The rise of technology hard core + brand awareness, “made in China” portable power supply in overseas markets

Cover reporter wuyujia

Under the global post epidemic scenario, outdoor gatherings have resumed, driving the RV economy and refined camping market. Portable power supplies that can supply power for mobile phones, computers, rice cookers and other electrical appliances outdoors are favored by more and more consumers. In the face of this continuously increasing blue ocean market, portable power supplies produced by Chinese enterprises are sailing to the sea and are very popular in the global market.

According to the “outdoor consumer electronics trend report” released by the consumer electronics industry operation group of Alibaba international station in May this year, the compound annual growth rate of portable power supply from 2016 to 2021 reached 148%. It is expected that the global and Chinese shipments will reach 31.1 million units and 28.67 million units respectively by 2026.

In the first half of the year, the portable energy storage products exported by the international station exceeded US $12million

Mainly sold to the United States, Japan and other developed countries

China is the main producer of portable energy storage in the world, accounting for 90% of global shipments. Portable energy storage products have the advantages of safety, portability, environmental protection, no noise, simple operation and so on. They can be used in outdoor travel, emergency disaster preparedness and other scenes, and can replace traditional small fuel generators.

At present, there are more than 200 merchants whose main products are outdoor portable energy storage, and there are more than 1200 merchants who have released outdoor portable energy storage. The relevant person in charge of Alibaba international station said, “There are three kinds of merchants, the most of which are small and medium-sized wholesalers and traders. These merchants mainly supply to overseas 2C e-commerce platform sellers. The best effect in the international station is the merchants with their own brands and a certain popularity overseas, and some are factory enterprises, which help some overseas super brands do OEM. In the first half of this year, the portable energy storage products exported through the international station exceeded 12million US dollars, with an annual growth rate of The year-on-year growth is about 47%, and the main markets are developed countries such as the United States and Japan. ”

According to the outdoor consumer electronics trends report, the United States is the world’s largest application market for portable power supplies, mainly due to the high proportion of outdoor travel of American users, nearly 50%, accounting for 47.3% of the global application end in 2020, followed by Japan, accounting for 29.6% of the global application end in the field of emergency, mainly due to the high demand for emergency power equipment due to the frequent occurrence of disasters and accidents such as the earthquake in Japan, In Europe, Canada and other places, the main demand is still outdoor activities and emergency response. However, due to the fact that most European regions choose light travel modes such as bicycles, there is less demand for portable power.

The most complete industrial chain and leading technology

China will continue to remain competitive in the field of portable energy storage

Why can “made in China” portable power supply dominate the overseas market?

According to the relevant person in charge of Alibaba international station, “made in China” portable power supply has two competitive advantages:

First, technological advantages. China has many years of R & D and production experience, and has formed its own technological and supply chain barriers. The components of portable energy storage products include cells, inverters, electronic components, etc. China has a developed consumer electronics manufacturing industry, complete upstream and downstream industrial chains, and complete infrastructure. It is the world’s major producer of portable energy storage. At present, the main portable energy storage brands sold abroad are manufactured by Chinese enterprises. Portable energy storage, as a representative of advanced manufacturing industry, has entered the world.

Second, the cost advantage. China is the world’s largest producer and exporter of lithium batteries, and has a very good cost performance advantage. The core of portable energy storage is the electric cell. In the future, manufacturers who master advanced electric cells will take the initiative in the development of the industry. Such as Yiwei lithium energy, Ningde times, BYD, GuoXuan high tech, etc., are all cell manufacturers, which can provide businesses with safe, reliable and cost-effective cells. As a country with the most complete new energy industry chain and the most advanced technology in the world, China will continue to remain competitive in the field of portable energy storage in the future.

The special report on portable energy storage industry released by CITIC Securities also illustrates this point. The report shows that at present, the global portable energy storage industry chain, such as upstream batteries, inverters, and midstream integration, is concentrated in China. Downstream brand operators are also mostly Chinese brands, and downstream channels are mainly cross-border e-commerce.

From OEM to brand

Chinese enterprises continue to attack cities and pull out their strongholds in overseas markets

With such industrial advantages, more and more Chinese brands have gone abroad and constantly attacked cities and pulled out their strongholds in overseas markets.

The relevant person in charge of Alibaba international station believes that the reason why Chinese brands can be like a duck to water in overseas markets is that they are good at marketing. The common feature of the four enterprises, such as Delan Minghai, Anke innovation, Zhenghao innovation and Huabao new energy (dianxiaoer), is that they have a strong awareness of Internet marketing, are very good at using overseas social media and new means of communication, such as live broadcast and online celebrity. They continue to expand the brand effect and are very popular among overseas young buyers. Therefore, the penetration and recognition of these four brands in the United States, Japan and some European countries are very high. Second, product hard core. Delan Minghai and Zhenghao innovation are both technical background, and their product quality and design are in the leading position in the world. If being good at marketing is to open up the market, we should really do a deep and thorough market, or rely on the quality of products, so that public praise can be truly established. In addition, Chinese businesses have a good sense of service, actively interact with overseas buyers, study the needs of different overseas markets, and quickly iterate and develop new products. For example, for the American market, they focus on entertainment and leisure, integrate Bluetooth audio, coffee heating pad and other functions in portable energy storage, while for the Japanese market, they focus on natural disaster relief functions such as earthquakes, and integrate functions such as alarm, first aid kit, lighting, GPS positioning, etc.

Delan Minghai joined Alibaba international in 2015. At present, it has grown from a OEM factory to an industry leading brand with the top 3 global market share, and its products have been sold in more than 70 countries. The independent brand bluetti, launched in April 2020, accounted for 10% of the brand sales in the first quarter of that year. By the same period of 2022, the brand sales had accounted for 90%, and the sales volume had tripled. The relevant person in charge of delaminghai said, “China is a big manufacturing country, and now domestic powerful enterprises have entered a new stage of building global brands. They no longer earn the price difference of trade and processing as before, but further get the premium of the brand and improve the overall profit margin of the enterprise. Now we have achieved initial success in brand building, and we can’t do without our excellent technology – if we don’t master all technologies and services in our own hands, it can’t grow up Brand, and we can’t use brand to do global business. ”

Portable energy storage is only one part of the explosion of the new energy industry this year. With the realization of the dual carbon target becoming the consensus of all countries, and the soaring oil and natural gas prices affected by the energy shortage and the conflict between Russia and Ukraine, the new energy industry has been booming for nearly 40 months. From January to June this year, the trading volume of the new energy industry at Alibaba international station increased by more than 130% year-on-year. Industry insiders believe that if Chinese businesses want to get more overseas market share, they must show their core technology and brand attitude, form a strong joint force, and let Chinese high-quality manufacturing conquer the world.