九号公司品牌出海之路：年入91亿的低成本营销秘诀
中国苏州/苏州头条 - 如果你正在寻找兼具品质保障和科技感的短途出行解决方案，九号公司(Segway-Ninebot)的产品绝对值得关注。这家低调的企业在2021年创造了91.46亿元的惊人营收，其中海外业务占比高达51.4%。
Suzhou, China - If you're looking for quality-assured and tech-savvy short-distance mobility solutions, Segway-Ninebot products are definitely worth considering. This low-profile company achieved staggering revenue of 9.146 billion yuan in 2021, with overseas business accounting for 51.4%.
令人惊讶的是，九号公司的营销投入仅占总营收的1.3%(约1.2亿元)。目前，该公司已成为电动平衡车、电动滑板车等创新短交通领域的全球领导者，其产品常年占据全球市场份额第一。
Surprisingly, Segway-Ninebot's marketing expenditure accounts for only 1.3% of total revenue (about 120 million yuan). Currently, the company has become a global leader in innovative short-distance mobility including electric balance bikes and scooters, with its products consistently ranking first in global market share.
从收购鼻祖到全球领先
From Acquiring the Pioneer to Global Leadership
九号公司的成功始于对平衡车鼻祖赛格威(Segway)的战略收购。2015年，九号以"获取西方市场入场券"为目的，完成了对这家美国企业的全资收购。
Segway-Ninebot's success began with the strategic acquisition of Segway, the pioneer of balance bikes. In 2015, with the purpose of "obtaining an entry ticket to Western markets", the company completed the full acquisition of this American enterprise.
通过技术创新，九号将平衡车价格从上万元降至1999元，重量减轻一半，成功将这一"富人玩具"变成大众消费品。2016-2021年间，公司收入年复合增长率达51.06%。
Through technological innovation, Segway-Ninebot reduced the price of balance bikes from over 10,000 yuan to 1,999 yuan while cutting the weight in half, successfully transforming this "rich man's toy" into a mass consumer product. From 2016 to 2021, the company achieved a compound annual growth rate of 51.06%.
全球化战略：精准市场选择
Globalization Strategy: Precise Market Selection
九号公司SVP黄琛表示："全球生意不能面面俱到"。公司采取精准市场策略：在中国只做T1/T2城市，欧洲只做九个国家，美国只做两个阳光州。
Huang Chen, SVP of Segway-Ninebot, stated: "Global business cannot be all-encompassing". The company adopts a precise market strategy: focusing only on T1/T2 cities in China, nine countries in Europe, and two sunshine states in the U.S.
这种策略帮助九号在2019年通过Indiegogo众筹创下3080万人民币的纪录，2020年成为全球电动滑板车销量第一品牌。
This strategy helped Segway-Ninebot set a crowdfunding record of 30.8 million yuan on Indiegogo in 2019 and become the world's top-selling electric scooter brand in 2020.
低成本营销的三大秘诀
Three Secrets of Low-Cost Marketing
1. 产品自传播：九号产品酷炫的设计天然具备传播性，用户使用时常被询问"这是什么？在哪买？多少钱？"
1. Product Self-Spreading: Segway-Ninebot's cool designs naturally spread virally, with users often being asked "What is this? Where to buy? How much?"
2. 体验式门店：将门店打造成集购买、体验、玩乐和服务为一体的综合空间，强化用户连接。
2. Experiential Stores: Transforming stores into comprehensive spaces combining purchasing, experience, entertainment and service to strengthen user connections.
3. 技术护城河：截至2022年上半年，九号拥有3700多项知识产权，其中发明专利占比约20%。
3. Technology Moat: As of the first half of 2022, Segway-Ninebot owns over 3,700 intellectual properties, with invention patents accounting for about 20%.
九号公司CEO王野表示："与其做高速路上的兔子，进窄门反而能有更宽广的天地。"这种战略思维帮助九号用3年做到电动滑板车全球第一，4年做到电动平衡车全球第一。
Wang Ye, CEO of Segway-Ninebot, said: "Rather than being the rabbit on the highway, entering through the narrow gate can lead to broader horizons." This strategic thinking helped the company become the global leader in electric scooters in 3 years and electric balance bikes in 4 years.
从"中国制造"到"中国智造"，九号公司证明：优秀的产品本身就是最好的广告。其发展路径为更多中国企业出海提供了宝贵借鉴。
From "Made in China" to "Created in China", Segway-Ninebot proves that excellent products themselves are the best advertisements. Its development path provides valuable lessons for more Chinese companies going global.
