Core Insights - The article highlights the rapid success of the skincare brand Kawai Duo, which focuses on herbal skincare for spot removal, achieving over 3.5 million sales of its 99 yuan "buy one get one free" spot cream within four months, resulting in monthly sales exceeding 100 million yuan [1][10]. Company Overview - Kawai Duo was established in 2009 but only began its operations on Douyin (TikTok) in March 2023, quickly gaining over 4 million followers in six months [1][3]. - The brand's main account, @KawaiDuoYangJie-HerbalSpotRemoval, has consistently achieved monthly sales exceeding 100 million yuan since July [1][3]. Marketing Strategy - Kawai Duo employs a unique e-commerce strategy reminiscent of the "Xiamen Gang," focusing on high advertising spending to acquire new customers, primarily through live streaming [3][11]. - Unlike traditional influencer marketing, Kawai Duo has built multiple matrix accounts leveraging the influence of its founder Cheng Yang for conversion [3][11]. Target Demographics - The brand targets middle-aged and elderly consumers, with 43% of its main account's followers aged 31-40 and nearly 35% over 40 [3][4]. - The primary consumer base is located in Guangdong and Zhejiang, focusing on new first-tier, second-tier, and third-tier cities [3][4]. Product Positioning - Kawai Duo's main product is a spot removal cream, addressing common skin concerns among the elderly, who have significant purchasing power and demand for such products [4][5]. - The brand emphasizes safety and traditional methods, claiming its products are made using ancient techniques, which resonates with the target demographic [5][7]. Brand Trust and Credibility - Kawai Duo enhances consumer trust through expert endorsements and official media coverage, showcasing certifications and sales achievements [7][9]. - The founder's professional background and experience are highlighted in promotional content to build credibility among older consumers [9][11]. Sales Performance - Kawai Duo's sales strategy includes high advertising spending, with approximately 50% of traffic in live streams coming from paid sources, significantly above the industry average [15]. - The brand's promotional tactics, such as "buy one get one free," effectively attract older consumers who respond well to straightforward discount offers [15][16]. Market Trends - The article notes a growing interest in skincare products among the elderly, particularly spot removal products, with a 227% increase in purchases among the "new elderly" demographic [17][18]. - Despite the potential in the elderly beauty market, many brands hesitate to target this demographic directly due to perceived risks and high trial costs [18][19]. Competitive Landscape - Kawai Duo faces competition from both domestic and international brands, with the latter having advantages in innovation and brand recognition [19]. - The brand's success is attributed to its understanding of local market needs and price sensitivity among older consumers, which could provide a competitive edge if product efficacy and safety are validated [19].