精准的箱包生意入行：谷歌SEO搜索引擎优化方案
两次濒临破产，这个品牌靠宠物又活过来了
Twice on the Brink of Bankruptcy, This Brand Survived Through Pet Products
前段时间在写《3年前差点死掉，如今连续2年单品全球销量第一》时，我为了研究智能宠物硬件霍曼，频繁搜索类似产品，从此大数据记住了我。我开始时不时被推送一些出海宠物品牌。
While researching for my article "Nearly Went Bankrupt 3 Years Ago, Now Global Sales Leader for 2 Consecutive Years" about smart pet hardware brand Homma, my frequent searches for similar products made algorithms remember my preferences. Since then, I've been regularly recommended various pet brands going global.
但不得不说，有很多品牌在经历、打法上都很有趣，让人忍不住想分享出来。而今天的主角，和霍曼一样经历曲折，不一样的是，宠物不是初心，但绝对是这个品牌的吉祥物。
Many of these brands have fascinating stories and strategies worth sharing. Today's featured brand shares Homma's rollercoaster journey, with one key difference - while pets weren't their original focus, they've become the brand's lucky charm.
外贸商转研产销拿了5000万融资，但处境尴尬？
From Trading to R&D: The $5M Funding That Led to Dilemma?
Neakasa是深圳集海科技（Genhigh）旗下的品牌。在创立集海科技之前，Franklin曾先后在一家做智能穿戴式设备和一家做图书扫描器的公司任职，市场营销和渠道拓展的工作都有涉猎。
Neakasa is a brand under Shenzhen-based Genhigh Technology. Before founding Genhigh, Franklin worked in marketing and channel development at companies specializing in smart wearables and book scanners.
SEO关键点：品牌转型故事、融资历程、市场定位调整
SEO Keywords: brand transformation story, funding journey, market positioning adjustment
技术复用，意外发现新机会
Technology Repurposing: The Unexpected Opportunity
对于本身已经在做吸尘器研发的Genhigh来说，研发负担不大，但1个主机6种用途的理毛器，让Genhigh一下子就从红海一样的家清赛道脱离出来。
For Genhigh already developing vacuum cleaners, creating a 6-in-1 grooming tool wasn't technically challenging, but this innovation successfully moved them out of the fiercely competitive home cleaning market.
而进入的pet grooming/pet care赛道增长得也很快。根据Command Thread 2022年发布的宠物行业趋势报告，Pet Care & Services在整个宠物赛道中的占比不是最大，不及宠物食品和宠物用品，却是2018-2022年增长最快的领域。
The pet grooming/care market they entered was experiencing rapid growth. According to Command Thread's 2022 Pet Industry Trends Report, while pet care services don't dominate the pet market compared to food and supplies, it was the fastest-growing segment from 2018-2022.
意外进入宠物赛道后，Neakasa如何站稳脚跟？
How Neakasa Established Itself After Accidentally Entering the Pet Market
疫情期间，众多出海品牌的共同打法就是走电商渠道销售和饱和式投放。特殊时期，品牌布局受限，这样的做法无可厚非，但到线下出行恢复之后，立刻有品牌感受到，欧美用户开始对品牌大力投广行为产生逆反心理。
During the pandemic, most global brands relied on e-commerce and aggressive advertising. While understandable given the circumstances, as offline activities resumed, many brands noticed Western consumers developing aversion to excessive advertising.
SEO优化策略：
- 众筹平台曝光
- 加大线下营销布局
- 充分利用TikTok等短视频平台
SEO Optimization Strategies:
- Crowdfunding platform exposure
- Expanding offline marketing presence
- Leveraging short video platforms like TikTok
从铺货到自研，从多条产品线到聚焦在家清和智能宠物用品。Genhigh的成长路径几乎是跨境电商近7年来的缩影，每一次踩中热点有运气成分，也离不开之前的积累。
From trading to self-development, from multiple product lines to focusing on home cleaning and smart pet products - Genhigh's journey mirrors the evolution of cross-border e-commerce over the past seven years. While luck played a role in catching trends, each success built upon previous foundations.
