In today's increasingly fierce global competition, Chinese brands going Tuke is no longer a novelty.

However, how to truly gain a foothold in overseas markets and achieve sustainable growth has become a common challenge faced by many enterprises.

Especially now thatTikTok has become the main battleground for Gen Z globally, many brands have found:Simply translating content into a foreign language is far from enough. What truly moves people is telling their stories in their own language.

This is the core logic of TikTok's regionalized market operations—not unified messaging, but deep cultivation in each region.

Today, let's look at three successful brands and see how they leveraged TikTok's regional strategy to achieve breakthroughs from 0 to 1, and from 1 to N.

 

Image source:Google

01

INTO YOU:

Localized Content Experiments in Cosmetic Tuke

As a dark horse in the cosmetics field, INTO YOU's Tuke journey is highly representative.

The brand not only innovates in products, launching the new category of lip mud, but also does its homework in regional TikTok operations.

For example, in the Vietnam market,INTO YOU set up an independent account @intoyou.vn, with a content strategy that is simple yet effective: real swatches, no filters.

The videos do not deliberately create atmosphere or emphasize advertising, but focus on showcasing the actual color and texture of the product, precisely addressing Vietnamese consumers' sensitivity to authentic makeup effects.

As a result, the account's followers surpassed100,000, with multiple videos exceeding one million views, and the highest reaching 20.5 million, making it the best-performing regional account for the brand.


Image source:TikTok

In Thailand,INTO YOU shifted to fashion collaborations + trendy content. The account @intoyou_th partnered with Pop Mart to release creative ads, attracting young users interested in pop culture.

Although the follower count is still small and in the growth stage, the content tone matches local aesthetics, laying the foundation for long-term brand penetration.

This customized content strategy for each country enables INTO YOU to find the most suitable way of expression in different markets, winning local consumers' trust with authenticity and professionalism.

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Image source:TikTok

02

Urbanic:

Fast Fashion's Regional Account Matrix Strategy

Urbanic, as a fast fashion brand, chose a different Tuke path—abandoning the saturated European and American markets to focus on emerging markets like India, Brazil, and Mexico.

ItsTikTok operations are an extension and practice of this strategy.

In Brazil, the account@urbanic_brasil focuses on healthy, capable, and comfortable outfit styles, with content close to local women's daily aesthetics and practical needs.

Currently, the account has nearly870,000 followers and over 7.8 million likes, making it the best-performing regional account for the brand.

 

Image source:TikTok

In Mexico, the account@urbanic_mx shifts to a more avant-garde, fashionable style, echoing local youth's sensitivity to trendy elements.

In addition,Urbanic actively collaborates with local influencers. For example, in Brazil, they invited fashion influencer @sthe_viick, who has 891,700 followers, to shoot outfit videos. Single videos exceeded one million views, with users in the comments asking how to buy.

This combination of regional accounts+ local influencers not only brings the brand closer to users, but also creates an efficient link from content to conversion.

 

Image source:TikTok

03

Laifen Technology:

Regional Communication Strategies for Tech Brands

Laifen's Tuke journey is a transformation from“Dyson alternative” to technological disruption.

InTikTok operations, it also demonstrates highly regionalized and scenario-based content capabilities.

Laifen has set up about 12 regional accounts onTikTok, covering Singapore, Malaysia, the US, Ukraine, and more. Each account's content strategy is based on local climate, culture, and user habits.

 

Image source:TikTok

For example, in Indonesia, the account@laifen_indonesia emphasizes the fast-drying function of the hair dryer, directly addressing the pain points of users in tropical regions.

In the European and American markets, the account@laifen_tech focuses on the positioning of tech lifestyle accessories, with content blending minimalist design and home aesthetics, attracting users who value quality and appearance.

In addition, Laifen also collaborates extensively with local small and medium influencers. In Indonesia, 125 collaborators are mostly local content creators, with videos focusing on real usage scenarios, minimizing commercial feel and strengthening trust.

This localized, pain-point-driven operational approach enables Laifen to find the most precise communication angle in each market, turning technological advantages into tangible value for local users.

 

Laifen related influencers (partial) image source:Echotik

04

Summary:

Three Core Logics of TikTok Regional Operations

From these three brands, we can see a commonTikTok regional operation logic:

1) Content Localization: Not translation, but recreation

Each market has different culture, aesthetics, and pain points. Brands need to abandon unified templates and truly immerse themselves locally, creating videos that fit local content consumption habits.

2) Account Matrix: One strategy per region, precise reach

By setting up multiple independent regional accounts, brands can fully customize content style, language, and influencer collaborations, avoiding“one-size-fits-all” content dilution.

3) Scenario-Based Communication: From selling products to creating resonance

Whether it'sINTO YOU's real swatches, Urbanic's outfit scenarios, or Laifen's function demonstrations, the essence is to integrate products into users' daily lives and build emotional connections.

Nowadays, regional operations have become a key step in Chinese brands' Tuke experiments.

It's not simply opening more accounts, but a comprehensive localization revolution from content strategy, influencer collaboration to user communication.

Whoever can truly speak the local language and do local things onTikTok, will have the opportunity to write their own brand story in the wave of globalization.

Next stop Tuke, are you ready for“regionalization”?