智能宠物品牌CATLINK的全球化之路：从东南亚到美国市场的成功策略
编者按：当出海成为中国企业的核心战略时，如何征战全球市场成为专业话题。在全球化的演变中，已有不少中国品牌站立潮头。硬氪特推出「Insight 全球」专栏，探索中国品牌出海的前沿方向与时代契机。
Editor's Note: As going global becomes a core strategy for Chinese companies, how to conquer international markets has become a specialized topic. In the evolution of globalization, many Chinese brands have risen to prominence. 36Kr's Hard Kernel launches the "Insight Global" column to explore cutting-edge directions and opportunities for Chinese brands going overseas.
CATLINK作为智能宠物用品领域的先行者，2019年推出全球首款可连接手机APP的智能猫砂盆，以数百美元定价全球累计销售超30万台。目前已在日韩、泰国和越南市场占有率第一，并成功登陆亚马逊美国站。
As a pioneer in smart pet products, CATLINK launched the world's first smart litter box connected to a mobile app in 2019, with global cumulative sales exceeding 300,000 units at a price of several hundred dollars. It has now achieved the No.1 market share in Japan, South Korea, Thailand and Vietnam, and successfully entered the US Amazon marketplace.
产品创新：从智能猫砂盆到健康监测系统
Product Innovation: From Smart Litter Box to Health Monitoring System
2019年，CATLINK首发了AI语音智能猫砂盆SCOOPER，具备多猫识别、健康监测等功能。高配版能供单只猫咪使用15天不铲屎，方便用户外出。
In 2019, CATLINK launched its first AI voice smart litter box SCOOPER, featuring multi-cat recognition and health monitoring functions. The high-end version can be used by a single cat for 15 days without scooping, making it convenient for owners when traveling.
与普通自动化产品不同，CATLINK产品能与手机连接，在APP中显示猫咪体重、进食量等数据，并形成健康报告。当猫咪排便出现异常时，系统会发出健康预警。
Unlike ordinary automated products, CATLINK's devices can connect to smartphones, displaying data such as cat weight and food intake in the app, and generating health reports. The system issues health alerts when abnormal defecation is detected.
市场策略：从东南亚验证到美国突破
Market Strategy: From Southeast Asia Validation to US Breakthrough
CATLINK选择先进入东南亚市场验证产品稳定性，再进军美国市场。在代理商选择上，CATLINK只与爱猫的本土代理合作，不看重团队规模。2021年，CATLINK已拿下泰国、越南和日韩市场份额第一。
CATLINK chose to first enter Southeast Asian markets to validate product stability before expanding to the US. In selecting distributors, CATLINK only partners with local cat-loving agents, regardless of team size. By 2021, CATLINK had achieved No.1 market share in Thailand, Vietnam, Japan and South Korea.
2021年底进入美国市场时，CATLINK面临独立站引流困难等问题。经过策略调整，2023年在亚马逊美国站上线5款产品，黑五期间拿下猫砂盆类目第一，实现年营收增长150%。
When entering the US market at the end of 2021, CATLINK faced challenges such as difficulty driving traffic to its independent website. After strategic adjustments, it launched 5 products on Amazon US in 2023, ranking first in the litter box category during Black Friday with 150% annual revenue growth.
行业洞察：智能宠物用品市场仍处早期
Industry Insight: Smart Pet Products Market Still in Early Stages
据业内人士估算，具有物联属性的智能宠物用品在美国渗透率目前还达不到20%。与十几美元的普通猫砂盆相比，智能产品需花费数百美元，用户认知尚未完全建立。
Industry insiders estimate that IoT-enabled smart pet products currently have less than 20% penetration in the US. Compared to ordinary litter boxes costing around ten dollars, smart products require hundreds of dollars, and user awareness is not yet fully established.
CATLINK CMO王敏君表示："智能宠物用品市场整体还处于相当早期。如何以通用产品覆盖更多宠物的个性化需求，在海外稳定增长，静待市场成熟，是当下出海的重要命题。"
CATLINK CMO Wang Minjun stated: "The smart pet products market is still in its early stages. How to cover more pets' personalized needs with universal products, achieve stable growth overseas, and wait for market maturity is currently an important proposition for going global."
