从“小”出发，深圳厂商Unihertz怎么样将手机卖爆全世界
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">TRIP 2024</strong></p><img src="https://mmbiz.qpic.cn/mmbiz_png/FoLlV5jPC3QBJCQqpkuWAMAC5pOup7koibh9EbRiciaepaqFJydXWPgZdhx8wAoBrdHj0YJb9BiasVseuUk8IFTPeQ/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">抓住独特增长点，才是品牌发展的王道。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当大<span style="color: black;">都数</span>国产手机品牌还在国内市场争相角逐时，<strong style="color: blue;"><span style="color: black;">深圳的一家手机厂商Unihertz</span></strong><span style="color: black;">选取</span>了一条与众<span style="color: black;">区别</span>的道路：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">她们</span>将目光投向了海外，<span style="color: black;"><strong style="color: blue;">凭借小屏和三防手机为核心卖点，以巧妙的市场营销</strong></span>，成功在国际市场中站稳了脚跟，<span style="color: black;">作为</span>国<span style="color: black;">制品</span>牌出海的成功案例。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>，Unihertz是<span style="color: black;">怎样</span>在海外市场掀起风潮的？</p><img src="https://mmbiz.qpic.cn/mmbiz_png/FoLlV5jPC3QBJCQqpkuWAMAC5pOup7kod8lncNAye8dSIgP4hfvtxYc4ZYqaIgN67yJwxlfN04DHPIoJohPa0Q/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">图源：Unihertz</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">聚焦差异化，抓住小众<span style="color: black;">需要</span>的大市场</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Unihertz的成功，<span style="color: black;">首要</span>要归功于其独特的<span style="color: black;">制品</span>定位。在大部分手机厂商都在追求更大、更高清屏幕的市场趋势下，<span style="color: black;"><strong style="color: blue;">Unihertz<span style="color: black;">选取</span>了小屏手机这条看似逆流而行的道路</strong></span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2017年，Unihertz在众筹平台Kickstarter上推出了“Jelly”，这款号<span style="color: black;">叫作</span><span style="color: black;">全世界</span>最小的4G手机在短短35天内就筹集了125万美元，筹款<span style="color: black;">目的</span>超额数十倍。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在欧美市场，小屏手机用户群体虽然相对小众，但却有着极高的忠诚度和购买力。Unihertz<span style="color: black;">经过</span><span style="color: black;">精细</span>的市场定位，牢牢抓住了这一细分市场。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这些用户看来，小屏手机<span style="color: black;">不仅</span>是方便携带，<span style="color: black;">更加是</span>一种生活方式的象征。<span style="color: black;">经过</span>将小屏手机做得精致而极致，Unihertz满足了这部分用户的独特<span style="color: black;">需要</span>，并<span style="color: black;">快速</span>在市场上站稳了脚跟。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/FoLlV5jPC3QBJCQqpkuWAMAC5pOup7koUxbmhY1pdvxicx0RK4PtTScvmV6Mxx980pkNqkofmaBHKYSKfSJaAPg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Jelly Star 图源：谷歌</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与此<span style="color: black;">同期</span>，<span style="color: black;"><strong style="color: blue;">Unihertz还积极开拓三防手机市场</strong></span>，这一市场<span style="color: black;">一样</span><span style="color: black;">持有</span>专门的用户群体，<span style="color: black;">包含</span>户外运动<span style="color: black;">兴趣</span>者、工地工人以及极限环境下工作的专业人士。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Unihertz推出的“Atom”和“Tank 2”等三防手机，不仅具备防水、防尘、防震等基本功能，还加入了如激光投影和超大电池容量等<span style="color: black;">特殊</span>功能，进一步<span style="color: black;">加强</span>了<span style="color: black;">制品</span>的竞争力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">三防手机在欧美市场<span style="color: black;">尤其</span>受欢迎，部分<span style="color: black;">原由</span>是这些地区的用户更加关注<span style="color: black;">制品</span>的耐用性和多功能性。<span style="color: black;">经过</span>这种聚焦于特定用户<span style="color: black;">需要</span>的<span style="color: black;">制品</span>策略，Unihertz成功在小众市场中找到了自己的<span style="color: black;">安身</span>点。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/FoLlV5jPC3QBJCQqpkuWAMAC5pOup7kordl4xwKicrfUXNYyqfwoW7PZm8Q092icRNG2nyyR3pLpGvY2fKn6ibTibw/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">TANK 图源：谷歌</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">多元社交<span style="color: black;">媒介</span>策略，全面开花</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Unihertz在国际市场的成功，离不开社交<span style="color: black;">媒介</span>的推动，<span style="color: black;">尤其</span>是TikTok、YouTube和Instagram等平台在其中发挥了关键<span style="color: black;">功效</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>与这些社媒上的科技博主、户外达人和数码评测师合作，Unihertz能够全面覆盖<span style="color: black;">区别</span>类型的社交用户，将<span style="color: black;">制品</span>的独特卖点和<span style="color: black;">运用</span>体验展示给更广泛的受众。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在TikTok上，Unihertz<span style="color: black;">经过</span>发布<span style="color: black;">制品</span>测试和挑战视频，<span style="color: black;"><strong style="color: blue;"><span style="color: black;">例如</span>跌落测试、水下<span style="color: black;">运用</span>、激光投影演示等，直观展示了手机的坚固性和多功能性</strong></span>。这些视频<span style="color: black;">得到</span>了<span style="color: black;">海量</span>的观看和分享，<span style="color: black;">快速</span><span style="color: black;">提高</span>了品牌知名度。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>，Unihertz还在TikTok上发起挑战活动，如“#SmallScreenChallenge”或“#RuggedPhoneTest”，鼓励用户<span style="color: black;">自动</span>体验并分享<span style="color: black;">她们</span>的<span style="color: black;">运用</span>感受。这种用户生成内容（UGC）的传播，使得Unihertz在社交<span style="color: black;">媒介</span>上<span style="color: black;">快速</span><span style="color: black;">累积</span>了人气，品牌知名度大幅<span style="color: black;">提高</span>。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/FoLlV5jPC3QBJCQqpkuWAMAC5pOup7kolPYuBuc0bVpcbqgE8e5BUNrwAgOPNhVI2VvpgSbzicqt6AbskjO82Ng/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">图源：TikTok</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在YouTube上，Unihertz发布了<span style="color: black;">仔细</span>的<span style="color: black;">制品</span>评测和<span style="color: black;">运用</span>教程，<span style="color: black;">帮忙</span>用户更深入地<span style="color: black;">认识</span><span style="color: black;">制品</span>的特点和<span style="color: black;">优良</span>。再<span style="color: black;">经过</span>与知名YouTuber合作，吸引<span style="color: black;">海量</span>订阅者和潜在买家。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Instagram则<span style="color: black;">作为</span>Unihertz展示品牌形象和用户生活方式的重要平台。<span style="color: black;">经过</span>分享用户生成的内容（UGC）、<span style="color: black;">运用</span>场景照片以及品牌故事，Unihertz在Instagram上构建了一个充满活力和参与感的社区。这种视觉导向的内容策略，不仅<span style="color: black;">增多</span>了品牌的<span style="color: black;">揭发</span>率，还<span style="color: black;">加强</span>了用户对品牌的认同感。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/FoLlV5jPC3QBJCQqpkuWAMAC5pOup7koGUFfhMAon85Nx6p4B3B4mYF44DribQFiaXnEYffibJ84ibEtHBs9hNtjIA/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">图源：YouTube</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">本地化运营，灵活应对<span style="color: black;">全世界</span>市场</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除了<span style="color: black;">制品</span>定位和社交<span style="color: black;">媒介</span>营销，Unihertz在<span style="color: black;">全世界</span>市场中的成功还得益于其精确的本地化策略。<span style="color: black;">经过</span>在官网独立站、亚马逊、eBay等国际电商平台的布局，Unihertz将<span style="color: black;">制品</span>直接推向<span style="color: black;">全世界</span>消费者，并<span style="color: black;">按照</span><span style="color: black;">区别</span>市场的<span style="color: black;">需要</span>进行<span style="color: black;">制品</span>推广的<span style="color: black;">调节</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Unihertz还<span style="color: black;">按照</span><span style="color: black;">区别</span>市场的特点，灵活<span style="color: black;">调节</span><span style="color: black;">制品</span>推广策略</strong></span>。在美国市场，主打小屏手机，满足<span style="color: black;">哪些</span>追求便携性和单手操作的用户<span style="color: black;">需要</span>；在墨西哥市场，则侧重三防手机，迎合户外活动和<span style="color: black;">卑劣</span>工作环境的<span style="color: black;">需要</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>这些本地化的策略，Unihertz不仅<span style="color: black;">提高</span>了品牌在国际市场的认知度，还在多个国家<span style="color: black;">创立</span>了稳定的用户<span style="color: black;">基本</span>。这种因地制宜的市场策略，使得Unihertz能够在<span style="color: black;">区别</span>的市场环境中灵活应对，<span style="color: black;">连续</span>扩大市场份额。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/FoLlV5jPC3QBJCQqpkuWAMAC5pOup7koFVjuia0ubO1lS5ymsILQTNibhbD321kDj6RmJh20ffgCqAKaKeLib1oPg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">图源：Unihertz</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Unihertz的成功案例<span style="color: black;">显示</span>，即使在大品牌主导的消费电子市场中，只要找到独特的定位和策略，小品牌<span style="color: black;">亦</span>能实现<span style="color: black;">全世界</span>化的突破。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>专注小屏和三防手机的独特市场定位，利用TikTok等社交<span style="color: black;">媒介</span>进行有效营销，并<span style="color: black;">经过</span>本地化策略灵活应对<span style="color: black;">区别</span>市场的<span style="color: black;">需要</span>，Unihertz不仅在海外市场站稳了脚跟，还赢得了<span style="color: black;">全世界</span>用户的<span style="color: black;">喜欢</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">将来</span>，随着市场<span style="color: black;">需要</span>的变化和科技的进步，Unihertz将有<span style="color: black;">更加多</span>机会继续扩大其在<span style="color: black;">全世界</span>市场中的影响力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">供应链、产业带、跨境大卖、</strong><strong style="color: blue;">外贸工厂、DTC品牌</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">跨境出海联系我，<span style="color: black;">认识</span><span style="color: black;">更加多</span>出海信息</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">关注进群认识<span style="color: black;">更加多</span>跨境伙伴</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">THE END</strong></p>
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