Technical hard core+brand awareness has risen, "Chinese -made" portable power supply in overseas markets Siege

Cover reporter Wu Yujia

In the global epidemic scene, outdoor gatherings resumed and drove the RV economy and delicate 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. Faced with this continuously increasing blue ocean market, the portable power supply produced by Chinese companies is very popular in the global market.

The "Outdoor Consumer Electronics Trend Report" released by Alibaba International Station Consumer Electronics Industry Operation Group in May this year shows that the compound annual growth rate of portable power supply in 2016-2021 will reach 148%. It reached 31.1 million and 28.67 million, respectively.

In the first half of the year, international station export portable energy storage products exceeded 12 million US dollars

It is mainly sold to developed countries such as the United States and Japan

China is the main origin of global portable energy storage, accounting for 90%of the world's shipments. Portable energy storage products have the advantages of safe, portable, green environmental protection, noiselessness, and simple operation. It is used in outdoor travel, emergency disaster preparation and other scenarios, which can replace traditional small fuel generators.

At present, the main products of Alibaba International Station are about 200 merchants with outdoor portable energy storage. There are more than 1,200 merchants who have released outdoor portable energy storage on the entire site. The relevant person in charge of Alibaba International Station said, "There are three main types of merchants, one of which is small and medium -sized wholesalers and traders. These merchants are mainly provided for 2C e -commerce platform sellers for overseas e -commerce platform sellers. It is a merchant who has its own brand and has a certain reputation overseas, and some are factory -type enterprises to help some overseas supermarkets do OEM foundry. In the first half of this year The year -on -year increase of about 47%, the main market is developed countries such as the United States and Japan. "

《户外消费电子趋势报告》显示，美国是全球最大的便携式电源的应用市场， 主要是由于美国用户的户外出游比例较高， 接近50%，2020年在全球的应用端占比达到47.3%，其次It is Japan, the application end of the global emergency field accounts for 29.6%. It is mainly due to the frequent disaster accidents such as the Japanese earthquake and the high demand for emergency power equipment. Lord, but because European regions choose more light travel methods such as bicycles, they have less demand for portable power supply.

Industrial chain is the most complete and technological leading

China will continue to maintain competitiveness in the field of portable energy storage

Why can "Chinese -made" portable power supply be the lead in overseas markets?

From the perspective of the relevant person in charge of Alibaba International Station, "Chinese -made" portable power supply has two competitive advantages:

The first is technological advantages. China has many years of research and development and production experience, and has formed its own technology and supply chain barriers. Parts and components of portable energy storage products include battery cells, inverters, electronic components, etc. China has developed consumer electronics manufacturing industries, complete upstream and downstream industrial chains, and complete infrastructure. It is the world's main portable energy storage place. At present, the main portable energy storage brands sold abroad have been produced by Chinese companies, and portable energy storage has moved to the world as a representative of advanced manufacturing.

The second is the cost advantage. China is the world's largest lithium battery production country and exporter, and has a very good cost -effective advantage. The core of portable energy storage is the battery cell. In the future, manufacturers who have the advanced battery cells will have the initiative of industry development. Such as Yimei Lithium, Ningde Times, BYD, Guoxuan Hi -Tech, etc., are all production companies that can provide merchants with safe and reliable and cost -effective battles. As the world's new energy industry chain, the most complete and most technological country in the world, and will continue to maintain competitiveness in the field of portable energy storage in the future.

The "Special Report of the Portable Energy Storage Industry" released by CITIC Securities also illustrates this. The report shows that the global portable energy storage industry chain, such as upstream batteries, inverters, etc., and the integration of middle reaches are concentrated in China. The downstream brand operators are mostly Chinese brands, and the downstream channels are mainly cross -border e -commerce.

From being a foundry to a brand

Chinese companies continue to attack the city in overseas markets

Under such industrial advantages, more and more Chinese brands have gone abroad and continued to attack the city in overseas markets.

The relevant person in charge of Alibaba International Station believes that the reason why Chinese brands can get water in overseas markets are good marketing. The common characteristics of the four companies such as Telan Minghai, Anke Innovation, Zhenghao Innovation, and Huabao New Energy (Electric Energy) are the strong Internet marketing awareness, and they are very good at using overseas social media and new communication methods. For example, the form of live broadcasts and Internet celebrities with continuous expansion of brand effects is very popular among young overseas buyers. Therefore, the penetration and recognition of these four brands in the United States, Japan, and some European countries are very high. The second is the product hard core. Delan Minghai and Zhenghao innovation are all technological backgrounds, and product quality and design are in the world's leading position. If marketing is good at opening the market, then to truly do this market, it still needs to be spoken by the quality of the product, so that the reputation can be truly established. In addition, Chinese merchants have a good sense of service, actively interact with overseas buyers, study the needs of different markets for overseas, and rapidly iterate and develop new products, such as the main entertainment and leisure type of the US market. Heating pads and other functions, while facing the Japanese market, it focuses on natural disaster relief functions such as earthquakes, and integrates functions such as alarm, first aid package, lighting, and GPS positioning. Delan Minghai joined the Alibaba International Station in 2015. At present, it has grown from a foundry factory to the industry head brand with a global market share TOP3. The products sell for more than 70 countries. In April 2020, the independent brand Platinum Land Emperor Bluetti, in the first quarter of that year, the brand sales accounted for 10%. By the same period of 2022, the brand sales had accounted for 90%, and the sales volume had doubled. The relevant person in charge of Delan Minghai said, "China is a big manufacturing country, and now domestic strength companies have also entered a new stage of building a global brand. The premium to increase the overall profit margin of the enterprise. Now we have the initial results in brand building, which is inseparable from our strong technology -if you do not control all technologies and services in your own hands, it will not grow up a brand. It is also impossible to use the brand to do global business. "

Portable energy storage is just part of the new energy industry ushered in this year. With the realization of the double-carbon targets to become the consensus of various countries, and the influence of the price of oil and natural gas affected by the shortage of energy and the conflict of Russia and Ukraine, the new energy industry has lasted for nearly 40 months. The transaction value increased by more than 130%year -on -year. Insiders believe that Chinese merchants want to get more overseas market share, they must come up with core technologies and brand attitudes to form a strong joint force to allow China's high -quality manufacturing to conquer the world.

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