With the continuous expansion of the integrated cooker industry, iterative ups and downs, a question has quietly become more and more heavy in the hearts of many industry operators - how to become an enterprise with stable operation and sustainable high-quality development
Whether it is a strong institutional mechanism or a unique cultural creed, the road to enterprise longevity must be a combination of Tao and technology.
Since 2010, the Martian (300894SZ) Chairman Huang Weibin has been in the clothing business for 13 years. During this period, the Martian accelerated and became a leading enterprise in the integrated stove, and in the first half of 2023, the Martian's revenue was 102.4 billion yuan, which is far more than Zhejiang Meida 77.2 billion yuan in revenue.
At the same time, with the continuous growth and standardization of the industry market, the Martian people in the development process of the enterprise, but also gradually formed the "three virtues culture" as the core of the corporate values, from employees to managers, to the entire distribution system, partners, are adhering to the principle of mindfulness, altruism, virtue to do things and do things, "the unity of knowledge and action", service users, in the hustle and bustle of the market, firmly found a road of their own brand management.
01Innovators who are obsessed with technology
In recent years, with the peak of incremental market dividends, consumers' demand for kitchen appliances has gradually entered a shift period, and at the same time, the further rise of the superimposed stock market is more likely to expand the market share of new categories of products. It is precisely for this reason that integrated stove brands must drive product quality upgrading through technological innovation, and provide consumers with a just, easy, efficient, free and open kitchen life experience, so as to drive the high-quality development of enterprises.
Regardless of the field, the gap between enterprises is often determined by the degree of time and resources spent on technological innovation and research and development. In the integrated cooker industry market, Martian is always based on deep trend insights and pain point analysis, and constantly introduces new concepts, new designs, and new functions, and behind this is also the persistence and confidence in technology.
For example, the number of national patents, the scale of the cooperation platform, the advanced degree of the introduction of production equipment, etc., are all important manifestations of the brand's scientific and technological strength and productivity, and are also the key support for the sustainable development of enterprises. According to the current public information, Martian has obtained more than 500 patents, including 20 invention patents, especially in burner technology, steam oven technology, range smoke technology, multiple energy-saving technology, dishwasher technology and other aspects have deep technical reserves.
In addition, Martian is also constantly committed to promoting the technological transformation of integrated stoves, such as innovative steam rear exhaust technology, high-efficiency burner, deformable fan system noise reduction, noise reduction oil guide air duct, wind relief noise reduction impeller, quadruple oil smoke separation and other technologies, and they are gradually applied to the upgrading and iteration of products.
In the 13 years since its establishment, the Martian has carried out research and overcome technical problems through continuous investment in manpower and material resources, actively cooperated with well-known schools and enterprises, accelerated the deep integration of production, education and research, accumulated rich human resources and a huge number of patents, and has successfully built a unique leading advantage in scientific and technological innovation in the integrated stove industry.
At the same time, the Martians' exploration of technology has not stopped. With the current domestic economy has basically returned to normal operation, the consumer market continues to recover, the consumption potential is gradually released, and consumer demand is more inclined to quality, personalization, diversification and branding. At present, the development of kitchen appliances has also been at the forefront of the digital intelligence era, and Martian is also actively promoting the upgrading of intelligent home appliances and manufacturing digitalization. To this end, Martian has independently developed the mcook smart kitchen platform to optimize the user's kitchen experienceInvest heavily to build a Martian integrated stove smart factory to ensure product quality and production efficiency.
It is particularly worth mentioning that after years of hard work, Martian has been selected into the list of pilot enterprises of "2023 Zhejiang Future Factory" this year through the evaluation of Zhejiang Provincial Department of Economy and Information Technology, demonstrating its benchmarking role in the field of intelligent manufacturing and its strong innovation strength leading the digital and intelligent transformation of the industry.
All this, we can see that Martian has always rooted the spirit of "continuous innovation, industry leadership" in every product, and does not innovate for the sake of showing off skills, only to meet the needs of the current user's ideal kitchen life, which is the innovation principle and wisdom it adheres to.
02 ingenuity, excellence
Looking back on the development cycle of the integrated cooker industry, from scratch, to maturity and prosperity, it has continued to grow. In this process, although the integrated stove has been misunderstood, marked with a not very glamorous "label", but in the industry ushered in a new look today, consumers for aesthetics, technology, intelligence and other consciousness of the awakening, has reshaped the entire industry's competitive landscape and competition pattern, but also for the industry products to re-label high-end domestic household appliances.
During this period, based on the in-depth insight into user needs, Martian also launched a series of differentiated products with diverse categories, rich functions and eye-catching, which quickly entered the fast lane of development, achieved rapid growth for many years, and gained high market recognition.
In terms of product functions, since 2015, in response to user needs, Martian has created a new category in the subdivided industry of steamer integrated cooker, and then gradually formed a high-end full coverage in the field of steamer integrated cookerBy 2020, Martian's first integrated cooking stove Q3 was launched, and then Martian's self-developed M-Cook smart kitchen system was applied to a series of products, opening the in-depth layout of the intelligent track
In 2021, Martian will innovate the "air frying" function and release the E30 integrated cooker with a fashionable small bang design, which directly addresses the healthy and diversified cooking needs of modern consumersThen the ultra-large capacity cavity structure was innovated, the independent steaming and baking products were introduced, the ultra-quiet product experience was upgraded, and the integrated steaming and baking cooking stove was subversively innovated. All of them demonstrate the brand's ingenuity for consumer groups;
In terms of the appearance of the product, the classic nose sailing style of the X7 won the Red Dot Award and the IF Design Award, leading the new aesthetic trend of the industryto the integrated aesthetic benchmark Swan neck X5 was born, becoming a fashion hit;Then to the X8, BMW design and high-end intelligence are integrated, and the interpretation of integration, technology, refinement, and fashion;As well as the recently upgraded new generation of X5 Pro integrated cooker for steaming, baking and frying, continuing the design language of the swan neck, allowing the function and performance to evolve in an all-round way, black and white double color matching, breaking the stereotype of the integrated stove in the hearts of consumers, and once again bringing multi-dimensional changes to the industry such as appearance, function, intelligence, and style.
Furthermore, in order to continuously give consumers more diverse choices in products, and improve the ability of enterprises to adapt to the changing market in the iteration cycle of brand products, Martian empowers product manufacturing by using platform ideas. The high-end integrated stove manufacturing platform behind the new X5 Pro series recently launched by Martian, Galaxy, is the best embodiment.
It is understood that the Galaxy platform is a complete machine structure pioneered by the Martians, which can truly achieve modular design, and it is more convenient for functional upgrades and maintenance between functional modules. For example, the integrated understove cabinet can be equipped with disinfection cabinet modules, steaming and baking integrated modules, steaming and baking two-body modules, etc., to bring users more personalized kitchen cooking solutions.
In the future, I believe that relying on this solid platform foundation, Martian will more intensively interpret the trend of personalization and customization, interpret a broader aesthetic revolution, better cut into the new decoration and renewal market, and meet the needs and experiences of consumers at different levels.
03 Dedication to far-reaching, service-oriented
Nowadays, Martian people have more good ideas for the future with the opportunity of the era of digital intelligence, and will continue to devote themselves to the struggle to realize the promise of a better life for thousands of smoke-free kitchens with updated service concepts and service models.
In terms of product quality, the Martian takes 100% full inspection, and after the completion of the testing process, the whole machine will be inspected indefinitely. At present, Martian has a total of 13 testing rooms, which are heavily tested to ensure the quality of products, so that consumers can buy and use more assured.
It is precisely because of such strict layers of checks as the confidence that Martian has created the ultimate service standard of "six service commitments + four service characteristics" to create a high-end experience for consumers.
It is particularly worth mentioning that in 2018, taking consumer satisfaction as the starting point, Martian established an independent service brand "Martian Speed Service Brother". If you want to become a member of it, you must go through professional service process training and certification before you can hold a certificate, a complete set of service process, not only refreshes the user's experience of the depth of the speed service, but also conveys the exclusive brand temperature of the Martian.
In 2021, the Martian service will be upgraded again and the "365 worry-free return" policy will be launched. That is, the Martian solemnly promised to consumers across the country that the first store to purchase the designated model of integrated stove, from the date of installation and acceptance, within 365 days, due to the product itself caused by the dissatisfaction with the effect of the smoke absorption, no reason to return the goods, real service to consumers.
In addition, in the whole consumption process, more valuable value-added services are an important part of generating user stickiness. In order to further activate users, Martian has opened up a new path for brand development combining online and offline.
In 2022, with the empowerment of digital tools, Martian has taken the lead in establishing an omni-channel intelligent experience center, and the full intelligent quality inspection rate will reach 100% in after-sales guarantee servicesThe agent intelligent assistance rate reached 7309%, greatly reducing the complexity of work;Text bots** have a conversion resolution rate of 839%；The resolution rate of intelligent voice return visit work orders is 8179%, which perfectly interprets the service tenet of "fast response, good at one time".
At the same time, with the continuous improvement of the entire smart service system, through the more concrete "people + goods + field" linkage and the integrated full-link model innovation, Martian will create a new way of derivative services in other aspects such as user after-sales, dietary and nutritional management, and further realize the quality and efficiency of the entire brand service system, create a more personalized service experience for consumers, and will inevitably play an important role in promoting the digital transformation of the entire industry.
Write at the end:
The road of business innovation is full of thorns, and the Martians have walked out of a smooth road with persistence and ingenuity.
Over the past 13 years, Martian has always adhered to the principle of "continuous innovation, industry leadership", innovative technology research and development, maintained leading advantages, and empowered product upgrades through insight into consumer market trends and current user needsAt the same time, we insist on quality first and lay a solid reputationFacing the new stage of development, we will continue to insist on returning to user value, and realize the advancement of service capabilities with the help of "tools" to "operations", and move towards the evergreen foundation at our own pace.
Yang happy).