Starting from 2024, brand Tuke seems to have pressed the accelerator.

From new energy vehicles running on European streets to new tea drinks with queues in Southeast Asia, a large number of Chinese brands are accelerating their expansion of business maps overseas.

In the beauty track, besides the already famous Perfect Diary and Florasis, a name from Yiwu, Zhejiang——JMCY (Jianmei Chuangyan), is entering the public eye as a dark horse.

This beauty brand focusing on extreme cost performance achieved a leap from 0 to over ten million RMB in just14 monthsafter entering the Philippine market, becoming a regular on the TikTok Shop beauty list.

This story is about products, strategies, and more about the new navigation wisdom of Chinese brands under the background of an era.

 

Image source:TikTok

Eighteen years of accumulation, ushering in the Tuke window period

According to information,the story of the JMCY brand began in 2006 in Yiwu, Zhejiang. This land, known as the "World Capital of Small Commodities," endowed them with innate supply chain genes and cost control capabilities.

For more than ten years, the brand has deeply cultivated the domestic affordable beauty track, continuously polishing product strength and quality control system through OEM and self-production, and has remained at the forefront of the domestic affordable beauty track.

Facingthe wave of enterprise Tuke around 2022, George Wu showed great restraint. When someone invited him to Indonesia to cooperate in building a factory, he refused. Those who know him understand that this founder has a bit of "product obsession," unable to tolerate any compromise in the formula, preferring to stay on the production line to adjust color numbers rather than just riding the trend.

It is precisely this stubbornness towards products that laid the groundwork for the later explosion.(Information from: "China News Weekly" interview report)

 

Image source: Facebook account@JMCY Philippines

At the beginning of 2024, Hailey, who has rich experience in Southeast Asian market operations, joined and became the operator of JMCYbrandin the overseas market. At this time, after years of accumulation, the Southeast Asian consumer market upgraded, the rough stage of pursuing low price and low quality passed, which opened a key window period for JMCY with product advantages.

In April 2024, JMCYbrandofficially set sail Tuke. The speed of its team expansion proved the hot market: overseas leaderHailey moved offices 7 times in 14 months, from a 70-square-meter space in Hangzhou to a 1000-square-meter office building in Guangzhou to cope with the rapid business growth.

 

Image source: Facebook account@JMCY Philippines

Southeast Asia, this boiling blue ocean

To understandJMCYbrand's opportunity window, it is inseparable from the big trend of the track behind,especially the simultaneous take-off of Southeast Asian beauty and social e-commerce.

According todata, the Southeast Asian e-commerce market is experiencing explosive growth, with a market size of $159 billion in 2024, expected to climb to $370 billion by 2030. This land with 650 million people has a soaring internet penetration rate, consumption habits similar to China, and a huge demand for high cost-performance beauty products.

 

Image source:kyanon

Take Vietnam as an example, its cosmetics retail market is expected to reach $2.7 billion in2027, and the annual growth rate of the skincare market is as high as 11.7%. In Indonesia, beauty products under 20 RMB account for more than 74% of sales, which coincides with JMCY's extreme cost-performance positioning.

This market environment provides natural soil for domestic brands. As long as the product is strong, there is a chance to quickly take root and sprout in this hot land.

 

Image source:allied market research

JMCY's "speedboat" tactics

In channel strategy,JMCYbrandshows extremely clear strategic determination.Hailey once firmly judged: "TikTok Shop is a must, and also the only channel." In her view, TikTok's closed-loop ecosystem—from content reach to instant ordering, then to repurchase retention—provides new brands with the speed of scaling that traditional e-commerce platforms require slow grinding to achieve.

1.Influencer Matrix

In the Philippines,JMCYbranddid not rush to spend money signing top influencers, but focused on authenticity, cooperating with a large number of mid-tier and tail-end influencers.

In related interviews, it was mentioned that in the early stage of brand deployment,Hailey's team would connect with more than 2,000 influencers every day, encouraging local influencers to participate in script creation.

This authentic word-of-mouth network woven by a large number of influencers amplifiedJMCY's brand voice like a snowball.

For example, one influencer @softstrawberrybby with only 11,000 followers, through a simple video testing three JMCY lip glaze colors on her palm, unexpectedly gained 28.5 million views and brought in $100,000 in sales.

 

Image source:TikTok

As the brand voice continues to amplify onTikTok, JMCY's selection of influencers becomes more precise, gradually focusing cooperation on vertical influencers in beauty and personal care, and starting to introduce top influencers, forming a more three-dimensional influencer matrix.

 

Image source:echotik

Take the official storeJMCY Cosmetics as an example, in February 2026, 3,590 influencers participated in posting videos or live broadcasts in a single month, with more than 6,500 new content published.

The alliance transaction amount brought by these influencers reached$364,800, accounting for nearly 86% of the store's total monthly transactions.

From early wide-net connections to today's precise targeting of vertical influencers,JMCY brand's influencer strategy has become more efficient through continuous iteration, and alliance transactions steadily support most of the store's performance.

 

Image source:kalodata

2. Content Re-creation

In the domestic beauty content ecosystem, the method of grabbing traffic with reversals and conflict plots is already very mature, but Southeast Asian users seem less receptive to such strongly designed content, preferring direct and authentic product experience sharing.

For this reason, landing in the Philippine market,JMCY quickly adopted a content model more suitable for the local market: abandoning complex plot scripts, focusing on down-to-earth oral selling points and intuitive product testing, straightforwardly showcasing the core product selling points.

 


Image source:TikTok

For example, for the core best-selling three-in-one double-ended lip glaze, besides the regular application display, they also conduct some exaggerated tests to highlight the selling point of"waterproof, sweat-proof, and non-stick cup".

TikTok local @airstolentino_ is a good example. In her collaborative video, besides detailed usage explanation, she also does cup-sticking tests, water flushing tests, drinking bottled beverages, and a series of real tests to prove the selling points.

This video finally achieved47.6 million views, and is considered a representative blockbuster of this straightforward content.

 

Image source:TikTok

3. Leveraging Promotions and Live Streaming

E-commerce promotions are key nodes for Southeast Asian users to"make centralized decisions". JMCY brand naturally does not miss out, deeply participating in local "66", "double day promotions" and other festival marketing, through early warm-up and a combination strategy of best-sellers + new products, amplifying transaction volume in a short time.

For example, in the"66 e-commerce promotion" in June 2025, through early warm-up and optimized product combination, a live broadcast set a sales record of $30,000 in 3 hours.(Data from: "China News Weekly" interview report)

During promotions, influencer live streaming pushed the overall transaction volume up bymore than 3 times, becoming a key growth engine.

 

JMCY brand live streaming room Image source: TikTok

Deep Localization: Comprehensive Downward Penetration of Warehousing and Logistics

The popularity of content brought a surge in orders, but almost pushed the business into crisis.

The shipping cost of cross-border small parcels is twice as expensive as local delivery, andthe JMCY brand team missed this cost in early pricing.

The solution lies in localized fulfillment,JMCY quickly set up local warehousing in Manila, Philippines. The previous cross-border shipping that took more than a week was quickly shortened to 2-3 days delivery, and the repurchase rate directly increased by 30%.

This"domestic production—overseas warehousing—local delivery" iron triangle model not only reduced costs, but also greatly improved user experience and repurchase rate.

 

Image source: Facebook account@JMCY Philippines

Standing at the threshold of2026, looking back, JMCY's Tuke trajectory is like a microcosm of an era.

It tells us that Chinese brands Tuke have long passed the stage of relying on low prices for volume. The real opportunity belongs to those who have deeply cultivated the domestic supply chain for many years, are obsessed with products, and can settle down to do localized operations overseas.

Southeast Asia's young market of 650 million people, soaring internet penetration rate, and consumption habits similar to China together constitute the window period given by the era.

When you feel weak growth and fierce competition domestically, you might as well look up at the broader sea.