企业网络推广终极指南：从900万研磨器到跨境"SHEIN"的成功案例
图片来源：图虫创意
有人说，观察外贸最好的方式，是去探访产业带中形形色色的工厂卖家。带着这样的目的，7月，雨果跨境应阿里巴巴国际站邀请，走访了宁波当地3家专注B端市场的跨境企业。
Some say the best way to observe foreign trade is to visit various factory sellers in industrial clusters. With this purpose, in July, Hugo Cross-border was invited by Alibaba International Station to visit three cross-border enterprises in Ningbo focusing on the B2B market.
里面既有切入细分赛道，专注创新研发，一年卖出900万个研磨器的"技术流"；也有从车库创业，凭借小单快反，年出口800万美元的"夫妻档"；更有日更新品，打造上万SKU, 励志做传统PVC行业的跨境"SHEIN"。
Among them are the "tech-savvy" who focus on niche markets and innovative R&D, selling 9 million grinders annually; the "couple team" who started from a garage and achieved $8 million in annual exports with small-order quick-response; and those who update products daily, creating tens of thousands of SKUs, aspiring to become the cross-border "SHEIN" in the traditional PVC industry.
01 靠极致单品打爆一个细分类目
01 Exploding a Niche Category with Ultimate Single Product
第一个故事来自宁波厨聚厨房科技有限公司（以下简称"厨聚"）的张国平。走进厨聚产品展示厅，陈列在展架的一件件产品，在灯光的映射下，给足看客精致感，而这与张国平本人朴素的气质不尽相符。
The first story comes from Zhang Guoping of Ningbo Kitchen Gather Kitchen Technology Co., Ltd. (hereinafter referred to as "Kitchen Gather"). Walking into Kitchen Gather's product showroom, the products displayed on the shelves give visitors a sense of sophistication under the lighting, which contrasts with Zhang Guoping's simple temperament.
作为厨聚的创始人，从最早的外贸报税国企员工，到1997年下海创业，张国平在外贸圈足足待了23年。"一开始，我是做登山扣这一户外用品。2001年，因机缘巧合，被一位给宜家供货的中国台湾客户带入研磨器这个行业，一做就做到了现在。"
As the founder of Kitchen Gather, from being an employee in a state-owned foreign trade tax company to starting his own business in 1997, Zhang Guoping has been in the foreign trade circle for 23 years. "At first, I was making outdoor gear like carabiners. In 2001, by chance, a Taiwanese client supplying IKEA introduced me to the grinder industry, and I've been doing it ever since."
事实证明，这句话并不是空谈。目前，厨聚每年销售的900万瓶研磨器，支撑起了企业每年2100万美金的营收。"每3个美国家庭就有一个使用来自厨聚的产品，有西餐的地方就有厨聚的产品。"
This statement proved true. Currently, Kitchen Gather's annual sales of 9 million grinders support the company's revenue of $21 million. "One in three American households uses products from Kitchen Gather, and where there's Western food, there are Kitchen Gather products."
02靠小单快反从车库到1600㎡工厂
02 From Garage to 1600㎡ Factory with Small-Order Quick-Response
第二个故事的主人公是一对80后夫妻。2015年6月，天立、周莉夫妻二人，将创业的起点定在了一个88㎡的车库。"当时包括我和我老公在内，一共就三四个人，我们购买了一些办公家具，就搬进车库创业了。"周莉说。
The protagonists of the second story are a couple born in the 1980s. In June 2015, Tian Li and Zhou Li set the starting point of their entrepreneurship in an 88㎡ garage. "At that time, including my husband and me, there were only three or four people. We bought some office furniture and moved into the garage to start our business," said Zhou Li.
像是坐上了直升火箭，近几年格蓝图步入高速发展期。2021年，公司规模初定，1600㎡大厂正式落成。"目前办公室里有18个人，工厂稳定的工人有二三十个，平常也雇佣一些临时工。"
Like riding a rocket, Gelantu entered a period of rapid development in recent years. In 2021, the company's scale was initially established, and a 1600㎡ factory was officially completed. "Currently, there are 18 people in the office, 20-30 stable workers in the factory, and we usually hire some temporary workers."
03 万件SKU覆盖每个可能的类目
03 10,000 SKUs Covering Every Possible Category
最后一个故事也是来自一对年轻的创业夫妻。与大多数跨境"夫妻档"类似，2014年，在外贸公司实习一年后，郑修燕与采购出身的丈夫，踏上自主创业历程。同年，成立宁波万德福塑胶工贸有限公司（以下简称"万德福"）。
The last story also comes from a young entrepreneurial couple. Like most cross-border "couplepreneurs," in 2014, after a year of internship at a foreign trade company, Zheng Xiuyan and her husband with a procurement background embarked on their entrepreneurial journey. In the same year, they established Ningbo Wonderful Plastic Industry & Trade Co., Ltd. (hereinafter referred to as "Wonderful").
对于未来，郑修燕表示，想把万德福做成PVC行业的"SHEIN"。在郑修燕看来，公司产品能够做到快速上新的背后离不开PVC塑料应用的广泛。
For the future, Zheng Xiuyan said she wants to make Wonderful the "SHEIN" of the PVC industry. In Zheng's view, the company's ability to quickly launch new products is inseparable from the wide application of PVC plastic.
现下，为了尽可能地提升线上GMV，郑修燕的团队正在不断努力当中。其销售团队会到 Youtube、 Facebook、Instagram、Pinterest、领英等社媒渠道开发客户。与此同时，设计团队也会从社媒帖子中找寻一些设计灵感。
Currently, to maximize online GMV, Zheng Xiuyan's team is working hard. Their sales team develops customers through social media channels like YouTube, Facebook, Instagram, Pinterest, and LinkedIn. At the same time, the design team also finds design inspiration from social media posts.
