Kinber, Co-Founder and General Manager of Movespeed, sat down with TECHx Media to discuss the brand’s journey, innovation, and global expansion. As a high-end consumer tech brand under Aohai Technology, Movespeed leverages industrial-grade expertise in R&D, production, and quality control to deliver reliable, stylish, and technology-driven products. With a presence in over 80 countries, Kinber shares how Movespeed translates cutting-edge technology into consumer solutions while building a trusted global brand.

Please provide a brief overview of Movespeed, including its organizational structure, relationship with its parent company Aohai, and collaborative efforts between the two companies in R&D, production, and brand promotion.

MOVESPEED, headquartered in Shenzhen, China, is a wholly-owned high-end innovative brand under A-share listed company Aohai Technology (stock code: 002993), targeting the personal consumer market.

Currently, the brand center team of Yisu Technology has a scale of nearly 200 people. Relying on the deep accumulation of its parent company Aohai Technology in research and development, manufacturing, and financial strength, it has quickly established a solid foothold in major e-commerce platforms such as China and Amazon, achieving top-tier market performance.

Synergistic Development Advantages

1. Collaborative R&D: Through long-term partnerships with globally renowned brands, Aohai Technology has built extensive industry expertise and technical reserves. We deliver premium products tailored to meet the needs of users worldwide, ensuring products that combine cutting-edge aesthetics with exceptional quality.
2. Production synergy: Yisu Technology leverages Aohai Technology’s original production system, upholding stringent quality control standards to ensure product stability from the source, thereby earning long-term consumer trust.
3. Brand promotion synergy: By leveraging Aohai Technology’s established reputation for original factory quality and resource advantages, Yisu Technology swiftly reaches target user groups and effectively enhances market visibility.

As a listed company in power and charging technology, how does Aohai’s background shape Movespeed’s product development philosophy and its focus on individual consumers?

Aohai Technology’s deep technical expertise, mature operational framework, and large-scale resource advantages have fundamentally shaped Movespeed’s product development philosophy, while also enhancing its precise focus on individual consumer needs.

1. Product Development Philosophy

Leveraging Aohai’s core technologies in power and charging (professional-grade fast charging, battery safety management, and high-efficiency circuit design), we translate industry-leading innovations into consumer-grade products, creating an experience-driven approach that integrates efficiency, safety, and innovation. Guided by a long-term vision and aligned with global consumer aesthetics, we ensure product stability and safety through a robust technical validation system.

2. Focus on Individual Consumers

By leveraging Aohai’s user insights and standardized research framework, we focus on addressing pain points in specific scenarios—such as portable mobility, multi-device compatibility, and emergency power solutions for outdoor activities—to develop precisely tailored products.

• Young consumers prioritize sleek, lightweight designs.
• Business professionals require fast-charging ports.
• Outdoor enthusiasts seek durable energy storage systems.

Furthermore, Aohai’s robust after-sales network further solidifies user trust.

Movespeed has expanded to over 80 countries and regions worldwide. What are the key business markets? What insights can be drawn from the experiences in these regions for global expansion strategies?

With its dual-channel model combining cross-border e-commerce platforms and localized agents, Movespeed has successfully expanded into over 80 countries and regions worldwide, rapidly establishing a strong foothold in the global consumer market.

Main Business Markets

• Core mature markets: North America and Europe, where consumers prioritize product performance, safety certifications, and design quality. High-power fast charging and multi-device compatibility products stand out.
• Key growth markets: Southeast Asia, the Middle East, and other emerging economies, where consumers prioritize cost-effectiveness and portability. Entry-level fast-charging and lightweight energy storage products are particularly popular.
• Premium validation markets: Japan and South Korea, where stringent quality and detail standards serve as the cornerstone for refining high-end product lines and validating brand competitiveness.

Insights from Global Expansion Strategy

1. Channel strategies are tailored to local conditions: in markets with high e-commerce penetration, focus on leading cross-border platforms, while in regions with well-developed offline channels, partner with local premium B2B agents.
2. Product development tailored to regional needs: Implementing a ‘global technology + regional customization’ approach to meet diverse market certification requirements, aesthetic preferences, and usage scenarios.
3. Leveraging the parent company’s synergistic advantages: By capitalizing on Aohai’s global quality control standards, compliance framework, and supply chain capacity, we ensure efficient market access and stable supply.

How does Movespeed differentiate itself in the highly competitive consumer electronics and accessories market through design, quality, and technological innovation?

Leveraging the technological and production expertise of its parent company, Aohai Technology, the core strategy builds competitive advantages through three key dimensions: design, quality, and technological innovation, ultimately establishing a brand identity that combines ‘technology empowerment’ with ‘experience-first’ philosophy.

1. Product Design: Global Aesthetics + Scenario-based Innovation

Moving beyond homogenization and trend-chasing, we precisely capture regional aesthetic preferences:

• European/American industrial style
• Japanese/Korean refined style
• Emerging markets’ vibrant style

Focusing on high-frequency scenarios, we introduce foldable fast chargers, multi-port charging bases, and anti-drop energy storage products, ensuring designs that are both visually appealing and functionally practical.

2. Quality Control: Original Factory Standards + Global Certification

Sharing the original production system and full-process quality control standards of Aohai, the products undergo multiple rounds of rigorous testing from raw materials to finished goods. They cover global mainstream safety certifications such as UL, CE, and FCC, meeting compliance requirements in various countries and accumulating long-term user reputation.

3. Technological Innovation: Dimensionality Reduction + Demand Adaptation

The Aohai industry-grade core technologies (self-developed high-power fast charging, intelligent temperature control, and power management) have been extended to consumer-grade products, achieving breakthroughs such as “small size with high power.” Based on global user feedback, the technology has been iteratively optimized, including improvements in wide voltage adaptability, to better meet practical usage requirements.

Could you share Movespeed’s partner ecosystem (including distributors, retail partners, and online platforms), and how these collaborations drive international business expansion?

Movespeed has established a tripartite global partnership ecosystem integrating cross-border e-commerce platforms, local distribution and retail, and ecosystem collaborators. Leveraging a diversified matrix, it has solidified its business presence in over 80 countries and regions worldwide, with key support from the industry resources of its parent company, Aohai Technology.

Types of Partners

• Core online platforms: Deeply integrated with Amazon and AliExpress, while strategically expanding into regional channels such as Shopee, Lazada, and Coupang. Platform traffic and data analytics are used to track demand trends.
• Offline distribution and retail: In mature markets, we partner with large digital chains and supermarkets for direct supply. In emerging markets, we collaborate with local B2B agents to leverage their distribution networks, warehousing logistics, and localized expertise for rapid product deployment.
• Eco-Partners: Collaborating with global chip suppliers and certification bodies ensures component supply and compliance while removing international business barriers.

Boosting International Business

• Lower market entry barriers: leveraging local partners’ expertise in policies, regulations, and distribution channels to shorten time to market and mitigate compliance risks.
• Target users precisely: combining online and offline channels to reach diverse consumer groups, refining products based on partner feedback.
• Boost brand reputation: partnering with leading platforms and top local retailers to gain quality endorsement and break through consumer perception barriers.

How to evaluate the brand potential of Movespeed in the Middle East region? Why is this region crucial in the global strategic planning?

The Middle East is a core emerging market for Movespeed, boasting both high growth potential and strategic value.

Market Potential Assessment

• Consumer demand adaptation: With high penetration rates of digital products and frequent outdoor usage, there is strong demand for high-power fast charging and portable energy storage products. The combination of ‘factory-quality products + globalized design’ aligns with local requirements for quality and texture, forming a competitive barrier.
• Channel replicability: The e-commerce sector is expanding rapidly, making it ideal for cross-border e-commerce. The mature offline distribution network allows replication of the Southeast Asian ToB agent partnership model, effectively lowering market entry costs.
• Compliance strengths: Products meet global certifications including CE and FCC, while swiftly complying with Middle Eastern GCC market access standards, giving it a first-mover advantage.

Strategic Importance

• Core growth engine: With intense competition in mature markets and rapid expansion in the Middle East, it delivers significant performance growth.
• Location radiation value: Located at the hub of Europe, Asia, and Africa, it can radiate to surrounding markets such as North Africa and West Asia by relying on local resources.
• Global expansion strategy: As a pivotal component of emerging market deployment, the accumulated experience provides a model for expanding into Latin America and Africa.

What are the short-term and long-term strategies for expanding into the Middle East market from Dubai, particularly in partnership development, localization, and brand building?

With Dubai as the central hub, the strategy extends across the Middle East. In the short term (1-2 years), the focus is on ‘rapid establishment and model validation,’ while in the long term (3-5 years), the goal is to ‘deep penetration and benchmark-setting.’

Short-term Planning (1-2 years): Rapid Positioning

• Partnership Strategy: Partner with leading local B2B agents and platforms like Noon and Amazon Middle East. Collaborate with local certification bodies and select 3-5 logistics providers to establish a core urban distribution network.
• Localization Adaptation: Product optimization for wide voltage and high-temperature heat dissipation; regional after-sales center in Dubai with bilingual Arabic support; small localization team to collect user feedback.
• Brand Development: Collaborate with local digital influencers, participate in Dubai Consumer Electronics Shows, run targeted online ads, and reinforce the ‘technically reliable and highly adaptable’ brand identity.

Long-term Planning (3-5 years): Establish Benchmarks

• Partnerships: Establish joint ventures or co-located operations to achieve localized inventory and next-day delivery; collaborate with telecom operators and smartphone brands for co-branded products.
• Deepening Localization: Regional R&D sub-center in Dubai for customized products such as dustproof and sandproof solutions, multi-port charging devices; partnerships with local OEMs for localized production; fully localized marketing and service team.
• Brand Development: Establish physical experience stores, participate in premier exhibitions like GITEX GLOBAL, and engage in localized philanthropic initiatives. This strategy transitions the brand from product recognition to brand recognition, ultimately becoming a dominant regional brand.

What are the tangible benefits of Movespeed products for end consumers in daily use? How does the company translate cutting-edge technology and design into real value for users?

Intuitive Benefits

• Efficient Fast Charging: Compact yet powerful, compatible with various digital devices. Just 10 minutes of charging delivers hours of battery life.
• Compact and Versatile Design: Lightweight, foldable, fits diverse scenarios, offering ‘multi-functionality, anytime, anywhere.’
• Safe and Durable: Smart temperature control, overcharge protection, multiple safety mechanisms; meets global mainstream safety certifications.
• Multi-Device Compatibility: Multi-port design supports simultaneous charging of smartphones, tablets, and earphones, eliminating messy cables.

Value Transformation Logic

• Technology Downgrading: Industry-leading Aohai technologies applied to consumer products, delivering professional-grade performance at affordable prices.
• Scenario-Focused Design: Addresses real-world pain points such as heat dissipation in high-temperature environments and foldable feet for commuters.
• Quality Assurance as Safeguard: Sharing Aohai’s original production and testing standards ensures stable implementation of technological advantages, making ‘technology visible and experience tangible.’

Related post

View all