东南亚消费者为何愿为猫人买单？国货品牌的“溢价密码”

Core Insights - The article highlights the success of the Chinese lingerie brand Catman in penetrating the Southeast Asian market, particularly Thailand, by leveraging technology and content-driven e-commerce strategies [2][3][15] - Catman aims to differentiate itself from competitors by focusing on high-quality, technologically advanced lingerie products rather than competing solely on price [3][15] Market Strategy - Catman entered the Thai market with a focus on mid-to-high-end products, utilizing a strategy that emphasizes technological innovation in lingerie, such as breathable and antibacterial fabrics [3][4] - The brand's initial offerings included a detachable strapless bra and a "lipstick underwear" that quickly gained popularity on TikTok, achieving top sales in the lingerie category [4][11] Consumer Targeting - The target demographic for Catman in Thailand includes urban professionals aged 25-34 with a monthly income exceeding 5,000 RMB, who are open to innovative and stylish products [3][15] - Catman identified a gap in the market for high-quality lingerie, as traditional Thai products often lack the technological advancements found in Chinese offerings [3][15] Marketing and Promotion - To build brand trust and consumer acceptance, Catman collaborated with local influencers and KOCs (Key Opinion Consumers) to create relatable content that showcases product features [6][8] - The brand implemented a "short video seeding + live streaming harvesting" model to maximize conversion efficiency, with live streaming contributing significantly to daily GMV [11][13] Technology Utilization - Catman utilized TikTok for Business tools, including GMV Max, to optimize advertising strategies and enhance content quality, allowing for automated and efficient ad placements [10][14] - The brand's approach to content creation involves a structured framework that combines creative input from influencers with data-driven insights to produce high-quality promotional materials [8][10] Future Expansion Plans - Catman plans to solidify its position in Thailand before expanding to other Southeast Asian markets and North America, leveraging its successful content-supply chain-localization model [14][15] - The brand aims to transition from single product success to a broader category leadership in various lingerie segments, including underwear and loungewear [14][15] Industry Insights - The article emphasizes that TikTok serves as a powerful platform for connecting Chinese brands with global consumers, facilitating brand globalization efforts [16] - Catman's experience illustrates that Chinese brands can overcome the perception of "Chinese manufacturing equals low price" by focusing on product quality and innovative marketing strategies [15][16]