American blender maker Vitamix, the creator of the country’s first infomercial, is bringing its live demonstrations and cooking classes to Chinese consumers through digital tools.
The brand has been on Alibaba Group’s online marketplace Tmall since 2019, where it regularly shares tutorials and innovative twists on local recipes on real-time video streams to users’ phones.
Working with e-commerce agency WPIC, the brand leverages livestreaming to engage consumers with demonstrations and events, even building a brand-new test kitchen in China.
“We can get to millions and millions of people all in one 30-minute live airing,” said Don Snyder, Vitamix’s senior vice president of global sales.
Chinese shoppers have developed a taste for Vitamix, and business in the market is up 55% year-to-date, according to the Ohio-based, family-owned company.
Learn more about how Vitamix is finding success on the Alibaba platform among Chinese consumers.
“China is important growth for us because it’s the second largest country in the world and we believe there’s a lot of opportunity for us.” – Don Snyder, Senior Vice President, Global Sales, Vitamix
“Alibaba’s Tmall is a great partner to Vitamix. It’s a great partner to WPIC. It is the largest e-commerce platform in the world – in terms of the size of audience, the volume of traffic, the ad products that they provide, and livestreaming that they’ve really pioneered.” – Alex Palmer, EVP of Engagements, WPIC Technologies
“Through our collaboration with WPIC and Alibaba, we are continuing to see sales grow month over month.” – Lisa Klein, Vice President, Commercial and International Sales, Vitamix