04 / RANVOO / Product marketing & go-to-market
Turning wearable cooling into a launch-ready product story.
Product marketing · Launch planning · Lanhe
AICE LITE MAX · Wearable cooling
Product Marketing · GTM · Creator Strategy · Paid Media
The job was to make “real cooling” visible, credible and ready to scale before summer.
Context
Ranvoo was a product-marketing project within my role at Ruixin Digital Technology / Lanhe, rather than a separate employer. From December 2023 to February 2024, I prepared the summer launch of AICE LITE MAX alongside other brand responsibilities.
The product combined semiconductor active cooling with surrounding airflow in an adjustable wearable form. The commercial task was to distinguish it from a conventional neck fan and make the cooling difference easy to understand in outdoor, work and sports scenarios.
Challenge
The team needed to complete product messaging, audience selection, creator direction, media planning and sales materials before the April launch window. Budget and channel resources also had to be committed early enough to support a seasonal product.
The product could not be sold through “stronger wind” language alone. The launch needed credible proof that active cooling created a meaningfully different experience from an ordinary wearable fan.
Diagnosis
I organized the launch question around three decisions: which difference deserved to lead the product story, who would value it most, and which channels could demonstrate that value with enough credibility.
The answer was to lead with real cooling, then connect it to high-temperature scenarios and wearable comfort. Product explanation and visible demonstration needed to come before aggressive conversion.
Strategy
Build one connected launch system across four workstreams: product story, audience and channel fit, creator proof, and paid-media amplification. Each workstream carried the same central proposition—active cooling rather than airflow alone.
Use in-depth reviews from mid-tier technology creators to explain the cooling mechanism and wearing experience, then add scenario content to show use in heat, outdoor movement and daily work. Meta video advertising would amplify the clearest demonstrations, with ROI 3 set as the operating target.
Active cooling, not airflow alone
Heat scenarios → channel fit
Tech reviews + scenario content
Meta video · ROI target 3
Execution
Coordinated with the sales team to define the priority selling points, analyze audiences and choose the most suitable promotion channels. Marketing resources were allocated by budget and launch phase so that the project could start early and be ready before April.
Developed the creator collaboration plan around mid-tier technology reviewers and scenario-led content, with an early-to-mid KOL rollout. This gave the product both technical explanation and real-use proof.
Built the Meta video-advertising approach around product demonstration and a total ROI target of 3. I also supported the sales team with differentiated content and materials that emphasized active cooling versus the previous generation.
Result
The launch preparation connected product positioning, creator content, paid media and sales enablement into one coordinated plan. The product’s sales result after launch exceeded expectations.
Product sales after launch exceeded the planned expectation.
Learning
For differentiated hardware, a feature claim is not enough. The launch works when the product mechanism, creator proof, use scenario and conversion media all make the same benefit visible.
Seasonal products reward early alignment. Product, sales and marketing decisions need to converge before the demand window opens, because late coordination cannot be recovered through media spend alone.