Worldtech
A Thai home appliance brand — air purifiers, blenders, fridges, TVs — sourced from Chinese OEM factories that also supply competing sellers. Three months to make the same product worth buying from us.
The problem
The company used OEM manufacturing from China, and other vendors used the same factories. Identical products, multiple sellers. How do we differentiate ourselves?
Price is the only lever left when the product is the same, and it is a race to the bottom. The answer was branding, plus superior customer service and after-sale service. That is why I worked on rebranding the logo, ran video production for branding, hired influencers for branding and PR, then retargeted with ads.
What I did
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Scope of the role
The mark
The logo changed during the role.
Video production
Appliances sell on demonstration. I ran production end to end — scripts, edits, casting — and stayed on set.
The direct sales channel
I helped build the website from scratch, so customers could buy direct instead of through marketplace platforms and their high commission per order.
I talked with the developer and the graphic designer, and contacted the payment gateway myself — 2C2P.
worldtech.asia ↗The outcome
A brand customers could tell apart from sellers carrying the identical product, a new coffee machine segment launched and selling within two months, a direct sales website that cut marketplace commission out of the order, six platforms brought under one mood and tone, and a slogan the company kept.