乐歌股份经过多年的发展，已经形成智能升降家居和公共海外仓两大成熟产业，是国内跨境电商行业的创新型、平台型知名标杆企业。在历经贴牌代工、工贸一体、造船建仓、品牌出海后，乐歌的身份开始多元化，从卖货人到服务商，乐歌正在解锁更多角色，其全球化基因也越发浓厚，并找到了外贸高质量发展道路——“跨境电商+跨国海运+海外仓”的全价值链模式。本文以乐歌股份为案例进行探讨，分析其建立自主品牌、打造私域流量的转型发展之路，以期给跨境电商行业可持续发展和跨境电商企业高质量成长提供一定的借鉴和思考。
After years of development，LOCTEK has formed two mature industries which are the home automation and the public overseas warehouse. It is the innovative and platform-based well-known bench-marking enterprise in the domestic cross-border e-commerce industry. After going through OEM，integration of industry and trade，shipbuilding and warehouse building，and brand shipping，LOCTEK’s identity began to diversify. From a seller to a service provider，LOCTEK is unlocking more roles. Its globalization gene is becoming increasingly strong，and has found a high-quality development path for foreign trade which is the full value chain model of “cross-border e-commerce+cross-border shipping+overseas warehouse”. The report takes LOCTEK as a case to discuss its transformation path of establishing its own brand and creating private domain data which provide some reference and thinking for the sustainable development of cross-border e-commerce industry and high-quality growth of cross-border e-commerce enterprises.
