Global Hot Sale

In the global consumer market, Chinese brands are constantly emerging and writing their own legends. Among them, there is a seemingly ordinary yet highly representative case - JisuLife, which has turned the unremarkable category of portable fans into a global number one business.

It has been less than ten years since JisuLife was established. However, this small household appliance brand from Shenzhen, China, has created a craze in the global consumer market. It has carried out business layouts in more than 40 countries and regions around the world. Its flagship portable small fans have ranked first in global annual shipments for three consecutive years. Its market influence and brand awareness are not to be underestimated.

Looking back on JisuLife's journey of making money overseas, 2018 was a significant turning point, JisuLife officially embarked on its overseas expansion journey, taking the North American market as the first stop of its overseas expansion. In the early stage of entering the North American market, JisuLife quickly broke through with its classic bear folding fan and successfully claimed the top spot in the Amazon category.

Since then, JisuLife has not been content with its temporary achievements but has continuously increased its investment in product research and development and innovation, constantly introducing new products. With the successive launch of multiple innovative products such as bladeless neck-hanging fans and folding fans, JisuLife's popularity and market share in the North American market have been further consolidated and enhanced. After successfully establishing a firm foothold in the North American market, JisuLife has now set its strategic sights on other major overseas markets such as Europe, America, South Korea, Japan, and Thailand. In just four years since entering the Thai market, JisuLife has sold 140 million THB (approximately 4.25 million USD) here.

In the eyes of many consumers, small fans might just be ordinary heat-relieving items in the scorching summer, with affordable prices being the norm. However, JisuLife has broken this conventional perception. The small fans it launched are not cheap at all, but they are still in short supply in overseas markets and have successfully captured the wallets of overseas consumers.

I think this is inseparable from the charm of JisuLife itself.

From product design level, a few element is unique. Take its launched Neck Fan Life3 as an example. It adopts an innovative bladeless design, completely discarding the potential safety hazards that traditional fan blades may bring, and endowing the fan with a fashionable and beautiful appearance at the same time. In terms of social media marketing, Jisu has also spared no effort. Multiple official accounts have been created on social media platforms such as Facebook, Instagram, YouTube and TikTok. By Posting high-quality content such as product promotion videos and sharing user experiences, a large number of fans have been attracted.

Small Household Appliances Track

From JisuLife's overseas gold mining journey, it is not difficult to see that in recent years, with the improvement of global consumer demand and the continuous iteration of product technology, the small household appliances market has been rising rapidly and has become a major gold mining track in the cross-border e-commerce field. This trend is not only reflected in the continuous growth of the market size, but also in the successful overseas expansion of many Chinese brands and their wide recognition in the international market.

In terms of market size, the global small household appliances market shows a steady growth trend. With the continuous development of the global economy and the constant improvement of consumers' living standards, people's pursuit of the quality of life is increasing day by day. Small household appliances, as products that can effectively enhance the convenience and comfort of life, have been favored by more and more consumers. According to data from Fortune Business Insights, in 2024, the global small household appliances market size reached 202.76 billion US dollars. It is projected that by 2032, this market size will increase from 212.3 billion US dollars in 2025 to 301.24 billion US dollars, with a compound annual growth rate of 5.13% during the forecast period.

In the rapid development of the global small household appliances market, more and more people are focusing their attention on the small household appliances sector. Among them, Chinese brands have stood out with their high quality and practicality, becoming a popular choice in overseas markets and thriving in the capital market.

For instance, Gaabor, the self-owned small household appliances brand under Jet Commerce, has achieved sales of over 200 million yuan in just one year since its launch. It has also achieved the excellent results of ranking second in the small household appliances category in the entire Southeast Asia region on Shopee and first in the small household appliances category in Southeast Asia on TikTok.

It is worth noting that although the potential of small household appliances going global is huge, the road ahead is not always smooth.

First of all, the quality standards and certification requirements for small household appliances vary from country to country and region to region. Sellers need to invest a lot of time and energy to understand and meet these standards and requirements to ensure that their products can smoothly enter the target market. Secondly, the competition in the small household appliances market is fierce with numerous brands. How to stand out among so many competitors and create products and brands with differentiated competitive advantages is a key issue that sellers need to consider.

It is certain that as "Made in China" gradually shifts to "Quality Made in China" and "Intelligent Made in China", the influence of domestic small household appliance brands in the international market will further increase. In the future, it is expected that more Chinese brands will be seen in the kitchens, living rooms, bedrooms, bathrooms and other places of overseas consumers.