If one marketplace provides more than half of revenue, should the brand prioritise reducing platform dependence or improving conversion in its existing channels?
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Background
Anker Innovations reported 2024 revenue of RMB 24.710 billion, up 41.14% year on year. Its products cover charging and storage, smart home and smart audio, sold to overseas consumers under brands including Anker.
Operating model
The company combines third-party marketplaces, its own site and offline channels: in 2024 Amazon accounted for 54.30% of revenue, its own site 10.13%, online channels 71.23% in total and offline 28.77%. This is a brand-led channel mix but still highly dependent on Amazon, with its own site and offline channels as supplements.
Evidence
Evidence: Anker's 2024 annual report summary discloses the revenue and channel shares above, and states that Amazon is the main third-party platform while the company also works with JD, Tmall, AliExpress, eBay and Douyin.
Teaching points
Going overseas as a brand is not simply choosing one marketplace or a standalone site. Marketplaces bring traffic and transaction infrastructure, a standalone site brings customer relationships and brand assets, and offline channels bring regional coverage; all three must fit product, pricing and fulfilment capabilities.
Discussion questions
For classroom discussion; there is no single correct answer.
As the share of a standalone site rises, which capabilities are required: acquisition, payments, logistics or after-sales?
Linked entries
Ecommerce platforms
PF-amazonSources and update time
安克创新科技股份有限公司2024年年度报告摘要 · Chinese original source
安克创新科技股份有限公司（深圳证券交易所） · 2025 · SRC-090