30,000 Units Sold! Mainland China TV Series Watch Takes Southeast Asia by Storm! From Hit Chinese Dramas to Chinese Goods Going Global

In recent years, Chinese dramas such as The Knockout and Heard You Like Me have become wildly popular in Southeast Asia. Besides the captivating storylines and stellar cast, there’s another detail that’s caught attention: the watches worn by the actors in these dramas, which are from the Chinese brand OLEVS. This phenomenon has sparked widespread attention and a buying frenzy in the Southeast Asian market. From Vietnam and Malaysia to Thailand, OLEVS has swiftly elevated its brand awareness and influence, becoming a darling of the local fashion scene, thanks to the TV series effect.

However, OLEVS’s success is not merely a result of celebrity endorsement but also a testament to the brand’s long-term efforts and strategic cultivation of the Southeast Asian market. Next, we’ll delve into how OLEVS has achieved success in Southeast Asia through precise market strategies and innovative marketing techniques.

01 Seizing Opportunities to Fill Market Gaps in Southeast Asia

The Southeast Asian market has shown rapid growth in recent years, especially in the fashion watch sector. Economic growth, consumer upgrades, and young people’s pursuit of fashion and personalized products in this region have created unprecedented opportunities for the watch market. While Chinese brands hold a significant position in the domestic market, the Southeast Asian market, particularly in the watch sector, has long been dominated by international brands, lacking strong local players.

Spotting this market gap, OLEVS began its foray into the Southeast Asian market in 2018, aiming to capture this rapidly growing blue ocean.

In Southeast Asian markets like the Philippines, Thailand, and Malaysia, OLEVS successfully launched several best-selling watches. These watches not only met the dual demands of Southeast Asian consumers for fashion and quality but also catered to the diverse needs of different consumers through continuous optimization and adjustment of the product line.

02 How Does OLEVS Consistently Create Best-Selling Products?

According to Echotik data, OLEVS operates several matrix stores on TikTok Southeast Asia. Among them, the highest-selling store is TikTok Philippines.

Since the launch of the TikTok Philippines store in June 2023, the store @olevs.official.ph alone has achieved total sales of approximately 150,000 units and total revenue of $1.33 million. Want to view more details and data of the store? Click “Read original text” or copy the link to the browser to open: https://echotik.live/shops/7495064944850799436

The best-selling item in the past 30 days is a business-casual men’s waterproof quartz watch, with sales reaching 2,400 units. The second best-selling product has a total sales volume of nearly 27,000 units since its launch.

Reportedly, to create best-selling watches in the Southeast Asian market, OLEVS adopted the following strategies:

Precise Market Positioning: OLEVS conducted in-depth analysis of Southeast Asian consumer preferences and identified that young consumers in this region have a strong demand for fashionable and personalized watches. In response, OLEVS launched a series of watches that combine fashion with functionality, catering to the diverse needs of the market.

Rapid Product Iteration: Southeast Asian consumers have a high enthusiasm for new products. To maintain market competitiveness, OLEVS accelerated its product iteration speed. Initially launching one new product per month, OLEVS now introduces at least five new models each month, responding quickly to market demands and fulfilling consumers’ desire for novelty and fashion.

Localized Design: OLEVS places great emphasis on localized product design. For example, considering the humid climate of Southeast Asia, OLEVS introduced watches with strong waterproof features. In terms of design style, OLEVS also incorporated local cultural elements, making the products more aligned with the aesthetic preferences of Southeast Asian consumers.

Celebrity Endorsement and Partnership: OLEVS also collaborated with Southeast Asian celebrity Iko Uwais, leveraging his star power to boost brand visibility. Iko Uwais, with a substantial fan base in Southeast Asia and recognition in Hollywood, played a key role in promoting the OLEVS brand.

03 How to Leverage TikTok Marketing to Ignite Trends?

TikTok, a globally popular short video platform, has become an essential tool for brand promotion and market expansion. According to Echotik data, OLEVS’s TikTok matrix accounts have a combined follower count of approximately 350,000, with over 6,000 influencer connections. OLEVS collaborates with TikTok influencers in Southeast Asia for product promotion. These influencers, with their substantial fan bases, help OLEVS reach a broader audience through their personal influence.

OLEVS utilizes TikTok’s short video format to create a wealth of creative content related to watches, including product showcases, tutorials, and celebrity endorsement videos. These videos not only attract a large number of views and interactions but also enhance brand exposure.

The brand maintains a high frequency of live broadcasts, often running three accounts simultaneously. The Philippines TikTok store OLEVS-OPK.PH, within less than a year, has conducted over 1,000 live broadcasts.

During these live sessions, the store showcases the design details and features of the watches, interacting with the audience in real-time. This approach not only boosts product sales but also strengthens the emotional connection with consumers. OLEVS’s success in the Southeast Asian market is largely attributed to its precise marketing strategies on TikTok, its keen market insights, and its quick response capabilities. Additionally, OLEVS integrates localized elements into its promotional strategies, ensuring the brand resonates with local consumers. This comprehensive market strategy has enabled OLEVS to rapidly rise in the Southeast Asian market and stand out in the highly competitive watch sector. As an emerging and dynamic market, Southeast Asia undoubtedly holds enormous potential. With economic development and rising consumer standards, more and more Chinese brands are turning their attention to this market. OLEVS’s success offers valuable lessons for other Chinese brands, particularly in understanding how to navigate and succeed in this region.