The outdoor economy has entered a period of explosive growth in spring!
In the past few years, outdoor consumption in the United States has grown very rapidly. Every year, there are about 170 million people participating in outdoor activities in the United States, nearly half of the population. Camping, hiking, off-road driving, and self-driving travel are changing from "professional players" to "entertainment for all".
Spring to summer is originally the peak season for camping, hiking, and music festivals. Therefore, TikTok will have an outdoor products boom cycle every year from March to August.
Recently, many types of mobile phone chargers have topped the rankings in TikTok's mobile phone and digital categories1, including magnetic suction power banks, solar mobile chargers, mini pocket power banks, etc.
Among them, a mini pocket power bank has become very popular in the TikTok US region quickly because of its small size, portability and “beauty is justice”.
According to Echotik data, this "Pocket Capsule Power Bank", which is very popular in the US region, comes from a TikTok cross-border store Drizzly. This hot product was launched about 5 months ago. In a short time, the total sales volume reached more than 26,000 units, and the total sales amount reached $329,000 (about RMB 2.3 million). The selling price is $11.88, which belongs to the typical low-price, high-conversion "impulse buying" price range.
March is exactly the Spring Break and camping season overseas. When users are hiking, at music festivals or on the beach, bulky traditional power banks are a burden.
Traditional power bank brands (such as Anker, etc.) although of good quality, often pursue large capacity. Cross-border sellers "sacrifice capacity for extreme size", accurately hitting users' pain points of "recharging" outdoors for 2-4 hours.
The capacity of 5000mAh is just enough to fully charge a mobile phone once, focusing on portability rather than large capacity.
Now, capsule power banks have rich colors, strong matte feel on the shell, and LED digital display. On TikTok, electronic products are moving towards fashion items.
TikTok is very fond of "visual hook products". There is a rule on short video platforms: the more intuitive the product, the easier it is to explode.
Now many products on TikTok are designed into capsules, candies, small pendants, etc. The appearance is like trendy toys. This kind of "digital + fashion accessory" design is very suitable for short video dissemination.
So far, this hot product has a total of more than 700 peoplewho have established connections. A large number of small and medium-sized influencers have been invited to distribute and evaluate the products, and the cumulative total number of videos has reached nearly 1300.
Among them, the short video with the highest sales volume was posted by the TikTok influencer scoreus_ (@scoreus_) in the US region with 10,000 fans. The single video posted last month got more than 2.7 million views and the sales volume reached 3,600 pieces.
What she promotes the most is various types of power banks in the mobile phone and digital categories.
Many people in the comment area said that they really need such products for traveling.
After the pandemic, the number of people participating in outdoor activities in the United States has increased significantly. The number of campers has reached a record high, national parks are full of tourists, and long-distance self-driving trips have increased. Many people who used to live in cities have started camping, hiking, and RV travel.
In addition, American society has a culture of "emergency preparedness", and many families have a concept: Emergency Kit. Many people have developed a habit of having an emergency kit at home, in the car, and in the backpack.
Moreover, in recent years, there have been frequent news of people getting lost in the wild, extreme weather has increased, and accidents in national parks and other unexpected events have occurred frequently. There is a obvious change among American users: Outdoor safety anxiety has risen.
Many TikTok videos are talking about "10 things you should bring when hiking", "camping safety gear", "survival gadgets", "emergency prepare for beginners".
There has also been EDC (Everyday Carry) equipment, the common combination is flashlight, multi-functional knife, flint, small power bank, and this pocket capsule power bank has been classified as "survival equipment".
If the mobile phone suddenly runs out of power outdoors, many people will have a very real sense of panic.
In this way, the selling point is immediately upgraded from a simple digital accessory to safety equipment.
Now there is a change in the TikTok digital category: in the past, what was sold were data cables, phone cases, and ordinary power banks. Now what becomes popular are "scene digitals". For example, outdoor, vehicle-mounted, camping, survival equipment, etc. The demand is more segmented and personalized.
As long as a scene is added, the product is immediately upgraded.
For example: from ordinary power banks to camping power banks, from ordinary lights to tent lights, from ordinary fans to camping fans. Scene-based segmentation has made the demand take off again.
According to industry data, "outdoor 3C devices" are entering a clear growth cycle. Outdoor 3C and power equipment are no longer "niche hobbies", but the core growth point of the digital industry.
By 2026, the global mobile power market is expected to reach $16.46 billion, and by 2035 it is expected to reach $30.8 billion, moving from a ten-billion market to a hundred-billion scale. Although the growth of traditional power banks has slowed down, innovative categories such as portable and wireless / fast-charging "capsule power banks" are the main driving forces.
Portable energy storage (Portable Power Station) is a much larger incremental market. It is expected that by 2026, the global shipment volume will reach 31.1 million units, and the market size will exceed 88 billion yuan
