Topped the Amazon seller list, Anker's revenue in the first half of the year exceeded 9 billion

In 2024, Anker Innovations will still be the leading cross-border e-commerce brand.

The recently released "Top 100 Chinese Cross-border E-commerce Brand Influence List 2024H1" shows that based on a comprehensive examination of the three dimensions of search popularity, independent site natural traffic and Amazon search volume, Anker Innovations ranked second with its strong market influence.

At the same time, in the latest monthly top 100 sellers list of Amazon US released by Marketplace Pulse, AnkerDirect, a store under Anker Innovations, jumped to second place. Among them, Pattern, which ranked first, is a multi-brand distributor in the United States. Many industry insiders believe that from the perspective of a single brand, AnkerDirect is already the well-deserved number one store on Amazon.

In addition, Anker Innovations recently handed in its semi-annual report card, which also once again declared its status as the "number one cross-border company." [To fight the cross-border peak season, the actual combat strategy is detailed. Click here to register for the Amazon Global Selling 2025 Big Sales Launch Conference ]

In the first half of 2024, Anker Innovations' performance continued to rise.

During the reporting period, Anker Innovations achieved total operating revenue of 9.648 billion yuan, an increase of 36.55% compared with the same period last year ; net profit was 872 million yuan, a year-on-year increase of 6.36%; net profit after deducting non-recurring gains and losses was 766 million yuan, a year-on-year increase of 40.53%.

Regarding the reasons for the increase in operating income during the reporting period, Anker Innovations pointed out that it was mainly due to the company's continued market expansion, continuous launch of new products, and continued expansion of offline and online sales .

In terms of regions, from January to June 2024, Anker Innovations achieved revenue of 4.627 billion yuan in its core North American market, a year-on-year increase of 40.68%, accounting for 47.95% of total revenue . At the same time, in mature markets such as Europe and Japan, Anker has achieved stable growth with revenue exceeding 1 billion yuan, relying on its steady operations, despite the overall growth pressure in the consumer industry.

In terms of product categories, during the reporting period, Anker's three core product lines all achieved significant growth:

1. Charging energy storage

Including Anker brand digital charging devices and related accessories, as well as Anker SOLIX series of home photovoltaic and energy storage products, the company achieved revenue of 4.975 billion yuan during the reporting period , a year-on-year increase of 42.81%, accounting for 51.56% of total revenue.

In the first half of 2024, Anker launched a series of innovative charging and energy storage products, including the Anker SOLlXC800Plus outdoor power supply that meets outdoor emergency lighting needs, and the Anker MagGo ultra-fast magnetic wireless charging series with Qi2.0 certification.

2. Intelligent Innovation

Including eufy smart home and AnkerMake 3D printing product series, the company achieved revenue of 2.36 billion yuan during the reporting period , a year-on-year increase of 35.33%, accounting for 24.46% of total revenue.

In the field of smart home security, Anker launched the eufy 4G LTE Cam S330 in the first half of this year. In the field of smart cleaning, Anker launched the eufy X10 Pro Omni in February this year.

3. Smart audio and video

The product series, including brands such as Soundcore, Nebula and AnkerWork, achieved revenue of 2.309 billion yuan during the reporting period , a year-on-year growth of 30.84%, accounting for 23.93% of total revenue.

In the field of wireless Bluetooth headsets, Soundcore has successively released a number of innovative products such as the Soundcore C30i ear-clip headphones; in the field of smart office, the AnkerWork brand launched the AnkerWork S600 in March this year.

In terms of online channels, Anker Innovations mainly conducts refined online operations and sales through third-party platforms and its own independent platforms, among which Amazon accounts for the majority of sales revenue on third-party platforms. During the reporting period, Anker Innovations' operating income from Amazon reached 5.042 billion yuan, a year-on-year increase of 27.71%, accounting for 52.26% of total revenue.

It can be seen that although Anker continues to strengthen the construction of independent sites and the proportion of complex product categories has increased, the revenue of its six independent sites soared 102.85% to 925 million yuan during the reporting period, but the proportion of total revenue is still less than 10% (9.59%).

Therefore, some sellers believe that at a time when diversified channel layout has become a major trend, "difficult to break free from channel dependence" is still a major concern for Anker to accelerate its performance growth.

In addition, compared with previous years, although Anker's revenue and net profit maintained steady growth, the growth rate of net profit in the first half of 2024 could not hide its fatigue. From 2022 to the first half of 2024, the year-on-year growth of net profit was 41.01%, 42.33% and 6.36% respectively (all semi-annual report data).

In addition to the intensified market competition and the disappearance of channel dividends, the dilution of Anker's R&D expenses after expanding its product categories is also an important factor.

However, overall, Anker Innovations is still recognized as the "number one cross-border seller" in the industry, thanks to its mature product line and brand matrix. However, few people know Anker's other identity.

Anker's founder Yang Meng once used a martial arts competition to metaphorically describe the business world in a conversation with the media: when your team has the East Evil, West Poison, South Emperor and North Beggar, you certainly wouldn't say you want to play according to the formation, but if there aren't enough powerful people, then you have to consider forming a "Tian Gang Bei Dou Formation" .

In fact, this obviously applies to the underlying logic of corporate product expansion.

It is learned that Anker Innovations, as an "investor", has also been active in the industry for a long time.

Judging from its internal investment , Anker Innovations is not satisfied with its power bank product business line. In addition to Anker, it has also invested in five major brands: eufy, soundcore, Nebula, AnkerWork, and AnkerMake. The main purpose is to avoid a single category and gradually move from easy-to-control areas to complex areas, and to create a brand with leading value in each category.

Although the development of other business lines is still not as good as Anker's, eufy and soundcore have also grown into leading brands with annual revenue exceeding 3 billion, with good market performance, and the six major brands have also created a basic "Tiangang Beidou Formation" for Anker.

In terms of overseas investment , Anker Innovations has invested in many companies including Nanxin Technology, Poseidon, Zhiou Technology, Zhirong Technology, Blueshine Technology, Ganfeng Lithium Battery, Bestech, Convenient Electric, Metarans and Zenith Star, most of which are in the cross-border e-commerce and charging energy storage categories .

Among them, in the field of cross-border e-commerce , the companies invested by Anker cover a wide range of fields, including outdoor products, furniture manufacturing, mold devices and other fields; in the field of charging and energy storage , Anker focuses on investing in upstream links and technology companies in the 3C electronics industry chain, that is, companies responsible for supplying various raw materials and components for 3C products, as well as battery and power chip research and development.

Therefore, judging from Anker's investment situation, many industry insiders speculate that Anker's investment in cross-border e-commerce companies seems to be laying out its development of new business lines, while its investment in charging and energy storage companies is intentionally concentrated in the upstream of the industrial chain and in the technology field, aiming to strengthen the competitiveness of its core brand Anker .

So far, cross-border brands under Anker-invested companies such as KastKing, Donner, and Govee have all achieved impressive performance growth, which to a certain extent confirms Anker's keenness in the field of venture capital.

However, whether Anker will use investment to develop new business lines and consolidate its product moat is still an unknown. For Anker, which adheres to long-term branding, the issue that it is more concerned about at the moment is how to ensure the continuous improvement of the company's product core competitiveness and net profit growth while consolidating and improving its technological research and development advantages.