In the third week of 2018, Zhongyikang released high-end market data showing that Casa Di air conditioners held a 38.64% market share in the over 15,000 yuan price range. This was 1.5 times the second-place brand and 2.6 times that of the third. The company not only widened the industry gap but also maintained its top position in the premium market.
Thanks to rising consumer demand driven by economic growth and the push for high-end product upgrades, China’s household air conditioner retail sales saw a surge in 2017, which led to an oversupply in the future market. As a result, the outlook for the next cold season was less optimistic. 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, signaling a tough challenge for the high-end air conditioning industry. However, Casa Di managed to deliver a strong performance in 2018, defying expectations.
Zhongyikang anticipated two major trends for 2018: continued product structure upgrades and intensified high-end competition. Casa Di’s market share clearly reflected its leadership in these trends. In terms of product upgrades, Yunding Air Conditioner became the standout model, representing the 2017 high-end iteration. It won the Red Top Award and the China Patent Award Design Gold Prize. Unlike other products that focused solely on technological upgrades, Yunding was designed to enhance family breathing experiences with features like BNT temperature self-balancing, dry-wet 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.
At the same time, Tianzhu Air Conditioning, launched globally in 2018, became a key weapon for Casa Di in its opening year. Unlike traditional multi-temperature zone models, Tianzhu introduced a “customized air supply†mode, breaking the industry’s long-standing limitation of “air conditioners only blowing one temperature.†It became a hit at the Canton Fair and the 51st CES Exhibition due to its intelligent, personalized experience.
To capture more market share in the new year, the high-end air conditioning industry is competing fiercely. In this environment, Casa Di adopted a “one person, one†strategy, focusing on high prices, high sales, and high reputation. This approach marked the beginning of a new chapter for the high-end air conditioning industry in 2018, setting a strong foundation for future development.
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