“方老华”之一华帝：以短、轻、酷、趣的传播方式俘获年轻人

Core Insights - The consumption preferences of young people are reshaping market dynamics, making it crucial for brands to effectively reach this demographic [1] Group 1: Young Consumer Preferences - Young consumers are shifting from functional needs to multidimensional factors such as interest, social currency, emotional symbols, social value recognition, and immersive experiences [2][4] - The entertainment preferences of young people include online short videos, music, and games, as well as offline activities like travel and performances [2] Group 2: Innovative Marketing Strategies - Vatti has successfully engaged young consumers through interactive and trendy offline events, such as the "Beauty Bath" pop-up activities in cities like Xi'an, Chongqing, and Jinan [5] - The pop-up events combine traditional aesthetics with modern technology, creating a hotspot for young people to gather and engage [5] - Vatti collaborates with skincare brands to offer personalized skin care solutions and hosts cultural salons to promote the concept of "water nurturing skin" [5] Group 3: Engaging Content Creation - Vatti's short video content resonates with young audiences, with a high penetration rate of 98.2% for short video consumption among young consumers in high-tier cities [8] - The company launched a custom short drama on Douyin titled "The Office Lady's Transformation," which garnered over 14.46 million views and 45,000 interactions, effectively integrating product usage into the storyline [9] - Vatti's collaboration with Douyin for other short dramas has also seen significant viewership, with "The Kitchen God" series achieving over 121 million views [11] Group 4: Cultural and Technological Integration - Vatti's innovative approach includes creating a digital persona of Yang Guifei, blending traditional Chinese culture with modern technology, thereby appealing to young consumers [11] - The brand's strategy of combining cultural depth with technological experiences is redefining the young consumer engagement model in the home appliance industry [11]