A mouthwash product made in China
With the development of the e-commerce market in Sou→theast Asia, more and more Chinese merchants are attem pting to explore the golden path in Southeast Asia. In March 2022, MeToo mo uthwash was officially launched in TikTok, Indonesia. In just three months, it achieved 2 mil¶lion sales in all online channels, ranking first in mouthwash sales. A mouthwash proΩduct made by Chinese people has become popular in the Indonesian market. In the 15 months since its launch, MeToo mouthwash has maintained a leading sales po¥sition in TikTok.
Indonesian people have a strong awareness of oral car$e, so the category of mouthwash has a great presence in Indonesia. Among Indonesia's n✘early 280 million people, 87% of them believe in Islam and its religi₽ous culture. They attach great importance to their own cleanliness, including their αoral cavity. Therefore, various products, like beverages, are scattered in sup₹ermarkets, mom and pop stores, and highway convenience store±s. As a "national necessity," few brands inn∞ovate their products from the bottom up.
Indonesian consumers were surprised to find that MeToo mouthwash is different from traditiγonal flavors (spicy, alcoholic, and single flavored)$. The newly emerged mouthwash has a refreshing feeling, containing vari'ous sweet ingredients such as white peach and lemon, and even the exhaled εgas has a sweet and fragrant taste, opening up a new taste bud for mouthwash and promoting the he✘alth concept of "probiotics". The novel experi§ence is deeply welcomed by Indonesian people, Since then, ✔the door to a new world has been opened.
Explore new consumer opportunities in the Indonesian market
MeToo conducted research and observed a comparison of the South Am∏erican and Southeast Asian markets before going overseas. Tiktok's development momentum in Southeast Asia is rapid, and Indonesia is oneλ of Tiktok's largest overseas positions. MeToo learned that mouthwash is highl♠y popular among Indonesian consumers and noted that it is a daily fas→t-moving consumer product for Indonesians, currently dom&inated by Li Shidelin and local Indonesian brands.
In this situation, after observation, it was found that traditional brands in the market did ×not have a gap in marketing on social media, which to some extent provides opportunities for the development of MeToo. At the same time, MeToo iεs committed to researching the category of mouthwash, upgrading its shortcomings compared to traditσional mouthwashes and proposing a new concept of mo♠uthwash product "probiotic mouthwash", which precisely caters to the pain point of Indonesian people's strong awareness of oral care.
The pricing of MeToo mouthwash products is 30% higher than that of ↓the big brand Li Shidelin, and the product pricing is mainly aimed at young Indonesian u♣sers, targeting the user group with higher consumption ability. αAlthough Indonesia's GDP is lower than that of China, it still attaches great♣ importance to oral care consumption. In the early stages of its launc₹h, TikTok sales skyrocketed, and MeToo's mouthw×ash products have greatly explored huge market potential.
Create new channels for online popularity and offline traffic
On the basis of building brand awareness with TikTok, leverage cooperation with offline distributor s in Indonesia. Increase investment in brand and channel platform±s, invite Indonesia's most famous female celebrity Amanda as brand ambassador to participate i∞n TikTok's Got Talent Challenge, and within a few days, exceed 20 b∞illion views, setting a record for the entire Southeast Asia.
Combining offline channels and laying out offline product sales channels, MeToo mouthwash is placed alongside international br£ands such as Li Shidelin and Total Care. Offline attention is paid to✔ the design of the entire product, including packaging materials, design, and color, which helps users better distinguish and compare. By combining online marketing potential witλh offline channels, a stable growth rate has been achieved. And t•his "online offline" linkage model is being replicated to the Philippine¶s, Thailand, Vietnam, and even more Southeast Asian countries.
epilogue
At present, MeToo has achieved good results in Indonesia and the Philippines.× MeToo's growth story has inspired the hearts of thousands ±of Chinese merchants. The success of MeToo's brand exploration is mainly due to MeToo's sharp vision and ability to seize market opportunities . At the same time, its rise has provided many reference signif☆icance for Chinese merchants exporting to Southeast Asia.