论坛 › 青海 › 年收过亿的手机壳独立站，SKU竟然超2万个

219mze 发表于 2024-9-5 22:46:19

年收过亿的手机壳独立站，SKU竟然超2万个

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Molly曾对出海品牌CASETiFY（年售1.2亿美元的手机壳，曾因流量太大站点险些崩了）进行分析，今天<span style="color: black;">咱们</span>来探究一下其竞品BURGA。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2022年苹果发布新款iPhone14系列之后，<span style="color: black;">导致</span>了手机配件的连锁反应，<span style="color: black;">做为</span>最火配件之一的手机壳无疑<span style="color: black;">作为</span>了众多商家的<span style="color: black;">挣钱</span><span style="color: black;">秘码</span>，<span style="color: black;">作为</span>了当时九月爆火的<span style="color: black;">制品</span>之一。BURGA<span style="color: black;">更加是</span>紧抓机遇，<span style="color: black;">快速</span>投放<span style="color: black;">宣传</span>。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">具<span style="color: black;">相关</span>数据披露，BURGA在<span style="color: black;">一月</span>中<span style="color: black;">宣传</span>投放环比增长90%，在投<span style="color: black;">宣传</span>数超万条，一度<span style="color: black;">作为</span>了手机及配件品类的<span style="color: black;">宣传</span>投放榜top1。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因此呢</span>，Molly将对BURGA品牌进行探讨，针对其在市场中的竞争<span style="color: black;">优良</span>，<span style="color: black;">期盼</span><span style="color: black;">能够</span>从中<span style="color: black;">得到</span>对手机壳市场的洞察和品牌建设的启示。</span></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;"><span style="color: black;"><span style="color: black;">NO.1</span></span></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;"><span style="color: black;"><span style="color: black;">月<span style="color: black;">拜访</span>总量超百万</span></span></strong></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b8d4d9bcb4764030ae1167f42781ae85~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1726106841&amp;x-signature=WBjaHe6lWyOOXcYvGa3%2BsuiLqqA%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">图源：BURGA官网</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">BURGA是一家立陶宛的手机壳品牌，专注于为用户<span style="color: black;">供给</span>高品质、时尚美观的手机<span style="color: black;">守护</span>配件，2022年<span style="color: black;">营销</span>额达到2100万美金。该品牌在手机配件类目中<span style="color: black;">已然</span>具备<span style="color: black;">必定</span>的知名度，虽然BURGA在多个<span style="color: black;">途径</span>均有布局，<span style="color: black;">然则</span>独立站仍是<span style="color: black;">她们</span>布局的核心之一，月<span style="color: black;">拜访</span>总量早已突破百万。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f7a4fb4c909a4a46b9866778eded2cd5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1726106841&amp;x-signature=inPKB5fdFH70U637sI5dJluSIck%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从网站的访客<span style="color: black;">源自</span>看，BURGA的流量<span style="color: black;">源自</span><span style="color: black;">重点</span>来自欧美地区，美国访客占比33.61%、英国占比10.16%、立陶宛占比7.42%；网站的受众中女性用户占比53.14%、男性占比46.86%，<span style="color: black;">重点</span>的用户年龄段分布于25-34岁及18-24岁，占比近60%。</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;">该品牌的核心用户画像<span style="color: black;">重点</span><span style="color: black;">能够</span>概括为<span style="color: black;">青年</span>的欧美用户，<span style="color: black;">她们</span>对设计感强、高档且<span style="color: black;">拥有</span>艺术感的<span style="color: black;">制品</span>有较高的欣赏度，愿意在手机壳等配饰上展示个人时尚品味。这些用户可能关注社交<span style="color: black;">媒介</span>上的流行趋势，对BURGA的<span style="color: black;">制品</span>在Instagram等平台上的精美<span style="color: black;">照片</span>和<span style="color: black;">举荐</span>有较高的关注度，可能<span style="color: black;">经过</span>Facebook<span style="color: black;">宣传</span>等<span style="color: black;">途径</span><span style="color: black;">认识</span>和购买<span style="color: black;">制品</span>。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从<span style="color: black;">制品</span>上看，手机壳<span style="color: black;">重点</span>针对机型是苹果和三星，<span style="color: black;">持有</span>超过2万个以上的sku，涵盖了23种<span style="color: black;">区别</span>的花纹类型，款式多样，<span style="color: black;">同期</span><span style="color: black;">亦</span><span style="color: black;">供给</span>了个性化定制的服务。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2e5ffba73c8a4742a69514971729667d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1726106841&amp;x-signature=WcjV9W%2BkultQn4%2Fwl1nhPAcpF6I%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源：BURGA官网</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;">针对苹果系列的手机壳，<span style="color: black;">她们</span>进行了统一的标价策略。</strong><span style="color: black;">重点</span><span style="color: black;">按照</span>手机壳的材质分为5个价格档次，Snap款：售价$34.95；Tough款：售价$49.95；Elite款：售价$79.95；Tough MagSafe款：售价$54.90；Elite MagSafeSnap款：售价$84.90，<span style="color: black;">日前</span>该站点针对夏季的促销，全场进行了20%的折扣促销。</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;"><span style="color: black;">同期</span>，BURGA除了手机壳，还拓展到了其他配件和设备<span style="color: black;">守护</span>套</strong>，<span style="color: black;">包含</span>AirPods<span style="color: black;">守护</span>套、手机指环扣、iPad的<span style="color: black;">守护</span>套和MacBook的<span style="color: black;">守护</span>套，扩大了用户群体，吸引更多<span style="color: black;">区别</span>设备类型的用户。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a616d12bad6e45879eb2b56f2551e0dd~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1726106841&amp;x-signature=RB9523ADeIAO1rgVM4SJ8pz477w%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源：BURGA官网</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>采用同款花色设计，满足了用户多样化的<span style="color: black;">选取</span>，满足客户<span style="color: black;">区别</span>的<span style="color: black;">需要</span>和设备类型，用户<span style="color: black;">能够</span>在同一品牌下购买与其手机壳相匹配的其他配件，实现整体搭配和一致性；</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另外</span>，<span style="color: black;">经过</span>拓展<span style="color: black;">制品</span>线，BURGA<span style="color: black;">能够</span>利用交叉<span style="color: black;">营销</span>的机会。当用户购买手机壳时，<span style="color: black;">她们</span>可能会<span style="color: black;">重视</span>到其他<span style="color: black;">制品</span>，如手机指环扣或MacBook<span style="color: black;">守护</span>套，从而促进额外的<span style="color: black;">营销</span>。</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;"><span style="color: black;">这般</span>的策略有助于<span style="color: black;">加强</span>品牌忠诚度，并为用户<span style="color: black;">供给</span>更完整的<span style="color: black;">制品</span>生态系统。</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;"><span style="color: black;"><span style="color: black;">NO.2</span></span></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;"><span style="color: black;"><span style="color: black;">SEO引流策略</span></span></strong></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c6f79bb88a5d4780b25688f826013776~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1726106841&amp;x-signature=69oJfK5kIu6Ahwm%2Bg7%2FujSWq0ZY%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">BURGA在引流方面除了品牌自带的自然流量外，付费推广<span style="color: black;">亦</span>是引流的一大重要<span style="color: black;">途径</span>。付费搜索占据全站30%的流量。</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;">在SEO引流方面，BURGA采取了一种巧妙的策略。虽然其核心<span style="color: black;">制品</span>是手机壳，但<span style="color: black;">她们</span>利用了较为冷门且竞争较小的"AirPods壳"来进行引流。这种策略<span style="color: black;">能够</span><span style="color: black;">经过</span>用户感兴趣的<span style="color: black;">专题</span>将<span style="color: black;">她们</span>引导到官方网站，从而带来<span style="color: black;">海量</span>免费且<span style="color: black;">精细</span>的流量。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>将焦点放在AirPods壳上，BURGA<span style="color: black;">能够</span>吸引<span style="color: black;">运用</span>iPhone的<span style="color: black;">海量</span>AirPods用户。<span style="color: black;">这般</span>的定位有助于<span style="color: black;">她们</span>在与AirPods<span style="color: black;">关联</span>的关键词搜索中<span style="color: black;">得到</span>热门<span style="color: black;">乃至</span><span style="color: black;">第1</span>的搜索结果，从而<span style="color: black;">加强</span>了品牌的知名度。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种策略的<span style="color: black;">优良</span>在于<span style="color: black;">选取</span>了一个较为冷门但<span style="color: black;">相关</span>联的<span style="color: black;">行业</span>，<span style="color: black;">经过</span>与<span style="color: black;">关联</span><span style="color: black;">制品</span>和<span style="color: black;">专题</span>的结合，吸引了潜在消费者的<span style="color: black;">重视</span>并引导<span style="color: black;">她们</span>进入BURGA的官方网站。<span style="color: black;">这般</span>的流量<span style="color: black;">针对</span>品牌的<span style="color: black;">揭发</span>和推广非常有价值，<span style="color: black;">况且</span><span style="color: black;">拥有</span><span style="color: black;">精细</span>性，<span style="color: black;">由于</span><span style="color: black;">运用</span>AirPods的用户<span style="color: black;">都数</span><span style="color: black;">亦</span>是iPhone用户，符合BURGA的<span style="color: black;">目的</span>受众。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/fcd85cbe5fbf46a284cc917167f2624d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1726106841&amp;x-signature=BUC3A09HxTLO3IH01S0IdxZuj4g%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因为</span>品牌的核心人群是一群<span style="color: black;">爱好</span>文艺感、设计感，具备审美品味的<span style="color: black;">青年</span>人，这些用户<span style="color: black;">善于</span>利用社交网络获取<span style="color: black;">制品</span>信息，<span style="color: black;">因此呢</span>，BURGA打造了一个<span style="color: black;">持有</span>54万人的KOL社区。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/22586eff32b74e4d954fd884c1ce1bf7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1726106841&amp;x-signature=h4dK0AyIAU9ykJQ%2F2COAaooTIyk%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源：BURGA官网</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">她们</span><span style="color: black;">爱好</span>在Instagram（INS）等社交平台上浏览<span style="color: black;">关联</span><span style="color: black;">制品</span>的精美<span style="color: black;">照片</span>及<span style="color: black;">制品</span>开箱等视频，<span style="color: black;">经过</span>这些素材展示<span style="color: black;">制品</span>的设计和品质达到种草的目的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span>BURGA的ins账号<span style="color: black;">已然</span><span style="color: black;">持有</span>54.3万粉丝；TikTok上与品牌名<span style="color: black;">关联</span>的<span style="color: black;">专题</span>标签观看量<span style="color: black;">已然</span>超过了2000万；在YouTube上合作的博主<span style="color: black;">已然</span>超过了百位。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">内容的展示<span style="color: black;">重点</span>以与其他手机壳的对比，展现自己<span style="color: black;">制品</span>的抗摔能力和<span style="color: black;">守护</span>效果；以及<span style="color: black;">制品</span>细节展示和用户的好评截图，来<span style="color: black;">加强</span><span style="color: black;">制品</span>的公信力。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而Facebook是社交<span style="color: black;">途径</span>中最大的流量<span style="color: black;">源自</span>（占比62.29%），这<span style="color: black;">重点</span>源自其Facebook<span style="color: black;">宣传</span>的投放，<span style="color: black;">日前</span>在投的<span style="color: black;">宣传</span>有1100条，<span style="color: black;">经过</span>Facebook多次触达用户，来<span style="color: black;">增多</span>用户的购买决策。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">BURGA<span style="color: black;">按照</span><span style="color: black;">区别</span>的平台特点和用户群体进行定向推广，利用社交<span style="color: black;">媒介</span>平台上的精美<span style="color: black;">照片</span>展示和<span style="color: black;">制品</span><span style="color: black;">举荐</span>，以及<span style="color: black;">经过</span>FB<span style="color: black;">宣传</span>进行触达，有效吸引自己的<span style="color: black;">目的</span>客户群，将其转化成品牌的支持者和消费者。</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;"><span style="color: black;"><span style="color: black;">NO.3</span></span></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;"><span style="color: black;"><span style="color: black;">品牌差异化</span></span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了像BURGA这种不错的海外品牌，国内的出海手机配饰品牌不少，CASETiFY是一个很好的例子，它在北美市场取得了成功，<span style="color: black;">重点</span>得益于其高颜值的<span style="color: black;">制品</span>和出色的营销策略。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">制品</span>设计上，CASETiFY和BURGA都专注于满足<span style="color: black;">青年</span>消费群体的时尚和潮流审美<span style="color: black;">需要</span>。这种定位能够吸引<span style="color: black;">青年</span>人群体，<span style="color: black;">她们</span>追求个性化和独特的<span style="color: black;">制品</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其中，个性定制是CASETiFY与BURGA之间的一个差异点。BURGA仅支持在手机壳上定制文字，而CASETiFY<span style="color: black;">供给</span>了更自由的定制<span style="color: black;">选取</span>，让用户能够<span style="color: black;">按照</span>自己的喜好和想法进行个性化定制，<span style="color: black;">包含</span>款式、颜色、图案和字体等。这种个性定制的功能为用户<span style="color: black;">供给</span>了<span style="color: black;">更加多</span><span style="color: black;">选取</span>和表达自我的机会，使CASETiFY在市场上<span style="color: black;">拥有</span>竞争<span style="color: black;">优良</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然，<span style="color: black;">做为</span>一个相对门槛较低且受众广泛的<span style="color: black;">制品</span>赛道，手机壳市场的竞争<span style="color: black;">亦</span>变得日益激烈。价格内卷是一个<span style="color: black;">广泛</span>存在的问题，卖家需要找到差异化的策略和特点，以脱颖而出。这可能<span style="color: black;">触及</span>到<span style="color: black;">制品</span>设计的创新、品牌的独特定位、营销策略的差异化等方面，以吸引<span style="color: black;">目的</span>消费者并<span style="color: black;">创立</span>竞争<span style="color: black;">优良</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了在竞争激烈的市场中脱颖而出，卖家或许<span style="color: black;">能够</span><span style="color: black;">思虑</span>以下策略：</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;">1.强调品牌独特性</strong>：<span style="color: black;">经过</span>打造独特的品牌形象、故事和设计风格，吸引<span style="color: black;">目的</span>受众的<span style="color: black;">重视</span>并树立品牌价值。</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;">2.<span style="color: black;">供给</span>个性化定制</strong>：像CASETiFY<span style="color: black;">同样</span>，<span style="color: black;">供给</span>更自由的个性化定制选项，满足消费者对个性化和独特<span style="color: black;">制品</span>的<span style="color: black;">需要</span>。</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;">3.与设计师合作</strong>：与知名设计师或艺术家合作，推出独特的限量版或合作系列，<span style="color: black;">增多</span><span style="color: black;">制品</span>的艺术感和<span style="color: black;">保藏</span>价值。</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;">4.强化营销策略</strong>：<span style="color: black;">经过</span><span style="color: black;">精细</span>的<span style="color: black;">目的</span>市场定位、有创意的营销活动和合作推广，<span style="color: black;">提高</span>品牌知名度和吸引力。</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;">5.<span style="color: black;">持续</span>创新和更新<span style="color: black;">制品</span></strong>：<span style="color: black;">连续</span>关注市场趋势和消费者<span style="color: black;">需要</span>，推出新颖、时尚的<span style="color: black;">制品</span>设计，保持竞争力。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>差异化的<span style="color: black;">制品</span>定位、个性化定制以及创新的营销策略，卖家<span style="color: black;">能够</span>在竞争激烈的市场中找到自己的差异化，并吸引<span style="color: black;">更加多</span>消费者的关注和购买。</span></p>

wrjc1hod 发表于 2024-10-5 05:36:24

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nykek5i 发表于 6 小时前

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