Viessmann菲斯曼
Climate solutions: Tmall eCommerce in China for heating and boiling
People research a boiler at length, then live with it for years. We built and ran Viessmann’s Tmall and JD stores end to end, from product pages to after-sales care, and made them work with the brand’s installers and distributors.
Since 1917Tmall and JD1917
the year Viessmann was founded; it’s now part of Carrier
2
storefronts run by one team, on Tmall and JD
6
workstreams, from store design to customer service
Grown
online product and service revenue, a few years after launch
Since 1917 The purchase
A boiler is a long decision
Viessmann was founded in 1917 and is now part of Carrier. It makes heating, hot water, air quality, and renewable energy systems built for a long service life.
In China, buyers research heating online for a long time before they commit. The sale is tied to installation, to service, and to how much they trust the name on the box.
Viessmann wanted an online presence as serious as its offline one, without taking business from the distributors and service partners who install and maintain its systems.
What the category asks for
Long research
Chinese buyers read and compare at length before they decide. Thin product pages lose them early.
Trust in the service
A boiler needs installing and servicing. Buyers want to know who shows up after the sale.
Product education
The category rewards brands that explain what a system does and why it lasts.
Partners on the ground
Distributors and service partners already carried the brand offline. The stores had to help them.
Research Product pages
Product pages that answer the questions first
We designed the stores and wrote the product detail pages around how Chinese buyers shop for heating: model by model, with the benefits up front and the price close by.
Two boilers, two pages
The B1KF page opens on the boiler in a living room, then lists what matters in three icons: made in Germany, efficient, and a wide modulation range.
The A1JD page leads on comfort, with precise temperature control shown in a bedroom setting.
End to end The workstreams
One team from the first search to the service call
We ran every part of both stores. Each workstream picked up the buyer at a different point.
Livestreams and KOL programs did a specific job here. They showed the products working and answered the questions real buyers asked.
Where each workstream meets the buyer
Discovery
Marketing and media
Campaigns, always-on media, and brand moments brought people to the stores.
Research
Content
Store design and product detail pages built for Chinese buying habits.
Questions
Livestream and KOL
Live demos and creator programs that answered real consumer questions.
Purchase
Sales and operations
Keeping both stores running through peak dates and everyday trade.
After the sale
Customer service
Protecting the experience at the point where buyers are most sensitive.
In between
Social media
Keeping the brand story going between the commercial peaks.
Offline Partners
Online sales that send work to the partners
A big part of the job was making the stores play well with offline retail, distributors, and service networks. We set them up to support those partners instead of competing with them.
Offline retail
The online stores reinforced what customers saw in physical retail.
Distributors
Distributors got support from the online business, and kept their place in the sale.
Service providers
Installers and service partners got new reasons to engage with the brand.
A few years on Results
Digital channels that grow the business
A few years after launch, online product and service revenue had grown significantly. Viessmann had a credible eCommerce presence in China, and its digital channels were growing the business.
Grown
Online product and service revenue
Significantly, a few years after launch
2
Stores run end to end
Tmall and JD
6
Workstreams under one team
Content to customer service
Supported
Offline retail and distributors
Backed by the online stores
Engaged
Service providers
New reasons to work with the brand
What carries over
Teach before you sell
For a considered purchase, the product page does the work a salesperson would do in a showroom.
Answer questions live
Livestreams and KOL programs earned their place by answering the questions buyers brought to them.
Bring the partners with you
Installers and distributors were already selling the brand. The stores did best when they sent business their way.
Services delivered
- Campaign
- eCommerce
- KOL
- Livestream
- Media
- Social
About the data: results describe our work on Viessmann’s Tmall and JD stores in the years after launch. Revenue figures aren’t disclosed in this case. It doesn’t cover budgets or commercial terms.
Let’s talk
Selling a considered purchase online in China?
Tell us about the product and the partners who install and service it. Someone on our team reads every message and writes back.
