Case study
Viessmann: how social drove eCommerce growth in China.
Viessmann needed social media in China to drive eCommerce sales. We built a system across Douyin, RedNote, and WeCom that delivered steady growth.
Client
Viessmann (Carrier)
Industry
Climate systems
Services
Platforms
The client
Heating technology since 1917. China was the hard part.
Viessmann has been building heating technology since 1917. Now part of Carrier, they sell climate systems across dozens of markets. Heating, water, air quality, renewable energy.
China was the hard part. They had Tmall and JD stores already, products listed, storefronts live. But traffic was thin. And in China, that's really a social media problem. Consumers find brands on social first. Then they buy. Viessmann needed content that actually got people to the store.
Viessmann's Tmall flagship store. Products were listed, but traffic was thin.
What we did
Three platforms, each with a different job.
We built a system connecting social platforms to Viessmann's eCommerce stores. Three platforms, each with a different job.
Douyin: where the traffic came from
We produced short videos about heating, but not the way an engineer would explain it. We talked about warmer homes. Lower energy bills. A house that handles winter without turning into a money pit.
We ran product demos and livestream sessions that sent viewers straight to the Tmall store. It worked. Douyin quickly became one of Viessmann's biggest sources of new online buyers.
RedNote: where the research happened
Heating systems cost real money, and people in China do serious research before committing. So we made sure Viessmann showed up in that research. Product reviews, installation guides, homeowner stories.
We ran KOL campaigns and seeded KOC content across the platform. The goal was simple: when someone searched "best heating system" on RedNote, Viessmann should come up with proof. Not promises.
WeCom: where conversations converted
Before buying, customers had all kinds of questions. What size system do I need? Will it work with my floor plan? Our team handled that through WeCom, in Chinese, in real time.
After the sale, that same thread became the service channel. Installation support, maintenance bookings, follow-ups. One conversation from first question to long-term client.
Viessmann's Tmall store: brand story and membership service flow.
None of this was managed from somewhere else. Our team ran it from China. Native speakers on every platform, adjusting content week by week based on what was actually getting traction.
The outcome
From new storefronts to real, consistent sales channels.
Within roughly two years, Viessmann's online revenue in China was growing month over month. Tmall and JD went from new storefronts to real, consistent sales channels.
But the revenue is only part of it. Look at what's running underneath. Douyin fills the top of the funnel. RedNote warms up serious buyers. WeCom converts them and keeps them around. And now offline retail, distributors, even the service partners are plugged into that same loop.
The brief was pretty straightforward. Don't just sell online. Make every channel push in the same direction. That's what got built.
Your turn
Want to build a social-to-commerce engine for your brand in China?
Fixed scope. Fixed price. Team on the ground.
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