The global market for portable power battery has exceeded 10 billion

Portable power station sources, which can be understood as “large outdoor power banks”, are widely used in outdoor travel, outdoor operations, emergency disaster relief, medical rescue and other scenarios. The latest data shows that the number of Amazon brand-registered sellers in China has grown 40 times over the past four years. Portable power station has set off a wave of market expansion, many companies are rushing to enter the market, and production and shipments have surged.

Chinese brands occupy 80% of the portable power supply market

After years of development, China has become the world’s largest producer and exporter of portable power supply sources, and the United States and Japan are China’s largest markets. Here are top 100 portable power station companies in China.

The data shows that from 2018, the market size of portable power supply has ushered in a relatively rapid growth. During 2018-2021, the sales of this product on the Amazon platform jumped from 68,600 units to 1,026,300 units, an increase of nearly 14 times in 4 years. Among them, the growth trend in 2020 is the most obvious, and half of the TOP20 brands have entered the market successively at this time.

From a brand perspective, the monthly sales of the three major brands EF ECOFLOW, Jackery and BLUETTI accounted for 61% of the total sales of the portable power station supply category on the Amazon platform in the past 30 days of US$11.82 million. In terms of sales, the total monthly sales of the top 20 head brands accounted for as high as 92%.

Among the source countries of sales brands, China accounts for 80% of the industry with 52 brands, with a total monthly sales of 10.4935 million US dollars, accounting for 89% of the total sales. It can be seen from this that the portable power station supply market presents a pattern of high concentration of leading brands, continuous upgrading of competitive pressure, and relatively difficult entry of new brands.

In terms of product unit price, three price bands of low, medium and high are drawn. Combined with the distribution trend of monthly sales in the entire market, we can find:

The low-end price market accounts for 71% of the total of the three major markets. From the perspective of the market segment structure, the brand Jackery occupies 47.58% of the low-end price market share, and the distribution of the remaining 50% + market share is relatively scattered.

It should be noted that the focus of the three major brands of EF ECOFLOW, BLUETTI, and Generark is placed on the mid-to-high-end price, accounting for 45%-78% of the total sales of the brand and the best-performing products in the market all appear in the high-end price range. In addition, Jackery is also moving towards the high-end price market.

On the whole, there are many brand players in the entire low-end price market, and the market competition pattern is extremely fierce. The market concentration of top brands is more significant, the growth space is gradually saturated, and new opportunities are limited.

The mid-to-high-end price market shows greater potential and development space in terms of market capacity growth, product performance differentiation expansion and market stability. If it can create differentiated competitiveness in the mid-to-high-end price market, it is also a way to enter the market.

Differentiated products will become a new growth point

Data shows that the global portable energy storage market will exceed 11 billion RMB in 2021, an increase of 217.91% over 2020. The main consumer market has transitioned from developed countries such as the United States and Japan to many parts of the world.

Under the technological innovation, the portable energy storage market has grown rapidly, the number of customers has doubled, and there has also been greater differentiation in the consumer market and product performance. In the face of the fast-growing portable power station market, how to gain insight into consumer demand in a market of more than 11 billion yuan will become a major challenge for brands to break through in the future.

For the C-end, brand is the main way for them to recognize the industry, but for the Chinese portable energy storage market, the manufacturing is concentrated in China, but the market is all over the world. The needs of users in different markets and different scenarios are different, so higher requirements are placed on products.

For example, in outdoor activities, consumers require that the power station source is light in weight, small in size, and easy to move, but does not require high battery capacity and power; The other category is household emergency needs. The United States and Japan need backup power like UPS lithium battery because of frequent natural disasters, which requires batteries with higher capacity and power. In general, China’s portable energy storage market is distributed all over the world, and different users have individual needs.

Click on the image for more product information

In addition to the structure and price of the product itself, the user experience, price quality, portability, appearance design, system performance, great attention has been paid to after-sales service and packaging accessories, and these also happen to provide reference ideas for the development of new brands.

Differentiated competition to be the first

As a product with low technical barriers, portable power station supply products are mainly differentiated between brands in terms of power supply capacity, charging time and price cost, while the difference in core functions is not large.

At the same time, due to the complete upstream and downstream supporting facilities of China’s consumer electronics industry chain, high maturity, and abundant reserves of raw materials and electronic components, with strong manufacturing capabilities and cost advantages, it has gathered important manufacturers in the upper, middle and lower reaches of the industry chain. This has also led to intensified market competition among enterprises, and some emerging enterprises have conducted unfair competition by imitation and plagiarism.

On the whole, backed by a complete supply and production chain, more and more Chinese brands have joined the portable power station supply track and opened up new markets in other countries. To find opportunities here, companies should devote more energy to creating differentiated competitiveness, and adopt different product operation strategies for target markets with different price points.

At the same time, it should pay more attention to the upgrading of brand operation construction, improve the after-sale capability of brand products, and boost brand growth. In the future, only companies with advantages in innovation, technology, intelligence, channels, and services can survive the complex and fierce market competition.