Many bosses engaged in cross-border business often have such confusion:Products that are generally considered best-sellers in China end up being hard to sell after going Tuke; while those categories that Chinese business people think are niche and hard to sell are especially popular in overseas markets.

The main reason behind this is actually the different market demands at home and abroad, and naturally, consumers' shopping motivations are worlds apart.

Take portable energy storage products as an example. This category is still relatively niche in China. Many consumers feel that they may not use it a few times a year after buying it, and it is likely to be idle, belonging to a non-essential item that is nice to have but not necessary.

 

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But overseas, such as in Europe and the United States, the situation is completely opposite.

On one hand, many local residents live in the suburbs, where natural disasters such as tornadoes are frequent, making portable energy storage devices a rigid demand for home emergency power supply; on the other hand, foreigners are keen on outdoor camping and RV travel with friends, and a large-capacity portable power station can meet all the electricity needs during the trip, maximizing practicality.

Nowadays, with the global outdoor activity and camping boom continuing to heat up, coupled with the rising demand for home emergency power supply year by year, the portable energy storage industry is ushering in an unprecedented development opportunity.

Industry data shows that the global portable power station market size is valued atUSD42billion in2025, and is expected to reachUSD19.9 billion in2033, with a compound annual growth rate (CAGR) of22.4% from 2026 to 2033, showing great growth potential.

 

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A high-growth, high-potential golden track will inevitably attract various brands to enter the market and compete for market dividends.

Among domestic brands, there is no shortage of Chinese players who have already broken through successfully. Today, we are talking about Jackery, which has established itself in overseas markets and become a leading representative in the portable energy storage sector.

 

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From Power Banks to Portable Energy Storage: A Brand's Leap to Globalization

Public information shows thatJackery is the leading portable energy storage Tuke brand under Shenzhen Huabao New Energy.

The brand's founder, Mr. Sun, went south from Shandong to Shenzhen as early as 1999. In 2003, he solved the pain point of mobile phone battery life in Huaqiangbei, developed the world's first lithium battery power bank prototype, and later launched the iPhone battery case, becoming an early industry benchmark player.

In 2011, Mr. Sun founded Shenzhen Huabao New Energy. At that time, the outdoor and emergency power supply segments were still blank in the market, so the company took the opportunity to start a strategic transformation, shifting from the mobile power bank track to the portable energy storage market.

In 2012, the Jackery brand was officially established in Silicon Valley. Its first portable energy storage product, the Explorer series, directly targeted the rigid demand for outdoor scenarios. The body is lightweight and can be carried with one hand, with power capacities ranging from 200W to 3000W, meeting both short camping, photography, and aerial photography leisure needs, as well as special scenarios such as medical emergencies, quickly entering the overseas outdoor market.

 

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In 2018, the brand further improved its layout based on energy storage products and launched a series of solar panel products, providing solar charging capability for energy storage devices, widely suitable for RV camping, outdoor fishing, and other scenarios, creating differentiated product solutions and further opening up the international market.

In the following years,the Jackery brand took advantage of the camping boom and emergency demand in Europe and the United States, and its sales soared all the way up.

 

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With the successful breakthrough of the Jackery brand in overseas markets, Huabao New Energy has also steadily grown into a global leader in the portable energy storage field.

According to financial report data,the company achieved an operating income of 3.606 billion yuan in 2024. As of the first half of 2025, the global sales of energy storage devices under Huabao New Energy are about to exceed 6 million units, making it an undisputed cross-border giant in the portable energy storage track.(Data source: China Economic News Network, Shanghai Securities News)

 

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TikTok Marketing: Conquering Overseas Markets with Short Videos

As an essential item deeply integrated into home emergency and outdoor entertainment scenarios, to sell explosively Tuke and gain a foothold in the market, relying solely on product strength is far from enough. Precise and powerful marketing is also needed so that overseas potential users can truly perceive the practicality of the product, thus promoting conversion.

To this end,the Jackery branddecisively leveraged the globally popularTikTok platform as a marketing tool, relying on the platform's traffic to penetrate layer by layer, allowing consumers to go from being attracted to learning about the product, and gradually progressing toIneed,I want to buy, efficiently opening up the conversion chain.

First,precisely selecting influencer collaborations isthe key first step for Jackeryto open up theTikTok marketing field.

To deeply fit users' real usage scenarios, the brandcooperated witha large number of home living and outdoor entertainment influencers, precisely reaching potential user groups from two dimensions: home emergency needs and outdoor leisure needs.

For example,the home living influencerTikTok@eastcoastdiy, who has 6.6 million followers, shot a promotional short video for Jackerybrand'sportable backup power.

 

Image source:TikTok

InfluencerEastcoastdiylivesinFlorida, on the southeast coast of the United States, with her house right by the sea. In March this year, she was hit by a severestorm,causing seawater to flood in and the house to be submerged,and the entire house's electricitywascut off.

To restore basic home electricity,shechosetheJackery brand's Solar Generator 5000 Plusfor emergency use,which can not onlystably support the normal operation of the core appliancesat home,but also maintain up to30 days of power support.

This real content closely related to disaster emergency needslet potential users truly see the necessity of purchasing the product. So far, it has received over one million views and76,900 likes, with inquiries like "How much?" and "What is the price?" everywhere in the comments section.

It can be seen that this kind of video content that deeply integrates intoreal-life scenariosanddirectly hits users' core pain pointscan move potential users and prompt them to make the next purchase decision.

 

Image source:TikTok

As for marketing in outdoor entertainment scenarios,the video co-produced by Jackery and influencer @daniiiellelele, who has 296,400 followers, also achieved excellent promotional results.

 

Image source:TikTok

This video takes daily RV travel as the entry point, and influencerdaniiiellelele intuitively demonstrates the application value of Jackerybrand'sportable power station in outdoor scenarios: it can meet the charging needs of various devices such as mobile phones, tablets, computers, and juicers, perfectly solving the electricity anxiety of outdoor travel.

Such a daily sharingvideohas triggered a good response. So far, the number of views has exceeded3.8 million, and the number of likes is as high as 624,000.

Allowingmany viewers to get to know the brand and understand the product's performance during immersive viewing.

 

Image source:TikTok

In addition to influencer collaborations,Jackerybrand alsosimultaneously operatestheTikTokofficial brand account@jackery.inc, creating an independent communication base. At present, the accounthas176,400 followers, and the total number of likesis402,500.

 

Image source:TikTok

The contentmainlyfocuses on two sections: on one hand,publishing advertising videos; on the other hand, timely releasing brand promotional activities. After following, users can quickly get benefit information and fully understand product functions and applicable scenarios, efficiently achieving user retention and deep seeding.

 

Image source:TikTok

Chinese Brands Tuke: Identifying Needs Is More Important Than“Competing on Price”

Jackery's Tuke case just confirms a core logic:To succeed in overseas markets, you must start with deep insight into the real local needs.

European and American consumers' pursuit of portable energy storage products is not blind following, but comes from the rigid pain points of home emergency and outdoor life. This difference in demand at home and abroad is precisely the golden opportunity window that many domestic companies tend to overlook.

At present, the global portable energy storage market is growing rapidly at aCAGR of 22.4%, moving towards a scale of hundreds of billions. For brands aspiring to Tuke, instead of fighting in the red ocean, it is better to deeply cultivate and refine segmented scenarios.

Whether it is home emergency backup energy or essential equipment for outdoor travel, as long as you can accurately solve the user's core pain points and create irreplaceable product value, you will have the opportunity to replicate thesuccess path of the Jackery brand.