Australia has long been a strategically important market in SAJ Electric’s global expansion. On September 14, SAJ Electric hosted its Australia Brand Night at Pat Rafter Arena, Queensland Tennis Centre, in Brisbane. More than 100 distributors and installers from across Australia joined the event, with senior executives from key partners including Supply Partners, Tradezone, and OSW in attendance. The CEO of the Smart Energy Council also attended the event, adding further momentum to the evening.
The event marked the first major in-person brand appearance in Australia by SAJ Electric’s global brand ambassador and Australian No. 1 men’s singles tennis player, Alex de Minaur. The evening was filled with energy and interaction. Alex took part in a fun tennis challenge with guests, chatted with partners, and signed samples of SAJ’s new products. These engaging activities created a lively atmosphere and gave partners an opportunity to experience the professionalism and personality of a world-class athlete up close. Many guests also brought their families, with children getting the chance to interact with Alex on the tennis court and experience the energy of the sport firsthand. The event felt more like a reunion among long-time friends — a warm and memorable evening that earned genuine praise from many of SAJ’s customers.
During his speech, Alex first thanked SAJ Electric for the invitation and all the customers for attending. He also spoke about the sense of familiarity and belonging he felt returning to the Brisbane court. Sharing his professional journey and achievements in recent years, he noted that every accomplishment has been built on day-to-day persistence and hard work. The precision, speed, endurance, and constant drive to push beyond limits that define tennis strongly resonate with SAJ’s brand philosophy of “Relentless Energy.”
As Alex put it, whether it is running on the court or looking after his family, it all comes down to the same kind of energy — to never step back, never stop, and always stay in motion. He looks forward to going further with SAJ Electric and continuing to push boundaries on their respective “courts”.
At the event, SAJ Electric officially launched the EK90 HS5 and EK70 HS5 All-in-One Energy Storage Solutions for the Australian market, while also showcasing the elekeeper 5.0 Smart Energy Management System. Together, the products offered a comprehensive look at SAJ’s technology capabilities and product portfolio for the Australian market.
The EK70 HS5 integrates an inverter, battery storage, backup power, and energy management, while also supporting EV charging. The all-in-one residential energy storage system provides up to 63A whole-home backup power. Equipped with the Wireless-pro smart meter, it can automatically detect and correct phase sequence through the app, significantly reducing wiring and commissioning time. The system offers a 10,000-cycle lifespan and a 10-year warranty, with Australian CEC certification. Multiple safety features, including comprehensive battery temperature monitoring, a pressure relief valve, and an aerosol fire suppression system, provide additional protection. Four AI-powered functions, including AI Saving and AI Keeper, enable intelligent management of charging and discharging, backup power, electricity cost optimization, and system design.
Building on the EK70, the EK90 HS5 is a flagship all-in-one energy solution designed for premium residential applications. It features edge AI and V2G/V2H capabilities. Its battery has passed the stringent UL 9540A safety test, while the system offers a 12,000-cycle lifespan and a warranty of up to 15 years, providing one of the longest warranty periods in its product class.
As SAJ’s smart energy management platform, elekeeper 5.0 uses AI-driven predictive algorithms to anticipate electricity price trends and automatically optimize charging and discharging strategies. It integrates peak-valley price optimization, home backup power, and intelligent energy dispatching into one system. With one-touch control, users can manage energy across the entire home in a smarter, simpler, and more sustainable way. As Alex said in an interview, “With one-touch control and smart energy management for the whole home, elekeeper gives me a whole new way of living.”
During the event, SAJ Electric shared its strategic plans and investments in the Australian market. David McElrea, CEO of the Smart Energy Council, also attended the event and shared insights into policy developments and growth opportunities in Australia’s residential solar and energy storage sector.
The event also marked another step in the expansion of SAJ’s partner network in Australia. Building on its ongoing annual cooperation of up to 1 GWh with OSW, SAJ welcomed Supply Partners and Tradezone as new key distributors in the Australian market.
Patrick Morrissey, CEO of Supply Partners, commented that SAJ Electric has strong product capabilities, reliable commercial execution, and mature manufacturing standards, making it a partner worth building a long-term relationship with.
Robert Kingston, General Manager of Tradezone, stated that SAJ’s more than two decades of global technology experience, combined with Tradezone’s online platform and distribution network, will bring Australian installers a broader range of energy solutions and services.
Against the backdrop of the global energy transition, Chinese renewable energy brands are making a historic shift from “going global with products” to “going global with brands.” SAJ’s brand event in Australia is a vivid example of this broader transformation.
From appointing Alex de Minaur as its global brand ambassador to bringing the HS5 series and elekeeper 5.0 smart energy experience to the Australian market, SAJ Electric is combining brand marketing with channel development and driving both product expansion and brand building in overseas markets. This is more than an evolution in marketing. It marks an important step in SAJ Electric’s journey from “Made in China” to a global brand, and a milestone in its broader brand strategy.
From individual product offerings to systematic brand operations, and from trade-driven market expansion to the development of localized ecosystems, SAJ Electric is taking a more proactive and long-term approach to competing in the global new energy market.
Looking ahead, SAJ Electric will continue to increase investment in key overseas markets, seize the opportunities presented by the global energy transition. Together with its partners, the company will explore new business opportunities and contribute to the continued development of the global renewable energy industry.
SAJ Electric. Relentless Energy. Moving forward with our partners, toward the future.