The difference between a leader and a follower lies in innovation. Steve Jobs, the late founder of Apple, demonstrated this perfectly. With his iconic apple, he transformed the way people live, creating electronic products that have become global phenomena. His secret to success? Continuous innovation.
Apple’s rise was driven by three key elements: uniqueness, differentiation, and premium quality. These are not just the pillars of Apple’s dominance, but also the blueprint for any successful brand. In 2006, it was a remarkable year for Jobs. Not only did he ensure a smooth partnership between Apple and Intel, but he also led the company to its most profitable year in 30 years, drawing worldwide attention with numerous groundbreaking achievements.
That same year, Casa Di was officially launched. At first, there was no obvious connection between the two, but as Casa Di began to focus on original technology, differentiation, and high-end quality, it closely mirrored the principles that Jobs valued.
In October 2017, Qingdao Haier released its third-quarter report, revealing impressive growth. The company achieved operating income of RMB 119.2 billion, a 41% increase from the previous year. What's even more impressive is that last year, Haier made 119.066 billion yuan in a full year, but this year, they reached nearly the same figure in just nine months — a clear sign of their rapid progress.
One of the highlights of this quarterly report was Casa Di, which has now emerged as a leader in the high-end home appliance market. In the first nine months of 2017, Casa Di’s sales revenue increased by 41% year-on-year. According to Zhongyikang data, the average price of Casa Di products is nearly three times the industry average, and it holds a dominant position in the high-end refrigerator, washing machine, and air conditioning markets.
For example, Casa Di’s refrigerator in the 1W+ segment has a 30% market share, its washing machine in the 1W+ category has a 66% share, and its air conditioner in the 1.6W+ range holds a 47% share. Among the top 10 brands in the 10,000-yuan-plus washing machine market, Casa Di leads with a 66% share, surpassing 17 other brands in the same price range.
Casa Di’s success stems from its unique innovations. It is the world’s first washing machine capable of recognizing fabric types and is the only one that can wash silk embroidery. This breakthrough turned hand-washed luxury into reality, marking the beginning of the Casa Di era. While the first washing machine was invented by Americans, the first one designed for luxury items and silk embroidery came from Casa Di.
From automatic fabric and color recognition to smart detergent dosing and fully automated operation, Casa Di offers an intelligent, luxurious experience. It also features the world’s first laser seamless welding technology, providing exclusive care solutions tailored for high-end users.
As a global high-end brand, Casa Di stands out through its unique differentiation. Its oversized inner drum — the largest at 601mm — allows for larger clothing capacity, while its ultra-thin body and powerful 10kg washing capacity save time and effort. These innovations have redefined the standards of the washing machine industry.
Casa Di’s differentiation goes beyond design. From award-winning refrigerators to washing machines that use direct drive motors instead of traditional belts, the brand partners with prestigious names like Fisher & Paykel. These choices reflect a commitment to excellence and a distinct identity.
Innovation isn’t just about technology; it’s about culture. True high-end brands connect with consumers on a deeper level, blending quality, identity, and artistic expression. Casa Di embodies this philosophy, using age-old craftsmanship such as manual hammering and gold painting to enhance its modern designs.
From eco-friendly living to a fresh and delicious lifestyle, Casa Di has pioneered a new concept in the high-end home appliance industry. Wherever it appears, it brings a strong artistic atmosphere, becoming a platform for elite consumers. This unique approach is now being emulated by others.
The three core elements — innovation, differentiation, and premium quality — explain why Casa Di is both the best-selling and most expensive brand in its category. Through continuous creativity and cultural depth, Casa Di continues to set new benchmarks in the world of high-end appliances.
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