The textbooks in the marketing industry are not only Durex, but also Casa Di
On Thanksgiving Day, November 23, Durex made a big vote. It has smashed 13 brands on Weibo, and has interacted with major brands in a cross-industry form in the form of “commercial cross-blowâ€. Among them, there is no shortage of pens, and it has become a textbook-level marketing case by the industry and netizens.
Over the past few years, all of Durex has invested in his marketing case, which has been analyzed, revealed, and taken to the sky. As everyone knows, there is a marketing case of a Chinese home appliance company, which has already entered the classroom of the EMBA of the University of Chicago Business School. It is Casa Di.
Casa di concept appliances
Casa Di is the international high-end home appliance brand that Haier Group has built into the world's top resources and inspired by Italian life. If 10 points is a perfect score, we can modestly give Casa Di's products 8 points, but can give 12 points to its marketing plan.
Just as Durex's gold marketing is inseparable from the psychological psychology of the user, Casa Di is also the same, it will play the user-centered scene interaction to the extreme. This is also the root cause of the "Business Road for the Growth of High-end Brands" at the Chicago Business School EMBA. The root cause of Casa Di can compete with international brands such as Apple and Tesla.
Casa Di "Debut" University of Chicago Business School EMBA Sharing Class
As the new middle class becomes the main force of Chinese consumption, they have placed higher demands on family life and consumer behavior. The new middle class generally has higher wealth and is less sensitive to price, which means they are willing to pay for the quality of home appliances to gain a high quality of life. The new middle class is the target customer group of Casa Di, and what it has to do is to break into the consumers and infect them.
The interactive experience marketing of “Take it a good job†is the most correct decision made by Casa Di. For example, the most popular "Arts and Villas' Casa Life" is a city that has traveled through many cities across the country. It is a platform for life experience unlike traditional trade fairs. Casa Di built the villa on the street in real proportions, and embedded Casa Di home appliances, placed in the villa according to the state of life, for consumers to experience according to the scene. Some insiders commented that Casa Di broke the solidification model of the traditional home appliance industry with a focus on sales, and built a high-end lifestyle experience platform covering South China, Southeast, Eastern Coast and North China.
Art Villa House Casa Di Life
Casa di washing machine
First-class marketing is to show products to users, then the best marketing is to pass on the concept of life to users. Therefore, in addition to the product experience, Casa Di also held a family marathon for four years. According to rough statistics, the event has exchanged more than 200 million elite users and left footprints in first-tier cities such as Beijing, Shanghai and Shenzhen. Its core purpose is to convey a positive and positive life concept of caring for the family, healthy living, and national fitness for the target customer group.
In the transmission of the concept of life, "moving with emotion" is undoubtedly the best card, and this best card is naturally presented with the best carrier - variety show. Unlike other brands that simply name or implant some big-name variety, Casa di chooses to bundle brand value with program cognition, focusing on the social economy behind the program. The more successful cases are "Twelve Ways" and " Dream of transforming the home.
In the two-game variety, there is no mention of Casa Di repeatedly in the "line", but in an innovative way, with the help of the program platform, the Casa Di brand's understanding of "warmness" and "love" is conveyed to the target users. . For example, in the "Twelve Ways", Nicholas Tse and his father Xie Xian interacted in the kitchen, and the designer of "Dream Renovator" chose the Casa Di's water heater designed for baby showers. The emperor's portrayal of family care.
Casa di and twelve flavors
The biggest advantage of this marketing strategy is that the Casa di brand and the variety show are tied at the value level, attracting a group of users with the same values. The industry believes that this way of cutting the target content into the target circle and building the ecology of the brand community will become a model for brand promotion in the future.
The most direct manifestation of marketing success is performance. According to the latest January-September data of Zhongyikang, the overall average price of Casa Di is nearly three times that of the industry, and it has the absolute first position in the high-end ice, wash and air market. In the refrigerator market, Casa Di retail sales growth of 7.6%, the refrigerator market of 10,000 yuan or more, occupying the first position of 30.1%; in the washing machine market, Casa Di retail sales growth of 41.9%, more than 10,000 yuan washing machine market, card Sadie leads the industry with a high share of 69.1%; in the air conditioner market of over 16,000 yuan, Casa Di has the first position of 46.8%.
It can be seen that Casa Di has a global marketing strategy based on the needs of high-end users around the world and interacts with the new community ecosystem with zero distance. It is undoubtedly successful and worthy of being more than 30 high-ends shared by the University of Chicago Business School EMBA class. The only Chinese brand in the brand case. Wu Hao
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