手机壳卖400块一个！PITAKA一年向老外狂卖百万件
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">#挑战30天在头条写日记#</a><a style="color: black;">#头条创作挑战赛#</a><a style="color: black;">#爆料#</a></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;">过去一年，<span style="color: black;">全世界</span>智能手机市场的低迷已无需多言。市场趋于饱和，新老玩家陷入“存量抢夺战”。</span><strong style="color: blue;"><span style="color: black;">而隔壁的手机壳市场，正迎来它的“增量爆发期”</span></strong><span style="color: black;">。</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;">贝哲斯咨询数据<span style="color: black;">表示</span>，2022年<span style="color: black;">全世界</span>手机壳<span style="color: black;">需要</span>量为14.9 亿，市场规模达到999亿元，且25%的人会购买2个以上手机壳，其中还不乏人手十几个手机壳的重度手机壳控。</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;">手机壳品牌的前半生几乎都在“守擂”中低端市场。在海外，百元以内价位的手机壳占据了大<span style="color: black;">都数</span>份额，中低端市场<span style="color: black;">作为</span>玩家林立的厮杀血海。</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;">2015年，国货出海品牌PITAKA闯入高端手机壳无人区，以400元的定价一举抬<span style="color: black;">能手</span>机壳天花板，带领行业走向角逐“原创手机壳”的下半场。</span></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;">而今，PITAKA年销近百万，在<span style="color: black;">全世界</span>收获超150万名忠实用户。PITAKA<span style="color: black;">怎样</span>在高端手机壳<span style="color: black;">行业</span>实现从0爆发，掀起海内外消费狂热？</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;">用防弹材质做手机壳</span></span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">「芳纶纤维<span style="color: black;">便是</span>PITAKA」</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">手机壳<span style="color: black;">能够</span>说是一门女性生意，消费者里八成以上是女性，连近两年炙手可热的高端手机壳品牌「CASETiFY」<span style="color: black;">亦</span>主攻Z世代女性群体。事实上，</span><strong style="color: blue;"><span style="color: black;">「把手机壳做成时尚单品，直击<span style="color: black;">青年</span>消费圈腹地」</span></strong><span style="color: black;">已<span style="color: black;">作为</span>行业心照不宣的万能出圈模式。</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;">而对标CASETiFY的PITAKA则避开这一“黄金热土”，<span style="color: black;">选取</span>专攻高端男性手机壳市场。</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;">PITAKA的旗舰<span style="color: black;">制品</span>是一款「芳纶纤维手机壳」，单价在300~600元<span style="color: black;">上下</span>。</span><strong style="color: blue;"><span style="color: black;">PITAKA之<span style="color: black;">因此</span>敢卖这么贵，是<span style="color: black;">由于</span>它的手机壳<span style="color: black;">是由于</span>“防弹衣材质、宇航级材料”制作而成。</span></strong></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2a1f839c2c0e4dd1b404105f4c4069c3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1726161049&x-signature=zdw3M%2FbLLVyZUbdklzGVMeBIVBw%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;">芳纶纤维被誉为世界上最坚韧的纤维之一，<span style="color: black;">持有</span>强度高、重量轻、坚固耐刮擦、防汗防指纹、散热效果好等特性，广泛用于战斗机、宇航服、防弹衣等。</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;">采用如此硬核的材质，PITAKA的初衷却<span style="color: black;">非常</span>简单：</span><strong style="color: blue;"><span style="color: black;">「还原裸机手感，让辅助工具的存在感<span style="color: black;">尽可能</span>归零」</span></strong><span style="color: black;">。</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;">不少科技<span style="color: black;">兴趣</span>者曾调侃：“苹果创始人乔布斯毕生的心血<span style="color: black;">便是</span>把手机做薄做轻，而所有的手机壳厂商都给它<span style="color: black;">增多</span>了厚度，有的手机壳<span style="color: black;">乃至</span>让 iPhone 重得像块砖。”</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;">而PITAKA<span style="color: black;">始终</span>秉承的设计思路<span style="color: black;">便是</span></span><strong style="color: blue;"><span style="color: black;">「给手机减负」</span></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;">以PITAKA的 iPhone 14 Pro凯夫拉磁吸手机壳为例，其厚度仅有0.95毫米，轻至17.3克，强度却是同等质量钢铁的5倍。市面上<span style="color: black;">平常</span>的手机壳大多在几十到上百克，连追求“轻薄手感”的苹果原装手机壳都有25.8g。</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;">PITAKA将「高强度轻量化」这一品牌DNA“刻进了”所有<span style="color: black;">制品</span>线，</span><strong style="color: blue;"><span style="color: black;">最夸张的是PITAKA最新推出的一款手表表带仅有5张钞票重</span></strong><span style="color: black;">。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/264e8d48ddec474c9177d430c5c819bd~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1726161049&x-signature=WyZGk1WrWwFpSIev7hzFkSJyUJo%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;">深耕行业七年，PITAKA已将芳纶纤维应用到了全系列<span style="color: black;">制品</span>，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">因此呢</span>PITAKA在消费者间<span style="color: black;">已然</span>形<span style="color: black;">成为了</span>一种品牌认知，即「芳纶纤维<span style="color: black;">便是</span>PITAKA」</span></strong><span style="color: black;">。</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;">除了<span style="color: black;">制品</span>硬核，PITAKA最成功的一点是「它把航天级材质带入了寻常家」，满足了消费者的“猎奇心理”，普通人只需花几百块买个手机壳就能体验到前沿科技质感。</span></strong>PITAKA便是<span style="color: black;">经过</span>这一核心爆点，激发用户<span style="color: black;">持续</span>的社交分享形成裂变势能，<span style="color: black;">快速</span>打开海外知名度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">如今，PITAKA已做到芳纶手机壳品类的TOP1，受到<span style="color: black;">许多</span>海内外数码极客的热捧，连《福布斯》、美国最大科技网站BGR、苹果<span style="color: black;">制品</span>知名<span style="color: black;">资讯</span>网站AppleInsider等知名<span style="color: black;">媒介</span>都在竞相<span style="color: black;">报告</span>这一“数码黑科技”。</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;">自成立<span style="color: black;">败兴</span>，PITAKA先后在Kickstarter进行了7次<span style="color: black;">制品</span>众筹，均斩获了非常优异的成绩</span><span style="color: black;">。其中最火的是一款六合一无线充电器「Air Omni」，该系列<span style="color: black;">最后</span>众筹总额突破30万美金，超2500名支持者参与。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/13ab4cb0a29b49e1bea6246d8ea2afef~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1726161049&x-signature=jTfscfdFfGIcBZP8T7ozMRixalU%3D" style="width: 50%; margin-bottom: 20px;"></div><span style="color: black;"><strong style="color: blue;"><span style="color: black;">跨设备、跨场景<span style="color: black;">制品</span>生态</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">除了芳纶纤维，许<span style="color: black;">都数</span>码发烧友是被PITAKA</span><strong style="color: blue;"><span style="color: black;">“领先苹果磁吸生态3年”</span></strong><span style="color: black;">这一噱头吸引而来。</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;">早在苹果2020年发布iPhone系列「MagSafe磁吸生态」之前，PITAKA就推出了自己的磁吸生态<span style="color: black;">制品</span>「MagEZ」。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0b8fb693115140a2ab6db55af4a3d535~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1726161049&x-signature=%2FZUYg9gNmN8HWlO3BIg%2F6Q10RkU%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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">同期</span>期，市面上的数码配件基本以单品形式推出。用户在搭配单品<span style="color: black;">运用</span>时需要<span style="color: black;">思虑</span><span style="color: black;">区别</span>配件之间的兼容性，非常不方便。</span></strong><span style="color: black;">PITAKA的磁吸配件之间就无需顾虑兼容性，不仅<span style="color: black;">处理</span>了消费痛点，<span style="color: black;">亦</span>为用户<span style="color: black;">供给</span>了一种跨设备、跨场景应用的流畅<span style="color: black;">运用</span>体验。</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;">在PITAKA看来，数码配件<span style="color: black;">制品</span><span style="color: black;">不该</span>只满足「<span style="color: black;">守护</span>」这一<span style="color: black;">基本</span>功能，而应该综合<span style="color: black;">处理</span>「磁吸、充电、设计感、材料质感」等多种消费进阶<span style="color: black;">需要</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;"><span style="color: black;">随后的几年时间，PITAKA围绕数码<span style="color: black;">制品</span>的多元化<span style="color: black;">运用</span>场景，<span style="color: black;">持续</span><span style="color: black;">研发</span>了「PitaFlow」、「PitaGear」、「PitaTag」三大系列<span style="color: black;">制品</span>。针对手机、平板推出了<span style="color: black;">守护</span>壳、充电座、支架、卡包等全套衍生<span style="color: black;">制品</span>，覆盖驾驶、办公、出行等多种场景。</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;">在品牌最新发布的战略中，PITAKA<span style="color: black;">将来</span>还将推出以箱包<span style="color: black;">制品</span>为主的「PitaGo」系列，全面开拓更广阔的<span style="color: black;">制品</span>品类。</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;">手机壳怎么做独立站？</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;"><span style="color: black;">纵观<span style="color: black;">全部</span>手机壳市场，围绕iPhone手机的高端手机壳品牌几乎撑起了市场的“半边天”，掠取了手机壳行业的大部分利润，其他玩家则大多徘徊在中低端市场，靠性价比相互争夺剩下的利润。</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;">PITAKA避开了女性手机壳红海，却并未放弃iPhone手机这块诱人的“蛋糕”。</span></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;">从PITAKA的<span style="color: black;">制品</span>设备来看，<span style="color: black;">重点</span>做的是苹果和三星这两大品牌。虽然三星在国内销量惨淡，但在海外享有很高的声誉和销量，几乎每年都是三星在跟苹果争“<span style="color: black;">全世界</span><span style="color: black;">第1</span>智能手机”。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/20862c2a464845e69aade8b529e71664~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1726161049&x-signature=ViVXYYJQyymu0vJclL%2Bs3Zr255U%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;">PITAKA<span style="color: black;">亦</span>将这两个品牌的手机壳做得不错。</span><span style="color: black;">Google Trend<span style="color: black;">表示</span>，过去12个月中，搜索PITAKA品牌关键词匹配的<span style="color: black;">关联</span><span style="color: black;">查找</span>几乎都是三星和苹果机型。<span style="color: black;">按照</span>热度，PITAKA还适当地投放了<span style="color: black;">有些</span>热门机型关键词，用来<span style="color: black;">提高</span>品牌的搜索排名。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0c13884f5e524c74b9c88dd0ea8316b1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1726161049&x-signature=C3Ir0rQY0mF39D2p9ZkxsTJpVVE%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;"><span style="color: black;">日前</span>PITAKA独立站月流量稳定在50万<span style="color: black;">上下</span>，自然流量+直接流量占七成，品牌建设和<span style="color: black;">制品</span>转化都较为成功。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f29c4f0899814c81a73492d3d4bc8e51~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1726161049&x-signature=GgG1xirIGrG3LFJCMT9HK0imOfQ%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;"><strong style="color: blue;"><span style="color: black;">在社媒布局上，PITAKA打造了以YouTube为核心，Instagram、Facebook为辅助的矩阵式营销。</span></strong><span style="color: black;">其中，YouTube的社媒流量占比高达78%。这并不意外，3C科技类的网红博主几乎都集中在YouTube<span style="color: black;">这般</span>的可视化平台。</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;">PITAKA极具创新力和设计风格的<span style="color: black;">制品</span>吸引了不少行业KOL自发进行测评推广，<span style="color: black;">例如</span>著名的果粉博主Everything Apple Pro、爆料⼤神Benjamin等。</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;">除此之外，PITAKA<span style="color: black;">亦</span>在官网发起了品牌大使计划，欢迎所有数码发烧友、垂类KOL和粉丝参与并推广PITAKA的<span style="color: black;">制品</span>，参加者<span style="color: black;">经过</span>审核后可<span style="color: black;">得到</span>PITAKA免费样品、独家折扣及<span style="color: black;">各样</span>赠品。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/5e7498d23c094aa8b28960cec0fce396~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1726161049&x-signature=9qsmFA3pQl1RZtHqTOTEnWpC1Dk%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;"><strong style="color: blue;"><span style="color: black;">为了更好地沉淀私域流量，利用圈层互动反哺品牌</span></strong><span style="color: black;">，PITAKA在社交群聊平台Discord<span style="color: black;">创立</span>了自己的品牌社群。在社群内分享新品<span style="color: black;">新闻</span>、设计创意与优惠活动，用户<span style="color: black;">亦</span><span style="color: black;">能够</span>在里面交流发帖，给PITAKA提<span style="color: black;">意见</span>等。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f11a2b0bd22b4dbc8b63378e7792654d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1726161049&x-signature=1TKWRjKpCgqtk5Vvj76TDLWER3o%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;">区别于其他社媒平台，Discord是一个基于兴趣分群的社交平台，其封闭又开放的独特传播方式圈住了<span style="color: black;">目的</span>人群，是连接品牌和消费者的沃土，能够有效培养忠诚度，实现低成本高转化。</span><strong style="color: blue;"><span style="color: black;">Discord的服务器有点类似于国内的<span style="color: black;">微X</span>群，相比Facebook等社交平台，信息触达率要高<span style="color: black;">非常多</span>，<span style="color: black;">亦</span>更有利于品牌活跃与沉淀用户</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/ebb93dcf7a754e60b4acfb03ece5d4cb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1726161049&x-signature=m0wYFYd8klUKK06njh%2FNs2599RQ%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;"><strong style="color: blue;"><span style="color: black;">「宁做异类，不随主流」</span></strong>，这是PITAKA自创立<span style="color: black;">败兴</span><span style="color: black;">持续</span>强调的一句口号。</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;">迄今为止，PITAKA手握78项专利和7个著作权。</span><strong style="color: blue;"><span style="color: black;">PITAKA敢于特立独行的底气就在于<span style="color: black;">持续</span>打破现有<span style="color: black;">制品</span>的设计想象，行走在科技前沿却又不乏人文思考。大</span></strong><span style="color: black;">胆地将高科技材料引入<span style="color: black;">平常</span>场景，打造一种“以人为中心”的全场景<span style="color: black;">制品</span>生态。凭借如此前瞻性的品牌理念，PITAKA才得以在身处红海的手机壳品类中异军突起，<span style="color: black;">作为</span>海外口碑爆棚的国货之光。</span></span></p>
你的见解独到，让我受益匪浅，期待更多交流。
页:
[1]