"It has been proven that only innovative products and precise marketing can capture the market."

01

Seizing Market Opportunities to Build a High Cost-Performance Fashion Brand

In the Southeast Asian market, with the continuous rise of per capita GDP and the trend of consumption upgrading, consumers' demands for products have become more diversified and personalized. Founded five years ago,Cool-Vita seized this market opportunity, focusing on thehealth supplement sector, and quickly rose to become aleading online health supplement brand in Indonesia.

Cool-Vita was founded by Chinese entrepreneurs, using "high cost-performance" and "fashionable lifestyle" as entry points, launching a series of innovative products such as ready-to-drink collagen, meeting local consumers' needs for convenient and effective health supplements. This strategy successfully broke the traditional pattern of the health supplement market.

Cool-Vita's product line not only includes basic health supplements for adults, but also covers beauty and skincare products for young women and health supplements for the elderly. By cooperating with more than 400 farmers, they ensure the nutrition and quality of ingredients, and hire certified nutritionists and Michelin-trained chefs to design menus, further enhancing product competitiveness.

With these advantages, Cool-Vita quickly became popular on the Tuke platform, and its collagen effervescent tablets became a favorite among young consumers, with sales quickly exceeding ten million.

02 Building Its Own Traffic Pool to Achieve Rapid Popularity

In 2022, Cool-Vita's multivitamin chewable tablets unexpectedly went viral on Tuke, with daily sales quickly soaring to tens of thousands, and inventory once running low. This explosive growth allowed Cool-Vita to taste the sweetness of traffic. However, they did not get carried away, but regarded this as a "pleasant surprise" from cooperating with third-party influencers.

To further expand brand influence, Cool-Vita decided to build its own live streaming studio and MCN agency, and cultivate a content production team to continuously deliver high-quality content and achieve long-term traffic popularity.

Cool-Vita has its own methodology for creating Tuke bestsellers:

1. Celebrity Endorsements and Top Influencer Promotion: Strong promotion by celebrities and top influencers to create buzz for new products and the brand.

2. Mid-tier Influencers Cooperate in Sales: Using in-house and external mid-tier influencers for live streaming and short video sales rankings to expand popularity.

3. Continuous Advertising: Through massive content creation and advertising, providing a continuous stream of traffic to drive sales growth and brand exposure.

With this methodology, Cool-Vita once created a blockbuster product with daily sales exceeding 20,000 units within just 29 days.

03 Deeply Cultivating the Local Market and Expanding Online and Offline Channels

In Indonesia, the offline market still holds an important position. Cool-Vita not only distributes products in modern channels (such as chain malls, supermarkets, and hypermarkets), but also enters thousands of mom-and-pop stores and traditional small shops, covering a wide range of consumer groups.

To ensure brand and product exposure and sales in these channels, Cool-Vita adopts consignment and distribution models, and has launched offline exclusive product combinations to ensure differentiated operations between online and offline channels.

Cool-Vita's success is inseparable from its deeply localized strategy. 98% of the team members are local Indonesians, and middle management is also mainly local. The company respects Indonesia's religious and cultural customs, such as preparing prayer rooms for Muslim employees and allowing them to pray during working hours.

Through this deeply localized strategy, Cool-Vita can not only better understand and meet the needs of local consumers, but also quickly adjust strategies in the face of crises to maintain stable business development.

Although Tuke Shop was temporarily suspended due to new e-commerce regulations in Indonesia, Cool-Vita never gave up. By adjusting its strategy, Cool-Vita shifted its focus to offline channels, further consolidating sales at existing outlets. In the midst of the crisis, Cool-Vita continued to accumulate experience, honing the team's operational and supply chain capabilities, making the company's development more robust.

Co-founder Ye Pingping stated that Cool-Vita will continue to adhere to long-term localization, deeply cultivate product, marketing, and channel development, and achieve long-term brand success through steady growth. The road of Cool-Vita's brand has just begun, and they firmly believe that as long as they stick to the right direction, Cool-Vita will surely move from being an "internet sensation" to achieving true "long-term popularity".