Core Insights - The article highlights the success of Shenzhen-based Jisu Life's handheld fan, which has gained significant popularity in Southeast Asia, particularly through social media platforms like TikTok [1][2]. Company Overview - Jisu Life, founded by Qian Zhiqiang, has achieved remarkable sales growth since its international expansion in 2020, with projected annual sales of 30 million units and revenue exceeding 1 billion yuan in 2024 [2]. - The company has effectively utilized TikTok Shop, achieving sales of 150 million yuan within two years of entering the platform, dominating the handheld fan category in countries like the Philippines, Thailand, and Vietnam [2]. Market Dynamics - The Southeast Asian e-commerce market has seen explosive growth, increasing from $38 billion in 2019 to $159 billion in 2024, representing a growth rate of over 318% [3]. - Despite the rapid growth, the e-commerce penetration rate in Southeast Asia remains low at 11%, indicating substantial future growth potential [3]. Strategic Insights - Jisu Life initially struggled with a low-price strategy but shifted to a high-quality approach after recognizing the local market's demand for premium products [4]. - The company offers a range of high-end products priced between $20 and $90, leveraging advanced technology and user insights to meet consumer needs [4]. - Jisu Life's products are now prominently displayed alongside premium brands like Apple in retail environments, enhancing brand visibility and consumer perception [4]. Industry Trends - The demand for portable fans in Southeast Asia is driven by the region's tropical climate, making them essential consumer goods [2]. - Other Chinese brands, such as GOOJODOQ, are also experiencing success in the Southeast Asian market, with significant sales figures reported [2].

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].