乐歌海外独立站收入逆势增长336%：品牌出海的长期主义实践
从国内破圈到海外增长 | From Domestic Breakthrough to Overseas Growth
乐歌人体工学科技股份有限公司（简称"乐歌"）近期通过与科技博主"何同学"的合作在国内成功破圈。这段名为《我做了苹果放弃的产品...》的视频在B站获得现象级传播，巧妙地将乐歌"健康办公"的品牌理念融入内容。
Flexispot's parent company, Loctek, recently gained domestic fame through collaboration with tech influencer "He Xiaoge". The viral video "I Made the Product Apple Gave Up..." on Bilibili brilliantly integrated Flexispot's "healthy workspace" brand concept.
海外市场的厚积薄发 | Strategic Accumulation in Overseas Markets
实际上，乐歌早在2011年就布局跨境电商，推出自主品牌Flexispot。不同于许多依赖亚马逊的跨境品牌，乐歌2016年就开始自建独立站。经过多年沉淀，2021年上半年其独立站收入同比增长366.42%，日均全球收入稳定在70万美元。
Loctek actually entered cross-border e-commerce as early as 2011 with its brand Flexispot. Unlike many Amazon-dependent sellers, it launched its own website in 2016. After years of cultivation, its independent site achieved 366.42% YoY growth in H1 2021, with stable daily global revenue of $700,000.
技术驱动的品牌壁垒 | Technology-Driven Brand Moat
乐歌拥有1000多项专利，其线性驱动立柱技术实现了多条立柱同步快速升降。基于此技术，Flexispot开发了升降桌、升降床等系列产品，在Standing Desk市场已成为头部玩家。
With over 1,000 patents, Loctek's linear actuator technology enables synchronized lifting of multiple columns. This underpins Flexispot's product line including standing desks and adjustable beds, making it a leader in the standing desk market.
独立站运营的长期主义 | The Long Game of Independent Website
乐歌CIO徐波透露："从2016年建站到2020年爆发，我们经历了4年沉淀期。"这期间，乐歌通过SEO优化、YouTube视频营销等方式持续积累品牌认知。目前其独立站流量中直接访问占比30%，自然搜索占比超50%。
"From website launch in 2016 to takeoff in 2020, we went through 4 years of cultivation," said CIO Xu Bo. During this period, Flexispot built brand awareness through SEO and YouTube marketing. Now 30% of its traffic comes direct, with over 50% from organic search.
精准营销策略 | Precision Marketing Strategies
乐歌的营销亮点包括：1）2019年投入数千万在美国航空杂志投放广告，精准触达目标人群；2）重视B端营销，通过爬虫获取企业信息进行精准跟进。
Marketing highlights include: 1) Multi-million dollar 2019 campaign in US airline magazines; 2) Emphasis on B2B marketing using web crawlers to identify prospects.
技术架构选择 | Technology Infrastructure Choices
不同于多数品牌使用Shopify，乐歌选择Oracle云服务+Magento架构，配合NetSuite ERP系统处理全球财税合规。甲骨文副总裁吴承杨认为："对真正想做品牌的厂商，从Day1就自建站是更佳选择。"
Unlike most brands using Shopify, Flexispot chose Oracle Cloud + Magento with NetSuite ERP for global compliance. Oracle's Wu Chengyang noted: "For serious brand builders, self-built sites from Day1 are preferable."
长期主义的胜利 | Triumph of Long-termism
乐歌案例证明：跨境电商的成功需要前瞻布局和长期坚持。从2011年出海到2020年爆发，乐歌用9年时间验证了品牌出海的"长期主义"价值。
The Flexispot case proves cross-border success requires foresight and persistence. From 2011 overseas debut to 2020 breakout, Loctek's 9-year journey validates the value of "long-termism" in brand globalization.
