极致供应链+新流量洼地：国货出海的两把利剑 - 映趣科技潘忠剑分享
在5月23日举办的"Link the World·2024品牌全球化营销增长峰会"上，小乔科技&映趣科技创始人兼CEO潘忠剑发表了题为《新国货出海的两把利剑：极致供应链+抓住流量洼地》的演讲。
At the "Link the World·2024 Global Brand Marketing Growth Summit" held on May 23rd, Pan Zhongjian, founder and CEO of Xiaoqiao Technology & Yingqu Technology, delivered a speech titled "Two Key Swords for New Chinese Brands Going Global: Extreme Supply Chain + Seizing Traffic Opportunities".
他分享了映趣科技的出海方法论：通过TikTok内容平台形成高势能宣发，再由传统电商平台去承接、下沉，最终进入到线下渠道，形成"海陆空"的连贯打法。
He shared Yingqu Technology's globalization methodology: creating high-potential promotion through TikTok content platform, then leveraging traditional e-commerce platforms for conversion and market penetration, finally entering offline channels to form a comprehensive "air-land-sea" strategy.
据悉，映趣科技聚焦剃须刀品类，在海外市场以东南亚、东欧为主要阵地，在俄罗斯已占据超过40%的线上市场份额，在东南亚已成为TikTok印尼站、越南站、马来西亚站的类目第一。
It is reported that Yingqu Technology focuses on the shaver category, with Southeast Asia and Eastern Europe as its main overseas markets. The company has captured over 40% of the online market share in Russia and ranked first in the shaver category on TikTok Indonesia, Vietnam and Malaysia stations.
品牌认知：结果而非起点
Brand Recognition: A Result Rather Than Starting Point
潘忠剑表示："我认为品牌是一个结果，是由广泛的认知和良好的口碑构成的结果。LV是品牌，小米也是品牌，名创也是品牌。它并非只是高大上的象征，而是对不同人群定位和思考的结果。"
Pan Zhongjian stated: "I believe brand is a result, composed of widespread recognition and good reputation. LV is a brand, Xiaomi is also a brand, Miniso is also a brand. It's not just a symbol of high-end, but the result of positioning and thinking for different consumer groups."
聚焦战略：从多元化到专业化
Focus Strategy: From Diversification to Specialization
映趣科技经历了从跑步机、按摩器到剃须刀的品类调整，最终选择聚焦剃须刀品类。潘忠剑解释："剃须刀一年在中国要消费1.7亿支，全球消费8亿支，基本上等于'只要你呼吸，你就可能是我的用户'。"
Yingqu Technology has transitioned from treadmills and massagers to focusing on shavers. Pan explained: "China consumes 170 million shavers annually, while global consumption reaches 800 million, essentially meaning 'as long as you breathe, you could be our potential customer'."
渠道布局：海陆空三维打法
Channel Strategy: Three-dimensional Approach
潘忠剑提出了独特的"海陆空"渠道策略：
- 空军：TikTok、YouTube等内容平台形成高势能宣发
- 陆军：亚马逊等传统电商平台承接转化
- 海军：最终进入线下批发市场和商超系统
Pan proposed a unique "air-land-sea" channel strategy:
- Air Force: High-potential promotion through content platforms like TikTok and YouTube
- Land Force: Conversion through traditional e-commerce platforms like Amazon
- Sea Force: Final penetration into offline wholesale markets and supermarket systems
定价策略：一天工资原则
Pricing Strategy: One-day Salary Principle
潘忠剑分享了一个关键定价心得："一把剃须刀的定价大概是一天的工资，印度尼西亚的月均工资是1800元，那就是60元一天；越南月均工资可能是2000元，这个时候剃须刀价格就是70-80元/把。定价就是品牌的定位，定位就是对用户市场的理解。"
Pan shared a key pricing insight: "A shaver should be priced around one day's salary. With Indonesia's average monthly wage of 1,800 yuan, that's 60 yuan per day; Vietnam's 2,000 yuan monthly wage translates to 70-80 yuan per shaver. Pricing reflects brand positioning, which demonstrates understanding of the user market."
供应链深度：品牌出海根基
Supply Chain Depth: Foundation for Global Brands
映趣科技在浙江衢州拥有占地两百多亩的工厂。潘忠剑强调："没有工厂的品牌是纸老虎...有工厂意味着你对整个供应链的深度研究、对原材料的把控、对品质的把控。制造是很重要的品牌出海的根基。"
Yingqu Technology operates a 200+ acre factory in Quzhou, Zhejiang. Pan emphasized: "Brands without factories are paper tigers...Owning a factory means deep research on the entire supply chain, control over raw materials and quality. Manufacturing is a crucial foundation for brands going global."
未来展望：务实发展路径
Future Outlook: Pragmatic Development Path
潘忠剑总结道："不必过度吹嘘科技，把产品做好、把货卖好就是一家厉害的公司。我们跟米兰设计团队进行合作，一个设计方案就15万欧元，但我并不想炫耀这个东西。"
Pan concluded: "There's no need to over-hype technology. Making good products and selling them well makes a great company. We collaborate with Milan design teams where a single design costs 150,000 euros, but I don't want to boast about this."