Vatti COO Han Wei: Driving with fashion professionalism to redefine new growth paths amid changes

On March 30, Vatti’s new product launch event for its “Life Clean Realm” line was held in Hangzhou. This launch not only officially announced new spokesperson Zhang Linghe and also unveiled a major non-heritage aesthetics “Ci Hua” (porcelain talk) aesthetic tableware set; it clearly conveys Vatti’s strategic direction toward the future.

At the event, Vatti Co., Ltd. COO Han Wei delivered an in-depth analysis of the transformation trends in the kitchen and home appliance (kitchen electrical) industry, systematically explaining the core path by which Vatti reconfigures industry logic across three major dimensions—operations, products, and brand marketing—providing a new paradigm for the industry to get through the stock (mature) cycle and achieve high-quality growth.

The turning point of the times has arrived

Currently, the kitchen and home appliance industry is at a crucial convergence point where the post-real-estate-boom era and the post-“state subsidies for consumer home appliances” era overlap. The market has shifted from high-speed growth to deep cultivation of existing demand, and policy-driven forces are gradually giving way to consumption-driven forces.

As a hands-on management professional who has spent many years deeply in the home-appliance industry and has a holistic perspective, at this year’s just-concluded AWE (China Home Appliances and Consumer Electronics Expo) summit forum, Han Wei put forward forward-looking judgments: “technology should be invisible, and experience should be explicit” and “industry competition is won through experience.” In his view, the old logic of traditional manufacturing has already stopped working. Whoever can first reconstruct the value of the industry and anchor to users’ fundamental needs will be the one that occupies the competitive high ground of the future.

The industry is no longer about who can run faster, but about who can move more steadily, for longer, and stay closer to users. So how do you break the deadlock? He chose two keywords: “professional” and “fashion.” And before these two keywords is “long-termism”—using integrated production-to-sales-to-service as the core lever to drive multi-dimensional transformation and find new growth paths amid change.

“How do we implement it? Actually, the core is very simple: for every product we make, it is our commitment to everyone.” Han Wei emphasized at the launch, “At present, this is a new starting point for the industry to break away from reliance on policies, return to the essence of the market, and compete on product strength and service strength.”

In the face of industry transformation, Han Wei led Vatti to start from end-to-end operations and complete the reshaping of the three core logics of operations, products, and brand marketing. Through a systematic transformation of cross-region and full-scope coordination, Vatti has built an industry operations system suited to the new era—both laying a solid foundation for Vatti to get through the stock cycle, and providing a practical reference model for the kitchen appliance industry’s transformation and breakout.

Reshaping the operations logic

So, how do you reshape the operations logic? Han Wei’s first method is: shift from “selling products” to “operating people,” activating full-scope value through integrated production-to-sales-to-service.

Vatti places user value at the center of operations, using “integrated production-to-sales-to-service” as the key lever to redefine the relationship between “people, goods, and channels,” enabling deep integration of online and offline and making the connection between experience and transactions “seamless.” Han Wei mentioned in an exclusive interview: “Mindset is very important. With a mindset, you actively search; without a mindset, you can only infer passively. And the prerequisite for mindset is resonance with users.”

Taking users as the guiding principle is also Han Wei’s standard that he has consistently followed. In the past, consumers often faced this pain point: they’d heard about a new technology and wanted to experience it firsthand, but the products displayed at nearby stores were still the ones from before. This hard-to-ignore “experience lag” would greatly reduce consumers’ enthusiasm.

Based on this pain point and strategic judgment, Vatti was the first to fire the opening shot for a terminal “refresh.”

What is terminal refresh? It means upgrading store products as the core, comprehensively updating product displays, optimizing the store image, and enhancing the quality of the customer experience—so that cutting-edge technologies, high-end products, and high-quality experiences are delivered to stores across the country, allowing consumers to step into the store and immediately experience Vatti’s latest products.

As expansion happens offline, service is refreshed in parallel. If you compare products to “hard strength,” then service is “soft strength,” and it is the final expression of brand temperature. Therefore, “service refresh” is advanced in sync with product upgrades. The goal is clear: transform the service system from a cost center to a core lever for operating users, turning service into the company’s second growth curve, and by building user word-of-mouth and increasing user stickiness through high-quality service.

At the channel level, Vatti guides distributors to transform from a single-solution seller into a comprehensive operator of “sales + services,” promoting brand, sales, and service to align in rhythm and resonate around user value, forming an operations pattern characterized by full-scope coordination and efficient linkage.

Reshaping the product logic

At this year’s just-concluded AWE, AI technologies emerged one after another, and almost every company showcased how they integrated them with their products. And the theme of this AWE is also “AI technology, wise imagination for the future.”

With the global AI wave already upon us, at the summit forum, Han Wei, from a professional perspective within the kitchen appliance industry, proposed the core product innovation logic of “technology should be invisible, and experience should be explicit,” driving industry product innovation back to its essence of “creating value for users.”

As a leading high-end kitchen appliance brand, Vatti has strong confidence in “professional.” As of the end of 2025, Vatti holds 4,939 national-level patent technology items. As a kitchen appliance company that was among the earliest to propose the “integrated home” strategy, after years of continuous deep cultivation, it has now become a leader in the ultra-thin range hood category. In 2025, in the online channels for ultra-thin and low-suction style range hoods, Vatti achieved the top position in both sales volume and sales revenue.

For Vatti, which adheres to long-termism, the first thing it discards is meaningless parameter comparisons and price wars—so that all technology innovations are implemented around users’ real needs. The porcelain talk set released this time is a core embodiment: it incorporates the latest technologies such as AI 24-hour air monitoring, 31m³/min high airflow silent smoke control, steam-water washing for self-cleaning, and energy-concentrating combustion 5.0MAX, while “hiding” complex technological logic behind the scenes, so that users experience the convenience and comfort brought by technology through intuitive experiences such as automatic smoke control, intelligent cleaning, and silent operation.

As Han Wei said, “Technology should be invisible—silent—and a tool to understand users and serve users.” Vatti’s product innovation always starts from users’ actual experience, making technology an “invisible assistant” for everyday life.

Make the brand lead fashion on the front line

As the industry’s early operator who has insight into the trend of Chinese-style fashion (guochao) and changes in consumption among younger groups, Han Wei knows that today’s younger consumer groups’ preferences for aesthetics and their pursuit of value. He believes that for a brand to reach young groups, it must first find resonance with them in rhythm, share the same aesthetic language, and discover similar approaches to life.

“Fashionization is an important support for Vatti’s high-end strategy. High-end is not only about technology and quality—it also includes brand tone, aesthetic value, and lifestyle. Fashion is a strategic move to enhance brand momentum and optimize product structure.” Han Wei said, “It’s not just simple aesthetics that make it the most fashionable. What users need today is emotional aesthetics—emotional value where they feel understood and resonated with.”

In response to today’s guochao boom and the era trend of cultural confidence, at this launch event Vatti teamed up with Longquan celadon inheritor master Ye Xiaochun to create the porcelain talk set, integrating Eastern aesthetics with modern kitchen appliances. The company also signed Zhang Linghe as the brand spokesperson.

At the event venue, when discussing the choice of Zhang Linghe as Vatti’s spokesperson, Han Wei said directly that it is a natural fit between the brand tone and the zeitgeist trend. Zhang Linghe carries labels such as sunshine and health, being a focused实力派 (serious professional performer), and loving life. These strongly align with Vatti’s brand genes of “fashion, science, high-end, and health.” In addition, his influence with younger, trendy audiences precisely hits the current young trend of “healthy living, sincere living,” which perfectly echoes the new Chinese-style fashion lifestyle that Vatti advocates.

Vatti breaks out of traditional home-appliance marketing routines and chooses a combination path of “empowering traditional culture + partnering with a top-tier star spokesperson,” building a long-term marketing system that integrates product and performance. This achieves a dual uplift: both in brand sound volume and in market performance.

Against the backdrop of the post-real-estate-boom and post-subsidy era, transformation challenges in the kitchen appliance industry remain. With deep reconfiguration driven by three major logics, Vatti has already achieved synchronized upgrades of online and offline channels, ongoing optimization of product structure, and steady improvement of brand value. In the stock market, it has achieved growth against the trend and firmly maintained its position as part of the first-tier group in high-end kitchen appliances.

Regarding the future of the industry, Han Wei said that competition in the kitchen appliance industry will ultimately return to user value. Only by holding fast to long-termism—continuously innovating with users at the center—can the industry pass through its cycle.