Anker sold over 200 million units in its first year! This category is making a lot of money

"No matter when or how the market changes, the 3C product market is still in a state of competition."

In the field of going overseas, the 3C category has always been a fierce competition. When it comes to what products to use to enter the cross-border e-commerce market , the 3C category will be the first choice for most people .

Through various overseas brand influence lists in recent years, we can see that 3C brands are numerous on the list, and on some lists, more than 30% of them are 3C brands.

The 3C market has nurtured many vertical brands , including ANKER , SHARGE , etc. in the field of power banks , UGREEN, PISEN , etc. in data cables , X-doria , PITAKA , etc. in mobile phone cases . In the field of headphones , Ankerbu has Soundcore , Edifier has EDIFIER , and Baseus ' headphones are also selling well .

Anker relies on it to generate hundreds of millions of revenue a year

Survey data released by well-known consulting firms Counterpoint and FutureSource indicate that global TWS headset shipments will increase from 46 million units in 2018 to 308 million units in 2023 , with an average annual compound growth rate of 46.27% .

Anker had foresight and launched its own wireless headphone brand Soundcore in 2017. Against the backdrop of the above-mentioned super dividend, this brand brought huge revenue to Anker.

According to the earlier prospectus, in 2017, Anker's first year of making wireless headphones (excluding wireless speakers), the product sold nearly 220 million yuan, with sales of nearly 1.55 million units .

In 2018 and 2019, Anker's wireless headphones sold better and better, with sales reaching 530 million yuan and 753 million yuan respectively, and sales volume also increased to 2.9 million and 3.55 million respectively . In the total sales share of all Anker products, the proportion of wireless headphones increased from 5.64% in 2017 to 10.14% in 2018 and 11.33% in 2019 .

After going public in 2020, Anker integrated all its wireless audio products, including wireless headphones and wireless speakers, into the brand Soundcore , and the specific product revenues were also integrated together.

In the same year, Soundcore tracked changes in market consumption, launched high-quality innovative products in a timely manner, used a number of flagship models to create a benchmark brand, quickly occupied a certain market share, and achieved significant growth in 2020. Financial report information shows that in 2020, Soundcore 's revenue reached 2.121 billion yuan, an increase of 65.78% compared with 2019 , accounting for 22.68% of Anker's total revenue .

From 2021 to 2023, Soundcore 's revenue reached 2.852 billion yuan, 2.822 billion yuan and 3.778 billion yuan respectively, accounting for 22.68% , 19.80% and 21.58% of Anker's total revenue .

With the continuous enrichment of product categories, revenue and proportion continue to rise, and wireless audio products have become one of Anker's important sources of income .

Judging from the development trend from 2017 to 2019, the sales share of wireless headphones has been increasing, surpassing that of wireless speakers. If this trend continues, the product revenue of wireless headphones will also account for the majority of Soundcore's revenue.

How popular is Soundcore in the market?

Data from research firm Futuresource shows that in the second quarter of 2020 , the Soundcore brand ranked 7th in global headphone brand market share ; according to Amazon's real-time ranking data on December 31, 2020 , Soundcore brand wireless headphones ranked first in sales in the Amazon Japan category .

In 2021, after Anker launched the upgraded flagship wireless Bluetooth headset Soundcore Liberty 3 Pro , the peak Google search index of the " Soundcore " brand increased by 200% compared to the average .

Today, Soundcore products are very popular among consumers on Amazon . Searching for Soundcore as a keyword shows that most products have monthly sales of thousands or even tens of thousands.

Taking one of the wireless headphones as an example, since it was put on the shelves, the listing has collected 77,000 reviews, with a rating of 4.5 stars. Last month, sales exceeded 10,000 units, and it is the TOP1 on the BS list of the "Over-Ear Headphones" category on Amazon , surpassing super brands such as Sony, Beats, and Apple.

On the list, Soundcore has a listing ranked 16th, with more than 68,000 reviews since it was put on the shelves, and sales of more than 6,000 units last month; the product ranked 24th is also a Soundcore product, which is marked as "Amazon Choice" and has more than 77,000 reviews since it was put on the shelves, and sales of more than 4,000 units last month.

Another pair of Soundcore in-ear Bluetooth headphones, priced at $24.99, also performed well on Amazon, receiving nearly 20,000 reviews after being put on the shelves, and sales exceeded 10,000 units last month.

Whether it is making power banks, headphones, or even other audio-visual products and household products, Anker can occupy a place in the market. Now that the headphone category is bringing it more revenue, it has further secured its position as a leader in 3C overseas expansion.

Baseus , Edifier , and Paimate seize the explosive growth period

On Amazon, searching with the keyword "earphones" shows that there are 8,000 listings for sale on the platform . Compared with other sub-categories with tens of thousands of listings, this number seems a bit "niche", but in fact, earphones have nothing to do with the word "niche".

Compared with 3C products such as data cables and mobile phone cases , the vertical 3C product of headphones pays more attention to brands, and most mobile phone brands also have headphone product lines, such as Apple, Huawei, Xiaomi, etc. In addition, global brands focusing on the headphone track such as Beats have long gained a group of loyal consumers.

However, it is also mentioned above that the global shipments of headphone products are increasing rapidly. In the era of short video social networking, consumers who pay more and more attention to the enjoyment of "visual + auditory" are rapidly increasing their demand for headphones.

Judging from the sales of headphone listings on the Amazon platform, the monthly sales of many listings can exceed 10,000 pieces, and the minimum ranges from 2,000 to 3,000 pieces. Different brands such as Apple, Sony, JBL, bmani, TOZO, Boean and even Amazon's own brands have performed very well, and it is not difficult to achieve monthly sales of thousands to tens of thousands.

Against this backdrop, more and more of our overseas headphone brands have ushered in a period of explosive growth.

Baseus , a 3C giant that has expanded overseas , also has a headphone product line, and its performance is excellent. In June last year , Baseus launched a new Bluetooth noise-cancelling headphone on Amazon. In just half a year, the product not only had the Amazon Choice logo, but also appeared in multiple US and Asian sub-category BS charts. During the peak period , it achieved a monthly sales of over 10,000 orders .

In April last year , Chen Linsong, head of design innovation at Baseus , also said that the brand's TWS Bluetooth headsets accounted for more than 2.5% of global shipments .

Founded in 2010, Padmate, which was originally engaged in OEM business, transformed into a DTC model in 2018 and entered the overseas track through overseas crowdfunding and independent websites. In the same year, its brand Padmate launched its first TWS Bluetooth headset and launched it on the crowdfunding platform Indiegogo , which instantly triggered a buying frenzy and eventually received 9381% over-subscription .

In two years, Padmate has won four crowdfunding titles on Indiegogo, received over 10 million US dollars in subscriptions, and instantly became a dark horse brand of headphones on the market.

Edifier, a long-established Chinese headphone brand, has also gone overseas and is thriving overseas with brands such as EDIFIER .

According to the financial report, Edifier's revenue in 2023 was 2.694 billion yuan, a year-on-year increase of 21.64%; net profit was 420 million yuan, a year-on-year increase of 70.17%. Among them, overseas revenue was 620 million, a year-on-year increase of 36%, and T WS headset shipments reached 5.5 million pairs, ranking in the top ten of the global TWS headset rankings .

Other data shows that EDIFIER achieved a monthly sales growth of RMB 1 million in Vietnam in just half a year .

Whether building a brand or simply selling goods on a third-party e-commerce platform, the 3C category is "enduring", and there is still a steady stream of sellers rushing into the market . Who will be the dark horse in this fierce competition, and who will be eliminated by the waves?

Anker

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