As one of the few electronics trade shows held in the second half of the year, Innovation for All (IFA) stands apart from CES and MWC, which often highlight experimental concepts that may or may not reach consumers. IFA, by contrast, focuses squarely on products ready for store shelves. Its emphasis on practicality is so strong that some industry insiders joke it feels less like a trade show and more like a vast electronics marketplace.
That focus means products launched at IFA are more likely to reflect the companies’ upcoming core offerings. This year, Anker Innovations and EcoFlow both introduced new home energy storage products. Anker highlighted a smart electric vehicle charger, while EcoFlow showcased outdoor storage systems.
Anker entered this space early. In 2015, it launched a portable storage device, but the market was too young to support growth. From 2020 onward, however, the pandemic and the conflict in Ukraine spurred demand. EcoFlow capitalized, overtaking rivals and becoming the global leader in portable energy storage, with revenue of RMB 8 billion (USD 1.1 billion) in 2024.
But the surge of new entrants triggered a price war. While battery density and fast-charging technologies have improved, portable devices have seen few fundamental breakthroughs, dampening demand for upgrades. In this context, home storage has emerged as the next major focus.
Home systems combine battery packs, inverters, a battery management system (BMS), and an energy management system (EMS) to store electricity for residential use. Compared with portable units, these are larger and more complex. In overseas markets, strict safety regulations and lengthy certification processes raise the bar. Installation requires logistics, on-site work, and after-sales support, all areas where newcomers must prove themselves.
Competition is also stronger. According to a December 2024 report by QYResearch, Tesla, BYD, and LG together hold about 41% of the global home storage market. That leaves companies like Anker and EcoFlow facing steep challenges in both technology and distribution.
Affordable and simplified
Anker’s latest showcase centers on its Solix line, a sub-brand for renewable energy products spanning solar, storage, and EV charging. At this year’s IFA, it introduced two new products: the Solarbank Multisystem, a modular home storage system, and the Solix V1 smart EV charger, which features artificial intelligence-powered gesture recognition.
Breaking into overseas markets, however, requires more than new hardware. Xiong Kang, head of Anker’s charging and storage business, told the media that installing a home photovoltaic system is pricey, costing around EUR 20,000 (USD 23,430) in Europe and USD 30,000 in the US. From financing to installation and long-term maintenance, the process can be daunting for households.
Distribution is another hurdle. Local installers often act as the main sales channel, leaving consumers with limited ways to research products independently. That puts pressure on new entrants to design systems that address real consumer pain points.
Balcony solar products have gained traction in Europe because of their simplicity and four-year payback cycle. But regulations cap their savings at about 39% of household electricity costs. Full home systems can offset up to 80% of costs, but with steep upfront investment and a nine-year payback period, adoption remains limited.
Anker’s strategy is to offer a middle ground: lower costs and easier installation. The Solarbank Multisystem lets households connect up to four units, supporting 14.4 kilowatts of photovoltaic input and 4.8 kilowatts of alternating current output. Storage is expandable to 64.5 kWh, generally enough to power an entire household.
The installation process is where Anker stands out. The system supports partial self-assembly, cutting installation costs by as much as 85%. Consumers can handle panel and battery installation themselves, leaving only the final grid connection and registration to certified electricians.
This design also simplifies distribution. Traditionally, products move from manufacturers to distributors to installers before reaching consumers, with large installation firms controlling market access. By reducing reliance on installers, Anker lowers costs and entry barriers.
The strategy is starting to show results. According to its latest financial report, Anker’s energy storage business generated RMB 3 billion (USD 420 million) in 2024, nearly doubling year-on-year. Earlier this year, the company also raised more than RMB 200 million (USD 28 million) to support R&D and commercialization.
Balancing portable and home storage
EcoFlow is also investing in home systems, though it did not debut new products at IFA this year. Instead, it exhibited solutions launched earlier in 2025.
In June, it rolled out the PowerStream balcony system and PowerOcean three-phase home battery. PowerStream uses a microinverter to convert solar energy into household electricity, while PowerOcean targets larger residential needs. Like Anker, EcoFlow has worked to lower installation barriers. PowerStream plugs directly into standard wall sockets, making it attractive to renters.
The company is also leaning on software. Earlier this year, it launched Oasis, a system that adapts to Europe’s time-of-use (TOU) pricing. Oasis charges when prices are low and discharges during peak hours, helping reduce costs.
Still, EcoFlow’s core business remains portable storage. Its Delta line targets high-capacity, high-power scenarios, while its River line focuses on lightweight mobility, keeping most models under five kilograms for camping, photography, and short trips.
Both Anker and EcoFlow have seen highs and lows in storage. The market is shaped not only by competition but also by political and economic shifts. What is clear is that energy security and environmental concerns will sustain demand.
The market is also broadening beyond North America and Europe. Over the past year, EcoFlow has accelerated into Southeast Asia, the Middle East, and Latin America, pursuing partnerships and bidding for infrastructure projects where unstable grids and outdoor lifestyles fuel demand.
Meanwhile, the sharp drop in lithium carbonate prices has lowered core costs. But portable devices have lost much of their novelty. For Anker and EcoFlow, the path forward lies in the deeper waters of home storage. In the years ahead, distribution networks may decide who leads the race.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Leslie Zhang for 36Kr.