Viessmann

The brand

Founded in 1917 and now part of Carrier, Viessmann is one of the world’s leading providers of efficient climate solutions: heating, hot water, air quality, and renewable energy systems engineered for long service life and real-world performance.

The challenge

Heating and boiling is a considered purchase, closely tied to installation, service, and trust in the brand. Chinese buyers research extensively online before they commit, and the category rewards players who can combine clear product education with strong after-sales support. Viessmann needed a serious online presence in China that matched the quality of the brand offline, without cannibalizing distributors or service partners.

Our approach

Beyond Border Group was commissioned to build and run Viessmann’s Tmall and JD storefronts end to end. We covered:

• Content development, from store design to product detail pages built for Chinese buying behaviour
• Sales and operations, keeping the stores live through peak moments and daily trade
• Marketing strategy across campaigns, always-on media, and brand moments
• Livestream and KOL programs to bring the products to life and answer real consumer questions
• Social media management to sustain the brand narrative between commercial peaks
• Customer service to protect the experience at the most sensitive point of the journey

A key part of the work was making the online business play nicely with existing offline retail, distributors, and service networks rather than competing with them.

Results

A few years after launch, online product and service revenues had grown significantly. More importantly, Viessmann had a credible eCommerce presence in China that reinforced offline retail, supported distributors, and gave service providers new reasons to engage, turning digital channels into a genuine growth engine for the brand.