在TikTok上，越南姑娘爱上中国染眉膏

Core Insights - TikTok Shop's new Chinese brand, ROCKSWEET, has rapidly gained popularity in Vietnam's beauty market, achieving the top position in just six months since its launch [2] - The Vietnamese market shows significant potential, with a projected GDP growth rate of 6.5% in 2024 and a 25% annual growth rate in beauty spending among the 18-35 age group [2][3] - The brand's strategy focuses on building a long-term brand identity rather than competing solely on price, which is crucial in a market where low-cost competition is prevalent [3][4] Company Strategy - The founder, Mingo, transitioned from a white-label business model to creating a branded product line, recognizing the need for storytelling in branding [3] - The brand's entry into Vietnam was marked by a strategic pivot from low-margin products like false eyelashes to a focus on eyebrow dye, which was identified as an underserved category in the market [4][6] - The marketing approach involved leveraging local influencers and content creators to build brand awareness and trust among Vietnamese consumers [8][9] Market Dynamics - The Vietnamese beauty market is characterized by a high demand for affordable and unique beauty products, with a significant portion of spending driven by younger consumers [2][4] - TikTok Shop has emerged as a vital platform for e-commerce in Southeast Asia, with a low penetration rate of 11% compared to China's 27%, indicating substantial growth opportunities for brands [3][4] - The brand's success is attributed to its ability to resonate with local consumer preferences and effectively utilize TikTok's content ecosystem for marketing [4][9] Performance Metrics - ROCKSWEET's eyebrow dye product saw a significant increase in sales, with over 10,000 units sold after a viral marketing campaign led by local influencers [9][12] - The brand's sales on TikTok Shop surged by 300% in the second quarter of 2025 compared to the first quarter, highlighting its rapid growth trajectory [14][16] - The brand's marketing strategy has resulted in 91% of its sales being driven by influencer promotions, with over 2,328 influencers participating in the campaign [13]