从“鸡肋”赛道到年收10亿，便携小风扇缘何卖超六千万台？

Core Insights - JisuLife has transformed the portable fan market, achieving over 1 billion in annual revenue and selling over 60 million units, establishing itself as a leader in the USB fan category globally [1][6] - The company exemplifies the success of Chinese small and medium brands in international markets through focused strategy and innovation [1][8] Company Evolution - JisuLife's journey began with founder He Zhiqiang's decision to shift from ODM business to building a proprietary brand after facing a 20 million loss in 2021 [2][3] - The initial expansion into various product categories led to a loss, prompting a strategic pivot to focus solely on portable fans, which were previously undervalued in the market [2][3] Technological Innovation - The introduction of the "high-speed energy-saving fan" technology in 2022 marked a significant breakthrough, allowing for high airflow and two-day battery life, which reshaped industry standards [4] - JisuLife's product design includes multifunctional features, enhancing usability across various scenarios, and justifying a premium pricing strategy of 75 USD compared to the industry average of 30 USD [4][5] Market Strategy - JisuLife adopted a "value export" strategy in Southeast Asia, launching flagship products rather than competing on price, which resonated well with consumers in developing markets [5][6] - The brand's marketing approach focuses on building a strong emotional connection with consumers through social responsibility initiatives and collaborations with local influencers [7][8] Brand Positioning - JisuLife emphasizes a value-driven brand philosophy, moving away from price sensitivity to a focus on delivering quality and innovation, which has proven effective in navigating market cycles [8] - The company’s success illustrates that niche markets can offer substantial opportunities when approached with depth and commitment [8]