白猫出海战略：产品力+本土化+差异化打造"国货之光"全球影响力
白猫出海战略：产品力+本土化+差异化打造"国货之光"全球影响力
White Cat's Global Expansion Strategy: Product Strength + Localization + Differentiation to Build "Chinese Brand Pride" Worldwide Influence
当中国老字号清洁品牌白猫走向国际市场，其成功经验为其他国货品牌出海提供了宝贵参考。 作为拥有70多年历史的"国货之光"，白猫通过阿里巴巴国际站将产品销往欧美、蒙古、俄罗斯、非洲和东南亚等地，在全球化浪潮中找到了新的增长点。
When the Chinese heritage cleaning brand White Cat goes global, its success provides valuable insights for other domestic brands expanding overseas. As a "Chinese brand pride" with over 70 years of history, White Cat has found new growth opportunities in the wave of globalization by selling products to Europe, America, Mongolia, Russia, Africa and Southeast Asia through Alibaba International.
产品力是核心竞争力
Product Strength as Core Competitiveness
白猫外贸负责人郁骢强调："品质差的产品是没有回头客的"。在非洲市场，尽管当地对洗衣粉活性物含量要求仅为5%-8%，白猫坚持提供活性物含量15%以上的优质产品，价格虽贵一倍却获得客户James的25吨订单，并很快售罄。
White Cat's foreign trade director Yu Cong emphasized: "Poor quality products won't have repeat customers". In the African market, although local requirements for laundry detergent active content were only 5%-8%, White Cat insisted on providing premium products with over 15% active content. Despite being twice as expensive, it secured a 25-ton order from client James, which sold out quickly.
本土化与差异化战略
Localization and Differentiation Strategy
白猫针对不同市场采取差异化产品策略：
- 欧美市场：推出环保型产品如零塑料包装、可回收的洗衣片
- 东南亚市场：开发白色"淘米水"洗洁精，区别于当地深色产品
- 非洲市场：提供防潮性能优异的配方产品
White Cat adopts differentiated product strategies for different markets:
- European/American markets: Launch eco-friendly products like plastic-free packaging and recyclable laundry sheets
- Southeast Asian market: Develop white "rice water" dishwashing liquid, different from local dark-colored products
- African market: Provide formula products with excellent moisture-proof performance
国货品牌集体出海效应
Collective Overseas Expansion Effect of Chinese Brands
郁骢观察到："国货品牌扎堆出海后，辐射到的是国内整个清洁行业在海外的影响力"。白猫在东南亚市场的成功，部分得益于立白、雕牌等先行国货品牌建立的市场认知。
Yu Cong observed: "The collective overseas expansion of Chinese brands has enhanced the influence of China's entire cleaning industry abroad". White Cat's success in Southeast Asian market partly benefited from the market awareness established by pioneer Chinese brands like Liby and Diao.
通过产品创新、本土化运营和差异化竞争，白猫正在全球市场重塑"国货之光"的品牌价值，为国货品牌出海提供了可复制的成功经验。
Through product innovation, localized operations and differentiated competition, White Cat is reshaping the brand value of "Chinese brand pride" in global markets, providing replicable success experience for domestic brands going overseas.
