BLUETTI储能电源：从代工厂到DTC品牌的海外成功之路
BLUETTI储能电源：从代工厂到DTC品牌的海外成功之路
BLUETTI Power Station: From OEM to DTC Brand's Overseas Success Story
图片来源/Image Source: BLUETTI
近年来，便携式储能电源（被大众称之为"大号充电宝"）在全球市场迅速走红。根据GGII统计数据显示，2021年全球便携式储能市场规模达到111.3亿元，预计到2026年将超过800亿元。
In recent years, portable power stations (commonly known as "large power banks") have gained tremendous popularity worldwide. According to GGII statistics, the global portable power station market reached 11.13 billion yuan in 2021 and is expected to exceed 80 billion yuan by 2026.
疫情后海外露营经济兴起，消费者对便携式储能电源的需求激增，市场呈现快速增长态势。乘着这股东风，许多跨境卖家和代工企业开始布局自主品牌业务，其中BLUETTI表现尤为突出。
With the rise of camping economy overseas post-pandemic, consumer demand for portable power stations has surged, driving rapid market growth. Riding this wave, many cross-border sellers and OEM manufacturers have begun developing their own brands, with BLUETTI standing out as a prime example.
品牌蜕变：从OEM到DTC/Brand Transformation: From OEM to DTC
作为深圳市德兰明海科技有限公司旗下品牌，BLUETTI创立于2019年，坚持走品牌化路线。短短几年间，BLUETTI已成为中国便携式储能电源出海头部品牌，海外市场份额持续增长。
As a brand under Shenzhen Poweroak Newener Co., Ltd., BLUETTI was established in 2019 with a commitment to brand development. In just a few years, BLUETTI has become a leading Chinese brand in portable power station exports, with continuously growing overseas market share.
德兰明海海外品牌负责人于洪介绍："BLUETTI最初在亚马逊销售时，消费者主要关注性价比。通过2020年7月在Indiegogo的众筹活动，我们的AC200产品在两个月内获得673万美元成交额，这让我们看到了海外市场对大功率、高品质储能电源的强劲需求。"
Yu Hong, Overseas Brand Director of Poweroak, explained: "When BLUETTI first sold on Amazon, consumers mainly focused on cost-performance ratio. Through our crowdfunding campaign on Indiegogo in July 2020, our AC200 product achieved $6.73 million in sales within two months, revealing strong overseas demand for high-power, high-quality power stations."
全球布局：独立站月销破千万美元/Global Expansion: Official Website Exceeds $10M Monthly Sales
2021年4月，BLUETTI在美国上线自营网站，随后陆续布局欧洲、澳洲、加拿大、英国和日本等主要市场。目前BLUETTI全球独立站月销售额稳定在1000万美元以上，成为零售渠道主要收入来源。
In April 2021, BLUETTI launched its official website in the US, followed by expansions into key markets including Europe, Australia, Canada, the UK, and Japan. Currently, BLUETTI's global official website maintains stable monthly sales exceeding $10 million, becoming a primary revenue source for retail channels.
于洪强调："要做品牌，官网必不可少。我们珍视每一位客户的反馈，让客户参与到品牌建设中。真正的品牌建设要回归产品和服务本身。"
Yu Hong emphasized: "To build a brand, an official website is essential. We value every customer's feedback and involve them in brand development. Authentic brand building must return to the products and services themselves."
产品创新：用户体验为核心/Product Innovation: User Experience as Core
BLUETTI AC300产品上线当日售出300万美元，平均单价3300美元。其成功得益于：
BLUETTI AC300 achieved $3 million in sales on its launch day, with an average unit price of $3,300. Its success stems from:
- 社群营销预热推广/Community marketing pre-launch campaigns
- 解决用户痛点/Addressing user pain points
- 参数大幅升级/Significant parameter upgrades
BLUETTI持续进行产品创新，如将物理按键升级为触摸屏，增加WiFi、APP控制等功能，使产品更加智能化。配套太阳能电池板和扩展电池满足多场景需求。
BLUETTI continues to innovate, upgrading physical buttons to touchscreens and adding WiFi and APP control features for smarter products. Matching solar panels and expansion batteries meet diverse scenario needs.
未来展望/Future Outlook
尽管2022年大环境不佳，BLUETTI仍保持近两倍增速。未来计划：
Despite challenging conditions in 2022, BLUETTI maintained nearly double growth. Future plans include:
- 发展线下分销和服务体系/Developing offline distribution and service systems
- 持续产品改良/Continuous product improvement
- 触达更多消费群体/Reaching more consumer groups
结语/Conclusion: BLUETTI的成功证明，深入理解目标市场需求、为用户创造价值的品牌，才能在海外市场保持长久竞争力。
Conclusion: BLUETTI's success demonstrates that brands which deeply understand target market needs and create value for users can maintain long-term competitiveness overseas.
