On the evening of June 12th, the lights were bright inside JD MALL (Shanghai Qibao store). This day marked a rare convergence of three major events: the kickoff of the 2026 FIFA World Cup in North America, the peak of the 618 shopping festival, and the grand opening of JD MALL's first store in the premier city of Shanghai.

Vatti chose this moment to launch an immersive live stream with its brand ambassador Zhang Linghe, JD.com executives, and audiences in 11 connected city venues. From the ceremonious 'newspaper entrance' to the warm interaction at the fan confession wall, and from the gifting of a master-level limited edition Longquan celadon piece to Zhang Linghe personally stir-frying a dish of shredded potatoes using Vatti's range hood and stove, every segment of the broadcast was meticulously crafted.

A Strategic Shift in Marketing Approach

However, the external focus is on whether Vatti's marketing logic has changed amidst industry-wide pressure on growth in the kitchen appliance sector. By simultaneously betting on the World Cup, 618, a brand ambassador, and new offline channels, is the company becoming more aggressive or is there a method to this approach?

Precision Targeting Over Broad Strokes

The answer may be quite the opposite. Vatti's marketing logic hasn't changed; it has become more precise. Over the past year, many kitchen appliance brands have opted to shrink budgets and lower their profile. Vatti, however, has taken the opposite path, making moves during two super events: the World Cup and 618. A closer look reveals its strategy is not about brute force but about leveraging resources efficiently.

First, examining its World Cup marketing: Vatti avoided blindly bidding for an official sponsorship slot. Instead, it precisely selected the Spanish national team—a potential champion with a distinct style that aligns with Vatti's brand identity. More crucially, Vatti cleverly linked the 'passion' of the World Cup with the 'craftsmanship' of its products: every ounce of passion fans invest in cheering for Spain deserves a response with equally exquisite, master-level craftsmanship. Therefore, Vatti launched a promotion where purchasing specific packages could qualify customers for a limited edition Longquan celadon piece if Spain wins the tournament, framing it not just as a prize but as a precious memento honoring passion with craftsmanship.

Entering the 618 promotional cycle, while most brands were entangled in price wars, Vatti positioned value communication as the core battlefield. The live stream focused not on discount tags but on addressing genuine user needs, highlighting core product advantages like the integrated design, high suction power, and steam-wash technology of its range hoods around the standards of 'easy to use, aesthetically pleasing, and easy to clean,' presenting consumers with truly valuable kitchen solutions.

Every marketing investment Vatti makes seeks the 'most precise entry point.' The World Cup targets young demographics who love life and pursue a sense of ceremony, while 618 focuses on family users sensitive to quality and willing to pay for design and technology. This is not a wide net but a targeted strike.

Creating a Sense of Presence Through Dense Events

If a single marketing event is a 'ripple,' then Vatti created a 'wave' in June—compressing three marketing lines (World Cup promotion, ambassador live stream, and the Shanghai JD MALL opening) into the same golden time window for a concentrated impact.

Why this approach? Because kitchen appliances are a low-frequency, high-involvement, long-cycle consumer category. The journey from a user's first exposure to brand information to a final purchase can take months or longer. A single marketing event is easily forgotten, whereas dense, multi-dimensional event overlays can create a perception of the brand being 'everywhere,' continuously occupying the user's mind.

This叠加 effect was fully demonstrated during the brand live stream on June 12th. When brand ambassador Zhang Linghe appeared, the large screen behind him simultaneously showed fan support from 11 city venues of JD MALL nationwide, combining star power with channel influence. When the福利 segment announced a draw for the 'World Cup Master Limited Edition Longquan Celadon' piece, Zhang Linghe personally tied the ribbon around it, merging sports热点 with brand culture. During the fan confession segment, JD.com executives and Zhang Linghe together drew and read handwritten fan cards, layering channel endorsement with emotional connection.

Intensely制造 this sense of presence is a strategy Vatti actively chose during an industry downturn, using a combination of high-frequency, multi-dimensional, low-cost touchpoints to keep the brand consistently 'present.'

Celebrity Endorsement as a Trust Lever

In the kitchen appliance industry, celebrity endorsement is a double-edged sword. While it brings流量, users often remember the 'face' but not the 'product.' Vatti's collaboration with Zhang Linghe presents an alternative model.

A detail from the June 12th直播 sparked widespread discussion. When the host asked about his 'favorite product feature,' Zhang Linghe responded without hesitation: "Of course, it's Vatti's steam-wash technology. The dual cleaning with steam and hot water maintains the range hood's持久 high suction power." While using the Vatti Y9 series to stir-fry, he also主动评价道, "The suction is indeed powerful, and the火候 is ample, very suitable for home stir-frying."

These natural and fluent details of product experience sharing convey a clear message: Zhang Linghe is not a 'guest invited by Vatti' but a genuine user.

Vatti's utilization of its ambassador does not pursue overwhelming硬广. Instead, it places the ambassador in scenarios where 'human warmth' is most needed to soften the product's冷感. This type of trust endorsement fosters more enduring emotional connections and social传播 effects.

Evidently, Vatti's underlying logic始终 prioritizes 'user needs' and 'brand value.' Against the backdrop of industry growth pressure and普遍 budget收缩, Vatti, through a series of密集 yet克制 marketing actions, demonstrates that where 'every dollar is invested' is always more important than simply 'how many dollars are spent.'