【观点】火星人厨具股份有限公司董事长兼总经理黄卫斌：从服装跨行厨具，十年做到行业新贵背后的持久卓越

黄卫斌，现任火星人厨具股份有限公司董事长兼总经理。2016年至今任海宁市工商联副会长；2017年至今任嘉兴市人大代表、海宁市厨电五金行业协会副会长；2018年至今任海宁市尖山新区（黄湾镇）商会会长；2021年入选国家万人计划-科技领军人才。

一、从服装到厨具，一切从零开始

做集成灶并不是黄卫斌第一次创业，在此之前，他已经经营了近20年的羊毛衫，且先后创立了“积派”、“简爱”等服装品牌，在全国开了数百家专卖店。后来，经过三年的持续关注和调研，黄卫斌把目光聚焦在了集成灶上。厨房油烟大、厨房空间小一直困扰着大家，而集成灶是一个好的解决方向。出国考察后，他发现欧洲很多品牌都有着上百年的历史，因此他决定提前布局，黄卫斌认为，随着人们的购买力越来越强，开放式厨房也越来越受到年轻人的青睐，集成灶市场未来一定大有可为。 CXO UNION-CXO联盟（cxounion.cn）

他说：在中国，拥有14亿人口的厨房烹饪环境一直饱受厨房油烟的侵害，但集成灶是目前市场上一款唯一能解决厨房油烟的设备。集成灶在技术研发、设计等方面还有无限的提升空间，这是可以成为一个改变中国厨房历史的事业。

黄卫斌一直具有敢想敢干、说干就干的精神，从加工生产羊毛衫制品到升级羊绒衫自主品牌打造，并将“积派”羊绒做到了全国第三，又从服装跨行厨具，每一次企业的转型升级，无不体现了他开拓创新和勇于争优的担当意识。怀揣着“让厨房生活更健康”的梦想，2010年，黄卫斌跨界创办火星人厨具，自此开始稳扎稳打，十年间从星星之火到形成燎原之势，跻身第一梯队，成为集成灶行业上市最快的企业。

二、十年如一日持续创新，做好品质

2010年，火星人成立，此时其他头部竞争者在这个行业已耕作近十年之久，没有人太把它放在眼里，甚至一些人的评价是：又出来一家做集成灶的，估计又是一家开关公司（开了又关的公司），做不久的。尤其是对于黄卫斌这样的半路出家“门外汉”来说，存在这样的质疑声也是情理之中。但是，后来黄卫斌的一系列动作，以及火星人品牌所取得的成就，恰恰相反做到了从被质疑到被追随。 CXO UNION-CXO联盟（cxounion.cn）

火星人成立初期，集成灶行业陷入一种为产品而产品的“工程师思维”（指：一味追求技术，认为所有问题可以通过技术手段解决)，而忽略了消费者对于市场、科技等方面的需求。为此，整个集成灶领域很长一段时间停滞不前，少有突破。而正是黄卫斌“门外汉”的角色，注定了他可以跳脱行业惯性思维。带入在服装行业深耕数十年的市场思维，对产品设计、审美具有较高敏感度的黄卫斌认为，集成灶的功能不仅仅是为了吸油烟而存在。厨房代表着一个家庭对幸福、健康、和睦的追求，集成灶产品不应该定义为一个工业化产品，而应该是在产品功能之上迎合时尚，并代表一定科技水平、满足消费者心理的艺术品。所谓“三岁看大”，企业也是如此。火星人成立初期黄卫斌这个“门外汉”的大格局，就已经注定了火星人品牌的不平凡。

定位定天下，对于黄卫斌而言，“做正确的事”远比“正确的做事”重要。火星人刚创立，黄卫斌就定下品牌的发展大基调做高端品牌，定下好看好用好服务的理念。在黄卫斌看来，创新是企业发展的关键，因此火星人必须始终坚持“持续创新，行业领先”的总方针，不断挖掘消费者的需求点，在解决消费者需求的基础上进行创新，生产出更具核心竞争力的产品。2012年，火星人投入巨资力邀日本国宝级设计大师田中浩昭做工业设计，单款集成灶的研发投入达数千万元，从而打造了具有里程碑意义的X7集成灶，荣获IF金奖、红点奖等诸多权威奖项，奠定了火星人的高端品牌定位。

另外，火星人还多次参与制定多项集成灶行业标准、团体标准，比如国家《集成灶》标准、浙江制造《集成灶》标准、《房地产集成灶招标采购与应用作业指引》…… CXO UNION-CXO联盟（cxounion.cn）

2020年底，火星人成功A股上市，成为集成灶品类快速发展、上市时间最短的企业。2021年火星人成为集成灶行业营收第一的企业，并一直保持。同年，黄卫斌入选国家万人计划。公司先后被评为国家高新技术企业、国家知识产权优势企业，获得浙江制造品字认证、嘉兴市长质量奖等荣誉。目前公司拥有342亩智慧产业园，1500㎡工匠实验室，5500㎡的研发实验室，累计获得480余项专利；2022年8月，投资10亿元的智能工厂已动工建设。

三、承担社会责任，践行“三德”文化

公司发展过程中，黄卫斌也非常重视企业文化建设，逐步形成了以“德治、德行、德艺”为核心的“三德”文化体系，厚德向善、开放、坦诚、担当、科学理性、用户至上的核心价值观，深刻地影响着每一个火星人的意识、语言、行为，呈现在产品上，是打造极致体验的产品；呈现在发展上，是持续创新，引领行业成长进步；呈现在社会责任上，是公司每年积极投身慈善公益事业，践行企业社会责任，依法纳税，提供更多的就业机会。

2020年初，面对突如其来的新冠疫情，黄卫斌领导火星人集成灶率先行动，承担社会责任。积极为一线的社会工作者及时提供抗疫物资；向湖北省慈善总会捐款100万元外，还提供了大量物资；发动全国经销商献爱心，送温暖……

在“三德”文化的熏陶下，新老融合，上下同欲，企业犹如风劲帆满的巨轮，向着实现百亿目标稳健航行，以一颗利他之心，践行长期主义，以拼搏者姿态，朝着“成为让人自豪的卓越企业”的愿景不断前进。

翻译：

Huang Weibin, chairman and general manager of Martian Kitchenware Co., LTD. : From clothing to kitchenware, ten years to achieve lasting excellence behind the industry upstart

Huang Weibin is the chairman and general manager of Martian Kitchenware Co., LTD. Since 2016, he has served as Vice President of Haining Federation of Industry and Commerce. Since 2017, he has served as a deputy of Jiaxing Municipal People’s Congress and vice president of Haining Kitchen Electrical Hardware Industry Association. Since 2018, he has been the President of the Chamber of Commerce of Jianshan New District (Huangwan Town) of Haining City. In 2021, he will be selected into the National 10,000 People Plan – Science and technology leading talents. CXO UNION-CXO联盟（cxounion.cn）

From clothing to kitchenware, everything starts from scratch

Do integrated stove is not Huang Weibin’s first business, before this, he has been operating sweaters for nearly 20 years, and has created the “product”, “Jane Eyre” and other clothing brands, opened hundreds of stores in the country. Later, after three years of continuous attention and research, Huang Weibin focused on the integrated stove. Kitchen smoke and small kitchen space have been troubling everyone, and the integrated stove is a good solution. After studying abroad, he found that many brands in Europe have a history of hundreds of years, so he decided to layout in advance, Huang Weibin believes that with the increasing purchasing power of people, open kitchens are more and more favored by young people, the future of the integrated stove market must be promising.

He said: In China, the kitchen cooking environment of 1.4 billion people has been suffering from kitchen fumes, but the integrated stove is the only device on the market that can solve the kitchen fumes. There is also unlimited room for improvement in technology research and development, design and other aspects of the integrated stove, which can become a cause that changes the history of Chinese kitchens.

Huang Weibin has always had the spirit of dare to dare to do, say dry, from the processing and production of wool sweater products to upgrade cashmere sweater independent brand building, and the “product” cashmere to the third in the country, and from the clothing across the kitchen utensils, each enterprise transformation and upgrading, all reflect his pioneering innovation and the courage to compete for the best sense of responsibility. With the dream of “making kitchen life healthier”, in 2010, Huang Weibin founded the Martian kitchen utensils across the world, and since then, he has been steadily fighting from a spark to a prairie fire in ten years, ranking among the first echelon and becoming the fastest listed enterprise in the integrated stove industry. CXO UNION-CXO联盟（cxounion.cn）

Twenty, ten years of continuous innovation, good quality

In 2010, Mars was founded, at this time other head competitors in this industry has been farming for nearly ten years, no one too much in the eyes of it, and even some people’s evaluation is: another out of the integrated stove, it is estimated that it is a switch company (open and closed company), do not long. Especially for a “layman” like Huang Weibin, the existence of such doubts is also reasonable. However, a series of actions by Huang Weibin, as well as the achievements of the Martian brand, did the opposite from being questioned to being followed. CXO UNION-CXO联盟（cxounion.cn）

In the early days of the founding of Mars, the integrated stove industry fell into a “engineer’s thinking” of products for products (referring to: blindly pursuing technology, thinking that all problems can be solved by technical means), while ignoring consumer demand for market, technology and other aspects. For this reason, the entire field of integrated stoves has been stagnant for a long time, with few breakthroughs. And it is Huang Weibin “layman” role, destined that he can jump out of the industry inertia thinking. With the market thinking that has been deeply engaged in the clothing industry for decades, Huang Weibin, who has a high sensitivity to product design and aesthetics, believes that the function of the integrated stove is not only to smoke oil. The kitchen represents a family’s pursuit of happiness, health and harmony, and the integrated stove product should not be defined as an industrial product, but should be a work of art that caters to fashion on the basis of product function, and represents a certain level of science and technology to meet consumer psychology. The so-called “three years old look big”, the same is true of enterprises. The “layman” pattern of Huang Weibin in the early days of the founding of the Martian has doomed the extraordinary brand of the Martian.

Positioning the world, for Huang Weibin, “doing the right thing” is far more important than “doing the right thing”. Martian just founded, Huang Weibin set the tone of the development of the brand to do high-end brands, set a good look and good service concept. In Huang Weibin’s view, innovation is the key to the development of enterprises, so the Martian must always adhere to the general policy of “continuous innovation, industry leadership”, constantly tap the needs of consumers, innovate on the basis of solving consumer needs, and produce products with more core competitiveness. In 2012, the Martian invested heavily in inviting Japanese national treasure design master Hiroaki Tanaka to do industrial design, and the research and development investment of a single integrated stove reached tens of millions of yuan, thereby creating a landmark X7 integrated stove, which won many authoritative awards such as IF Gold medal and Red Dot Award, laying the high-end brand positioning of the Martian.

In addition, Martian has also participated in the development of a number of integrated stove industry standards and group standards, such as the national “Integrated Stove” standard, Zhejiang Manufacturing “Integrated Stove” standard, “Real Estate Integrated Stove Bidding Procurement and Application Guidelines”……

At the end of 2020, Mars successfully listed its A-shares, becoming A company with rapid development and the shortest listing time in the integrated stove category. In 2021, Martian became the first company in the integrated stove industry in terms of revenue, and has remained so. In the same year, Huang Weibin was selected into the national 10,000 People Plan. The company has been rated as the national high-tech enterprise, the national intellectual property advantage enterprise, and won the Zhejiang manufacturing product certification, Jiaxing Mayor Quality Award and other honors. At present, the company has 342 mu of smart industrial park, 1500㎡ of artisan laboratory, 5500㎡ of research and development laboratory, and has obtained more than 480 patents; In August 2022, the construction of a smart factory with an investment of 1 billion yuan has begun. CXO UNION-CXO联盟（cxounion.cn）

Third, assume social responsibility and practice the “three virtues” culture

In the process of the company’s development, Huang Weibin also attaches great importance to the construction of corporate culture, and gradually formed a “three virtues” cultural system with “moral governance, virtue, and virtue” as the core. The core values of Houde are good, open, honest, responsible, scientific and rational, and user first, which profoundly affects the consciousness, language, and behavior of every Martian and are presented in the products. Is to create the ultimate experience of the product; In terms of development, it is continuous innovation to lead the growth and progress of the industry; In terms of social responsibility, the company actively participates in charity and public welfare undertakings every year, practices corporate social responsibility, pays taxes according to law, and provides more employment opportunities.

At the beginning of 2020, in the face of the sudden COVID-19 epidemic, Huang Weibin led the Martian Integrated Stove to take the lead and assume social responsibility. Actively provide anti-epidemic supplies to front-line social workers in time; In addition to donating 1 million yuan to Hubei Charity Federation, a large number of materials were also provided; Launch the national dealers to offer love, send warmth… CXO UNION-CXO联盟（cxounion.cn）

Under the influence of the “three virtues” culture, the integration of the old and the new, and the same desire, the enterprise is like a giant ship full of wind and sails, sailing steadily towards the goal of 10 billion, with an altruistic heart, the practice of long-term doctrine, with the attitude of striver, towards the vision of “becoming a proud and excellent enterprise”.

由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于创壹智库；编辑/翻译：CXO UNIONCXO联盟小U。

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