Core members of DJI resign and start a new business, leveraging TikTok's annual revenue to reach 8 billion!

In recent years, the penetration rate of outdoor culture in Europe and America has been increasing, and outdoor activities such as camping and RV travel have gradually evolved from niche hobbies to mainstream lifestyles.

As people increasingly seek to relax and enjoy the outdoors, the portable energy storage power market has experienced rapid growth, becoming one of the hottest niche tracks overseas.

Image source:Google

According tograndviewresearch statistics, the global portable power market entered a stable development stage in 2021. The valuation in 2024 has reached $3.2 billion, and is expected to soar to $19.9 billion by 2033,with a compound annual growth rate as high as21.5%.

It should be noted that in the business field,a growth rate above 10% is already considered a high-quality track, and a growth rate of 21.5% is the standard for a "golden track".

From the perspective of regional markets,North America remains in the dominant position, with a market share of 47.81% in 2024; Europe and Japan follow closely, accounting for 25% and 19.6% respectively.

Image source:grandviewresearch

For companies intending to go Tuke, Tuke believes that the direction shown by this set of data is already clear: North America and Europe have strong demand and purchasing power, and can be prioritized as target markets.

After all, choosing the right market can yield twice the result with half the effort; otherwise, having products but not being able to sell them means no profit.

So, some friends may ask, are there any domestic brands that have developed well in Tuke with portable energy storage power devices?

Of course, today we are talking aboutEcoflow, which is one of them.

Image source:Google

From DJI toEcoFlow, its road to fame worth 8 billion

Ecoflow is a Shenzhen brand focused on mobile energy storage. Its founder, Mr. Wang, was the creator of DJI's battery R&D department.

In 2017, while still working at DJI, Mr. Wang decided to start his own business, focusing on the consumer-grade new energy market with huge potential.

That same year, a leading brand deeply engaged in the mobile energy storage track was born.

Image source:Google

Over the years, the brand has relied on technological accumulation and precise layout to blaze a textbook-level Tuke path:

From 2017 to 2019, during the initial startup period, Ecoflow's first product RIVER achieved $1.08 million in pre-orders on the overseas crowdfunding platform Indiegogo, completing preliminary market validation and opening a breakthrough for the brand in the overseas market.

From 2019 to 2021 was the key period of technological and reputation explosion. The brand performed brilliantly on the crowdfunding platform Kickstarter, ultimately raising more than $12 million, becoming the first Asian project to reach the tens of millions of dollars level, greatly enhancing the brand's visibility.

From 2023 to 2025, Ecoflow has firmly established itself as an industry leader, with revenue in the first half of 2023 exceeding 3 billion yuan, and total annual revenue in 2024 directly approaching 8 billion yuan.

As of around October 2025,Ecoflowbrandbusinesshas covered more than140 countries and regions worldwide, serving over 5 million global users, making it a super overseas seller in this niche track.

Image source:Google

TikTok helps the brand break through

Many people may have stereotypes about such large products, thinking they sell better offline since it's more convenient to choose and buy, but in fact, with the development of online shopping, especially the emergence ofTikTok, a social media platform that is hugely popular overseas, more and more users like to discover products through short videos and buy directly online, and these large devices are no exception.

Ecoflow attaches great importance to marketing on TikTok, directly establishing an account matrix on TikTok with several accounts, among which 7 have more than 10,000 followers.

In addition to the main account@ecoflowtech, separate accounts have been set up for the United States, Japan, the Philippines, the UK, Vietnam, South Africa, and other countries and regions.

Image source:TikTok

Next, let's take a targeted look at howEcoflow manages its accounts.

First, the main account@ecoflowtech, which has so far gained 54,200 followers and 163,300 likes.

Image source:TikTok

This account acts as the brand's "face", delivering Ecoflow's concept of making life more convenient to users through carefully designed content.

For example, they have a viral video that uses a montage to show usage scenarios in different settings.

The video directly highlights the most attractive selling points on the screen:5-minute fast charging, 8-hour ultra-long battery life, etc. Simple and direct, but very effective.

This video ultimately achieved 1.5 million views, resonating with many potential users.

Image source:TikTok

Next, let's look at a regional account with good data, Ecoflow's account for the Vietnam market @ecoflowvietnam, which has so far accumulated 14,300 followers and 65,900 likes.

Image source:TikTok

Unlike the main account's rich montage videos, the Vietnam market account takes a realistic approach. It uses a one-shot method to directly publish the entire unboxing process, from unpacking to powering on and using, presenting every step in its original form.

This kind of authentic content is especially appealing to Vietnamese users. For example, one unboxing video on the account directly reached1.1 million views.

The promotional effect is also quite good, with many users making inquiries in the comments section:

"What is the price?" "How many mAh?" "How long can it be used?"

These questions precisely show that these types of videos really hit the consumer's pain points.

Image source:TikTok

In addition,Ecoflow has also collaborated with many tech TikTok influencers to increase product exposure.

Image source:TikTok

For example, tech influencer @giftgecko, with 585,200 followers, has collaborated with Ecoflow.

He filmed a video for the brand showing usage in three environments: at home, outdoors, and in the car. So far, the video has exceeded7.7 million views and received 513,000 likes.

These numbers fully demonstrate that finding the right influencer for promotion can increase product exposure and help boost brand awareness.

Image source:TikTok

Conclusion: Opportunities in overseas markets are waiting for Chinese brands to mine gold

The case of EcoFlow has already pointed the way for Chinese brands aspiring to Tuke.

Overseas markets, especially those with clear demand and rapid growth in niche fields, are far from being unreachable red oceans; there is still a vast blue ocean waiting to be filled by quality products and services.

Now global e-commerce, logistics, and social platforms have already paved the"express lane", and the threshold for Tuke is getting lower and lower.

The key is to stop only thinking about "selling goods" and focus on building a brand: understand local culture, use platforms like TikTok to engage with users, that's the long-term way.

The trends of the times may change, but the pursuit of innovation, quality, and a better life experience in overseas markets remains unchanged.The story of EcoFlow is just the beginning of many possibilities.