At the 2019 Amazon press conference, awards were presented to 15 Chinese sellers in recognition of their achievements in brand marketing and product innovation. Among them, Anker Innovations took home the Amazon 2019 Seller Award, becoming the country's "number one cross-border e-commerce seller."
When it comes to Anker, many people may not be very familiar with it! Especially in China, few people know this brand, but its products are sold all over the world. In the previously released "2019 Top 30 Chinese Cross-Border E-Commerce Overseas Brands" list, Anker Innovations ranked first.
Anker Innovations was founded in 2011, dedicated to building a Chinese consumer electronics brand in the global market. Through continuous innovation, it brings technologically compelling leading products to global consumers and promotes the beauty of Chinese intelligent manufacturing.
The company successfully built the leading smart charging brand Anker, and successively launched smart hardware brands such as Soundcore, Eufy, Roav, and Nebula,
and it has also made arrangements in fields such as smart charging, smart home, and smart voice, with more than 55 million users in over 100 countries and regions around the world.
Anker Innovations entered Amazon as early as 2011, and many mobile device accessories and smart hardware products are among the best-selling products in related Amazon categories.
And all of this is inseparable from Anker's founder and Anker Innovations CEO Yang Meng.
Speaking of Anker founder Yin Meng, he was born in 1982 in Changsha, Hunan. He once earned a bachelor's degree in computer science from Peking University and also obtained a master's degree in computer science from the University of Texas in the United States. With excellent grades and a solid technical foundation, after graduation he served as a senior software engineer at Google.
Although he was earning an annual salary of 2 million yuan, which is a good income for most people, he found that this was not the life he wanted.
So he returned to China to start a business. Having lived in the United States for many years, Yin Meng had a very good understanding of the behavioral habits of foreign users. Most Chinese-made electronic products were labeled as low-end and cheap. In order to sell the highest-quality domestic products to overseas consumers, he founded Anker.
In the traditional foreign trade model, whether online or offline, most of the profits were taken by overseas buyers and distributors, so he chose to open an online store.
He set up his stores on Amazon and eBay, allowing foreign consumers to buy directly.
In just a few years since starting the business, in addition to channel aspects, Anker also attached great importance to brand and product design. In brand building, it strictly controlled product design and sales, which not only left consumers with a good product experience but also built a good product reputation.
In terms of product design, it invested heavily to increase R&D. In 2019, R&D expenses reached 280 million, accounting for 5.48% of revenue.
Through a series of measures, Anker not only opened up sales channels overseas and gained recognition from the market and consumers, but also launched multiple smart hardware brands such as smart home and smart projection, all of which achieved good results.
Data shows that Anker's revenue in 2019 reached 5.23 billion yuan, of which 97% came from overseas markets, and sales revenue in North America accounted for more than 50%. As of now, the company has completed a certain amount of technological accumulation and initially completed brand building, and in the future will focus on technological breakthroughs and product innovation.
With the upgrading of consumer demand, domestic companies are also seeking innovation, and more and more companies are setting their sights overseas. For example, brands such as Xiaomi, Haier, TCL, and Huawei have all successfully entered the international market. In the future, it is believed that more Chinese brands will shine on the world stage.
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