Disclosed herein is an electronic shelf label tag including a power adjusting unit connected to the battery to receive power, wherein the power adjusting unit boosts power and provides the boosted power to an IC when the IC is in an active mode, and transfers the power to the IC as it is when the IC is in a sleep mode. The second shading layer has such a pattern that the second shading layer is positioned at least between the adjacent first shading layers. A hand grasp extending from the rear section would facilitate its upwards rotation.