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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 segment of refrigerators priced over 15,000 yuan saw an industry share of 4.98%, up by 1.45% compared to previous periods. While most brands still struggle in the high-end market, Casa Di stands out as a true exception. According to the report, Casa Di captured 36.8% of the market above 15,000 yuan and 34.7% of the market for units priced at 10,000 yuan or more, placing it at the top and surpassing German, Japanese, and Korean competitors. This highlights its strong performance in the global high-end refrigerator sector.
The continued success of Casa Di reflects the growing demand for premium refrigerators. At the 9th China High-end Home Appliances Trends Release and Red Top Awards Ceremony 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 respondents were willing to purchase a high-end refrigerator priced between 12,001 and 16,000 yuan. Consumers are increasingly looking for products that offer health benefits, along with features like advanced technology, smart control, quality, and brand reputation. Additionally, they are now demanding energy efficiency, environmental friendliness, and personalized customization—requirements that are continuously evolving.
Casa Di's latest product, the F+ Free-Embedded Refrigerator, perfectly aligns with the needs of high-end consumers. On one hand, it utilizes the world’s first MSA oxygen-controlled freshness technology, allowing precise control of oxygen levels in storage spaces. This helps slow down oxidation at the cellular level, preserving freshness more effectively than ever before. On the other hand, the refrigerator introduces the F+ water pattern, combining five distinct freshness zones: oxygen-controlled preservation, infrared temperature control, pure health, deep cold, and warm preservation. This blend of artistry, individuality, and practicality makes it a standout in the market.
To showcase the effectiveness of its cell-level freshness technology, Casa Di organized two “Oxygen-Preserving and Freshness Challenges†in January. In one challenge, participants placed identical fruits in two groups—one stored in a regular refrigerator and the other in the F+ model. After seven days, the results showed that the fruits stored in the Casa Di refrigerator remained fresh, while those in the regular fridge had mostly dried out. This real-world demonstration significantly boosted consumer interest and drove sales nationwide. According to preliminary data, over 10,000 units of the F+ refrigerator were sold during the event, and the hashtag #FPlus# gained traction on social platforms like WeChat Moments.
It’s clear that the rising sales of the F+ refrigerator are not just about innovation but also about creating a cultural conversation around freshness and lifestyle. Casa Di has successfully transformed how high-end users view refrigeration, sparking discussions across various communities. Furthermore, by leveraging cutting-edge technology, the brand is addressing key challenges in the industry and leading the way in structural transformation.