OEM工厂品牌化转型：伊可普科技净水器全球突围之路
OEM工厂品牌化转型：伊可普科技净水器全球突围之路
From OEM to Global Brand: The Success Story of ECOPOWER's Water Purifiers
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。
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".
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%。
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.
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。
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.
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。
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.
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。
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.
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。
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.
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
- Professional marketing: Effective use of platform tools for precise reach
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"。
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".
