Casa Di, the niche monster circle that can't escape

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

When it comes to Haier's brand "Casa Di", which is the brand's main high -end home appliance market, it always has more or less "disobedience" for the public.

On the one hand, Casa Di's brand reputation is quite good. In the eyes of industry insiders and consumers who know what they know, it is a very valuable brand; on the other hand, Casa Di’s public awareness is not too high. The brand that has been founded for more than ten years is still a giant like Haier, but there are no people who have heard of Casa Di around.

More importantly, Casa Di's sense of existence in the home appliance market is not so strong. According to statistics, in 2020, Casa Di's annual sales are less than 10 billion yuan. Compared with the parent company Haier, and the sales data of other head appliance brands, there are still no do not. Small gap.

It can be seen that this brand with a short history, strong background, and product is not bad. With more and more competitors aiming at the high -end home appliance market focused on Casa Di, will it be more difficult to make a circle in the future, which will affect the great ideal that the brand wants to realize?

To be professional and brand influence

It is undeniable that Casa Di is a sub -brand of high -end and technical levels under the technical level of Haier.

At the technical level, Casa Di can be said to be completely worthy of its "high -end" positioning. It has made many years of research and development technology investment, and has grasped refrigerators such as blocking oxygen -resistant, dry and humidity storage, MSA oxygen -controlled freshness, and air washing machine technology. Waiting for not a large number of world -leading core technology.

On this basis, the products launched by Casa Di often have good leaders in the market, and the technical hard power cannot be underestimated.

The high -end home appliance market has also given Kasa Di to feedback. According to the relevant industry statistics released by Zhongyi Kang, in 2020, Casa Di's share in the domestic high -end home appliance market has increased by 50 %, and its refrigerators and washing machine products Harvesting the first place in multiple high -end price interval markets.

However, in the field of high -end appliances with a price of up to 20,000 or 20,000, Casa Di is not enough to make it really worry about it. Why?

The core keyword is "nationality".

It is well known that in addition to forming a brand distinction in terms of product prices and product quality, high -end brands also need to realize everyone knowing and yearning for everyone in nationality. , The brand's minds used in the mass group can gain long -term value.

Just like Mercedes -Benz, Rolls -Royce, Rolex and other high -end brands, these high -end brands that have been recognized in the world may not be bought by every household, but they do realize that everyone knows. In contrast, Casa Di, who is well -known in China, seems a bit embarrassing.

As we said earlier, the Casa Di brand is not well -known in China. It is more reflected in the recognition of people in the industry. This shows that at the level of market education, Casa Di has not successfully occupied the majority of consumption consumption. The mind of the person.

In contrast, it is also the main high -end market. There are no shortage of high -end brand in the home appliance industry, which further highlights the embarrassment of Casa Di.

Should Casa Di have to restrict his influence at the brand level in the restrictions of niche+high -end? This is obviously not good. In this era of "wine incense is also afraid of alley", this is almost equivalent to leaving a huge opportunity for competitors.

To this day, there are still many people who don't even know that Casa Di is a brand of Haier. Can't this explain some problems?

Competition has occurred, Casa Di is not optimistic in the future

It is worth noting that in recent years, Casa Di has been focusing on keywords such as the Internet of Things and IoT in addition to high -end home appliances. Level and product power.

In these areas, Casa Di, as a traditional home appliance company, obviously does not have much advantage compared to Internet brands, which may bring it more severe competitive pressure.

In the wave of "Internet of Things" in the home appliance market, almost all traditional home appliance giants and emerging Internet giants are watching. In addition to Haier's Casa Di, there are also high -end IoT appliance brands under the traditional home appliance giants such as Midea and Gree. In addition, the emerging IoT forces represented by Xiaomi are using innovative product power and continuous low price range to challenge the industry's status of traditional home appliance giants.

But what I have to admit is that the traditional home appliance brand has a gap in companies like Xiaomi in the Internet of Things experience. This is determined by congenital technology genes, and Casa Di is no exception.

So in the future, can Casa Di rely on the long -term technical accumulation to make up for the lack of the Internet of Things capabilities and the gap between the brand's influence? In the face of the strong IoT ecosystem such as Xiaomi, can Casa Di ’s cutting -edge technology be played? All questions are testing whether Casa Di can continue to lead the banner of high -end appliances.

It can be seen that Casa Di is a high -end home appliance brand that gathers the "Dacheng" of Haier's home appliances. It is expensive, strong in product power, and strong technology. These are the indispensable advantages of the brand.

In the industry competition in the field of high -end home appliances in the future, brand influence, convenient IoT experience, more competitive prices, and more innovative product features are indispensable.Obviously, it is difficult for Casa Di to stand out and gain greater market space in the future continuous competition.In the next ten years, Casa Di's attention should be the "star sea" of the global market. It must not only stir up the wave of the domestic high -end home appliance market, but also need to represent Chinese companies in overseas markets.In terms of the requirements of the benchmark, it is still a bit slow, and it will focus on how to "accelerate" the future.

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