Achieving a Million-Dollar GMV in Just One Month: How a New Consumer Brand Went Viral on TikTok Indonesia

Cool-Vita, a new Chinese consumer brand, managed to achieve viral marketing success on TikTok Indonesia in just one month, reaching a GMV of over one million USD. How did they secure the top spot in Indonesia’s online health supplement market so quickly?

01 Overview of Indonesia’s Health Supplement Market

According to Euromonitor, the global health and nutrition food market is projected to exceed one trillion USD by 2026, with the Asia-Pacific region showing the most significant growth. Southeast Asia is expected to account for one-fifth of the global health market.

Statista Market Insights indicates that the Southeast Asian health supplement market is set to reach 2.27 billion USD in revenue by 2024, with a compound annual growth rate (CAGR) of 6.13%.

Indonesia, as Southeast Asia’s largest economy with a population of 277 million (the third largest in Asia and fourth in the world), plays a crucial role in this market. The country has seen steady economic growth of 4–6% in recent years, with a GDP of 1.3 trillion USD in 2023, making it ASEAN’s largest economy and accounting for 36.37% of the region’s total economic output.

Indonesia’s youthful population, with a median age of just 30, and a growing middle class with disposable income, is increasingly spending on beauty and health products. The cosmetics and health products market in Indonesia had a CAGR of 11.9% from 2020 to 2023, the fastest growth rate in Southeast Asia.

Despite this growth, only three health supplement brands in Southeast Asia have a market share exceeding 1%, indicating a highly fragmented market with vast potential. International brands often face challenges with high prices and outdated product designs, such as pills or tablets that fail to meet diverse consumer needs. There is a pressing demand for younger, more affordable brands that cater to this emerging market, with the pandemic further accelerating health supplement consumption.

02 Leading the Health Supplement Trend in Indonesia: Building a Super Product in Just One Month

Cool-Vita emerged under these favorable conditions, quickly rising to the top of the health supplement category across various platforms in just five years.

Echotik data shows that since its launch on TikTok Indonesia in March 2023, Cool-Vita Indonesia’s store has sold approximately 1.7 million units, generating 200 billion IDR (around 90 million CNY) in revenue.

🔍 Want to see further details and data of the small shop? Copy the link to open in your browser: Coolvita Indonesia

Cool-Vita focuses on the health and beauty needs of Indonesia’s 300 million people, aiming to become the largest one-stop pharmaceutical retail giant in the country. The brand is positioned as healthy, youthful, and fashionable, targeting women’s needs for beauty, detoxification, weight loss, and sports nutrition.

The best-selling product in Cool-Vita’s TikTok Indonesia store over the past 30 days has been a collagen effervescent tablet paired with a fruit and vegetable-flavored drink, with sales exceeding 48,000 units.

In just one year, this effervescent tablet has sold millions of units on TikTok, becoming a favorite among young consumers.

Cool-Vita’s market entry strategy revolves around offering high-value products that are both affordable and meet the health and fashion needs of local youth. For example, while collagen products in the Indonesian market are typically available as powders, Cool-Vita introduced a ready-to-drink format, providing a more convenient and efficient consumption experience, redefining the product category.

Compared to international brands, Cool-Vita is more agile in responding to consumer demands, leveraging its strengths as a new consumer brand to develop a series of functional products for different age groups. For example, in the area of basic adult health, Cool-Vita offers a variety of flavored vitamin C effervescent tablets, multivitamin chewable tablets, and calcium chewable tablets. To meet the beauty, detox, and weight loss needs of young women, the brand developed ready-to-drink collagen and fruit and vegetable enzyme products.

Cool-Vita plans to expand its product line to meet the needs of more demographics, including women’s care, weight management, sports nutrition, and infant health.

03 Influencer Collaboration and Viral Marketing: A Steady Strategy for New Consumer Brands

Cool-Vita successfully launched its products in just one month through celebrity endorsements, viral marketing, influencer promotions, and extensive advertising.

According to Echotik, Cool-Vita’s official TikTok account currently has nearly 700,000 followers and 1.76 million likes. The account primarily focuses on product displays, usage demonstrations, and showcasing results.

Cool-Vita has partnered with 3,900 influencers, resulting in over 25,000 product-promotion videos. The effervescent tablet, their best-selling product, has been promoted by more than 1,300 influencers, generating over 3,500 videos and 2,500 live streams.

The influencer with the highest GMV for Cool-Vita’s products is @owner_erlbeautyofficial, a mid-tier influencer from Indonesia with 111,000 followers.

The most successful video, lasting 29 seconds, received 12 million views and is estimated to have generated 3,000 sales.

In 2022, Cool-Vita’s multivitamin chewable tablets quickly went viral on TikTok through influencer collaborations, with daily sales skyrocketing to tens of thousands. Additionally, Cool-Vita has invested in building its own brand-hosted live streaming channels and content creation teams to provide high-quality content consistently.

Notably, Cool-Vita has also established its own MCN (Multi-Channel Network) agency, managing over 100 influencers, including some with millions of followers.

These strategies have made Cool-Vita more flexible in its marketing, extending product sales cycles and reducing uncertainty from external traffic fluctuations. By accumulating extensive practice and experience, Cool-Vita has developed an effective method for creating viral products on TikTok, achieving over 20,000 daily sales in just one month:

Leveraging celebrities and top influencers to promote new products and build brand awareness.

Utilizing mid-tier influencers for sales rankings, combined with live streams and short video promotions to further increase popularity.

Continuously creating content and investing in advertising to provide ongoing traffic and drive sales and brand exposure.

Through these diversified marketing strategies, Cool-Vita has firmly established itself in the Indonesian market, attracting a large and loyal consumer base, and becoming a standout in the local new consumer brand landscape.

In Southeast Asia, the key to success lies in localization. Cool-Vita’s secret to success is its commitment to building a localized team. 98% of the team members are local Indonesians, with the Chinese founding team primarily responsible for overall brand and product strategy, while the local team handles market operations and execution, understanding the preferences and needs of local consumers.

In its early stages, the Cool-Vita team experimented with multiple categories, gaining experience before establishing a strong foothold in Indonesia’s health supplement market. Cool-Vita’s story highlights the importance of a localization strategy.

The Southeast Asian health supplement market presents both opportunities and challenges. Given the cultural and economic diversity across countries, consumer preferences vary. Brands need to understand the specific needs of each market, adjust products and strategies accordingly, and conduct ongoing market monitoring and in-depth research to succeed.

Over the past three years, global demand for health supplements has continued to rise, driving rapid growth in the health industry. Southeast Asia’s GDP growth offers significant opportunities for the health supplement market. Brands must thoroughly research local needs and build localized teams to stand out in the market.