With 30 million units sold in five years, JisuLife showcases how portable fans have evolved into must-have lifestyle gadgets worldwide.

California’s Coachella music festival is known for drawing massive crowds, and this year was no exception. But alongside glittery outfits and sun-drenched dancing, one unexpected accessory took the spotlight: portable mini fans.

These once-overlooked gadgets have become everyday essentials, appearing in homes and on streets worldwide. Shenzhen-based JisuLife is riding this wave, transforming portable mini fans into a booming global category. The company, which prices its products between USD 20–90, has been the top seller of these fans for three consecutive years, shipping over 30 million units globally since 2018.

JisuLife’s rise began in 2019 when it entered the North American market via Amazon. Its debut USB fan product became a bestseller within a year, and the company now leads the category across platforms such as Shopee, Lazada, and TikTok. North America and Southeast Asia have emerged as its strongest markets.

The company isn’t just an e-commerce play. By leveraging partnerships with global retailers like Walmart and Costco, JisuLife now sells its fans in more than 3,000 brick-and-mortar stores.

Founded in 2016, JisuLife initially experimented with products such as speakers and power banks, testing the waters of e-commerce. In 2018, the company shifted its focus to portable mini fans, addressing a domestic market saturated with unreliable products characterized by substandard batteries and poor materials, according to Chen Liang, JisuLife’s CMO.

The company’s pivot paid off when its first fan—a handheld model with extended battery life—quickly became a top seller on domestic e-commerce platforms. This success spurred JisuLife to expand internationally in 2019, targeting higher-income consumers. Its bear-shaped foldable fan, introduced on Amazon, was an instant hit. Today, the company offers a wide range of fan models, catering to diverse needs.

While portable mini fans might seem simple, JisuLife continues to innovate. Observing specific consumer challenges—such as keeping cool while walking dogs, exercising, or doing chores—the company developed a bladeless neck fan for hands-free operation. This product became a bestseller overseas.

Chen attributes much of the company’s growth to consumer feedback. “In many regions, gifting is a common practice. People often buy our fans as gifts for family and friends, which has significantly boosted sales.”

In 2022, JisuLife launched bladeless fans designed with child safety in mind, taking two years to reengineer airflow systems and motor structures for improved performance. By 2023, the company had introduced a high-speed, energy-efficient fan featuring aviation-grade turbo blades, capable of increasing airflow by 30% at the same speed.

Rather than customizing products for different regions, JisuLife prioritizes universal consumer needs: long battery life, strong airflow, portability, and minimal noise. This year, it unveiled three product lines—Life, Ultra, and Pro—targeting different preferences. The Life series includes five speed settings and a 5,000 mAh battery for up to 20 hours of use, while the Ultra and Pro lines feature adjustable speed levels and turbo airflow for hotter climates.

Marketing strategies vary by region. In North America, JisuLife targets women aged 35–45, particularly mothers. To appeal to this demographic, the company introduced a stroller fan with a unique octopus-shaped mount, bladeless design, air purification, and 270-degree oscillation, capable of lasting up to 17.5 hours.

In Southeast Asia, where style is key, JisuLife collaborates with local influencers and trendy ambassadors to enhance its brand appeal. High-end retail placements in cities like Bangkok also help attract affluent shoppers.

Interestingly, Chen notes a shift in consumer behavior: North American buyers, influenced by platforms like Temu, have become more price-sensitive than their Southeast Asian counterparts. This has prompted JisuLife to emphasize functionality in North America, while prioritizing aesthetics and trends in Southeast Asia.

Today, international sales contribute 70% of JisuLife’s revenue, cementing its position in the portable mini fan market. Still, challenges loom. Shifts in consumer behavior and economic uncertainty could pressure pricing power and profitability. For JisuLife, the path ahead lies in solidifying its brand and doubling down on innovation to sustain its global edge.

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