Chinese consumer electronics brand Anker Innovations expands global footprint
According to its LinkedIn account, Chinese consumer electronics brand Anker Innovations unveiled its first standalone European experience store in Belgrade, Serbia, on April 26, 2025. Located in the Galerija Belgrade shopping mall, the store showcases Anker’s diverse range of innovative products, including mobile charging devices, smart home solutions, and audio entertainment tech, with exclusive discounts and celebratory events during the opening period.
This marks Anker’s first foray into the European market with a standalone store, choosing Belgrade in Central and Eastern Europe as its location. Consumer electronics brands typically expand overseas through retail chains and multi-brand 3C stores, but standalone stores offer stronger brand impact, albeit with a heavier operational commitment. The Central and Eastern European market, with its lower labor costs and proximity to Western Europe’s consumer base, has become a popular choice for many Chinese companies establishing production bases and logistics hubs.
Founded in 2011, Anker Innovations initially focused on cross-border e-commerce, selling consumer electronics accessories via Amazon before evolving into a global consumer electronics brand. Its product portfolio now includes power banks, cables, smart home devices, audio tech, and smart security solutions, serving over 120 million users worldwide. In 2024, Anker ranked among the top three in Amazon’s charging device market share, with annual revenue exceeding 20 billion yuan and R&D investment accounting for 6.55% of total expenditure.
In developed markets such as North America, the UK, Germany, and Japan, Anker has partnered with major retailers like Walmart and Best Buy while listing products on e-commerce platforms such as Amazon, AliExpress, eBay, Tmall, and JD.com, driving rapid offline revenue growth. The company has also set up offices in regions like the Middle East, collaborating with local retailers to expand its presence. Additionally, Anker has launched offline sales channels in Southeast Asia and other emerging markets.