Haier Electric Appliance Group Co., Ltd., the leader of the domestic high-end wine cabinet industry, the industry standard setter, and the high-end artist appliance and embedded integrated cabinet appliance brand created by Haier Group
Casarte, a brand of Haier Group, is an international high-end artist appliance and embedded integrated cabinet appliance brand derived from Italian elegance, which was launched in China on September 20, 2007 after 8 R&D centers around the world, 28 cooperative R&D institutions (such as MIT, etc.), more than 300 designers (from Italy, Britain, Germany, France, the United States, Japan, China and other 12 countries), and after 5 years of efforts by more than 200 engineers in 29 manufacturing bases around the world.
Casarte's name is inspired by Italy. Home is the unchanging core of Casarte; Art, as a heritage, is a Casarte tradition. With the sincere pursuit of the origin of life and the sincere dedication to home art as the cornerstone concept of Casarte brand; With the style of home furnishing products rich in humanistic heritage, we will join hands with the elite people who love life to pursue elegance and enjoy the ultimate "quality" as the ultimate vision of the Casarte team; In the face of as many as 50 naming schemes, after the discussion and screening of Casarte Global Design Center, global manufacturing base, and many experts at home and abroad, we finally found a phrase in Italian that can perfectly interpret the soul of Casarte brand: "Casarte", "La Casa", which means "home", and "arte" means "art"; The combination of the two is "Casarte", which means "the art of the home".
Casarte's brand positioning is "creative home appliances, style life". It aims to interpret the brand connotation of Casarte's "inheriting the Italian artistic tradition, relying on global design and manufacturing resources, and working together to create a stylish life with artistic household appliances rich in humanistic care and integrated cabinet appliances".
Casarte's products are positioned as artist appliances and embedded integrated cabinet appliances, and each Casarte product interprets the trend of artistic life of household appliances.
Artist Appliances: It is a creative household appliance that highlights the industrial design of products on the basis of leading the functional trend of household appliances. Artist Electric, emphasizing the artistic sense of design and the artistry of design. The production of artist appliances will make home appliances become works of art in the home environment, bringing consumers sensory and spiritual aesthetic experience, and enjoying the freedom and convenience brought by unique industrial design. Emphasizing user-centered design, Artist Electronics is committed to the perfect integration of quality and taste, performance and function supported by technological innovation and industrial design. In addition, the artist requires all aspects of manufacturing materials, manufacturing processes and other links to fully serve the requirements of design quality, so as to require manufacturers to carry out all-round humanized care for consumers.
Embedded integrated cabinet appliances: It is a perfect combination of home appliances and cabinets, and is an integrated solution from design, manufacturing, installation and service. The popularization of embedded integrated cabinet appliances will make home appliances in the home will no longer be the center of separate cooking and cleaning, but gradually become the continuation of the kitchen and home center; Modern appliances will no longer be a separate role, but will become part of the kitchen as a whole, and the function, design and installation of the appliances will be perfectly integrated into the overall kitchen design concept.
Casarte products, because they are rich in humanistic concepts and humanistic care design, convey innate self-confidence, convey its vision of communicating with any person who pursues a high-quality life as a belief and is full of enthusiasm for life, and infiltrates Casarte's attitude of advocating style life and elegance. What is elegance? Casarte believes that having a fashionable product design is the "elegance" of the vision, and the exquisite and delicate internal function is the "elegance" of the feeling. Elegance is by no means cold and distant; With a noble and gentle, extreme but restrained attitude, Casarte delivers an elegant and calm "Casarte-style" life from the inside out, from products to concepts.
Casarte's profound brand culture is by no means achieved overnight. Before launching the Casarte brand, the Casarte team spent 5 years conducting detailed and in-depth consumer research on more than 80,000 high-end users in 12 cities around the world, including Milan, London, Berlin, Paris, New York, Tokyo, and Shanghai. The survey results show that high-end consumers are rapidly developing into a unique class. In China, for example, the number of high-end people is increasing at a rate of 16% every year, and 80% are between the ages of 25 and 45, mainly living in Class I and Class II cities; They have a successful career, a high level of education, and most of them have a college degree or above; They are greatly influenced by foreign trends of thought, have a high recognition of fashionable, modern, and Westernized lifestyles, and believe that the meaning of wealth has been internalized from showing off to having the ability to choose their favorite lifestyle, and generally pursuing a more high-quality exquisite life (focusing on art, elegance, harmony, convenience, and high technology). The life values of high-end consumers are undergoing profound changes, and the needs of consumers have also developed from the needs of the general public to the needs of individuals. At the level of product function, high-end people generally pay attention to the technological innovation of products, the reputation of the brand, the design, and the manufacturing process and refinement of the product; While pursuing product quality and functionality, they hope that brands and products can represent their lifestyle, express their understanding of life, and bring new ideas of high grade to their lives. With an understanding of consumer needs and the support of world-class design and innovation, Casarte, a brand that can represent the quality of life of high-end groups, has been given life.
Since its listing in September 2007, Casarte, which has taken artist appliances and embedded integrated cabinet appliances as its main product line, has owned 9 categories, 39 series and more than 380 models of products, including refrigerators, wine coolers, air conditioners, washing machines, water heaters, televisions, kitchen appliances (range hoods, stoves, disinfection cabinets, ovens, steamers, dishwashers, etc.), small household appliances (coffee machines, bread machines, juicers, blenders, orange machines, cup warmers, electric kettles, microwave ovens, etc.) and overall cabinets. In the past three years, Casarte has developed rapidly and achieved outstanding results, and has won many international awards for its outstanding design creativity, including the "Design of the Year Award" by Business Week in the United States, the "Plus X Award" in Germany, the "IF Design Award" in Germany and the "Red Dot Supreme Award" in Germany.
According to the IPSOS brand equity survey report in December 2009, Casarte's brand mention rate among high-end people in China's first-tier cities has reached 29%. At present, Casarte products have proudly entered nearly one million high-end families in China, bringing quality life to China's high-end people.
Casarte is not only a high-end home appliance brand, but also represents a lifestyle and attitude, Casarte believes that in line with the ultimate elegance, from the innovative design and concept, Casarte will continue to be committed to meeting the potential needs of the elite to enjoy the ultimate "quality", and to provide elegant life solutions in response to future trends.
