Even though Indonesia imposed a ban for more than two months, causing considerable losses, according to current data, Tuke e-commerce is still developing rapidly in Southeast Asia.

During the recent "Double 12" shopping festival, Tuke Shop's performance in Southeast Asia was as impressive as ever, with a cross-border GMV completion rate of 108%, an overall cross-border GMV increase of 493%, and a single-day cross-border sales surge of 580%!

The popularity of Tuke in the Southeast Asian market was actually foreshadowed long ago.

Since trialing in 2021, Tuke e-commerce's GMV performance has been rising steadily, reaching countries such as Indonesia, the UK, Thailand, and the US.

Now, it is focusing even more on the Southeast Asian and US markets, advancing on both fronts, attempting to globalize Tuke e-commerce and create a new field in electronic commerce.

For example, the beauty brand HEBE Beauty seized the huge Southeast Asian market early on.

HEBE Beauty is a domestic beauty brand. Unlike most Chinese beauty brands that expand overseas from the inside out, HEBE Beauty's Chinese team incubated the Y.O.U beauty brand locally in Southeast Asia. With differentiated and localized marketing, they quickly expanded to countries such as the Philippines, Malaysia, and Thailand, covering nearly 40,000 locations.

The reason why the Y.O.U beauty brand succeeded is, firstly, because they conducted in-depth research on beauty pain points according to the Southeast Asian climate and developed base makeup products more suitable for the local market, which are long-lasting and gentle on the skin.

Another reason is that they understand the importance of brand marketing and focus more on gaining recognition within target circles.

In the second half of 2021, Y.O.U transformed its sales channels and marketing modules through the internet, choosing Tuke as the main platform for full-chain closed-loop marketing and proposing a primary strategy: All in Tuke.

They solved advertising, content, influencers, and conversion all in one place on Tuke, and the implementation of this strategy successfully enabled Y.O.U's sales to achieve ultra-high sustained monthly growth of over 100%.

From distributors to offline BAs (sales assistants), and then to users, by leveraging Tuke, the Y.O.U brand successfully tapped into a huge pool of online traffic, while also opening up broad growth opportunities for offline business.

Furthermore, in terms of operating social media and short video channels, Y.O.U's Tuke team knows that only by producing high-quality content can they win word-of-mouth and promote the brand to more people, thereby persuading users to convert.

To this end, they have established corresponding content teams both domestically and locally, jointly creating and exploring trending content on Tuke, and regularly motivating the team to take corresponding actions, continuously injecting new creativity into Tuke advertising.

Like Y.O.U, the women's clothing brand NOWRAIN accurately identified market demand and took advantage of a huge market gap.

As an overseas brand under Vipshop, NOWRAIN has strong e-commerce operation capabilities, and a mature supply chain is also a huge advantage for them. NOWRAIN's target market is young consumers, and they have attracted a large number of young people under 25 through outstanding Tuke short videos and live streaming.

In terms of business model, NOWRAIN's Tuke operation reflects two monetization strategies.

On one hand, they create high-quality short videos based on trending topics and popular culture memes on Tuke to increase their fan base; on the other hand, they achieve profitability through live-streaming sales.

At the same time, NOWRAIN is establishing different accounts on Tuke, creating different styles for each account, and using vertical-style content to target and attract users.

Currently, NOWRAIN already has five accounts on Tuke and has become a leading women's clothing brand on Tuke Shop.

From the above examples, it can be seen that whether it is Y.O.U, NOWRAIN, or other Chinese brands that have taken root in the Southeast Asian market and demonstrated strong vitality, they all persistently explore the potential of new channels.

They have sharper insights into market demand and attach great importance to and adhere to localization strategies, including in products, teams, and marketing. This localized philosophy is implemented in their channel marketing strategies, continuously supporting the growth and expansion of their brands.