A cross-border giant that started from Huaqiangbei, earning 3.6 billion annually | Those Riding the Waves Overseas
Introduction:
Going global is no longer an option for enterprises, but there are still many choices in the way of going global. Brand going global, supply chain going global, cross - border e - commerce... Behind each model, there are countless stories of Chinese companies' arduous exploration; In North America, Southeast Asia, the Middle East, Latin America... On every distant continent, there are more and more international presences of Chinese brands.
From introducing foreign investment forty years ago to "going global in groups" today, Qiantang, as the main front of Hangzhou's export - oriented economy, has always been the bridgehead for enterprises to transform themselves and break through for innovation. The China Enterprises International Service Center has long been concerned about overseas markets and enterprises going global. Based on this, in 2025, we launched a new column "Wave Riders Going Global" to find benchmark enterprises going global in various fields, disassemble practical cases from a professional perspective, precipitate methodologies in the process of seeking consensus, and explore differentiated development paths in non - consensus.
The following is the fifteenth article in this column.
This summer, many parts of the United States were hit by tornadoes again, leaving more than one million households without power. Sarah, who lives in the suburbs, groped in the dark and took out a black - and - orange device. The moment she pressed the switch, the emergency light came on and the refrigerator restarted. In Shangri - La, Chen Wu, a landscape photographer, used this device to charge the drone battery outdoors; In Tokyo, Japan, many office workers also keep it at home to deal with sudden power outages. These three scenarios across the hemisphere all point to the same product: Portable energy storage device.
The new category of "lithium - ion portable energy storage" was first created by Chinese enterprise Jackery. In 2016, Jackery spotted the gap in the global outdoor and emergency power market. It entered the North American outdoor scenario with the positioning of a lightweight outdoor power supply to relieve the power anxiety of outdoor enthusiasts. Later, it targeted the long - existing emergency power backup scenario in the Japanese market and successfully transformed from a power bank OEM factory into a global brand with independent R & D and production capabilities. It went public in 2022, becoming the "first stock in portable energy storage". In the first half of 2025, Jackery achieved significant revenue growth in the North American, Asian, and European markets.
Through the three - pronged marketing approach of "grabbing mind share", "continuous reinforcement", and "value support", Jackery established brand awareness among overseas consumers. That is, first deeply bind the Jackery brand with scenarios such as "outdoor power use" and "household emergency power backup" to seize consumers' brand awareness of the new category. Then, cooperate with overseas outdoor vertical influencers such as RV travel bloggers and camping experts to strengthen the brand positioning through real - life scenario experiences. Finally, rely on offline supermarkets such as Costco and Walmart to let consumers actually contact and experience the products, and further expand sales through the channel network coverage to achieve a marketing closed - loop. Jackery's market expansion path also provides a reference sample for Chinese consumer electronics brands to "find incremental growth overseas".
01 Seize the blank outdoor power market and create a new category of portable energy storage
How to continuously supply power to camping equipment during outdoor activities? This is a real problem that every outdoor enthusiast has to face. According to data from the American RV Association and the Campground Association, as of 2024, the number of RVs in the United States reached 15 million, and nearly 50 million people participated in camping activities every year, with an average camping duration of more than 3 days each time. For these "outdoor enthusiasts", electricity is the key to ensuring the experience - on - board refrigerators, drones, cameras, and even night atmosphere lights and small projectors all rely on a continuous supply of stable power.
For a long time, there has been no good solution for outdoor power use in the US market. Traditional fuel generators are bulky, noisy, and pollute the environment; ordinary power banks have the disadvantages of short battery life and low power supply efficiency.
Ten years ago, Sun Zhongwei, the founder of Jackery, noticed the blank outdoor power market during an inspection of the North American market. So, its brand Jackery innovatively created the world's first lithium - battery portable energy storage product. The first product, the "Explorer Series", targeted the outdoor scenario. It is lightweight and can be carried with one hand. The outdoor power supplies in the Explorer Series have a capacity ranging from 200W to 3000W, which can meet the power needs of outdoor scenarios such as short - distance camping, photography and aerial photography, and medical emergencies.
In 2018, Jackery launched the "Solar Saga Series" of portable solar panels based on its existing energy storage products, providing solar charging capabilities for energy storage devices. As long as there is sunlight, the energy storage devices can be continuously recharged, upgrading the portable energy storage products from "emergency tools" to "a sustainable lifestyle", which are widely used in scenarios such as RV camping and outdoor fishing.
Around 2018, after establishing a foothold in North America, Jackery turned its attention to Japan - a market with a strong demand for emergency power backup due to frequent natural disasters such as earthquakes and typhoons. The energy storage products have changed from "optional for outdoor use" to "essential for households", becoming the "second growth pole" for Jackery's overseas expansion, and the market scale is comparable to that of North America.
Currently, Jackery is also growing rapidly in the European market. Tracy Wang, the global brand public relations director of Jackery, told us that the environmental awareness of European people has been integrated into their daily lives. "Whether it is outdoor power use or household power use, they are very concerned about whether the products are pollution - free and low - carbon. This concept is naturally in line with Jackery's product attribute of 'power is available wherever there is light'."
Riding on the success of the Jackery brand overseas, Jackery has developed into a global leader in portable energy storage and a pioneer of all - scenario household green power, and successfully listed on the Growth Enterprise Market of the Shenzhen Stock Exchange in 2022. The financial report shows that as of the end of June 2025, Jackery's energy storage products have been sold nearly 6 million units globally, and the company achieved an operating income of 3.606 billion yuan in 2024.
Among them, the revenue from the North American market was 922 million yuan, a year - on - year increase of 42.86%; the revenue from the Asian market (excluding China) was 466 million yuan, a year - on - year increase of 31.92%; the revenue scale of the European market exceeded 100 million yuan for the first time, with a year - on - year increase of 106.42%, becoming a new engine for Jackery's global business growth.
02 The three - pronged marketing approach: Grabbing mind share, continuous reinforcement, and value support
The best differentiation for a brand is to be the first. As a typical case of a "category brand", Jackery's success in the overseas market can be summarized into three things.
Firstly, "grabbing mind share". In the 1970s, Al Ries and Jack Trout proposed the "positioning theory". Its core idea is that a brand needs to find a unique, clear, and valuable position in consumers' minds. When a product is the first to establish a connection with a concept with unique value and appeal, this concept can be tightly bound to the product like super glue, making the product the synonym of this concept in consumers' perception.
After seizing the market gap in portable energy storage, Jackery consciously bound its brand with the two high - frequency demand scenarios of "outdoor power use" and "household emergency power backup", which is equivalent to obtaining the "priority right of use" of these scenarios. When overseas consumers think of "outdoor power use" or "emergency power backup", Jackery is always the first brand name that comes to mind.
Secondly, "continuous reinforcement". Jackery continuously strengthens the perception of Jackery as the preferred brand for outdoor and emergency scenarios through continuous influencer marketing on social media.
Tracy introduced that Jackery has always had the support of a group of overseas outdoor influencers with high loyalty, such as RV travel bloggers, camping experts, and natural disaster emergency bloggers. The content of these influencers focuses more on specific scenarios such as the outdoors. For example, driving an RV through the Grand Canyon and using Jackery to continuously power the refrigerator; when camping in the Alps, Jackery can support a whole day of drone aerial photography. The practical experiences of Jackery products by influencers in real - life scenarios are quickly spread in the outdoor circle, accumulating a group of "die - hard fans" for the brand.
Thirdly, "value support". Channels are an extension of positioning. For the marketing concept to translate into actual experience, the products need to be available in places where users can easily access them, making product innovation and scenario - based experiences tangible. For large - scale products like energy storage devices, offline experiences are the key to促成 purchases. Tracy said that in addition to online channels such as independent websites and Amazon stores, Jackery has chosen to enter mainstream supermarkets such as Costco and Walmart offline, allowing consumers to "see and touch" the products with their own eyes.
Through the three - pronged brand marketing approach of grabbing mind share, continuous reinforcement, and value support, Jackery finally established the brand perception among overseas consumers that "when thinking of outdoor/emergency power use, think of Jackery".
03 Innovate in the incremental market of new categories and break out of the involution in the stock market
More than a decade ago, Jackery was constrained by customer demands and price involution, falling into the OEM dilemma of "capacity dependence and meager profits" - this was also the epitome of most Chinese electronic manufacturing enterprises at that time: they had production capabilities but no brand voice or category definition power.
"Rather than being involved in the involution of the stock market, it is better to create a new category and seize the incremental concept." Tracy said at an overseas expansion summit in July. As the competition among consumer electronics brands enters the second half, the focus of competition has shifted from "who can be cheaper" to "who can solve more user pain points and create more unique value", which also puts forward higher requirements for enterprises' rapid product iteration and the construction of a localized service ecosystem.
"We will launch customized products according to the needs of different markets." Tracy introduced. Considering the small living spaces in Japanese households, Jackery's energy storage products adopt a lightweight and compact design, which is portable and easy to store. At the same time, in response to Japanese consumers' pursuit of details, functions such as accurate power display and silent mode have been added. In the European market, Jackery optimized the product circuit design according to local voltage standards and launched a DIY small - scale household green power solution integrating "photovoltaic + energy storage", which precisely meets the balcony photovoltaic installation and use needs of European users with its plug - and - play convenience.
In terms of marketing channels, Jackery's localization strategy is reflected in telling the story of Jackery as a household emergency hero through the influence of outdoor and household influencers in the North American market; actively participating in local photovoltaic or green energy - related exhibitions in Europe to convey its vision and practical achievements in ESG sustainable development; and focusing on high - usage social media in Japan, such as carrying out promotional interactions and planning online marketing activities.
In recent years, with the rapid development of the portable energy storage industry, a large number of enterprises have flocked to the track. Facing the portable energy storage market gradually turning into a red ocean, Jackery has extended its products to the emerging scenario of "household green power". "Jackery started the R & D of household - scenario energy storage products in 2020. At that time, we realized that the household emission reduction needs of European and American users would extend portable energy storage technology to the broader field of household green power." Tracy said.
In 2024, Jackery officially launched its household energy storage product series. Among them, the "Aesthetic Curved Photovoltaic Tile Household Green Power System" combines solar power generation with building roofs. It not only realizes "power is available wherever there is light" but also can store excess electricity in energy storage devices for use at night or during power outages. The "DIY Small - scale Household Green Power System" is targeted at small - sized households. Users can flexibly match the energy storage capacity and solar panels according to their needs, with a lower threshold and stronger adaptability.
In Tracy's view, from "outdoor camping" to "household emergency" and then to "daily use of green power", Jackery is building a larger - scale green energy service ecosystem covering all aspects of users' lives, continuously consolidating its leading position in the portable energy storage field and promoting long - term business growth and brand globalization.
This article is from the WeChat official account "Hangzhou Qiantang Enterprise Overseas Expansion Service Base". Author: Zhejiang Enterprises Going Global. Published with the authorization of Qiantang.
