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Casa Di opened the refrigerator for more than 15,000 yuan, 36.8%
On January 24, Zhongyikang released data on the refrigerator market for the first two weeks of 2018. The high-end segment—refrigerators priced above 15,000 yuan—saw an overall industry share of 4.98%, a rise of 1.45% compared to previous periods. While most brands struggle to gain traction in this premium market, Casa Di stands out as a true leader. According to the report, Casa Di captured 36.8% of the market for refrigerators over 15,000 yuan and 34.7% of the total market for units priced at 10,000 yuan or more. This impressive performance not only outpaced German, Japanese, and Korean competitors but also showcased Casa Di's strong position in the global high-end refrigerator industry.
The continued success of Casa Di reflects a growing consumer trend toward higher-end appliances. At the 9th China High-End Home Appliances Trends Release and Red Top Awards Ceremony held on December 22, 2017, the Red Top Awards Committee published the "2017 China High-End Home Appliances Consumer Survey Report." It revealed that 37.1% of surveyed consumers were willing to purchase a high-end refrigerator priced between 12,001 and 16,000 yuan. High-end buyers are increasingly focused on health-related features, with preferences shifting toward energy efficiency, environmental friendliness, personalization, and smart technology. These evolving expectations are reshaping the market and pushing brands to innovate.
Casa Di’s latest product, the F+ Free-Embedded Refrigerator, perfectly aligns with these changing demands. Leveraging the world’s first MSA oxygen-controlled freshness technology, it enables precise control over oxygen levels in storage compartments, effectively slowing down oxidation and preserving ingredients at a cellular level. This cutting-edge feature places Casa Di at the forefront of innovation in the industry. Additionally, the F+ model introduces five distinct fresh-keeping zones—oxygen-controlled preservation, infrared temperature control, pure health mode, deep cooling, and a warm zone—offering a seamless blend of functionality, aesthetics, and personalization.
To demonstrate the effectiveness of its cell-level freshness technology, Casa Di organized two “Oxygen-Preserving and Freshness Challenges†in January. During one of the events, participants tested the freshness of fruits stored in both regular refrigerators and the F+ model. After seven days, the results showed that fruits kept in the Casa Di refrigerator remained vibrant and fresh, while those in standard models had significantly dehydrated. This hands-on demonstration not only boosted brand awareness but also drove sales nationwide. According to preliminary reports, over 10,000 units of the F+ model were sold during the campaign, generating widespread discussions on social platforms like WeChat Moments under the hashtag #FPlus.
Casa Di’s rising sales reflect more than just product quality—it signals a cultural shift among high-end consumers. The brand has not only transformed how people store food but also sparked conversations across various communities. Its commitment to innovation has helped address key challenges in the industry and initiated a new era of structural transformation in the home appliance sector. As demand for premium, intelligent, and sustainable products continues to grow, Casa Di is well-positioned to lead the next wave of change in the global refrigerator market.
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