Imagine preparing for a spontaneous trip or needing to work outdoors for extended periods - does battery anxiety immediately set in? In these moments, a reliable power bank becomes essential. In the fiercely competitive power bank market, alongside established players like Anker and Ugreen, a Chinese brand called CUKTECH is quietly making waves with its unique strategy.
From Behind-the-Scenes Player to Market Leader
Founded in 2016, Nanjing CUK Technology quickly gained recognition from Xiaomi, ZMI, and Shunwei Capital, becoming a key player in Xiaomi's ecosystem focused on power solutions. For six years, CUKTECH operated primarily as an OEM supplier , providing battery units to industry clients with annual production exceeding 70 million units, accumulating substantial technical expertise.
The turning point came in 2022 when CUKTECH launched its own brand and made a strategic move by absorbing ZMI's core team , known for its technical excellence in charging solutions. The subsequent merger of ZMI's brand and team under CUKTECH in April 2023 established a dual-brand operation, signaling its transition from manufacturer to branded player.
Product Strategy: Finding the "Just Right" Sweet Spot
Rather than engaging in spec wars, CUKTECH carved a distinct market position. The company strategically segmented its brands: CUKTECH targets the mid-to-high-end market focusing on outdoor and business scenarios for professionals aged 25-40, while ZMI maintains a budget-friendly approach for students and entry-level users.
For Western markets, CUKTECH developed high-capacity power banks (20,000mAh+) supporting 45W-140W fast charging with multiple ports for simultaneous device charging. In Southeast Asia, products emphasize multifunctionality and value, incorporating practical features like built-in stands and magnetic charging tailored to local preferences.
Global Expansion: Localized Operations and Scenario Marketing
CUKTECH's international approach demonstrates sharp market understanding. In Western markets capitalizing on outdoor recreation trends, the company launched a crowdfunding campaign on Indiegogo for ultra-high-capacity power banks (up to 40000mAh/400W), successfully generating buzz despite modest funding.
Southeast Asian markets saw a different strategy. The 2025 Malaysia launch featured three models emphasizing portability (magnetic charging), multifunctionality (stand+wireless), and professional performance (120W+TFT display), carefully adapted to regional usage patterns.
The company employs phased channel strategies, first introducing products on Shopee to build word-of-mouth among engaged young users before expanding to Lazada for broader reach. Its standalone website serves as a brand education platform , using minimalist design to communicate technical sophistication.
Industry Challenges and Market Resilience
The May 2025 safety incident involving competitor Romoss triggered industry-wide recalls and credibility crises. This accelerated market consolidation, eliminating price-driven competitors while value-focused brands like CUKTECH gained share through quality reputation.
On Amazon US, while overall sales remain in early stages, CUKTECH's 45W 20000mAh power bank ranks among bestsellers in its category. Similarweb data shows the brand's global traction with 64,500 monthly website visitors primarily from Vietnam, Mexico, and the United States.
Social media plays a key role in brand building. CUKTECH's TikTok channel (55,800 followers) achieved viral success with a "bare essentials" campaign exceeding 1.3 million views, demonstrating effective digital engagement.
Future Trajectory
Looking ahead, CUKTECH faces critical decisions about sustaining growth. Continued R&D investment in innovative features (solar charging, wireless capabilities) could maintain product leadership. Brand building through outdoor event sponsorships and influencer collaborations may enhance visibility.
Supply chain optimization, potentially through developing market production bases, could improve cost competitiveness. Deepened localization through regional offices would strengthen market-specific adaptations.
The company's journey reflects the evolution of Chinese electronics brands from price competitors to sophisticated global players differentiated by product strategy, brand identity, and operational agility.