Counterattack on Anker, approved for listing, the case of portable energy storage DTC brand Jackery going overseas for social media marketing

In July this year, Huabao Xinneng obtained approval from the China Securities Regulatory Commission for its IPO and was approved to go public. This company focusing on the "portable energy storage" track has also attracted widespread attention.

In the recently released 2022Q2 "BrandOSTOP 100 Overseas Brand Social Media Influence List", the DTC portable energy storage brand of Huabao New Energy, which faces overseas markets, Jackery, as a new brand on the list, entered the No. 1 TOP100 in the general list of all industries 66, and the 7th in the industrial manufacturing subdivision list.

In today's article, we focus on Jackery, the first portable energy storage brand to enter the BrandOS list, and look at how portable energy storage brands build their influence on overseas social media platforms.

01

Huaneng Xinbao, which has the largest market share, and its main overseas business, Jackery

Founded in 2011, Huabao New Energy has now become the largest portable energy storage equipment manufacturer in the market. It owns two self-owned brands, "Electric Xiaoer" and "Jackery", which are positioned in the domestic and overseas markets respectively, and are among the best in the "outdoor power supply" category of both Tmall and Amazon.

The overseas business represented by Jacekery is the main source of its income. Overseas, Jacekery can not only surpass Amazon's own brand, but also surpass Anker's portable energy storage brand PowerHouse, becoming Amazon's highest-rated portable energy storage product in the United States, the United Kingdom, Italy and other regions.

In fact, before 2015, Dianxiaoer and Anker, the brands of Huabao Xinneng, were both leaders in the power bank industry. Among them, Dianxiaoer also served as an early entrant in the shared charging treasure for Huabao Xinneng. Time performance growth. However, as the competitive pressure in the power bank industry increases and Anker's brand effect gradually covers the entire industry, Huabao Xinneng began to transform the portable energy storage industry in 2015, and at the same time launched the Jackery brand, which is directly oriented overseas, and officially launched in 2016. The first portable energy storage product.

After years of deep cultivation, Huabao Xinneng has not only mastered more than 200 related patents, but also expanded to the United States, Canada, Japan, South Korea, Germany, the United Kingdom and other markets. At the same time, with the increasing demand of global users for new lifestyles such as camping, picnics, and RV travel after the epidemic, Jackery, as a portable energy storage DTC brand of Huabao Xinneng directly facing overseas, has finally ushered in development under the impetus of the epidemic. and outbreak.

02

Interpretation of Jackery's 4 Strategies for Social Media Marketing

Jackery attaches great importance to marketing on overseas social media while attaching importance to various sales channels (Independent Station, Amazon, Rakuten, etc., Yahoo Japan). In terms of the proportion of website traffic, social media platforms are the third largest traffic portal, with the most traffic coming from Facebook.

We take Jackery's Facebook global homepage as an example, we can see that it mainly adopts several strategies on social media.

☐ 01Set topics around product usage scenarios

As mentioned above, the popularity of portable energy storage products comes from people's desire for outdoor leisure and entertainment methods such as RV travel, camping, and picnics after the epidemic. Jackery's Facebook content settings are also mainly built around these outdoor use scenarios that can arouse people's desire.

For example, it introduces travel holy places suitable for outdoor, and simulates scenes that require portable power during travel (such as outdoor movies, temporary offices, etc.). On the one hand, it uses real scenes to resonate with users, and on the other hand, it also intuitively introduces Jackery products. In actual use, the effect is killing two birds with one stone.

☐ 02 Actively cooperate with travel celebrities and show real reviews

Different from products that focus on "appearance", products such as portable energy storage that take practicality and experience as the main consumption decision, need to reflect more real evaluations on social media.

Therefore, on Jackery's Facebook global page, it is frequently seen that it actively displays the evaluation of Jackery's products on travel celebrities or professional outdoor travel evaluation websites. The evaluation of influencers and professional websites is the recognition and endorsement of the product, and at the same time, it can also allow potential consumers to feel a more authentic "experience" than the product description through these content on social media, thereby enhancing trust.

☐ 03Festival Marketing and "Festival-making" Marketing

Holiday marketing is a DTC brand's forte, and Jackery is no exception. For example, during Father's Day, Jackery carried out a 15-day promotion, and the words "Father's Day discount" were included in the posts during this period to further emphasize the discount.

In addition to taking advantage of existing festivals for social media marketing, Jackery also launched the brand celebration day #JackeryDay as an introduction to launching new products and promotions. With the lucky draw, the related content became the most popular Q2 of Jackery's Facebook global page. Welcome TOP3 posts.

☐ 04Cross-border cooperation to expand marketing boundaries

In addition to the common social media marketing methods such as scene marketing, word-of-mouth marketing and festival marketing, Jackery also boldly challenged the "cross-border cooperation" marketing method with higher time and planning costs in overseas social media.

On June 30, Jackery announced on its Facebook global page that it has partnered with RV membership service company HarvestHosts to launch a linked discount, as long as you use the JACKERY code when signing up at HarvestHosts to enjoy 15% off the first year.

This is a very successful cross-border cooperation, which not only emphasizes the important role of Jackery in the RV travel scene, but also allows the Jackery brand to penetrate into the RV member group of HarvestHosts and further enhance its presence in the precise target customer group. popularity and influence.

For overseas brands, on the premise of exploring usage scenarios, it is worth learning from partners who can cooperate across borders and achieve a win-win situation.

Epilogue

Leading technology + excellent products + marketing that is most suitable for brands = high growth and leading industry position. We can also see how a mature DTC product can further enhance its influence from Jackery's overseas market and social media marketing cases.

The "BrandOS TOP100 Overseas Brand Social Media Influence List" is the first non-commercial list to rank the performance of Chinese overseas brands on global social media platforms. You are welcome to continue to follow us. We will also focus on more outstanding brands. Overseas brands, analyze their social media marketing strategies and share their influence enhancement experience.

The overseas social media data collection and analysis tools in this article are all from Marketing Cloud. If you are interested in how our products can help overseas brands improve the efficiency and effectiveness of social media marketing, please leave your contact information, and we will arrange a special person to get in touch with you.