In Indonesia, the dominant supermarket chains, Indomaret and Alfamart, hold over 65% of the retail market share. However, a Chinese-made mouthwash called Metoo has made surprising inroads since early 2023, becoming a top-three seller in significant chains. This success was driven by its online presence on platforms like TikTok, with sales volume reaching impressive heights within just 15 months of launch.
- Launched on TikTok in March 2022, it quickly became the top online mouthwash seller.
- Entered offline channels in September 2022 and achieved distribution in 50,000 supermarkets by March 2023.
- They captured a significant market share, with offline sales surpassing online sales within four months.
- We utilized an online-offline linkage strategy for expansion to other Southeast Asian countries.
The success was facilitated by identifying and targeting the demand for mouthwash among Indonesia’s Muslim population, where oral hygiene is essential due to religious practices. Metoo also differentiated itself with various stories of a 1.5 USD Mouthwash that made 130 million Indonesians smileGuide flavors and a “probiotics” concept, appealing to young consumers willing to spend. Despite being priced higher than competitors, Metoo achieved considerable sales through online and offline strategies.
Breaking into the competitive Indonesian offline market is challenging, given the stronghold of established international brands. Metoo leveraged its online presence, particularly on TikTok, to create brand awareness and position itself as an “international brand” rather than a foreign one. Its online popularity provided a stepping stone for offline distribution, aided by expert local channels and partnerships with major supermarkets.
Wu Shaolong, the founder, acknowledges the complexities of entering the Indonesian market, emphasizing that a deep understanding of the local environment and an approach rooted in the local context are crucial for success.
Do not forget to follow us on our Facebook group and page to keep you always aware of the latest advances, News, Updates, review, and giveaway on smartphones, tablets, gadgets, and more from the technology world of the future.