How does Casarte’s 3C strategy achieve its century-old brand dream by setting high-end standards with Chinese originality?

With the continuous improvement of product quality and technological strength, and in the rapid process of China's manufacturing moving towards China's creation, the image of Chinese brands on the world stage has been reborn.

On June 22, Casarte Celebrity Night with the theme of “Born for Love and Honored for a Century” opened at Chongqing Grand Theater. As a leader and adherent of high-end home appliance trends, Casarte launched the world’s first 3C strategy on the occasion of its eleventh anniversary. It not only continued the journey of Chinese creation towards the high end of the industry, but also set the main tone from product standards to user standards in response to the pace of consumption upgrades in the high-end home appliance industry.

High-end is a standard. Casarte creates products that will not be outdated for ten years.

Not all home appliance brands are suitable for high-end products. Casarte believes that high-end is a standard that reflects a belief, commitment and persistence.

Different from other brands, Casarte's high-end standard is based on the first C in the 3C strategy, which is defined as (China original). With China original thinking, it creates products that will lead the industry for 3-5 years and will not be outdated for ten years.

The Chinese originality advocated by Casarte is not only reflected in the completely different product structure and design ideas, but also in the continuous addition of original technology, giving more connotations to the high-end standards of Chinese originality.

For example, the Casarte F+ free-embedded refrigerator, which combines the French large-space layout with T-shaped exquisite storage and is the first to have an F+ fresh-keeping layout, is equipped with the MSA controlled atmosphere storage technology with new gas fresh-keeping technology. This is the first time that the new F+ category has been created in the global refrigerator industry after the French and Italian styles, completing the third iteration of the "cell-level fresh-keeping" technology.

Its built-in infrared constant temperature fresh-keeping technology is the first to apply military-grade infrared technology in the refrigerator field, achieving active sensing of food temperature in 0.1s, which is 2,700 times faster than the industry's sensing speed, bringing global users into a new era of "cellular-level fresh-keeping".

In addition, the Casarte FiberView washing machine, which provides intelligent fiber-level washing and care for clothes through cloud IoT, targets the user pain points of current washing machine products, such as small washing and care capacity and complicated program selection, and provides users with the most intelligent and exclusive washing and care solutions in the current washing and care field.

At the Casarte Celebrity Night, the industry's first ice bar designed specifically for mothers and babies was unveiled, reflecting Casarte's insight into the needs of household appliance users in different segments from a high-end market perspective. The "mother and baby module" can prevent the loss of nutrients in breast milk while extending the shelf life of fruits, creating an exclusive fresh-keeping space for high-end mother and baby users.

Being brave enough to actively explore in the field of innovation, promoting the implementation of new technologies in products, and creating products that lead the industry for 3-5 years and will not be outdated for ten years, in front of Casarte's products, this is not just empty talk, but has become a concentrated embodiment of China's strongest original product strength.

Build a high-end lifestyle interactive system to win the dividends of consumption upgrade

If Casarte has written high-end standards for its products with (China original), then the second C in its 3C strategy, (casa&love), represents the user standards established by Casarte. It emphasizes originality, craftsmanship and wisdom as the core, and builds an emotional, ritualistic, experiential and scenario-based high-end lifestyle interaction system.

In a market situation where the country's GDP growth rate is slowing down, high-end consumer demand continues to rise, and home appliances closely related to daily life have shifted from popular consumption to structural consumption upgrades.

As of 2016, sales of refrigerators priced above 5,000 yuan and washing machines priced above 3,500 yuan accounted for 43.5% and 41% respectively. The increase in consumer demand has led to a strong growth in high-end home appliances, with multi-door refrigerators and drum washing machines accounting for 86.7% and 65.4% respectively. At the same time, smart home appliances have developed rapidly, with the share of smart refrigerators jumping from 3.8% in the previous year to 9% last year.

In such an industrial environment, how to truly win the dividends of consumption upgrades and operate high-end profits has become the core reason and driving force for Casarte to build a high-end lifestyle interaction system for its target users. How to create products that high-end users really need has become the key to whether home appliance brands can seize the opportunities of the times.

Casarte, which has positioned itself as a high-end brand since its inception, undoubtedly understands the needs of high-end users better than other players in the home appliance industry. Just as Casarte's four major industries of cooling, washing, air, and kitchen and bathroom appeared at the Think Tank Celebrity Night with the themes of "harmony, softness, energy, and joy", it has the opportunity and ability to provide high-end experience and quality to the industry, customers, and users with products that are full of philosophical Zen and break through boundaries in industrial development and product technology.

For example, on the night of June 22, at the Think Tank Celebrity Night, financial bigwig Zhang Quanling, national first-class drama actor Zhang Zhijian, Olympic champion Wu Minxia, ​​Olympic champion Zhong Man, cross-border musician Wu Tong, singer Dai Quan and other celebrity "life thinkers" gathered at the event, which also shows that Casarte's brand concept and the lifestyle it leads are increasingly recognized by high-end people in various fields.

Leading the transformation and upgrading of the home appliance industry, the 3C strategy makes the brand's century-old dream more valuable

Authoritative data shows that consumption has replaced investment as the primary driving force of China's economic growth. Premier Li Keqiang also pointed out in this year's Government Work Report that "consumption plays a major role in driving economic growth."

Grasping consumption trends and even leading consumption trends is a challenge that the toC industry will face. However, the opportunity that comes with the challenge is that consumption upgrades have given the high-end market, including high-end home appliances, more room for value discovery.

Just as venture capital mogul Zhang Quanling said at Casarte Celebrity Night, “He who creates value wins the world.”

After Casarte took the lead in proposing the "first year of high-end" in early 2015, it once again announced the 3C strategy, which means that the high-end home appliance industry it is leading will be upgraded again and lead the home appliance industry to enter the "high value" era.

Relevant data shows that from January to May 2017, Casarte brand showed a unique trend in the high-end home appliance market. While most brands in the high-end home appliance retail industry were experiencing negative growth, Casarte brand's 14.3% market growth not only outperformed its competitors, but also exceeded the industry average growth rate by 10%.

What is even more noteworthy is that, following the pace of product sales growth, the market average unit price of Casarte brand products continues to lead the industry.

With the average price of the refrigerator industry being only RMB 3,652 and the average unit price of high-end joint venture brands being less than RMB 7,500, Casarte's average unit price of RMB 9,956 is 2.7 times that of the industry and 1.3 times that of its main competitors.

In addition, with the average price of the drum industry being only 3,739 yuan and the average unit price of high-end joint venture brands being less than 4,300 yuan, Casarte's average unit price of 7,965 yuan is 2.1 times higher than the industry average and nearly twice that of its main competitors.

If the high growth rate and high average unit price are reflected in the market share of 10K+ price range in the refrigerator and washing machine markets, the Casarte brand is far ahead with a share of 30.2% and 67% respectively, and is 8.7 times ahead of joint venture brands in the washing machine category.

The "three highs" situation of high growth rate, high average unit price and high market share has given Casarte the foundation and conditions in the field of high-end home appliances to practice the discovery and extension of high-end products to high-value users.

Casarte has placed the third C in its 3C strategy on pursuing the brand goal of the Century Dream. With its cutting-edge industrial technology that is original to China, products recognized by high-end users, and its leading image in the current high-end home appliance market, Casarte has the confidence to pursue its dream.

It can be seen that Casarte's 3C strategy is to connect the three dimensions of products, users and brands into a closed loop, integrating them into a whole on the brand's road forward.

On the other hand, the pursuit of high-end experience, quality, and high-end industry value has enabled products, users, and brands to have a consistent and unified direction of progress. Under the inevitable trend of transformation and upgrading of the home appliance industry caused by consumption upgrading, the first step of the brand's century-old dream in the tide of the turning point of the times has become more profound and valuable.

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.