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class="marketing-input-wrapper"><span class="marketing-label marketing-label--in-field marketing-label--floating">电子邮件地址</span><input placeholder="电子邮件地址" aria-describedby="MessageId_1e22" name="signup[email]" type="email" autocomplete="email" data-bind="state.value" data-bind-event-blur="ShopifyMarketing.context.form_0.handleFieldBlur(ShopifyMarketing.context.email0)" data-bind-event-keyup="ShopifyMarketing.context.form_0.handleFieldKeyup(event, ShopifyMarketing.context.email0)" class="marketing-input marketing-input--floating" id="0_signup_email"/></label><span class="marketing-form__messages" id="MessageId_1e22"><span class="suggest hide" data-bind-unsafe-html="displayHint()" data-bind-show="!state.error && state.hint"></span><span class="error hide" data-bind="displayError()" data-bind-show="state.error == true"></span></span></div></div> <div data-define="{ password0: new StatefulField( 'password', form_0, this, { required: true, validate: true, live: false, showHint: false, showError: true }, {}, 'form_0' )} " class="stateful-field password "><div data-context="password0"><label data-bind-class="{'js-has-error': state.error,'js-is-filled': state.filled || state.value.length > 0,'js-has-hint': !state.error && state.hint}" class="marketing-input-wrapper"><span class="marketing-label marketing-label--in-field marketing-label--floating">密码</span><input placeholder="密码" aria-describedby="MessageId_ff8d" name="signup[password]" type="password" autocomplete="new-password" data-bind="state.value" data-bind-event-blur="ShopifyMarketing.context.form_0.handleFieldBlur(ShopifyMarketing.context.password0)" data-bind-event-keyup="null" class="marketing-input marketing-input--floating" id="0_signup_password"/></label><span class="marketing-form__messages" id="MessageId_ff8d"><span class="suggest hide" data-bind-unsafe-html="displayHint()" data-bind-show="!state.error && state.hint"></span><span class="error hide" data-bind="displayError()" data-bind-show="state.error == true"></span></span></div></div> <div data-define="{ shop_name0: new StatefulField( 'shop_name', form_0, this, { required: true, validate: true, live: false, showHint: false, showError: true }, {}, 'form_0' )} " class="stateful-field shop_name "><div data-context="shop_name0"><label data-bind-class="{ 'js-has-error': state.error == true, 'js-is-focused': state.focus == true, 'js-is-filled': state.filled == true || state.value.length > 0, }" class="marketing-input-wrapper shop_name"><span class="marketing-label marketing-label--in-field marketing-label--floating">商店名称</span><input placeholder="商店名称" aria-describedby="MessageId_c6e8" name="signup[shop_name]" type="text" autocomplete="off" data-bind="state.value" data-bind-event-blur="ShopifyMarketing.context.form_0.handleFieldBlur(ShopifyMarketing.context.shop_name0)" data-bind-event-keyup="null" class="marketing-input marketing-input--floating" id="0_signup_shop_name"/></label><span class="marketing-form__messages" id="MessageId_c6e8"><span class="suggest hide" data-bind-unsafe-html="displayHint()" data-bind-show="!state.error && state.hint"></span><span class="error hide" data-bind="displayError()" data-bind-show="state.error == true && state.pending == false" data-bind-unsafe-html="displayError()"></span></span></div></div> <div data-define="{ subdomain0: new StatefulField( 'subdomain', form_0, this, { required: true, validate: true, live: false, showHint: false, showError: true }, {}, 'form_0' )} " class="stateful-field subdomain marketing-input-suffix-wrapper"><div data-context="subdomain0"><label data-bind-class="{ 'js-has-error': state.error == true, 'js-is-pending': state.pending == true, 'js-is-focused': state.focus == true, 'js-is-filled': state.filled == true || state.value.length > 0, }" class="marketing-input-wrapper subdomain"><span class="marketing-label marketing-label--in-field marketing-label--floating">商店 URL</span><input placeholder="商店 URL" aria-describedby="MessageId_4459" name="signup[subdomain]" type="text" autocomplete="off" data-bind="state.value" data-bind-event-blur="ShopifyMarketing.context.form_0.handleFieldBlur(ShopifyMarketing.context.subdomain0)" data-bind-event-keyup="null" class="marketing-input marketing-input--floating" id="0_signup_subdomain"/><span class="marketing-input-suffix">.myshopify.com</span></label><span class="marketing-form__messages" id="MessageId_4459"><span class="suggest hide" data-bind-unsafe-html="displayHint()" data-bind-show="!state.error && state.hint"></span><span class="error hide" data-bind="displayError()" data-bind-show="state.error == true && state.pending == false" data-bind-unsafe-html="displayError()"></span></span></div></div> <div data-define="{hiddenFields_0: new HiddenFields({ source: "", source_url: "", source_url_referer: "", signup_code: "", signup_page: "", signup_page_referer: "", signup_types: [], theme: "", selected_app: "", selected_plan: "", domain_to_connect: "", }, this)}"> <div data-context="hiddenFields_0"> <input type="hidden" name="ref" value=""> <input type="hidden" name="language" value="zh"> <input type="hidden" name="locale" value="zh-CN"> <input type="hidden" name="_y" data-bind="fields.y"> <input type="hidden" name="ssid" data-bind="fields.ssid"> <input type="hidden" name="source" data-bind="fields.source"> <input type="hidden" name="source_url" data-bind="fields.source_url"> <input type="hidden" name="source_url_referer" data-bind="fields.source_url_referer"> <input type="hidden" name="signup_code" data-bind="fields.signup_code"> <input type="hidden" name="signup_page" data-bind="fields.signup_page"> <input type="hidden" name="signup_page_referer" data-bind="fields.signup_page_referer"> <input type="hidden" name="promotional_program_code" value=""> <input type="hidden" name="domain_to_connect" data-bind="fields.domain_to_connect"> <input type="hidden" name="signup_types[]" data-bind-disabled="fields.signup_types" data-bind="fields.signup_type"> <input type="hidden" name="extra[selected_theme]" data-bind="fields.theme"> <input type="hidden" name="extra[selected_app]" data-bind="fields.selected_app"> <input type="hidden" name="extra[selected_plan]" data-bind="fields.selected_plan"> </div> </div> <div class=" cta_wrapper"> <button class="marketing-button marketing-form__button marketing-button--block" name="button" data-bind-disabled="form_0.pending == true" type="submit">创建商店</button> </div> </form> <p class="text-center">为保证用户信息的私密性与安全性，所有数据将由支持shopify.com运行的服务器进行存储。</p> </div> <div id="Announcements"></div> <header id="SiteNavContainer" class="site-nav-container is-sticky"> <div class="marketing-nav-wrapper"> <a class="in-page-link skip-to-main visuallyhidden focusable" data-ga-event="Main Nav" data-ga-action="Skip to content" data-trekkie-event="Main Nav" data-trekkie-action="Skip to content" data-trekkie-id="Main Nav Skip to content" href="#Main">跳至内容</a> <nav class="marketing-nav--skin-dark marketing-nav marketing-nav--primary" id="ShopifyMainNav" itemscope="itemscope" itemtype="https://schema.org/SiteNavigationElement"> <div class="marketing-nav__logo "> <a href="/web/20210818161126/https://www.shopify.cn/" class="marketing-nav__logo__shopify" data-ga-event="Main Nav" data-ga-action="Logo" data-trekkie-event="Main Nav" data-trekkie-action="Logo" data-trekkie-id="Main Nav Logo"> <svg class="icon" aria-labelledby="icon-logos-shopify-white-5-title" role="img"><title id="icon-logos-shopify-white-5-title">Shopify</title> <use xlink:href="/web/20210818161126im_/https://www.shopify.cn/case-study/maxfind#logos-shopify-white"/> </svg> </a> </div> <ul class="marketing-nav__items display--expanded-nav"> <li><div class="popover-wrapper js-popover-dropdown popover-wrapper--dropdown" data-position="bottom" data-align="left"><button type="button" class="popover__trigger marketing-nav__item marketing-nav__item--primary" itemprop="name" data-event-page="case-study-maxfind" 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xlink:href="/web/20210818161126im_/https://www.shopify.cn/case-study/maxfind#modules-cancel"/> </svg> </button> </div> <nav id="DrawerTitle" aria-label="主网站地图"> <ul class="drawer__items drawer__items--primary" id="DrawerNavPrimaryAccordion"> <li class="accordion-item"><button name="button" type="button" class="drawer__item drawer__item--primary accordion-link">解决方案<svg class="icon marketing-nav__arrow" aria-hidden="true" focusable="false"> <use xlink:href="/web/20210818161126im_/https://www.shopify.cn/case-study/maxfind#modules-caret-down"/> </svg></button><div class="drawer__items-wrapper accordion-content"><ul class="drawer__items drawer__items--nested"><li><a href="https://web.archive.org/web/20210818161126/https://www.shopify.cn/product-features" class="drawer__item" data-event-page="case-study-maxfind" data-event-category="site-navbar" data-event-action="link-click" data-event-label="product-features">平台功能特色</a></li><li><a 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class="drawer__item" data-event-page="case-study-maxfind" data-event-category="site-navbar" data-event-action="link-click" data-event-label="shopify-forum">Shopify 论坛</a></li></ul></div></li><li class="accordion-item"><button name="button" type="button" class="drawer__item drawer__item--primary accordion-link">了解我们<svg class="icon marketing-nav__arrow" aria-hidden="true" focusable="false"> <use xlink:href="/web/20210818161126im_/https://www.shopify.cn/case-study/maxfind#modules-caret-down"/> </svg></button><div class="drawer__items-wrapper accordion-content"><ul class="drawer__items drawer__items--nested"><li><a href="https://web.archive.org/web/20210818161126/https://www.shopify.cn/about" class="drawer__item" data-event-page="case-study-maxfind" data-event-category="site-navbar" data-event-action="link-click" data-event-label="about-us">关于我们</a></li><li><a href="https://web.archive.org/web/20210818161126/https://www.shopify.cn/competitor" class="drawer__item" 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itemprop="name">电动滑板品牌 Maxfind 如何利用 Shopify 和 Facebook 破局国际市场</span><meta itemprop="position" content="3"/><div class="breadcrumbs__separator" aria-hidden="true"><svg class="icon" aria-hidden="true" focusable="false"> <use xlink:href="/web/20210818161126im_/https://www.shopify.cn/case-study/maxfind#modules-caret-right"/> </svg></div></li> </ol></nav> <header class="article__header"> <h1 class="article__title" itemprop="headline">电动滑板品牌 Maxfind 如何利用 Shopify 和 Facebook 破局国际市场</h1> <div class="grid grid--vertically-centered"> <div class="grid__item grid__item--tablet-up-two-thirds"> <ul class="article__meta"> <li>Maxfind</li> <li> <time datetime="2019-10-15T06:12:00Z">2019年10月15日</time> </li> </ul> </div></div></header> <figure class="article__image--featured"> <img alt="maxfind" height="485" width="924" src="https://web.archive.org/web/20210818161126im_/https://cdn.shopify.com/s/files/1/0262/9812/2262/articles/maxfind.jpg?v=1598507356&width=1024"/> </figure> <div class="article__content long-form-content gutter-bottom"> <p>2015年4月，Maxfind在深圳成立，成立半年后，Maxfind确定了清晰的发展方向：<strong>专注在电动四轮滑板领域打造一个中国的全球品牌</strong>。</p> <p>从2016年发布第一款轮毂电机电动滑板MAX A 起就积极拓展海外市场，在积累一定用户量后通过数字营销平台Facebook与电商平台<a href="https://web.archive.org/web/20210818161126/https://www.shopify.cn/zhuanti/3c" target="_blank" title="3C电子出海" rel="noopener noreferrer">Shopify</a>双管齐下，在过去的四年内，取得了年均超过45%增长的好成绩。这就是专注绿色出行的电动四轮滑板品牌Maxfind看似“波澜不惊”的发展史。那么，它是如何起家的呢？Maxfind的创始团队又是如何在创业过程中利用数据分析成功定位产品，然后将其一步步推向海外市场，并保持稳定增长的呢？</p> <p>据Maxfind的创始人刘海兵介绍，自己曾经在一家国内平台类巨头公司任职五年，在那期间平均每天要拜访多达六家的外贸公司，通过给这些公司提供一些服务与深入的沟通之后，他渐渐地意识到其实这些专做对外贸易的企业很可能在销售方面已经做得非常优秀了，但是他们在产品研发、技术与设计等品牌塑造方面却存在着不可忽略的劣势。</p> <h2>分析市场数据成功定位产品及其卖点</h2> <p>正式开始创业之后，做什么成了关键。是卖他人的货做个踏实的“搬运工”，还是脚踏实地打造一个有意义的品牌成了刘海兵首先要面对的问题。虽然各有利弊，但是他的目标很清楚，那就是希望他所打造出来的东西能够随着时间的推移在行业细分领域中成为领航者。于是成立一个独立品牌的想法便应运而生。接下来的重点就是产品定位，刘海兵一开始就花了许多时间，通过谷歌、阿里巴巴、亚马逊等平台做了大量的分析，分析之后也分别尝试了几个不同的类别。</p> <p>据他坦言，品牌最开始的切入点是户外运动类，卖过蓝牙耳机，“但是在做完2到3个月后，我们碰到很多困难。因为我们发现蓝牙耳机在国际上竞争很激烈，很多国际品牌在这方面其实已经做得很不错了。”</p> <p>那么刘海兵的团队是如何最终挖掘到“平衡车”这个类别并且成功将最终产品定位成“电动四轮滑板”的呢？</p> <p>“这个契机出现在2015年6月，当时我们注意到全球的平衡车数据，不论是在哪个平台，都在呈几何式的增长。”刘海兵说道，“而且那时候我们正好也有一些供应链做这个产品，所以我们就将目标锁定在平衡车。”</p> <p>“但我们后来发现，两轮的平衡扭扭车，它其实不是出行工具里出色的一种，”刘海兵补充说，“我们最终发现，电动四轮滑板对我们来说是一个很好的机会，一来它有着跟人体形成三角形支撑的效果，二来四轮滑板的用户在国外的普及率非常高，再就是这个品类处于起步发展阶段，对创业阶段的我们来说依然有很大的空间和机会。”</p> <p>在最终锁定“电动四轮滑板”之后，Maxfind又迅速从以下几个方面出发定位“电动四轮滑板”的卖点：</p> <ul> <li> <strong>绿色代步，环保生活</strong>：Maxfind在产品研发方面坚持简约实用的设计理念与科技、环保以及探索的核心价值观。例如，即将在INDIEGOGO发布的FF系列摒弃了传统的木板车身材料，选用可回收的高强度复合环保材料。</li> <li> <strong>代步出行多样化，满足绝大多数人群的潜在需求</strong>：Maxfind团队在许多人因2015年底跨境电商平台政策性调整变化而退出赛道的同时，发现了代步出行工具逐渐多样化这一强大的潜在需求。</li> <li> <strong>有趣，集智能与高科技于一体，满足个性化需求</strong>：Maxfind在其最新的FF系列上，采用最新QI充电技术方便户外充电，并配以可更换电池来实现长续航，通过对双层桥架减震系统进行升级使体验更为舒适。此外，Maxfind过去四年时间一共发布了5个系列多款产品，可满足全球消费者多场景及个性化出行需求。</li> </ul> <p>“其实品牌不仅仅是一个商标，它是打造企业的一种对外认知。除了产品销售之外，这个品牌所代表的内容很重要。”刘海兵解释道，“而我们更多的是想将一种生活理念带入到产品中，包括我们想要传递的一种生活态度和品牌精神，这对我们来讲尤为重要。”</p> <h2>通过Shopify建立电商网站提高用户体验与数据采集效率</h2> <p>打造一个强大的电商网站不仅是传递品牌理念的基础，对提高用户体验和数据采集效率也有着不可估量的影响。</p> <p>“在考量了大量的网站建设方法和工具之后，Maxfind最终于2016年11月选定用拥有先进且便捷的‘购物车系统’的Shopify来打造属于自己的电商网站。”刘海兵透露道。</p> <p>在刘海兵的眼里，Shopify强大的功能不仅体现在它的“购物车系统”上，还从以下几个方面对Maxfind的成功起到关键的作用：</p> <ul> <li> <strong>起连接器作用，提高用户体验</strong>：Shopify将Maxfind所有的销售平台与入口统一到官网上，用户可以直接在网站上下单，可以通过Shopify去到其它熟悉的网站上完成交易，大大提高用户购物体验。</li> <li> <strong>安全便捷</strong>：Shopify提供的系统安全稳定，操作容易上手。</li> <li> <strong>价格适中</strong>：Shopify按月收费，所需资金又相对低廉，为Maxfind这样的创业型公司节约了官网的建设成本。</li> <li> <strong>Shopify应用APP功能强大</strong>：Shopify轻松协助Maxfind分析各项数据，为其绘制出具体的用户画像，提高了广告投放的精准度。</li> <li> <strong>方便数据采集</strong>：Shopify帮助Maxfind解决第三方平台上没有客户数据的缺陷，使其在市场调研、售后维护与沟通方面变得更加主动。</li> </ul> <p>“Shopify能够帮助我们以更低的成本和更高效的方式建立起一个一站式的全球分销网站，使所有来我们品牌电商网站的用户可以去各个SNS平台，并进行选择性地下单。”刘海兵补充道，“Shopify帮我们更快地完成了整个销售业绩目标，也实现了我们与客户追踪和沟通上的一个闭环，从而使得我们能在客户提出需求时快速做出反应。”</p> <h2>深耕Facebook加强传播实现海外市场关键突破</h2> <p>有了独立电商网站之后，如何让更多潜在的用户发现产品，利用适合自己的平台来扩大品牌传播范围才是实现海外突破的关键。而在Maxfind的案例中，他们将目标锁定在Facebook这个平台。Maxfind团队在分析数据过程中，发现玩滑板的年轻人喜欢在社交媒体上与亲朋好友进行分享与互动。于是，他们决定深耕Facebook，通过各种形式的广告以及Facebook的用户定位工具，收获了一大批来自全球重点市场的用户。</p> <p>为了更好地与用户展开互动，Maxfind还会定期在Facebook上举行不同主题的活动。</p> <p>“我们有时候会在Facebook上专门做一些类似俱乐部的活动，每次活动的胜出者还能获得Maxfind精心准备的奖品。”刘海兵继续分享道，“有一位来自美国的视频活动优胜者在收到奖品之后又拍摄了一段精美的滑板视频放到Facebook上，达到了二次传播的效应。”除此之外，Maxfind还利用Facebook为新产品找到合适的内测员，为上市前的新产品完成最佳的测试准备工作。</p> <p>为了完善公司对Facebook的理解与应用，公司甚至还对内部员工进行了一系列关于Facebook使用操作的培训，包括在线培训和线下沙龙等活动。</p> <h2>勇于试错利用客户反馈完成产品更新迭代</h2> <p>对于产品的研发，刘海兵印象最深的一次经历就是2016年的产品召回。</p> <p>2016年Maxfind团队为了赶一个旺季，因对零部件性能不够了解导致了产品设计缺陷，用户无法使用。面对批量产生的问题，团队一致决定召回产品，不过这个过程耗费了8个月，损失近50万元。</p> <p>“虽然这对于当时正在创业的我们来说是非常大的损失，但我们向每一位员工与合作伙伴证明了我们的决心——打造让全球用户放心且喜爱的优质产品和中国品牌。” 刘海兵深有体会地说道。</p> <p>为了能够更精准地对用户数据与反馈进行分析，Maxfind团队自然是下了不少苦功。</p> <p>“我们花了很多时间和精力在Facebook等SNS平台上，这样让我们有更多机会与终端客户进行更直接的沟通和探讨，同时在这一过程中持续收集他们提供的数据反馈与建议，再花费大概3个月的时间去做分析与筛选，以便更好地研发新产品。”</p> <p>“我们会根据用户吐槽的内容抓重点。举个例子，我们收到的反馈中有不少用户认为产品的续航能力不足，尤其是海外用户，他们经常用它来代步，这样的话对续航能力要求会特别高。后来我们就通过在结构上进行创新，增加一块电板来解决这个痛点。”刘海兵解释道，“如果我们认为某些方面的不足对定位用户来讲确实是一个很大的痛点，我们就会想尽办法去解决。”</p> <p>在谈及对Maxfind品牌的下一步规划时，刘海兵的回答是“跟用户走得更近“。他认为，“产品必须在技术的革新方面越来越专业，这就涉及到产品的迭代速度与迭代方向的正确性，这些都离不开用户反馈。只有整个市场数据、研发、生产、销售、追踪形成闭环才能使产品越来越优质。”</p> <p>在品牌成立四周年之际，Maxfind不仅更新升级了品牌logo与使命，而且最新发布的FF和FF(SUV）系列，无论在其外观、功能性方面，还是结构设计方面都做了很大的提升。</p> <p>“我们将通过INDIEGOGO众筹平台将新产品发布推荐给全球的用户，然后通过Shopify官网销售到各个国家。Maxfind团队将继续努力，用一款又一款的迭代新品来更好地诠释品牌使命 —— 让出行更便捷有趣！”刘海兵很有信心地说到。</p> </div> </div> <div class="grid__item grid__item--desktop-up-third case_studies__sidebar"> <nav id="sidebarAccordion"> <div class="accordion-item--mobile preview-links"> <h3 class="heading--5 accordion-link"> <div class="sidebar__heading"> <svg class="icon icon--fill-primary sidebar__icon" aria-hidden="true" focusable="false"> <use xlink:href="/web/20210818161126im_/https://www.shopify.cn/case-study/maxfind#spot-blog-post"/> </svg> 所有案例 </div> </h3> <div 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