Zhongshan Gamder Electric Appliance Co Ltd, based in Zhongshan, Guangdong province, announced its entry into the power strip market by launching a new socket series on Wednesday, after experiencing sluggish sales in its traditional wall switch business in 2025.

The move marks the company's transition from its established focus on wall switches to taking on the market as a challenger, aiming to break through in the power strip market by emphasizing product innovation, according to Kuang Jian, general manager of the company.

"We have decided to enter a broader consumer sector that is closely connected to our technological foundations," said Kuang.

The transition reflects the company's confidence in its accumulated expertise in electrical and electronic technologies, as well as its assessment of innovation opportunities within the power strip market.

"Although existing industry brands have established strong market shares, we believe that there are still user pain points and opportunities for product upgrades in the existing market," he said.

The company's sales revenue dropped significantly in 2025, partly due to a continuous decline in transactions in the domestic housing market, according to Kuang.

According to ChinaIRN, an industry research company, the global switch and socket market sales are projected to reach 157.2 billion yuan ($22.57 billion) by 2030, with a compound annual growth rate of 4.2 percent.

"With the changing environment of the home furnishings and building materials market, finding new growth curves has become a necessity," Kuang added.

The newly launched UNI socket series is not merely a superficial upgrade in appearance. Instead, it represents a comprehensive overhaul, with improvements in product standards, material craftsmanship and usage scenarios.

"We hope to attract consumers who value quality and price transparency by defining new standards of product value," said Kuang.