"Not broken, not standing, breaking and then standing", the courage to break the situation of the enterprise, in order to have a higher pattern and a larger market. In the "one-sided" cabinet air conditioning market, Casarte broke through the product appearance mindset of single-column air conditioners, successfully developed a twin-tower soft air conditioner, and opened up a new track for cabinet air conditioning. The air conditioning industry entering the stock market is shifting from scale-driven to technology and innovation-driven, and meeting the consumer demand of consumers "thousands of faces" has become a sharp weapon to leverage the market.
Smash the "ceiling" Casarte to open up a new high-end track
In recent years, the consumption upgrade trend of the mainland home appliance industry is obvious, and the popular products all have the characteristics of high-end, health and intelligence, which is particularly prominent in the air conditioning market. Air conditioning has entered the stock market, replacement demand is one of the biggest driving forces for the growth of the industry, people's requirements for air conditioning from meeting the basic functions of "cool and warm" to "body feeling comfortable" change. The ultra-high-end air conditioning market equipped with smart and healthy functions has quietly risen. According to the "2021 China Home Appliance Market Report" released by CCID Research Institute, in 2021, in first-tier cities such as Beijing, Shanghai and Guangzhou, the retail sales of air conditioners of more than 20,000 yuan increased by 58% year-on-year.
With the foreseeable growth of the ultra-high-end air conditioning market, major air conditioning brands have begun to explore new needs and new scenarios. However, some brands clearly have a misunderstanding of "ultra-high-end". Taking cabinet air conditioning products as an example, many companies increase the value of products by stacking functional modules.
Casarte, which has been deeply involved in the ultra-high-end home appliance market for 15 years, has become a Chinese business card in the global high-end home appliance market. Casarte air conditioner chose the most consumer-criticized product appearance problem as the entry point, jumped out of the "single column" shape on the market, and created a "double tower air conditioner". From 1 to 2, not a simple change in appearance, Casarte broke the single-column structure "ceiling" that has long limited the further development of cabinet air conditioning. Based on the self-developed jet uniform wind technology, all Casarte air conditioning products adopt the twin-tower structure of "2 motors, 2 fans, 2 sets of air guides", which greatly broadens the connotation and boundary of cabinet air conditioning.
Consumers also "vote with their hearts" on Casarte's innovative practices. The data shows that in 2021, Casarte air conditioning will achieve the first retail volume in the three CABINET price segments in the high-end market. Among them, in the price segment of more than 16,000 yuan, Casarte retail sales accounted for 34.22%; in the market of more than 15,000 yuan, Casarte retail sales accounted for 33.33%; in the market of more than 12,000 to 14,000 yuan, Casarte retail sales accounted for 36.88%.
Multiple all-round intelligences control the air needs of the home
The COVID-19 pandemic has profoundly changed the way people live. Healthy home environment is more and more valued, "air circulation, indoor and outdoor temperature difference, low air temperature, running noise, air is not clean" and other issues are gradually more users pay attention to, air conditioning as an important home appliance to regulate the indoor environment, is given more expectations and missions.
With the dynamic changes of the epidemic, the time spent at home by the people has increased significantly, the time spent in the "same room" of two generations, three generations or even four generations has been significantly extended, and the needs of different family members for air have become more complex - babies who fall to the ground, pregnant women who are sensitive to air, elderly people who are more sensitive to cold winds, teenagers who are more likely to feel hot... In the purchase of air conditioning products, airflow, wind feeling, intelligence and other elements, the needs of different family members are often very different.
The new first-class energy efficiency, zero wind sense, comfort, sterilization cabin, and fresh air are the most sought after product features of the air conditioning market in 2021, and also reflect the changes in the air conditioning market. Unlike other brands of cabinet air conditioners, which usually only have the above part of the features, Casarte air conditioners not only have all the functions, but also can be customized on demand. A twin-tower soft air conditioner can meet the individual needs of each family member and satisfy every family member.
"Comfortable soft air + intelligent control" is a highlight of Casarte air conditioning, "soft" is the essence of its powerful health function, and "wisdom" is the key to each family member to take what they need.
Casarte air conditioning is based on jet uniform wind technology, under the action of two cross-flow fans, 20% of the natural wind will be integrated before the air, the natural wind will be fully mixed with the cold air in the negative pressure area and then blown out, the "twin towers" soft air blown out is soft and not stimulating, even if the user stands at the air outlet will not have a sharp sense of cold. At the same time, the wind speed, air volume and wind direction of Casarte air conditioner can be adjusted, and even the effect of blowing different air conditioning winds on both sides of the "twin towers" can be realized, taking into account the air needs of different family members in the same space.
In terms of intelligence, after the Casarte air conditioner gets the voice command, it will find sound and send air through the sound source positioning function, so as to achieve the wind within 1 to 10 meters of moving with people or avoiding people, and the radar perception can reach up to 6 people. Whether it is a three-year-old child or an elderly person, you can easily master the voice control function. Casarte air conditioner also has the ability to intelligently identify and remember the voice and habits of each family member, this "voiceprint recognition and memory" function, so that the elderly, children and pregnant mothers as long as the voice to turn on the air conditioner, you can automatically get three kinds of customized air, and do not need to be re-customized every time.
Excellent comprehensive performance and excellent quality have become the brand's only magic weapon to embrace consumption upgrades, Casarte air conditioning will also rely on the core product capabilities such as refrigeration and heating speed, soft air mode comfort, intelligent control convenience, intelligent scene capabilities, mediatable humidity, fresh air function and so on. Traditional air conditioners emphasize cooling and heating alone, and users in the Era of the Internet of Things pay more attention to the ability of air conditioners to manage air, which is obviously what Casarte Air Conditioners are good at.
Author 丨 Wang Wei
Edited by 丨Zhu Lingzhen
American editor 丨 Maria