Beauty brands are popular in Southeast Asia? Decrypting the new meaning path under All in TikTok

[Yibang Originality] Most entrepreneurs who go overseas have realized that to build an international brand, we need to upgrade from "sea going thinking" to "global original thinking." This means that enterprises should consider the global resource allocation and localization strategy layout from the beginning of their establishment.
HEBE Beauty is a typical case of a global native brand.
It was launched in Indonesia at the end of 2018, and has expanded to the Philippines, Malaysia, Thailand and other countries, covering nearly 40000 sites.
Its brand Y.O.U has raised 70 million dollars in total.
As for its positioning, Liao Yige, the head of HEBE Beauty E-commerce, clearly stated: "We are a brand born and grown up locally.
Localization has always been the core competitive advantage of the Group." Starting from four aspects of product localization, team localization, marketing localization and channel localization, HEBE Beauty has consistently consolidated its global strategic layout.
It is worth mentioning that, in terms of marketing localization, HEBE Beauty, after in-depth research on the specific situation of Southeast Asian countries and even the third and fourth tier markets in the early stage, decisively formulated a set of play different from the traditional marketing idea - "All in TikTok", that is, to iterate the traditional marketing channel into a full link closed-loop marketing based on TikTok for Business.
This innovative attempt made the team obtain unexpected joy.
Liao Yige told Yibang Power that after adopting the marketing strategy of "All in TikTok", the brand has achieved a sustained growth of over 100% every month.
Taking Southeast Asian beauty brand Y.O.U as an example, during the period from January to April 2022, the monthly GMV of Y.O.U online exceeded 100%, and won the top of TikTok shopping list during the Ramadan rush in April 2022.
At the same time, the huge pool of online traffic also opens up broad growth space for the brand's offline business.
From January to April 2022, Y.O.U's offline sales will maintain a 60% growth rate.
How does HEBE Beauty achieve explosive growth through TikTok? Why did you adopt the "All in TikTok" strategy? 01 Taking advantage of TikTok's online popularity and users' R&D products of "adapting to local conditions", we can start from HEBE Beauty's localization thinking.
Ebon Power learned that HEBE Beauty has a complete product development, market research and marketing team in Indonesia, the Philippines, Malaysia, Thailand and other markets.
Among them, the proportion of local employees exceeded 95%.
In addition, the company's senior executives, including the CEO, VP and department heads, are all based overseas and locally.
Liao Yige said that for a global company, from product research, marketing contacts and content production to the selection and entry of sales channels, it needs enough local talents and awareness.
In terms of product localization, Liao Yige told Yibang Power that traditional beauty giants (such as P&G, Unilever, Shiseido)