Goldfish Electric Toothbrush is a brand of electric toothbrushes that Shenzhen Aiwejay Technology Co., Ltd. began independently developing in 2016. After more than two years of research, development, and marketing, Goldfish has established a significant presence in the electric toothbrush industry and has earned recognition from consumers, partners, and industry peers. Founder and General Manager Shi Weimin stated frankly: “ In the electric toothbrush industry, it’s easy to simply assemble products or produce knockoffs, but focusing on consumers’ true needs is difficult—because it requires sustained attention to oral health and continuous optimization of the product experience. Only then can we create products that truly meet consumers’ needs.” Products, like people, have a soul; there are plenty of “walking corpses” out there… but creative teams with a true soul are few and far between! Under Shi Weimin’s leadership, based on market research and analysis, Goldfish Electric Toothbrushes concluded that a truly good electric toothbrush must address a range of oral health concerns. With the electric toothbrush market on the verge of explosive growth, how has he positioned the Goldfish Electric Toothbrush brand?
Visit and Manufacturing Context
“Consumers often believe that electric toothbrushes are merely a ‘lazy person’s solution’ that simply eliminates the need for manual brushing motions, but this is a misconception. The Goldfish electric toothbrush uses sonic energy to generate high-frequency vibrations (31,000 times per minute) that are transmitted to the bristles to perform their function. This creates a cavitation effect around the periodontal tissues, instantly generating millions of microbubbles that break down tartar and flush away plaque, ensuring a more thorough clean and reducing damage to teeth caused by improper brushing techniques.”
Today, sales of electric toothbrushes across all channels are skyrocketing—even doubling—but people are choosing them primarily for their stylish design. However, anyone who has used a Goldfish electric toothbrush knows that brushing with one effectively addresses issues like plaque and tartar, and is by no means simply a product of the “lazy person’s economy.”
Shi Weimin candidly acknowledged that it will take a long time for consumers to fully appreciate the true value of electric toothbrushes. As a technology company that independently researches, develops, manufactures, and sells its products—and as an electric toothbrush brand dedicated to oral health—Goldfish! Since its founding in 2016, the company has been exploring solutions centered on oral health. A company that dares to invest more in research for consumers can always discover how innovative designs offer consumers a unique experience, reduce damage to the mouth during brushing, and improve oral hygiene. He said that many people think he’s foolish, but in today’s world, who is willing to invest time and energy into R&D? Many are simply “copying big brands” and imitating others, seeking quick, easy, and fast returns. For someone like him, investing heavily in R&D carries too much risk and has a return period that’s far too long.
Production, Quality, and R&D
However, Mr. Shi Weimin does not share this view. Although imitation can save time and capital, the electric toothbrush market currently consists almost entirely of foreign brands, with domestic brands holding only a very small market share—a result of insufficient emphasis on research and development. In Shi Weimin’s view, for electric toothbrush companies to break into the market and truly gain consumer recognition, they must put themselves in the consumers’ shoes and genuinely understand their latent needs. He said, “There are no shortcuts for domestic electric toothbrushes to break through; we must pursue independent R&D and build our own Chinese electric toothbrush brands!”
Today, Jinyu has evolved from its early days as a simple electric toothbrush manufacturer to offering features such as disinfection and improper brushing posture detection, while also targeting specific market segments. The company has also taken the lead in the industry by defining the concept of “focusing on oral health,” and Shi Weimin feels that Jinyu has found its precise market positioning. He said this achievement is not his own, but rather the result of the R&D team’s continuous focus on the market and the gradual clarification of consumer needs. Of course, Jin Yu still has a long way to go to truly excel in its focus on oral health.
Currently, Jinyu has partnered with Tongbu Dental, a major dental health chain in South China, and the two parties will collaborate on research and exploration in the field of oral health. In the future, Jinyu plans to partner with more dental health chains in the market to ensure that its functional designs and product development better meet the needs of the Chinese population.
As Shi Weimin said, he views the electric toothbrush market as a “blue ocean” market, one in which domestic giant brands are bound to emerge. He hopes to continue his research in the field of oral health, offering better products and more targeted features to provide consumers with a more comfortable experience.
Partnership Considerations
We have every reason to believe that, under the leadership of Mr. Shi Weimin, Jinyu will shine even brighter in the electric toothbrush industry.
