Mission Statement, Vision, & Core Values (2026) of Smoore International Holdings Limited.

Founded in 2009, Smoore International Holdings Limited has grown into a global leader in atomization technology with operations spanning China, the U.S., the U.K., France and Japan, supplying advanced vaping devices, heat‑not‑burn products and special‑purpose atomization components to both major tobacco companies and independent clients; driven by a mission - "Atomization makes life better." - the company commits about 8.3% of revenue annually to R&D, embeds a vision to "Focus on building world‑leading atomization technology platforms to create value for society; and providing happiness for all SMOORE people.", and in 2025 secured SBTi science‑based target approval while earning repeated Institutional Investor recognition for governance and investor relations, all under core values that prioritize direction before endeavor, people‑driven management, science‑and‑technology‑led development, talent cultivation, and a customer‑first, sustainable branding approach

Smoore International Holdings Limited (6969.HK) - Intro

• Founded: 2009
• Primary businesses: vaping devices, heat‑not‑burn products, special‑purpose atomization components
• Global presence: China, United States, United Kingdom, France, Japan (manufacturing, sales, R&D and customer support)

• Innovation-led product development - historically allocating ~8.3% of annual revenue to R&D, driving proprietary technologies in atomization and coil design.
• Sustainability commitments - achieved approval of science‑based targets from the Science Based Targets initiative (SBTi) in 2025, integrating emissions reduction trajectories into corporate planning.
• Customer segmentation - supplies both major global tobacco OEMs and independent consumer brands, enabling diversified revenue streams across contract manufacturing and components sales.
• Corporate governance and investor relations - recipient of multiple Institutional Investor awards recognizing board effectiveness and investor communication.

• R&D investment is a core competitive edge: sustained allocation of ~8.3% of revenue supports ongoing product platforms, thermal management, materials science, and miniaturized electronics.
• Product pipeline emphasizes device efficiency, aerosol chemistry control, and modular platform designs to meet differing regulatory and customer specifications across regions.

• SBTi approval (2025) anchors Smoore's emissions and energy transition commitments to science‑based pathways, influencing supplier engagement and manufacturing energy strategies.
• Institutional recognition underscores transparent investor communications, board practices, and risk oversight-key for navigating regulatory scrutiny in tobacco‑related markets.

• Dual revenue model: contract manufacturing for large tobacco OEMs plus sales of components and platforms to independent brands supports margin diversification.
• Geographic diversification reduces single‑market exposure and enables closer collaboration with multinational customers in R&D and co‑development projects.
• Continued capital deployment into R&D and capacity expansion is expected to support share gains in specialized atomization segments and adjacent industrial applications.

Smoore International Holdings Limited (6969.HK) - Overview

• Mission focus: deliver high-quality, user-centric atomization products that improve consumer experiences across health, lifestyle, and industrial use cases.
• Consistent guiding principle: the mission has remained stable since inception, informing strategy, product roadmaps, and market positioning.
• R&D-led approach: continuous investment to pioneer new atomization applications (consumer, medical, industrial) and to improve safety, efficiency, and environmental performance.

• Product quality and safety standards (materials, device design, testing protocols).
• Scalable manufacturing to match volume demand while maintaining consistency and compliance across regions.
• Environmental responsibility: materials selection, waste reduction, energy efficiency in production and lifecycle thinking in product design.

• High R&D intensity: translating "making life better" into engineered improvements (safer heating elements, consistent aerosol delivery, child-safety features).
• Quality-control emphasis: traceability, batch testing, and supplier qualification to ensure user-centric outcomes.
• Product diversification: expanding atomization applications beyond consumer vaping into medical inhalation and industrial humidification where applicable.

• Waste and recycling: initiatives to reduce e-waste from single-use products and develop recyclable components.
• Regulatory compliance: investments in testing and documentation to meet diverse international safety and emissions standards.
• Community and workforce programs: training and safety programs reflecting a user- and society-first interpretation of the mission.

Smoore International Holdings Limited (6969.HK) - Mission Statement

• Global leadership in atomization technology: target to be the preferred OEM/ODM partner for leading global brands across consumer vaping, pharmaceutical nebulization, and new atomization applications.
• Societal value creation: focus on product safety, compliance, and technological solutions that reduce harm and enable regulated, safer alternatives to combustible tobacco.
• Employee happiness: objective to sustain a high-retention, high-engagement workforce through career development, competitive compensation, and workplace wellbeing programs.
• Sustainability integration: align operations and supply chain with carbon reduction and circularity goals to meet international ESG expectations.
• Market expansion and product pipeline: expand into adjacent atomization markets and strengthen presence across Asia, Europe, and the Americas.

• R&D prioritization: sustained allocation of capex and human capital to atomization core technologies (coil, pod systems, materials science, and aerosol generation control).
• Platform approach: build modular technology platforms that serve multiple end-markets (consumer, medical, industrial atomization), increasing addressable market and margin resilience.
• Geographic diversification: scale manufacturing and sales across Asia, Europe, and the Americas to mitigate regulatory and demand concentration risks.
• Sustainability programs: reduce scope 1-3 emissions intensity, increase use of recyclable materials in pods and devices, and improve energy efficiency in manufacturing.
• Talent & culture: invest in training, safety, and employee engagement to maintain the "happiness for all SMOORE people" commitment and reduce turnover costs.

• Innovation: continuous improvement and breakthrough R&D measured by patent growth and new-product revenue share (target: >30% of revenue from products launched within the last 3 years).
• Quality & Compliance: ISO and medical-grade manufacturing practices where applicable; compliance-driven product development to serve regulated markets.
• Customer-centricity: build long-term partnerships with global brands through consistent on-time delivery and collaborative product development.
• Integrity & Responsibility: ethical business conduct, product safety focus, and contributions to public health dialogues.
• Sustainability & Social Responsibility: commit to measurable environmental targets and community initiatives tied to employee volunteer programs.

• CapEx allocation: balance between capacity expansion and automation to improve gross margins while supporting platform R&D.
• Profit reinvestment: retain a significant portion of net profit to fund IP development and geographic expansion.
• Return targets: aim to maintain healthy EBITDA margins and ROIC consistent with industry-leading OEM/technology players.

Smoore International Holdings Limited (6969.HK): Vision Statement

• Direction and goal setting first; endeavor comes after - clear strategic goals guide capital allocation, R&D roadmaps, and market expansion projects.
• Innovating, staying together, all for dreams - continuous product and process innovation coupled with team cohesion to deliver breakthroughs at scale.
• People-driven is the first principle of SMOORE management - talent attraction, retention, and development are prioritized to sustain execution capability.
• Science and technology are the core driving forces for corporate development - proprietary IP and platform R&D form the foundation of product differentiation.

• Management Philosophy: Stimulate self-motivation, cultivate talents in succession, co-creating and sharing - decentralized empowerment, succession planning, and employee equity/participation mechanisms.
• Business Philosophy: Customer first, leading product, sustainable branding - customer-centric co-development, category-leading product specs, and investment in brand and compliance for durability.

• R&D Commitments: Multi-year R&D budgets and dedicated teams to shorten product development cycles and increase patent filings.
• Talent Development: Structured succession and training programs, internal mobility to retain technical leaders.
• Customer-first Execution: Co-development contracts, quality KPIs, and time-to-market goals aligned with major customers.
• Sustainability & Compliance: Investment in compliant product design and third-party testing to support market access and brand trust.

• Platform R&D: Deepening core atomization platforms to serve both consumer and regulated-market applications.
• Globalization: Expanding after-sales, regulatory support, and local partnerships to accelerate adoption outside core markets.
• Talent Ecosystem: Building cross-functional teams and leadership pipelines to execute complex global programs.
• Sustainable Branding: Investing in compliance, traceability, and quality as long-term brand assets.