跨境电商在中国数字化拥有关键的地位，但是跨境电商卖家整体面临多种不同的挑战。其中比较重大的问题是近五年，大部分跨境电商卖家都不能成功在中国市场上市。而跨境电商卖家中能上市并且能维持利润增长的更是少之又少。安克创新是为数不多五年内成功上市的跨境电商卖家并且上市后收入和净利润每年都有增长。 因此，研究安克创新的案例可以为其它跨境电商卖家带来启发。 本文的研究内容包括了解行业所面临的机遇与挑战，了解安克的优势以及其如何形成差异化，了解安克的劣势， 了解安克需要发展的新优势及其如何利用机遇去克服威胁。 本文的研究方法包括文献综述， PEST 分析和 SWOT 分析。 从文献綜述中我们了解到跨境电商所面对的痛点包括不熟识跨境商业环境，运营成本高，不熟识国外的监管要求和市场，人才不足，产品同质化从而导致恶性竞争，资金不够和欠缺跨境支付能力等。 通过 SWOT 分析，我们发现安克的优势在于重研发，利用战略联盟绑定来把控供应链，制造差异化和可靠的产品，透过在亚马逊卖货快速增长，打造强大的管理团队，打造合适的公司结构和坚持合规性等。而安克的弱点包括分销渠道多元化程度低，没有自己的物流公司，没有自己的工厂和行业进入门槛低。 安克的机会包括利用充足的现金流研发新产品，投资企业和技术，以及善用政府政策去维持增长等。 安克的威胁包括行业竞争加剧，新技术和商业模式带来的威胁，全球化的负面影响和与亚马逊带来的竞争等。此外， 本文还运用PEST分析来帮助了解行业的宏观环境。从 PEST 分析中我们了解到，政治环境是积极的，经济环境是消极的，社会和技术环境是中性的。 综合来说， 本文发现安克所需要建立的优势包括多元化的分销渠道，增加战略供应商的数量，建立工厂，开发新产品，投资公司和技术，数字化和标准化的供应链和运营，以及探索新的商业模式等。然后， 安克的差异化策略需包括利用市场数据研发去开发差异化和可靠的产品。此外，安克利用亚马逊平台去高速发展，建立合规的公司结构，并打造一流的团队。 安克的团队深耕海外，了解当地的文化与喜好。 差异化的策略让安克在上市后的营收和净利润都持续增长。综上所述， 安克作为跨境电商卖家的标杆企业，成功打造了知名品牌，分析安克可以为其它企业带来一定价值的借鉴。

Cross-border e-commerce plays a key role in China’s digitization, but cross-border e-commerce sellers face a variety of different challenges. One of the bigger problems is that in the past five years, most cross-border e-commerce sellers have not been able to successfully get listed on the Chinese market while maintaining growth. Anker Innovations is one of the few cross-border e-commerce sellers that has been listed within the last five years and has continuous growth in both revenue and net profits. Conducting a case study on Anker Innovations can provide insights for other sellers. My research goals include understanding what opportunities and challenges the industry is facing. To understand what strengths Anker has developed to differentiate themselves from others and understand the weaknesses of Anker and to understand what new strengths Anker needs to develop to take advantage of opportunities and overcome threats. My research methodologies include using literature review, PEST analysis and SWOT analysis. From the literature review, we learned that the challenges faced by cross-border e-commerce include unfamiliarity with cross-border e-commerce, high operating costs, unfamiliarity with regulatory requirements, unfamiliarity with foreign cultures, lack of talents, vicious competition caused by selling homogeneous products, insufficient funds, lack of capital and weak cross-border payment capabilities. We have identified Anker’s strengths to be strong in research and development, form strategic alliance to secure supply chain, sell differentiated and reliable products, leverage on Amazon, have a strong management team, build proper company structure and have strong compliance. The weaknesses of Anker include low diversification of distribution channels, Anker has no logistic companies, no factories, and low barriers of entry. The opportunities of Anker include using cashflow to develop new products, invest in companies, invest in new technology and take advantage of government’s policies. The threats of Anker include increased competition, technology disruption, disruptive business model, globalization, and Amazon competing against Anker. Additionally, I have used PEST analysis to help understand the macro environment of the industry. From the PEST analysis we have understand that the political environment is positive, economic environment is negative, and social and technology environments are neutral. From the SWOT analysis, I have identified that Anker need to build strengths such as building diversified distribution channels, increasing the number of strategic suppliers, building their own factories, developing new products, investing in companies and technologies, digitalizing and standardizing their supply chain and operations, and exploring new business models. I have also identified the differentiated strategies of Anker. The strategies include investing in research and development to develop differentiated and reliable products. Anker adopted market-based research that focuses their research based on market data. Anker leveraged on Amazon to grow through early stage. Anker has built a proper company structure with a strong compliance mindset. Anker recognizes the importance of talents and insists on building a top-tier team, and the team is deeply rooted overseas to understand their local culture and preferences. The differentiated strategies allow Anker to grow in both revenue and net profits continuously even after getting listed. In summary, Anker, as a benchmark enterprise for cross-border e-commerce sellers, has successfully built a well-known brand and analyzing Anker can provide good reference for other companies.