A modest investment of just $100 can create waves in overseas markets, as demonstrated by baby care brand Makuku's remarkable 900% sales growth on TikTok Shop Philippines. This case study examines the strategies behind their success in the competitive Southeast Asian market.
I. Strategic Market Selection: The Untapped Potential of Baby Care
Makuku's Philippines market lead Wang Liaoda identified key advantages in the baby care sector: "This niche presents lower competition barriers for market entry and experience replication, with reduced demands for product differentiation. It offers substantial opportunities for both established brands and small-to-medium enterprises."
The baby care market's stable demand, high customer retention rates, and strong potential for word-of-mouth marketing make it particularly attractive for international expansion, especially for new market entrants.
II. Influencer Marketing: From Zero to Market Presence
Makuku's market entry strategy centered on local influencer collaborations to generate brand awareness. "We initially partnered with local content creators to produce videos and social media content, rapidly increasing brand visibility," explained Wang. "After establishing local recognition, we transitioned to live commerce to convert that exposure into sales."
The company implemented a structured approach:
- Influencer Network Development: Established relationships across influencer tiers from top-tier to micro-influencers
- Product Seeding: Distributed samples to selected influencers for authentic content creation
- Content Saturation: Produced 2,000+ monthly videos through 500+ creator partnerships
- Topic Amplification: Increased brand-related content views from 20 million to 100 million
Key Insights:
- Initial growth phases require maximum visibility to drive conversion opportunities
- Content quality—authenticity, engagement value, and credibility—determines audience retention
III. Precision Influencer Selection: Expanding Beyond Category Boundaries
Rather than limiting partnerships to baby care specialists, Makuku strategically collaborated with beauty and product review influencers. "Baby care influencers represent a relatively small segment in the Philippines," noted Wang. "We expanded to beauty and product review creators whose predominantly female audiences (18-34 years) significantly overlap with our target demographic."
The company developed tiered partnership models:
- Premium Budget: Top-tier influencer collaborations for rapid brand establishment
- Limited Budget: Commission-based partnerships with micro-influencers
- Content Optimization: Repurposing single productions into multiple assets for maximum ROI
IV. Live Commerce Optimization: The Conversion Trifecta
With established brand recognition, Makuku implemented a three-pronged live commerce strategy:
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Pre-Show Audience Building:
- Leveraged platform incentives including live stream promotion vouchers
- Directed traffic through short videos and paid promotions
- Implemented engagement mechanics like flash giveaways and free shipping
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Talent Acquisition and Development:
- Recruited university students and experienced hosts
- Implemented comprehensive sales technique training programs
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Live Performance Tactics:
- Critical Opening: Concentrated conversion efforts in first 5-10 minutes
- Script Cycling: Repeated brand messaging, product benefits, and promotions
- Audience Interaction: Personalized Q&A to build trust
- Urgency Creation: Time-limited offers (10-15 minute windows)
V. Platform Synergy: TikTok Shop's Growth Accelerators
TikTok Shop's infrastructure provided critical support for Makuku's rapid scaling. "The platform enables immediate audience targeting and closed-loop conversion," Wang stated.
Key platform features utilized:
- Launch Support: Live stream ranking challenges and incentive programs
- Promotional Events: Significant GMV lifts during "Double Day" and "Pay Day" campaigns
- Brand Spotlight: Participation in brand day events generating seven-figure sales
Event Sales Maximization:
- Pre-campaign teasers through short videos 3-7 days pre-event
- Coordinated participation in platform-sponsored exposure initiatives
- Strategic pricing to capitalize on promotional shopping behaviors
VI. Blueprint for International Market Success
Makuku's Philippines growth exemplifies how strategic market positioning, data-driven influencer collaboration, and platform optimization can drive exponential international expansion, even with limited initial investment.
The case study demonstrates that thorough market understanding, appropriate platform selection, product quality assurance, and continuous innovation remain fundamental to sustainable international commerce success.