On Thanksgiving Day, November 23, Durex made a bold move in the marketing world. The brand launched a major campaign on Weibo, breaking through with 13 different brands in a cross-industry collaboration known as “commercial cross-blow.†Among the partners was even a pen brand, and the campaign quickly became a textbook example of successful marketing, praised by both industry experts and netizens.
Over the years, Durex has consistently created memorable marketing cases that have been studied, dissected, and celebrated. One such case is that of Casa Di, a Chinese home appliance brand that has become a case study at the University of Chicago Business School’s EMBA program. Casa Di, built by Haier Group, is an international high-end brand inspired by Italian lifestyle and designed to offer premium experiences.
If we were to rate products on a scale of 10, Casa Di might get an 8, but its marketing strategy deserves a 12. Its approach focuses on user-centered experiences, creating immersive scenes that resonate deeply with consumers. This method is precisely what made it a key case in the “Business Road for the Growth of High-end Brands†at the University of Chicago.
Casa Di’s success lies in its ability to connect with users emotionally, much like Durex’s psychological-driven campaigns. By focusing on lifestyle and experience, the brand has managed to compete with global giants like Apple and Tesla.
A recent event showcased Casa Di's innovative approach: the brand set up a life-sized villa in cities across China, filled with its appliances placed in realistic living scenarios. This interactive platform allowed consumers to experience the products in real-life settings, offering a unique alternative to traditional trade fairs. Industry insiders believe this strategy has reshaped the home appliance industry, shifting from a sales-focused model to one centered on lifestyle experiences.
In addition to physical experiences, Casa Di also hosts annual family marathons, which have attracted over 200 million elite users. These events promote values like family care, health, and fitness, resonating strongly with the new middle class—China’s growing consumer base that prioritizes quality over price.
Another standout strategy involves integrating with popular variety shows. Rather than just placing ads, Casa Di aligns itself with programs that reflect its core values. For instance, in "Twelve Ways," Nicholas Tse interacted with his father in a kitchen setting, while in "Dream Renovator," a baby shower water heater from Casa Di was featured, highlighting family love and care.
This deep value alignment has helped Casa Di build a loyal community of users who share similar ideals. Industry analysts predict that this targeted content strategy will become a blueprint for future brand promotion.
The results speak for themselves. According to recent data, Casa Di’s average price is nearly three times that of the industry standard. In the high-end refrigerator market, it holds the top position with a 30.1% share in the 10,000 yuan+ segment. In washing machines, it achieved a 41.9% sales growth, leading the 10,000 yuan+ market with a 69.1% share. In the air conditioner market above 16,000 yuan, it ranks first with a 46.8% share.
Casa Di’s global marketing strategy, focused on high-end users and seamless community engagement, has proven highly effective. As the only Chinese brand featured in the University of Chicago Business School’s EMBA case studies, it stands as a shining example of modern, innovative marketing.
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