Boom in Portable Fan Market Demand: Dual-Driven Growth by Seasonal Factors and Scene Expansion

In 2024, the market size of China's portable small fan industry has reached 1.85 billion yuan, with a year-on-year growth of 6.5%. It is expected to further climb to 2.0 billion yuan in 2025, with the growth rate increasing to 8.1%. Behind this steady growth momentum is the dual drive of rigid seasonal demand and continuous expansion of application scenarios. As core categories, handheld small fans and desktop small fans are showing distinct market characteristics and consumption trends.​<br/>Seasonal factors remain the core variable of market fluctuations. Affected by global warming, the average summer temperature in China in 2024 was 1.2℃ higher than previous years, with a significant increase in high-temperature days, directly stimulating the seasonal consumption boom of portable small fans. E-commerce platform data shows that May to August every year is the sales peak period, accounting for more than 65% of the annual sales volume. Among them, the transaction volume of small fan categories on major platforms such as JD.com and Tmall in June increased by more than 40% year-on-year. South China and East China, as core consumer markets, jointly contribute 61.4% of the national total sales. Guangdong Province achieved sales of 370 million yuan in 2024, ranking first in the country. The long hot climate period and developed e-commerce logistics have become key driving factors. It is worth noting that leading brands have effectively alleviated seasonal inventory pressure through advance stocking and marketing preheating. For example, Midea, Jisu and other brands launched summer promotions as early as April, achieving a steady climb in sales volume.​<br/>The diversified expansion of scenarios is breaking the seasonal limitations and driving the annual growth of the market. In office scenarios, silent desktop small fans have become rigid demand products. The library-level silent design below 34dB(A) meets the usage needs of meeting rooms, study rooms and other scenarios. The sales volume of silent products increased by 9.2% year-on-year in 2024. Demand in outdoor scenarios is continuously upgrading. Scenarios such as camping, commuting and outdoor sports have promoted the evolution of handheld small fans towards multi-functional integration. Features such as Type-C interface compatible with power banks and lightweight design (the weight of a single unit is generally less than 300g) have become core selling points. In home scenarios, the decorative attribute of desktop small fans is prominent. Simple color schemes such as glacier white and deep space gray integrate with home styles, and functions such as intelligent temperature-sensitive screen display and multi-speed wind adjustment enhance the user experience. In addition, the emergence of new scenarios such as co-working and in-car use has further expanded the application boundaries of products, increasing the proportion of non-summer sales from 22% in 2020 to 35% in 2024.​The younger consumer groups and demand upgrading dominate the adjustment of product structure. Students, office workers and outdoor enthusiasts constitute the core consumer groups. Their preference for high-value, personalized and multi-functional products has promoted the industry towards high-end evolution. In 2024, the market share of rechargeable products reached 52.3%, an increase of 5.7 percentage points over the previous year. Models with long battery life of more than 4000mAh have become mainstream, and the battery life of some high-end products exceeds 18 hours. Although intelligent sensor products only account for 12.1% of the total shipments, their average unit price reaches 158 yuan, significantly higher than the 65 yuan of basic models. Functions such as APP control and temperature-sensitive automatic adjustment have become the core of premium pricing. Online channels dominate the sales pattern, accounting for more than 78%. Short video live streaming has become a new growth engine. Explosive products on platforms such as Douyin have achieved rapid volume growth through scenario-based display, with some emerging brands selling more than 100,000 units of a single product per month.The overseas market has become a new growth pole. In 2024, China's fan export volume reached 613.96 million units, a year-on-year increase of 42.8%, and the export performance of portable small fans was particularly outstanding. Tropical regions such as Southeast Asia, the Middle East and South America have strong demand. Chinese brands occupy a dominant position on cross-border e-commerce platforms by virtue of supply chain advantages and high cost performance. Jisu's F8 Little Bear Fan has long been ranked first in the Best Sellers category on Amazon US, and JisuLife's "Little Bear Multi-functional Mini Fan" topped the personal fan best-selling list at a price of 17.99 US dollars. In terms of offline channels, the products have successfully entered Target, Walmart and duty-free stores in airports around the world, enhancing brand premium through high-end positioning and realizing the transformation from practical tools to symbols of quality of life.​Looking forward to the future, market demand will continue to evolve towards refinement and multi-functionality. With consumption upgrading and scenario expansion, products with portability, intelligence and environmental protection will gain a higher market share. Enterprises need to continue to make efforts in inventory management, supply chain optimization, scenario innovation and other aspects to cope with seasonal fluctuations and homogeneous competition pressure, and seize the strategic opportunity of global market expansion.​