At a time when people are increasingly focused on their own experiences and have higher demands for beauty, personal care small appliances aimed at refined living are entering consumers' view at an unprecedented speed.

However, for new domestic brands, gaining a foothold in this highly stratified track is by no means easy. International giants monopolize technology, pricing power, and consumer mindshare, all of which are layers of obstacles.

But Laifen Technology, established only four years ago, has forged a path with "technology for all," achieving annual sales exceeding 3 billion yuan. Its sonic electric toothbrush has also been honored as TIME Magazine's Best Invention of 2024 for its outstanding innovation and practicality.

So, how did this brand rise from an unknown OEM factory to an industry-leading brand?

Image source: Internet

From "Dyson Alternative" to Technology Disruptor

According to information, Laifen's story began in 2019, when founder Mr. Ye led the team to establish Laifen Technology, initially focusing on OEM production of hair dryers and electric toothbrushes.

After experiencing two entrepreneurial failures, Mr. Ye deeply understood the limitations of the OEM model. So in 2020, he moved the headquarters to Shenzhen, resolutely abandoned the OEM/ODM old path, and proposed the brand mission of "bringing cutting-edge technology into everyday life."

Brand story Image source: Laifen

But the brand's initial development was not smooth. Established companies like Dyson and Panasonic had occupied most of the industry market, and their monopoly on technology and pricing made it even harder for new brands to develop.

The turning point came in December 2020, when the Laifen high-speed hair dryer LF01 was officially launched. While achieving technology on par with Dyson, it compressed costs to just 1/5 of Dyson's, breaking the long-standing monopoly of companies like Dyson.

In December of the following year, the first year after the launch of the Laifen high-speed hair dryer, Laifen Technology achieved annual sales of 130 million yuan. Since then, Laifen has continued to ramp up innovation.

In 2023, the sonic electric toothbrush equipped with a self-developed servo motor system was named "Best Invention of 2024" by TIME Magazine.

As of 2024, its global user base has soared from 3 million to 18 million, a 500% increase in three years, with products covering more than 30 countries. During Black Friday, it swept the #1 spot in the hair dryer category on Amazon US and Canada.

Image source: Laifen

Industry Trend: "Technology Blue Ocean" Opportunities in a Red Ocean

Laifen's success in breaking through the monopoly of companies like Dyson and Panasonic is inseparable from the continuous development of today's market and consumers' need for differentiated products.

According to third-party platform data, the global small appliance market is experiencing structural growth, reaching $124 billion in 2023 and expected to exceed $301.24 billion by 2032 (CAGR 5.07%).

The continuous market development provides ample space for brands' overseas expansion.

Image source: Fortune Business Insights

Social Media Deployment: "Precision Traffic" Hits the Market

Of course, market demand is one aspect, but being able to promote products through comprehensive operations is another. Laifen has built brand awareness overseas through refined multi-platform operations.

1. TikTok

Laifen's deployment on TikTok is mainly characterized by "regional operations and segmented communication." The core logic is to build a matrix of regional accounts to break cultural barriers and achieve traffic exposure.

Currently, Laifen has about 12 accounts on TikTok (not excluding undifferentiated regional accounts), covering regions such as Singapore, Malaysia, the United States, Ukraine, etc. Content strategies vary by region.

Image source: TikTok

For example, targeting the tropical climate of the Indonesian market, the @laifen_indonesia account highlights the product's fast drying performance, directly addressing local user pain points; while for the differentiated aesthetic needs of the European and American markets, @laifen_tech focuses on minimalist design language and the integration of home aesthetics, reinforcing the high-end positioning of "tech lifestyle accessories."

This regional content strategy can better enhance user immersion and attract more local users to become Laifen's audience.

Indonesian account (below), European and American account (above) Image source: TikTok

Not only does Laifen segment content by region on its accounts, it also seeks out local influencers for collaborative promotion based on the region.

Taking the Indonesian market as an example, among the 125 influencers associated with Laifen, most are small to medium-sized local Indonesian influencers. The collaborative video content mostly focuses on directly showcasing the actual usage process and effects of the products, such as the hair dryer's drying speed and styling ability, or the electric toothbrush's cleaning experience.

Laifen associated influencer list (partial) Image source: Echotik

Indonesian TikTok influencer @xxotamaraoxx is one of their collaborators. In a video posted on April 18, 2025, she demonstrated simple and intuitive operating steps, ultimately garnering 59,800 views and bringing considerable traffic and attention to the brand.

Analysis shows that the effectiveness of this type of content lies in its weakening of commercial salesmanship, building trust through "real experiences from the perspective of local users."

Image source: TikTok

2. Facebook

Laifen's operations on the Facebook platform also follow the strategy of localization and prioritizing user value. Its official account @Laifentech has accumulated 46,000 followers by continuously posting practical content.

Unlike hard ads that pursue short-term exposure, they focus on scenario-based demonstrations of product functions and user interaction. On one hand, they combine European and American family life scenarios to showcase the visual coordination of hair dryers with bathroom spaces, and the integration of metal materials with home aesthetics; on the other hand, they regularly release limited-time discount information to convert traffic into sales.

Image source: Facebook

Technology for All, Local Symbiosis

From Laifen's development process, it can be seen that the global consumer market is shifting from "price first" to "quality and price equally important," which is deeply in sync with China's manufacturing upgrading towards high-end, intelligent, and green development.

Domestic companies with plans to go global should also focus on both quality and price, and insist on being user-centric to achieve better development in overseas markets.

As Laifen founder Ye Hongxin said: "Whoever serves consumers well, the market belongs to them."