In September 2025, at the Berlin International Consumer Electronics Exhibition (IFA), Anker Innovations founder Yang Meng stood on the podium, presenting a brand-new Anker to the world, with a completely refreshed brand image, vision, mission, and brand architecture.

Fourteen years ago, Anker was just a small company starting out with portable chargers and power banks, with a simple promise: “Reliable charging anytime, anywhere.” Now, Anker has grown into a global technology company. In 2024, Anker Innovations’ total revenue reached 24.71 billion yuan, a year-on-year increase of 41.14%.

Behind the high growth against the trend is the long-term victory of Anker Innovations’ deep cultivation of products, brand layout, and full-channel integration.

 

Image source: Google

A Transformation Path of “Created in China”

According to records, Anker Innovations was founded in 2011, originating from a market insight by founder Yang Meng.

After noticing a gap in the overseas consumer electronics accessories market between “high-priced originals” and “low-priced inferior white-label products,” he resolutely returned to China to start a business, determined to fill the mid-range quality market gap of $20 - $100.

Over the next decade, Anker Innovations completed its transformation from seller to brand to tech giant. In 2020, it successfully went public on the Shenzhen Stock Exchange’s ChiNext board, becoming the “First Stock of Cross-border E-commerce in Consumer Electronics”.

 

Image source: Anker Innovations

Its development trajectory is also clearly visible:

－Vertical product improvement: Continuous high R&D investment is its cornerstone. According to public financial reports, from 2021 to 2023, its R&D expenses reached 778 million, 1.08 billion, and 930 million yuan respectively, with the proportion of revenue steadily increasing.

－Horizontal category expansion: Starting from charging devices (Anker), it gradually incubated multiple brands such as smart home (eufy), audio (Soundcore), etc. In 2024, its energy storage business revenue exceeded 3 billion yuan, a year-on-year increase of 184%; Soundcore wireless earphones topped the global shipment volume among Chinese audio brands.

This “not putting all eggs in one basket” multi-brand matrix strategy not only disperses risk, but also precisely covers different consumption scenarios and groups, forming a strong synergy and risk resistance capability.

 

Image source: Anker Innovations

Multi-platform, localized omni-channel marketing layout

Excellent products are the foundation, but what makes Anker Innovations stand out among many brands is its precise and efficient multi-platform channel layout strategy. Among them, its layout on TikTok is particularly worth analyzing in depth, showing how a brand systematically conquers an emerging channel.

1. TikTok

On TikTok, Anker does not use a single global account, but adopts a refined, regional operation strategy, creating an account matrix covering key markets such as Japan, Thailand, the Philippines, and Vietnam.

Each account operates independently, with almost all having over ten thousand followers, forming a solid localized community foundation, enabling the brand to reach accurately in different cultural contexts.

 

Image source: TikTok

This time, we will take Anker’s Vietnam account @anker.vietnam.official as an example to analyze their TikTok operation model and strategy. Interested partners can learn from it.

So far, this account has accumulated 246,000 followers, with total video views exceeding 14.34 million. Its operation strategycan be simply described as “core product focus+short, fast content+direct conversion guidance” closed-loop model.

First, the account focuses on core charging products, presenting product highlights quickly in 15-30 seconds through frequent Unboxing videos and feature demonstrations.

This content strategy highly matches Southeast Asian users’ preference for “short and fast” content consumption habits, quickly capturing user attention and effectively conveying product value.

 

Image source: TikTok

In addition, each video is equipped with a clear “Check and buy now” call-to-action, directly guiding traffic to the brand’s TikTok shop, forming a perfect closed loop from content engagement to purchase conversion.

From the shop data, the effect of this strategy is also obvious. As of now, Anker Vietnam’s TikTok shop’s total sales have reached $1.7 million, with total sales exceeding 100,000.

 

Image source: echotik

Besides short video sales, live streaming is another key engine for sales growth.

Anker Innovations adopts the TikTok live streaming agency operation model, cooperating with domestic service providerTuKe Overseas to build professional live streaming systems for the US, UK, and Vietnam markets.

This cooperation model also brings significant advantages. TuKe Overseas completed the setup and launch of the US and UK live streaming rooms in just 5 days, and the Vietnam live streaming room started operation on the 7th day, demonstrating the efficient execution of professional service providers.

 

TuKe Overseas builds Anker live streaming room

Taking the Vietnam live streaming room as an example, TuKe Overseas tailored a systematic and refined operation management system for Anker Innovations.

The team uses a localized host lineup, not only fluent in language but also deeply understands local consumers’ cultural psychology and shopping habits. At the same time, TuKe Overseas’ operation scientifically plans the live streaming process, from pre-heating interaction to conversion strategies, effectively improving overall marketing efficiency.

From the interactive floating comments in the live streaming room, there are many effective comments such as “Which one is better?” “What’s the difference between the two?” Overall, a relatively stable live streaming system has been formed.

 

Image source: TikTok

Of course, the final results are also very good. Data shows that in the recent 5 live streams, the total duration was 50 hours and 35 minutes, with an average duration of over 10 hours per session, total sales of 2,509,000 Vietnamese dong, and average sales per session of 502,000 Vietnamese dong, demonstrating the stable output brought by continuous operation.

 

For companies wishing to go overseas but lacking live streaming experience, choosing an agency service provider with big brand service experience is indeed an efficient choice to quickly enter new markets and reduce trial-and-error costs.

This model not only solves the problem of cross-cultural operation, but also leverages the experience of professional teams to quickly increase live streaming sales.

 

2. YouTube

In its social matrix, Anker Innovations’ positioning of the YouTube platform is completely different from TikTok, focusing more on in-depth technology display and building a high-end brand image.

So far, its official channel @AnkerOfficial has more than 118,000 subscribers and has published nearly 600 videos. The channel content mainly adopts three forms: product feature introduction, performance demonstration, and scenario-based cooperation with tech creators.

In addition, Anker also adds official website links to its videos, which helps convert platform traffic into brand-owned traffic, providing a foundation for subsequent user cultivation and conversion.

Overall, the value of this operation strategy lies in building technical trust through professional content, while providing continuous brand exposure for products, suitable for tech brands to adopt and learn from in their overseas expansion..

 

Image source: YouTube

3. Offline Channels: Building an Omni-channel Physical Network

Beyond online presence, Anker Innovations’ systematic layout of offline channels is a key part of its brand globalization and omni-channel user reach.

In mature markets such as North America, Anker Innovations chooses to establish long-term cooperation with leading chain supermarkets such as Walmart, Best Buy, and Target. The cooperation is not simply shelf display, but through shop-in-shop models and joint marketing activities at key promotional nodes, deeply integrating into local consumer shopping scenarios.

Through online-offline synergy, breakthroughs in emerging markets, and ecological cooperation, today, Anker Innovations hasbuilt a three-dimensional channel network covering more than 140 countries and regions, and this strong channel capability has become a key engine driving its sustained performance growth.

 

Image source: google

From “Going Out” to “Blending In”

Anker Innovations’ success is not just an isolated case, but also provides a replicable path for Chinese companies going global.

Overseas markets are full of infinite possibilities, but success does not come by chance. It requires the triple forging of product strength, brand strength, and channel strength, a deep understanding of each market’s unique culture, and the courage to integrate into the local business ecosystem.

For companies wishing to quickly build high-conversion overseas live streaming rooms and reduce trial-and-error costs, it is worth learning from Anker Innovations’ cooperation model and choosing to work with experienced TikTok live streaming agency service providers like TuKe, efficiently launching a new engine for global market growth.

As a TikTok officially certified US TAP/TSP/MCN agency, weTuKe Overseas can provide enterprises with full-chain services from 0 to 1 live streaming room setup, local host recommendation, live streaming process design, real-time data optimization, and multi-region agency operation, covering key markets such as the US, UK, and Southeast Asia.

If you also look forward to achieving breakthroughs in live streaming conversion on TikTok, feel free to contact TuKe. Our professional team will help you efficiently build a highly interactive, highly converting overseas live streaming room.