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| Development barriers of portable energy storage: technology, brand, channel and |
| Release time:2022-12-29 08:55:57| Viewed： |
Development barriers of portable energy storage: technology, brand, channel and product
Portable energy storage aims at outdoor activities and emergency disaster preparedness. With the improvement of residents' consumption level, the penetration of healthy life concept and the improvement of safety awareness, the demand for outdoor activities and emergency disaster preparedness increases, and the market space for portable energy storage opens.
technology barrier
1) Product R&D:
The R&D of portable energy storage products needs to comprehensively consider industrial design, thermal management, power management, lithium battery module and other aspects, and deeply combine with the application scenario, and then research and develop the circuit layout, product structure, power management system, etc. to achieve a variety of charging and output methods, effectively improve the charging and discharging efficiency, and provide multiple protection in the case of overcharge, overdischarge, overload, short circuit, etc., which has certain technical barriers.
2) Product iteration:
With the continuous iterative updating of intelligent terminals and the continuous enrichment of outdoor electricity use scenarios, consumers' requirements for the performance of portable energy storage products will continue to improve, including the increased demand for high-power, lightweight, multi-functional, intelligent, etc. The constantly improving industry technology level has become a high threshold for the portable energy storage industry.
3) Fine quality control:
On the other hand, since the portable energy storage products have a wide variety of adaptors, a large number of integrated parts and high safety requirements, it is necessary to carry out refined quality control management for the whole production process to ensure product quality and yield.
For example, in terms of testing, Huabao Xinneng's portable energy storage products need to meet 6 safety protection standards and 9 quality inspection procedures. The refined quality control system in the production process of portable energy storage products has also formed a certain barrier to new entrants.
Brand barrier
Adjust measures to local conditions+accurate touch+brand recognition=pricing power
Outstanding products and comprehensive channels will help to create excellent brands. Brand strength will become a key barrier for the company and build a moat in the industry.
1) Adjust measures to local conditions:
Taking Huabao Xinneng as an example, the company's strategy focuses on portable energy storage. Based on the cultural differences at home and abroad, it strives to build two independent brands, "Jackery" and "Dianxiaoer". It carries out brand promotion, product differentiation design, product model iteration and after-sales service for different consumer markets at home and abroad, and makes rapid response according to market changes in a timely manner.
2) Accurate touch:
Reaching target consumers is one of the key factors for products to become popular. With the continuous investment of Huabao Xinneng, in 2020, the company's portable energy storage products will continue to be listed in the Best Seller and Amazon's Choice on the Amazon platform, won the award of "disaster prevention and security association" in Japan, and have successively been listed in CNET and the New York Times' annual best portable energy storage list, and entered Forbes Wall Street Journal and other media, the brand's global influence continues to increase.
Amazon's top 10 best-selling outdoor power supplies
In China, the E-Waiter frequently sponsors various outdoor events, such as Zhang Xinyu and Liang Hong, the couple who signed the contract, as their brand recommendation officer. They have successively appeared in the outdoor adventure forest club, the Jinxiniu outdoor carnival, the Ikaku camping and other picnic campsites. They have cooperated with the self driving adventure program "Cross Country Road Book" and the 2020 China Chongli 168 International Super Cross Country Race to provide electrical support for outdoor challenge activities.
Couples speak for the waiter 3) Brand identity:
Taking Huabao Xinneng as an example, the company completed a comprehensive channel laying through e-commerce platform, KOL delivery, offline supermarket department store cooperation and other modes. Under this influence, the brand image of Huabao Xinneng "Jackery" has gone deep into the outdoor circle.
Consumers usually have the psychology of pursuing brands and seeking attribution. When a brand is widely popular in a specific circle, consumers usually choose a more popular brand when making purchase decisions, which naturally forms the brand power of products.
Product barriers
Comprehensive product matrix, excellent design, and refined quality control
The charging capacity of leading brands is more extensive, covering 80-2000Wh energy demand. Among the brands selling outdoor power supplies on Amazon in the United States, only a few brands, such as Huabao Xinneng, GoalZero, Zhenghao Technology, AllPowers, Percon, etc., have products with a charging capacity of more than 1kwh. Most brands compete in the range of 0.2-0.5kwh. At the same time, the product matrix of leading brands is more comprehensive.
According to statistics, the Jackery brand of Huabao Xinneng has 6 product categories and EcoFlow has 8 product types of Amazon brands in the United States.
Comparison of charge range of portable energy storage (Wh)
The product is well designed to meet the aesthetic needs of high-end consumers. Products that are popular with consumers usually have light and small size, simple and generous design, which meets the aesthetic needs of the current consumer goods.
Taking Huabao Xinneng as an example, the company has obtained 108 design patents. Through in-depth research on market demand and consumer preferences, the company has won 12 design awards, including the American CES Innovation Award, the German Red Dot Design Award, the Hanover Industrial Design Award, and the A 'Design Award, thanks to its outstanding product design, which has been widely recognized in the international industrial design field and has strong product design strength.
Channel barrier It is estimated that online accounts for 85%+, with multi-channel layout
In 2020, the proportion of online e-commerce platforms in the portable energy storage sales channels has reached 83.5%, and the proportion of online platforms has further increased. According to the statistics of China Chemical and Physical Power Industry Association, from 2016 to 2018, online sales accounted for less than 50%. Since the outbreak of the "COVID-19" epidemic in 2020, online channels have become more popular. It is estimated that the proportion of online sales will exceed 85% in 2021.
Portable energy storage has certain attributes of consumer electronic products. The main sales channel is online sales, mainly by entering the e-commerce platform and carrying goods through live broadcast. At the same time, the brand will set up an official website for drainage and sales.
In terms of offline channels, sales will be carried out by opening offline stores, cooperating with supermarkets and other ways. Both online and offline efforts will be made to promote both breadth and depth. 
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