Customer background and pain points: High order value, long decision cycle, and content capacity can't keep up
Customer Profile: Underfloor heating (smart temperature control flooring / smart heating flooring) brand owners and regional distributors, with stores mostly concentrated in building materials markets. Customers are mainly local homeowners with renovation needs, with order values generally above ten thousand yuan, and transactions highly dependent on offline communication and installation services.
Core Pain Points: Traditional customer acquisition relies on natural foot traffic in building materials markets, referrals from renovation companies, and on-the-ground promotion stations, with channel costs rising year by year while effective leads remain few; the product's selling point is "the bodily sensation of stepping on it when you come home," which is hard to explain clearly with parameters and verbal explanations, and homeowners can't perceive the difference; wanting to use short videos to supplement traffic, but outsourced shooting has long cycles and high costs per video, and finished materials sit unused on hard drives, unable to be reused, with content updates unable to keep up with platform rhythms, leaving the brand almost absent from local homeowners' decision paths.
Solution: Turn "the bodily sensation of the moment you come home" into short video content that can be replicated at scale
Precise Content Generation: Rather than starting from product parameters, technical selling points are first translated into life scenarios — "mobile app remote preheating + smart temperature control" becomes "preheat on your commute, and the moment you push the door open, you can step barefoot onto warm flooring." Within 11 seconds, a complete emotional arc is completed through 5 shots, with not a single parameter appearing in the entire video. All selling points are carried by actions and visuals, letting homeowners "rehearse" in an instant what life would be like after installing underfloor heating.
Script Model Switching: The same content skeleton supports switching between different conversion models, flexibly replaceable according to campaign stage and audience. Emotional scenario type (used in this piece): "Coming home from work, push the door open and step barefoot right onto it" — focuses on immersion, suitable for cold-start awareness building; Pain point direct-hit type: "That step onto icy flooring when you get out of bed in winter — are you enduring it every year?" — focuses on resonance, suitable for seasonal transition moments; Comparison review type: "How much faster does heating flooring warm up compared to traditional water underfloor heating?" — focuses on professional trust, suitable for mid-to-late decision-stage audiences; Price anchor type: "How much does underfloor heating actually cost per square meter? One quote sheet makes it clear" — focuses on low-threshold lead capture; Professional explainer type: "How does smart temperature control achieve warmth on arrival and power savings when away?" — focuses on brand professionalism. The real-person image, home style, and ending hook can all be batch-replaced on the same skeleton.
Mass Production and Distribution: Plan the script once, and AI batch-generates multi-platform, multi-version vertical materials: swapping real-person images and home scenes, adjusting ending hooks (quote sheet / free measurement / on-site design), and adapting to different duration rhythms for Douyin and WeChat Channels. Material updates shift from project-based outsourcing to internal on-demand production, trading quantity for testing speed, letting data-proven versions receive more ad budget and forming a cycle of "batch production → data screening → concentrated scaling."
Implementation results: Capacity is up, leads are captured, and transactions have a closed loop
Capacity Improvement: Content production shifts from the outsourced rhythm of "one piece per quarter" to on-demand batch output, with per-video production cost and cycle dropping significantly; material volume and testing rounds under the same budget increase markedly, allowing the brand to maintain continuous exposure on platforms and no longer drop out of homeowners' view due to material shortages.
Content Precision: Scenarios are designed with "local renovation homeowners" as the core audience — commuting, coming home, taking off shoes and stepping on the floor — all life moments local homeowners can immediately relate to; the ending uses the "smart temperature control quote sheet" as a hook, first doing a round of intent screening for this long-decision-cycle category, so customers who enter the store or private domain have higher intent and sales communication costs drop.
Customer Acquisition Loop: Beyond building materials market foot traffic and renovation company referrals, a new content-driven online lead source is added: short video seeding → quote sheet lead capture → store or distributor follow-up → on-site measurement and design → transaction and installation. Lead volume growth combined with lead quality optimization increases closable orders for stores, and revenue rises accordingly; the usage scenarios of closed customers can in turn feed back as new content materials, forming a sustainable cycle.
