Anker enters new product categories, and Amazon sellers also do business on Taobao and Pinduoduo!

In addition to branding and multi-platform layout, there are other development trends in the cross-border e-commerce industry!

If we go back a dozen or twenty years, cross-border sellers at that time "stood at the forefront of the trend and easily made money by bending down", but they almost all kept silent about the fact that cross-border e-commerce was making so much money, and focused on making money quietly.

Now, cross-border expansion has entered the second half, and the news that Amazon, a cross-border e-commerce company, is making too much money has already spread to the village. However, the cross-border sellers who are at the center of the topic are filled with emotion.

"The era of the Four Emperors and the Seven Warlords of the Sea has passed, and the era of the New World has arrived." Cross-border sellers have witnessed the industry's transformation from wild growth to intensive cultivation, and have witnessed practitioners going from making money easily to going bankrupt easily. In addition to "mentality explosion" and reminiscing about the glorious past, they are also actively saving themselves in order not to be abandoned by the times. They have joined the ranks of branding and multi-platform layout, and even started Pinduoduo and Taobao while doing Amazon.

Anker Innovations, Giant Star Technology and other big sellers are no exception. Not only are they expanding on multiple platforms, they are actively implementing a strategy of developing domestic and international markets in parallel and are also exploring new product categories!

Looking for the second growth curve, Anker Innovations, Giant Star Technology and others enter new categories

Anker Innovations has entered the drone field.

As we all know, Anker Innovations ' main business and advantage category is consumer electronics. It mainly engages in independent research and development, design and sales of own-brand products such as mobile device accessories and smart hardware. Its products mainly include three series: charging (chargers, cables, mobile power supplies, etc.), wireless audio (wireless speakers, Bluetooth headsets, etc.), and smart innovation (smart home, smart home security equipment, etc.).

As of now, Anker Innovations has more than 100 million global users and its business covers more than 100 countries and regions around the world.

Even a company as powerful as Anker Innovations feels anxious.

The "fragility" of the consumer electronics industry and the "substitutability" of large single products mean that Anker's branding is destined to be a never-ending journey . To this end, Anker Innovations has been committed to increasing R&D investment to maintain the vitality of consumer electronics products.

On February 28, Anker Innovations announced that it would invest 826 million yuan in the "Shenzhen Product Technology R&D Center Upgrade Project", which is nearly 400 million yuan more than the originally planned investment amount of 460 million yuan .

According to Anker Innovations' announcement, the company is actively developing smart hardware product technologies, and continuously improving the functions and performance of smart hardware such as smart charging, smart home, smart audio, and smart car. The company's continued investment in research and development has become an important factor in maintaining the market competitiveness of its products.

In addition to maintaining sales of consumer electronics products, Anker Innovations has been looking for a second growth curve in recent years, and investing in new product categories is one of its important means.

In 2021, in order to further expand the company's new product direction and track technological development in new product areas, Anker Innovations plans to invest a total of no more than US$5 million of its own funds in Beijing Zero Zero Infinity Technology Co., Ltd. (hereinafter referred to as "Zero Zero Infinity" or "the Target Company") through its wholly-owned subsidiaries Charging Leading Limited (hereinafter referred to as "Charging Leading") and Anker Innovations Limited (hereinafter referred to as "Anker HK").

It is reported that the main business of Beijing Zero Zero Infinity Technology Co., Ltd. is : research and development, application of artificial intelligence, research and development, production and sales of drones, research and development of drone-related technologies and technical service business.

This move shows that Anker Innovations has also set its sights on the big pie of drones. According to relevant industry reports, the global commercial drone market size in 2020 is US$13.44 billion, and is expected to grow at a compound annual growth rate of 57.5% in the eight years from 2021 to 2028. North America occupied the largest market share in 2020, at about 37.0%. The number growth trend in the Asia-Pacific region is the fastest. By 2028, the demand for commercial drones in the Asia-Pacific region is expected to exceed 9 million units. It is reported that DJI, as a drone giant, has a market share of 90% in China, 70% in the global market, and nearly 80% in the US market.

In addition to Anker Innovations, Giant Star Technology, a leading global hand tool company, is also actively expanding new product categories.

Recently, Giant Technology stated that the company's second growth curve is expected to open, and businesses such as laser measurement, DTC, and power tools are expected to take over from hand tools and become new growth points .

Public information shows that in 2021 , Giant Technology's laser measuring instrument business grew by more than 100% year-on-year , its DTC business mainly based on cross-border e-commerce grew by more than 50% year-on-year, and its power tool revenue exceeded US$200 million.

The domestic market is very attractive, and Amazon sellers are also doing Pinduoduo!

Giant Star Technology and Anker Innovations are not the only ones to explore new categories! To adapt to the trend of the times, cross-border sellers have more attempts.

Taking multi-platform layout as an example, cross-border sellers are practicing the principle of "don't put all your eggs in one basket" and have comprehensively deployed export e-commerce platforms such as Amazon, eBay, AliExpress, Walmart, Shopee, etc., while also setting their sights on Pinduoduo, Taobao, and Tmall.

"The current e-commerce situation is that domestic merchants such as Taobao, JD.com, and Tmall all want to go overseas, while export sellers such as Amazon and eBay all want to move domestically," industry insiders said. As the rules of platforms such as Amazon become increasingly stringent and competition becomes increasingly fierce, a large number of sellers are "shifting from exports to domestic sales."

At present, many small and medium-sized sellers on Amazon have tried their hand at Taobao and Pinduoduo, and have discovered that the domestic market, which was once neglected, is also very attractive.

This is especially true for cross-border giants such as Giant Star Technology, Anker Innovations, and Levo.

The overseas market has always been the main battlefield for Anker Innovations. According to the 2020 annual report, overseas revenue accounted for 98.48% of Anker Innovations' revenue, while domestic revenue accounted for only 1.52%.

In 2021, Anker Innovations began to focus on the domestic market and achieved remarkable results.

In the first half of 2021, Anker Innovations achieved main business revenue of 177 million yuan in China, a year-on-year increase of 296.40%.

In the third quarter of 2021, Anker Innovations achieved domestic revenue of 106 million yuan, a year-on-year increase of 297.36%.

It is reported that Anker Innovations mainly sells its products through well-known domestic online B2C platforms such as Tmall, JD.com, Pinduoduo, etc. On the basis of consolidating the advantages of the above platforms, it has also expanded into a variety of new channels such as Douyin and Xiaomi Youpin .

In addition, Giant Star Technology has also set its sights on the domestic market and has opened corresponding brand flagship stores on Tmall and JD.com, such as the tumao.com flagship store, Wankebao Tools flagship store, Wankebao JD self-operated flagship store, and Giant Star Tools JD self-operated flagship store.

The independent station’s huge sales of Levo in the domestic market was a premeditated plan.

Since 2009, Lucky has been committed to building a domestic and international dual circulation. While paying attention to the international market, it has continued to build its own "Lucky" brand in China. In 2021 , the company's market share on JD.com and Tmall exceeded 60%. During the "Double 11" period in 2021, Lucky's lifting table ranked first among similar products on JD.com and Tmall; Lucky's study table ranked fifth in the same category on JD.com and nineteenth on Tmall .

Cross-border e-commerce is still a growing market. Whether cross-border sellers are switching from exports to domestic sales or trying multiple markets and platforms, it shows that they want to make a name for themselves and display their talents in this vast world .

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