安克创新：从亚马逊充电头到全球数码充电领导品牌的成长之路

安克创新：从亚马逊充电头到全球数码充电领导品牌的成长之路

Anker Innovation: From Amazon Charger to Global Digital Charging Leader

中国出海品牌典范的崛起 | The Rise of China's Cross-border Brand Model

相信接触过亚马逊等平台的跨境卖家，对于安克创新并不陌生。作为"全球第一的数码充电品牌"，安克创新可以被称作中国出海品牌的典范。

For cross-border sellers familiar with platforms like Amazon, Anker Innovation is no stranger. As the "world's No.1 digital charging brand", Anker Innovation can be called a model for Chinese brands going global.

三个阶段打造国际品牌 | Three Stages to Build an International Brand

ANKER创始人兼CEO阳萌表示："起步于亚马逊，通过三个阶段打造。"

Anker founder and CEO Yang Meng said: "Starting from Amazon, it was built through three stages."

01 渠道品牌阶段 | Stage 1: Channel Brand

2011年，安克创新抓住亚马逊平台高评分商品价格过高、低价格商品评分过低的机遇，借助中国供应链优势，打造低价高性价比产品。

In 2011, Anker seized the opportunity on Amazon where high-rated products were overpriced and low-priced products had poor ratings. Leveraging China's supply chain advantages, it created affordable, high-value products.

02 改良品牌阶段 | Stage 2: Improved Brand

2019-2021年，安克研发投入分别达3.94亿、5.67亿和7.78亿元，研发人员数量达1605人。阳萌坚信："只要把技术做出来、把好产品做出来，就不担心其商业价值。"

From 2019 to 2021, Anker's R&D investment reached 394 million, 567 million and 778 million yuan respectively, with 1,605 R&D personnel. Yang Meng firmly believes: "As long as the technology and good products are developed, their commercial value is not a concern."

03 领导品牌阶段 | Stage 3: Leading Brand

2021年，ANKER在YouTube的测评视频播放量超100万，社交媒体流量占比7.58%。除亚马逊外，第三方平台营收增长92.47%，独立站增长83.57%，中国大陆市场增长194%。

In 2021, Anker's unboxing video on YouTube exceeded 1 million views, with social media traffic accounting for 7.58%. Revenue from third-party platforms other than Amazon grew by 92.47%, independent stations by 83.57%, and the Chinese mainland market by 194%.

坚守"长期主义"的力量 | The Power of Adhering to "Long-termism"

2020年充电类产品营收占比降为44%，智能创新类产品升至32.63%。阳萌表示："坚定走品牌之路，时间会长期给你回报。"

In 2020, the revenue share of charging products dropped to 44%, while smart innovative products rose to 32.63%. Yang Meng said: "Stick to the brand path, and time will reward you in the long run."

跨境电商进入专业时代 | Cross-border E-commerce Enters Professional Era

从安克创新的故事可见，跨境电商已从流量时代进入专业时代，需要从市场分析、产品开发、销售服务等多方面深耕。

Anker's story shows that cross-border e-commerce has entered a professional era from the traffic era, requiring in-depth cultivation in market analysis, product development, sales services and other aspects.