Anker cuts into new track

From OEM to innovation, Anker has been struggling in the market for 13 years and has become a cross-border consumer electronics giant with a market value of tens of billions. Including this year, Anker has been on the list of "Top 50 Chinese Global Brands" released by Kantar for seven consecutive years , and ranked first in the electronic accessories category.

But Anker’s product ambitions clearly go beyond this.

Anker updates its business categories and starts research and development on new tracks

On June 15 this year , at the board meeting held by Anker, the "Proposal on Changing the Business Scope and Amending the Articles of Association" was passed. Anker announced that in order to meet the company's business development needs, the company plans to expand its business scope to include the research and development, manufacturing and retail of household appliances , and to revise the business scope stipulated in the Articles of Association accordingly.

On July 25 , Ankefa announced that it had completed the change of industrial and commercial registration and obtained a new business license from the Changsha Municipal Market Supervision Administration .

At the R&D level, the categories have changed from electronic products, power equipment, intelligent technology, communication products, imaging equipment, facial recognition systems, points management software, and smart machines to mechanical equipment, special electronic materials, household appliances, intelligent robots, and Internet of Things technology .

In terms of manufacturing scope, there have been changes in electronic (gas) physical equipment and other electronic equipment, power electronic components, other electronic devices, mobile terminal equipment, household appliances, special electronic equipment, electronic components, electronic components and electromechanical component equipment, audio equipment, intelligent basic manufacturing equipment, intelligent vehicle-mounted equipment, wearable intelligent devices, and smart home consumer equipment.

Obviously, Anker is deeply rooted in "innovation" and is determined to firmly grasp the two important links of R&D and manufacturing and implement "independence" more thoroughly.

No longer limited to the research and development and sales of consumer electronics, smart home products, etc., Anker wants to expand into the hinterland, so components, equipment, etc. have become its key manufacturing business for future development.

In the past, Anker was only responsible for sales in the home appliance category, but now it has to develop and manufacture its own products. Entering a new track, the plate is getting bigger and bigger , but Anker has not been too busy and neglected. Today, its product lines are well recognized by the market, and its revenue is rising steadily.

Entering multiple tracks, Anker has entered new fields this year

In the "shallow sea theory" of Anker founder Yang Meng , 3C products such as mobile phones and computers with high customer unit prices and high barriers are the deep sea, like the Mariana Trench. Correspondingly, charging products and small household appliances are smaller shallow seas.

With its charging cables and charging heads, Anker has established a firm foothold in Amazon and become the "darling" of Amazon and Apple.

In the first half of this year alone, Anker's revenue from charging products reached 3.483 billion yuan, accounting for 49.30% of total revenue .

But if you only take one path, it may be difficult to survive in the great waves.

Moreover, competition in Anker's main charging and wireless audio 3C products is becoming increasingly fierce , with PISEN, UGREEN, and BASEUS eyeing them covetously. Now, the full-scale efforts in overseas markets will inevitably have a significant impact on Anker.

The market is bound to be divided up, and performance is naturally affected. Various factors have given rise to several new product lines for Anker.

For example, wireless audio products include Soundcore brand wireless Bluetooth headsets, wireless Bluetooth speakers and other products, as well as AnkerWork brand wireless Bluetooth microphones, conference cameras and other products. In just 6 months, this type of product brought Anker 1.563 billion yuan in revenue, accounting for 22.12% of the total revenue.

In the field of smart innovation, eufy smart home, Nebula laser smart projection products and other innovative product series are gaining momentum. In the past six months, these products have brought Anker 1.946 billion yuan in revenue, accounting for 27.54% of the total revenue.

Anker's speed in launching new products is also a key factor in its efforts to capture more market share. In the first half of this year , it also launched a number of new products in these three categories .

The application charging category includes the Anker three-in-one magnetic cube for Apple users, the portable Anker Nano Power Bank energy box, and the first outdoor emergency power bank, the Anker 548 Power Bank.

The smart innovation category launched the eufy Clean X9 pro all-in-one cleaning machine , the Mars 3, the world's first true outdoor portable projector, and announced that the eufy HomeBase 3 master control device will be compatible with the eufy Security smart door locks and smart doorbells.

In the wireless audio category, the company launched the deep noise-cancelling headphones soundcore Liberty 4 NC, the world's first portable high-fidelity spatial audio Bluetooth speaker Motion X600, the soundcore Rave Party2 portable capsule speaker, and the wireless Bluetooth microphone product AnkerWork M650 .

On June 14 this year , Anker also announced its full entry into the field of home energy , launching a consumer-grade new energy brand series - Anker SOLIX , and launching balcony photovoltaic energy storage products Anker SOLIX Solarbank E1600, as well as AnkerSOLIX F1200 portable mobile power supply and other products.

From data cables to home photovoltaics and energy storage, Anker has continuously enriched its product matrix and formed a global brand matrix consisting of Anker, soundcore, eufy, Nebula, AnkerWork, AnkerMake, etc.

In the past 13 years, Anker has grown from OEM to innovative manufacturing to form a global independent brand, all of which is due to Anker's increasingly "crazy" focus on research and development.

Anker invested 600 million yuan in research and development in half a year and is going to build a new R&D center in Changsha

In August , at a symposium on accelerating the construction of the core leading area of ​​the global R&D center city held in Hunan Xiangjiang New District, Anker Vice President Zhang Xi said that the new Hunan headquarters base will be built in Hunan Xiangjiang New District, and the group's Changsha R&D center will be built simultaneously .

Last year, Anker invested 1.5 billion to build its southern headquarters in Shenzhen, where high-tech talents abound. This year, it will expand its R&D center to Changsha, Hunan. It is reported that the Changsha R&D center will undertake front-end technology R&D functions such as product software development and AI technology application research .

The exploration of cutting-edge technologies in the industry is the key to Anker's success in the fierce market. Therefore, it has always been generous in its investment in R&D. In the first half of this year alone, it spent 599 million yuan on R&D , a year-on-year increase of 33.69%, while it invested 1.081 billion yuan in the whole of last year , a year-on-year increase of 38.8% . At this rate of growth, its R&D investment this year will also exceed 1 billion.

At the same time, Anker stated through its official channels that the company now has 1,820 R&D personnel, accounting for 50.34% of all employees.

With over one billion spent every year , R&D personnel make up the bulk of the company's workforce, so naturally the rewards from such a big investment are not small.

As of the first half of this year, Anker has obtained 122 invention patents, 777 utility model patents and 270 appearance patents in China, totaling 1,169 patents, and many more are being applied for. According to Qichacha data, as of press time, Anker has 1,566 patents worldwide.

From manufacturing, quality manufacturing to intelligent manufacturing, Anker has been deeply involved in R&D, and its products have won numerous international awards, including eight German Red Dot Design Awards and five Hannover Industrial (iF) Design Awards. As of the first half of this year, Anker has won a total of 130 international industrial design and innovation product awards .

With its core brand competitiveness becoming stronger and stronger, Anker continues to expand its global business by leveraging this strength. While actively consolidating existing mature markets, it continues to explore key emerging markets.

Anker built a multi-billion dollar business empire from a charging cable . Now, with a series of flagship product matrices, Anker pursues its ambitions in a low-key manner and continues to write myths.

Anker

Research and Development