Google推广新思路：从POCO手机速卖通出海成功看全球品牌推广策略
POCO手机全球销量突破1000万：速卖通如何助力品牌出海成功 POCO Smartphones Surpass 10 Million Global Sales: How AliExpress Facilitates Brand Globalization 2020年11月宣布全球独立的小米子品牌POCO，如今已在全球35+市场站稳脚跟。这个从印度起家的品牌，仅用3年时间就实现了全球出货量突破1000万部的惊人成绩。 In November 2020, Xiaomi's sub-brand POCO announced its global independence. Today, this India-born brand has established itself in over 35 global markets, achieving the remarkable milestone of 10 million units in global shipments within just three years. 一、电商基因：POCO的天然优势 1. E-commerce DNA: POCO's Natural Advantage POCO国际电商销售副总赵程表示："速卖通在助力国产品牌出海方面具有卓越的综合能力。2018年我们就选择了速卖通作为主要出海渠道，其庞大的市场规模与我们的理念高度契合。" POCO's International E-commerce VP Zhao Cheng stated: "AliExpress demonstrates outstanding comprehensive capabilities in assisting domestic brands going global. We chose AliExpress as our primary globalization channel as early as 2018, as its massive market scale perfectly aligns with our philosophy." 选择速卖通的三大理由： • 全球流量聚合能力 • 跨境生态链完整性 • 优惠的回款政策 Three Reasons for Choosing AliExpress: • Global traffic aggregation capability • Complete cross-border ecosystem • Favorable settlement policies 二、爆款策略：POCO M3黑五首发即热销 2. Hit Product Strategy: POCO M3's Black Friday Success 2020年，POCO M3在速卖通黑五大促期间首发，通过： ✓ 分国家差异化推广 ✓ 多语言直播营销 ✓ 菜鸟海外仓快速配送 实现了"首发即售罄"的销售奇迹。 In 2020, the POCO M3 launched during AliExpress' Black Friday promotion through: ✓ Country-specific differentiated promotions ✓ Multilingual live streaming marketing ✓ Cainiao overseas warehouse rapid delivery Achieving the "sold-out upon release" sales miracle. 三、行业启示：技术创新与品牌溢价 3. Industry Insights: Technological Innovation and Brand Premium 在全球手机行业"零和博弈"的背景下，POCO的成功揭示三大关键： 1. 产品技术创新（F/X/M三大系列） 2. 品牌价值塑造（社交媒体互动） 3. 全球化渠道布局（速卖通核心平台） Amid the "zero-sum game" in the global smartphone industry, POCO's success reveals three keys: 1. Product technological innovation (F/X/M series) 2. Brand value building (social media engagement) 3. Global channel strategy (AliExpress as core platform) 速卖通已成为中国品牌出海的战略跳板，POCO的案例证明：通过电商平台实现全球化，是性价比最高的品牌扩张路径。 AliExpress has become a strategic springboard for Chinese brands going global. POCO's case proves that achieving globalization through e-commerce platforms is the most cost-effective brand expansion path.