如何通过独立站实现年营收超5亿？乐歌股份的跨境营销成功之道
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，才能真正地接近用户，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 Lehong once said: "Independent websites must be built. Only by operating independent websites can we truly get close to users and understand their needs." In fact, FlexiSpot's journey with independent websites was not 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，期间曾花费数千万预算投放广告，2020年才迎来质变。
Started cross-border e-commerce in 2011, took 4 years to become profitable through Amazon; launched first independent website in 2016, spent tens of millions on advertising before achieving qualitative change in 2020.
业绩表现 Performance
2021年独立站营收达5.27亿元，占总营收18.35%，同比增长89.19%。2022年上半年独立站营收2.81亿元，同比增长10.2%，人均消费2518元，远高于亚马逊的1612元。
In 2021, independent website revenue reached 527 million yuan, accounting for 18.35% of total revenue, with 89.19% year-on-year growth. In first half of 2022, revenue was 281 million yuan, up 10.2% YoY, with per capita spending of 2518 yuan, much higher than Amazon's 1612 yuan.
核心策略 Core Strategies
1. 品牌聚焦 Brand Focus
采用垂直品类和单一品牌模式，聚焦FlexiSpot品牌和健康办公领域产品。
Adopted vertical category and single brand model, focusing on FlexiSpot brand and health office products.
2. 内容营销 Content Marketing
通过SEO、视频投放进行引流，建立270万反向链接，在Google上大量发布产品解析、公关稿和科普文章。
Used SEO and video ads for traffic, built 2.7 million backlinks, published extensive product analyses, PR articles and educational content on Google.
3. 社交营销 Social Media Strategy
YouTube流量占比达82.4%，与KOL/KOC合作产品体验发布，11月发布68条社媒广告。
YouTube accounts for 82.4% of social traffic, collaborates with KOLs/KOCs for product reviews, launched 68 social media ads in November.
成功要素 Success Factors
• 长期坚持 Long-term persistence (每次蜕变都历经4年) Each transformation took 4 years
• 多渠道组合 Multi-channel approach
• 本地化营销 Localized marketing
• 技术团队支持 Strong IT team support
乐歌的成功证明：独立站需要时间积累和综合运营能力，但一旦突破临界点，将带来品牌溢价和稳定流量。
FlexiSpot's success proves: Independent websites require time accumulation and comprehensive operational capabilities, but once breaking through the critical point, they bring brand premium and stable traffic.
