With annual revenue of billions, this Chinese digital electronics brand has made a fortune overseas

In recent years, driven by the dual forces of digitalization and personalized demand, small and exquisite smart technology products have gradually become new favorites in the market. Compact and convenient smart devices such as wireless earphones, smart watches, and portable power banks have attracted the attention and love of a large number of consumers with their tech-savvy appearance and practical functions.

In this new wave of tech consumption, the Anker brand is undoubtedly a trendsetter. Anker is one of the six major brands created by Anker Innovations, with the other five brands being: soundcore, eufy, Nebula, AnkerWork, and AnkerMake.

According to Anker Innovations' latest financial report, in 2023, the company achieved an operating income of 17.507 billion yuan, an increase of 22.85% compared to the same period last year; net profit attributable to shareholders of the listed company was 1.615 billion yuan, a year-on-year increase of 41.22%.

Among them, charging and energy storage products composed of Anker's digital charging devices and related accessories, as well as Anker SOLIX series home photovoltaic and energy storage products, achieved revenue of 8.604 billion yuan in 2023, with a year-on-year growth of 25.12%, accounting for 49.14% of total revenue.

Image source: Anker Innovations 2023 Annual Report

At its inception, Anker mainly targeted overseas markets, entering the US, UK, Germany, France, Italy, and other European and American markets through Amazon. It only began to lay out the Chinese market at the end of 2020. With its strong brand strength, it has been listed in the "BrandZ™ China Globalization Brand List" for seven consecutive years.

Meanwhile, in the "China Cross-border E-commerce Brand Influence List (First Half of 2024)" jointly released by National Business Daily and Shenzhen Yishi Technology, Anker also won the Top 2 position, with a search popularity of 14,380.39, independent site natural traffic of 3,252.57, and Amazon search volume of 73,577.48, ranking only behind the globally renowned fashion brand SHEIN.

Anker ranks Top 2 in the China Cross-border E-commerce Brand Influence List

According to TuKe's understanding, in order to increase brand awareness and reach more overseas users, Anker began its layout very early.

On TikTok, Anker has set up multiple accounts to publish video content simultaneously, with more than 15 accounts in total. Many of its TikTok accounts have achieved impressive results, with the highest number of followers reaching 899,900, close to the one million mark.

Moreover, Anker has set up separate accounts for different countries such as the United States, Japan, and Thailand. This operational strategy allows Anker to provide more customized content based on the market characteristics and user preferences of each country, lowering the viewing threshold for consumers and enabling more flexible adjustment of content strategies, thereby effectively enhancing user stickiness.

Screenshot of Anker's TikTok matrix accounts

In addition to posting videos, Anker's TikTok accounts also regularly host live broadcasts. By communicating directly with viewers through live streaming, users can better understand the products, build brand trust, and promote product sales conversion.

Screenshot of Anker's TikTok account live broadcast

TikTok is only part of Anker's layout; Anker's presence can also be seen on overseas social media such as Instagram and Facebook, with equally impressive results.

Take Facebook for example, Anker's Facebook account currently has 550,000 followers and has received 470,000 likes. It is truly rare for a Chinese brand to be so well recognized on overseas social media.

Anker's Facebook account status

In addition to its overseas social media layout, Anker has also listed its products on overseas e-commerce platforms such as Amazon, Alibaba International, Takashimaya (a large Japanese chain store), and Challenger (a Singapore electronics chain retailer), conducting multi-channel sales.

This approach helps to diversify risk and avoid over-reliance on a single platform, while also reaching a broader consumer base, enhancing the influence of the brand and products, and making Anker's competitiveness in the global market more robust.

Anker products listed on Amazon, Alibaba International, etc.

While working hard online, Anker has not forgotten to focus on offline development.

Currently, in the United States, Anker has entered Walmart, the world's largest retail chain, and Best Buy, the world's largest home appliance chain; in France, it has entered IKEA; in Japan, it has entered the offline stores of telecom operators KDDI and SoftbankC&S; in China, it has entered the Suning chain stores.

The "dual-track strategy" of combining online and offline provides a solid foundation for Anker's global development and enhances Anker's market coverage. Through refined operations in different regions and consumer segments, Anker can better meet the diverse needs of consumers, increase brand exposure, and improve consumer awareness.

Sales of Anker products in Walmart stores

Facing the challenges and opportunities brought by globalization, Anker, with its keen insight into consumer needs and efficient marketing layout, is gradually shaping itself into a globally leading smart lifestyle brand, demonstrating its determination and capability as a Chinese brand to expand globally. In the future, we look forward to Anker's internationalization path becoming increasingly smooth.