如何做好长期SEO外贸推广？君实生物国际化战略解析
如何做好长期SEO外贸推广？君实生物国际化战略解析
How to Excel in Long-term SEO Foreign Trade Promotion? Junshi Biosciences' Internationalization Strategy Analysis
中国生物医药企业经过近十年的发展，特别是创新药企业，已成功跻身追赶全球领先跨国药企的行列。君实生物相关负责人表示："走出去"是一种资源上的整合再利用，是药企理所应当的选择。
After nearly a decade of development, Chinese biopharmaceutical companies, especially innovative drug companies, have successfully joined the ranks of catching up with global leading multinational pharmaceutical companies. A representative from Junshi Biosciences stated that "going global" is a form of resource integration and reuse, and a natural choice for pharmaceutical companies.
2023年10月，君实生物迎来了国际化进程中的重要里程碑——特瑞普利单抗（商品名：拓益）在美国获批上市。由于美国此前尚未批准肿瘤免疫疗法用于鼻咽癌治疗，特瑞普利单抗申请的鼻咽癌适应症符合"未被满足的临床需求"。
In October 2023, Junshi Biosciences reached an important milestone in its internationalization process - the approval of toripalimab (brand name: Tuoyi) in the U.S. market. As no tumor immunotherapy had been previously approved for nasopharyngeal carcinoma treatment in the U.S., toripalimab's nasopharyngeal carcinoma indication met the "unmet clinical needs".
国际化战略的关键要素
Key Elements of Internationalization Strategy
1. 差异化产品定位
君实生物选择针对"未被满足的临床需求"开发产品。特瑞普利单抗成为美国首个且唯一用于鼻咽癌治疗的药物，填补治疗空白。
1. Differentiated Product Positioning
Junshi Biosciences chose to develop products targeting "unmet clinical needs". Toripalimab became the first and only drug approved for nasopharyngeal carcinoma treatment in the U.S., filling a therapeutic gap.
2. 灵活的商业化模式
君实生物采用多种"出海"模式：
• License-out合作（如与Coherus在北美市场的合作）
• 合资公司（如与康联达在东南亚的合作）
• 自主商业化（如在新加坡的计划）
2. Flexible Commercialization Models
Junshi Biosciences adopts multiple "going global" models:
• License-out partnerships (e.g., with Coherus in North America)
• Joint ventures (e.g., with Everest Medicines in Southeast Asia)
• Independent commercialization (e.g., plans in Singapore)
SEO外贸推广的关键策略
Key Strategies for SEO Foreign Trade Promotion
1. 本地化内容营销
• 针对不同市场制作本地化内容
• 优化多语言关键词（如"鼻咽癌治疗"与"nasopharyngeal carcinoma treatment"）
• 建立本地化链接建设策略
1. Localized Content Marketing
• Create localized content for different markets
• Optimize multilingual keywords (e.g., "鼻咽癌治疗" vs "nasopharyngeal carcinoma treatment")
• Develop localized link building strategies
2. 技术SEO优化
• 确保网站符合国际标准（如多语言hreflang标签）
• 优化移动端用户体验
• 提升网站加载速度（特别是针对海外服务器）
2. Technical SEO Optimization
• Ensure website compliance with international standards (e.g., multilingual hreflang tags)
• Optimize mobile user experience
• Improve website loading speed (especially for overseas servers)
3. 长期品牌建设
• 建立行业权威内容（如临床研究白皮书）
• 参与国际行业论坛和展会
• 发展国际媒体关系
3. Long-term Brand Building
• Establish industry authority content (e.g., clinical research white papers)
• Participate in international industry forums and exhibitions
• Develop international media relations
君实生物的成功经验
Junshi Biosciences' Success Experience
1. 国际化质量体系建设
• 建立对标国际标准的质量体系
• 实施药品全生命周期管理
• 采用质量管理电子系统(EQS)
1. International Quality System Construction
• Establish quality systems meeting international standards
• Implement drug lifecycle management
• Adopt Electronic Quality System (EQS)
2. 全球化研发布局
• 中美双报策略
• 全球多中心临床试验
• 50多个创新药产品线中1/3全球同步开发
2. Global R&D Layout
• Dual reporting strategy in China and U.S.
• Global multicenter clinical trials
• 1/3 of over 50 innovative drug pipelines developed globally simultaneously
3. 差异化市场进入策略
• 北美市场：与Coherus合作
• 东南亚市场：与康联达合资
• 欧洲市场：自主申报
3. Differentiated Market Entry Strategies
• North America: Partnership with Coherus
• Southeast Asia: Joint venture with Everest Medicines
• Europe: Independent application
君实生物的案例表明，成功的国际化战略需要产品创新、质量保证和灵活的商业化策略相结合。对于SEO外贸推广而言，长期坚持、本地化运营和技术优化同样缺一不可。
Junshi Biosciences' case demonstrates that a successful internationalization strategy requires the combination of product innovation, quality assurance, and flexible commercialization strategies. For SEO foreign trade promotion, long-term persistence, localized operations, and technical optimization are equally indispensable.
