如何通过Offerup和谷歌竞价广告实现跨境电商增长？创源股份年营收超13亿的营销策略解析
如何通过Offerup和谷歌竞价广告实现跨境电商增长？创源股份年营收超13亿的营销策略解析
How to Achieve Cross-border E-commerce Growth Through Offerup and Google Ads? Analysis of CHUANGYUAN's $130M Revenue Marketing Strategy
中国文体休闲用品巨头创源股份近日披露，2021年度公司营业收入预计达到13亿-16.5亿元人民币，同比增长19.65%-47.31%。这家早在2014年就布局跨境电商的上市公司，通过多平台运营策略实现了显著增长。
CHUANGYUAN, a leading Chinese sports and leisure products company, recently disclosed that its 2021 revenue is expected to reach 1.3-1.65 billion yuan, a year-on-year increase of 19.65%-47.31%. This publicly listed company, which entered cross-border e-commerce as early as 2014, has achieved remarkable growth through multi-platform operation strategies.
一、亚马逊主导+独立站战略：双引擎驱动增长
1. Amazon Dominance + Independent Website Strategy: Dual-engine Growth
创源股份主要通过旗下品牌"RitFit"在亚马逊销售家庭健身器材，包括龙门架、哑铃凳等产品。2021年上半年，其亚马逊销售额达799.75万美元，同比增长108.91%。
CHUANGYUAN mainly sells home fitness equipment including power racks and weight benches under the "RitFit" brand on Amazon. In the first half of 2021, its Amazon sales reached $7.9975 million, a year-on-year increase of 108.91%.
值得注意的是，公司正在加大独立站(www.ritfitsports.com)投入，官网销售额达198.38万美元，占比约20%。通过多地仓储布局，物流效率提升的同时降低了费用率。
Notably, the company is increasing investment in its independent website (www.ritfitsports.com), with website sales reaching $1.9838 million, accounting for about 20%. By deploying warehouses in multiple locations, logistics efficiency has improved while reducing cost rates.
二、社交媒体矩阵：Instagram+YouTube+博客全方位引流
2. Social Media Matrix: Omni-channel Traffic from Instagram+YouTube+Blog
创源股份建立了完整的社交媒体营销体系：
CHUANGYUAN has established a comprehensive social media marketing system:
• Instagram：5066粉丝，391条健身教程内容，与博客相互导流
• Instagram: 5,066 followers, 391 fitness tutorial posts, cross-traffic with blog
• YouTube：485订阅者，115,904次观看，提供产品使用指南
• YouTube: 485 subscribers, 115,904 views, providing product usage guides
• Fitbanx APP：免费健身应用，增强用户粘性
• Fitbanx APP: Free fitness app to enhance user engagement
三、SEO优化建议：提升独立站流量
3. SEO Optimization Suggestions: Boosting Independent Website Traffic
根据SimilarWeb数据，ritfitsports.com月流量约10万，但近期下降2.67%。建议：
According to SimilarWeb data, ritfitsports.com has about 100K monthly visits but recently decreased by 2.67%. Recommendations:
1. 关键词优化：针对"power cage"、"weight bench"等高价值产品加强SEO
1. Keyword optimization: Strengthen SEO for high-value products like "power cage" and "weight bench"
2. 内容升级：YouTube视频需要创新形式，避免观众审美疲劳
2. Content upgrade: YouTube videos need innovative formats to avoid viewer fatigue
3. 社交联动：加强各平台间导流效率，建立更紧密的内容矩阵
3. Social synergy: Enhance cross-platform traffic efficiency and build tighter content matrix
4. 谷歌广告：针对高转化关键词如"home gym equipment"加大投放
4. Google Ads: Increase investment in high-conversion keywords like "home gym equipment"
创源股份的案例证明，跨境电商成功需要多平台协同：亚马逊提供稳定销量，独立站降低平台依赖，社交媒体建立品牌认知，而SEO和广告投放则是持续增长的加速器。
CHUANGYUAN's case proves that cross-border e-commerce success requires multi-platform coordination: Amazon provides stable sales, independent websites reduce platform dependence, social media builds brand awareness, while SEO and advertising are accelerators for continuous growth.
