Vatti(SZ:002035) He Xun Wang·2025-06-12 08:11Core Insights - The competition in China's high-end kitchen appliance market is intensifying, with FOTILE, ROBAM, and Vatti forming a "three strong" situation, capturing nearly 45% of the online market share in the first four months of 2025 [1][3] - Vatti has shown resilience with a slight decline in market share, while FOTILE and ROBAM experienced more significant drops, indicating Vatti's stronger market fundamentals [1][3] - Vatti's average price increased by 2.15%, highlighting its brand premium and competitive edge through technological innovation and quality upgrades [1][3] Industry Trends - The high-end kitchen appliance sector is witnessing a shift from functional satisfaction to experiential upgrades, with consumers willing to pay a premium for smart, healthy, and aesthetically pleasing products [5] - Vatti is strategically targeting both high-end urban families and the new middle-class market with a combination of mid-range pricing and high-end technology [5][13] - The rural market is becoming increasingly important, with Vatti implementing a strategy of channel flattening and localized product development to tap into this potential [5][13] Brand and Product Strategy - Vatti is focusing on a "clean kitchen" system, expanding into related categories like water purification and waste disposal, while avoiding blind expansion [6][9] - The company is actively pursuing a brand rejuvenation strategy to appeal to younger consumers, leveraging celebrity endorsements and modern marketing techniques [7][9] - Vatti's core product categories, such as range hoods and stoves, account for over 66% of revenue, with a commitment to deepening product innovation [9][10] Channel Strategy - Vatti has successfully expanded its presence in the lower-tier markets, achieving a 41.35% growth rate in new retail channels and increasing its market share in these areas [13][14] - The company has shifted from a single-point breakthrough to a comprehensive penetration strategy in the lower-tier markets, establishing a robust online and offline sales network [13][14] - Vatti's collaboration with leading home decoration companies enhances its market reach and brand perception among high-value consumers in lower-tier markets [14][16] Conclusion - In the competitive landscape of high-end kitchen appliances, Vatti has carved out a unique path by focusing on user needs, continuous technological innovation, and adaptable market strategies, proving its capability to create new growth avenues [17]