Volume and price both fall, high-end products are not immune? Casarte air conditioner may become the biggest winner

In the past two years, the epidemic has had a profound impact on my country's home appliance industry. In the air-conditioning industry, the rise in raw material prices has put a sharp increase in pressure on manufacturers, directly affecting the purchasing decisions of end users. According to statistics from Aowei Cloud Network, in 2021, the national air-conditioning retail sales were 152.7 billion yuan and the retail volume was 46.89 million units, down 1.2% and 8.7% year-on-year respectively.

However, even in the context of falling prices and volumes, the air-conditioning industry has seen many positive changes. A survey shows that consumers are paying more and more attention to the health functions of air conditioners, with awareness of healthy air conditioners and fresh air air conditioners reaching 74.9% and 61% respectively. In other words, in the market, high-end, comfortable, and scenario-based development are becoming new trends 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 data from CMM, in the seventh week of 2022, in the high-end cabinet market with a price of more than 1.5 yuan, Casarte's market share reached 46.91%, and in the eighth week, the share reached 52.26%, ranking first.

On the other hand, with the accelerated flow of information on the Internet, people's impression of products can be easily simplified into a series of parameters, a review video or a product recommendation article. But in fact, an excellent product is complex and ultimately depends on experience. In order to create a truly good product, in addition to the accumulated technological strength, the insight into user needs is the foundation of whether the brand is high-end.

Insight into user needs and create a benchmark for comfortable air conditioning

Don Schultz, an American marketing theory expert, once proposed the "4R" marketing theory, which demonstrates from the four perspectives of association, reaction, relationship and reward that companies should focus on interaction with customers, actively adapt to user needs, form a unique relationship with users, and then form a unique competitive advantage, ultimately achieving a win-win mechanism with customers.

In fact, the emergence of comfortable and healthy air conditioners is a concrete manifestation of the 4R theory.

Air conditioning has become a necessity for people in summer, but while it brings coolness, traditional air conditioning also has many defects. First, due to the large temperature difference between indoor and outdoor, the cold air blown by the air conditioner is very irritating and can easily cause symptoms such as joint pain; second, in a closed environment, the air conditioner is always circulating internally, and the dirty air can easily affect the mucous membranes of the eyes and nasal cavity; in addition, due to the strong airtightness, the air flow in the air-conditioned room is poor, which can easily lead to the growth of various bacteria, thus causing respiratory diseases.

Everything is exploring a better path to development through demand, and the same is true for the air-conditioning industry. Only brands that truly understand user pain points can discover the various shortcomings of past products. Only companies that respond quickly and have a deep understanding of user needs can create products that truly solve user needs.

In response to this long-standing drawback of traditional air conditioners, fresh air air conditioners came into being. It is reported that this type of air conditioner can not only lower the indoor temperature, but also discharge the foul air to the outside, realizing the positive circulation of fresh air. The market will always move forward because of pain points. In fact, as soon as the air conditioner with this function came out, it received a positive response from users. According to statistics from Aowei Cloud Network, in 2021, the total retail scale of fresh air air conditioners in China reached 2.73 billion, and the online retail scale directly increased by 492.7% year-on-year.

Fresh air air conditioners have become an industry trend, but to be honest, there is still a problem that needs to be solved, that is, the quality of the "wind" of the air conditioner. How can the "wind" achieve rapid cooling and make people feel comfortable, as if they were in a mountain stream? This problem has to start with the "wind" itself.

Casarte Connoisseur air conditioner takes this as the key point of technical research and development, and has pioneered the world's patented active jet uniform wind technology. It uses a gentler and longer-lasting air supply method to reduce the stimulation of wind on the human body, thereby reducing the occurrence of air-conditioning disease from the root. Sensitive groups such as the elderly, children, and pregnant women can use it with peace of mind.

Although they are all "wind", from a technical point of view, it is not easy to achieve this effect. Behind it is the vector jet uniform wind technology and innovative three-column structural design developed by Casarte after countless experiments, which creates 5-dimensional soft wind of 2 soft winds + 2 air conditioning winds + 1 oxygen moistening wind. How to describe such a "soft wind" experience? If the traditional air conditioner blows out "strong cold wind", then the Casarte Connoisseur air conditioner blows out "spring breeze on your face".

In fact, Casarte's technological innovation goes far beyond this. According to the "2021 Global Smart Home Invention Patent TOP 100" ranking released by IPRdaily Chinese website, Haier Smart Home has a total of 4,535 publicly applied patents throughout the year, ranking first in the world for six consecutive years. The cumulative number of patents has now reached 15,210. As a high-end brand, Casarte naturally has more priority to use the high-quality technologies, and the user experience will naturally be improved, thus achieving a win-win situation for enterprises and users.

Using technology as a 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 family, each family member has different needs for air conditioning, and even the same person may get completely different experiences when using the air conditioner in different locations. In the past, if you want to solve these problems, you can only simply adjust the temperature and wind direction, but the effect can only be said to be mediocre, and the operation is also inconvenient.

Casarte Connoisseur air conditioner is equipped with Smart Air Butler 3.0, which can not only monitor air quality through the TFT smart screen, but also adjust air conditioning parameters, making operation simple and intuitive. In addition, it also realizes voiceprint recognition and memory through deep learning technology, can intelligently respond to voice commands of different family members, and automatically adjust to a dedicated air mode when started, so that young people can enjoy the coolness, and the elderly, children and pregnant women will not be too greedy for the coolness and hurt their bodies.

Smart radar technology enables the air conditioner to intelligently sense the user's position and sitting posture, thereby realizing functions such as automatic screen lighting, wind direction avoidance, and sedentary reminders, allowing users to get the same comfortable air experience anytime and anywhere.

Casarte Connoisseur air conditioner also has three maintenance scenarios, including constant temperature humid oxygen fresh air, water oxygen ion sterilization, and aromatherapy. It keeps indoor air circulation and clean air while cooling down, allowing users to relax. In the past, these functions required multiple devices to work at the same time, but now, Casarte has simplified them and cleverly integrated them into the same product through extremely high engineering concepts. From this perspective, Casarte's technological innovation not only brings high value to users, but also raises the industry standard of air-conditioning products to a height that competing products will be difficult to achieve in the short term.

Industry insiders pointed out that the high-end and healthy features of air-conditioning products should never be publicity gimmicks, but should rely on solid technical research and development to allow users to benefit from them. Casarte is undoubtedly an industry pioneer in implementing this concept. It insists on technological innovation, insight into user pain points, and also adheres to the brand concept of product priority. Casarte is the first to provide users with a healthier, smarter and more comfortable air experience. While winning user praise, it has successfully occupied the commanding heights of the global air-conditioning market. It is natural for it to build a brand with products.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.