如何通过Facebook和Google海外推广？这家宠物用品公司半年收入超3亿的秘诀
记者 | 马越 Editor | Ya Hanxiang
5月13日，温州源飞宠物玩具制品股份有限公司（以下称"源飞宠物"）首发获得通过。如果进展顺利，这家公司拟在深交所上市的公司将会成为"宠物牵引用具第一股"。
On May 13th, Wenzhou Yuanfei Pet Toy Products Co., Ltd. (hereinafter referred to as "Yuanfei Pet") passed its initial public offering. If everything goes smoothly, this company planning to list on the Shenzhen Stock Exchange will become the "first stock of pet leash products".
核心业务分析 Core Business Analysis
源飞宠物主要从事宠物产品的研发、生产和销售业务，主要产品包括宠物零食、宠物牵引用具、宠物注塑玩具等系列产品。
Yuanfei Pet is mainly engaged in the R&D, production and sales of pet products, with main product lines including pet snacks, pet leashes, and pet injection-molded toys.
根据其招股书，2018年到2021年上半年，宠物牵引用具销售收入占主营业务收入的比例分别为54.81％、64.27％、58.01％和61.90％；宠物零食销售的这一比例分别为40.22％、30.90％、36.76％和33.79％。
According to its prospectus, from 2018 to the first half of 2021, pet leash products accounted for 54.81%, 64.27%, 58.01% and 61.90% of main business revenue respectively; while pet snacks accounted for 40.22%, 30.90%, 36.76% and 33.79%.
海外市场战略 Overseas Market Strategy
源飞宠物的产品以出口为主，销售市场覆盖美国、欧洲、日本等多个国家和地区。2018年-2021年上半年，该公司外销收入占主营业务收入的比例分别为97.36％、94.91％、95.50％和95.74％。
Yuanfei Pet mainly exports its products, with sales covering multiple countries and regions including the US, Europe and Japan. From 2018 to the first half of 2021, the company's export sales accounted for 97.36%, 94.91%, 95.50% and 95.74% of its main business revenue.
北美和欧洲是源飞宠物的主要市场，而其中，美国市场占据半壁江山。2018年-2021年上半年公司出口至美国的产品销售金额占营业收入比例分别为58.36%、56.36%、67.02%和71.46%。
North America and Europe are Yuanfei Pet's main markets, with the US market accounting for about half. From 2018 to the first half of 2021, sales to the US accounted for 58.36%, 56.36%, 67.02% and 71.46% of operating revenue.
大客户合作模式 Key Account Cooperation Model
这家公司主要走的是贴牌代加工的模式。它的客户包括国际宠物连锁店和大型连锁零售商如美国宠物用品零售巨头Petco、PetSmart、欧洲知名的宠物连锁超市Pets at Home以及国际大型连锁零售商Walmart、Target等。
The company mainly adopts an OEM processing model. Its clients include international pet chains and large retailers such as US pet retail giants Petco and PetSmart, Europe's famous pet chain Pets at Home, and international retail chains Walmart and Target.
市场机遇与挑战 Market Opportunities and Challenges
源飞宠物主攻海外市场，主要原因在于欧美、日本等地区的宠物行业在经过多年的发展之后，已经成为全球最大的宠物消费市场。根据欧睿国际的数据，2020年美、欧宠物市场合计约占全球宠物市场的70%。
Yuanfei Pet focuses on overseas markets mainly because pet industries in regions like Europe, America and Japan have become the world's largest pet consumption markets after years of development. According to Euromonitor data, the US and European pet markets accounted for about 70% of the global pet market in 2020.
不过像中国大部分企业产品的出口一样，源飞宠物主要走的是贴牌代加工的模式，缺少自主品牌。这家公司也承认，其自有品牌的销售推广尚处于早期阶段，相关品牌的销售额不大，且品牌知名度不高。
However, like most Chinese export products, Yuanfei Pet mainly adopts the OEM processing model and lacks its own brands. The company admits that its own brand sales promotion is still in early stages, with relatively small sales and low brand awareness.
贸易风险应对 Trade Risk Management
依赖出口的一大风险在于，2018年依赖中美贸易摩擦所带来的影响。源飞宠物于2020年在柬埔寨建成生产基地，并通过调整产品结构等方式维持了综合售价。
A major risk of export reliance is the impact from China-US trade friction since 2018. Yuanfei Pet established a production base in Cambodia in 2020 and maintained comprehensive selling prices by adjusting product structures.
