In the past two years, the epidemic has had a profound impact on the mainland home appliance industry. In the case of the air-conditioning industry, the rise in raw material prices has increased the pressure on manufacturers sharply, directly affecting the purchase decisions of end users. According to the statistics of Aowei Cloud Network, in 2021, the national retail sales of air conditioners were 152.7 billion yuan, and the retail sales volume was 46.89 million units, down 1.2% and 8.7% respectively year-on-year.
However, even in the context of the double decline in prices, the pattern of the air conditioning industry has produced many positive changes. A survey study shows that consumers are paying more and more attention to the health function of air conditioners, and the awareness of healthy air conditioners and fresh air conditioners has reached 74.9% and 61% respectively. That is to say, in the big wave of the market, high-end, comfort, and scenario are becoming a new trend in the development of the air conditioning industry.
Among the many high-end air conditioning brands in China, Casarte is the most eye-catching one. According to the data of Zhongyikang, in the seventh week of 2022, in the high-end cabinet market priced at more than 1.5 yuan, Casarte's market share reached 46.91%, and the eighth week share reached 52.26%, ranking first.
On the other hand, with the accelerated flow of internet media information, people's impression of the product can easily be reduced to a string of parameters, a review video, or a grass article. But in fact, an excellent product is complex, after all, it still depends on the experience to speak, want to create a really good product, in addition to the accumulation of scientific and technological strength, the insight into the needs of users is the brand is not high-end to stand on the basis.
Insight into the needs of users, to create a benchmark for comfortable air conditioning
Don Schultz, an American marketing theory expert, once proposed the "4R" marketing theory, from the four perspectives of association, reaction, relationship and remuneration, it was demonstrated that enterprises should pay attention to the interaction with customers, actively adapt to the needs of users, form unique relationships with users, and then form a unique competitive advantage, and finally achieve a win-win mechanism with customers.
In fact, the emergence of the category of comfortable and healthy air conditioning is a concrete embodiment of the 4R theory.
Every summer, air conditioning has become a necessity for people, but while bringing coolness, traditional air conditioning also has many defects. First of all, due to the large indoor and outdoor temperature difference, the cold air blown out by the air conditioner is more irritating, which is easy to cause symptoms such as joint pain; secondly, in the closed environment, the air conditioner has been doing internal circulation, and the dirty air is easy to affect the mucous membrane of the human eye, nasal cavity, etc.; In addition, due to the strong air containment, the air in the air conditioner room has poor fluidity, and it is easy to lead to the breeding of various bacteria, which can cause respiratory diseases.
Everything is in demand to explore a better way of development, the same is true of the air conditioning industry, only the brand that truly understands the pain points of users can find the various drawbacks of past products, and only enterprises that respond quickly and have a deep understanding of user needs can create products that effectively solve user needs.
In view of this long-term drawback of traditional air conditioning, fresh air conditioning came into being. It is reported that this air conditioner can reduce the indoor temperature at the same time, but also can discharge the turbid gas out of the outdoor, to achieve a positive circulation of fresh air. The market will always move forward due to pain points, in fact, as soon as the air conditioner with this function was introduced, it was positively responded to by users. According to the statistics of Aowei Cloud Network, in 2021, the total retail scale of fresh air conditioners in China reached 2.73 billion, and the scale of online retail sales directly increased by 492.7% year-on-year.
Fresh air conditioning has become an industry trend, but there is a saying that it still has a problem to be solved, that is, the quality of the air conditioning "wind", how to make the "wind" not only achieve rapid cooling, but also make people feel comfortable, as if in the mountains and streams. The problem also has to start with the "wind" itself.
Casarte connoisseur air conditioner takes this as the focus of technical research, and pioneers the patented technology of active jet uniform wind in the world, which reduces the stimulation of wind to the human body with a gentler and long-term air supply method, reduces the emergence of air conditioning disease from the root, and sensitive people such as the elderly, children, and pregnant women can use it with peace of mind.
Although it is all "wind", from a technical point of view, it is not simple to achieve this effect. Behind it is the vector jet uniform air technology and innovative three-column structure design developed by Casarte after countless experiments, which creates a 5-dimensional soft air with 2 soft air + 2 air conditioning air + 1 oxygen air. How to express such a "soft wind" experience, if the traditional air conditioner blows out a "strong cold wind", then the Casarte connoisseur air conditioner blows out a "spring breeze".
In fact, Casarte's innovation in technology is far more than this, according to the "2021 Global Smart Home Invention Patent TOP 100" list released by IPRdaily Chinese Network, Haier Zhijia has a total of 4535 openly applied patents throughout the year, ranking first in the world for six consecutive years, and the current cumulative number of patents has reached 15210, and as a high-end brand, Casarte is naturally more priority in grabbing the high-quality technology in it, and the user experience is naturally higher. So as to achieve a win-win situation for enterprises and users.
Take technology as the moat to create a scenario-based high-end health experience
Casarte's insight into user needs is also reflected in its product concept of scenario-based experience.
In a home, each family member has different needs for air conditioning, and even the same person blowing air conditioning in different locations may get a very different experience. In the past, if you want to solve these problems, you can only adjust the temperature and wind direction simply, the effect can only be said to be lackluster, and the operation is also inconvenient.
Casarte Connoisseur air conditioner has built-in smart air steward 3.0, which can not only monitor air quality through TFT smart screen, but also adjust air conditioning parameters, making the operation simple and intuitive. In addition, it also realizes voiceprint recognition and memory through deep learning technology, can intelligently respond to the voice commands of different family members, and automatically adjusts to the exclusive air mode when starting, so that young people can enjoy coolness, and the elderly and children and pregnant women will not be greedy and blown.
Smart radar technology allows air conditioners to intelligently perceive the user's position and sitting posture, so as to achieve automatic light screen, wind direction avoidance, sedentary reminder and other functions, so that users can get the same comfortable air experience anytime and anywhere.
Casarte Connoisseur air conditioner also sets up three major maintenance scenes such as constant temperature humidity oxygen fresh air, water oxygen ion sterilization, aromatherapy, etc., to maintain indoor air circulation while cooling down, keep the air clean, and allow users to relax wholeheartedly. Whereas in the past, these functions required multiple devices to work simultaneously to achieve them, but now Casarte simplifies complexity and cleverly integrates them into the same product through a very high engineering concept. From this point of view, casarte's technological innovation not only brings high value to users, but also raises the industrial standard of air-conditioning products to a height that competitors cannot reach in the short term.
Industry insiders pointed out that the high-end, healthy and other characteristics of air conditioning products should never be a publicity gimmick, but to rely on solid technology research and development, so that users can effectively benefit from it. Casarte undoubtedly implements this concept of the industry forerunner, adhere to scientific and technological innovation, insight into user pain points, it is the pursuit of product priority brand concept, Casarte took the lead in providing users with a healthier, intelligent, comfortable air experience, in the user praise at the same time smoothly occupied the commanding heights of the global air conditioning market, to shape the brand with products has naturally become a natural thing.