逐本上线越南TikTok Shop 分阶段推进全渠道布局

This article outlines the key market entry strategies of Chinese skincare brand Zhuben as it expands into Vietnam. Core insights are as follows:

1. Core Background: Founded in 2016, Zhuben specializes in aromatherapy-focused plant-based skincare, and has built a strong reputation in China’s domestic cleansing oil market. The brand officially launched in Vietnam on July 1 via its official TikTok Shop store, leading with its signature natural plant-based cleansing oil to develop a new market segment through the short-video ecosystem.

2. Vietnam Market Overview: Vietnam’s e-commerce market for cleansing oil is projected to reach 510 million RMB by 2026, growing at an annual rate of 8.3% — outpacing the overall growth of the beauty and personal care category. Currently, cleansing oil accounts for only 7.3% of the total makeup remover market, and just 21.4% of cleansing oil sales occur via TikTok, leaving significant room for growth. Over 60% of local consumers hold concerns that cleansing oil is greasy, clogs pores, and is difficult to rinse off, and no leading brand has yet emerged in the segment.

3. Zhuben’s Localization Strategy: The brand has formed an in-depth partnership with local Vietnamese group SMD to leverage local resources for a phased omni-channel rollout. It plans to first build market presence with its core hit product, before gradually rolling out its full line of skincare products, positioned around its differentiated offering of Oriental plant-based aromatherapy.

This article provides actionable case studies and market insights for Chinese skincare brands planning to expand into Southeast Asia, with key takeaways as follows:

1. Consumer Trends and Market Opportunities: Vietnam’s cleansing oil segment is growing far faster than the overall beauty and personal care industry, with extremely low current category penetration and enormous growth potential. Local Gen Z and millennial consumers are increasingly shifting from cleansing water to cleansing oil, and no dominant leading brand has emerged yet, leaving abundant room for new entrants.

2. Channel and Marketing Strategy: Zhuben chose TikTok Shop as its launch platform to capture traffic and build market share through the short-video content ecosystem. It also partnered deeply with a local group to access local operation teams, influencer resources and MCN networks to solve localization challenges, and adopted a phased omni-channel expansion approach to reduce cross-border expansion risks.

3. Product R&D and Positioning: Leveraging its core competitive advantage in the plant-based cleansing segment, Zhuben adopts a differentiated positioning focused on Oriental plant-based aromatherapy. It first launches its core hit product to capture market share, then rolls out a full product matrix in layers to gradually expand into full-category skincare, matching the logical entry process for new markets.

This article summarizes market opportunities and actionable experience for beauty sellers planning to expand into Southeast Asia via the Vietnam cleansing oil segment, with key insights as follows:

1. Market Opportunity Overview: Vietnam’s cleansing oil market is a clear growth market, projected to reach 510 million RMB by 2026 with an 8.3% annual growth rate that outpaces the overall beauty and personal care industry. Currently, cleansing oil holds just 7.3% of the total makeup remover category, and only 21.4% of sales go through TikTok. No leading brand dominates the market, competition is relatively mild, and first-mover advantages are significant.

2. Shifting Consumer Demand and Unmet Pain Points: Young local consumers are already shifting from cleansing water to cleansing oil. The core unmet pain point is that over 60% of consumers worry cleansing oil is greasy, clogs pores and is difficult to rinse off — brands that address this concern effectively can capture clear market opportunities.

3. Actionable Takeaways: Cross-border expansion should prioritize partnering with local resources and local operating groups to reduce trial-and-error costs. Adopt a phased expansion strategy: first build a core hit product to establish market awareness, then gradually expand into a full product line, and build competitive advantage through differentiated positioning.

This article outlines business opportunities in the Vietnamese market and digital e-commerce insights for beauty factories planning to expand cross-border business, with key takeaways as follows:

1. Product Design and Manufacturing Opportunities: Vietnam’s cleansing oil market is in a phase of consumer upgrading, with young consumers gradually shifting from cleansing water to cleansing oil. Current market supply cannot meet consumer demand for "non-greasy, easy-to-rinse" cleansing oil, and no leading brands exist. This leaves substantial room for growth in manufacturing demand for cleansing oil products, and greater opportunities for product designs tailored to this demand.

2. Business Cooperation Opportunities: Chinese brand Zhuben is adopting a phased expansion strategy for its Vietnamese market entry. Beyond its core cleansing oil offering, it will gradually roll out a full skincare line including face masks, essence oils, water-tones and creams, creating long-term potential cooperation demand for high-quality supply chains.

3. Digital E-commerce Insights: Vietnam’s online beauty channel, particularly short-video e-commerce platforms like TikTok, has substantial room for growth. Factories looking to launch their own brands cross-border can enter niche segments via the short-video ecosystem, starting with a niche hit product before gradually expanding to a full product line.

This article outlines industry trends and client demand for service providers supporting Chinese cross-border expansion and local Southeast Asian beauty e-commerce, with key insights as follows:

1. Industry Development Trends: A growing number of Chinese skincare brands that have built strong positions in domestic niche segments are now expanding into emerging Southeast Asian markets. Niche beauty segments in high-growth, low-saturation markets like Vietnam will continue to attract more Chinese brands, driving sustained growth in market demand for supporting service providers.

2. Core Client Pain Points: The biggest challenge for expanding Chinese brands is a lack of localized operation capabilities, including access to local influencer resources, operation teams and MCN partnerships. Independent expansion carries high costs and risks, so demand for supporting localized services is very strong.

3. Business Expansion Directions: Service providers can develop localized end-to-end operation services tailored to the needs of expanding Chinese brands. By capitalizing on the supply gap in niche segments and the traffic dividend of TikTok e-commerce, providers can support brands’ local operations while expanding their own business scope.

This article provides insights into segment opportunities and operation directions for e-commerce platforms — especially short-video e-commerce platforms — expanding into the Southeast Asian market, with key takeaways as follows:

1. Segment Opportunities and招商 Directions: Vietnam’s cleansing oil niche segment is fast-growing, has low penetration and no dominant leading brands. Meanwhile, a large number of niche Chinese skincare brands are seeking to expand into Southeast Asia. Platforms can strategically recruit these differentiated Chinese brands to enrich category offerings and capture the segment’s growth dividend.

2. Operation Optimization Directions: The core demand of incoming cross-border brands is support for localized operation resources. Platforms can connect brands with local operation groups like Vietnam’s SMD and local MCN institutions to provide supporting localized resources, lower entry barriers for brands, and attract more market entrants.

3. Risk Mitigation Insights: Local consumers hold existing concerns that cleansing oil is greasy and difficult to rinse off. Platforms can guide recruited brands to develop content marketing targeted at this pain point to align with consumer demand. Platforms can also get ahead of the curve by布局 early in niche growth segments to avoid future homogeneous competition risks.

This article provides a new case study and presents new industry trends for research on Chinese brands’ cross-border expansion, with key insights as follows:

1. New Industry Trends: The globalization of Chinese skincare brands is accelerating. Many brands that have deepened their presence in domestic niche segments are now leveraging their core advantages to enter emerging Southeast Asian markets. Differentiated cultural positioning combined with niche category advantages has become the new core competitiveness for Chinese brands going global, with Zhuben’s Oriental plant-based aromatherapy positioning serving as a representative example.

2. Characteristics of Emerging Southeast Asian Markets: Niche beauty segments in emerging Southeast Asian markets like Vietnam feature fast overall growth, low category penetration, fragmented competition and a lack of leading brands. At the same time, clear consumer upgrading trends and distinct unmet consumer pain points leave substantial room for growth for Chinese brands.

3. Innovative Cross-Border Expansion Models: A replicable new business model has emerged for Chinese brands expanding into Southeast Asia: "deep partnership with a local group + short-video e-commerce launch + phased omni-channel expansion + hit product first to build awareness + full-category rollout to scale market share". This model leverages local resources to solve operation pain points and capitalizes on short-video traffic to build scale quickly, offering high reference value for future research on cross-border expansion.