Sales of 3 billion yuan a year! Dongguan sellers took 2 years to become the first in the category

Driven by the two major consumption trends of self-pleasure consumption and the single economy , the personal care small appliance track has burst out with huge market potential and shown a blowout growth.

As an important part of young people's self-pleasing consumption , personal care small appliances are no longer just functional products, but have become a vehicle for consumers to express their personality, taste, fashion, and pursue a sense of technology, personalization, and value .

With the promising market prospects for small personal care appliances, many domestic small personal care appliance brands are penetrating into overseas markets by virtue of their product strength and are experiencing rapid development.

Lifen Technology has become popular on the Internet with its hair dryers, and its revenue is expected to reach 3 billion yuan in 2023!

When it comes to hair dryers, many people will think of Dyson first. Since 2016, Dyson has become synonymous with high-end hair dryers in the minds of Chinese consumers . However, in recent years, a domestic brand has dared to challenge Dyson. After only four years of establishment, its products have become popular on the Internet and successfully ranked among the top camps in the high-speed hair dryer industry . This brand is Lifen .

(Picture source: Laifen Technology official website)

In 2019, Laifen Technology was established in Dongguan, Guangdong. The company is committed to revolutionizing people's hair blowing experience through technological innovation.

What is surprising is that in the first two years after the establishment of Lifen Technology , no products were launched, but it was instead developing the motor, the core component of hair dryers .

It is understood that the motor speed of an ordinary hair dryer is 10,000-20,000 rpm, and the motor is smaller. The motor speed of Dyson is 115,000 rpm .   The motor speed of Lefen can reach 110,000 rpm, which is comparable to Dyson, and can blow out an ultra-high wind speed of 22 m /s.

In 2021, Lifen's first high-speed hair dryer was launched on the market , priced at 599 yuan, only one-fifth of Dyson, ushering in the era of "Dyson alternative".

In less than a year, this hair dryer sold millions of units, with sales reaching 7 million yuan.

In July 2022, the market share of Lifen hair dryers even exceeded that of Panasonic and Dyson.

In September 2022, Lifen released a new SE high-speed hair dryer, priced at 399 yuan. On the basis of not downgrading the performance experience, the price was directly reduced by one third compared to the first product.

Relying on its self-developed and self-produced operational strategy, Lifen has boosted the price competitiveness of its products , maximized the cost-effectiveness strategy , and won wide popularity among consumers.

Only two years after entering the high-speed hair dryer market , Lifen has achieved the TOP1 sales result at various nodes on major platforms .

In 2022, Lifen Technology began to explore overseas markets. Lifen hair dryers are sold on Amazon in North America, Lazada in Southeast Asia, and AliExpress in Russia.

As of the first half of 2023, the global shipments of the Lifen series of hair dryers have exceeded 5 million units, covering more than 30 regions and countries including North America, Europe, Southeast Asia, the Middle East, and Africa , reaching more than 10 million users, and sales accounted for more than a quarter of the mainstream e-commerce platforms.

During this year’s big promotions on various platforms, Laifen once again broke sales records.

During this year 's " Double 11 " , Lifen's online sales exceeded 440 million yuan, and sales of its entire product line exceeded 800,000 units .

During this year's Black Friday promotion, Lifen ranked No. 1 in sales of high-order hair dryers on Amazon.

As of the end of November 2023, the total shipments of Lifen’s two high-speed hair dryer products currently promoted have exceeded 7 million units.

During this year's Double 12 , Lefen's products were listed on Lazada at the top of the cross-border hair dryer category within one hour of going on sale .

From the launch of its first hair dryer product in 2021 to the present, Lifen Technology's performance has ushered in rapid growth.

In 2021, the GMV of Lifen Technology was 100 million yuan .

By 2022 , Laifen Technology's performance had experienced rapid growth , with the company's total annual revenue reaching 1.567 billion yuan .

From January to September 2023 , Laifen Technology 's turnover exceeded 2 billion yuan . Laifen Technology revealed that the company 's annual revenue is expected to reach 3 billion yuan .

With the popularity of high-speed hair dryers, Lifen Technology began to expand into new product categories and released a new product "Sweeping Vibration Electric Toothbrush" in October this year , with a starting price of 299 yuan .

It is understood that this toothbrush is equipped with a servo system developed by LeFen , which meets the market demand for popularizing the Bass brushing method . The first 20,000 toothbrushes were sold out within 4 minutes and 27 seconds after they were launched .

In the first month of the product's launch, 135,000 units were sold . During the Double 11 shopping festival, orders continued to explode, with sales exceeding 40 million.

Laifen Technology revealed that the company will launch products such as razors next . It is expected that by the end of 2024, it plans to launch about five new products , with a total of 100 SKUs.

New media marketing helps Laifen increase sales

The success of Laifen Technology is far from enough to rely on strong product strength and price advantages. It should be noted that Laifen Technology's new media marketing played a very critical role.

At first, the consumer group of LeFen was a group of people who had been watching Dyson for a long time but had not bought it . At that time, the first batch of users gave very good feedback, so LeFen began to continue to work hard on new media marketing.

Lefen was really recognized by consumers in February 2022. At that time, a short video titled "Why the hair dryer that beats Dyson can't be made bigger" was played over 100 million times on Douyin . After this short video went viral, the sales of Lefen hair dryers soared by 60 million.

(Picture from TikTok)

In order to promote new media marketing and do a good job in content operations on Douyin, Xiaohongshu, and Bilibili , during 2022, Laifen Technology successively established a 50-person content team in Shenzhen . A lot of high-quality content was created to increase product exposure through multiple channels .

As of December 2023 , Lefen has more than 10,000 notes on Xiaohongshu , more than 4 million followers on its Douyin account matrix , and there are many videos on Lefen hair dryer reviews on Bilibili. In addition, Lefen 's products often appear in the live broadcast rooms of top anchors such as Li Jiaqi and Luo Yonghao .

In terms of private domain operations, Laifen has established a complete operating system. In the daily operation process, it will use WeChat and Taobao resources, and also attract consumers and increase product sales through exclusive gift packages, welfare activities, check-in points, hair care classes, and rewarded interactions.

In terms of offline promotion, Laifen 's advertisements are generally placed in spatial media such as office buildings and residential areas , using homophonic puns such as "Really Lafen" and "Stars are all exaggerated" to strengthen the brand's trendy image and attract potential consumers. At the same time, Laifen also cooperates with high-end hotels to develop commercial scene layout .

In terms of offline channel expansion, Laifen is also actively rolling out its offline sales system and planning offline flagship stores.

Relying on its strong product power, high cost-effectiveness and multi-channel marketing promotion, in just a few years, Lifen has stood out among a number of brands and delivered impressive results .

However, in the high-speed hair dryer segment, apart from Dyson, the pioneer of high-speed hair dryers, Lifen faces greater challenges from more domestic brands. How Lifen will perform in the future depends on how it copes with the increasingly fierce market competition .

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