The Hong Kong IPO market in 2026 is particularly lively. As of the close on February 27, 24 new stocks have successfully been listed, with a long queue waiting to go public.

In this wave of listings, a company called Delanminghai recently submitted a Main Board application to the Hong Kong Stock Exchange, with Qingtou Capital acting as the sole sponsor. Delanminghai may sound unfamiliar, but their brand BLUETTI is a familiar face in the outdoor power and energy storage circles.

 

Image source: Delanminghai

This energy storage brand born in Shenzhen, China, has entered the global leading camp of portable energy storage in just a few years. Its products are exported to120+ countries and regions, serving over 3.5 million users, with annual revenue exceeding 2.1 billion yuan and sales of more than 2 million units.

Today, let's take a closer look at what the BLUETTI brand has done right.

 

Image source:BLUETTI

From Behind the Scenes to the Front Stage, Speaking for Itself

To tell the story of BLUETTI, we naturally cannot ignore its parent company Delanminghai.

Delanminghai was founded in2013, and in its early days, it was an OEM for power banks and drone batteries. Back then, familiar brands like Anker Innovations, Belkin, and Romoss were all its clients..

But the OEM path, in the end, is raising children for others.

In 2019, the impact of the global pandemic brought this reality to the forefront: many OEM clients drastically reduced orders, and the business suffered a "Waterloo." Forced by circumstances, Delanminghai made a key decision—to build its own brand. In 2020, BLUETTI was officially registered and launched.

 

Image source:BLUETTI

In July 2020, BLUETTI launched its first product AC200 on Indiegogo, raising over $6.73 million in crowdfunding in just two months, setting new records in multiple categories on the platform. The brand then entered the fast lane: in 2021, it successively established independent sites in the US, Europe, Australia, and other countries, gradually building a global sales network; in 2023, the AC500 series topped the global energy category with a crowdfunding result of $12.19 million.

By the end of2025, BLUETTI's products have covered more than 120 countries and regions worldwide, with cumulative shipments exceeding 3.5 million units.

From a small OEM factory to joining the global first tier, this process took less than six years.

 

Image source:BLUETTI

How Does the Industry Tailwind "Lift" the Brand to New Heights?

The rapid rise of the BLUETTI brand is inseparable from its own efforts, but even more so from the tailwind of the global energy storage industry.

Data shows that the global Portable Power Station market was about $487 million in 2022, and is expected to grow to $948 million by 2030, with a compound annual growth rate of about 8.2%.

Driving factors include: the increase in outdoor camping, RV travel and other activities, as well as the rising demand for outdoor electricity and emergency backup power.

 

Image source:finance.yahoo

From the perspective of competition, this is an industry with "technical threshold + brand threshold + channel threshold" superimposed.

According to Frost & Sullivan, in 2024 the global portable energy storage device manufacturing sector has already shown a trend of concentration at the top. Delanminghai ranks fourth with about 6.6% of revenue share, meaning the leading players have widened the gap with small and medium brands.

For domestic brands wanting to enter this track, the track is still expanding, but the "barbaric growth period" is basically over. The real opportunities are for players who can differentiate themselves in technology, product matrix, and long-term brand management.

 

Image source: Internet

TikTok: Not Just for Selling Goods, But a Content Arena for Lifestyle

Among all channel layouts, the most worth examining is actually the BLUETTI brand's approach on overseas social media, especially Tuke.

Many people think Tuke can only sell low-priced impulse goods, but BLUETTI proves this is a misconception.

Currently, its main Tuke account @bluettipowe has accumulated 1.3 million followers. The core logic of this account is not to pile up product parameters, but to penetrate with scenario-based content.

 

Image source:Tuke

For example, in a 60-second video, the product may only appear for 2 seconds, while the remaining 58 seconds are about outdoor camping tips, outdoor cooking gear recommendations, and life hacks that users are genuinely interested in.

As the brand says, "More users will pay attention to us because of the value in those 58 seconds."(Source: Ebrun).

 

Image source:Tuke

This content logic essentially attracts people with lifestyle. Users are first moved by the sense of life, then willing to learn what the product is.

Take their pinned video for example: nearly a minute long, from touching coffee to enjoying a movie by the campfire, there are only a few shots of BLUETTI products in actual use, but the effect is impressive, with nearly 160,000 views.

 

Image source:Tuke

Besides scenario-based content, BLUETTI's brand operation and planning in live streaming is also worth a closer look.

Data shows that their brand account's transaction amount in the past thirty days was $59,000, of which live streaming contributed $55,700, accounting for more than 94%. It can be seen that live streaming is already a major focus of their operations.

 

Image source:kalodata

The live streaming room itself is not luxurious, just a simple backdrop and host explanation, with controllable costs, and nothing special at first glance.

What really makes this system work is the method of live stream clips for traffic. By continuously exposing a large number of live stream segments in the short video feed, users see interesting moments while scrolling and click into the live stream, forming a complete chain from content seeding to live stream conversion.

 

Image source:Tuke

After discussing the content and live streaming strategies of their self-operated account, let's look at influencer marketing.

BLUETTI's influencer strategy is actually very simple: layered selection by scenario, not blindly pursuing big traffic from top bloggers, but cooperating with creators whose fan base is small but highly targeted.

The core of this approach is to let influencers in different verticals reach potential users in their own circles in their own way, making the content more native and conversions more natural.

 

Image source:echotik

Tuke influencer @carahellis is a great example. Although she has only 39,800 followers, her content always revolves around outdoor life and home scenarios. Her fan base is naturally sensitive to camping power supply and home emergency power needs, perfectly matching BLUETTI's target users.

 

Image source:Tuke

In her collaborative video content with the brand, @carahellis simply explained the product and shared her real usage experience, achieving over 570,000 views.

Moreover, in the comments section, many fans actively asked about product details such as charging speed and output power, and @carahellis replied to each one, helping potential buyers clarify their decision doubts.

It can be seen that working with a batch of vertical small and medium influencers like this is cost-controllable, with high fan trust, and is indeed a path worth trying for brands just starting out with limited budgets.

 

Image source:Tuke

Going Global: Now Is the Best Time

The story of the BLUETTI brand has come to today. Whether it's its determined transformation from OEM or its refined operation in overseas channels, it provides a sample worth referencing for domestic enterprises.

In fact, thinking carefully, brands like BLUETTI emerging is the dividend of the entire Chinese manufacturing supply chain, and also reflects the rising global recognition of Chinese brands. In the past, "going global" meant selling goods; now, "going global" means brands taking root overseas.

Of course, this process is not easy—you have to understand cultural differences in different markets, adapt to different platform rules, and continuously invest in products and services—but the opportunity is right there. Whether you can seize it depends entirely on you.