Anfa Smart Home Product Naming, Selling Point Refinement, and Brand Planning

The Anfa smart home brand planning project was undertaken by Shinerway Branding (Shenzhen). Saijie Smart Creative Home Co., Ltd. is a comprehensive enterprise originating in Shenzhen and radiating nationwide. With "Anfa" as its main brand, it is committed to building China's first full-category smart home terminal. In the era of the Internet of Everything, relying on self-developed manufacturing and channel innovation, Saijie shoulders the mission of "popularizing smart life", adheres to "first-class products at third-tier prices" to serve every ordinary Chinese family, and aims to build China's No.1 smart home brand.

Saijie's product lines and sub-brands are relatively complex, including Saijie, Anfa, Xingfulai and Lavender. As the current flagship brand, Anfa carries the positioning of the high-end smart home line, with the ultimate goal of expanding into the full-category smart home terminal business.

Running multiple sub-brands covers different market tiers but disperses brand equity: without clear business boundaries between sub-brands, the complex product lines blur user perception, and the "full-category smart home terminal" strategy could hardly land as a perceivable product architecture.

Take the Smart Balcony clothes-dryer line: its functions span basic lifting, sterilization, air-drying and voice control, yet it lacked a naming system differentiated by function and price—no lasting symbolic recognition among potential users, and no differentiated expression at point of sale.

After initial communication with the Anfa brand lead, Shinerway's creative team sorted out three major business lines—Smart Space, Smart Kitchen & Bathroom and Smart Balcony—establishing a clear business architecture.

On that basis, Shinerway provided business-line differentiation and naming for the Smart Balcony clothes-dryer products: named Fuyao, Xiaojun, Hefeng and Lingxi by function and price, corresponding to basic lifting, sterilization, air-drying and voice control, injecting symbolic identity into the brand for lasting recognition among potential users.

Meanwhile, Shinerway delivered complete design and planning services for the full Anfa range—customer-group analysis, selling-point refinement, copywriting, function description and advertising design—unifying the expression across the series.

Deliverables included the three business-line framework (Smart Space, Smart Kitchen & Bathroom, Smart Balcony), the four-series naming system for clothes dryers (Fuyao, Xiaojun, Hefeng, Lingxi) with function mapping, and full-range customer-group analysis, selling-point refinement, copywriting, function description and advertising design.

The project converged the complex product lines into a clear three-line architecture; the four series names gave each function and price tier its place, upgrading brand communication from "feature lists" to "symbol systems" and laying a brand foundation for Saijie's strategy toward the full-category smart home terminal.

Going forward, Shinerway Branding (Shenzhen) will continue to provide Anfa with brand planning, unified visual design, marketing promotion and team packaging as value-added services, accompanying the brand's growth.