About WhatPlus
Overview
WhatPlus (Chinese: 问加) is a Chinese consumer-audio and lifestyle brand established in 2020. The company focuses on combining acoustic performance with retro-inspired industrial design and contemporary lifestyle aesthetics. Its product portfolio primarily includes vinyl record players, headphones, CD players, and related audio equipment.
Unlike traditional hi-fi manufacturers that emphasize technical specifications and minimalist industrial design, WhatPlus positions its products as part of home decoration, fashion, collecting, and personal style. The brand describes its philosophy as pursuing the “ultimate in aesthetics on the basis of acoustics.” 1
The brand maintains a dual identity: WhatPlus serves as the international-facing, English-language identity, while 问加 is used for the Chinese market. WhatPlus has expanded its presence internationally, including operations and marketing efforts directed at Singapore. 3
History and Development
According to the brand’s account, WhatPlus was founded in 2020 by a core R&D team originating from Vizili in Shenzhen’s Longhua district. The team built the brand around applying Hi-Fi acoustic expertise while enhancing the visual appeal of audio equipment.
The early identity was centered on retro headphones and vinyl record players, aiming to use modern technology to improve products associated with emotional and nostalgic experiences. The company subsequently expanded its range through the following progression:
- Retro headphones
- Vinyl players
- CD players
- Broader lifestyle audio
Brand activity has extended beyond product sales to include participation in events such as the Shenzhen Animation Festival, Shenzhen 100 km hiking event, and the Shenzhen International Mobile Electronic Exhibition.
Brand Philosophy
The central concept of WhatPlus is that audio equipment should sound good and look good. The mission statement is to “strive to achieve the ultimate in aesthetics on the basis of acoustics.”
This approach creates three dimensions for the brand:
- Sound: Acoustic performance and listening experience.
- Design: Retro forms, colors, materials, and visual details.
- Lifestyle: Integrating audio equipment into everyday fashion and interior aesthetics.
In contrast to traditional hi-fi models where Sound → equipment → listening, WhatPlus aims for Sound + design + nostalgia + fashion → lifestyle experience. This positioning differentiates the brand from specialist audiophile manufacturers, targeting consumers who value music, interior design, retro aesthetics, collectibles, and social-media-friendly products.
Vinyl Record Players
Vinyl players are a primary component of WhatPlus’s product identity. The catalog includes multiple generations and styles, ranging from portable retro designs to substantial home-oriented systems. Notable models include the X3, X2, P1, From1900, 1986, and V1.
WhatPlus P1
The P1 exemplifies the brand’s lifestyle-oriented approach. It features a retro suitcase-style design, weighs approximately 2.6 kg, and supports 7-, 10-, and 12-inch records. Connectivity options include Bluetooth 5.0 dual-mode. Color variants include Maple Red, Iris Blue, and Lake Blue.
A distinctive feature is the magnetic rear panel, designed to display character merchandise, postcards, and collectibles. This detail highlights the intent to make the device part of the user’s personal collection and room décor. 2
WhatPlus X3
The X3 represents a more substantial home Hi-Fi direction. Features include a carbon-fiber tonearm, built-in phono amplification, built-in amplifier, Bluetooth 5.0, and RCA connectivity. The design incorporates a two-color illuminated platter, matte paint, and a soft-touch front panel. The X3 received a 2024 MUSE International Design Award.
WhatPlus From1900
Named after the protagonist of the film The Legend of 1900, this model combines a wooden base, tinted transparent cover, metal controls, and a traditional-looking tonearm/cartridge arrangement. It is offered in walnut and black versions, utilizing music history and storytelling as part of its design narrative.
Headphones
Headphones are another major category, following the same philosophy of combining audio functionality with visually distinctive retro aesthetics. The international website currently highlights the RETRO R3 Vintage headphones. 4
CD Players
WhatPlus has expanded into CD playback with models like the WhatPlus C300. The C300 is described as an attempt to make CD listening feel tangible and emotionally engaging, countering the intangibility of digital streaming. This aligns with the broader goal of bringing physicality and nostalgia back into modern music consumption.
Technology and Connectivity
WhatPlus combines vintage visual identities with modern software-controlled features. The company developed a companion mobile application, available on iOS and Android. 5 The app provides functions including game mode, lighting adjustment, custom equalizer settings, product pop-ups, battery-level checking, firmware updates, and support.
On Apple’s App Store listing, the developer is identified as Wenjia electronic technology (Shandong) Co., Ltd. The Android listing identifies the developer as 问加电子科技（山东）有限公司.
Operations and Presence
WhatPlus lists several operational locations in China:
- Product R&D center: Longgang District, Shenzhen, Guangdong
- Overseas operations center: Bantian, Shenzhen
- Domestic operations center: Yanzhou District, Jining, Shandong
The brand maintains an English-language international website and has a specific presence in Singapore under WhatPlus Singapore, which promotes the revival of classic vinyl sounds and nostalgia. 3 Trademark filings indicate efforts to protect the brand name outside China; for instance, a Canadian trademark application filed in 2025 covers products including speakers, CD players, earphones, and record decks. 6
Recognition
Design awards are a significant part of WhatPlus’s brand-building strategy. Recognitions highlighted by the company include:
- WhatPlus P1: New York Design Award
- WhatPlus X3: MUSE Award
- Wenjia C300: London Design Award
These awards reinforce the brand’s positioning as selling design as well as audio functionality, intending for products to be visually noticeable objects rather than anonymous electronics.
Market Positioning
WhatPlus occupies a space between mass-market electronics and premium hi-fi. Its competitive proposition is often described as “a beautiful object that happens to be a serious piece of audio equipment.” The target customer typically values:
- Music and physical formats
- Interior design and retro aesthetics
- Ease of use and accessibility compared to high-end hi-fi
- Collectibles and nostalgia
The brand’s strengths include clear visual differentiation, strong emotional positioning through nostalgia, cross-generational appeal, and product storytelling connected to music and popular culture. Modern connectivity features such as Bluetooth and app integration further distinguish it from purely analog vintage reproductions. 3 4 5 6
