With the continuous expansion and fluctuations of the integrated stove industry, a question looms in the minds of many operators: how to achieve steady operations and sustainable high-quality development?

The answer can be establishing a strong mechanism or a unique cultural creed. Regardless, a company's longevity relies on the combination of proper principles and practices.

Thirteen years have past since 2010 when Huang Weibin, Chairman of Marssenger (300894.SZ) transitioned from the clothing business to the kitchen appliance industry. Since then, Marssenger has become a leading company in the integrated stove sector due to its rapid growth. In the first half of 2023, Marssenger's revenue reached 1.024 billion yuan, significantly surpassing Zhejiang Meida, its competitor by 772 million yuan.

Alongside the continuous growth and regulation of the industry, Marssenger has developed the Three Virtues Cultural System centered on Virtuous Governance, Virtuous Conduct and Virtuous Artistry. From employees to managers, including the entire dealer system and partners, everyone adheres to the principle of integrity, altruism, and virtue in their conduct and actions, integrating knowledge and practice to serve users. Midst a noisy and impetuous market, Marssenger has carved out a unique brand management path.

01 A pioneer in technological innovation

In recent years, with the peaking of the dividends of incremental market, consumer demand for kitchen appliances has entered a transitional period. Compounded with the further rise of the stock market, there is a significant opportunity to expand the market share of new product categories. For this reason, integrated stove brands must drive product quality upgrades through technological innovation, providing consumers with aesthetically pleasing, efficient, and flexible kitchen experiences. This approach is crucial to driving high-quality development for enterprises.

Regardless of the sector, enterprises falling short in time and resources invested in technological innovation and R&D will inevitably lag behind. Knowing this, Marssenger continuously introduces new concepts, new designs, and new functions based on market trend insights and pain point analysis. This demonstrates its dedication to technology.

Factors such as the number of national patents held, the size of partnering platforms, and the level of production equipment introduced are important indicators of a brand’s technological strength and productivity, determining corporate sustainability. According to publicly available information, Marssenger has obtained more than 500 patents, including 20 invention patents. These patents cover technologies related to burners, steamers, dishwashers,oil fume extraction, and multiple energy-saving solutions, showcasing a rich technological reserve.

Furthermore, Marssenger has consistently dedicated itself to advancing integrated stove technologies. Innovations such as steam rear discharge technology, high-efficiency burners, variable fan systems for noise reduction, noise-reducing oil ducting, aerodynamic noise-reducing impellers, and four-stage oil fume separation technology have all been gradually incorporated into product upgrades and iterations.

Over the past 13 years since its establishment, Marssenger has actively researched into technical challenges in collaboration with renowned academic institutions and enterprises, aiming for deeper integration of production, academia and research. Through these efforts, Marssenger has accumulated a wealth of talents and patents, forging unique technological and innovation edges in the industry.

However, Marssenger didn’t stop there and rest on its laurels. As the domestic economy is returning to normal, the consumer market continues to recover, releasing consumer potential and shifting demand towards higher quality, personalization, diversity, and credible brands. Kitchen appliances are embracing digitization and intelligence to align with these trends. Marssenger is one of them, promoting the intelligentization of home appliances and the manufacturing digitalization. It has independently developed the MCOOK smart kitchen platform to optimize the user kitchen experience and built a smart factory to ensure quality and production efficiency of integrated stoves.

Notably, after years of effort, Marssenger was selected by the Zhejiang Provincial Department of Economy and Information Technology as a pilot enterprise for the "Future Factory of Zhejiang Province 2023". This title highlights Marssenger’s exemplary role in intelligent manufacturing and its strong innovative capabilities that can drive the industry's digital transformation.

It is evident that Marssenger consistently embeds the philosophy of "Continuous Innovation and Industry Leadership" in every product. Marssenger innovates not to show off technologies but to meet user needs for ideal kitchens which is Marssenger’s innovation principle and wisdom.

02 Mastery and Excellence

Looking back at the development of the integrated stove industry, you can see it has grown from nothing to maturity and prosperity, continuously expanding. Integrated stoves were once misunderstood and given negative labels. However, consumers' increased awareness of aesthetics, technology, and intelligence has reshaped the landscape of the industry and stimulated the race to elevate integrated stove products into high-end Chinese home appliances.

During this reshaping process, Marssenger, based on deep understanding of user needs, has launched a series of diverse, feature-rich, and strikingly differentiated products. This strategic move allowed the company to quickly enter the fast lane of development, achieving consecutive years of rapid growth and gaining outstanding market recognition.

In 2015, responding to user needs, Marssenger pioneered a new category in the integrated stove segment, integrated stoves with steam boxes. Since then, Marssenger has achieved full coverage in mid- and high-end integrated stoves with steam boxes. In 2020, Marssenger launched its first stoves with integrated combi steamers, the Q3 series. Subsequently, the company introduced self-developed M-Cook smart kitchen system across its series of products, establishing a strong presence in the intelligent kitchen sector.

In 2021, Marssenger further innovated with the "air frying" function, releasing the E30, a 3-in-1 steamer, baker, and stir-fryer stove having a fringe-like screen. This product meets modern consumers' diverse and health-conscious cooking needs. Marssenger also introduced other innovations such as a revolutionary super-large-capacity box structure, integrated stove with separate combi steamer, ultra-quiet product upgrades, and 3-in-1 steaming, baking, cooking stove. This reflects the company's meticulous dedication to its consumer base.

In terms of product appearance, the classic X7 with its sailboat design won the Red Dot Award and the iF Design Award, setting new aesthetic trends. The X5, a paragon of aesthetics, with its swan neck design, became a fashion hit. The X8, combining BMW design with high-end intelligence exemplified integration, technology, refinement, and style. The latest generation, the X5 Pro, is a 4-in-1 stove with steaming, baking, disinfecting and deep-frying functions, featuring the swan neck design, enhanced functionality and performance, and black and white color scheme. X5 Pro broke the stereotype of integrated stoves, bringing multifaceted changes in appearance, functionality, intelligence, and style to the industry.

Furthermore, to continuously provide consumers with more diverse choices and enhance the company's ability to adapt to the ever-changing market, Marssenger developed the high-end integrated stove manufacturing platform, the Galaxy which also powered the new X5 Pro launch.

The Galaxy is a pioneering integrated structure invented by Marssenger, capable of achieving true modular design. This allows for easier function upgrades and maintenance of functional modules. For example, with the Galaxy, the lower cabinet of the integrated stove can be equipped with various modules such as a disinfection cabinet, an integrated combi steamer or a separate combi steamer. This provides users with more personalized kitchen solutions.

Looking ahead, Marssenger plans to use the robust and reliable Galaxy to refine personalization and customization, ushering in a broader aesthetic revolution. This will enable Marssenger to better penetrate new installation and replacement markets, meeting diverse needs of consumers at different levels.

03 Dedicated to Service

Given the opportunities of the digital and intelligent era, Marssenger will leverage new service concepts and models, pay attention to the quality in every detail and commit to the promise of a smoke-free kitchen for thousands of households.

To ensure product quality, Marssenger implements full inspections and random checks on whole machines . With 13 test rooms conducting multiple stringent tests to ensure product quality, consumers can buy Marssenger with confidence and peace of mind.

Such rigorous checks give Marssenger confidence to establish an exceptional service standard "Six Service Promises + Four Service Features", creating a high-end experience for consumers.

Notably, in 2018, to enhance consumer satisfaction, Marssenger created an independent service brand, Marssenger Express Service Team. To become a member of the Team, one must undergo service training process and certification. Marssenger’s thorough service process not only revitalizes users’ experience of express service but also conveys the unique care of Marssenger.

In 2021, Marssenger introduced the 365 Worry-Free Return policy. It promises that customers nationwide who purchase designated models of integrated stoves at Marssenger franchise stores can return or exchange the product within 365 days of installation if dissatisfied with its oil fume absorption performance. This policy genuinely serves consumers.

Value-added services are crucial for creating user loyalty throughout the consumption process. To further engage users, Marssenger has paved a new path for brand development by integrating online and offline services.

As early as 2022, empowered by digital tools, Marssenger took the lead in establishing an all-channel smart experience center. In its after-sales service, all products are tested with intelligent systems. 73．09％ of customer services are assisted with intelligent technologies, making work easier. The conversion and resolution rate of online text robots reached 83.9%, and the intelligent voice assistant resolves 81.79% follow-up work orders. The service principle of "Fast Response, One-time solution" was fully expressed .

With the continuous improvement of the smart service system, through more concrete synergy of people, goods and environment, and innovation across the whole business chain, Marssenger will develop new derivative services in areas such as after-sales and dietary nutrition management, further enhancing the quality and efficiency of the entire brand service system. This will create a more personalized service experience for consumers and promote the digital transformation of the entire industry.

In the end:

Marssenger has carved out a smooth path of innovation on an otherwise bumpy road through persistence and craftsmanship.

Since 2013, Marssenger has consistently adhered to "Continuous Innovation and Industry Leadership", driving innovative technology and maintaining its leading edge. By gaining insights into consumer market trends and staying closely aligned with current user needs, Marssenger empowers product upgrades. At the same time, it remains committed to top quality, establishing a solid reputation. In the new stage of development, Marssenger continues to focus on user value. By transitioning from "tools" to "operations," it has advanced its service capabilities, steadily moving towards enduring success at its own pace.