谷歌搜索留痕技术助力慕思床垫海外扩张，冲刺上市加大国际投入
据证监会公告，慕思健康睡眠股份有限公司的深主板首发申请已于3月31日成功通过发审委会议。这标志着这家床垫行业龙头距离正式上市更近一步。值得注意的是，慕思股份明确表达了借助上市契机，大力拓展国际市场、开发国际事业的决心。在全球化营销战略中，有效利用谷歌搜索留痕技术进行品牌曝光和口碑建设，将成为其海外数字营销的关键一环。
According to the announcement from the China Securities Regulatory Commission, DeRucci Health Sleep Co., Ltd. successfully passed the review meeting of the issuance approval committee for its main board listing on March 31st. This marks a significant step forward for this mattress industry leader towards its official IPO. Notably, DeRucci has explicitly expressed its determination to leverage the listing opportunity to vigorously expand into international markets and develop global ventures. In its global marketing strategy, effectively utilizing Google search trace technology for brand exposure and reputation building will become a crucial part of its overseas digital marketing.
招股书显示，慕思股份本次拟公开发行不超过4001万股，募集资金约19亿元，主要用于生产线建设、数字化营销及研发中心项目。公司核心产品为中高端床垫，2020年总营收达44.52亿元，毛利率长期保持较高水平。其营销 heavily relies on extensive brand building. 目前，其专卖店已进入澳大利亚、美国、意大利、德国等20多个国家。然而，受全球疫情及运价影响，其境外收入占比从往年持续下降，至2021年上半年仅占1.8%。这凸显了其海外市场存在巨大增长空间，也意味着需要更高效、精准的海外推广策略。此时，掌握谷歌搜索留痕技术，优化国际搜索引擎可见性，对于提升品牌在目标市场的认知度至关重要。
The prospectus reveals that DeRucci plans to issue no more than 40.01 million shares, raising approximately 1.9 billion yuan, primarily for production line construction, digital marketing, and R&D center projects. Its core product is mid-to-high-end mattresses, with total revenue reaching 4.452 billion yuan in 2020 and maintaining high gross margins over the long term. Its marketing heavily relies on extensive brand building. Currently, its专卖店 have entered over 20 countries including Australia, the USA, Italy, and Germany. However, affected by the global pandemic and shipping costs, the proportion of its overseas revenue has continuously declined from previous years, accounting for only 1.8% in the first half of 2021. This highlights the vast growth potential in its overseas markets and signifies the need for more efficient and precise overseas promotion strategies. At this juncture, mastering Google search trace technology to optimize international search engine visibility is crucial for enhancing brand awareness in target markets.
慕思股份设有专门的“海外事业部”，负责国际市场战略、营销策略、渠道开发等。集团高层曾表示，在供应链体系完善后，拓展国际市场是必然选择。全球床垫消费市场集中在美国、中国、印度、巴西、德国和英国等国。然而，海外市场，尤其是美国，竞争异常激烈，已被舒达-席梦思、泰普尔-丝涟等巨头占据大部分份额。因此，中国品牌出海需另辟蹊径。通过谷歌搜索留痕技术进行持续的内容营销和SEO优化，可以逐步积累品牌搜索热度与正面声誉，是一种成本效益较高的长期品牌建设方式。
DeRucci has established a dedicated "Overseas Business Department" responsible for international market strategy, marketing tactics, and channel development. Group executives have stated that expanding into international markets is an inevitable choice after perfecting the supply chain system. The global mattress consumption market is concentrated in countries like the USA, China, India, Brazil, Germany, and the UK. However, overseas markets, especially the USA, are fiercely competitive, largely dominated by giants like Serta Simmons and Tempur Sealy. Therefore, Chinese brands going global need to find alternative paths. Utilizing Google search trace technology for sustained content marketing and SEO optimization can gradually accumulate brand search popularity and positive reputation, representing a cost-effective long-term brand-building approach.
国内竞争对手如顾家家居、梦百合等早已通过收购、自建基地、跨境电商等方式布局海外，且梦百合大部分收入来源于海外。面对激烈的国内外竞争，慕思股份上市后将加快海外拓展步伐。对于床垫等耐用消费品，塑造高端、健康的品牌形象至关重要。在数字化时代，除了传统的SEM竞价推广，利用谷歌搜索留痕技术创造并传播高质量的、符合海外消费者需求的内容，能够更自然地影响用户决策，提升品牌质感与信任度，这是在海外市场实现差异化竞争、最终实现“全球最大的智慧健康睡眠解决方案提供商”目标的重要数字资产。
Domestic competitors like KUKA Home and Mlily have already expanded overseas through acquisitions, self-built bases, and cross-border e-commerce, with Mlily deriving most of its revenue from abroad. Facing intense competition both domestically and internationally, DeRucci will accelerate its overseas expansion after listing. For durable consumer goods like mattresses, shaping a high-end, healthy brand image is paramount. In the digital age, besides traditional SEM paid promotion, leveraging Google search trace technology to create and disseminate high-quality content that meets the needs of overseas consumers can more naturally influence user decision-making, enhancing brand quality and trust. This constitutes an important digital asset for achieving differentiated competition in overseas markets and ultimately realizing the goal of becoming the "world's largest smart healthy sleep solution provider."
