深圳小风扇在东南亚，借TikTok Shop一年“吹”出上亿营收

Core Viewpoint - The article highlights the success of the Chinese brand Jisu Life in the Southeast Asian market, particularly through the promotion of its handheld fans on TikTok, showcasing a shift from low-cost strategies to high-quality, innovative products that meet consumer demands [1][5][21]. Group 1: Product Features and Market Performance - Jisu Life's handheld fan is praised for its high-speed energy-efficient motor and cooling function, which provides a significant advantage over competitors [1][4]. - The fan weighs only 160 grams and boasts a remarkable 19-hour battery life, contributing to its popularity among Southeast Asian consumers [4]. - Jisu Life's overseas sales are projected to reach 30 million units and generate over 1 billion yuan in revenue by 2024, with Southeast Asia identified as a key growth engine [4][5]. Group 2: Market Strategy and Consumer Insights - The brand's entry into Southeast Asia was marked by a strategic shift from low pricing to emphasizing high-quality products, recognizing the local consumers' desire for premium living standards [5][8]. - Jisu Life's products are priced between $20 and $90, reflecting its commitment to quality and innovation [8]. - The Southeast Asian e-commerce market is rapidly expanding, with a projected growth from $38 billion in 2019 to $159 billion by 2024, indicating significant potential for brands like Jisu Life [5]. Group 3: TikTok as a Marketing Platform - TikTok has played a crucial role in Jisu Life's marketing strategy, with the brand leveraging the platform's influencer ecosystem to reach a wider audience [9][12]. - The hashtag jisulife has generated over 178,000 user-generated videos, showcasing the effectiveness of community engagement in promoting the product [12][19]. - Collaborations with mid-tier influencers have proven successful, as they resonate more with everyday consumers compared to top-tier celebrities [17][19]. Group 4: Industry Implications - The success of Jisu Life exemplifies a broader trend of Chinese small appliances transitioning from low-cost competition to value-driven branding in global markets [21]. - The article emphasizes the importance of innovation and consumer insight in establishing a strong presence in international markets, particularly in the context of Southeast Asia's growing consumer base [21].