36氪国庆特别策划 文末有抽奖！ 策划 ｜ 迟雨 封面来源 ｜ pexels 风浪越大，鱼越贵，这是中国品牌的"出海圣经"。 对于当下的中国公司而言，出海，似乎正从一个"可选项"变成"必选项"。 一方面，国内市场见顶，增长红利消退。另一方面，中国拥有全球最完整、最高效的工业体系和最完善的供应链网络。 当国内需求无法完全消化这些产能，将成熟的产品、技术和供应链能力输出到海外，便成了盘活资产、实现价值最大化的自然选择。 事实上，在全球化的演变中，已有不少中国企业站立潮头： 有的不再满足做代工，选择自己做品牌 ——中山东菱威力，一家43年的家电老字号，疫情期间 推出了自己的出海品牌，上架不到一年时间，名为Kumio的制冰机的销售额已超过400万美元。 《全球化中的"影子世界"》 ，请点击图片阅读： 也有细分领域的头部玩家 ，Lofree（洛斐），靠复古打字机外型的圆点蓝牙机械键盘在市场开辟了一条路径。当国内机械键盘厂商还在价格战中厮杀时，它 已经将矮轴键盘，在海外卖到了200美元的高价。 更不必提像大疆、影石、安克、正浩……这样一批如雷贯耳的名字 ，正持续不断地刷新全球市场和消费者对中国品牌的认知。他们厌倦了靠模仿 ...

Core Viewpoint - The article highlights the success of Lofree, a Shenzhen-based company that has differentiated itself in the mechanical keyboard market through innovative design and a focus on high-end products, achieving significant sales growth in overseas markets [4][20]. Group 1: Company Overview - Lofree was established over 10 years ago and initially focused on a retro-styled Bluetooth mechanical keyboard, which allowed it to carve out a unique market niche [4][7]. - The company has achieved remarkable sales figures, with a monthly revenue of $410,000 (approximately 3 million yuan) shortly after entering the Amazon US and Japan marketplaces in 2023 [4][14]. Group 2: Market Strategy - Lofree's strategy involves targeting the high-end market with differentiated products rather than competing in the price-sensitive segment of the mechanical keyboard market [4][20]. - The company has identified a growing trend in overseas markets where mechanical keyboards are seen as "ceremonial items" for office use, contrasting with the domestic perception of them as gaming peripherals [4][5]. Group 3: Product Innovation - The design of Lofree's products is a core competitive advantage, with a focus on aesthetics and functionality, such as the "lipstick keyboard" that incorporates popular lipstick colors [11][13]. - Lofree has developed its own mechanical switches in collaboration with domestic manufacturers, allowing it to offer unique tactile experiences while avoiding direct competition with gaming keyboards [16][20]. Group 4: Market Expansion - Lofree's overseas sales are projected to exceed 100 million yuan in 2024, demonstrating rapid growth in international markets [20]. - The company has successfully utilized influencer marketing and community engagement to enhance brand visibility, achieving over 100 million overseas exposures and a 30% increase in sales [26][27]. Group 5: Product Ecosystem - To increase customer retention, Lofree is focusing on the keyboard accessory market, particularly keycaps, which have high repurchase potential [23][24]. - The company is expanding its product range to create a comprehensive ecosystem that includes keyboards, mice, calculators, and other lifestyle products [24][26]. Group 6: Target Audience - Lofree's target demographic consists mainly of middle-class white-collar workers under 35 years old, who are willing to pay a premium for well-designed products [27][28]. - The brand aims to sell not just keyboards but also a desirable work experience, emphasizing the enjoyment derived from using their products [28].

Core Insights - Lofree, a Shenzhen-based company, has successfully differentiated itself in the mechanical keyboard market by focusing on design innovation and targeting the high-end office segment, achieving significant sales growth in overseas markets [1][2][3] Group 1: Company Overview - Founded in 2013, Lofree initially operated as a design service company before pivoting to create its own brand, recognizing the potential in the mechanical keyboard market [3][4] - The company launched its first product, a retro-style Bluetooth mechanical keyboard, in 2016, which resonated with urban white-collar workers seeking stress relief in their office environments [4][7] Group 2: Market Strategy - Lofree's strategy emphasizes design as a core competitive advantage, with products that blend aesthetics and functionality, such as the "lipstick keyboard" featuring popular lipstick colors [7][9] - The company has successfully entered international markets, with its products achieving $410,000 in monthly sales within a year of launching on Amazon's US and Japan sites [1][9] Group 3: Product Development - Lofree has developed a unique low-profile mechanical keyboard, the Flow series, which reduces typing noise and fatigue, appealing to a broader audience beyond traditional gaming users [10][12] - The company collaborates with domestic manufacturers to create proprietary key switches, allowing it to avoid direct competition with gaming keyboard brands [12][13] Group 4: Marketing and Brand Building - To enhance customer retention, Lofree is focusing on keycap accessories, which have high repurchase potential, and has launched a "keycap paradise" series for seasonal updates [14][16] - The brand has leveraged influencer marketing, achieving over 100 million overseas impressions and a 30% increase in sales through collaborations with mid-tier influencers [16][17] Group 5: Future Plans - Lofree aims to establish a comprehensive ecosystem of products, including keyboards, mice, calculators, and more, to meet diverse consumer needs [14][16] - The company plans to open direct stores in mature markets and utilize pop-up events to enhance brand visibility and control over sales channels [17]