Core Insights - The micro-short drama market has grown significantly, surpassing 50 billion, with a compound annual growth rate of 19.2%, becoming a "spiritual refuge" for young people [1][14] - Vatti, a high-end kitchen appliance brand with 33 years of industry experience, has entered the short drama creation space since 2024, launching four distinct short dramas in 2025, achieving over 100 million views, exemplifying brand rejuvenation [1][14] - By accurately identifying the emotional needs of Generation Z, Vatti has transformed cold kitchen appliances into warm storytelling vehicles through a "content is marketing" strategy [1][14] Short Drama Matrix - Young people spend over 2.8 hours daily on fragmented entertainment, making short dramas with "quick, strong resonance" characteristics a psychological refuge [3][16] - Vatti's short drama matrix covers various genres, from ancient fantasy to sci-fi AI, effectively reaching different age groups and interest circles [3][16] - The first short drama, "The Double Soul Contract of the Concubine," connects the grandeur of the Tang Dynasty with modern life, integrating Vatti's beauty bath water heater into the narrative [3][16] Continuation of IP Life - The sequel "The Office Worker Concubine's Transformation" continues the IP's life with a light comedy style, showcasing the product's skin health benefits in a humorous context [4][17] - "The Chef, Please Guide Me" focuses on the 20-39 age female audience, highlighting Vatti's product features through a storyline about an ancient chef adapting to modern kitchens [6][19] - As of December 10, the view count for "The Chef, Please Guide Me" reached 42.14 million, with total interactions at 93,500 [6][19] Innovative Sci-Fi Narrative - "The Fire Chronicle: Echoes of Civilization 2079" is the first AIGC sci-fi short drama in the kitchen appliance industry, redefining the imagination of kitchen appliances through a post-apocalyptic narrative [8][21] - The narrative features Vatti's products as "survival gear," effectively engaging Generation Z's preference for innovative storytelling and aesthetic experiences [8][21] Brand Breakthrough Strategies - Vatti's success in short drama marketing stems from a synergistic approach of IP creation, technological integration, and emotional resonance [10][23] - The use of the cultural symbol Yang Guifei establishes emotional connections while building proprietary IPs like the "Chef Universe" for long-term content assets [10][23] - The application of AIGC technology in "The Fire Chronicle" amplifies product functionality through creative storytelling, ensuring audience retention of core product features [10][23] Emotional Resonance - Each short drama addresses contemporary young people's emotional needs, transforming Vatti's products from mere tools into partners in the pursuit of a better life [12][24] - Vatti's revenue for the first three quarters of 2025 reached 4.158 billion, with high-end product revenue accounting for 62%, significantly contributed by younger consumers [12][24] - Vatti's stores have been upgraded to immersive experience hubs, attracting more young consumers and enhancing brand vitality, earning the title of a "trendy brand" in the kitchen appliance sector [12][24] New Paradigm for Brand Transformation - Vatti's short drama marketing practice offers a new paradigm for traditional brands' rejuvenation, emphasizing the importance of storytelling and emotional engagement in a fragmented attention economy [13][24]

Core Insights - The article highlights the rising demand for short dramas among young people as a form of emotional relief, with food serving as a significant emotional connector [1] - Following the success of "Love Chef," the brand Vatti has launched a sequel titled "Please Guide the Chef," which continues the theme of sweet and healing narratives [1][3] Content Marketing Strategy - "Love Chef" successfully integrated product placement with deep narrative binding, leading to the creation of "Please Guide the Chef," which enhances the storyline, cast, and content expression [3] - The cast features returning star influencer Yan Er and actor Xu Haijiao, targeting the core female audience aged 20-39, aligning with Vatti's consumer demographic [4] Narrative and Product Integration - The new short drama innovatively combines elements of "ancient meets modern" and light comedy, creating an engaging storyline where food is central to the characters' emotional connection [4] - Key Vatti products, including the K10 range hood, 507H stove, V5Pro steam oven, D3000max dishwasher, and G10 water heater, are seamlessly integrated into the plot, showcasing their functionality in relatable scenarios [6][8] Brand Philosophy - The series aims to convey Vatti's brand philosophy of "serious living" through high-quality content, ensuring that product placement resonates with viewers' emotional needs [8] - The innovative content marketing approach is designed to foster a deep emotional connection between the brand and young consumers [9]