外贸网络营销新趋势：Squishmallow抱枕玩具如何通过TikTok引爆全球市场
外贸网络营销新趋势：Squishmallow抱枕玩具如何通过TikTok引爆全球市场
New Trend in Foreign Trade Digital Marketing: How Squishmallow Pillow Toys Went Viral Globally Through TikTok
2022年最火爆的圣诞玩具 | 2022's Hottest Christmas Toy
根据英国玩具零售商协会(TRA)最新发布的DreamToys清单，Squishmallow抱枕玩具以仅8英镑的亲民价格成为今年最受欢迎的圣诞礼物之一。与去年相比，英国玩具平均价格从35英镑降至28英镑，而这款抱枕玩具却实现了300%的销售增长。
According to the latest DreamToys list released by the British Toy Retailers Association (TRA), the Squishmallow pillow toy, priced at just £8, has become one of the most popular Christmas gifts this year. Compared to last year, the average price of toys in the UK has dropped from £35 to £28, yet this pillow toy achieved a 300% sales growth.
TikTok病毒式传播 | TikTok Viral Marketing
一条简单的整理视频在TikTok获得1110万次观看，110万点赞和1.5万条评论。截至目前，#squishmallow相关话题总浏览量已突破64亿次，成为平台最热门的玩具IP之一。
A simple organization video on TikTok garnered 11.1 million views, 1.1 million likes, and 15,000 comments. To date, the #squishmallow related topics have surpassed 6.4 billion views, making it one of the hottest toy IPs on the platform.
成功的收藏品营销策略 | Successful Collectible Marketing Strategy
Squishmallow为每个玩偶设计了独特的背景故事和个性特征，从温斯顿蓝猫头鹰(拍卖价达2999美元)到限量500只的黑猫杰克(eBay现价800-1300美元)，成功打造了堪比宝可梦的收藏价值体系。
Squishmallow designed unique backstories and personality traits for each doll. From Winston the blue owl (auctioned at $2,999) to the limited edition Jack the black cat (only 500 pieces, now priced at $800-$1,300 on eBay), it successfully created a collectible value system comparable to Pokémon.
四大爆款要素解析 | Analysis of Four Viral Elements
- 低价策略：8-30美元亲民价格 | Low-price strategy: Affordable £8-£30 price range
- 情感连接：每个角色独特背景故事 | Emotional connection: Unique backstory for each character
- 减压功能：疫情焦虑下的治愈良品 | Stress relief: Therapeutic during pandemic anxiety
- 社区互动：全球收藏家社群运营 | Community interaction: Global collector community operations
TikTok营销黄金法则 | TikTok Marketing Golden Rules
品牌方积极运用三种核心营销方式：限量版线上促销制造稀缺性(如500只黑猫杰克)、鼓励用户生成内容(UGC)并官方转发、定期举办挑战赛保持话题热度。这种组合拳使Squishmallow在疫情期间销售额翻倍，突破2亿英镑。
The brand actively employs three core marketing methods: limited edition online promotions to create scarcity (like the 500 Jack the black cats), encouraging user-generated content (UGC) with official reposts, and regular challenges to maintain topic heat. This combination helped Squishmallow double its sales during the pandemic, exceeding £200 million.
外贸电商启示录 | Enlightenment for Foreign Trade E-commerce
Squishmallow的成功证明了：在生活成本危机加剧的当下，性价比+情感价值+社交传播的三位一体模式，配合TikTok等社媒平台的精准运营，能够创造惊人的销售奇迹。这为外贸企业的网络营销提供了可复制的标杆案例。
Squishmallow's success proves that in the current cost-of-living crisis, the trinity model of cost-performance + emotional value + social dissemination, combined with precise operations on social media platforms like TikTok, can create amazing sales miracles. This provides a replicable benchmark case for foreign trade companies' digital marketing.
