乐歌海外独立站收入暴增336%：揭秘跨境电商品牌出海的制胜策略
在国内借力"何同学"破圈的乐歌，其海外独立站收入实现了惊人的336%增长。这家专注于人体工学产品的公司，通过长期品牌建设和前瞻性布局，在跨境电商领域取得了显著成功。
Loctek, which gained popularity in China through collaboration with tech influencer "He Xiaoyu", achieved an astonishing 336% growth in its overseas independent website revenue. This ergonomic product specialist has made remarkable achievements in cross-border e-commerce through long-term brand building and forward-looking strategies.
从亏损到盈利：乐歌的出海之路
From Loss to Profit: Loctek's Globalization Journey
乐歌CIO徐波透露："我们在2011年开始跨境电商业务，但前四年一直处于亏损状态，直到2015年才在亚马逊上扭亏为盈。"独立站同样经历了漫长的培育期，2016年布局后，直到2020年才迎来爆发式增长。
Loctek CIO Xu Bo revealed: "We started cross-border e-commerce in 2011, but suffered losses for the first four years until turning profitable on Amazon in 2015." The independent website also went through a long incubation period, launched in 2016 but only seeing explosive growth in 2020.
独立站战略：长期主义的胜利
Independent Website Strategy: A Victory of Long-termism
乐歌的独立站流量中，直接流量占比接近30%，自然搜索流量占比超过50%。2021年上半年，独立站收入同比增长366.42%，达到2.55亿人民币，人均消费金额超过2200元，高于亚马逊平台的1382元。
In Loctek's independent website traffic, direct traffic accounts for nearly 30%, while organic search exceeds 50%. In the first half of 2021, independent website revenue grew 366.42% year-on-year to 255 million RMB, with per capita spending exceeding 2,200 RMB, higher than Amazon's 1,382 RMB.
技术选择：自建站而非SaaS平台
Technology Choice: Self-built Website Over SaaS Platform
乐歌选择了甲骨文云服务和Magento开源架构，而非主流的Shopify。甲骨文副总裁吴承杨认为："对于真正想做品牌的厂商来说，从第一天就自建站是更佳选择。发展到乐歌今天的体量，SaaS平台会有诸多限制。"
Loctek chose Oracle Cloud Services and Magento open-source architecture instead of mainstream Shopify. Oracle VP Wu Chengyang stated: "For manufacturers truly committed to branding, self-building from day one is the better choice. At Loctek's current scale, SaaS platforms would impose many limitations."
营销策略：精准定位目标受众
Marketing Strategy: Precise Targeting
乐歌采用了多元化的营销方式：
- SEO优化和视频投放
- YouTube平台重点布局
- 针对高端人群的杂志广告
- B2B信息化营销
Loctek adopted diversified marketing approaches:
- SEO optimization and video ads
- Strategic focus on YouTube platform
- Magazine ads targeting high-end demographics
- B2B information-based marketing
乐歌的成功证明，在跨境电商领域，前瞻性布局和长期品牌建设比短期流量更为重要。其独立站战略和技术选择也为中国品牌出海提供了宝贵经验。
Loctek's success proves that in cross-border e-commerce, forward-looking strategies and long-term brand building are more important than short-term traffic. Its independent website strategy and technology choices also provide valuable experience for Chinese brands going global.
