Anker ranks second! The top 100 cross-border brands are released

This list is mainly for native cross-border e-commerce brands , ranking them according to their search popularity in the first half of the year, and taking into account Amazon search volume and independent station natural traffic. This article will analyze the situation and strategies of the top 20 brands for reference by sellers in the industry.

"China's Top 100 Cross-border E-commerce Brand Influence List 2024H1", released by Yishi Technology and National Business Daily

20. Ugreen​

Ugreen is a well-known consumer electronics brand. In the first half of 2024, its search popularity was 2171.73, its monthly average natural traffic from the independent site was 583.71 k, and its weekly average Amazon search volume (UV) was 9717.20.

Shenzhen GreenLink Technology was established in 2012. Its products mainly include transmission, audio and video, charging, storage and mobile peripherals. In 2023, GreenLink Technology's operating income exceeded 4.803 billion yuan, and its net profit attributable to the parent company was 388 million yuan; the average annual compound growth rate of operating income from 2021 to 2023 reached 18.05%, with a strong growth momentum. On July 26, 2024, GreenLink Technology was officially listed on the Shenzhen Stock Exchange Growth Enterprise Market.

In terms of sales, Ugreen has laid out domestic and overseas markets at the same time, and combined online and offline, and its products continue to be selected as Amazon's Best Seller and Amazon's Choice. In 2023, Ugreen's revenue on the Amazon platform exceeded 1.5 billion, accounting for 32.69% of its main business revenue. In this year, a total of 12.4987 million orders were received.

19. Cupshe

Cupshe is a representative brand of domestic swimwear going global. In the first half of the year, the search popularity was 2251.84, the monthly average of natural traffic on the independent site was 1986.12 k, and the weekly average of Amazon search volume was 28192.80.

Cupshe is affiliated to Nanjing Cupshe Network Technology Co., Ltd., which was founded in 2015. In 2017, it became the No. 1 online sales volume of swimwear in the North American market. At the same time, it established a branch in the United States and explored the Australian and European markets, expanding rapidly at a growth rate of 200%. Today, Cupshe has customers in many countries around the world, with annual sales exceeding US$178 million, making it one of the most popular swimwear brands in North America.

Public information shows that Cupshe has become one of the top 15 brand stores in all categories of Shopify worldwide (cross-border e-commerce DTC model), and is also the largest beachwear brand seller on Amazon. About 70% of its sales come from independent sites and 30% from Amazon. It is a frequent visitor to the BestSeller list.

18. Ezviz​

EZVIZ is a leading smart home brand from Hangzhou. In the first half of the year, its brand search popularity was 2400.89, the monthly average of natural traffic on its independent site was 989.50k, and the weekly average of Amazon search volume was 1416.98.

EZVIZ uses technologies such as smart hardware, Internet cloud services, artificial intelligence ( AI), and robots to create an intelligent environment for users. Its products include smart home cameras, smart entry, sensing and control, floor scrubbers, child care robots and other intelligent service robots.

In 2023, EZVIZ Network's revenue was 4.84 billion yuan, a year-on-year increase of 12.39%; its net profit attributable to the parent company was 563 million yuan, a year-on-year increase of 68.80%. In the smart track, it continues to increase its R&D investment to iterate new products. In the first half of last year, the sales of smart home cameras and smart home products increased by 5.3% and 27.2% year-on-year respectively, and the growth prospects of smart locks in the new category are also good.

17. GOVEE

Govee is a smart home brand with a search popularity of 2589.88 in the first half of the year, an average monthly organic traffic of 750.05k on its independent site, and an average weekly Amazon search volume of 53245.37.

Govee is a smart hardware brand under Zhiyan Technology. The company was founded in 2017 and is headquartered in Nanshan District, Shenzhen. Zhiyan Technology's products include indoor and outdoor lighting, air detection, kitchen cooking and small appliances, and smart light strips are its star products. Govee's market share on the Amazon platform continues to be at an extremely high level.

It is worth mentioning that Wu Wenlong, CEO of Zhiyan Technology, is one of the founders of Anker Innovations and the former CTO of Anker Innovations. Zhiyan Technology currently has more than 600 office staff, 80% of whom have a bachelor's degree or above, and R&D personnel account for more than 70% of the total number of employees. The management team all comes from leading companies in the same industry. In 2024, Govee was included in the "2024 China Global Brand Growth Star List" released by Google and Kantar.

16. EDIFIER

EDIFIER is a well-known audio brand from Shenzhen. Its search popularity in the first half of the year was 2631.75, its monthly average natural traffic from the independent site was 26.69k, and its weekly average Amazon search volume was 2612.05.

Founded in 1996, EDIFIER is a professional audio equipment company that mainly engages in the research, development, production and sales of home audio, professional audio, car audio, headphones and microphones. It has vigorously expanded its overseas markets and has registered international trademarks in more than 80 countries and regions including Germany, the United Kingdom and the United States, built a global sales network, and its business in international e-commerce channels such as Amazon has grown rapidly.

In 2023, Edifier achieved total operating revenue of 2.694 billion yuan, a year-on-year increase of 21.64%; net profit attributable to the parent company was 420 million yuan, a year-on-year increase of 70.17%. In terms of products, in 2023, the revenue of headphones was 1.791 billion yuan, a year-on-year increase of 22.48%, accounting for 66.49% of the revenue; the revenue of audio was 828 million yuan, a year-on-year increase of 20.65%, accounting for 30.73% of the revenue; the revenue of car audio was 11 million yuan, a year-on-year increase of 11.90%, accounting for 0.42% of the revenue.

15. Tineco

Tineco is a high-end smart home appliance brand under Ecovacs, with four major categories: home cleaning, personal care, cooking equipment, and healthy living. In the first half of the year, the brand search popularity was 2750.29, the monthly average of organic traffic on the independent station was 256.89k, and the weekly average of Amazon search volume was 15205.67.

Tineco's overseas sales have been outstanding. During Amazon Prime Day in July and autumn 2023, Tineco's floor washing machines ranked first in market share in important sites in the North American and European markets with an absolute advantage, and sales increased by 54% and 120% year-on-year respectively. During the Black Friday promotion at the end of the year, Tineco ranked first in market share in sites such as North America, Europe, and Australia, with sales increasing by more than 100% year-on-year.

Qian Dongqi, founder of Tineco, once pointed out that the key to the overseas market lies in solving the problem of offline channels and the balance between online and offline. In 2023, Tineco will achieve leapfrog development with a compound growth rate of 292% in five years of efforts, with sales of nearly 10 billion.

14. Baseus

Baseus is an industry-leading digital brand, with a search popularity of 3300.05 in the first half of the year, an average monthly organic traffic of 295.54k on its independent site, and an average weekly Amazon search volume of 4211.80.

This is a brand under Shenzhen Baseus Technology. Its main products are chargers , mobile power supplies , smart audio , smart cleaning , energy storage power supplies , automotive peripherals , and life and office products, with more than 300 million users worldwide.

In 2023, Baseus Technology announced the completion of a round A financing of several hundred million yuan, led by Shenzhen Capital Group and CICC Capital, and followed by Yuexiu Industry Fund and Gaorong Capital. This is the first time that Baseus Technology has conducted external market financing, and the financing is mainly used for product research and development, overseas offline market construction, supply chain construction, factory construction, brand promotion, etc.

13. EcoFlow

EcoFlow is a leading brand in mobile energy storage, with a search popularity of 3783.80 in the first half of the year, an average monthly organic traffic of 1855.98k on its independent site, and an average weekly search volume of 19230.97 on Amazon.

Founded in 2017, Zhenghao EcoFlow focuses on the fields of mobile energy storage and clean energy. Its products include outdoor power supplies, power systems, solar panels, smart devices and related accessories. In the global trend of renewable energy, Zhenghao EcoFlow's portable power products and solar energy technology are very popular.

In the first half of 2023, Zhenghao's revenue exceeded RMB 3 billion, and its market share in portable energy storage reached 35%. According to Zhenghao EcoFlow officials, its products have covered markets in more than 100 countries and regions around the world, serving more than 3 million users.

12. Dreame

Dreame is one of the leading brands of smart home appliances, with a search popularity of 4028.00 in the first half of the year, an average monthly organic traffic of 712.03k on its independent site, and an average weekly Amazon search volume of 2243.83.

Dreame Technology was founded in 2017. Its current products include household smart cleaning, smart floor washing, cordless vacuuming, fashionable personal care, water purifiers, smart lawn mowing, and commercial smart food delivery robots. Its products have covered more than 100 countries and regions.

During this year's Amazon Prime Day promotion, Dreame Technology's GMV in Southwestern Europe reached 180 million, a year-on-year increase of 80%, of which its two high-end flagship sweeping robots took the first and second place in the sweeping robot category; North American GMV reached 79.32 million yuan, a year-on-year increase of 102%, and the overall sales of the independent site increased by 760% year-on-year, ranking first in both sales volume and market share of sweeping robots on the eBay platform.

11. Creality

Creality is a leading brand in 3D printing, with a search popularity of 4238.89 in the first half of the year, an average monthly organic traffic of 1211.02k on its independent site, and an average weekly Amazon search volume of 6593.88.

Shenzhen Chuangxiang 3D was founded in 2014. Its products cover 3D printers, 3D scanners, laser engravers, accessories, consumables, etc. It currently owns two international brands, Creality and Ender, as well as innovative brands such as HALOT and Sermoon, which are widely used in personal, educational, manufacturing and other fields.

Creality has a strong influence in the 3D printing industry. It is understood that on Amazon North America, the monthly sales of a Creality product reached 1.2 million US dollars. Five months after the independent site was launched, the transaction amount exceeded 20 million RMB, showing a rapid growth.

10. Halara

Halara is a hot fast fashion brand this year, with a search popularity of 4380.94 in the first half of the year, an average monthly organic traffic of 1348.46k on its independent site, and an average weekly search volume of 18218.63 on Amazon.

Beijing Quanliang Quansu was established in 2020. Based on the global sports and leisure clothing market, its first brand Halara entered the world's fastest-growing athleisure category, focusing first on the European and American markets, and quickly accumulating full-link data, technology and other capabilities in the process. So far, Quanliang Quansu has received several rounds of investment and has become a unicorn.

Halara uses TikTok as its main marketing platform and increases brand awareness and sales by collaborating with multiple influencers to promote products. In the sports and outdoor category, the brand has topped the list of popular small stores for several consecutive months. One of its sports dresses with side pockets has long been on the TikTok best-selling list and is a star product of the store.

9. Worx

Worx is a top tool brand, with a search popularity of 4511.60 in the first half of the year, an average monthly organic traffic of 386.33k on its independent site, and an average weekly Amazon search volume of 3597.75.

As a high-end power tool brand under the Bosch Group, Worx has been selected for various excellent brand lists many times, and its products cover professional power tools, gardening tools, automotive products, and home DIY tools. According to the 2023 GfK report, Worx smart lawn mower robot ranks first in the global omni-channel market share, and in Germany, the largest smart lawn mower robot market, Worx's market share is as high as 54%.

In terms of online channels, Worx has also been successful in many subcategories on Amazon, ranking first in the BSR of electric clippers and workbenches, and consistently ranking in the top 50 in the categories of car vacuum cleaners, screwdrivers, and blowers.

8. VEVOR

VEVOR is a leading equipment tool brand with a search popularity of 4999.33, an average monthly organic traffic of 2874.59k on its independent site, and an average weekly Amazon search volume of 7577.18.

VEVOR is a brand under Shanghai Sishun. Its products include home improvement equipment, hand tools, power tools, pneumatic tools, auto repair and garden equipment, which have penetrated into front and back yards, auto repair, and residential scenes. In 2020, Sishun's global sales exceeded 2.5 billion yuan, and many products became the #1 Best seller in the tool category in the market; in 2022, the company's revenue was about 7 billion yuan, becoming a leading cross-border e-commerce company, with business covering more than 200 countries and regions including North America and Europe.

Sishun has implemented a multi-channel strategy thoroughly. In addition to building the vevor.com independent website, it also sells on more than a dozen mainstream platforms such as eBay, Amazon, and AliExpress. This year, it has become more popular on TikTok. It is worth noting that Sishun employees are generally highly educated. The company has 1,552 employees, and 81.2% of them have a bachelor's degree or above.

7. Insta360

Insta360 is a top smart imaging brand, with a search popularity of 5119.72 in the first half of the year, an average monthly organic traffic of 1967.58k on its independent site, and an average weekly search volume of 9759.87 on Amazon.

Insta360 was founded in 2015 and has formed a rich product line from professional to consumer, including consumer and professional panoramic cameras, sports cameras, video conferencing equipment, mobile phone stabilizers and other products, which are widely used in panoramic live broadcast, architecture, news media and other industries. According to Frost & Sullivan data , Insta360 will have a global panoramic camera market share of more than 50% in 2022 and has millions of hardware users around the world.

According to founder Liu Jingkang, the company's performance grew fourfold in the four years before its IPO filing. In 2017, it was only 1/40 of industry leader GoPro, but by the first half of this year it had surpassed it.

6. Soundcore

Soundcore is an audio equipment brand under Anker Innovations. In the first half of the year, the search popularity was 5671.84, the monthly average of natural traffic on the independent site was 1300.21k, and the weekly average of Amazon search volume was 11989.90.

Soundcore's product line includes headphones and speakers. Amazon was once Soundcore's main sales channel, and many of its products have accumulated tens of thousands of reviews. In the past two years, the brand has begun to accelerate its multi-channel layout and vigorously develop independent websites. In the Digital 100 list, Soundcore's independent website was shortlisted in the top ten fastest-growing consumer electronics websites in the United States, with an annual growth rate of 43.6%.

As of 2021, the brand has 20 million users worldwide, has obtained 133 authorized patent technologies, and has registered trademarks in key countries around the world. In 2023, Anker Innovations' smart audio and video revenue was 4.285 billion yuan, a year-on-year increase of 26.47%.

5. Roborock

Roborock is a leading brand of smart home appliances, with a search popularity of 5950.02 in the first half of the year, an average monthly organic traffic of 440.19k on its independent site, and an average weekly Amazon search volume of 15831.23.

Roborock Technology was founded in Beijing in 2014 and focuses on the research and development and production of smart cleaning robots and other smart appliances. Its products include sweeping robots, smart floor scrubbers, cordless vacuum cleaners, and washer-dryers. In 2023, Roborock Technology achieved a total operating income of 8.654 billion yuan, a year-on-year increase of 30.55%; and a net profit of 2.054 billion yuan, a year-on-year increase of 73.57%.

Roborock Technology has performed outstandingly overseas. In 2022, its high-end sweeping robot sales ranked first in the world; in 2023, Roborock's sweeping robot sales ranked first in the world. In the US market, Roborock Technology's high-end products priced above US$800 have a market share of 57%, ahead of the leading overseas brand iRobot.

4. Amazfit

Amazfit is a leading brand of smart wearables. In the first half of the year, the brand search popularity was 7170.93, the monthly average of organic traffic on the independent site was 587.40k, and the weekly average of Amazon search volume was 15502.32.

Amazfit is a brand under Huami Technology. The company started as a "Xiaomi OEM factory" and officially landed on the New York Stock Exchange in 2018. It has now become the world's leading smart wearable manufacturer with a complete smart wearable ecosystem and product peripherals. Its products include smart watches, smart bracelets, children's watches, TWS headphones, etc.

When it comes to overseas platforms, Amazfit prioritized Amazon, which continued to contribute considerable sales. After that, the brand continued to expand into more channels and marketed through social media.

3. eufy

eufy is a smart home brand under Anker Innovations. In the first half of the year, its search popularity was 7545.91, its monthly average natural traffic on the independent site was 1231.55k, and its weekly average Amazon search volume was 25471.33.

eufy is now divided into four categories: cleaning, smart control, health and lighting, with a variety of products such as sweeping robots, voice control assistants, smart scales, smart bulbs, etc. Overseas, eufy quickly gained popularity through crowdfunding. Its sweeping robots have outstanding cleaning and suction advantages, and some of its products even have higher ratings than giants such as iRobot. Combined with Anker's channels and brand influence, its North American market share once reached 22.6%.

In 2023, Anker's smart innovative products including eufy achieved revenue of 4.541 billion yuan, a year-on-year increase of 18.72%, accounting for 25.94% of total revenue.

2. ANKER

Anker is the most well-known brand under Anker Innovations. In the first half of the year, the search popularity was 14380.39, the monthly average of organic traffic on the independent site was 3252.57k, and the weekly average of Amazon search volume was 73577.48.

In 2021, an authoritative organization certified Anker as the world's number one digital charging brand. It is the undefeated general in Amazon's consumer electronics category and a representative of native cross-border e-commerce brands. Its main products include mobile power supplies, chargers, data cables, Bluetooth peripherals and other digital peripherals.

Anker Innovations' business started online, and now it is one of the largest global consumer electronics brand companies in China in terms of revenue. In 2023, Anker Innovations' revenue reached 17.507 billion yuan, a year-on-year increase of 22.85%; net profit attributable to the parent reached 1.615 billion yuan, a year-on-year increase of 41.22%, and its performance continued to rise. Among them, the revenue of charging and energy storage was 8.604 billion yuan, a year-on-year increase of 25.12%.

1. SHEIN

SHEIN is a leading global fast fashion brand, with a search popularity of 179388.53, an average monthly organic traffic of 93252.01k on its independent site, and an average weekly search volume of 17652.07 on Amazon.

From a brand perspective, last year SHEIN achieved a revenue growth rate of approximately 40% to US$32.2 billion, surpassing Zara and H&M. Its net profit also roughly doubled to US$1.6 billion, with considerable earnings.

Although it started out as a fashion brand, SHEIN has formed a dual-engine model of "self-operated brand + platform" and is currently focusing on semi-hosting to help cross-border sellers expand their overseas business.

From a platform perspective, SHEIN won the championship in global shopping app downloads in 2023, leaving Temu, Amazon and others behind. According to research data, SHEIN became the third largest online fashion retailer in the United States last year, second only to retail giants Amazon and Walmart, and ahead of Macy's and Nike.

(Note: The search data of this list is relative, not absolute ; the independent site data is taken from the Direct and Organic Search statistics of Similarweb, and there may be a large error with the actual value ; some data are missing or 0, represented by / ; some brands involve common words, and the search data has been adjusted . In addition, there may be omissions in the brand selection, and sellers can supplement them.)