In the third week of 2018, Zhongyikang released high-end market data showing that Casa Di air conditioners captured a 38.64% share in the over 15,000 yuan price range. This was 1.5 times the second-place brand and 2.6 times the third. The brand not only widened the industry gap but also maintained its top position in the premium segment.
Driven by rising consumer demand fueled by economic growth and continuous upgrades in high-end products, China’s household air conditioner retail sales saw an oversupply in 2017, leading to a less optimistic outlook for the following cold season. At last year’s "China Air Conditioning and Purification Industry Summit Forum," Aowei Cloud Network predicted a 15% year-on-year decline in the 2018 cold season retail scale. For the high-end air conditioning industry, this marked a challenging period. However, Casa Di managed to deliver a surprising performance in 2018, proving its strength in a tough market.
Zhongyikang anticipated that 2018 would see two major trends: continued product structure upgrades and intensified high-end competition. Casa Di's market performance in the first quarter clearly reflected its leadership in these trends. In terms of product upgrades, Casa Di led with the highest sales share. Yunding Air Conditioner, as a standout example of 2017’s high-end iteration, won the Red Top Award and the China Patent Award Design Gold Prize. Unlike other brands focusing solely on technological upgrades, Yunding aimed to enhance family breathing experiences through features like BNT temperature self-balancing, dry-wet self-control, and LIEP light ion purification. It introduced the global concept of “temperature and humidity control†and set the world’s first new standard for “double cycle soft wind.†By the end of the first three quarters of 2017, Yunding occupied 47% of the market for air conditioners priced above 16,000 yuan, leading the industry.
In 2018, Tianzhu Air Conditioner became a key weapon for Casa Di. Unlike traditional multi-zone air supply models, Tianzhu introduced a “customized air supply†approach, breaking the long-standing limitation of air conditioners only blowing one temperature. It became the first smart multi-zone home air conditioner to offer personalized comfort. At the Canton Fair and the 51st CES Exhibition, Tianzhu gained widespread attention for its innovative “customized†experience.
To capture more market share in the new year, the high-end air conditioning industry is competing fiercely for annual sales. In this context, Casa Di adopted a “one person, one service†strategy, leveraging its high pricing, strong sales, and excellent reputation. This approach marked the beginning of a new chapter for the high-end air conditioning industry in 2018.
Shanghai Janetec Electric Co., Ltd. , https://www.janetecelectric.com