Many Tuke practitioners often view overseas markets with the inherent mindset of doing business in China, blindly copying domestic operational logic and product selection strategies. They directly replicate products that are hot sellers in the local market and sell them to overseas consumers.

However, this kind of blind replication often yields minimal results. Not only do the products sell poorly and accumulate large inventories, but it is also difficult to achieve profitable conversion in the end.

On the contrary, many niche and unpopular categories in China have gained great popularity overseas and opened up broad sales channels.

The core reason is actually very simple: consumer demand at home and abroad is completely different.Take the portable energy storage track as an example, and you can clearly see the differences.

 

Image source:Jackery

This type of product has a limited audience in China. Most consumers think it is too bulky and used infrequently in daily life, so it is likely to be left unused after purchase, resulting in generally low purchase intention. But the situation in overseas markets is completely different, with very strong demand.

Especially in regions such as Europe, America, and Japan, extreme weather like wildfires, cold waves, and hurricanes has almost become the norm, making household emergency backup power a rigid demand. At the same time, the popularity of outdoor lifestyles such as camping and RV travel is increasing, and large-capacity portable energy storage devices can solve all power needs for outdoor travel in one go.

 

Image source:Jackery

In addition, under the global trend of low carbon and emission reduction, environmental protection policies in various countries continue to strengthen. As distributed clean energy equipment, portable energy storage has received a lot of policy support, gradually replacing traditional fuel generators and completely solving the pain points of high noise, heavy pollution, and low safety of fuel engines.

With multiple rigid demands and continuous policy empowerment, the portable energy storage track has experienced explosive growth in recent years, becoming a definite hotspot industry.

According toindustry data released by Fact.MR:

In 2025, the global portable energy storage market size will reach $4.2 billion, and is expected to climb to $30.3 billion by 2035, with a compound annual growth rate of up to 21.8% over ten years, showing considerable long-term growth potential.

 

Image source:Fact.MR

Such a high-growth, high-potential quality track naturally attracts a large number of brands to enter the market and compete for global market dividends.

Among the many competitors, several Chinese brands have successfully broken through and lead globally. The one we are talking about today,Jackery, is a benchmark Chinese brand that has deeply cultivated the overseas portable energy storage market and secured a leading position in the industry.

 

Image source:Jackery

From a small factory in Huaqiangbei to the global leader in energy storage

According to public information,Jackery was founded in 2012 as a leading global portable energy storage brand, under Shenzhen Huabao New Energy.

The brand did not focus on the energy storage track from the beginning, but grew into a global benchmark step by step through strategic transformation and seizing overseas opportunities.

As early as1999, the brand founder Mr. Sun went south to Shenzhen to start a business, and has long been rooted in the Huaqiangbei lithium battery track.

In 2004, he developed the world's first lithium battery power bank, and later launched the iPhone battery case, securing an early lead in the consumer power industry.

With solid technical accumulation and product layout,Shenzhen Huabao New Energy was officially established in 2011; the following year, the Jackery brand was launched in Silicon Valley, officially targeting the global market.

But the good times did not last long. With the popularity of smartphones, the threshold for the power bank industry dropped sharply, competition became increasingly homogeneous, and price wars intensified, squeezing track profits.

At the same time, the overseas consumer environment was undergoing significant changes. Outdoor camping and RV travel culture continued to be popular, coupled with frequent extreme weather, making household emergency backup power a rigid demand; in addition, the launch of Tesla's home energy storage products brought portable energy storage into the public eye, revealing a huge market gap in this blue ocean.

Seeing the dual opportunities of overseas rigid demand and industry trends, Mr. Sun withstood internal controversy and in2015 officially began a strategic transformation, shifting from the power bank track to the portable energy storage market.

 

Image source:Jackery

In 2016, Jackery launched its first Explorer series energy storage product, which, with its advantages of being quiet, environmentally friendly, portable, durable, and having high power and multiple interfaces, perfectly replaced traditional fuel generators, adapted to outdoor travel and home emergency scenarios, and quickly captured a large number of overseas consumers.

In 2018, the brand increased its layout and launched the Solar Saga series of portable solar panels, forming an integrated ecosystem of solar charging + energy storage, completing the outdoor power supply loop and further widening its differentiation advantage.

 

Image source:Jackery

On the channel side,Jackery adopts a dual model of cross-border e-commerce platforms + overseas independent sites, covering mainstream channels such as Amazon, Rakuten, and eBay, combined with independent site private domain operation and SEO optimization, continuously expanding its global customer acquisition capability.

With clear product positioning, comprehensive overseas channels, and continuous technological iteration,Huabao New Energy was successfully listed in 2022, winning the title of "the first stock of portable energy storage".

So far,Jackery's cumulative global sales have exceeded 7 million units, with annual revenue of over 3.6 billion yuan, making it the world's number one portable energy storage leader in sales.

 

Image source:Jackery

Usingsocial media marketing to "plant" the product in users' minds  

Portable energy storage has now deeply integrated into the two core scenarios of household emergency and outdoor travel. To continue breaking the circle and driving incremental consumption, strong product strength and comprehensive channel layout alone are far from enough—precise global marketing layout is equally crucial.

To this end,the approach of the Jackery brandis to seize the traffic window of overseas social media, takingTuke and other mainstream platforms as the core marketing positions, and gradually penetrate user awareness with the help of the platform's huge traffic ecosystem.

1.Building a foundation with self-operated accounts

InTuke'soverall layout, the first step forJackeryis to builda brand account.

So far, the official account@Jackery Direct has reached 179,400 followers and accumulated 403,300 likes.

 

Image source:Tuke

The account content mainly operates around two directions:

First, regularly releaseproductpromotional videos and the latesteventinformation to help users quickly understand the core functions and brand trends, effectively improving user stickiness and retention rate;

Second, deeply cultivate real-life content, covering diverse scenarios such as household emergency power, outdoor camping, and self-driving travel. Through scenario penetration and function demonstration, potential users can see the product's practicality, subtly planting the seed of desire for the product.

 

Image source:Tuke

2.Amplifying exposure through influencer promotion

In addition, selecting high-qualityinfluencersforcollaboration isJackery's second step in leveraging Tuke traffic and expanding exposure.

To fit the real usage environment of overseas users, the brandcooperates with manytechnologyandoutdoor verticalinfluencers, focusing on the two core needs of household emergency and outdoor leisure, precisely reaching target consumergroups.

The Tuke RV travel influencer@Danielle Gross, with 295,100 followers, once shot a real-life product placement short video for Jackery.

 

Image source:Tuke

The video focuses on daily RV life, demonstrating the outdoor practical value of the brand's portable energy storage device in real scenarios. Whether it's digital products like phones and computers, or fans and small kitchen appliances, it can provide stable power supply, effectively solving the power problems of outdoor travel.

This real-life sharing content received very positive market feedback. So far, the total viewshave exceeded3.8 million, with likesreachingas high as624,200.

Relying on immersive scenario-based content output, viewers can easily get to know the brand and understand the product's advantages during natural viewing, thus achieving deep product placement unconsciously.

 

Image source:Tuke

Conclusion

Looking back atJackery's Tuke path, it's actually not complicated. The core is to identify the real rigid demand overseas, and then steadily capture it with practical products, comprehensive channels, and effective social media marketing.

The portable energy storage track may still not be a mainstream category in China, but in markets such as Europe, America, and Japan, it is a standard configuration for household emergency and outdoor life.This mismatch between hot overseas demand and cold domestic demand is precisely the biggest opportunity for Tuke right now.

For Chinese companies, now is a good time to re-examine overseas markets. Don't use domestic experience to apply to overseas, and don't simply understand Tuke as just selling goods abroad.The real opportunity is often hidden in your understanding of the real lives of overseas users.

The path has already been paved by others. The rest depends on who is willing to take that step.