In recent years, as competition in the domestic market has intensified, more and more Chinese companies have begun to turn their attention to overseas markets. Among them, the Chinese B2B nail brand Modelones has also accelerated its pace of Tuke.

However, on the road to Tuke, Modelones did not choose an involution approach, but instead successfully expanded into overseas markets through a unique business model and strategic layout.

01

Brand Background

Modelones is a company focused on the nail industry and is another emerging brand in China’s Tuke beauty track, founded in 2015. Its product line includes various nail products such as nail polish, nail stickers, nail tools, and more.

The brand has entered the European and American nail niche market, and its nail polish and nail gel series have becomeviral on TikTok, with many short videos reaching over a million views.

But Modelones’ journey Tuke has not been smooth sailing. Similar to most brands’ Tuke experiences, it has also gone through many twists and turns. From initially joining online e-commerce channels such as Amazon, to building its own independent website, and thenacquiring customers through TikTok, Modelones has gradually become a well-known Tuke nail brand thanks to its unique vision and low-cost supply chain advantages.

02

Social Media Marketing and Placement Analysis

As a B2B physical brand, Modelones is well aware that to succeed Tuke, it must fully leverage social advantages to open up the market, acquire more distributors, and secure its place.

Therefore, in terms of social media marketing, Modelones focuses on Facebook, Instagram, andTikTok, with TikTok having the largest number of followers, reaching616,700.

On TikTok, Modelones mainly focuses on publishing various nail tutorials, product showcases, and promotional activities. To increase video exposure and traffic, Modelones uses popular hashtags such as #modelones, #modelonescolorcube, and #stpatricksday, generating a cumulative view count of up to 170 million. In addition, Modelones collaborates with influential nail bloggers/KOLs who recommend or use Modelones products in their videos.

It is clear that Modelones has put a lot of effort into marketing, whether it’s publishing videos or collaborating with influencers. In many aspects, you can see traces of“agency operation”, showing that with comprehensive summarization and assistance, it has forged its own path.

But such a path does not mean it cannot be replicated.

Whether it’s publishing videos or building independent sites for traffic, these are common practices for TikTok agency operations helping B2B companies Tuke. The difference is that Modelones has incorporated its own characteristics into the agency operation process and has a unique supply chain price advantage, which sets it apart from local brands.

In addition to social media marketing, Modelones has also invested heavily in advertising placement.

According to monitoring data from GoodsFox, Modelones currently ranks first in advertising placement volume in the Chinese Tuke beauty category, and its advertising volume has remained stable over the past year. In May 2022, the placement volume reached its peak, with more than 1,000 ads placed.

It is precisely this unique business model and strategic layout that has allowed Modelones’ brand reputation to quickly spread Tuke, gaining support from more distributors, OEM factories, e-commerce platforms, and physical stores, and establishing stable cooperative relationships with them.

03

Speculations on Chinese B2B Companies

In the future, as market competition intensifies and the Tuke e-commerce environment changes, it has become an inevitable trend for B2B companies to Tuke. From Modelones’ journey, we can also see that the difficulties for Chinese B2B companies Tuke lie in the differences in market environment and policies, as well as the challenges of customer acquisition.

The former requires adaptation to local conditions, while the latter can besolved by cooperating with professional agency companies specializing in B2B Tuke business operations.

In this era full of challenges and opportunities, Chinese companies need to possess a global vision and innovative capabilities like Modelones. By continuously exploring and innovating in business models, strategic layouts, and brand promotion, Chinese companies can successfully expand into Tuke markets and achieve sustainable development.