中国品牌日丨这些跨境电商品牌的出海故事，说给你听

{ "time": 1652407208160, "blocks": [ { "id": "soehsikbzp", "type": "paragraph", "data": { "text": "编者荐语：" } }, { "id": "qbarxbmvfx", "type": "paragraph", "data": { "text": "杭州知名跨境电商出海品牌安致股份的“wanto”和巨星科技的“Workpro”入选，一起来看看他们的出海故事。" } }, { "id": "pcfamtiesj", "type": "Image", "data": { "file": { "url": "/media/images/ndBr3GRjYqTJkQfgZbDe98.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "yyllcasyas", "type": "paragraph", "data": { "text": "在中国品牌出海的征途上，无数中国品牌正在通过亚马逊触达全球消费者，打造全球品牌。" } }, { "id": "pbkyqfnqgt", "type": "paragraph", "data": { "text": "亚马逊相关数据显示：过去四年在亚马逊上完成品牌注册的中国卖家数量增长了40倍，亚马逊全球站点上14%的中国品牌已经在超过5个国家或地区拥有注册商标。" } }, { "id": "fnewyblnnr", "type": "paragraph", "data": { "text": "今天，我们对话五个通过亚马逊开启全球开店旅程的中国品牌，看看这些中国出海“水手”如何扬帆远航，让世界听到中国的声音。" } }, { "id": "brbnhmwmhk", "type": "Image", "data": { "file": { "url": "/media/images/BGyMj59MsKirJucvUM7LLm.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "qfewunxczo", "type": "paragraph", "data": { "text": "Rain or Shine, Grad and Go" } }, { "id": "kyfjrtmzdi", "type": "paragraph", "data": { "text": "一入纷飞雨季，就想穿上让人“期待再一次下雨”的Wantdo拳头产品「防水冲锋衣」，相比普通防水冲锋衣3000左右的防水水压指数，Wantdo的防水冲锋衣可达到10000以上。穿上后，让你漫步在飘摇细雨中2小时，也不会浸湿肌肤。" } }, { "id": "acxxqhegaq", "type": "paragraph", "data": { "text": "是什么样的神奇冲锋衣？" } }, { "id": "arzfzhogiz", "type": "Image", "data": { "file": { "url": "/media/images/2yrQgwjqZ9ZSVokDef4zdA.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "qghwwwpklg", "type": "paragraph", "data": { "text": "出海初期，Wantdo品牌定位还是“专业户外”。不久后谭铁发现，以传统的“专业户外”概念想在海外已经颇为成熟的领域闯出一番天地，着实存在不小的挑战。" } }, { "id": "xlpcyjnncu", "type": "paragraph", "data": { "text": "不少经典的百年老牌已经培养了稳定的消费人群，而相比之下Wantdo是一个充满年轻活力的品牌，想要在短时间内与那些经典品牌一争高下，必须出奇制胜。于是，2017年，创始人谭铁提出了一个新的品牌定位「通勤户外」。" } }, { "id": "qvsszkivry", "type": "paragraph", "data": { "text": "正如品牌哲学中所提到的——“Rain or shine, grab and go”（无论刮风下雨，拿起即走），这是一个更偏日常生活的冲锋衣使用场景，为全球消费者提供每日必备的高性能的功能性服饰。" } }, { "id": "geppyykdmg", "type": "Image", "data": { "file": { "url": "/media/images/NgUJysVJAUKk2dz7uq4Teh.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "ehyxjncpvh", "type": "paragraph", "data": { "text": "今天，Wantdo已经开通亚马逊美国、加拿大、墨西哥、英国及欧洲7国站点，上万款商品在线销售，是可靠、可信赖的通勤户外的引领者。" } }, { "id": "jhllcwmkdo", "type": "Image", "data": { "file": { "url": "/media/images/esPfjfa5xqQu7z9SPrmaem.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "zpmsjtucbi", "type": "Image", "data": { "file": { "url": "/media/images/SjmxhRZHti8S7mpWZAQaNC.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "qrqxjrhgla", "type": "paragraph", "data": { "text": "引领沉浸式露营新场景" } }, { "id": "saktcbbrug", "type": "paragraph", "data": { "text": "夏日炎炎，“精致露营”悄然兴起。" } }, { "id": "uzobsudvql", "type": "paragraph", "data": { "text": "拥有轻奢时尚外观的Naturehike挪客的户外装备，从帐篷到睡袋，从炉灶到照明，一站式的“轻户外·轻旅行”，让你在朋友圈分分钟“出圈”。" } }, { "id": "rsdkurcpoe", "type": "Image", "data": { "file": { "url": "/media/images/SKgSQXgVoV7aFfs7TqvasL.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "esvnuilmiw", "type": "paragraph", "data": { "text": "Naturehike挪客逐渐在YouTube和Instagram创立自己的频道，进行创意内容营销，通过“让户外成为一种生活方式”的理念，引发全球更多用户的共鸣。" } }, { "id": "xguursxmcy", "type": "paragraph", "data": { "text": "步入2022年，Naturehike挪客开始积极准备多元化的联名营销，如与故宫正在筹备敦煌联名，这让Naturehike挪客意识到，将品牌与中国文化元素结合在一起，可以爆发出巨大的能量与潜力。" } }, { "id": "yyttujaapk", "type": "Image", "data": { "file": { "url": "/media/images/4pEwSumapnRgtaZMfYjUZq.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "jipvmjulhh", "type": "paragraph", "data": { "text": "目前，Naturehike挪客越走越稳，年均销售额增长超过40%，热销产品更是几度卖空，2021年产品已经畅销至全球80多个国家和地区，真正实现「全球开店」。" } }, { "id": "pbfjbvgfsg", "type": "Image", "data": { "file": { "url": "/media/images/43opGVSXeHP85MUyi5dMBR.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "srdwfwkswf", "type": "Image", "data": { "file": { "url": "/media/images/cvYR5GUxpSRXyh2ErCfGHP.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "tkumylvipi", "type": "paragraph", "data": { "text": "中国智造登上《时代》2021年最佳发明" } }, { "id": "zwpsfiqyjm", "type": "paragraph", "data": { "text": "放假在家想躺平，但满地的灰尘毛发让人抓狂，于是扫地机器人来帮忙了，缝隙的灰尘别想逃，宠物毛发不怕缠绕，边边角角都不放过，集齐清洁本领于一身。" } }, { "id": "qtpgxrbxrp", "type": "paragraph", "data": { "text": "但是，8年前的扫地机器人行业却远非如此。" } }, { "id": "apoclrsqup", "type": "paragraph", "data": { "text": "“扫地机器人怎么总不好用？不如自己来设计一台！”这是石头科技董事长兼CEO昌敬创业的初衷，更是一个产品经理的初心。" } }, { "id": "oivwjfgozp", "type": "Image", "data": { "file": { "url": "/media/images/NTyZxEFijBiJJbD7To2sqg.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "qktarnwlzy", "type": "paragraph", "data": { "text": "作为扫地机器人界的后起之秀，石头科技凭借其领先于行业内同类产品的激光雷达技术优势，成功地打开了美国消费市场，给用户带来了出色的导航使用体验，其中旗舰款S7更是被《时代》评为2021年最佳发明之一。" } }, { "id": "xglofldasi", "type": "Image", "data": { "file": { "url": "/media/images/8NU8v8TWuC8iiRAv77vH6y.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "ybaqsscifi", "type": "paragraph", "data": { "text": "如今，石头科技近80%的海外销量都是在亚马逊上完成的，更是稳居扫地机器人市场第一梯队，已成为中国智造的响亮品牌名片之一。" } }, { "id": "gltmtvtxha", "type": "Image", "data": { "file": { "url": "/media/images/dZRuuwRxTpWhBG3JNAqaWJ.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "mwbtmtfpgb", "type": "Image", "data": { "file": { "url": "/media/images/7jGFwejQKD8eqrQ2k8yux9.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "ugomejwzua", "type": "paragraph", "data": { "text": "中国品牌收获全球“自来水”真爱粉" } }, { "id": "zkmpuchkls", "type": "paragraph", "data": { "text": "想自己动手，却发现没有专业又好用的工具？" } }, { "id": "jsqrkmhucg", "type": "paragraph", "data": { "text": "这不，专业工具品牌WorkPro收获了来自世界的“自来水”真爱粉。在Youtube上，忠实粉丝会用接近半小时的时长录制Workpro产品的开箱和使用测评；在Twitter上，有用户展示自己用Workpro的不同套件给车子进行涂装，多种主题、多种颜色，激发360度创意。" } }, { "id": "pkzrasssyg", "type": "Image", "data": { "file": { "url": "/media/images/cKHfrhxwpABUpqucXoDnMP.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "cbzjgiiosm", "type": "paragraph", "data": { "text": "2015年，亚马逊全球开店进入中国，巨星科技果断闯入跨境电商领域，布局了自有品牌如专业工具品牌WorkPro，照明工具品牌Everbrite等横跨户外、照明、木工、仓储柜、智能家居领域的多个品牌。" } }, { "id": "unknmzqrav", "type": "paragraph", "data": { "text": "“企业要想实现长期发展，必须做自有品牌，就像骑自行车要自己抓住车把一样。”巨星科技高级副总裁李锋说。这也是巨星科技告别传统代工，开启转型之路的缘起。" } }, { "id": "plgmrtsyer", "type": "Image", "data": { "file": { "url": "/media/images/C6zUhyB88X7YwNS3rBEnZQ.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "iosfklfrzj", "type": "paragraph", "data": { "text": "2019年，在巨星科技第一大主业手工具中，自主品牌的销售比重已超过了30%。在亚马逊上，Workpro品牌收获了数以万计、平均评分高达4星半（满分5星）的用户反馈。过去五年，巨星科技已经从一个传统外贸代工企业，成长为拥有多个自主品牌的知名跨境电商。" } }, { "id": "bnzgqabhju", "type": "Image", "data": { "file": { "url": "/media/images/MJnMkLunZ5CCWw9K2CVwjS.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "fypthgovtt", "type": "Image", "data": { "file": { "url": "/media/images/AveP5JyeMPSYJmj5hLZQm5.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "zrhunyrorb", "type": "paragraph", "data": { "text": "用一朵棉花改变世界" } }, { "id": "obhttpffbg", "type": "paragraph", "data": { "text": "全棉时代已悄悄来临，稳健医疗汲取大自然中天然植物纤维，制作成舒适的棉制品，远离化学刺激，安全健康却又不失温暖的呵护。" } }, { "id": "nbriydrfza", "type": "paragraph", "data": { "text": "作为中国改革开放后最早一批外贸人之一，稳健医疗创始人李建全，曾立志要改变当时海外市场对中国制造“低质低端”的普遍认知，并将品牌命名为“winner”（赢家）。" } }, { "id": "bglcwjpnfy", "type": "paragraph", "data": { "text": "30年后的如今，在标准严苛的医用敷料行业，稳健医疗已打造了一张靓丽的中国“名片”，并连续多年稳居中国医用敷料出口前三名。" } }, { "id": "tfmktiyebs", "type": "Image", "data": { "file": { "url": "/media/images/cAot4L2JvMSqAQW7wFdBbQ.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "giiouxrrvn", "type": "paragraph", "data": { "text": "作为一家进入“30而立之年”的大健康品牌，稳健医疗放眼国际市场，携手亚马逊《水手计划》，驶入跨境电商的新航道，从OEM走向自主品牌Winner，不仅提升了自有品牌知名度，更翻开中国民族品牌在海外的新篇章。" } }, { "id": "bmbgmksxld", "type": "Image", "data": { "file": { "url": "/media/images/GVEsjmTtrUYMkRGRFpk9i5.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } }, { "id": "xamcutnbmf", "type": "paragraph", "data": { "text": "2021年亚马逊Prime会员日期间，稳健医疗全渠道销售额实现翻倍成长。2021年亚马逊黑五其当日销售额更同比增长116%。" } }, { "id": "yinqazzwai", "type": "Image", "data": { "file": { "url": "/media/images/NmMGZnmmZjphNSkZAiGQjP.png" }, "caption": "", "withBorder": false, "stretched": false, "withBackground": false } } ], "version": "2.22.2" }