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TikTok Bestselling Products: Rise of MAKUKU in Southeast Asia

The Southeast Asian baby and maternity market is thriving, driven by a large population base and high birth rates. According to Statista, countries such as the Philippines, Indonesia, and Vietnam have higher birth rates compared to the global average, creating significant demand for baby and maternity products. In 2023, the birth rate in the Philippines was 2.77, Indonesia's was 2.1, and Vietnam's was 2.05. This demographic trend, combined with increasing internet penetration and rising per capita consumption, offers fertile ground for brands to grow. Notably, in this burgeoning market, products endorsed as TikTok bestselling products have seen rapid adoption, shaping consumer preferences and influencing purchasing decisions across the region.


Localized Product Strategy: Tailoring to Southeast Asian Needs

MAKUKU, established in 2020 under Sands Talk Indonesia, has capitalized on its deep understanding of the Southeast Asian market. This Chinese-born brand has effectively catered to local needs, swiftly capturing the mid-to-high-end baby and maternity market. According to Shoplus, MAKUKU's presence on TikTok is formidable, with several stores, the largest being the Indonesian store with 1.1 million followers. One of its stores in the Philippines has sold 182,000 items, generating a total GMV of 10.9 million RMB since its launch last year.


Diverse Product Lines for Varied Market Segments

MAKUKU has introduced three main product lines in the Philippines, each catering to different segments of the mid-to-high-end market:

  • Slim Series: Known for its slim, skin-friendly, highly absorbent, and breathable design, this series is ideal for the hot, tropical climate of Southeast Asia, earning it a strong reputation.
  • Comfort Series: Focused on cost-effectiveness, this line aims to quickly capture market share.
  • Ultra Care Series: Targeted at high-end consumers, this series emphasizes premium experiences.

MAKUKU continuously refines its product development based on user feedback gathered from TikTok, enhancing user experience. Consumer reviews on MAKUKU's independent website highlight the diapers' softness, elasticity, breathability, and absorbency, making them well-suited for tropical regions.


Integrated Online and Offline Marketing Strategy

MAKUKU's success is not solely due to its localized product strategy but also its robust online and offline marketing integration. The brand has effectively utilized traditional offline sales channels while leveraging online resources to maximize reach and impact.

Dominance on TikTok: A Strategic Choice

MAKUKU has chosen TikTok as its primary operating platform, investing heavily in video content production and promotion. With over 1.1 million followers on its official Indonesian TikTok account, the brand's influence is undeniable.

In October 2022, MAKUKU launched a major online content marketing campaign on TikTok with the #MAKUKUBestGiftOfLove challenge, marking a significant step in its digital marketing efforts. This campaign utilized TikTok's top exposure products, such as TopView, and enlisted top-tier celebrities and key opinion leaders (KOLs) from the Indonesian maternity sector. These influencers used keywords like "Best" and "Love" to highlight product value and emotional appeal, driving user-generated content (UGC) participation and sharing.

Remarkable Growth and Engagement

The TikTok challenge attracted nearly 100,000 new followers, significantly boosting product sales. Between October 2022 and January 2023, MAKUKU's total GMV on TikTok saw an astonishing 500% increase. The brand's video content is diverse, ranging from light-hearted family skits to practical product demonstrations, effectively conveying MAKUKU's brand philosophy and product features to potential consumers.

Additionally, MAKUKU collaborates with local TikTok influencers to further enhance brand awareness and influence. This collaboration helps establish a strong brand image and attracts the target audience's attention and purchases.

Leveraging China's E-Commerce Success

As a Chinese brand, MAKUKU's team has applied successful domestic live-stream e-commerce strategies to the Southeast Asian market. They built a matrix of influencers and live-streaming rooms, expanding product and brand exposure. Besides these promotional efforts, MAKUKU initiated large-scale online marketing campaigns, collaborating with Indonesian celebrities and TikTok maternity influencers, adopting a store broadcast combined with influencer matrix live-streaming strategy, and receiving commercial traffic support.


Strategic Insights and Future Prospects

MAKUKU's journey in Southeast Asia exemplifies a strategic blend of quality product offerings and robust marketing techniques. The brand's ability to adapt Chinese e-commerce strategies to local markets has been instrumental in its success.

Localized Market Strategy

MAKUKU's localized approach—tailoring products to meet regional climatic conditions and consumer preferences—demonstrates the importance of understanding and responding to local needs. The brand's diverse product lines ensure broad market appeal and customer satisfaction.

Harnessing Social Media Power

MAKUKU's strategic use of TikTok, a platform with immense popularity in Southeast Asia, underscores the importance of selecting the right digital platform for brand promotion. The brand's engagement with local influencers and celebrities has amplified its reach and resonance with the target audience.

Future Growth in a Competitive Market

MAKUKU's success provides valuable insights for other brands looking to enter the Southeast Asian market. The region's rapidly growing e-commerce sector and increasing consumer spending present significant opportunities. However, competition is expected to intensify, making it crucial for brands to continuously innovate and adapt their strategies.

If you're looking to discover more TikTok best-selling products like MAKUKU, Shoplus is your go-to tool. It offers real-time insights into trending products across various regions and industries, enabling you to quickly pinpoint items gaining traction on TikTok and seize emerging opportunities. By utilizing Shoplus, you can assess the performance of TikTok videos showcasing specific products. Metrics such as play count, engagement rate, and revenue provide invaluable insights, allowing you to refine your marketing strategies effectively.



MAKUKU's rise in the Southeast Asian baby and maternity market highlights the potential for brands to thrive in this dynamic region. By combining localized product strategies with comprehensive online and offline marketing efforts, MAKUKU has set a benchmark for success in promoting best TikTok products. As the market continues to evolve, brands that can effectively navigate these trends and leverage digital platforms like TikTok will be well-positioned to capture the growing opportunities in Southeast Asia.


Kayla is a creative writer and Content Marketer at Shoplus, focusing on topics surrounding social media and digital marketing. If you can't reach her, she's probably daydreaming at the beach. Keep up with her to discover more TikTok opportunities.
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