乐歌股份跨境电商成功经验：独立站年营收超5亿的秘诀
乐歌股份董事长项乐宏曾表示："独立站一定要建，只有做独立站，才能真正的接近用户，了解用户的需求。" 事实上，乐歌的独立站之路并非一帆风顺。
FlexiSpot's chairman Xiang Luhong once said: "You must build an independent website. Only by doing an independent website can you truly get close to users and understand their needs." In fact, FlexiSpot's independent website journey has not been smooth sailing.
发展历程 | Development History
2011年开始做跨境电商，历经4年才通过亚马逊扭亏为盈；2016年开始做第一个独立站，2020年才迎来质变。目前乐歌已运营9个独立站，海外品牌以FlexiSpot为主。
Started cross-border e-commerce in 2011, it took 4 years to turn a profit through Amazon; Started the first independent website in 2016, and only achieved qualitative change in 2020. Currently, FlexiSpot operates 9 independent websites, with FlexiSpot as the main overseas brand.
业绩表现 | Performance
- 2021年独立站营收达5.27亿元，占总营收18.35%
- 2021 independent website revenue reached 527 million yuan, accounting for 18.35% of total revenue
- 买家数量达24.66万，人均消费2356.24元
- Number of buyers reached 246,600, with per capita consumption of 2,356.24 yuan
- 2022上半年独立站营收2.81亿元，同比增长10.2%
- In the first half of 2022, independent website revenue was 281 million yuan, a year-on-year increase of 10.2%
成功关键 | Success Factors
1. 垂直品类策略 | Vertical Category Strategy
2015年调整为垂直品类和单一品牌模式，聚焦线性驱动、健康办公领域，以人体工学为切入口。
In 2015, it adjusted to a vertical category and single brand model, focusing on linear drive and healthy office fields, with ergonomics as the entry point.
2. 内容营销 | Content Marketing
通过SEO、视频投放进行引流，建立品牌认知。目前flexispot.com全球排名50781，71.7%流量来自美国。
Traffic is attracted through SEO and video placement to build brand awareness. Currently, flexispot.com ranks 50,781 globally, with 71.7% of traffic coming from the United States.
3. 社交媒体策略 | Social Media Strategy
YouTube占比达82.4%，通过KOL合作提升品牌影响力。11月发布68条社媒广告，主要推广站立式升降办公桌。
YouTube accounts for 82.4%, and brand influence is enhanced through KOL cooperation. 68 social media ads were released in November, mainly promoting standing height-adjustable desks.
4. 品牌建设 | Brand Building
2022年首次上榜《凯度BrandZ中国全球化品牌50强》，获得海外用户认可。
In 2022, it was listed in the "Kantar BrandZ Top 50 Chinese Global Brands" for the first time, gaining recognition from overseas users.
经验总结 | Experience Summary
独立站建设需要：
Building an independent website requires:
- 强大的IT团队支持 | Strong IT team support
- 复杂的流程和运营能力 | Complex processes and operational capabilities
- 时间积累沉淀品牌 | Time to accumulate and build the brand
