166Going Tuke is no longer a question of whether to do it or not, but rather how to do it steadily and for the long term.
Especially for Tuke brands that are just starting out, the biggest confusion is often not the product itself, but how to quickly establish user awareness and trust in unfamiliar overseas markets with limited resources.
In this process, account matrixing has become a crucial step for more and more Chinese brands. It's not simply about opening more accounts, but a systematic layout revolving around users, markets, and content.
Today, let's discuss how to build a Tuke matrix by looking at three brands that have made a name for themselves in overseas markets.
Image source:Google
A matrix is not about spreading everywhere, but adapting to local conditions
Many beginners easily fall into a misconception: the more accounts, the better; the wider the market coverage, the better. But in reality, the first step of the Tuke matrix is to clarify for whom and where you are doing it.
Take the smart in-car brand 70mai as an example. Its layout on TikTok is very clear: for core Southeast Asian markets such as Malaysia, Thailand, and the Philippines, it has set up localized accounts for each.
Among them, the Malaysian account @70maimy has nearly 200,000 followers, and its content style is highly consistent with local users. There are both hardcore videos explaining parameters and real accident footage captured by dashcams, building product trust through what users can see for themselves.
Image source:TikTok
This one-country-one-strategy approach is essentially about using localized language, scenarios, and content to respond to the real needs of users in different markets. For beginners, instead of launching in a dozen countries at once, it's better to focus on one or two target markets, go deep with content, and then gradually replicate the successful experience.
The core of the matrix is content division, not account duplication
The value of an account matrix is not only in covering more users, but also in using different types of accounts to carry different functional content, forming synergy.
In the TikTok operations of the outdoor brand Naturehike, we can see this logic of division of labor.
For the Moroccan market, the account @naturehike.morocc focuses on stunning natural scenery and immersive outdoor exploration, appealing to users visually.
Image source:TikTok
For the UK market, @naturehike_uk puts more emphasis on product performance analysis and hands-on tutorials, taking a professional approach.
Image source:TikTok
The former sparks interest, the latter builds trust. Although both accounts are called Naturehike, their content and goals are completely different. This is the true meaning of a matrix: not repeated construction, but covering the entire decision-making chain from knowing you to choosing you through differentiated content.
For brands just starting out, you can approach from two directions. One focuses on seeding interest, the other on conversion, forming a complementary content strategy and avoiding accounts competing for traffic.
The implementation of the matrix depends on platform characteristics and traffic logic
Building an account matrix cannot be separated from the platform's own attributes. Different platforms have different content logic, user habits, and conversion paths, so matrix strategies must be adjusted accordingly.
In the case of 3C brand UGREEN, we see that it has formed a clear region + function dual-dimension matrix on TikTok.
On the one hand, it covers multiple markets such as the US, UK, Mexico, Malaysia, and the Philippines, forming a regional matrix; on the other hand, it flexibly uses a combination of content and live streaming in different markets according to user habits.
Image source:TikTok
In the Indonesian market, UGREEN's official store sales have exceeded ten million US dollars, performing very well; in Malaysia, the account @ugreenofficialmalaysia has achieved nearly $1.22 million in sales through more than 15 hours of daily live streaming, with live streaming accounting for as much as 78%, turning TikTok from a content platform into a conversion platform.
Image source:kalodata
In addition, UGREEN also invests heavily in short video ads in markets such as Indonesia, injecting long-tail traffic into quality content and further amplifying the conversion efficiency of the matrix.
For beginners, there is no need to pursue full-platform coverage at the outset. You can first choose a main battleground, such as TikTok, and build 2-3 accounts in the region, each responsible for different roles such as brand display, product explanation, and user interaction, gradually exploring a traffic model suitable for your own category.
Conclusion
A Tuke matrix is not a simple list of accounts, but a systematic project revolving around users, content, platforms, and organization.
From 70mai's regional deep cultivation, to Naturehike's content division, and then to UGREEN's traffic combination, the practices of these brands tell us: Brands that do matrixing well are often not the best at spreading, but the best at breaking down—breaking down user needs, content functions, and platform dividends.
The window of opportunity in overseas markets is still open, and users' acceptance of Chinese brands is also increasing. For brands preparing to go Tuke or just starting out, the matrix is not an unattainable strategy for big companies, but a pragmatic path that can be taken step by step.
As long as you are willing to settle down, understand users, and refine your content, this era will still leave enough room for those who are prepared.
