Core Insights - Vatti has appointed Han Wei as the Vice President to oversee marketing, indicating a strategic restructuring aimed at enhancing the marketing system [1][4] - The adjustment reflects Vatti's commitment to a "channel integration" strategy to deepen user value and compete effectively in the evolving kitchen appliance market [5][7] Market Trends - The kitchen appliance market is experiencing a "value war" driven by high-end products, rapidly penetrating into county-level markets [5][7] - Data from Suning shows a 135% surge in county-level home appliance orders from October 1 to 6, with sales of dishwashers, water purifiers, and dryers increasing by over 80% year-on-year [5][7] - Sales of embedded kitchen appliances in regions like the Yangtze River Delta and Pearl River Delta have risen by over 120% [5][7] Consumer Behavior - County consumers are shifting their focus from price to product design, smart features, health functions, and brand value, posing challenges for companies in channel coordination and experience delivery [5][7] - Traditional kitchen appliance sales face issues such as online-offline disconnects, leading to consumer experience gaps, particularly in the high-end market [7] Strategic Initiatives - The appointment of Han Wei aims to address these core pain points by integrating online and offline channels to ensure seamless delivery of high-end value at every consumer touchpoint [7] - This move is part of Vatti's broader strategy to achieve a revenue target of over 10 billion, focusing on enhancing profitability, capturing market share, and improving operational efficiency [7] - The "channel integration" and "sales and brand unity" strategy ultimately benefits consumers by simplifying decision-making processes and enhancing trust [7]

Core Insights - Vatti has announced a strategic integration of its marketing system, appointing Han Wei as Vice President to replace the previous heads of offline and online marketing [1][2] - The strategic upgrade reflects a shift in the kitchen appliance industry from competition based on "internal competition," "parameters," and "price wars" to a focus on "value wars" and user experience [1][2] Company Strategy - The adjustment aims to break down channel barriers and provide consumers with a seamless, efficient, and convenient shopping experience, which is crucial for industry upgrades [1] - Vatti's recent organizational adjustments around "channel integration and product-sales unity" are seen as a deep response to the challenges posed by the evolving market [1] Leadership and Experience - Han Wei's appointment is significant as it marks his second term as Vice President at Vatti, showcasing his deep understanding of user needs and strategic execution capabilities [1] - His previous success in leading the brand's youth transformation and innovative marketing strategies has helped Vatti gain trust among younger consumers [1] Market Positioning - The integration of the marketing system will enable Vatti to quickly capture market feedback and enhance product development and service upgrades [2] - The "channel integration and product-sales unity" strategy will eliminate information barriers between online and offline channels, allowing consumers to experience products in-store after being attracted online [2] Industry Context - The strategic upgrade serves as a valuable example for the kitchen appliance industry, which is currently undergoing significant adjustments [2] - As the industry shifts from incremental growth to stock competition, focusing on user value and enhancing customer satisfaction throughout the user lifecycle will be key for brands to build long-term competitive advantages [2] Future Outlook - With the deepening of the strategy, Vatti is expected to strengthen the value connection between users and the brand, positioning itself as a leading high-end kitchen appliance brand [2]