Expert Opinion: Portable energy storage industry development and opportunities in 2023

Industry growth guidance in 22-23: The overall growth rate will slow down slightly under the high base, Europe will maintain high growth, and China is expected to become the fourth largest market in the world. The growth rate of the global market was about 70% in 2013 and 50% in 2013, among which the growth rate of the United States and Japan slowed down to 30-40%, and the growth rate of Europe was 100% in 2013 with strong demand. The market size is expected to rival Japan. It is estimated that the global demand market distribution in 23 years will be 40% in the United States, 20% in Japan and Europe, 10% in China and 10% in other regions.

Changing trend and competitive pattern of different capacity products' share: The European energy crisis led to a rapid increase in the proportion of products above 2kWh, from 20% to 30%. Industry competition pattern: Small enterprises are dominated by small-volume products, and sales of high-volume products among top players account for a high proportion. New enterprises can make profits but are difficult to pose a threat to top players. 90% of the enterprises do not have the capacity of self-research and production, and the product specifications are concentrated below 1kWh. Warburg 1-2kWh products account for more than 50% of the overall sales, which is higher than the market average level; Zhenghao 2kWh and above products account for 60-70%; Delanminghai 5kWh products are in short supply in Europe, accounting for more than 70-80% of the overall sales. The existing sales channels are mainly concentrated on Amazon, and the flow rules of Amazon make it difficult for the channel brands of new enterprises to migrate. The portable energy storage business of new enterprises, as a supplement to the main business, is difficult to form the core competitiveness.

Competitive location difference of head players: Warburg occupies absolute advantage in Japan, while small-volume products in the United States dominate; Zhenghao has the largest niche of large-volume products in the United States, and the first-mover advantage of channels in Europe. The sales volume of Delaminghai 5kWh products is in short supply in Europe, and small-capacity products do not have competitive advantages. In the future, Delaminghai will focus on distributed energy system solutions.

Portable energy storage enterprises to enter the home storage circuit: research and development of 5kWh products is the only way to enter the home storage, bidirectional inverter self-development and production is the key point of cost reduction. Portable energy storage enterprises achieve differentiation against Huawei, Tesla and other enterprises by means of business model differentiation. The To C service is used to reduce middlemen and installation costs. Through product differentiation, it can not only be installed quickly, but also has portable energy storage function, which can be used outdoors and can be switched between different scenarios.

Source: A man finds value