National brand “Botare” took the lead in entering the Southeast Asian market as early as 2022, and has now become the local head of household household chemicals brand, with a single product wall-mounted paper towel selling 18,000 boxes in just seven days on TikTok, continuing to drive overall revenue to exceed the 10 billion mark.
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Digging deep into local needs
Building a product moat
Blindly copying the successful model in China often leads to an awkward situation of “not fitting in” in overseas markets. In order to truly enter and occupy the Southeast Asian market, the brand team first invested a lot of time to conduct in-depth research on local consumers’ aesthetic preferences and usage habits.
They not only analyzed the product design and pricing strategies of mainstream household tissue products in Southeast Asia, but also visited local supermarkets and online e-commerce platforms to identify the most competitive selling points. Based on these insights, Botare customized the product experience, packaging style and brand story for different countries’ cultural atmosphere and family use scenarios before introducing the domestic hot-selling models overseas.
For example, in order to meet the high demand of consumers in Thailand and Vietnam for home atmosphere, Plant Care Botare has specially launched a limited edition packaging with local festival elements, and incorporated warm images of local family reunions and festivals in the promotion to enhance the emotional resonance of the product. Meanwhile, in order to further consolidate the brand’s differentiation moat, the team has been striving for excellence in the live set.
In the Southeast Asian region of the live room, pay more attention to the “localized sense of intimacy”: shelves display colorful tissue paper samples, the walls are hung with local characteristics of handmade decorations, live desktop tropical fruits and trinkets, so that viewers seem to be in the corner store, easier to produce emotional belonging and trust.
It is this in-depth insight into local needs and refined operation that makes Plant Care Botare quickly stand out in the highly competitive overseas market, successfully building a product and brand barrier that is difficult to replicate.
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Duplicating the business of pop-ups-
Self-produced content ＋ people with goods
On the TikTok platform, Botare does not rely on a single account, but rather builds a matrix of accounts covering different vertical fields, builds multiple professional live rooms, and maintains highly active content output, thus rapidly gathering fans and maintaining traffic dividends.
Taking the Thai market as an example, FastMoss data shows that as many as four official accounts appear when searching for “Botare” related content. Such frequent and stable content updates not only increase brand exposure, but also continue to deliver accurate traffic to the live broadcast room.
The model adopted by Botare is the combination punch of “self-produced content + Darren’s cooperation”: the team regularly produces high-quality short videos to scene and live the product, and then secondary dissemination with the help of Darren’s influence.
Darren video of the product efficacy of the oral, the use of the scene of the scene demonstration, unboxing test and other links, effectively stimulate the audience’s desire to buy; subsequently, the live room has become the key position of traffic harvesting, seamlessly undertake short video seeding after the purchase of grass conversion, to realize from “see” to “order The whole chain from “seeing” to “ordering” is realized.
After planting Botare in TikTok Shop, the brand has been deeply connected with the ecology of celebrities in Thailand, Malaysia, Vietnam and other places. In these markets, the brand not only follows its own account matrix, but also optimizes the content style and live time according to local users’ habits and viewing preferences.
For example, in the evening primetime “scene live”, through the person live demonstration of how to use wall-mounted paper towels in the kitchen, bathroom and other daily scenes, practicality and fun combination, so that consumers in the process of “visible” to produce a strong purchasing The combination of practicality and fun makes consumers feel a strong urge to buy in the process of “seeing”. At the same time, a number of local head professionals through oral recommendation, scenario implantation and unboxing experience, continue to strengthen the brand’s trust, significantly improving the conversion rate of traffic to transactions.
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Everyday household items can also stand out from the crowd
Become a hit
In Southeast Asia, the rise of the household category is not just the success story of Plant Care Botare, but a concentrated reflection of the huge consumer potential of the entire region. Southeast Asia has a population of more than 600 million people, the Internet and mobile payment penetration rate continues to climb, for e-commerce platforms to provide an unprecedented traffic entrance. The policy support of many governments for the digital economy, as well as the rapid improvement of local warehousing and logistics networks, together construct a favorable e-commerce ecosystem. All of this provides a rare strategic opportunity for household brands – where any product that can meet consumers’ high-frequency and rigid needs has a chance to gain mass promotion and sales growth in a short period of time.
According to the latest “Brand Dashboard” data from www.tiktokdatatool.com, in Indonesia, the largest market in Southeast Asia, the “Household” category has maintained a steady and continuous expansion. In Indonesia, the largest market in Southeast Asia, the “Household” category has been maintaining a stable and continuous expansion trend. Whether it’s kitchen cleaning tools, bathroom products, disposable wipes and storage accessories, they all show the market characteristics of immediate demand and regular consumption. This “just demand + steady state” model allows brands to gain a high degree of visibility and predictability when planning their product lines and inventory, while the traffic advantage comes from the efficient matching of the platform and user interaction.
More noteworthy is the data disclosed in the “marketing strategy analysis” on www.tiktokdatatool.com在: merchandise cards, as the main form of sales, accounted for about 66% of the sales share of the current cycle; at the same time, the Darren cooperative number contributed to about 85% of the promotional turnover. This shows that on social e-commerce platforms such as TikTok, which is centered on short videos and live broadcasts, users are more influenced by the grass-raising influence of the people who bring goods to them, and then actively search for specific products and place orders to buy them rather than passively accepting advertisement-type promotions. The credibility and influence of the celebrities in the platform ecosystem determines the sales activation efficiency and brand reputation of the category.
Therefore, the success of household brands in the Southeast Asian market not only depends on the cost-effectiveness and experience of the products themselves, but also on strategic content operation and celebrity cooperation. Brands that are able to tap into the usage scenarios and consumption pain points of local users, and combine them with a precise KOL matrix for multi-channel linkage, are often able to complete the whole chain from “being seen” to “being purchased” in a short period of time.
