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

Shinejie Smart Creative Home Co., Ltd. is a comprehensive enterprise that originated in Shenzhen and radiates across the country. With "An'erfa" as its main brand, it is committed to building the country's first full-category smart home terminal. With the advent of the era of the Internet of Everything, relying on self-developed manufacturing and channel innovation, Shinejie shoulders the industry mission of "popularizing smart life," adheres to the philosophy of "first-class products, third-tier prices" to serve every ordinary Chinese family, leads industry transformation, and aims to create the No.1 smart home brand in China.

 

Shinejie's product lines and sub-brands are relatively complex, among which its sub-brands include Shinejie, An'erfa, Xingfulai, Lavender, etc. As Shinejie's current flagship brand, An'erfa carries the positioning of the enterprise's high-end smart home business line. The ultimate goal of the enterprise is to expand its full-category smart home terminal business.

 

After initial communication with the person in charge of the An'erfa brand, the Shinerway founding team sorted out three major business lines for the brand: Smart Space, Smart Kitchen & Bathroom, and Smart Balcony Series, and provided product business line differentiation and naming for the Smart Balcony Series clothes drying racks. According to functions and prices, the current clothes drying rack products are named: Fuyao Series, Xiaojun Series, Hefeng Series, and Lingxi Series, corresponding to the basic lifting function, sterilization function, drying function, and voice control function respectively. This injects symbolic identification into the brand, making it easier to form lasting recognition among potential user groups.

In addition, Shinerway provided An'erfa with a complete design and planning service for its full range of products, including customer group analysis, selling point extraction, copywriting creation, function description, and advertising design.

In the later stage, Shinerway will also provide An'erfa with derivative value-added services such as brand planning, unified visual design, marketing promotion, and team packaging.