Midea Refrigerator Division美的冰箱事业部 · Home Appliances家用电器 · 2021–20222021-2022
Transforming High-Frequency Design Needs into a Unified Growth System把高频设计需求，变成一套推动新品、终端与销售团队协同的增长系统
From a main key visual to complete store, training, promotion, and battle report materials, Meantime provided agile, consistent annual design services to ensure every marketing action quickly reaches the retail floor.从一张主KV到一整套门店、培训、促销和战报物料，明通用敏捷且一致的年度设计服务，让每次营销动作都能迅速进入终端。
Company project materials on file. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
The Midea Refrigerator Division manages multiple brands and product lines, including Midea, Toshiba, COLMO, and Little Swan. New products, promotions, exclusive events, store openings, and internal sales incentives run concurrently with high frequency. The team faced a critical need to handle this volume of urgent requests while maintaining distinct visual boundaries for each brand and ensuring precise execution standards.美的冰箱旗下覆盖美的、东芝、COLMO、小天鹅等多个品牌与产品线，新品、促销、圈层活动、门店开业和内部销售激励高频并行。 需求既多又急，还必须保持不同品牌的视觉边界与执行准确度。
02
The decisive insight关键洞察
Meantime identified core judgments that connect brand value with market action by starting from real consumer groups, usage scenarios, and decision-making barriers.明通从真实人群、使用场景与决策阻力出发，找到能同时连接品牌价值与市场行动的核心判断。
03
The core idea核心创意
Meantime organized scattered design tasks into reusable terminal growth components: new product launches featured key visuals and posters for models like Micro-Crystal, Odorless, Turing, and COLMO AI Active Nutrition; promotional campaigns included full extensions for May Day, Fire March, CNY, Odorless Gold Rush, and Trade-In Storms; terminal experiences covered displays, floor stickers, banners, photo zones, prayer walls, tablecloths, card holders, and layout renderings; sales drivers utilized battle reports, red-black lists, leaderboards, sales stars, case studies, and challenge books; standardized assets included long-form graphics, photo corner marks, video nesting, and multi-scenario poster templates to reduce future production costs.明通将零散设计任务组织为可复用的终端增长组件： 新品上市：微晶冰箱、净味冰箱、图灵新品、COLMO AI主动营养冰箱等主KV、产品海报与发布物料； 促销战役：五一促销、火三月、CNY、净味夺金、换新风暴等线上线下全套延展； 终端体验：展架、地贴、条幅、打卡区、御守墙、桌布、台卡与陈列效果图； 销售驱动：战报、红黑榜、排行榜、销售之星、案例分享与挑战书； 标准化资产：长图、照片角标、视频嵌套、普通产品与多场景海报模板，降低后续生产成本。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
新品上市：微晶冰箱、净味冰箱、图灵新品、COLMO AI主动营养冰箱等主KV、产品海报与发布物料；
02
促销战役：五一促销、火三月、CNY、净味夺金、换新风暴等线上线下全套延展；
03
终端体验：展架、地贴、条幅、打卡区、御守墙、桌布、台卡与陈列效果图；
04
销售驱动：战报、红黑榜、排行榜、销售之星、案例分享与挑战书；
05
标准化资产：长图、照片角标、视频嵌套、普通产品与多场景海报模板，降低后续生产成本。
01
Delivered key visuals and launch materials for new products including Micro-Crystal, Odorless, Turing, and COLMO AI Active Nutrition refrigerators.
02
Executed full online and offline extensions for major promotional campaigns such as May Day, Fire March, CNY, Odorless Gold Rush, and Trade-In Storm.
03
Designed comprehensive terminal experience assets including displays, floor stickers, banners, photo zones, prayer walls, tablecloths, card holders, and layout renderings.
04
Created sales-driving materials including battle reports, red-black lists, leaderboards, sales stars, case studies, and challenge books.
05
Developed standardized asset templates for long-form graphics, photo corner marks, video nesting, and multi-scenario posters to streamline future production.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
年度服务让品牌面对突发节点、新品节奏和终端需求时，不必每次从零开始，而能在统一系统里快速响应。
01
The annual service system allowed the brand to respond rapidly to unexpected events, new product rhythms, and terminal demands without starting from scratch.
02
Design assets were consistently aligned across brands while maintaining distinct visual identities, ensuring accurate execution for every campaign.
What this proves它证明什么
Why this case matters案例价值
This case study illustrates how Meantime connected judgment, creativity, and execution into a verifiable project path that transforms frequent design needs into a coordinated growth system for new products, retail teams, and sales.这个案例展示了明通如何围绕“把高频设计需求，变成一套推动新品、终端与销售团队协同的增长系统”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Meantime avoided repetitive spec repetition over six months. Instead, it leveraged authentic usage experiences, scenario-driven content, and native platform expressions to keep Vatti visible in consumer searches regarding purchase decisions, selection criteria, and value assessment.明通不把产品参数重复六个月，而是用真实使用体验、场景化内容与平台原生表达，让华帝在“买什么、怎么选、值不值”的搜索与讨论中持续出现。
华帝品牌增长与年度传播内容与体验激活
VattiBrand growth and annual communicationContent and experience activation
