European household storage demand is on the rise, and trust has become a new form of hard currency.

Currently, Chinese brands hold a dominant share in the European household storage market. In the face of the coexistence of rising demand and escalating competition, how to shift from "being noticed" to "being remembered" has become a key issue determining the market position in the next stage.

Since the beginning of this year, due to the escalation of geopolitical conflicts leading to a sharp increase in energy costs, the demand for home storage purchases by European households has shown a "recovery". Coupled with the decline in battery costs, policy encouragement and support, the industry predicts that the European home storage market will experience a new round of growth. It is worth noting that in the past two years, the European home storage market has cooled significantly, with the focus shifting from "products" to "brand trust". Currently, Chinese brands occupy a major share in the European home storage market. Facing the situation of both demand recovery and increased competition, how to move from "being noticed" to "being remembered" has become a key issue determining the market position in the next stage.

The policy has taken effect, driving the growth of installed capacity.

The European Photovoltaic Industry Association pointed out that in 2025, the EU added 27.1 gigawatt-hours of battery energy storage. Among them, the installed capacity of residential energy storage decreased by 6% to 9.8 gigawatt-hours. Under the combined effect of proactive policies, the rise in electricity prices due to geopolitical conflicts, etc., the installed capacity of residential energy storage in Europe is expected to return to a high growth trajectory in 2026.

Since the beginning of this year, many European countries have taken policy measures to boost the demand for home energy storage. In the UK, the "Warm Home Scheme" was launched at the end of January, with a plan to invest 15 billion pounds by 2030 to promote the popularization of photovoltaic storage, aiming to install rooftop photovoltaic systems in 300,000 households. Hungary has introduced a household energy storage subsidy with a total budget of 261 million euros. The subsidy covers up to 80% of the investment cost for individual households and is mainly used for purchasing 10-kilowatt-level energy storage equipment and related installations. Applications have been open since February. Poland plans to implement a subsidy program for household energy storage with a total budget of up to 230 million euros from 2026 to 2030, with the subsidy expected to cover 30% of the cost. Spain has received a 700 million euro aid plan approved by the EU, with a subsidy ratio for user-side energy storage projects reaching 65%. The Netherlands plans to completely abolish the net metering system in 2027, combined with the widespread adoption of dynamic electricity pricing, smart meters, and the exemption of VAT for photovoltaic systems and home storage, to promote the demand for home energy storage. Germany will abolish the fixed feed-in tariff subsidy for distributed photovoltaic systems of less than 25 kilowatts from 2027, expecting to bring about a rush for installation.

The market generally believes that factors such as rising electricity prices, policy support, and advancements in battery technology will continue to drive the rapid growth of the European residential energy storage market. The authoritative energy research institution in Europe, EUPD Research, states that by 2028, Germany and Italy will account for the majority of new installations of residential photovoltaic energy storage systems in Europe, while Austria and the United Kingdom are expected to lead the next wave of residential energy storage expansion.

Market Research Future, a market research company, predicts that by 2035, the value of the European residential energy storage market will reach 7.78 billion US dollars, with a compound annual growth rate of 14.23% from 2025 to 2035. Germany remains the largest market for residential energy storage systems in Europe, and the UK is expected to become the fastest-growing market.

Consumers are increasingly emphasizing long-term certainty.

A LinkedIn survey found that European users not only care about battery capacity and conversion efficiency, but also whether the application is user-friendly, whether the system is intelligent, and whether the interface is friendly. They even consider whether the entire system can help families achieve long-term energy management.

In fact, for European households, a home energy storage system means an energy usage cycle spanning over the next 10 years or even longer. Therefore, what they are actually purchasing is not just inverters, batteries or the system itself, but rather a "long-term certainty" regarding future energy costs, security, and the stability of their lives.

Therefore, as more and more brands enter the European market simultaneously, product parameters become increasingly similar and price differences become smaller and smaller. Users will find it increasingly difficult to be "impressed". For consumers, they no longer worry about "not being able to buy the product", but rather they are concerned about "who to trust more".

In the past, competition in the new energy industry mainly focused on manufacturing, distribution channels and cost efficiency. The company with greater production capacity, lower prices and faster delivery would be more likely to secure orders. However, today, as the global new energy industry chain gradually matures, more and more enterprises have begun to enter a competition stage where the "gap in capabilities is not as large as imagined", especially in areas such as energy storage, components and inverters.

Chinese enterprises possess global-leading R&D capabilities, manufacturing systems, and AI energy management technologies. However, many overseas customers still have a limited understanding of Chinese brands, mainly perceiving them as "cost-effective suppliers". Many Chinese enterprises' product parameters are similar, their price ranges are comparable, and their delivery capabilities are also becoming increasingly mature. What truly sets them apart is who can be the first to be included in the "priority consideration list" of overseas decision-makers.

Hu Qinshi, the Channel General Manager of LinkedIn China's Marketing Solutions, told China Energy News that the new energy industry is inherently one that highly relies on long-term cooperation and professional trust. From installers, channel partners, to EPCs, energy advisors, and investment institutions, they are all part of the same global professional decision-making network. "For Chinese new energy enterprises, what they lack is not a single exposure, but the ability to continuously enter the daily information scenarios of global professional decision-makers. In the future, it is not who is seen but who is long-term remembered that truly determines overseas orders."
Build a long-term brand value

EUPD Research states that Chinese enterprises have consistently held the leading position in the European residential storage market.

Whether they can upgrade from being "highly cost-effective suppliers" to "highly trusted brands" will determine their market position in the next stage.

Godev, as an important supplier in the European residential energy storage sector, has witnessed a phased increase in overseas orders. The company has been deeply rooted in Europe for over 15 years, with local teams, certification systems and service networks established in core markets such as the Netherlands, Germany, and the United Kingdom. This year, it launched the "Quiet and Smart, Safe and Easy Installation" ESA residential energy storage system in Europe, becoming a sought-after product in the market. In its view, the European residential energy storage market is moving from the stage of "existence" to the stage of "quality", and whoever can provide long-term value and play a key role in the energy system will be the winner.

"Geopolitical conflicts have made everyone increasingly aware of energy security. The market has not truly cooled down; rather, the competitive dimension has changed, shifting from parameter competition to value deepening. Against this backdrop, our breakthrough is not a single-dimensional leap, but a systematic breakthrough from product strength, ecological strength to local brand service strength." Wang Yingge, the vice president of Godewei, told China Energy News, "Parameters evolve along with the times. Users ultimately pay for 'using it'. This places high standards on the actual usage experience and long-term reliability of the product. This is not a one-off transaction. What we deliver is not just an inverter or an energy storage battery, but an entire integrated 'source-grid-load-storage-intelligent' energy system and the trust and services accumulated through long-term investment."

In response to the shift of European consumers from "grabbing products" to "selecting brands", Haiden Energy Storage has built a systematic competitive advantage based on the battery cell genes. It mainly focuses on three aspects: research and development, products, and services. In the research and development sector, Haiden Energy Storage quickly identifies the direction of the next-generation technologies and promptly converts them into household storage system products. At the recently concluded "The Smarter E Europe 2026" smart energy exhibition in Europe, the company launched the ARKVOLT home storage series products and announced the world's first native 8-hour long-duration energy storage solution.

"Regarding the products, we are focusing on developing large-capacity long-duration energy storage systems. This not only leads to a further reduction in system costs but also significantly enhances safety performance," a relevant official from Haiden Energy Storage told a reporter from China Energy News. "In terms of services, we have established a global service network for large-scale storage, seamlessly extending the mature after-sales and recycling system services to the residential storage sector. No matter where the products are deployed, timely and professional service support can be obtained."