从代工厂到品牌出海：欣维发(Worthfind)跨境电商转型成功案例
从代工厂到品牌出海：欣维发(Worthfind)跨境电商转型成功案例
From OEM to Global Brand: Worthfind's Successful Cross-border E-commerce Transformation Case
中国制造业经历了从"制造"到"智造"的转型升级过程。成立于2005年的厦门欣维发(Worthfind)就是这一转型浪潮中的典型代表。
China's manufacturing industry has undergone a transformation from "Made in China" to "Created in China". Xiamen Worthfind, established in 2005, is a typical representative of this transformation wave.
转型历程：
Transformation Journey:
- 2005年：成立初期为国际品牌做代工
- 2005: Started as an OEM for international brands
- 2012年：转向亚马逊平台
- 2012: Shifted to Amazon platform
- 2018年：自建独立站，完成二次转型
- 2018: Built independent websites, completing the second transformation
Worthfind品牌部负责人Lynn Chen表示："过度依赖平台会受制于第三方规则，且难以获取完整用户信息。独立站是我们品牌出海的重要布局。"
Lynn Chen, Brand Director of Worthfind, said: "Over-reliance on platforms makes us subject to third-party rules and makes it difficult to obtain complete user information. Independent websites are an important part of our brand globalization strategy."
成功孵化的品牌：
Successfully incubated brands:
- Ecosusi：女包品牌
- Ecosusi: Women's bag brand
- Bagsmart：多功能背包品牌
- Bagsmart: Multi-functional backpack brand
成功转型的三大要素
Three Key Factors for Successful Transformation
- 多渠道引流：
- Google/Facebook广告投放
- Google/Facebook advertising
- 社交媒体营销(KOL/YouTube)
- Social media marketing (KOL/YouTube)
- 亚马逊老客户引导
- Amazon customer redirection
- 独立站运营策略：
- 使用Shopify建站
- Shopify website building
- 统一视觉设计
- Unified visual design
- 多种促销活动提升客单价
- Various promotions to increase average order value
- 社交媒体营销：
- Facebook粉丝5.9万
- 59k Facebook followers
- Instagram粉丝31.6万
- 316k Instagram followers
- TikTok粉丝近百万
- Nearly 1 million TikTok followers
两大品牌的差异化运营
Differentiated Operations of Two Brands
Ecosusi亮点：
Ecosusi Highlights:
- 节日主题营销
- Festival-themed marketing
- 交叉销售策略
- Cross-selling strategy
- 邮件营销(EDM)转化率高
- High conversion rate in email marketing (EDM)
Bagsmart特色：
Bagsmart Features:
- 品牌故事视频展示
- Brand story video presentation
- 重点发展分销渠道
- Focus on distribution channels
- 已与150+国家分销商合作
- Cooperated with distributors in 150+ countries
通过similarweb数据显示：
According to similarweb data:
- Ecosusi自然搜索流量占比19.01%
- Ecosusi organic search traffic accounts for 19.01%
- Bagsmart付费搜索占比37.85%
- Bagsmart paid search accounts for 37.85%
成功经验总结：
Key Success Factors:
- 发挥供应链优势控制成本
- Leverage supply chain advantages to control costs
- 多品牌运营策略
- Multi-brand operation strategy
- 利用Shopify提升建站效率
- Use Shopify to improve website building efficiency
- 多渠道整合营销
- Multi-channel integrated marketing
Worthfind的转型案例证明：中国制造企业完全可以通过跨境电商实现品牌升级，在全球市场获得成功。
Worthfind's transformation case proves that Chinese manufacturing companies can achieve brand upgrading through cross-border e-commerce and succeed in the global market.
