China's Next-Generation Consumer Electronics Brands Go Global: From Category...

Consumer electronics companies are emerging as the backbone of China’s next generation of global brands, spearheading the country’s shift from “world factory” to “world brand.” From household names such as Xiaomi and OPPO to niche innovators like Anker and Insta360, these companies are not only scaling sales but also defining entire product categories overseas.

By focusing on panoramic and action camera technologies, Insta360 has effectively reshaped global expectations for immersive photography. Its overseas product launches have drawn long consumer lines at retail locations, signaling a transformation from “follower” to industry leader.

Achieving high sales volumes and market recognition validates the strategic focus of these brands, giving them the confidence to continue investing in product innovation and brand building. In the new era of global expansion, the ability to define a product category and scale rapidly has become a key metric for evaluating brand globalization success.

At the recent Amazon “Sailor Star Project” premiere, AsianFin spoke with executives from three global consumer electronics companies—JisuLife, Heybike, and HOVERAir—each with annual revenues exceeding $100 million.

Though relatively new to overseas markets, these brands have rapidly become category leaders. JisuLife, which entered the global market in 2020 as a portable fan brand, has surpassed $1 billion in scale. Heybike, a 2021 entrant in the e-bike market, achieved more than $100 million in revenue by 2024, offering electric bicycles designed around functional and emotional user needs. HOVERAir, the 2023-born drone brand, leveraged innovative follow-me drone technology to quickly gain traction in international markets.

All three companies share a common trait: deep focus on a single product category. By concentrating resources and expertise, they have achieved leadership and defined their respective markets. Each brand has also tailored its global strategy to match its category and development stage, balancing product innovation, user engagement, and localized operations.

Product innovation is the cornerstone of brand building. For JisuLife, the path to category leadership involved three stages. From 2014 to 2017, the company experimented with diverse products—power banks, Bluetooth speakers, and OEM manufacturing for Japanese and Korean companies. Yet, He Zhiqiang, JisuLife’s founder and deputy general manager, noted that “design took a backseat to cost,” limiting consumer impact.

In its second stage, JisuLife launched internet-famous small home appliances such as mini fans, portable humidifiers, lint removers, and mosquito killers, developing a collection-store business model. However, managing multiple categories proved challenging, as consumer feedback highlighted quality issues. This led the company to focus exclusively on mini fans, adopting a “one meter wide, one hundred meters deep” approach.

He Zhiqiang explained, “Previously, mini fans offered limited airflow—half an hour at best—which was barely usable. By focusing solely on this category, we pioneered high-speed handheld fan technology, balancing airflow power with energy efficiency, extending battery life to up to two days.” JisuLife aims to define mini fan standards for the next century, demonstrating how category focus and technological innovation form the backbone of global brand strategy.

HOVERAir, by contrast, was founded with innovation at its core. Zero Zero Robotics, HOVERAir’s parent company, launched the Hover Camera Passport drone in 2016, integrating AI flight control and tracking technologies. By 2017, it had entered Apple’s global offline channels, achieving over 100 million yuan in sales that year. In 2022, HOVERAir introduced the upgraded X1 Smart, which complied with Japan’s strict drone regulations by weighing under 100 grams. The product rapidly became Amazon Japan’s Best Seller, exemplifying how hardware innovation and regulatory agility can redefine product categories.

Slow and Steady: Localized Strategy for European Markets

Global brand success hinges not only on product innovation but also on effective localization. Heybike’s approach illustrates the importance of understanding regional markets. E-bikes have been popular in Europe for decades, serving diverse use cases from short commutes to cargo transport. Entering this mature market, Heybike took four years to prepare for Europe, analyzing users, market conditions, and internal capabilities—a strategy summarized by co-founder Li Yifan as “slow is fast.”

HOVERAir also emphasizes localization. Wang Xinxuan, the company’s global e-commerce director, highlighted partnerships with local organizations in North America, including the U.S. Ski and Cycling Associations, while adapting product design and marketing to Japanese consumer habits. European expansion leveraged Amazon’s translation and market data tools to identify high-interest markets for follow-me drones, enabling targeted engagement.

Data analytics is essential for uncovering user needs, but field research remains crucial. JisuLife integrates data insights with in-person observation, spending hours in local streets to observe consumer behavior. This method informs product development and market entry strategies. For instance, field research in Bangkok revealed that ride-hailing drivers used high-end smartphones, prompting JisuLife to launch a mid-to-high-end product line that quickly gained traction in Southeast Asia.

Similarly, Heybike uses scenario-driven research to refine product offerings. Li Yifan noted that e-bikes in the Netherlands have a penetration rate exceeding 50%, outpacing cars in urban mobility. Heybike segmented its products by distance, cargo capacity, and urban or all-terrain use, ensuring each model meets a specific consumer scenario.

Beyond Function: Emotional Connection and Brand Loyalty

Global brands succeed not only by providing functional value but also by delivering emotional value. Heybike incorporates storytelling and community engagement into its branding strategy. Its fourth-anniversary campaign featured a documentary about a user and his dog, offering a narrative that resonated more strongly than traditional TV ads. Seasonal campaigns, influencer collaborations, and tree-planting initiatives further connect the brand with consumers on an emotional and social level, enhancing loyalty while reinforcing environmental responsibility.

HOVERAir follows a similar philosophy. Wang Xinxuan emphasized that brand recognition stems from distinct design and user experience: consumers choose a $699 HOVERAir over a $399 generic drone because of its perceived identity and value, illustrating the importance of emotional differentiation in international markets.

JisuLife reinforces this principle by integrating user touchpoints across the entire customer journey. He Zhiqiang noted, “Branding is the sum of all interactions—from attracting and nurturing to converting and delivering. Public welfare events like beach cleanups help users engage with the brand beyond the product, fostering deeper connections and turning transactional customers into brand advocates.”

The ability to define a category is increasingly critical for Chinese consumer electronics brands expanding globally. JisuLife, Heybike, and HOVERAir demonstrate that deep focus on a single product category, coupled with innovative R&D, can yield both market leadership and sustained international growth.

However, defining a category is just the first step. Delivering emotional value, adapting to local markets, and fostering user empathy are essential next-level capabilities. These brands are not merely selling products—they are cultivating global brand identities, turning users into advocates, and embedding themselves within the cultural and social fabric of overseas markets.

China’s Transition: From Factory to Brand

As China shifts from being the “world’s factory” to the “world’s brand,” a new generation of consumer electronics companies is demonstrating the full spectrum of capabilities required to succeed globally. Product innovation, category leadership, localization, and emotional engagement are becoming standard benchmarks for global competitiveness.

The lessons from these brands are clear: success in international markets requires a holistic approach that combines technology, market insight, and human-centered design. It is not enough to simply export products; companies must understand and anticipate consumer needs, adapt to regional habits, and deliver both functional and emotional value.

For Chinese consumer electronics companies, the journey from OEM to global brand leader is ongoing. By defining product categories, investing in research and development, and building meaningful connections with users, brands like JisuLife, Heybike, HOVERAir, and Insta360 are proving that Chinese innovation can lead on the world stage—not just in production, but in perception, influence, and market leadership.

The next-generation Chinese consumer electronics brands illustrate a broader trend: globalization today demands more than scale; it requires strategic focus, creative product development, and authentic engagement with users. From handheld fans to drones and e-bikes, these companies are mastering the art of combining function with emotion, data with field research, and global reach with local relevance.

As China continues its transition from being the manufacturing hub of the world to a global brand powerhouse, these pioneering companies offer a blueprint for success. They demonstrate that category definition, innovative R&D, and emotional resonance are the keys to sustainable international growth. For investors, entrepreneurs, and competitors alike, the rise of these brands signals a shift in the global consumer electronics landscape—one where Chinese companies are not just participants, but leaders defining the next generation of global markets.