Midea Smart Refrigerator / MSmartHome App美的智能冰箱／美的美居APP · Home Appliances家用电器
The value of a smart refrigerator cannot stop on the day it is purchased.智能冰箱的价值， 不能停在购买那一天。
A user-operations framework that turned connected features into useful actions for today's meal, this household, and the longer product relationship.以场景内容、促活活动、站内外触达、人物IP、核心用户群和年度报告，连接下载、激活与持续使用。
CASE 61案例 61
Company materials support the recorded operating framework; public claims of activation, retention, or sales growth are not currently supported.公司在册项目材料
Company materials support the recorded operating framework; public claims of activation, retention, or sales growth are not currently supported. 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
Users did not merely lack awareness of the app; they lacked a clear reason to use it for today's meal, this refrigerator, and this household. Rewards alone might generate downloads without lasting use, while feature tutorials alone could struggle to enter younger users' lives. Operations had to answer both 'why open it now?' and 'why return later?'用户不是不知道有一个APP，而是不清楚它能为今天这顿饭、这台冰箱和这个家庭做什么。 只用奖品刺激下载，活动结束后用户仍会离开； 只做功能教程，又难以进入年轻用户的生活语境。 运营必须同时给出“现在为什么打开”和“以后为什么回来”。
02
The decisive insight关键洞察
The content needed to shift from a feature list to life tasks: make a drink, celebrate Mid-Autumn Festival, learn a function, meet the product manager, or review personal annual data. Users would adopt the refrigerator plugin and app capabilities while completing something meaningful, not while being told to study a smart appliance.从功能清单转向生活任务：做饮品、过中秋、学会使用、认识产品经理、看见自己的年度数据。 每项内容都对应一个具体动作。 用户不是被要求“了解智能冰箱”，而是在做一杯夏日冰饮、参加家庭团圆活动、查看食材与营养数据时，自然使用冰箱插件与APP能力。
03
The core idea核心创意
Create a lifecycle from first use to ongoing relationship: user-generated content would make a feature tangible, multiple touchpoints would reduce activation drop-off, a recurring expert character would explain complexity, core-user groups would support dialogue, and an annual report would return meaningful data to users.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
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
用UGC让功能第一次被使用
02
用多触点降低激活断点
03
用人物IP持续解释复杂产品
04
用核心用户群建立长期关系
05
用年度报告把数据还给用户
01
Used user-generated content activities to prompt the first meaningful use of connected features.
02
Connected in-app and external touchpoints to reduce breaks between awareness, download, activation, and use.
03
Developed a recurring expert or product-manager character to explain complex functions over time.
04
Built core-user groups to support feedback and a longer relationship.
05
Created an annual report concept that returned the user's own data as a reason to revisit the service.
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。
The recorded work established a smart-appliance user-operations framework spanning acquisition and activation, feature education, recurring expert content, user groups, and annual review.
02
It connected in-product data touchpoints with e-commerce, customer service, retail stores, and owned media.
03
Existing materials do not support public claims about activation rate, retention rate, or sales growth.
What this proves它证明什么
Why this case matters案例价值
The case materials document a multi-stage operating model extending well beyond a single download incentive or feature tutorial.这个案例展示了明通如何围绕“卖出一台智能冰箱之后，怎样让用户真正用起来？”，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
