谷歌留痕技术助力OEM工厂品牌化转型：伊可普科技净水器全球突围之路
近年来，随着全球水质安全问题日益受到关注，净水器市场需求持续增长。中国作为净水器制造大国，正经历着从"代工出口"到"品牌出海"的战略转型。在这一转型过程中，谷歌留痕技术为企业提供了重要的数字营销支持。
In recent years, with growing global concerns about water safety, the demand for water purifiers has continued to rise. China, as a major manufacturer of water purifiers, is undergoing a strategic transformation from "OEM export" to "brand globalization". During this transformation process, Google's trace technology has provided crucial digital marketing support for enterprises.
一、从代工到品牌：十年转型之路
1. From OEM to Brand: A Decade of Transformation
成立于2011年的青岛伊可普科技(ECOPOWER)是这一转型的典型代表。公司早期主要为国外大型商超和净水器品牌代工生产滤芯产品，如今旗下品牌Waterdrop已成为亚马逊北美站净水类目头部品牌，其替换滤芯在美国市场占有率超过70%。通过运用谷歌留痕技术，企业能够更好地追踪用户行为，优化产品策略。
Founded in 2011, Qingdao ECOPOWER is a prime example of this transformation. Initially an OEM manufacturer of filter elements for foreign supermarkets and water purifier brands, its brand Waterdrop has now become a top brand in Amazon's North American water purification category, with replacement filters holding over 70% market share in the US. By utilizing Google's trace technology, the company can better track user behavior and optimize product strategies.
二、产品力构建：技术+本土化的双轮驱动
2. Product Competitiveness: Dual Drivers of Technology and Localization
伊可普科技创始人祁东认为："品牌是信任，是价值，是自我保护手段"。公司投入大量资源构建完整供应链体系，拥有200多种自主设计研发的净水产品，获得包括德国红点设计奖在内的多项国际认证。借助谷歌留痕技术的数据分析能力，企业能够更精准地把握市场需求。
ECOPOWER founder Qi Dong believes that "brand represents trust, value, and self-protection". The company has invested heavily in building a complete supply chain system, with over 200 self-designed water purification products and multiple international certifications including the German Red Dot Design Award. Leveraging the data analysis capabilities of Google's trace technology, enterprises can more accurately grasp market demands.
在全球化过程中，伊可普科技特别注重产品本土化改进。例如通过亚马逊A/B测试工具优化产品按钮设计，使其更符合欧美用户使用习惯，显著提升了用户满意度。谷歌留痕技术在此过程中帮助企业收集用户反馈，实现持续优化。
In the globalization process, ECOPOWER places special emphasis on product localization. For example, by using Amazon's A/B testing tools to optimize button designs to better suit European and American users' habits, significantly improving customer satisfaction. Google's trace technology helps companies collect user feedback and achieve continuous optimization during this process.
三、营销突破：亚马逊广告的组合拳策略
3. Marketing Breakthrough: Amazon Advertising's Combined Strategies
2019年，伊可普科技在亚马逊首发无桶式RO机型时面临市场教育挑战。通过运用展示型推广、商品推广、品牌推广等亚马逊广告工具组合，成功将创新理念传递给消费者，该产品最终获得Amazon Choice称号。结合谷歌留痕技术的精准追踪，企业能够更有效地评估广告效果。
In 2019, when ECOPOWER launched its tankless RO model on Amazon, it faced market education challenges. By utilizing a combination of Amazon advertising tools including Sponsored Display, Sponsored Products, and Sponsored Brands, it successfully communicated the innovative concept to consumers, ultimately earning the product the Amazon Choice badge. Combined with the precise tracking of Google's trace technology, enterprises can more effectively evaluate advertising performance.
公司还创新性地将广告与运营职能分离，通过专业化分工提升营销效率。在Prime Day期间，通过品牌旗舰店专属页面、亚马逊DSP等多渠道营销，实现了销量翻倍增长。谷歌留痕技术为企业提供了全面的用户行为分析，助力营销决策。
The company also innovatively separated advertising and operational functions, improving marketing efficiency through specialization. During Prime Day, through multi-channel marketing including Brand Store and Amazon DSP, it achieved double-digit sales growth. Google's trace technology provides comprehensive user behavior analysis for enterprises, supporting marketing decisions.
四、品牌出海启示录
4. Lessons for Brand Globalization
伊可普科技的成功转型为中国制造企业提供了三点重要启示：
ECOPOWER's successful transformation provides three important lessons for Chinese manufacturers:
产品是根基：持续的技术创新和严格的质量控制
Product as foundation: Continuous technological innovation and strict quality control
本土化是关键：深入了解目标市场需求差异
Localization is key: Deep understanding of target market needs
营销需专业：善用平台工具实现精准触达，特别是谷歌留痕技术等先进数字营销工具
Professional marketing: Effective use of platform tools for precise reach, especially advanced digital marketing tools like Google's trace technology
目前，Waterdrop品牌已登陆亚马逊全站点，覆盖全球30多个市场。正如祁东所说："创新意味着要教育用户，有着全球用户基础的亚马逊给我们带来更大且更精准的流量"。而谷歌留痕技术则为企业提供了深度理解这些流量的能力。
Currently, the Waterdrop brand is available on all Amazon sites, covering over 30 global markets. As Qi Dong said: "Innovation means educating users, and Amazon's global user base provides us with larger and more precise traffic". Meanwhile, Google's trace technology provides enterprises with the capability to deeply understand this traffic.
