With the development of the e-commerce market in Southeast Asia, more and more Chinese merchants are attempting to explore the golden path in Southeast Asia. In March 2022, MeToo mouthwash was officially launched in TikTok, Indonesia. In just three months, it achieved 2 million sales in all online channels, ranking first in mouthwash sales. A mouthwash product 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 position in TikTok.

Indonesian people have a strong awareness of oral care, so the category of mouthwash has a great presence in Indonesia. Among Indonesia's nearly 280 million people, 87% of them believe in Islam and its religious culture. They attach great importance to their own cleanliness, including their oral cavity. Therefore, various products, like beverages, are scattered in supermarkets, mom and pop stores, and highway convenience stores. As a "national necessity," few brands innovate their products from the bottom up.

Indonesian consumers were surprised to find that MeToo mouthwash is different from traditional flavors (spicy, alcoholic, and single flavored). The newly emerged mouthwash has a refreshing feeling, containing various sweet ingredients such as white peach and lemon, and even the exhaled gas has a sweet and fragrant taste, opening up a new taste bud for mouthwash and promoting the health concept of "probiotics". The novel experience 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 American and Southeast Asian markets before going overseas. Tiktok's development momentum in Southeast Asia is rapid, and Indonesia is one of Tiktok's largest overseas positions. MeToo learned that mouthwash is highly popular among Indonesian consumers and noted that it is a daily fast-moving consumer product for Indonesians, currently dominated 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 is committed to researching the category of mouthwash, upgrading its shortcomings compared to traditional mouthwashes and proposing a new concept of mouthwash 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 users, targeting the user group with higher consumption ability. Although Indonesia's GDP is lower than that of China, it still attaches great importance to oral care consumption. In the early stages of its launch, TikTok sales skyrocketed, and MeToo's mouthwash 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 distributors in Indonesia. Increase investment in brand and channel platforms, invite Indonesia's most famous female celebrity Amanda as brand ambassador to participate in TikTok's Got Talent Challenge, and within a few days, exceed 20 billion 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 brands 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 with offline channels, a stable growth rate has been achieved. And this "online offline" linkage model is being replicated to the Philippines, 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 significance for Chinese merchants exporting to Southeast Asia.