In the book *Addiction*, it's highlighted that habitual production can drive a business to stay competitive. The introduction of washing machines transformed the habit of hand-washing, leading to explosive growth in the market. Brands that quickly adopted this innovation were able to ride the wave of industry expansion. However, as the popularity of washing machines began to wane, the benefits of the machine-washing habit started to fade. The next big opportunity lies in the shift toward higher-end consumption.
As the main driver of this upgrade, the middle class is accelerating the high-end transformation of the washing machine industry. Casa Di, an international brand known for creating new categories in global laundry solutions, has successfully introduced air washing as a third form of care—after traditional washing and dry cleaning. This innovation addresses the need for high-end clothing care, following previous advancements like "divisional washing" and "clean water washing."
**Breaking the High-End Homogenization Deadlock: A New Path with Air Washing**
The washing machine industry has entered a new phase, where rapid market expansion has slowed down. In recent years, the market has stabilized, making it harder for companies to rely solely on scale growth. Product upgrades are now essential for industry development. However, many manufacturers are still focusing on mainstream features such as drum designs, large capacities, inverter technology, drying functions, and smart features. While these upgrades have increased average prices, the high-end segment—such as washing-drying combos, 8kg+ or 9kg+ drums, and smart models—has seen declining prices.
This situation has intensified industry contradictions, especially between the fast-paced product development by manufacturers and the slower consumer adoption. To stand out, brands must focus on differentiating their products, launching innovative features, and finding new selling points. As the saying goes, “Habits form when certain behaviors are repeated enough and perceived as useful.†Air washing was specifically designed to meet the needs of high-end clothing care.
According to statistics, one in every 1,000 people uses laundry services, and China’s luxury market is worth over $68 billion. This reflects not only the size of the dry-cleaning market but also the strong demand for high-end care for clothes, car interiors, and more. Traditional washing can’t fully meet these needs, while dry cleaning often causes issues like chemical residue, time-consuming processes, and damage to fabric fibers. Air washing offers a safe, convenient, and effective alternative.
Casa Di’s innovative “air wash†technology uses warm steam and strong airflow to restore clothing to its best condition. It removes dust, dander, odors, bacteria, and mites, providing a hygienic and comfortable care solution. With this, consumers can enjoy high-end care at home, changing their habits of sending expensive clothes to dry cleaners and bringing the care industry into the 3.0 era. Air washing is now the third way to care for clothes—after washing and dry cleaning.
**Avoiding Industry Chaos: Casa Di Deciphers the Real Secrets of Air Washing**
New categories not only change consumer behavior but also open up massive market opportunities. Just like the early adoption of drums, large capacities, inverter technology, and smart features, many competitors followed. But air washing is still in its early stages. The difference between Shantou and true innovation lies in original technology and superior user experience.
Air washing may look simple, but achieving the desired results is no easy task. To avoid industry confusion, Casa Di reveals the real secrets behind air washing. A genuine air washing system should fulfill two key functions:
1. **Customized Care Modes Based on Fabric Types:** Different materials like down jackets, silk, and leather require specific temperature and time settings. If handled improperly, it could damage the garment and cause dissatisfaction among users. Casa Di’s air washing adapts to each material. For example, mink coats take only 10 minutes, while down jackets need 30 minutes. Each requires a tailored heating temperature, ensuring proper care for high-end fabrics.
2. **Balanced Moisture and Humidity Control:** Air washing isn’t completely dry. A moderate level of moisture helps keep fabrics soft and prevents them from becoming too stiff. For fur products, which are sensitive to temperature and humidity, Casa Di uses variable-temperature steam. This ensures the clothes don’t come into direct contact with water, maintaining a comfortable environment that keeps garments soft and reduces fiber stress.
From partition washing to air washing, Casa Di has consistently focused on original technology to reshape high-end consumer habits and deliver a better quality of life. By creating new categories in global washing, the brand continues to establish itself as a leader in the premium market. As a young director, Huang Ying understood that “living isn’t about having a big house, but about enjoying the comfort of family life.†The first air washing model opened a new path for the high-end development of washing machines, solving new industry challenges. Casa Di is truly worth learning from.
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