Behind the big change in the bestseller ranking, is decided by the quietly changing consumer demand < p>
2022 is not a good year for the washing machine industry. In the first seven months of 2022, the washing machine industry has been in a downward consolidation situation, according to the data of GfK Zhongyikang, in the first 31 weeks of 2022, China's laundry The decrease of retail sales and retail volume in the airport market reached 16.1% and 24.4% respectively, indicating that the negative impact of the epidemic on production and sales is still significant.
But not all horses stand dumb. At the high end of the market, washing machines bucked the trend and saw year-on-year growth. Among them, in terms of retail sales, Casati, Panasonic and Siemens all achieved varying degrees of growth, among which Casati ranked the first with 75.5% share of over 10,000 yuan, and the second with 17.8% share overall.
Why is the low price strategy no longer popular in the field of washing machines, while the average price of Casati washing machines is several times that of the peers, but can continue to storm the city, and even beat out many strong rivals in the best seller list of washing machines that focus on cost performance? From my personal experience and observation, most Chinese families now have one or even several working washing machines, but most families want a better washing machine. Among the many reasons for the replacement of washing machines, consumers who want to achieve better consumption experience and innovative scenes by buying new washing machines account for a large proportion.Market leaders have the responsibility and obligation to carry the banner of industry innovation
< P > In addition to proper care of clothes, exquisite appearance and wear are increasingly becoming a person's plus points, and at this time, users need not only to wash clothes, but also include care, wear and other a complete set Complete high-end clothing care solutions. While ordinary washing machines are difficult to achieve, can Casati do it?
When the followers have launched new products such as partition washing and "air washing", in fact, the original creator of these technologies, Casati, in the recent move is more interesting. Recently, the works released on the official video account have become more and more masculine, focusing on various "experiments" : on July 19, Casatti released an interesting experiment video, Casatti's unique curing air washing can be done like "applying a mask", so that the cured shirt becomes smooth and shiny.
Applying mask can effectively enhance skin moisture and increase skin elasticity, which is behind the skin microstructure and a variety of water-retaining and moisturizing materials in-depth study. And clothing to obtain the "facial" like maintenance effect, also need to go deep into the fiber level, only to find the main reasons for the easy consumption of different fabrics, in order to improve the washing and maintenance methods and equipment. Take the "curing air washing" technology that appears frequently in the video of Casatti applying mask to clothes. In principle, it revitalizes fibers at the microscopic level to achieve fiber grade curing effect on clothes.
Not only that, through the intelligent scene solution, Casady provides users with a one-stop scene experience in washing, care, storage, matching and shopping. Users walk into the cloakroom in the morning and simply click on the Wise Cloud mirror to get a selection of outfits based on weather conditions and personal preferences. Users can finish the fitting in one minute, and the clothes they want to wear will be washed and maintained in the air. In more than 10 minutes, they can take care of the new clothes and quickly change to go out. High-grade dress, suit, silk scarf bag and other clothes that need fine care can be put in the intelligent care cabinet to remove bacteria and shape. When you want to wear, you can find the clothes you want to wear immediately through intelligent retrieval and one-button search.
Conclusion :
< P > Differentiated user experience is the key to the rapid improvement of Casatti word-of-mouth, and excellent user word-of-mouth advantage is the cornerstone of Casatti's market share. Relevant data show that in the past year, Casati in 1W+ high-end market share accounted for 75.5%,2W+ accounted for 90%.
< /p>Start from experience, loyal to innovation, into the word of mouth. While others are now beginning to imitate partition washing and air washing, Casati has once again led the evolution trend of high-end washing technology in the new era with the upgraded maintenance air washing technology. From clothes not as good as the new traditional life experience, to today with the help of Casati maintenance air washing step by step closer to clothes Ruochangxin, which is behind the user use pain point as the innovation baton of Casati innovation formula, from the bottom technology breakthrough to the breakthrough of wisdom scene. Looking at the future washing machine market, innovators may not always succeed. Trend-setting innovations are doomed to take risks, but imitators are doomed to fail. The change in the best-selling list of washing machines in 2022 May be just the beginning.
