Since the beginning of the second quarter, a number of listed big sellers have successively announced specific financial data for the whole year of 2023. Some people cry and some laugh, and at present, Anker is still the biggest winner in the cross-border circle.
It is predicted that Anker will have a revenue of 22.3 billion yuan this year
On April 25, Anker, the 3C super seller, released its 2023 annual performance report.
In general, Anker sucked gold again last year. In 2023, Anker will achieve 17.5 billion yuan in revenue alone, nearly 23 percentage points higher than in 2022.
The growth in net profit is even more gratifying, from 1.1 billion yuan in 2022 to 1.6 billion yuan in 2023, an increase of 41.22%, and an increase of nearly 72% if calculated after deducting non-net profit.
Judging from the quarterly data, Anker's operating income is growing quarter by quarter, and the profit is the highest in the second quarter, which can achieve 500 million yuan in a single quarter.
This can be said to be a super bright report card in the cross-border circle, after all, in the context of the decline in revenue and net profit of most big sellers, and the economic downturn, Anker can still achieve overall data growth, which is a unique ride.
Thanks to all kinds of excellent performance, many securities institutions have high expectations for Anker's revenue performance this year and beyond.
The research report of Cinda Securities pointed out that as a leader in consumer electronics going overseas, Anker's profitability continued to be optimized. According to iFinD's consensus expectation, Anker is expected to achieve net profit attributable to the parent company of 1.92 billion yuan, 2.27 billion yuan and 2.39 billion yuan respectively from 2024 to 2026.
Guoyuan Securities predicted a month before Anker's financial report that Anker's revenue in 2023 will be 17.8 billion yuan, a year-on-year increase of 25%, and its net profit will reach 1.644 billion yuan. There is a small gap in the revenue figures, but the net profit forecast is almost accurate. It also predicts that in 2024 and 2025, Anker's revenue will reach 22.3 billion yuan and 26 billion yuan respectively.
The competition in the 3C track is not small, but Anker has been able to gain a firm foothold in the hot scramble for many years, which is attributed to four aspects according to the investment research report:
1. Tie Apple tightly to create differentiated competition;
2. Deepen the channel and leverage Amazon;
3. Take advantage of the dividends of the domestic supply chain and take root in overseas markets;
4. Firm brand building.
Anker's success is not only to seize the opportunities of the times, but also to continue to build brands and develop new categories, such as the development of six brands: Anker, eufy, soundcore, Nebula, AnkerWork, and AnkerMake.
Firmly grasp the field of charging and energy storage, deepen the field of intelligent innovation and intelligent audio-visual, based on brand effect, continue to create new popular models, and Anker continues to explore new markets and new channels.
This is also the main reason why a number of investment institutions and other industry personnel are optimistic about its future development.
It was sold for 10 billion yuan on Amazon alone
Let's talk about some of the larger data, and then let's take a look at some of the specific information provided in the financial report. For example, Anker's performance on Amazon is what everyone is most concerned about.
As the top seller on Amazon, Anker's multi-brand products dominate the BS list all year round, and the sales data is very good.
Last year, Anker sold 9.996 billion yuan on Amazon alone, nearly 10 billion, accounting for 57% of its total revenue, an increase of 25.37% over the previous year.
Third-party platforms such as JD.com, Tmall, AliExpress, eBay, and Douyin sold a total of nearly 1.1 billion yuan, accounting for only 6% of total revenue, but it also increased by 32.81% over 2022.
The fastest growing is its independent station, although the contribution of this channel only accounts for 7%, but it also has a revenue of more than 1.2 billion yuan, an increase of 83.87% over 2022.
Online channels have always been Anker's most important source of revenue, with 12.3 billion yuan last year, which contributed 70% to its total revenue.
From the perspective of market focus, the overseas market is still Anker's main battlefield, bringing nearly 16.9 billion yuan in revenue, accounting for 96%.
In fact, these excellent results are inseparable from Anker's heavy investment in research and development, last year it invested 1.4 billion yuan in this area, an increase of 400 million yuan over the previous year, and the number of R&D personnel reached 1,918, accounting for 47.75% of the company's employees.
Compared with the entire overseas industry, there are almost few such capital investment and personnel proportions, which has enabled many of Anker's products to win 8 Red Dot Design Awards in Germany, 5 Hannover Industry (iF) Design Awards and many other important international awards.
According to the data, by the end of 2023, Anker has won a total of 130 international industrial design and innovation product awards.
Perhaps this is also the reason why Anker has been deeply involved in the market for many years and can still maintain a good performance in the negative situation.
From charging and energy storage to intelligent audio and video, and intelligent innovation, Anker continues to enrich its brand matrix, incubating six major brands, including Anker, eufy, soundcore, Nebula, AnkerWork, and AnkerMake, and now each brand has a place in the corresponding field.
Last year, Anker's most powerful charging and energy storage brand Anker was listed in the "BrandZ™ China Global Brand List" for the seventh consecutive year, and ranked first in the electronic accessories category, and its revenue for the whole year last year was 8.604 billion yuan, with a year-on-year increase of 25.12%, accounting for 49.14% of the total revenue;
Intelligent innovation (eufy, AnkerMake) achieved revenue of 4.541 billion yuan, a year-on-year increase of 18.72%, accounting for 25.94% of total revenue;
Intelligent audio-visual (soundcore, Nebula, AnkerWork) achieved revenue of 4.285 billion yuan, with a year-on-year increase of 26.47%, accounting for 24.48% of total revenue.
And the latter two categories have greatly increased Anker's gross profit margin, making its overall gross profit margin reach 43.54% in 2023.
Jemet lost 90 million yuan
3C is a hot and profitable track, so in addition to Anker, Baseus, Greenlink, Pinsheng, etc. have all squeezed in.
In addition to energy storage and charging products such as data cables, cross-border e-commerce auspicious three treasures also have mobile phone cases and tempered films, among which the "first share of mobile phone cases" was also born - Jemet.
On the same 3C track, Jemet's life is far worse than Anker's.
On the same day as Anker, Jemet also released its 2023 performance report, showing that its revenue was 676 million yuan, a decrease of nearly 6 percentage points from 2022, and the loss decreased from 116 million yuan in 2022 to 92 million yuan in 2023, with a small reduction in losses.
Judging from the quarterly data, Jemet was only profitable in the third quarter last year, earning 4.85 million yuan.
At present, all overseas sellers are actively expanding their brand business. Last year, Jemet's private label business achieved revenue of 112 million yuan, accounting for only 16.54% of total revenue, and 23.21% in 2022.
However, in terms of gross profit, the gross profit margin of Jemet's own brand is as high as 54.67%, an increase of 5.46% over 2022; ODM/OEM business is only 10.48%.
At the same time, Yien.com also noticed that Jemet's overseas business decreased by 38%, and its overseas market revenue was 223 million yuan last year, accounting for only 33%, and this market accounted for 50.07% in 2022.
This is the fourth year that Jemet has been on the market.
In the more than ten years since its establishment, Jemet has carried out in-depth cooperation with Huawei, Samsung, Apple and other major mobile phone manufacturers through mobile phone cases, and finally went public on the same day with Anker, becoming the "first stock of mobile phone cases".
But now the two seem to be going to two extremes, one has a net profit of one billion, the other has been losing money year after year, and the same is the 3C track, although the specific categories are different, but the unlimited dividends of the big market seem to have overturned on Jemet.