中国"蹦床王"三柏硕成功上市：年销百万台背后的品牌转型之路
中国健身器材行业正迎来黄金发展期，青岛三柏硕健康科技股份有限公司作为全国最大的蹦床生产企业，于10月19日成功在深交所主板上市。这家被称为"蹦床王"的企业，目前占据全国蹦床产量的29.13%，2021年全球销量达113万台。
The Chinese fitness equipment industry is experiencing a golden period of development. Qingdao Sanbaisuo Health Technology Co., Ltd., as the largest trampoline manufacturer in China, successfully listed on the Shenzhen Stock Exchange on October 19. Known as the "Trampoline King", the company currently accounts for 29.13% of China's trampoline production, with global sales reaching 1.13 million units in 2021.
从代工到品牌：收购SKYWALKER实现转型
From OEM to Brand: Achieving Transformation Through SKYWALKER Acquisition
长期以来，中国健身器材企业主要以ODM/OEM方式参与国际竞争。2019年，三柏硕自有品牌收入仅占0.49%，但通过收购客户思凯沃克获得SKYWALKER TRAMPOLINES品牌后，2020年自有品牌收入飙升至3.68亿元，2021年达4.76亿元。
For a long time, Chinese fitness equipment companies mainly participated in international competition through ODM/OEM methods. In 2019, Sanbaisuo's own brand revenue accounted for only 0.49%. However, after acquiring the SKYWALKER TRAMPOLINES brand from customer Skywalker, its own brand revenue soared to 368 million yuan in 2020 and reached 476 million yuan in 2021.
产能瓶颈与解决方案
Production Capacity Bottlenecks and Solutions
2019-2021年，三柏硕产能利用率分别达114.16%、161.28%和147.92%，处于超负荷状态。此次上市募资6.81亿元，主要用于：
- 蹦床生产线自动化升级（6374万元）
- 新建休闲运动及康养器材生产基地（2.99亿元）
- 营销网络及品牌推广
From 2019 to 2021, Sanbaisuo's capacity utilization rates reached 114.16%, 161.28% and 147.92% respectively, operating at overload. The IPO raised 681 million yuan, mainly for:
- Trampoline production line automation upgrade (63.74 million yuan)
- New leisure sports and wellness equipment production base (299 million yuan)
- Marketing network and brand promotion
欧美市场挑战与机遇
Challenges and Opportunities in European and American Markets
2022年上半年，受欧美通胀高企（美国核心CPI达6.6%，欧盟通胀率10.9%）影响，三柏硕营收同比下滑42.61%。但长期来看，欧美健身渗透率高，仍是休闲运动和健身器材的主要市场。
In the first half of 2022, affected by high inflation in Europe and the US (US core CPI reached 6.6%, EU inflation rate 10.9%), Sanbaisuo's revenue fell by 42.61% year-on-year. However, in the long term, the high fitness penetration rate in Europe and the US still makes them the main markets for leisure sports and fitness equipment.
SEO优化建议：对于想做谷歌推广竞价的企业，三柏硕的品牌转型经验值得借鉴。稳定的SEO推广需要长期投入，而上海等一线城市的竞争尤为激烈，建议中小企业先从细分领域切入。
SEO optimization suggestion: For companies that want to do Google Ads, Sanbaisuo's brand transformation experience is worth learning from. Stable SEO promotion requires long-term investment, and competition in first-tier cities like Shanghai is particularly fierce. It is recommended that SMEs start by entering niche markets first.
