从代工厂到DTC品牌：BLUETTI储能电源如何征服海外市场
近年来，便携式储能电源在全球市场迎来爆发式增长。根据GGII统计数据，2021年全球便携式储能市场规模达111.3亿元，预计2026年将突破800亿元。在这波市场红利中，中国品牌BLUETTI成功实现了从代工厂到DTC品牌的华丽转身。
In recent years, portable energy storage products have experienced explosive growth in the global market. According to GGII statistics, the global portable energy storage market reached 11.13 billion yuan in 2021 and is expected to exceed 80 billion yuan by 2026. Amid this market boom, Chinese brand BLUETTI has successfully transformed from an OEM factory to a DTC brand.
品牌转型之路
BLUETTI母公司德兰明海曾为安克创新、贝尔金等知名品牌代工，积累了强大的技术实力。2019年底，面对疫情冲击，公司决定创立自主品牌BLUETTI，通过众筹平台indiegogo首战告捷，AC200产品斩获673万美元众筹金额。
The Path of Brand Transformation
BLUETTI's parent company, Shenzhen Poweroak, once served as an OEM for renowned brands like Anker and Belkin, accumulating strong technical capabilities. At the end of 2019, facing the impact of the pandemic, the company decided to establish its own brand BLUETTI. Its first crowdfunding campaign on Indiegogo was a great success, with the AC200 product raising $6.73 million.
全球化布局
2021年4月，BLUETTI上线美国自营网站，随后拓展至欧洲、澳洲等主要市场。目前其全球独立站月销售额稳定在1000万美元以上，成为主要营收来源。同时积极布局线下渠道，包括Home Depot、Costco等零售巨头。
Global Expansion
In April 2021, BLUETTI launched its US e-commerce website, subsequently expanding to major markets like Europe and Australia. Currently, its global independent website maintains monthly sales exceeding $10 million, becoming a major revenue source. It has also actively developed offline channels, partnering with retail giants like Home Depot and Costco.
产品创新策略
BLUETTI坚持"以用户为本"理念，持续进行产品迭代：
1. 将物理按键升级为触摸屏
2. 增加WiFi、APP控制等智能功能
3. 开发配套太阳能电池板和扩展电池
4. AC200MAX支持高达1400W的快速充电
Product Innovation Strategy
BLUETTI adheres to a "user-first" philosophy, continuously iterating products:
1. Upgraded physical buttons to touch screens
2. Added smart features like WiFi and APP control
3. Developed matching solar panels and expansion batteries
4. AC200MAX supports fast charging up to 1400W
成功关键因素
1. 强大的供应链优势：母公司德兰明海拥有1000多人的工厂
2. 精准的市场定位：抓住露营经济和自然灾害带来的需求
3. 创新的营销方式：通过众筹和社群营销建立品牌认知
4. 卓越的用户体验：提供长期质保和持续的产品升级
Key Success Factors
1. Strong supply chain advantage: Parent company has a factory with over 1,000 employees
2. Precise market positioning: Captured demand from camping trends and natural disasters
3. Innovative marketing: Built brand awareness through crowdfunding and community marketing
4. Excellent user experience: Offers long-term warranties and continuous product upgrades
未来展望
尽管市场竞争日益激烈，BLUETTI仍保持强劲增长，2022年实现近两倍的增速。未来将继续深耕线下分销和服务体系，同时持续优化产品，扩大用户群体。
Future Outlook
Despite increasing market competition, BLUETTI maintains strong growth, achieving nearly double growth in 2022. It will continue to develop offline distribution and service systems while optimizing products to expand its user base.
