Find special product features
Successful marketing is sometimes less about adding a minor feature that 5% of customers will care about, and more about finding an existing feature, to highlight, that 50% of customers don't know about.
Most fans have a switch to change their rotational direction, which can either circulate air downwards (cooling a room) or upwards (helping to pull the warm air up from ground level). While some fan-owners know about this, the majority do not. Now, a number of fan companies are leaning into this feature that is age-old but awareness-new.
The rise in awareness was accelerated by viral videos on TikTok where videogenic content spreads faster than on other social channels like Instagram, even though Instagram supports video content. Retractable fans are another example of this in action.
The centripetal force from the turning fan naturally extends the spring-tensioned fan blades when turned on, and retracts them when turned off. This means they not only take up less space than floor fans but – just like floor fans – they take up close to no visual space when not in use.
Historically, apartment dwellers tended to buy floor fans more than ceiling fans, in part because they can relocate them when they leave, but the tradeoff is that they're taking up scarce space with a bulky product, compared to a ceiling fan which only really takes up visual space. Retractable fans are changing this.
The evolution in the purchase of fans
The fan market is changing not only in homes but also in businesses. For businesses, one increasingly common cost-saving shift is to buy high-volume, low-speed fans, which are cheaper to run than air conditioning but can keep visitors cool in malls, churches, office buildings, and airport terminals—or can at least circulate air enough to make them feel cool, especially in conjunction with a weak, low-cost AC. As more offices move to flexible arrangements where the amount of space available may exceed what's in use on a given day, finding a cheaper way to keep a given area cool becomes more valuable.