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Casarte

Brand Story

Casarte is an international premium brand fashioned after Italian elegance, and its core product lines include artistic consumer electric appliances and integrated kitchenware.

The brand name “Casarte” is derived from the Italian words “La Casa”, which stands for “Home”, and “Arte” meaning “Art”.  Casarte is thus a combination of both words - “Art of Home”.

There are 14 design centres, 28 cooperative research and development institutes (such as Massachusetts Institute of Technology, etc.) and over 300 designers for Casarte worldwide (across 12 countries including Italy, England, Germany, France, America, Japan, China, etc.).  Combining the best in global design and innovation, Casarte uses stainless steel and glass, which are known as “eternal materials”, in the manufacturing of its products.  Casarte has garnered the annual design award from "Business Week" in USA, as well as “Plus X Award”, “IF Design Award” and “Best of the Best Award” in Germany, amongst other worldwide top-tier awards in the design industry.

The line-up of Casarte products cover the following 9 main product types, spanning 39 series and over 380 types of products: refrigerators, cabinets for drinks, air conditioners, washing machines, water heaters, electric kitchenware (exhaust fans, cooking utensils, sterilizing cabinets, baking ovens, steamers, microwave ovens and dishwashers, etc.), small scale electrical household appliances (coffee machines, toasters, blenders/juicers/hand-mixers, cup warmers and electric water heaters, etc.), televisions and integrated kitchen cabinets, etc.  Products from Casarte have already entered nearly one million high-end households.

Living up to the brand slogan “Refined Living”, the design principle for Casarte is to draw inspiration from exquisite living to create everlasting artistic quality.  Every piece of Casarte consumer appliance characterizes artistic living and is dedicated to creating an exquisite life for the urban elite.  

Artistic Appliance

Casarte is a creative appliance highlighting industrial design based on guiding the functional trend of household appliance. The artistic appliance stresses on artistic design and design artistry. Generation of artistic appliance will make the appliance become the artwork in the domestic environment and bring aesthetic experience to the consumers spiritually and sensually, so as to enjoy the freedom and convenience from unique industrial design. The artistic appliance focuses on user-centered design and devotes to perfect combination between the quality and the taste, performance and function supported by technical innovation and industrial design. In addition, the artistic appliance requires that the manufacturing material, manufacturing process and other links completely serve the requirements for the design quality; therefore the manufacturer is required to provide all-around humanistic care for consumers. Embedded and integrated cupboard and electric appliance: It is a perfect combination of electric appliance and cupboards and a solution of integrating design, manufacturing, installation and service. Embedded and integrated cupboard and electric appliance will be popularized so that the electric appliances will not be the center of separate cooking and cleaning anymore in a family, but gradually become the continuation of kitchen & home furnishings center; the modern appliances will not be served as a separate role anymore, but turn into an integral part of the kitchen, so that the function, design and installation of appliances are fused into the overall kitchen design concept.

Brand Concept

Home, is the everlasting core of Casarte; art, is the soul of Casarte.

The artistic appliance created by technology and wisdom perfectly interprets the art of home.

Casarte provides an elegant life solution for the elite people loving life based on the household appliances rich in humanistic connotations.

Beginner’s mind: Casarte, international high-end appliance brand, aims at guiding for hundreds of years.

Manufacture for faith. Absorb the world’s first technology gene, integrate the global design inspiration, concentrate on excelsior technological quality, constantly pursue the balance between practicability and artistry, and awaken your imagine of the honorable life.

Casarte, Never Compromise on Perfection.

Originality: make products in an attitude of making artwork, fuse love into the persistent pursuit for “technology, delicacy and art”, cast spotless exquisite details by originality, and take the appliance as the tastable art.

Conveying the Artisan Spirit in the Heart: Focus and Persistence of the Brand in the Product

Wisdom: Move ahead, and stay true to the mission. Every travel is for arrival of love.

Casarte, absorbs the life inspiration and injects the love of the home to all details. It adopts the 0.2mm ultimate craft and never compromises on perfection so customers can feel the warmth among the artistic and technological home appliance.

The art of the home lies in finding the meaning of love.

 

Casarte Appliance Originates from Love.

Background

Casarte’s profound cultural deposits are not created on one day, and what supports it is a 30-year market and global resources created by Haier. As the largest white household appliance brand in the world, Haier has achieved the leading position in the global appliance industry through deep understanding of consumer demands and rich product lines since its brand establishment. Driven by this brand vision of “providing a good home life for global consumers”, Haier keeps continuous tracking and study for the living states of global consumers. Before Casarte is pushed out, Haier Group has spent 5 years in elaborate and profound consumption survey research for over 80,000 high-end users in 12 cities including Milan, London, Berlin, Paris, New York, Tokyo and Shanghai. Survey results show that, the high-end consumers are being developed into a unique class at a high speed. Take China for an example, the high-end group is progressively increased at a rate of 16%, and 80% of them are 25-45 years old, mainly living in the first and second tier cities; they succeed in their career, receive higher education, and most have university or above degrees; greatly influenced by foreign atmosphere, they have higher identification to fashionable, modern and westernized life styles, and believe that the significance of treasure is internalized from flaunt to the life style of having the ability to select the life style which they like, in order to generally pursue high-quality exquisite life (attention of health, harmony, elegance, convenience, high technology and decorativeness). The life value of the high-end consumer is being subject to profound change, and the consumers’ demands are developed from popular demands to individualized demands. For production functions, the high-end people generally focus on technological innovation of products, lay emphasis on the brand reputation, design, health and environmental protection of products, as well as manufacturing process and refinement of products.

Meanwhile the product quality and function are pursued, they also wish the brand and product can represent their life styles and their understanding of the life, and bring a high-class brand new idea to their lives. Adhering to the understanding of consumers’ demands and the support of world’s top design and innovation, Haier gives life to Casarte which can represent the quality life of the high-end group.

As the high-end sub-brand of Haier Group, the brand operation modes of Casarte and Haier are strong endorsement modes. Casarte has a lot of international resources, such as global design of Haier, research and development, manufacturing, procurement, as well as 29 manufacturing bases, 8 comprehensive research & development centers, 19 overseas trade companies and over 60,000 global staff in the world with the aid of Haier.

Main Products

Since its list in September 2007, Casarte, with its main product line of artistic appliances and embedded and integrated cupboard and appliance, has owned 9 major categories, 39 series and over 380 models, such as refrigerator, wine cooler, air conditioner, washing machine, water heater, TV, kitchen appliances (smoke exhauster, cooker, disinfection cabinet, oven, steamer, micro-wave oven, dish-washing machine, etc.), small household appliances (coffee machine, bread maker, juicer, blender, citrus juice squeezer, cup warmer, electric kettle, etc.) and integrated cupboard. In the past three years, Casarte has developed quickly and performed prominently, frequently obtained the international awards by its outstanding design originality, including “Annual Design Award” in Business Week, “Plus X Award” in Germany, “IF Design Award” in Germany and “Red Dot Award”, etc.

IPSOS brand asset survey report in December 2009 shows that, the brand mentioning rate of Casarte among the high-end group in the first-tier cities of China has reached 29%. At present, Casarte products have proudly entered into nearly hundreds of high-end families, and brought quality lives to the high-end group in China.

Casarte is not only a high-end appliance brand, but also represents a life style and attitude. Casarte believes that, based on the design and idea of elegance and innovation, it will continue to devote to meeting the potential demands of the elite to enjoy the best “quality” life, and provide an elegant life solution coping with the future trend in advance.

Development Events

2006

At the research & development stage of Casarte products, the first batch of product design obtained the highest reputation “Golden Prize” of “China Red Star Design Award” issued by China Red Star Design Award Committee.

2007

On September 20, Casarte brand was formally issued on “Now, Entering into the Future - Casarte Life Taste” held in Beijing. Casarte washing machines obtained “iF Design Award” known as “Design Oscar” issued by iF Industrial Forum Design Center in 2007.

2008

In March, Casarte Italian three-door refrigerator obtained “Red Dot Award”. This is the first time to obtain such award in the refrigerator industry of China. In May, Casarte French side-by-side combination refrigerator became the brand which was the first in the household appliance industry to obtain the 24th “Golden Hammer Award”. In September, Casarte Italian three-door refrigerator obtained 2008 “International Outstanding Design Award” jointly evaluated by Business Week and Industrial Designers Society of America (IDSA).

2009

In May, the world’s leading creativity economic research organization - ICEC (International Creative Economy Center) published the list of top ten creative products affecting the world in 2008, and Casarte French side-by-side combination refrigerator became the only selected refrigerator brand by means of “super space”. In “2009 China High-End Refrigerator Fashion Trend & Industrial Development Summit Forum”, Casarte Italian three-door refrigerator obtained “2008-2009 Most Worthy of Purchasing Three-Door Refrigerator” award, and Casarte French side-by-side combination refrigerator obtained five awards, such as “2008-2009 Typical Side-by-side Combination Refrigerator”.

On September 6, in Germany 2009 IFA Exhibition, Casarte French side-by-side combination refrigerator obtained “2009 Best Technological Innovation Award”, and this activity was co-organized by China Household Electric Appliance Research Institute and China Industrial Design Association.

On September 29, for Casarte compound roller washing machine, a product launching press conference was held in Beijing, so as to show the original “S-e compound balancing ring technology”.

2010

On March 26, Casarte held 2010 global taste of Casarte stylish life “fashion embedded, IN guiding the trend” in Shanghai.

On June 28, Casarte held the publishing ceremony of White Book of stylish life in Italian Hall of Shanghai World Expo Garden, and invited the elites in art, design, food and wine industries to accurately interpret the true meaning of stylish life from red passion, white originality and green elegance, so as to provide guidance for the high-end people in China to pursue high-quality life.

On September 16, Casarte, together with famous “life artists”, such as Ma Yanli, Li Dongtian, Yan Yue, Jin Yuhong, Xiao Cirui, Wu Di, et al. from different fields such as clothing, modeling, music, interior design, life psychology, co-organized “Meaning & Style” Life Artist Salon & Casarte Creative Design Concept Exhibition, in order to share the inspiration on “Life and Art” and discuss the truth of “Art of the Home”.

On October 13, Casarte, taken along the refrigerator, wine cooler, home appliances and other core products, took part in 2010 International Fashion Home Show held in Shanghai Exhibition Center, and appeared with a lot of international top appliance brands. On November 5, 2010, the award ceremony & 2010 management world annual meeting “Ten-Year Innovation - New Technology, New Economy and New Ten Years” was held in Beijing by IT Management World. In the meeting, Casarte Internet Refrigerator of Things had the honor of “Innovative Product Leadership Award in the Coming Ten Years”.

On December 8, 2010 Large-Scale Forum & Award Ceremony “Smart Manufacture·Ten Years - Looking for New Business Force Influencing China” co-sponsored by Business Times and Institute of Industrial Economics, Chinese Academy of Social Sciences was held in Beijing. In the meeting, Casarte Refrigerator had the honor of “Cutting-Edge Product Award in Ten Years”. In January 2011, Casarte French six-door refrigerator has got the sole “Red-Top Award” of the refrigerator class in 2010-2011 in the second appliance “Red-Top Award” feast based on the perfect combination of subversive design and high technology.

2011

Casarte’s “Sincerity Touching, Stylish Family Feast” annual series subject public activities touched people’s heart through different senses of “tasting”, “smelling”, “touching”, “looking” and “listening”.

On April 18, Casarte signed a contract with the Cup of China ISU Grand Prix of Figure Skating & Casarte Ice Children Competition in Beijing Jingyuan Art Center, and the perfect combination of Casarte and figure skating skillfully presented the art design ideas and elegant connotations of household appliances through sports. On April 15, 2011, Casarte cloud PAD obtaining Golden Prize of iF International Design Competition was formally published.

On May 25, in 2011 Shanghai Kitchen and Bathroom Exhibition, Casarte exhibited Casarte Poukim series household appliance which was the complete set of household appliance product first obtaining the iF award in the world.

On May 25, “2011 Summit Forum of Refrigerator Industry in China” & “My Green Plan - Launching Ceremony of Ice and Snow Festival in Gome Electrical Appliances” hosted by Department of Information Resource Development, National Information Center and State Grid, co-organized by Gome Electrical Appliances kicked off in Beijing. It was reported that, this was the third summit forum held by national Information Center, which was praised as the industry leader. Casarte brand was evaluated as “2010-2011 High-End Brand in Refrigerator Industry”, and meanwhile Casarte French six-door refrigerator, Italian three-door refrigerator and French side-by-side combination refrigerator obtained the honors of “2010-2011 Typical Star of Refrigerator Industry”. In July 2011, During China International Consumer Electronics Expo, Casarte series products obtained the award of “Consumer Electronics Innovation Product Influencing the World in Ten Years”.

On September 2, “2011 Summit Forum of Washing Machine Industry in China” co-organized by Department of Information Resource Development, National Information Center and State Grid was held in Beijing, and Casarte obtained 2011 global high-end leadership brand of washing machine; Casarte compound roller obtained 2011 innovation leading product award of high-end roller.

On September 3, on International Consumer Electronics IFA Exp. in Berlin, Germany, Casarte cloud PAD obtained “User Experience Golden Prize”, becoming the winner of this IFA Expo. At the same time, Casarte electric heater obtained “Product Innovation Award” issued by China Household Electric Appliance Research Institute in the activity of “2011 China Household Electric Appliance Innovation Award Selection” carried out in IFA Expo.

On December 7, Casarte obtained “the most influential brand in the real estate component industry” published by Real Estate, and meanwhile obtained the title of “the best supplier in the real estate industry”.

2013

On January 17, the fourth “Red-Top Award” ceremony organized by State Grid was held. The high-end brand of Haier Group, Casarte Bofen Series wine cooler with dual-temperature area by Internet of Things, obtained “Red-Top Award” upon receipt of the general consent from the expert jury by means of the untraditional research & development idea and dual-temperature area innovation design, thus becoming the sole batch of brands with such honor in the wine cooler products.

2014

November

2014 China Golden Flag Award Ceremony initiated by China Public Relations Network was held in Beijing, and the project “’Running Together, Slowly Loving’ Casarte 3km Family Marathon” obtained 2014 Golden Flag Award with the Most Influential Brand Communication, which was also the only awarded high-end appliance brand sports marketing case in this activity.

September

In International Consumer Electronics Expo. opened in Berlin, the tenth “China Household Electric Appliance Innovation Award” ceremony hosted by China Household Electric Appliance Research Institute was held. Casarte Langdu refrigerator obtained the product innovation award in IFA Expo, so as to fully embody the leadership of the new trend of high-end appliance development and innovation in the world.

July

The third International Consumer Electronics Leader Innovation Award ceremony was held in Qingdao International Convention Center, and Casarte ella European roller washing machine stood out from hundreds of products, obtaining “China International Consumer Electronics Leader Product Innovation Award” in that year.

2015

March

Casarte Fairy Legend electric heater and Casarte ella European washing machine obtained 2015 Germany Red Dot Award by means of the innovative design and outstanding performance.

February

Casarte Bofen Wine Cooler successfully obtained 2015 Germany iF Design Award; while gemini ella washing machine obtained UI important awards in iF after 2014 iF Annual Product Design Award, which became the first product with two IF awards in history.

2016

In July, Casarte Ding-class cloud Jane refrigerator obtained Leader Technological Innovation Award.

On July 19, Casarte gemini ella was awarded the “High-end Preferred Brand Prize”.

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