Chinese brand becomes Indonesia's third largest diaper brand

Domestic diaper brand MAKUKU was founded in November 2020, the founder was the head of OPPO's overseas marketing department, familiar with the Southeast Asian market.Founded four years ago among the third largest diaper brands in Indonesia, TikTok's single-country sales reached $65.5 million, with monthly sales of more than $100 million globally.Enterprise research found that Indonesia has 4-4.5 million newborns per year, mother and baby consumption growth, market potential, as the first station of the sea. Initial direct mode of poor results, shifted to "distribution + vertical pop-up" strategy, plowing into the core category of diapers. 185 million yuan of angel round of financing was completed in 2021 (China's first round of mother and baby brands, the highest record), the following year received $ 30 million in Pre-A round of financing. The product line has expanded from diapers to milk powder, toiletries, children's clothing and other categories, forming a "family consumption brand" matrix. 2024 global mother and baby market size of $823 billion, with a compound annual growth rate of 6.8%, Southeast Asia is the growth engine.Indonesia market, Europe and the United States brands accounted for a high proportion of high-premium products difficult to sink, the third and fourth-tier city consumers face "can not afford to buy international brands, can not trust the local brand" dilemma, the brand to China's supply chain as a fulcrum, the SAP diapers price control in Europe and the United States brands of the 60%, shaping the "" local brand "image to open up incremental market. Local brand" image to open up the incremental market.The main TikTok account focuses on products, releasing content such as family sitcoms, accumulating 1.1 million fans, with an average video playback of 2.1 million, and over 20 million plays on explosive videos; the live streaming account carries out sales conversions, conducting 453 live streams, with an average viewer of 9,000+, contributing to sales of $496,700 USD. At the beginning of the station, we cooperated with more than 500 people every month, and the TikTok Indonesia store cooperated with more than 2,500 people, posting a total of 10,300,000+ videos and generating 7.31 million dollars in sales. Creating trust "anchor points", focusing on localized experience, and endorsing with real feedback from local consumers. The average monthly number of visitors is about 59,000, and 66.67% traffic comes from Indonesia. Online exposure attracts traffic and offline experience transforms it, building a closed loop of trust. More than 20% offline consumers first recognized the brand from TikTok content, and more than 10,000 offline distribution outlets cover third- and fourth-tier cities with low e-commerce penetration. The brand's success stems from its deep insight into local needs and insistence on product strength, which provides a lesson for Chinese companies going overseas: they need to put down the illusion of "making quick money", understand the real needs of overseas consumers, and serve them with solid products and innovative ways in order to gain a foothold in the overseas market.