A cross-border giant that started in Huaqiangbei, with an annual revenue of 3.6 billion.
This summer, many parts of the United States were hit by tornadoes again. Over 1 million households lost power. In the suburbs, Sarah fumbled 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, landscape photographer Chen Wu used this device to charge the drone battery outdoors. In Tokyo, Japan, many office workers also keep it at home to cope with sudden power outages. These three scenarios across the hemispheres all point to the same product: Portable energy storage device.
The new category of "Lithium - ion portable energy storage" was first pioneered by Chinese enterprise Jackery. In 2016, Jackery identified the gap in the global outdoor and emergency power market. It entered the North American outdoor scene with a lightweight outdoor power supply, alleviating the power - consumption anxiety of outdoor enthusiasts. Later, it targeted the long - standing emergency power backup scenario in the Japanese market. It successfully transformed from a power bank OEM factory into a global brand with independent R & D and production capabilities, and 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 "mental occupation", "continuous reinforcement", and "value support", Jackery established brand awareness among overseas consumers. First, it deeply associated the Jackery brand with scenarios such as "outdoor power consumption" and "household emergency power backup", seizing consumers' brand awareness of the new category. Then, by collaborating with overseas outdoor vertical influencers such as RV travel bloggers and camping experts, it reinforced the brand positioning through real - life scenario experiences. Finally, relying on offline supermarkets like Costco and Walmart, it allowed consumers to actually contact and experience the products, further expanding sales through the channel network coverage and achieving a marketing closed - loop. Jackery's market expansion path also provides a reference sample for Chinese consumer electronics brands to "seek growth overseas".
Product image of Jackery
1. Seize the blank outdoor power market and pioneer 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. Data from the American RV Association and the Campground Association show that as of 2024, the number of RVs in the United States reached 15 million, and nearly 50 million people participated in camping activities each year, with an average camping duration of over 3 days. For these "outdoor enthusiasts", electricity is the key to ensuring a good experience - on - board refrigerators, drones, cameras, and even night - time mood lights and small projectors all rely on a stable and continuous power supply.
For a long time, there has been no good solution for outdoor power consumption in the US market. Traditional fuel generators are bulky, noisy, and pollute the environment. Ordinary power banks have short battery life and low power - supply efficiency.
Ten years ago, when Jackery's founder, Sun Zhongwei, was inspecting the North American market, he noticed the blank outdoor power market. So, its brand Jackery innovatively created the world's first lithium - battery portable energy storage product. The first product, the "Explorer Series", was targeted at outdoor scenarios. It is lightweight and can be carried with one hand. The power capacity of the Explorer Series outdoor power supplies ranges from 200W to 3000W, meeting the power - consumption needs of outdoor scenarios such as short - distance camping, photography and aerial shooting, 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 device can be continuously recharged, upgrading the portable energy storage product from an "emergency tool" to "a sustainable lifestyle", which is widely used in scenarios such as RV camping and outdoor fishing.
Product image of Jackery
Around 2018, after establishing a foothold in North America, Jackery set its sights on Japan, a market with a strong demand for emergency power backup due to frequent natural disasters such as earthquakes and typhoons. Energy storage products have changed from being "optional for outdoor use" to "essential for households", becoming the "second growth pole" for Jackery's overseas expansion, and its market size is now 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 long been integrated into their daily lives. "Whether it's outdoor or household power consumption, they are very concerned about whether the product is pollution - free and low - carbon. This concept is naturally in line with Jackery's product attribute of 'power with 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 had 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.
2. The three - pronged marketing approach of mental occupation, continuous reinforcement, and value support
The best way for a brand to differentiate itself is to be the first. As a typical example of a "category brand", Jackery's success in the overseas market can be summarized into three key aspects.
First, "mental occupation". 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 that has 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 associated its brand with the two high - frequency demand scenarios of "outdoor power consumption" and "household emergency power backup", equivalent to obtaining the "priority right of use" for these scenarios. When overseas consumers think of "outdoor power consumption" or "emergency power backup", Jackery always comes to mind first.
Second, "continuous reinforcement". Jackery continuously strengthened 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 been supported by a group of highly loyal overseas outdoor influencers, such as RV travel bloggers, camping experts, and natural - disaster emergency bloggers. Their content focuses more on specific outdoor scenarios. For example, when driving an RV through the Grand Canyon, they use Jackery to continuously power the refrigerator; when camping in the Alps, Jackery can support a drone for a whole - day aerial shooting. The practical experiences of Jackery products by these influencers in real - life scenarios spread rapidly in the outdoor circle, accumulating a group of "die - hard fans" for the brand.
Product image of Jackery
Third, "value support". Channels are an extension of positioning. For marketing concepts to translate into actual experiences, products need to be accessible to users, making product innovation and scenario - based experiences tangible. For large - scale products like energy storage devices, offline experiences are crucial for driving purchases. Tracy said that in addition to online channels such as its independent website and Amazon store, Jackery has chosen to enter mainstream offline supermarkets like Costco and Walmart, allowing consumers to "see and touch" the products with their own eyes and hands.
Through the three - pronged brand - marketing approach of mental occupation, continuous reinforcement, and value support, Jackery finally established the brand perception among overseas consumers that "when thinking of outdoor/emergency power consumption, think of Jackery".
3. Create a new category and incremental market to break free from the involution in the stock market
Over a decade ago, Jackery was restricted by customer demands and price involution, falling into the OEM dilemma of "capacity dependence and meager profits". This was also a microcosm of most Chinese electronic manufacturing enterprises at that time: they had production capabilities but no brand voice or category - defining power.
"Rather than getting involved in the involution of the stock market, it's 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 places higher requirements on enterprises' rapid product iteration and the construction of a localized service ecosystem.
"We 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 feature a lightweight and compact design, which is portable and easy to store. Meanwhile, 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", precisely meeting the installation and usage needs of balcony photovoltaics for European users with its plug - and - play convenience.
DIY product image of Jackery
In terms of marketing channels, Jackery's localization strategy is manifested in different ways. In the North American market, it tells the story of Jackery as a household emergency hero through the influence of outdoor and home influencers. In Europe, it actively participates in local photovoltaic or green - energy - related exhibitions to convey its vision and practical achievements in ESG sustainable development. In Japan, it focuses on high - usage social media platforms, carrying out promotional interactions and planning online marketing activities.
In recent years, with the rapid development of the portable energy storage industry, many enterprises have flocked to the market. Facing the increasingly competitive portable energy storage market, Jackery has expanded its products to the emerging scenario of "household green power". "Jackery started researching and developing household - scenario energy storage products in 2020. At that time, we realized that the demand for household emission reduction among European and American users could extend portable energy storage technology to a broader household green - power field," Tracy said.
In 2024, Jackery officially launched its household energy storage product series. The "Aesthetic Curved Solar Roof Tile Household Green Power System" combines solar power generation with building roofs. It not only provides power with sunlight but also stores excess electricity in energy storage devices for use at night or during power outages. The "DIY Small - Scale Household Green Power System" is designed for 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 green - power usage", Jackery is building a larger - scale green - energy service ecosystem that covers 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.
(Authors: Feng Yaling, Yang Yuexin)