451Amid the tide of the globalized economy, the small home appliance market, with its rapid development momentum, has become a new battlefield for many Chinese manufacturing brands to "go global." In this smoke-free war, a Chinese brand that pays attention to detail and values user experience—JisuLife—has created a sales miracle.
Over the past seven years, JisuLife has seen continuous sales growth, selling a small fan to more than 40 countries and regions worldwide. In 2023, its shipment volume reached the top globally, hitting 10 million units. Next, TuKe will take you to explore how JisuLife stood out among many competitors and leapt to become a leader in the global market.
Image source: JisuLife official website
The Rise of the Small Home Appliance Market
With the continuous advancement of globalization, consumers' pursuit of quality of life is increasing. The small home appliance market, due to its convenience and practicality, has ushered in unprecedented development opportunities.
According to Statista, the global small home appliance market is expected to continue expanding in the coming years, reaching $254.3 billion by 2024. The United States and Southeast Asia, as the main growth points of the market, will see their market sizes continue to climb, becoming important destinations for brand internationalization.
Against this backdrop, JisuLife has successfully entered the international market with its high-quality products and precise market positioning, becoming a model for Chinese small home appliance brands going global.
Brand Story
JisuLife, founded in 2016, is a new lifestyle design brand under Shenzhen Jisu Technology Co., Ltd., creating a series of home living products around personal life scenarios.
JisuLife's road to success stems from keen market insight and a deep understanding of consumer needs. It initially entered the 3C product field, then, with forward-looking thinking about IoT trends and the popularization of smart homes, decisively shifted its focus to the USB fan, a subcategory under 3C.
Global climate change has led to rising temperatures, making USB mini fans a summer necessity and expanding market demand. Meanwhile, although major brands like Xiaomi and Midea have advanced technology, their investment in small home appliances is limited, and other USB fan products on the market often appear mediocre in quality and design.
JisuLife seized this gap, leveraging its strong design team and supply chain advantages to achieve differentiated competition with high-quality product experiences and unique aesthetic design, making USB mini fans the company's core business.
Through continuous design innovation, JisuLife's products have won multiple domestic and international design awards, including the 2020 German iF Design Award, greatly enhancing the brand's international image and reputation.
Adhering to the spirit of "excellent products should be promoted to the world," JisuLife began its overseas layout in 2018, gradually entering the markets of South Korea, Japan, Europe, and the United States, becoming a Chinese brand that has "gone global."
Image source: Google
JisuLife's Path to Success on TikTok
Of course, JisuLife's success is also the result of countless days and nights of hard work and strategic deployment by its team.
The JisuLife team knows well that to make the brand stand out, it takes more than high-quality products; it also requires establishing a real connection and deep communication with consumers.
For this reason, JisuLife chose TikTok, a vibrant platform, to carry out a series of innovative attempts, aiming to use the platform's unique advantages to promote interaction between the brand and consumers.
On TikTok, JisuLife not only opened a TikTok Shop, but also cooperated with about 2,300 influencers, releasing about 3,400 product promotion videos in total. The cumulative sales of the TikTok US Shop reached about $140,000.
At the same time, JisuLife's brand tag #jisulife has also become a hot topic on TikTok, with more than 41,300 creative works related to the brand, which has undoubtedly significantly increased the brand's online visibility.
Image source: TikTok
In addition, JisuLife has also adopted a "pyramid structure" influencer cooperation strategy:
1. Cooperate with top tech bloggers such as @unboxtherapyofficial to introduce the product's performance in detail and enhance product awareness;
2. Cooperate with mid-tier lifestyle bloggers such as @daniellaroi to share real user experiences, creating a "real and reliable" brand atmosphere.
Image source: TikTok
Take @daniellaroi as an example. She compared fans from two brands from the consumer's perspective and shared her experience using the JisuLife fan.
This kind of everyday language and genuine sharing not only wins users' trust but also stimulates their desire to buy, successfully improving the product's sales conversion rate.
From this series of actions, we can see JisuLife's successful strategy on TikTok: using creative short videos to showcase products, encouraging user interaction, and comprehensively enhancing brand influence and sales performance through cooperation with different types of influencers.
Image source: TikTok
Multi-dimensional Marketing: Multiple Platforms Boost Brand Awareness
In addition to its efforts on TikTok, JisuLife is also active on other major overseas social media platforms, using diversified strategies to expand its brand influence.
For example, on mainstream social media platforms like Facebook, JisuLife adopts a more traditional but highly customized strategy. In addition to operating an official account, JisuLife also sets up regional accounts for different areas and channels, posting marketing content related to local living habits and specific holiday promotions to enhance interaction with local communities and increase the regional relevance of its content.
Image source: Facebook
On YouTube, JisuLife leverages influencer recommendations to effectively increase product influence and discover many potential customers.
This localized publicity strategy not only strengthens interaction between the brand and users but also effectively enhances the brand's visibility and engagement in the global market.
Through this multi-platform, multi-strategy approach, JisuLife has successfully established a multi-dimensional global brand influence network.
Image source: YouTube
JisuLife has also built its own independent brand website, providing multilingual customer service support and detailed product information, as well as optimizing SEO and SEM strategies to increase website traffic and ensure direct reach to global consumers.
In addition, its sales network is not limited to social media platforms but has also expanded to major cross-border e-commerce platforms such as Amazon, eBay, AliExpress, Temu, Lazada, and Shopee.
Especially on Amazon, JisuLife's "Bear Multifunctional Mini Fan" has gained wide recognition for its affordable price and high quality, with monthly sales exceeding 20,000 units, a high rating of 4.6, and a 77% five-star review rate, all proving its product's competitiveness in the market.
Through a multi-dimensional online layout, JisuLife has not only achieved remarkable results on major social media platforms but also demonstrated its strong market competitiveness on e-commerce platforms, forming a complete online brand promotion system.
Image source: Google
Online + Offline Dual Approach: An Effective "Comprehensive" Channel Layout
While online marketing is in full swing, JisuLife has not neglected its offline layout, adopting a comprehensive marketing strategy that combines online and offline to consolidate its leading position in the small home appliance market.
Offline, JisuLife has established partnerships with globally renowned large retailers such as Target and Walmart, expanding the number of global stores to over 6,000.
This "comprehensive" channel strategy combines the wide coverage of online e-commerce platforms with the deep cooperation of offline retailers, forming an all-round sales matrix. This not only greatly enhances brand awareness but also provides overseas consumers with a more diversified shopping experience, effectively accelerating the brand's internationalization process.
Through this dual approach, JisuLife has now successfully covered more than 40 countries and regions, bringing convenience and high-quality living experiences to consumers worldwide.
Image source: Google
Conclusion: A Broader Vision for Enterprises Going Global
Looking closely at JisuLife's journey abroad, its exploration of corporate internationalization actually reveals several key insights to us:
1. Truly understanding and integrating into the target market is the cornerstone of winning consumers' minds.
2. Going global is not always smooth sailing; it requires strategic deployment across multiple dimensions.
3. Innovation is not only about product design, but also about innovation in thinking and marketing strategies. In the global market, companies need to continuously explore and bravely try new methods to stand out in the competition.
A successful path to going global is not just about copying and pasting the local success model, but requires a deep understanding of the complexity of the global market, using creative thinking and strategies, and constantly adapting and innovating. This is both a challenge and an opportunity.
