36氪出海·关注｜出海品牌最大召回？安克创新的全球治理大考

Core Insights - Anker Innovations has initiated two major recalls of power banks in June, affecting both domestic and international markets due to potential fire hazards linked to lithium-ion batteries [2][3] - The total number of recalled products is expected to exceed 2 million units globally, marking a significant event for Chinese consumer electronics brands [3][6] Group 1: Recall Details - On June 12, Anker recalled over 1 million units of the PowerCore 10000 model A1263 in the U.S., produced between January 1, 2016, and October 30, 2019, and sold from June 1, 2016, to December 31, 2022 [2] - A second global recall on June 30 involved five models (A1257, A1647, A1652) and was linked to similar issues affecting domestic recalls [2][3] - In Canada, approximately 11,985 units were sold between December 2023 and June 2025, and in Japan, the recall affected several hundred thousand units, potentially becoming the largest recall in that market [3] Group 2: Financial Impact - Anker stated that the power bank category contributes about 10% to its overall revenue, and the recalled models represent a small fraction of over 100 models available globally [6] - The compensation for affected overseas users includes free replacements or gift cards, with recalled product prices ranging from $25.99 to $89.99 [6] - The financial loss from the recalls is estimated to be significant, with the potential for losses exceeding $1 million due to reported incidents [2][5] Group 3: Regulatory and Compliance Challenges - The recalls highlight the stringent regulatory environment for consumer electronics, especially those containing lithium batteries, in markets like North America and Europe [10] - Compliance with various local regulations for battery disposal and recycling is complex, with different countries having specific requirements [8][10] - The recalls serve as a stress test for Anker's operational capabilities and brand resilience in the international market [10]