On the evening of June 12th, a livestream hosted by premium kitchen appliance leader Vatti, featuring brand ambassador Zhang Linghe, ignited summer enthusiasm in a unique way. The event was attended by several executives from Vatti and JD.com, with the first JD.com MALL store in Shanghai serving as the primary secondary venue, connected via large screen. Ten other JD.com MALL stores across the nation also joined the livestream simultaneously, allowing online viewers and fans from 11 cities offline to witness the moment together.

Key Elements of the Livestream

This livestream garnered attention as it sought to address a common industry challenge: with rising traffic costs, most brand ambassador partnerships remain at a superficial exposure level. Through its deep integration with JD.com MALL, Vatti provided a different answer: placing the ambassador into authentic usage scenarios, leveraging cultural assets, and connecting with fan channels, transforming him from a mere "slogan-shouter" into a genuine "practitioner."

Leveraging Persona and Setting for Authentic Product Experience

For many consumers, endorsements for kitchen appliances often revolve around generic themes like home and warmth, lacking vivid memorability and genuine persuasiveness. Vatti's choice of Zhang Linghe was not solely for his influence but also for his "gentle, focused, and professional" persona, which aligns perfectly with the brand's "fashionable science, professional appliances" identity.

This alignment was not confined to posters and commercials but was fully integrated into real kitchen scenarios. For instance, the livestream moved away from the traditional presenter-led format, instead contextualizing and lifestyling the product experience.

During an interactive segment, when asked about his favorite product feature, Zhang Linghe naturally shared his genuine user experience: "I like Vatti's steam-water wash technology the most; the dual cleaning with steam and hot water helps maintain the range hood's powerful suction over time."

He then demonstrated his cooking skills by preparing shredded potatoes. As the stove ignited, the adjacent Vatti Y9 hidden series range hood automatically activated. By the time the oil heated and ingredients were added, the Y9 hood had effectively captured all the rising smoke. Zhang Linghe's focused cooking demeanor exuded authenticity. This lifestylized presentation naturally showcased product features like the hood's powerful suction, the stove's precise heat control, and the convenience of hood-stove synchronization through his real-time operation.

Vatti did not simply have Zhang Linghe *talk* about product benefits; it had him *show* consumers. This natural and authentic sharing of usage experience resonates far more deeply than any contrived advertisement.

Utilizing Cultural Assets to Transform Star Power into Brand Narrative

Placing the ambassador in the kitchen addresses product credibility. However, Vatti went further by integrating the celebrity IP with the World Cup sports IP and the intangible cultural heritage IP of Longquan celadon.

During the livestream, Vatti presented Zhang Linghe with a limited-edition Longquan celadon masterpiece crafted by intangible cultural heritage master Ye Xiaochun—a pink and plum green celadon lotus petal bowl. This piece, a collaborative effort between Vatti and Ye Xiaochun, also served as a special "victory token" for Vatti's World Cup marketing campaign: consumers purchasing designated Vatti packages during the promotion period would receive an identical master-level limited edition if the Spanish national team won the championship.

As the first user to receive this "victory token," Zhang Linghe remarked during the stream: "The World Cup represents passion, Longquan celadon represents heritage; Vatti combining them is like gifting 'craftsmanship' to 'passion.'"

Thus, using this master-level celadon piece as a core link, Vatti skillfully wove together World Cup anticipation, the ambassador's emotional resonance, and the depth of intangible cultural heritage craftsmanship. It transcended being a mere giveaway, becoming a cultural symbol embodying sports spirit, Eastern aesthetics, and brand warmth—a brand story to be anticipated, discussed, and shared.

Leveraging Fans and Channels to Convert Online Buzz into Offline Growth

With product experience and cultural narrative established, Vatti addressed the final step: converting the attention brought by Zhang Linghe into tangible channel growth.

Vatti achieved this through three key actions. First, it made fan "passion" visible. Leveraging the nationwide store network of JD.com MALL, fan support activities were held simultaneously in 11 cities. The Shanghai JD.com MALL served as the main venue, where an告白 wall in the pop-up area was filled with fan messages for Zhang Linghe. These cards were not mere decorations; they were collected and delivered to the livestream venue.

Second, it facilitated a "mutual journey" between the ambassador and fans. During the livestream, Zhang Linghe personally drew and read these fan messages aloud. As he read heartfelt words and reminded fans via the camera to "eat well no matter how busy you are," fans transformed from distant observers into genuine participants. This emotional connection holds far more power than any sales pitch.

Third, it converted online buzz into offline foot traffic. The "city draw" mechanism was cleverly designed: Zhang Linghe used a "steamed bun" prop in the livestream to select a lucky city, and the corresponding JD.com MALL store in that city then conducted an offline draw for specific winners. To check if they won, fans needed to follow their local JD.com MALL store's updates, thereby directing online engagement to offline channels.

Furthermore, a range hood personally signed by Zhang Linghe was sent to designated provincial stores as a flagship attraction, further incentivizing fan visits and extending the campaign's impact period.

Conclusion and Strategic Insight

Reflecting on this World Cup kick-off livestream, Vatti demonstrated an advanced approach to ambassador marketing for kitchen appliance brands. It moved beyond having celebrities film a commercial or recite a slogan. Instead, it positioned the ambassador as a genuine product user, leveraged World Cup excitement to enrich brand cultural assets, and transformed fan passion into channel growth.

While other brands may still debate poster placement, Vatti has already brought Zhang Linghe into the kitchen, had him read fan letters, and delivered signed products to physical stores. This may represent the "different answer" for kitchen appliance brands effectively utilizing ambassadors: not having the star speak for the brand, but having them become practitioners and conveyors of the brand's lifestyle.