Vitamix brought Chinese consumers to their headquarters in Cleveland Ohio during this year’s 11.11 Global Shopping Festival, complete with a full test kitchen and museum of the century-old home appliance brand’s history.
During the two-hour livestreaming, Vitamix executive chefs shared different recipes using the brand’s appliances. All the recipes were designed with the Chinese palate in mind, showcasing how Vitamix blends seamlessly into daily life the world over.
Vitamix entered the Chinese market through Alibaba Group’s B2C marketplace Tmall in 2019 and has taken advantage of growing interest in home appliances on the platform.
The Ohio-based brand uses key opinion leaders, livestreaming and localization strategies to engage local consumers.
“With the reach that Alibaba Tmall has, we can get to millions of people all in one 30-minute live airing,” said Don Snyder, Senior Vice President, Global Sales, Vitamix.
“Live Streaming in general is a conversation. They’re asking questions about the product, about the brand, about how to use it — it feeds product development, it feeds marketing, it feeds everything that’s vital for a company to succeed today. Real feedback, real time, and lots of it. It’s awesome,” said Alexander Palmer, Executive Vice President, WPIC.