1.5亿美金泳装帝国Cupshe的成功秘诀：DTC与亚马逊双轨并行
中国出海品牌新势力崛起 | Emerging Chinese Global Brands
当人们谈论中国出海品牌时，Anker和SHEIN往往最先被提及。然而，新一代品牌如Cupshe正在国际舞台上崭露头角。这个泳装品牌如今稳居亚马逊泳装类目榜首，据外媒报道，Cupshe正全力投入市场调研和新产品线开发。
While Anker and SHEIN dominate conversations about Chinese global brands, a new generation including Cupshe is making waves. The swimwear brand now tops Amazon's swimwear category and is reportedly investing heavily in market research and new product development.
惊人的增长数据 | Impressive Growth Figures
Cupshe在2020年实现了1.5亿美元的年收入，预计2021年将突破2.5亿美元。今年早些时候，该公司还成功完成了1550万美元的融资。
With $150 million in revenue for 2020 and projected to exceed $250 million in 2021, Cupshe recently secured $15.5 million in funding earlier this year.
双轨运营策略 | Dual-Channel Strategy
Cupshe的成功不仅来自"亚马逊+独立站"的双轨运营模式，还包括YouTube、Instagram等社交媒体平台的KOL营销。公司高级营销总监Jessie Han透露，目前独立站贡献约70%的销量，亚马逊占30%。
Cupshe's success stems from its "Amazon + DTC" dual-channel approach and KOL marketing on platforms like YouTube and Instagram. According to Jessie Han, Senior Marketing Director, DTC accounts for 70% of sales while Amazon makes up the remaining 30%.
产品线扩展 | Product Line Expansion
随着SHEIN和Blushmark引领的新一轮快时尚浪潮，Cupshe正在向运动休闲品类延伸。最新推出的Weekends at the Beachhouse系列包括高腰紧身裤、短裤和运动衫等产品。
Following the fast fashion wave led by SHEIN and Blushmark, Cupshe is expanding into athleisure with its new Weekends at the Beachhouse collection featuring high-waisted leggings, shorts and sportswear.
营销策略升级 | Marketing Strategy Upgrade
Cupshe的营销重心正转向广告投放，以提升品牌知名度。数据显示，2019-2020年其付费搜索流量增长2%，2020-2021年增长2.7%。品牌主要投放包含自身品牌名的关键词及"swimsuits"、"bikini"等大词。
Cupshe is shifting its marketing focus to advertising for brand awareness. Paid search traffic grew 2% (2019-2020) and 2.7% (2020-2021), primarily targeting brand keywords and terms like "swimsuits" and "bikini".
用户群体广泛 | Diverse Customer Base
与其他专注年轻人的快时尚品牌不同，Cupshe的产品覆盖从家庭成员到肥胖人群的广泛用户群体。其APP下载量已达220万次，是美国购物类APP前500名中唯一的专业泳装品牌。
Unlike other youth-focused fast fashion brands, Cupshe serves a wide demographic from families to plus-size customers. With 2.2 million app downloads, it's the only swimwear specialist in the top 500 US shopping apps.
亚马逊表现亮眼 | Strong Amazon Performance
2021年至今，Cupshe在亚马逊"Swimsuits and Coverups"类目的销量同比增长131%，超过该类目119%的整体增幅。有趣的是，Cupshe的增长还带动了竞品在亚马逊的复购率。
On Amazon, Cupshe's sales in "Swimsuits and Coverups" grew 131% YTD 2021, outpacing the category's 119% growth. Interestingly, its success has boosted competitors' repurchase rates on Amazon.
