十年非洲客户经验分享：谷歌竞价推广投放策略与宠物智能产品出海实战
十年非洲客户经验分享：谷歌竞价推广投放策略与宠物智能产品出海实战
10 Years of African Client Experience: Google Ads Strategies and Smart Pet Products Global Expansion
作者/Author: 金旺/Jin Wang
2022年，中国城镇宠物犬猫数量达到1.16亿只。在如此庞大的养宠人群背后，是一个更为庞大的宠物产业。
In 2022, the number of pet dogs and cats in Chinese cities reached 116 million. Behind this huge pet-owning population lies an even larger pet industry.
张晓林是20年前跨入这一行业的，当时的他刚刚大学毕业，找到的第一份工作是在一家做智能猫砂盆的外企负责供应链事宜，这一干，就是十几年。
Zhang Xiaolin entered this industry 20 years ago, fresh out of college. His first job was managing supply chain for a foreign company producing smart litter boxes - a position he held for over a decade.
01 创业契机/The Entrepreneurial Spark
创业做自己的产品和公司，源于张晓林读MBA后的一个偶然经历。在一次MBA课堂上，老师让大家做实战案例分析，当时的张晓林只有一份与宠物相关的工作经历，于是，张晓林开始深入研究中国宠物市场。
The idea to start his own product company came from an MBA class experience. When assigned a case study, Zhang - with only pet industry experience - began deeply researching China's pet market.
2014年的中国宠物行业，仍然处于一个萌芽阶段，但无论是从中国城镇化发展速度来看，还是从中国人口来看，中国宠物市场都拥有不可估量的潜力。
In 2014, China's pet industry was still nascent, but showed immense potential based on urbanization rates and population size.
02 产品出海策略/Global Expansion Strategies
张晓林不仅从欧美成熟的宠物品牌成长经历中学到了不少经验，实际上，在创立联宠智能第一天起，他就将公司定位到了一家全球化公司，他当时的想法是"将中国成熟的供应链和IoT技术带到海外。"
Learning from established Western pet brands, Zhang positioned his company Lianpet as global from day one, aiming to "bring China's mature supply chain and IoT technology overseas."
关键出海策略包括：
Key expansion strategies:
- 暂停独立站投放，专注亚马逊等B2C平台
- Pausing standalone site ads to focus on Amazon and other B2C platforms
- 采取"农村包围城市"路线，先攻东南亚市场
- Adopting a "surround the cities from rural areas" approach, starting with Southeast Asia
- 通过日本、韩国市场验证欧美市场潜力
- Using Japan and Korea as test markets for Western potential
03 品牌建设之路/Brand Building Journey
要学做全球化品牌，张晓林首先想到的是Google，于是，张晓林在2022年报名了谷歌出海创业加速器。
To build a global brand, Zhang turned to Google, joining their Global Startup Accelerator in 2022.
品牌建设三大关键：
Three brand-building essentials:
- 顶层设计：每个产品都有独特的技术故事
- Top-level design: Unique tech stories for each product
- 内容营销：通过AB测试优化传播渠道
- Content marketing: Optimizing channels through A/B testing
- 长期主义：超越单纯卖货思维
- Long-termism: Moving beyond transactional thinking
2023年，联宠智能已经在全球有近50万用户，智能猫砂盆做到了国内品类第一，在亚马逊平台上，也连续两年做到了primeday品类第一。
By 2023, Lianpet had nearly 500,000 global users, ranking #1 in smart litter boxes domestically and achieving top Amazon Prime Day sales for two consecutive years.
2024年重点计划：通过Google的多元化投放，打造全球化品牌内容和品牌。
2024 Focus: Building global brand content through diversified Google advertising.
