Casarte: chosen by 20 million users
In the fiercely competitive home appliance market, start-up brands often need decades of accumulation before they can accumulate tens of millions of users and gain a place in the market. But Casarte is an exception. In just 17 years, Casarte has been chosen by users more than 20 million times, making it a rare phenomenon-level brand in the high-end field.
On April 12, Casarte released the brand story video “Casarte 20 Million Users’ Choice”. In the video, a blank piece of paper gradually evolves into a magnificent picture, vividly showing the 17-year growth process of Casa Di. From 0 to 20 million, from a blank piece of paper to a giant painting, Casarte has experienced three milestone moments: first, it anchored the high-end market and reinvented home appliances; second, it entered the world stage and received global praise; third, it leapt Ranking first in high-end products and becoming a high-end brand defined by users.
Start-up period: Re-invent home appliances based on users
In 2006, amid the smoke-filled price war in the home appliance market, Casarte was officially founded. At that time, the world’s home appliance market had been monopolized by giants from various countries. However, Casarte, which started from scratch, anchored on the high-end market from the beginning, chose to go against the trend, and began to “reinvent” high-end home appliances.
Users need more fresh storage space, so Casarte “tear down” the dividing wall in the middle of the side-by-side refrigerator.In 2007, Casarte realized the need of Western families to store large-volume ingredients such as multi-layer cakes, and launched a French door refrigerator. For the first time, the restriction of the middle beam was removed from the refrigeration area to achieve large volume and space. This also created a new category for the world’s refrigerator industry.
Users need a more relaxed housework experience, so Casarte invented a refrigerator that allows you to access ingredients without having to squat down repeatedly.Most European families are accustomed to using Italian-style refrigerators, but many users find it troublesome to access the ingredients at the bottom of the refrigerator. As a result, the Italian-style drawer-type refrigerator was launched, allowing users to place and place ingredients only by bending slightly, and the world’s refrigerator industry also had another target to imitate.
Users need a more labor-saving laundry process. Casarte subverts the design model of traditional drum washing machines.Extending its originality advantages from refrigerators to other categories, it was the first to launch a duplex drum washing machine in 2009. Since then, users no longer have to bend down and lower their heads again and again when doing laundry, and for the first time in the world’s washing machine industry, a new duplex category has been born.
Therefore, in the development process of Casarte, users are the best designers and the core “protagonist” of the R&D system.
Growth period: If you have a heart for users, honors will come unexpectedly.
After steady progress in the initial stage, although Casarte has not accumulated enough users, praise and recognition from authoritative organizations from all walks of life have followed one after another.
All honors come from user needs.In order to solve a user pain point, Casarte often integrates high-quality global resources, and these innovative results have also begun to appear on the international stage. In 2010, Casarte has won world-class awards such as the iF Design Award and the Red Dot Supreme Award, and has received international endorsements in many categories such as refrigerators, washing machines, and gas stoves. Among them, the Casarte Italian three-door refrigerator became the first product in the Chinese refrigerator industry to win the “Red Dot Supreme Award”, and the French door refrigerator became the only product in the home appliance industry to win the 24th American “Golden Hammer Award”.
All grand prizes are also used to reward users.For example, the double-drum washing machine that won the iF International Design Award in 2014 solved the problem of mixed washing of household clothes for the first time; and the Boffin series of IoT dual-temperature wine cabinets that won the iF International Design Award in 2015 solved the problem of red and white clothes for users. To solve the problem of storing wine at the same time, the Red Dot Award-winning Linglong Legend Water Heater can effectively reduce CO emissions while ensuring bathing safety.
Even more rare than the international award is Casarte’s long-term persistence in putting user needs first. Based on this, the market popularity of Casarte has also begun to rise rapidly.
Harvest period: User recognition is the first in high-end
For Casarte, user recognition is the only criterion. After more and more users voted, in 2016, Casarte, which had been in business for 10 years, ranked first in the high-end market share. Casarte has also become one of the rare high-end brands in the industry that is “defined by users.”
In order to solve users’ pain points in food, clothing, housing and entertainment, Casarte continues to develop original technologies.In 2017, Casarte completed the upgrade of its original technology system from 0 to 1. The refrigerator pioneered MSA oxygen control and preservation technology, leading the refrigerator industry into the era of microscopic oxygen control; “zonal washing” pioneered the “one machine and two barrels” of the washing machine; The air conditioner with “zoned air supply” breaks the traditional perception in the industry that “air conditioners can only blow out one type of wind at a time.”
In order to meet users’ one-stop home furnishing needs, Casarte began to explore package upgrades.With the support of original technology, Casarte accelerates the iteration of high-end series, and successively launches high-end series such as Conductor, Galaxy, Connoisseur, and Lightyear, seizing the trend of series development to create benchmark products and reshape the home furnishing pattern.
In order to open up the entire life process of users, Casarte took the lead in transforming into a scenario-based track.Starting from 2021, Casarte will rely on Three Wings Bird to embark on a new journey of high-end scene innovation and create full-process solutions for high-end life. In the smart living room scenario, users can easily control household appliances throughout the house just by speaking to the TV. The water purifier can also bring healthier strontium-rich mineral water; similarly, the refrigerator in the smart kitchen scenario can be linked to kitchen appliances. Realize smart cooking, the smart cloakroom scene connects clothing washing and dressing, the smart bathroom scene prepares hot water in advance according to user habits, etc.
In order to cater to users’ home integration needs, Casarte breaks the boundaries of home appliances.On the basis of the “zero flash seam” refrigerator, Casarte’s original flat-embedded technology was the first to realize “zero protrusion” of the refrigerator. In addition, the Casarte integrated washing and drying machine can also be embedded in a flat panel, and dishwashers, steaming and baking machines, etc. can also be seamlessly embedded in cabinets, achieving a high degree of integration of home appliances and home furnishings.
In 2023, after experiencing the leadership of high-end products, high-end brands, and high-end scenes, Casarte will launch a brand upgrade and open a new era of high-end lifestyle leadership. In 2024, Casarte will bring the Zhijing Series F+ Refrigerator, the first home appliance iF Design Gold Award-winning work in China’s home appliance industry, to the AWE site, and launch a strategic cooperation with Bologni to create artistic home high-end solutions for users.
So far, Casarte has been selected by users more than 20 million times, and has been ranked as the high-end TOP1 for eight consecutive years. Its sales volume has reached 13 times that of 2016, and its brand value has continued to rise. From a blank piece of paper to the recognition of 20 million users, Casarte has always been user-centered, constantly refreshing users’ high-end lifestyles with an increasingly complete product matrix and scene layout, and accelerating towards the leading position in the industry.
