In the post-epidemic era, self-driving, camping, fishing, surfing and other short-distance outdoor activities have become people close to nature choice, outdoor“Electricity anxiety” is also generated.
Set up a canopy, set up chairs, put up colored lights, set up fruit snacks and drinks, equipped with projector, oven, speakers, a delicate camp began. Camping requires the use of projectors, speakers and other high-power products, and short-range, low-power mobile charging treasure does not support high-power electrical charging, outdoor mobile power supply natural camping necessities.
The popularity of road trips and outings has led to an increase in outdoor mobile power sales. Data from JD.com showed that outdoor mobile power sales rose more than 1,000 per cent year-on-year between May 23 and June 18. Among them, June 17 at 8:00 pm to June 18 at 12:00 pm period, outdoor power sales growth of 2000% year-on-year.
In order to meet the needs of the camping market, outdoor mobile power manufacturers have launched a variety of outdoor mobile power products one after another. The originally lukewarm portable energy storage racetrack has rapidly heated up, it could be the next big thing in the energy industry.
“Big Charger” goes public
As we all know, outdoor mobile power refers to portable lithium-ion battery that can store their own power and is also known as “Big Charger”. It is a relatively small segment of the energy storage market, mainly used for outdoor travel, emergency relief, medical emergency, outdoor work and other scenarios.
Domestic outdoor mobile power supply products are mainly exported, and the domestic and foreign outdoor mobile power Market penetration are far from the same. The reason is that domestic consumers are not keen on certain dangerous outdoor activities, making the opportunity to use outdoor mobile power less, while the prevalence of outdoor adventure overseas, making the use of outdoor mobile power more scenarios.
The popularity of fine camping market is a turning point of“Large charge treasure” to the public, as well as an opportunity for outdoor mobile power manufacturers to accelerate their penetration of the domestic market.
On the one hand, the whole people camping, self-driving heat stimulated the consumer demand for outdoor power, outdoor mobile power products sold in China, the market size continues to close to the hundreds of billions. The portable energy storage industry has a market 2021 of 11.13 billion yuan and is expected to 2026 more than 30 million units worldwide, according to the China Chemical and physical power industry association, the total amount will reach RMB88.23 BN and the compound annual growth rate will be maintained at around 66 per cent.
On the other hand, the emergence of the blue sea market for outdoor mobile power supply has attracted increasing attention from manufacturers in Xiaomi, Huawei, etc. , the A Civil Campaign of outdoor mobile power suppliers will drive the domestic market for portable energy storage. According to the sky eye survey data, there are more than 20,000 enterprises whose name or business scope includes“Mobile power supply” in our country at present, and the number of relevant enterprises in Guangdong is far ahead in terms of regional distribution, with over 18,000 enterprises.
The entry of new manufacturers and the pioneering work of old ones have intensified the industry competition, accelerated the maturation of the catalytic industry chain, and further enhanced the market concentration of portable energy storage.
According to the network data, huabao xinneng in the global market share of more than 20% , zhenghao technology about 10% . They were followed by Goal Zero, Deming Sea and Ankh Innovations, with 9.5% , 7% and 2.6% market share respectively in portable energy storage. Outside of TOP5, the remaining 50% share of portable energy storage power is occupied by a large number of smes.
In this wave of outdoor mobile power sales, triggered by the rise of sophisticated camping and outdoor travel, the advantage of scale has long been established. Huabao Xinneng, EcoFlow Zhenghao and other leading players have been harvesting market dividends like crazy
Huabao new energy“Product + channel” parallel
Six years ago, Huabao xinneng, which focuses on the ODM business of custom-made charging units, turned to portable energy storage and launched two big private-label brands, “Xiaodai” for the domestic market and“Jackery” for the overseas market, thus began the“Upgrade to fight monsters” road, until the successful listing of the world's leading energy storage power companies.
Huabao Xinneng first phase of remarkable results can not be separated from its accurate judgment of industry trends, “Second growth” is more driven by a strong channel network and brand potential energy.
In terms of channels, Huabao xineng adopts a combination of online and offline modes to sell its products to China, the United States, Japan, the United Kingdom, Germany, Canada and many other countries in the world, has established a strong sales network.
On-line, the small two into the SANFU outdoor stores, high-end Digital Super shundian, SAM member stores. Online, the small two in Amazon, Lotte, Tmall, jd.com and other global mainstream e-commerce platform to establish channels to meet consumer demand online and offline.
In 2019,2021 Huabao Xinneng's online sales through third-party e-commerce platforms accounted for 67.83% , 75.99% and 68.89% of its main business revenue, respectively.
The internet market has a famous saying“Channel is king, the terminal wins”, is about the importance of the whole channel for the brand. As a matter of fact, as consumers' shopping habits continue to change, online and offline integrated full-channel consumption mode has become the new normal, the brand that takes the lead in establishing full channel advantage also has more opportunity to sell product.
On the product side, Huabao xinneng specializes in new technology to build multi-capacity segment energy storage product matrix to meet different scenarios of consumer demand for electricity. For example, in order to meet the needs of the camping market, P2 and JD.com platform have exclusively launched a small, portable outdoor power 600 camping model, which is very popular with consumers.
With the competition of outdoor mobile power products becoming more and more intense, how to sell the products effectively becomes the sore point of energy storage enterprises.
Huabao xineng adopts the M2C business model, bypassing middlemen to reduce circulation links to control the sale of sovereignty, to ensure product quality and The Adjuster quality. What's more, M2C means the direct contact between the manufacturer and the consumer, which can provide insight into the consumer's consumption trends and launch products more suitable for the user's needs.
From the recent financial statements, the high cost of new energy huabao can not be ignored operating problems. For one thing, increasing consumer demand has forced Huabao to develop high-tech, high-capacity portable energy storage products, so that the unit labor and manufacturing costs remain high. Secondly, huabao new energy sales overseas markets, international freight capacity tension, raw material prices and other factors will lead to the increase in its cost.
In short, Huabao Xineng took the lead in laying out and deepening the energy storage market. It achieved a good harvest in both sales and reputation, and became the largest player in the industry. However, as more enterprises entered the local energy storage market, huabao Xinneng is facing the pressure of technological innovation from its old rival, EcoFlow Zhenghao, as well as the pressure of new player mode innovation.
Technology innovation-driven
Like Huabao New Energy, EcoFlow is also a beneficiary of the“Movement” to replace fossil fuels with new energy.
Zheng Hao of EcoFlow is one of many entrepreneurs attracted by the booming new energy sector in 2017. After years of development, EcoFlow Zhenghao launched the Rui River series, German Delta series and other accessories, widely used in outdoor travel, home energy storage, industry applications and other fields.
From a valuation point of view, EcoFlow Masahiro after several rounds of financing valuation of more than $1 billion, successfully entered the“Unicorn” list, side confirmed EcoFlow Masahiro technology, products, scale, leading the industry in one or more areas.
EcoFlow has developed two patent technologies, x-Stream Flash charge and x-Boost smart inverter. It has also introduced revolutionary technologies such as APP iot and Modular design, the utility model solves the problems of slow charging and limited high-power electrical appliances, and optimizes the user's using experience.
It is understood that equipped with x-STREAM patented charging technology products, an hour can charge 80% of the electricity, charging speed than in the past 10-20 times; X-Boost smart inverter technology can drive up to 1800W high-power equipment, for higher-power power equipment supply.
Whether it is used for outdoor travel or disaster relief, high charging efficiency, short time, high security and convenient operation are added points. EcoFlow's x-Stream flash charging technology shortens the charging time, and the x-Boost smart inverter supports high-power devices such as hot water kettles and induction cookers, greatly meeting people's needs for electricity outdoors.
For EcoFlow Zhenghao, technology is the first productivity, there is a leading technology also has high-quality products (Rui River series, German Delta series) , there are high-quality products also have considerable sales.
Data show that in the domestic market, EcoFlow Zhenghao in 618 big promotion, double 11, double 12 three promotion quarter activities, have won the outdoor power category sales and sales double champion, third consecutive Tmall Platform Outdoor Power Top1 brand. In overseas markets, DELTAPro products generated 370 million yen in sales on Japanese crowdfunding platform Makuake, raised more than $12 million in North , and became one of the top global technology projects.
Compared with new players such as Xiaomi and China, which have just entered the game, EcoFlow has solid technical strength and is in a strong position in the coming competition. Compared with huabao new energy, EcoFlow Zhenghao in the market size and channels slightly lose a chip, “Beating” the move has a long way to go.
There is no doubt that EcoFlow is strong, strong in technology, strong in products. In the future, EcoFlow is relying on technological innovation to drive its growth. It will continue to provide outdoor mobile power products with better performance and experience for consumers both at home and abroad, consolidate its core competitiveness, and open up new markets.
Next stop: Open the domestic market
In recent years, domestic outdoor mobile power supply shipments continued to grow. According to network data, China's outdoor mobile power supply currently accounts for more than 90% of the global shipments, and it is estimated that in the next four to five years, it will be able to reach an annual global shipment of more than 30 million units, the market is about rmb80bn.
Huabao new energy, EcoFlow Zhenghao and other domestic outdoor mobile power manufacturers are also based on overseas markets, revenue mainly from Japan, the United States overseas market.
According to network data, Huabao Xineng's overseas sales accounted for 87.27% , 90.09% and 92.55% of its main business income respectively. The US market share was 45.69% , 42.62% and 48.40% respectively, and the Japanese market share was 39.70% , 45.73% and 35.33% respectively.
Now the market environment has changed: International Relations, global epidemic and other complex political and economic factors, increased export instability, outdoor mobile power manufacturers need to find new incremental market. In addition, with the growing trend of domestic outdoor travel, domestic demand for outdoor mobile power, Huabao Xineng, EcoFlow Zhenghao and other manufacturers to create an opportunity to open the domestic market.
Low Market penetration of domestic outdoor mobile power means low user awareness, which is a challenge as well as an opportunity for Huabao Xineng and EcoFlow Zhenghao.
On the one hand, different market demand scenarios and customer groups at home and abroad have differences, which bring great marketing and channel operation pressure to mobile power suppliers. Huabao Xinneng and EcoFlow's main positions are overseas, and it is inevitable to apply some operating models to the domestic market for a long time in overseas markets, which will lead to trial and error and lead to cost overlaps and other situations
On the other hand, as the market for outdoor mobile power continues to expand, new players such as Xiaomi, Huawei and Ningde times are coming in. These new players either have the traffic, the reputation, or the technology and channels, huabao new energy, EcoFlow Zhenghao and other pioneers can respond to the momentum of the fierce, intend to“Catch up” new players, we are unpredictable.
To sum up, there is a larger competition behind the trend of exquisite camping. Veteran players such as Warburg Xinneng and EcoFlow Zhenghao are ready, while new players such as Xiaomi, Huawei and Ningde times are eager to try, the battle for the domestic outdoor mobile power market is beginning, and it remains to be seen who will win and who will lose.
