Jackery's parent company, Huabao Xinneng, was founded in 2011. As a global leader in portable energy storage and the pioneer of full-scenario home green electricity, Huabao Xinneng has always adhered to the mission of “making green energy everywhere”. Since its inception in 2012, Jackery has also inherited and implemented this brand belief.
Based on this belief, Huabao Xinneng and Jackery's series of products perfectly integrate leading technological innovation and sustainable environmental protection concepts. According to the 2024 quarterly report, Huabao Xinneng has 607 domestic and foreign patents, and has won 76 international industrial design awards, including the German Red Dot Award, the German IF Design Award, and the US CES Best Innovation Award. Apart from being a moat in the field of technology, in the field of sustainable development, Huabao Xinneng won the prestigious international SEAL Awards for two consecutive years in 2023 and 2024.

According to the 2024 quarterly report, Huabao Xinneng has 607 domestic and foreign patents
Behind every product development is not only the refinement of ultimate product strength, but also an interpretation of the brand concept of “making green energy everywhere”. As early as 2018, the first portable solar panel developed and launched by Jackery introduced a “light-charging outdoor power supply” into outdoor life. Combined with the use of solar panels, portable power charging breaks through the limitations of scenarios and can be widely used in outdoor travel and emergency disaster preparedness scenarios.

When they first entered the market, Jackery conducted detailed research on market segments and consumer portraits. With a deep understanding and accurate grasp of target consumers, Jackery's brand building journey began successfully.

1. Insight into market segments and layout diversified channels
The key to finding market segments is accurate market positioning and channel selection, and Jackery has shown great insight in this regard. Through visiting the US and participating in the CES exhibition (US International Consumer Electronics Show), Jackery discovered that Americans are very passionate about outdoor activities such as camping and picnics, and these activities are all inseparable from the support of electricity. In addition, some regions of the United States often face natural disasters, and consumers have an urgent need for portable, efficient, and safe energy storage power sources. Based on these insights, Jackery made a decisive decision to enter the portable energy storage industry.

When it comes to channel selection, Jackery uses a variety of strategies. The independent station mainly displays content such as household emergency power supplies, disaster mitigation backup power supplies, and outdoor camping adventures, focusing on user experience and brand perception. On Amazon, Jackery sells directly to consumers. The two flow from each other to form a closed loop model combining brand and sales.

In the early days of going overseas, Jackery pioneered the launch of solar panel mobile energy storage equipment, and sales were very smooth. However, as more and more competitors poured into the market, low price competition had a significant impact on Jackery's market share and profits. Faced with this challenge, after careful consideration, Jackery decided to firmly target the target consumer and break the game through brand building.

In order to better understand and portray the customer profile, Jackery used Amazon advertising back-office sales reviews and AMC Marketing Cloud (Amazon Marketing Cloud) tools. By analyzing sales reviews, Jackery found that many outdoor enthusiasts are also environmentalists. In their reviews, they frequently praise environmentally friendly, non-polluting “green energy” products. This is consistent with the results of a third-party research report. Overseas portable energy storage consumers have a broad age group, and their income levels and environmental awareness are relatively high. In the US in particular, 50% of consumers consider environmental factors when purchasing, such as whether the product uses renewable energy or is made of recyclable materials.

50% of US consumers consider environmental factors when making purchases
To this end, Jackery applied for the Amazon Climate Pledge Friendly (CPF) label, so consumers can see the prominent CPF logo when browsing products. This not only strengthens Jackery's brand image, but also allows more environmentally conscious consumers to become loyal Jackery customers.

In addition, through the “behavioral segmentation” function of AMC's marketing cloud tool, Jackery learned that most consumers who buy portable energy storage batteries with a battery capacity of 1000 Wh or less are outdoor enthusiasts, while consumers who buy batteries with a capacity of 2000 Wh or more are more used for home emergency disaster preparedness. Through accurate market positioning and consumer analysis, Jackery successfully targeted target consumers, creating a good foundation for increasing brand awareness and influence.

Holiday promotions have always been an important point for sellers to achieve sales growth and brand promotion. What is unique about Jackery is that with an accurate grasp of target consumer groups, it has successfully turned “Earth Day” into a peak season exclusive to its own brand outside of traditional e-commerce peak seasons such as Prime Membership Day and Black Five Network 1. In this process, Jackery combined with Amazon's newly released “Brand Growth Ladder” and cleverly used brand flagship stores and video advertisements to form her own brand building methodology in establishing brand recognition and enhancing brand loyalty.

1. Build a brand flagship store and establish brand recognition
The Amazon brand flagship store is an exclusive location for Amazon brand promotion. It creates an immersive brand space to interact with consumers, makes it easy for sellers to fully convey the brand story, and forms a “traffic cornucopia” for brand fans, thereby increasing sales and repeat purchases. In establishing brand recognition, Jackery pays great attention to the unification of the brand's visual identity. Whether in terms of product design or brand identification systems such as logos, promotional slogans, and promotional identification signs, they use bright orange brand colors with a very technological sense. The purpose is to hope that users can see high-frequency and unified brand visual promotion, thereby continuously increasing brand recognition.

In terms of building the brand's flagship store, Jackery added “3 or more sub-pages” to the brand's flagship store section to display multiple application scenarios such as outdoor solar energy storage and emergency portable energy storage, so that consumers can enter the corresponding pages to purchase different categories of products according to different scenarios. The diversification of pages gives consumers more choices. Not only can they browse products of interest in the same category within their favorite page categories, but they can also evoke memories of the brand in future demand scenarios. It not only increases consumers' chances of buying, but also continuously promotes consumers to understand the brand's positioning and enhances brand recognition.

2. Carefully plan video ads, create your own peak marketing season, and increase brand loyalty
Every year around Earth Day on April 22, Jackery uses various online and offline themed events to strengthen the “sustainable green energy” brand image. For example, on “Earth Day” in 2023, Jackery shared an example of partnering with the World Wide Fund for Nature (WWF) to protect the endangered wild animal, blackfoot ferrets. In 2024, we also donated a number of light-charged outdoor power products to WWF to support the monitoring and protection of blackfoot ferrets, an endangered animal in the wild, and to guarantee the global natural ecology with green and clean energy.
At the same time, Jackery also used “Earth Day” to plan a series of marketing activities, turning the holiday into an exclusive marketing season for the brand. In the “Earth Day” marketing campaign in May 2024, Jackery launched a video advertisement related to marine animal protection on its Amazon flagship store page, with the theme “Live with Nature.”

The protagonist of the ad is a marine wildlife conservationist. The video shows her using a camera and drone at sea to capture unique interactive scenes of wild marine animals, and uses Jackery's portable and environmentally friendly portable energy storage power supply to ensure that the device maintains a stable battery level at all times. This video advertisement not only reflects the connection between humans, animals, and nature, but also conveys the portability, stability, and safety of Jackery's outdoor energy storage power supply, as well as the brand mission of “making green energy everywhere”.
As a dynamic form of promotional content, Amazon video ads provide consumers with an immersive experience. In the process of consumer shopping, video advertisements not only display the brand image and brand positioning, but also enhance consumers' imagination of using the product by showing product usage scenarios, thereby stimulating the desire to buy. They all play a critical role in increasing sales, conversion rates, and brand loyalty. In the long run, the “Live with Nature” video advertisement published by Jackery can strengthen the brand's user mentality in terms of environmental protection and sustainable development, and enhance the loyalty of brand fans.

The data proved that this set of “Wang Bang Combo Punch” at the Jackery brand flagship store was very effective. In terms of brand recognition:

As globalization continues to deepen, it is essential for Chinese companies to build a unique brand if they want to achieve long-term development and stand out on the way overseas. As an outstanding representative of Amazon's leading brand sellers, Jackery shared brand building methodologies at the Amazon Global Store “Cross-border Summit Leaders Forum”.
The “Cross-border Summit Leaders Forum” is a closed-door forum series created specifically for Amazon's leading brand sellers in Amazon Global Stores. The forum conducts continuous in-depth discussions on the three topics of brand building, product innovation, and global site expansion, explores new opportunities and empowers the cross-border e-commerce industry.