PONGO Accelerates Landing in the Indonesian Market for DTC Brands PatPat, Gmeelan, and Others

In recent years, the rapid development of Southeast Asian e-commerce has garnered significant attention, prompting more domestic brands to seize the opportunity of traffic dividends and explore the path of expanding into Southeast Asia. According to official news from TikTok Shop, during this year’s Double Twelve (December 12th) event, the daily GMV (Gross Merchandise Volume) increased by 132%, and the order volume grew by nearly 121%. The cumulative viewing hours also exceeded 2 million hours. As an outstanding TSP (TikTok Shop Partner) recognized by TikTok and a first-level agent for TikTok advertising, PONGO fully utilized its MCN resources and TikTok’s official advertising marketing resources during this promotion. It formulated Double Twelve marketing strategies for children’s clothing brand PatPat, beauty brand Gmeelan, and underwear brand Wimiu, leveraging short video previews, well-planned live streaming schedules, professional local influencer explanations, and advertising placements, to quickly improve traffic conversion efficiency. With lower costs, PONGO helped these brands break historical records for important metrics such as “store entry rate,” “conversion rate,” and “repeat purchase rate,” achieving a harmonious combination of brand and performance.

Recently, the beauty brand Gmeelan’s Philippine store achieved impressive results in the local market, with “125% GMV growth compared to the previous month” and “60% increase in order volume” becoming benchmarks during TikTok’s official “Super Brand Day” event. During Double Twelve, PONGO provided a comprehensive marketing plan for Gmeelan’s Indonesian store, bringing in a total of 287,800 viewers to the live streaming room with a 151.3% MoM growth, gaining 11,544 new followers with an 8.7% increase compared to the pre-promotion period. As of December 14th, Gmeelan’s Indonesian store’s total GMV exceeded 2,000,000,000 Indonesian rupiahs, achieving a 279.1% MoM growth. During the dedicated live streaming session on December 7th, the number of viewers reached 60.1K, with an average viewing duration of 2m39s, and the sales per thousand views amounted to 7.2M, achieving a “view-to-product click-through rate” of 55.89%.

Since the second half of the year, PONGO has been providing operational services for children’s DTC brand PatPat’s Indonesian account (PatPat.ID), helping them establish an Indonesian TikTok account from scratch and earning high recognition from partners. During Double Twelve, with the support of influencer marketing, live streaming sales, and advertising placements, PatPat.ID’s total GMV exceeded 1,400,000,000 Indonesian rupiahs, with an 18.3% MoM growth compared to the previous period, and the total live streaming views reached 743,400, with a 97.6% MoM growth. The store’s account gained 9,353 new followers, with a 3.7% increase compared to the pre-promotion period. On December 12th, the number of viewers during the day’s live streaming reached 70.3K, with an average viewing duration of 2m20s, and the sales per thousand views amounted to 3.1M. With the help of content seeding and professional influencer explanations, the live streaming room’s “view-to-product click-through rate” reached an impressive 192.19%, far exceeding usual performance levels.

In addition, the underwear brand Wimiu, children’s clothing brand Kimibear, and Indonesian local clothing brand Jilbrave, all of which partnered with PONGO, also performed well during the Double Twelve promotion. For Wimiu, which formally established its Indonesian marketing collaboration in August, PONGO helped address pain points such as “poor content quality,” “low live streaming traffic,” and “ineffective TikTok advertising placements.” During Double Twelve, Wimiu’s total GMV in the Indonesian store achieved a 60.5% MoM growth compared to the previous period, attracting a total of 195,300 viewers to the live streaming room with a 47.8% MoM increase in popularity, gaining 7,775 new followers with a 6.7% increase compared to the pre-promotion period.

During the promotional period, Kimibear’s Indonesian store achieved a 65.6% MoM growth in total GMV compared to the previous period, with a total of 77,200 people covered by live streaming broadcasts, and a 93.4% MoM increase in popularity. The store’s account gained 2,383 new followers, with a 29.9% increase compared to the pre-promotion period. As an example, on December 2nd, during a dedicated live streaming session, the number of viewers reached 12.4K, with a “view-to-product click-through rate” of 86.93%. Jilbrave’s Indonesian store achieved a 297.5% MoM growth in total GMV compared to the previous period, with live streaming broadcasts reaching 90,200 viewers. On December 12th, the total number of viewers during the dedicated live streaming session was 16.4K, with an average viewing duration of 2m43s, and the sales per thousand views amounted to 2.7M, with a “view-to-product click-through rate” of 103.67%.

After more than two years of effort, PONGO has established a professional overseas marketing service system in Southeast Asia. Through the strategy of “influencer short videos + live streaming + social media advertising,” it provides brands with high-quality overseas marketing services, helping them improve brand reputation and achieve long-term sales growth. Recently, PONGO was awarded “Best Live Room TSP” and “TOP Mom&Baby MCN” at the TikTok Shop Summit 2022, being the only organization to receive both “TOP MCN” and “Best TSP” awards at the event, demonstrating TikTok’s high recognition of PONGO as a TSP service provider. Finally, enterprises and businesses planning to expand their brands overseas are welcome to contact PONGO to explore broader opportunities in the Southeast Asian market together.