"With the completion of the Deji Casarte Global Art Center, we position it as a research and development center for high-end products and scenes and a global premiere center. On December 23, at the opening ceremony of the Deji Casarte Global Art Center, Xu Meng, Vice President of Haier Smart Home and General Manager of China, delivered a speech on the spot and pointed out the strategic significance of the completion of the Deji Casarte Global Art Center.
Xu Meng, Vice President and General Manager of Haier Smart Home China).
The landing of the art center not only creates a one-stop and artistic high-end life circle for users, but also allows Casarte to further reach target users and open up a high-end ecology of different industries. In the subsequent interview, Xu Meng focused on two aspects.
Further reach the target users and create an all-round high-end lifestyle change.
At present, Casarte has been ranked first in the high-end industry for 6 consecutive years, and the reason why it can enter Deji Plaza is precisely because of Casarte's continuous leadership in the high-end market, and it will continue to iterate and upgrade in the future. At the same time, Xu Meng also talked about the dual strategic significance of Casarte's entry into Deji.
First, Casarte is closer to the target population. As a gathering place for high-end brands, D&G not only sells goods, but also uses artistic methods and cutting-edge technological means to better shorten the distance between users and users. Casarte can also take the lead in gaining insight into user needs here, and take the lead in releasing the latest products and scenarios developed in the world here, so as to meet the needs of this group as soon as possible.
Second, Casarte's program for the target group is more complete. Just like the theme of the opening of Casarte Global Art Center: "Living with Art". Casarte is not only a product or scene here, but a one-stop high-end lifestyle solution. High-end users can enjoy a one-stop full-scene experience at the Deji Casarte Global Art Center. For example, the food art brought by the new generation of kitchen scenes, the integrated home aesthetic art brought by the original flat embedded technology, etc., provide users with a more comprehensive and delicate smart life, and bring a full range of lifestyle changes.
In addition, Xu Meng said that at present, Casarte and Three-winged Bird are deeply combined, breaking the industry boundaries of home appliances, home furnishings and home decoration, and truly allowing users to "buy all at one stop and be in place at one stop". Relying on the smart home brain, it bids farewell to the stereotype of "not intelligent" home artificial intelligence, so that AI can understand and understand the different expressions of users, and at the same time, through Haier Smart Home's largest and most complete family domain knowledge graph, it can achieve self-learning, self-growth, and better understand user needs. Not only that, through continuous technological upgrades, Zhijia Brain will also achieve more active analysis and reasoning decisions, create scenes based on fuzzy intentions, and even actively create scenes based on user behavior and portraits.
At the scene, you can also experience the nesting design tool, which is a customized design software independently developed by Three-winged Bird, which is a common show integrating home appliances, home furnishings and home decoration, which can be customized in multiple dimensions with users as the center and create an artistic home environment. At present, the nesting design tool has covered more than 95% of the new and old residential units in Nanjing, and has generated more than 2,000 design schemes, which can quickly generate design schemes, and can also be privately customized for high-end mansions, and use nesting to edit the art of home.
Create demand and space internally and find new touchpoints externally.
Xu Meng said that Casarte's ability to step on the beat of the times mainly comes from two dimensions of success: one is to adhere to the user-centric, create demand and create space;One is to continue to look for new touchpoints and growth.
Casarte has been growing and developing in exploration for the first ten years. Until 2019, Casarte became the first in the high-end in an all-round way. Casarte firmly believes that long-termism can truly achieve a real high-end brand. It is under such confidence that users can be willing to choose Casarte and recommend Casarte today. At the same time, relying on the development of globalization, Casarte has been at the forefront of science and technology for many years, integrating the leading wisdom of global design centers to create original scientific and technological products that lead the industry for users. Xu Meng said.
It is reported that Casarte continues to understand the needs of users and reinvent life for users, such as the French side-by-side refrigerator that subverts the design pattern of traditional side-by-side refrigerators, to the original flush refrigerator with "0 flash seams and 0 protrusions", from the twin washing machines that wash adult and children's clothes separately and dark and light-colored clothes separately, to the neutron and beauty washer-dryer integrated machine that integrates washing, care and drying and is convenient for users to operate with a 150cm body height. Today, Casarte not only ranks in the high-end TOP1 in terms of overall share, but also continues to rank in the TOP2 of the industry in the ice washing category.
In terms of contact points, from offline to online, from home appliance channels to shopping malls and ultra-high-end complexes, Casarte has a comprehensive layout. From offline to online: Casarte is a brand that pays attention to user experience, and since the early days of the brand, it has actively deployed offline home appliance channelsSince then, it has been further extended to online channels. From home appliance stores to high-end business districts: Casarte has continued to settle in ShoppingMall, and since 2023, Casarte has successively laid out four major commercial landmarks in Shanghai, including Global Harbor, and then settled in Beijing Huaifang Wanda Plaza and Nanjing Deji Plaza. Taking this opportunity as an opportunity, Casarte will continue to lay out high-end business districts in first-tier cities, and cover the "art of home" and "art of life" to the high-end circles across the country.
Casarte not only continues to iterate at home, but also has a comprehensive layout overseas, and has taken action in Europe, South Asia, ASEAN, etc. this year, constantly looking for new growth points.
So, after the rapid growth of Casarte, how to further break through the ceiling in the future?This is also a concern of the industry for a long time. Xu Meng said: "First of all, Casarte has increased the segmented user group through innovation - scientific and technological elites, exquisite women, and joy pioneers, and created exclusive scene solutions for different high-end people. For example, the Nebula package for science and technology elites and exquisite women, the light-year package for the pioneer of enjoyment, and so on. Secondly, Casarte no longer provides a simple piece of single piece hardware, but provides users with a one-stop, scenario-based home experience, which makes Casarte exceed the industry-leading level in terms of customer unit price. Finally, Casarte has further added high-end consumer touchpoints, from the traditional store of "people looking for goods" in the past to the current "goods looking for people" of Deji Casarte Global Art Center, every step is in the layout for accurately reaching high-end people, looking for new growth in new contact points. ”
From high-end home appliances, high-end brands to high-end scenes, and then to high-end lifestyles. Deji Casarte Global Art Center is not only a high-end brand center, but also a research and development center to obtain the needs of high-end circles, and also a global premiere center for high-end new products. This is a milestone event, which is of great significance on the road of continuous iteration of Casarte, and also sets up a landing sample for the industry to optimize channels and open up the ecology of different industries at the circle level.