1. From Charging Products to the Mother and Baby Market

How cross-border brands break through the growth ceiling of mature categories is a challenge the entire industry is exploring. Recently, Anker Innovations has set another example for the cross-border sector.

According to Anker's internal data, the wearable heating breast pump under its eufy brand achieved a staggering 736% annual growth rate in 2025, ranking first among all product lines.

When it comes to eufy, many still associate it with smart home products. Its robot vacuums and smart security devices once achieved impressive results in overseas markets. But in recent years, the brand has been expanding into more household consumption scenarios, with mother and baby as a key focus.

Interestingly, in an era when everyone talks about "consumption downgrade," eufy's wearable breast pump did not grow by relying on low prices.

Take the eufy S1 Pro wearable breast pump for example. Priced at $349, it is significantly higher than the $199 or $239 of most competing products, yet it consistently stays at the top of its category in sales.

The fundamental reason is not the halo of the “Anker” brand name, but that it addresses real functional pain points.

For categories like mother and baby products with strong demand and heavy reliance on experience, price is often not the primary factor in decision-making. Whether the product is easy to use, comfortable to wear, and truly eases childcare burdens determines repeat purchases and reputation. As long as it genuinely solves real problems, consumers are willing to pay a premium for the experience.

On the surface, 3C digital products and maternal-infant goods belong to completely different tracks, but Anker’s core competencies accumulated over the years can be seamlessly transferred to new categories. For example, technologies like precise temperature control and low-noise motor speed regulation commonly found in consumer electronics become differentiated features in a breast pump, such as soothing heat compresses and precise suction adjustment, immediately setting it apart from ordinary products in terms of experience.

In other words, succeeding in overseas markets is no longer about "who is cheaper." Products that only compete on price can be easily replaced, but those that truly solve user problems can build more sustainable competitiveness.

2. Seeking a Second Growth Curve

Earlier this month, Anker Innovations officially listed on the main board of the Hong Kong Stock Exchange, completing its “A+H” dual capital platform setup.

After the listing, attention on the company reached new heights, and founder Yang Meng’s earlier remark that “power banks will likely disappear in a few years” has been revisited.

This statement is by no means a denial of the current charging business, but rather, from the perspective of consumer electronics industry patterns, it highlights that a single category can hardly support a company’s long-term growth.

In fact, the charging business remains Anker’s foundation and continues to provide a stable revenue base.

According to the financial report, in full-year 2025, both revenue and net profit attributable to the parent company hit record highs, with total revenue exceeding 30.514 billion yuan and net profit reaching 2.545 billion yuan. Among these, the charging and energy storage segment was the most solid “ballast stone,” contributing 15.402 billion yuan in revenue and accounting for about half of total revenue.

But a company seeking long-term growth cannot rely on a single mature category forever, making the search for a second growth curve imperative. The report also shows that in 2025, its smart innovation business generated revenue of 8.271 billion yuan, leading all segments with a 30.53% year-on-year growth rate. The smart audio and video business also made steady progress, achieving revenue of 6.833 billion yuan and increasing its share to 22.39%.

All in all, from charging products to smart homes and then to maternal-infant smart hardware, Anker’s development path is not simply about chasing trends. The underlying logic is leveraging its strengths to explore new consumption scenarios.

For many cross-border brands facing growth bottlenecks, this gradual extension of capabilities is perhaps more worth referencing than blind diversification.

Commentary from Seller’s Home

Anker Innovations’ success in crossing over to the mother and baby sector once again proves that the growth ceiling for mature brands lies in category expansion and supply chain reutilization. The core value is "brand trust transfer" and "technological disruption from a higher dimension." Sellers should focus on its product selection logic and R&D efficiency rather than simply following product trends.

Source: E-commerce Pai
Original link: https://www.pai.com.cn/p/01kxdd6ps39rqc2jtbv2at55z0