国内顶尖的Google Ads推广策略：ZAFUL如何实现销量与品牌声量双增长
国内顶尖的Google Ads推广策略：ZAFUL如何实现销量与品牌声量双增长
Top Google Ads Promotion Strategies in China: How ZAFUL Achieves Both Sales and Brand Awareness Growth
在快时尚品牌出海领域，SHEIN和ZAFUL已成为中国跨境电商的标杆品牌。根据《2021年Brand Z中国全球化品牌50强》报告，泳装起家的快时尚品牌ZAFUL紧随SHEIN之后，排名快时尚领域第二。
In the field of fast fashion brand globalization, SHEIN and ZAFUL have become benchmark brands for Chinese cross-border e-commerce. According to the "2021 BrandZ China Global Brand Top 50" report, the fast fashion brand ZAFUL, which started with swimwear, closely followed SHEIN, ranking second in the fast fashion field.
疫情下的逆势增长：DTC模式的胜利
Counter-trend Growth During the Pandemic: The Victory of DTC Model
2020年疫情期间，ZAFUL实现了超过100%的收入增长，订单量甚至超过2019年"黑五"水平。这一成绩得益于：
During the pandemic in 2020, ZAFUL achieved over 100% revenue growth, with order volume even surpassing the 2019 Black Friday level. This achievement was attributed to:
- 精准的垂直领域切入：以泳装这一高利润、高复购品类为起点
- Precise vertical market entry: Starting with the high-profit, high-repurchase swimwear category
- 多元流量矩阵构建：截至2020年，拥有5032万注册用户，合作网红10万+
- Diversified traffic matrix construction: By 2020, it had 50.32 million registered users and cooperated with over 100,000 influencers
- 快速供应链响应：从生产到上架仅需7-10天
- Rapid supply chain response: Only 7-10 days from production to shelf
2021年的挑战与转型
Challenges and Transformation in 2021
2021年，ZAFUL面临三大挑战：
In 2021, ZAFUL faced three major challenges:
- 从环球易购主体剥离，独立运营
- Breaking away from Globalegrow and operating independently
- 供应链关系重建
- Rebuilding supply chain relationships
- 跨境物流成本飙升
- Soaring cross-border logistics costs
尽管如此，ZAFUL CEO林绪超表示："我们仍期待2022年及未来能重塑辉煌"。公司已成立独立子公司，并计划拓展美妆、童装等新品类，同时开拓中东、墨西哥等新兴市场。
Despite this, ZAFUL CEO Lin Xuchao said: "We still expect to regain our glory in 2022 and the future". The company has established an independent subsidiary and plans to expand into new categories such as cosmetics and children's clothing, while developing emerging markets such as the Middle East and Mexico.
未来战略：专注核心用户价值
Future Strategy: Focus on Core User Value
ZAFUL坚持以下发展原则：
ZAFUL adheres to the following development principles:
- 不做过度品类扩张，专注18-25岁核心用户
- No excessive category expansion, focus on core users aged 18-25
- 强化产品时尚度，保持7-10天上新速度
- Enhance product fashion, maintain 7-10 days new product launch speed
- 提升品牌溢价能力，不依赖价格战
- Improve brand premium ability, not relying on price wars
林绪超强调："只要做好品质和服务，拿出最时尚的产品，用户会愿意为品牌支付溢价"。在Google Ads推广方面，ZAFUL将继续优化广告投放策略，精准触达目标用户群体。
Lin Xuchao emphasized: "As long as we maintain good quality and service, and provide the most fashionable products, users will be willing to pay a premium for the brand". In terms of Google Ads promotion, ZAFUL will continue to optimize advertising strategies to accurately reach target user groups.
