How Did Vatti Use Xiaohongshu, Rednote Ads and Kitchen Creator Recruitment to Co-Create Content and Rejuvenate a Kitchen Brand?

Introduction

In 2020, the number of home furnishing notes published on Xiaohongshu increased by 136 percent year on year, making home content one of the platform’s important community categories. That growth is a useful starting point for understanding why a traditional kitchen-appliance brand such as Vatti chose Xiaohongshu as a strategic partner during AWE 2021 rather than treating the platform as a simple advertising placement channel. Vatti had worked in the Chinese kitchen-appliance market for nearly 30 years, and as its main consumer groups continued to change, it sought to influence the new young generation. The brand summarized its target group as people who pursue a “harmonious but different” user experience, are willing to pay for individuality, and have “sharing genes.” Vatti called these young people “self-pleasing life home,” and their love of socializing, sharing, and individuality overlapped highly with the Xiaohongshu user group. Against this background, the Vatti case shows that Rednote ads should be understood as a content-seeding, search-conversion, and social-interaction system, while Vatti Kitchen Creator Recruitment should be understood as a user co-creation mechanism that runs across product development, launch, and post-launch feedback. This article argues that Vatti’s results came from platform-native content, user participation, creator recruitment, and online-offline amplification.

1.Core Thesis and Scope

The central thesis of this article is that Rednote ads are best understood as a content-seeding, search-conversion, and social-interaction system rather than isolated advertising placement. In the Vatti case, the platform was not used only to buy exposure. It was used to observe kitchen-related notes, identify user language around “happiness,” understand user attention to home-decoration style and kitchen-appliance matching, and invite users to express true feelings, recommend good products, point out product pain points, and give improvement suggestions. This directly supports the idea that content, search, and social interaction worked together rather than as separate tactics.

Within that scope, Vatti Kitchen Creator Recruitment is positioned as a user co-creation mechanism across product development, launch, and post-launch feedback. During product development, Vatti and Xiaohongshu planned to study community user needs. Before new product launch, Vatti planned to recruit experts to participate in testing and optimization. After launch, Vatti planned to collect community user feedback to guide the next generation of design. The recruitment campaign gave the stage to users and encouraged them to speak out their ideal kitchens. The official drew lucky users to participate in the 0-yuan kitchen renovation, and the entire renovation process was fully recorded. This is not a one-off promotion; it is a mechanism linking product development, launch communication, and post-launch learning.

The central argument is therefore that Vatti’s results came from platform-native content, user participation, creator recruitment, and online-offline amplification. The Vatti case reports nearly 130 million exposure, a 208 percent increase in Xiaohongshu brand search, and more than 1,400 topic notes. Those results are connected in the case to listening to user voice, online and offline linkage, Xiaohongshu’s diverse resources, and offline multi-city core elevator advertising positions that placed joint posters. The scope of this article is consequently not limited to advertising formats. It includes the strategic cooperation at AWE 2021, the Kitchen Creator recruitment and 0-yuan renovation, the Moore series launch, blogger testimony, live broadcast, joint gift boxes, customized brand stickers, user-voice follow-up, dealer recognition, and related comparative evidence from Opp and MINISO.

2.Market and Platform Context

Home-appliance marketing faces clear challenges described in the case material. In an era of information fragmentation and product homogeneity, the younger generation generally has “difficulty in choosing,” and brands face the problem of breaking the circle. Opp’s bathroom-heater case notes that bathroom heaters are not a must-have product for many families, that there are few communication channels between traditional brands and users, and that facing young groups makes it even more necessary to cultivate awareness. The case also notes that bathroom heaters, as low-frequency, high-order durable consumer products, have long user decision cycles. Vatti’s situation reflects a related challenge: as the main consumer groups continued to change, the brand tried to influence the new young generation through cross-border linkage and celebrity endorsements, but it needed a more native way to reach younger users.

Xiaohongshu’s large-furniture data justifies platform selection. The platform overview states that content aesthetics at 62.7 percent, comprehensive and rich content at 62.5 percent, seeing the real experience of users at 58.9 percent, and content with a sense of scene at 45.6 percent are all ahead of other platforms. Home bloggers are described as the “double champions,” the most popular among users and the greatest influence in planting grass, with 41.2 percent of users mainly influenced by home bloggers, followed by ordinary users at 33.7 percent. In terms of obtaining information, 74.4 percent of users who come to Xiaohongshu actively search for relevant content and browse content about large furniture, while 63.2 percent like to read recommended content on the homepage. Nearly 70 percent of users use Xiaohongshu as a platform for reference home decoration or furniture matching and recommendation of good products. These data support the platform’s role in active search and recommendation behavior.

Vatti’s “self-pleasing life home” target group connects naturally with Xiaohongshu’s sharing culture, aesthetic orientation, and real-experience mindset. Vatti found that the target group pursues a “harmonious but different” user experience, is willing to pay for individuality, and has “sharing genes.” They love socializing, sharing, and paying attention to individuality. The platform overview also notes that most users believeXiaohongshu is a platform for reference matching and good product recommendation and that it has a strong grass-planting mentality. This overlap explains why Xiaohongshu could serve as a strategic platform for Vatti rather than merely a media buy.

3.Strategic Cooperation at AWE 2021

On March 23, 2021, during the 2021 China Home Appliances and Consumer Electronics Expo, Xiaohongshu and Gaohuadi Co., Ltd. reached a strategic cooperation, hoping to turn the kitchen into a social stage for young people, allowing them to record their kitchen life stories and share product usage skills and experiences. For Vatti, this AWE 2021 strategic cooperation marks the institutional starting point. Through inspirational marketing, Vatti and the platform officially announced a deep strategic partnership at the AWE conference, jointly creating a communication platform to share brand value stories, product experiences, and other content, aiming to achieve continuous and positive interaction with users.

The cooperation established a three-stage co-creation loop. During product development, Vatti studied the needs of community users in collaboration with the platform. Before launching new products, outstanding fashion life experts were recruited through it to participate in product experience testing, ensuring products were launched in optimal condition. After launch, Vatti collected a large amount of user feedback from the community, improving products with user-centric thinking and using that feedback to optimize and guide next-generation development. In the future, Vatti will continue working with Xiaohongshu to research user needs during product development, recruit experts for testing and optimization before launch, and collect post-launch feedback to guide next-generation design, enabling its users to participate in product development across the board.

This also represents a shift from brand-led communication to users acting as “Vatti product managers” and kitchen lifestyle co-creators. The platform's Inspiration Marketing research found that users repeatedly mentioned the keyword “happiness” in kitchen-related notes, showing that kitchen appliances have become an important factor in improving life happiness. Users also attached great importance to the overall matching of home-decoration style and kitchen appliances, making the design style particularly important. These users with “fireworks” in their hearts were happy to express their true feelings on the platform, were generous in recommending good products, and would directly point out product pain points and offer suggestions for improvement. The strategy of “letting users become Vatti's product managers” was born from this insight.

4.Vatti Kitchen Creator Recruitment and Zero-Yuan Renovation

The recruitment logic was to give the stage to users and invite them to express their ideal kitchens. Under the influence of the epidemic, countless people paid more attention to their daily lives, and the scenes within reach on weekdays became a stage. Vatti officially launched a recruitment campaign on Xiaohongshu, giving the stage to users and encouraging them to speak out their ideal kitchens. The official drew lucky users to participate in the 0-yuan kitchen renovation, and the entire renovation process was fully recorded. This recruitment logic is important because it moves beyond a brand telling users what a kitchen should look like and instead invites users to describe and demonstrate their own ideal kitchen life.

The lucky-user selection and full recording of the zero-yuan kitchen renovation became authentic content production. The entire renovation process was fully recorded, and the official kitchen renovation blockbuster was released. This was not only a promotional asset but also a way to document a real user’s kitchen transformation. The case describes the blockbuster as showing the kitchens of different user types such as “party people, fashionable housewives, newlyweds, families of three, and single ladies,” integrating the display of Vatti’s product functions, showing the kitchen attitude of young people, and resonating with emotional content to plant grass for users.

The renovation blockbuster across life scenarios connects emotional resonance with product-function demonstration. By showing different user types and their kitchens, the content links Vatti’s product functions to real life scenes and to young people’s kitchen attitudes. The emotional resonance is not detached from product demonstration; the display of Vatti’s product functions is integrated into the life scenarios. This helps users understand both how the products function and how they fit into different kitchen lifestyles. In this sense, the 0-yuan kitchen renovation is a content-production mechanism: it gives users the stage, records a real transformation, and turns the result into a blockbuster that combines life scenes, emotional resonance, and product-function demonstration.

5.Moore Series Launch and Online-Offline Amplification

The Moore series launch and spokesperson announcement served as the brand moment. Vatti officially announced the Moore series and its spokesperson, and invited Xiaohongshu bloggers to share the life attitudes of young people. The launch conference was directly linked to the platform, inviting home-renovation bloggers to testify. This brand moment was not isolated from the earlier co-creation activity; it connected the product launch to the user participation and creator recruitment that had already been developed.

The online-offline amplification included platform influencers specializing in home renovation, live broadcasts, joint gift boxes, and customized brand stickers that generated more than 1,400 notes. The launch conference was live-streamed online simultaneously, while joint gift boxes were created offline to fully stimulate users' enthusiasm to interact. After the press conference, Vatti continued to cultivate resources on the community for long-term exposure of new products, and the customized "brand stickers" led to the birth of over 1,400 notes. During this process, Vatti continuously followed up on user feedback, collected suggestions, and promoted product and service upgrades.

Long-term content cultivation, user-voice follow-up, multi-city elevator advertising, and dealer recognition served as amplification. The two-way linkage of Vatti's and Xiaohongshu's inspiration marketing was unanimously recognized by Vatti's internal dealers. In terms of communication, joint posters were placed in core elevator advertising positions across multiple cities to continuously promote the product. The case therefore shows that the Moore series launch was amplified through online content, live broadcasts, offline gift boxes and posters, long-term platform cultivation, and internal dealer recognition, rather than through a single announcement.

6.Rednote Ads and Agency-Enabled Content Operations

The co-created content connected with information-flow ads, search ads, and diversified picture, video, and live formats for traffic and conversion. In the broader Xiaohongshu operation material, Topkee’s advertising services include diversified advertising forms that can accurately locate target user groups and provide rich content forms including pictures, short videos, and live broadcasts. The material also describes product influence through writing product notes in various content formats to cultivate users’ interest and needs and convert implicit needs into clear purchase intentions, clue collection through user behavior analysis and feedback collection, and e-commerce shopping by combining Xiaohongshu advertising and e-commerce functions to create a seamless shopping experience and improve conversion rates and sales performance. This supports the idea that co-created content should be connected to traffic and conversion systems.

Topkee-style content-operation principles apply to this kind of content operation. Topkee provides a customized theme schedule that is closely related to the brand and industry and can highlight the uniqueness of the enterprise, while conforming to Xiaohongshu’s social platform characteristics and considering timeliness. The service includes eye-catching titles that organically combine themes, techniques, and current events, platform-native copy that integrates platform features and trending topics, picture design that combines the aesthetic trends and platform style of Xiaohongshu users, and video production through storytelling elements and innovative techniques from scripting to shooting to editing. These principles match the requirement that Vatti’s co-created content should be platform-native rather than simply repurposed brand advertising.

Social customer service, interaction management, and data insights are also part of agency-enabled content operations. Topkee’s social customer service services include private message management, comment management, @me management, and interaction management. A dedicated person is responsible for replying to private messages, timely public comment response maintains brand image, quick identification and response to user @mentions strengthens interactive relationships, and regular interaction with content from accounts of the same type helps establish a good community atmosphere. The data-insight side uses KPI indicators to monitor market performance, gain insight into fan portraits, and optimize note content and advertising strategies. This connects the Vatti case’s user-voice follow-up to a structured operation model covering fan portraits, note performance, brand search, and conversion signals.

7.Comparative Evidence from Related Cases

Opp’s bathroom-heater case illustrates phased seeding, blogger-matrix matching, discovery-search-conversion loops, and word-of-mouth feedback. Opp selected Xiaohongshu as the first stop to break the circle and create a younger “personality” for the “thermal energy ring bathroom heater,” a bathroom heater that is good-looking, easy to use, and improves family happiness. Opp used a five-dimensional model for blogger screening based on blogger matching, data, grass-seeking power, IP premium power, and content authorization, and established a blogger matrix with home bloggers as the core and mother-and-baby, pets, lifestyle, and fashion as supplements. The case describes differentiated marketing in stages, with strong dry content and high-value pictures in the new product stage, off-season scenario content across simple style, girlish style, and retro style, and promotion-period attention to discovery-page seeding and search-page conversion. The case also describes word-of-mouth feedback: in the past year, the number of notes related to Opp bathroom heaters increased by more than 30 percent, users spontaneously shared content, and users’ feedback on after-sales service and bathroom heater temperature, ventilation, panel, and lighting control helped the brand further upgrade and optimize the product.

MINISO’s fragrance case illustrates KFS-style content marketing, selling-point testing, high-praise notes, and search spillover to e-commerce. MINISO started from the mass aromatherapy market and found the communication opportunity point of “master professional fragrance, mass taste price.” Its four-step communication used brand advertising to increase awareness of master aromatherapy quality, content testing around the four major selling points of classic reproduction, master perfume, quality fragrance, and popular price, information-flow advertising to create high-praise notes, and search advertising to seize the user’s mind. The KFS content marketing combination strategy generated more than 10 highly praised notes with over 10,000 interactions in the past six months. The heat spillover effect was significant: note reading was proportional to the search trend of e-commerce platforms, helping sales of Master Aromatherapy new products rise sharply and sell out in the month of listing, and during Double Eleven it ranked first among new products in the industry.

The cross-case principles for Vatti are insight-led positioning, staged communication, creator fit, and content-to-search conversion. Opp’s insight into young users’ preference for appearance and happiness, MINISO’s data-based discovery of the mass aromatherapy market, and Vatti’s observation of users’ “happiness” keyword and home-decoration matching all show insight-led positioning. Opp’s new product stage, off-season, and promotion-period strategies, MINISO’s four-step communication, and Vatti’s AWE cooperation, Kitchen Creator recruitment, Moore series launch, and post-launch cultivation all show staged communication. Opp’s five-dimensional blogger matching and Vatti’s renovation-family bloggers and fashion life experts show creator fit. Opp’s discovery-search-conversion loop and MINISO’s search spillover to e-commerce show content-to-search conversion.

8.Results and Effectiveness

Vatti’s reported results include nearly 130 million exposure, a 208 percent increase in Xiaohongshu brand search, and more than 1,400 topic notes. These are the core quantitative outcomes in the Vatti case. The case connects the project’s exposure and search growth to the combination of listening to user voice, online and offline linkage, Xiaohongshu’s diverse resources, and offline multi-city core elevator advertising positions. The more than 1,400 topic notes are also linked to the customized “brand stickers” after the Moore series press conference and to the continued cultivation of Xiaohongshu resources for long-term exposure of new products.

The qualitative outcomes include user feedback feeding product and service upgrades, dealer recognition, and youth brand rejuvenation. The case states that Vatti continued to follow up on the voices of users on the site, constantly collected and fed back user suggestions, and promoted product and service upgrades. It also states that the two-way linkage of Vatti and Xiaohongshu’s inspiration marketing was unanimously recognized by Vatti’s internal dealers. The effort is also framed as Vatti trying to influence the new young generation and as a strategic cooperation intended to turn the kitchen into a social stage for young people. These qualitative outcomes matter because they show the project’s effect beyond exposure, including internal organizational recognition and brand rejuvenation.

Comparison with Opp’s exposure, viral rate, and sales results shows how co-creation can translate into product influence and commercial outcomes. Opp’s “thermal energy ring bathroom heater” had a single product exposure of more than 15 million and a hot article rate of more than 40 percent for notes with more than 1,000 interactions. The accumulation of content and word-of-mouth promoted sales growth, with annual sales of single products nearly 200 million, ranking first in the industry’s high-end bathroom heater sales. During the promotion period, “thermal energy ring bathroom heater” became first in the Tmall/JD bathroom heater category and first in the industry’s high-end bathroom heater. For Vatti, the provided results emphasize exposure, brand search growth, topic-note accumulation, user feedback, dealer recognition, and youth brand rejuvenation. The comparison therefore supports the article’s central argument while respecting the specific metrics that the Vatti case actually reports.

9.Success Factors and Replicable Methodology

Listening to the user voice through continuous feedback collection and product-upgrade loops is the first success factor. The Vatti case describes collecting user feedback after launch, continuing to follow up on user voices on the site, constantly collecting and feeding back user suggestions, and promoting product and service upgrades. It also describes the plan to study community user needs during product development and recruit experts to participate in testing and optimization before launch. This creates a loop from development to launch to post-launch feedback and back into the next generation of design.

Staged marketing from insight and recruitment to launch, amplification, and post-launch cultivation is the second success factor. The Vatti case begins with insight into the “self-pleasing life home” group and the kitchen-related notes that mention “happiness” and home-decoration matching. It then moves to the AWE 2021 strategic cooperation, the “Vatti Kitchen Creator” recruitment, the 0-yuan kitchen renovation, the kitchen renovation blockbuster across life scenarios, the Moore series launch and spokesperson announcement, invited Xiaohongshu renovation-family bloggers, live broadcast, joint gift boxes, customized brand stickers, long-term exposure cultivation, user-voice follow-up, and multi-city elevator advertising. This is a staged communication sequence rather than a single campaign moment.

The integrated model of blogger matrix, online-offline linkage, Rednote ads, and data-driven optimization is the third success factor. The Vatti case includes renovation-family bloggers and fashion life experts, online Xiaohongshu resources, offline joint gift boxes and multi-city core elevator advertising positions, and Rednote ads connected to information-flow ads, search ads, and diversified picture, video, and live formats. The broader operation material adds customized theme schedules, eye-catching titles, platform-native copy, image design, video storytelling, social customer service, interaction management, and data insights on fan portraits, note performance, brand search, and conversion signals. For Vatti, the replicable methodology is therefore to combine user co-creation with platform-native content, creator recruitment, online-offline amplification, and data-driven content operations.

10.Risks, Limitations, and Conclusion

There are risks and limitations in the Vatti approach. The case material describes creator recruitment, lucky-user selection for the 0-yuan kitchen renovation, and feedback collection after launch. Selection bias in creator recruitment is a relevant limitation because invited creators and renovation-family bloggers may not represent all kitchen users. The representativeness of lucky users is also a limitation because the 0-yuan renovation participants are selected users rather than the full target group. The sustainability of feedback loops is another limitation because continuous feedback collection and product-upgrade loops require ongoing operational commitment after the launch and amplification period.

Content saturation, search competition, and measurement challenges in attributing sales to co-creation and Rednote ads are also relevant. The platform context shows that home bloggers have high influence and that users actively search and browse recommended content, which also means brands compete for attention and search presence. The Opp and MINISO cases show content testing, high-praise notes, search advertising, and search spillover, but the Vatti case reports exposure, brand search growth, topic notes, user feedback, dealer recognition, and youth brand rejuvenation rather than a specific sales attribution figure. This makes measurement of sales effects a challenge. The conclusion for home brands is to shift from advertising to users toward co-creating value with users on Xiaohongshu. Vatti’s experience shows that platform-native content, user participation, creator recruitment, and online-offline amplification can work together, while the risks and limitations require careful selection, ongoing feedback management, and appropriate measurement.

Conclusion

This article has argued that Vatti’s Xiaohongshu results came from a co-creation model rather than isolated advertising. Rednote ads functioned as a content-seeding, search-conversion, and social-interaction system. The Opp and MINISO cases further illustrate phased seeding, creator fit, selling-point testing, high-praise notes, search conversion, and word-of-mouth feedback. Home brands that need to move from advertising to users toward co-creating value with users on Xiaohongshu should consider consulting professional Xiaohongshu operations and Rednote ads consultants to design a staged, platform-native, and measurable co-creation program.

 

Appendix

• MINISO Fragrance Case Study
• Xiaohongshu:Home Decor Report 2023
• Vatti: Strategy
• Opp Campaign Details