ใครเป็นแฟนซีรีส์อิงประวัติศาสตร์เกาหลีคงคุ้นชื่อ เซจง เนื่องจากเป็นพระนามกษัตริย์แห่งราชวงศ์โชซอนของเกาหลี ปรากฏในซีรีส์เรื่อง Tree with Deep Roots หรือในชื่อไทย ‘จอมกษัตริย์ตำนานอักษร’ โดยมี ซง จุง-กิ รับบทเป็นกษัตริย์เซจง
Talking with Danai Deerojanawong, who caught the Thai Soft Power trend, taking MISTINE to plant its flag in China with a line of international products that are very chic in appearance-concept-quality. Ready to decipher the success of China, taking Thai brands far to the world level.
In the past, girls were familiar with the brand. MISTINE As a direct selling brand, the quality exceeds the price and is popular throughout Thailand and neighboring countries. before becoming a Thai brand that successfully penetrated the Chinese market within 6 years
When we talked with Danai Deerojanawong, Chairman of the Executive Board, Better Way (Thailand) Company Limited, distributor of MISTINE cosmetics (Mistine). at the event Cosmoprof CBE ASEAN 2023 In the past, I learned that today he has taken the MISTINE brand further than that. with a plan to expand the market at the global level, both with Marketing Strategy that has been successful in China and various product lines tailored to consumers in each region …Let me tell you that MISTINE products abroad are both chic and good-looking, from the ingredients to the concept to the packaging, so much so that I wish they were available for sale in Thailand.
(Click here to watch a Short VDO of MISTINE products at Cosmoprof CBE ASEAN 2023)
Come follow MISTINE’s success path and new items. Interesting along withweekendLet’s go together.
Disruption pushes into new, larger markets
When a giant Thai direct selling brand that has been around for more than 30 years used to have a maximum product order of nearly 50,000 pieces per day, it was seen that “Direct sales are no longer the future of brands.” from being disrupted by the online world What MISTINE has changed is to look for a new market that is bigger than before, which is “China” by adjusting its sales strategy in new waters to e-commerce. It’s called changing your perspective on doing business!
6 years later, MISTINE has proven its success by delivering sunscreen products to number one on every e-commerce platform in China. Ready to be selected as Super Brand Alongside international brands from big platforms It is another step of the brand’s license both in China and internationally.
“Six years ago, we started doing serious business in China, which has a population of over 1.4 billion people. The beginning came from Chinese tourists who came to Thailand following the footsteps of movies. Lost In Thailand, which is very famous in China. When I came, I bought souvenirs to take back, one of which was MISTINE cosmetics. MISTINE began to be well known in the Chinese market. Until we decided to open a joint venture company with local businessmen under the name Better Way Shenzhen With a registered capital of 10 million baht (currently the business value is 15 billion baht), it operates a business distributing MISTINE products produced in Thailand, with 95% sold on an e-commerce platform that continues to grow even during COVID. For example, last year we closed sales at approximately 10 billion baht and expect to close around 1.5-1.6 billion baht in 2023.
“This is a big reason why we decided to bring the brand into being. More globalization. In the first 4 years (from 2022) we will cover the Asian market as the first target group. That’s why we’re starting Rebranding in 2022 that’s more than just changing the logo. But the quality and image of Active-ingredient have been adjusted. Based on the needs of consumers in that country. There are 1.4 billion customers in China and another 2 billion in CLMV markets (Cambodia, Laos, Myanmar, Vietnam) and other ASEAN countries. This year the focus will be on Indonesia, Malaysia, Philippines, and Vietnam, which have large populations and better purchasing power.” CEO MISTINE Discusses first steps in China and looking at new opportunities
When all roads lead to China: Set strategies for outstanding brands
It must be admitted that in the past 10 years, every brand around the world has headed to the Chinese market. both with a large population and purchasing power that increases with the economy This makes the Chinese market classified as a Red Ocean that is fierce enough. So what makes a Thai cosmetics brand like MISTINE firmly and beautifully plant its flag in China? In this story, Danai has revealed an interesting way of doing business in China.
Create a Thai brand identity Raise the slogan Tropical Energy
“We still maintain the uniqueness of the brand that comes from Thailand. We found that most of the leading cosmetic brands in the world are from colder regions. Whether it’s Europe, America, Australia, China, Japan, Korea, it causesOne gap that makes our brand special in itself. That is, we are a brand from a tropical country. This is the principle on which we base our slogan. Tropical Energy is one part that makes our sunscreens, which are intended to be a flagship product, stand out. Because Thailand is a hot country. When tourists come, they will find that the sun is strong. So what works well in the tropics? It should work well all over the world.
“You must learn that Chinese people have Good perception of Thai brands in every industry, including food, appliances, cosmetics. They believe in the quality of Made in Thailand products, giving us good costs. Then it’s about creating a brand that is impressive. Make Chinese consumers accept the product It is one of the reasons we decided to open a lab in Shanghai three years ago.”
Set up a research center to create own Intellectual Property
“The first research center outside Thailand is set up in Shanghai to create patents. (IP – Intellectual Property) I think that in order to enter the world market, we must have a standpoint. Having research centers in China, Thailand, and then working with a research center in Germany, a total of 3 labs, will help us launch into the global market with dignity. For example, all of our sunscreen products contain a patented extract that we are very proud of, called Taremi™, which comes from red jasmine rice grown in Isaan Thailand. Patents or ingredients that come from local Thai areas It makes the brand different, unique and unique.”
Build a brand through trends Thai Soft Power
“As for the Marketing: We created the brand through Thai soft power, which made Chinese people want to know the MISTINE brand, want to try it, and when they use it they are impressed by the quality. There will be more and more acceptance.
“such as The concept is based on Thainess. Some collections are distributed in China. Thinking of concepts, product names, or marketing methods It will be based purely on Thailand. Most recently, we just launched lip dip inspired by Thai tea and Thai milk coffee. (Oliang mixed with milk) which is just the right color trend. Because it’s a creamy brown shade. From the inspiration to the name of the collection Thai Latte When there’s the word Thai, there’s a little soft power attached to the product. And with the trend of Thai tea going to market in China, Cha Tra Mu Let’s help each other push and do Collaborate. In the future, we will also set up a mock-up at the Cha Tra Mue shop. Or another new product is a cushion collection. Colorful Siam (MISTINE Colorful Thailand Air Cushion)
“In addition, Based on the Y-culture trend In doing the cosmetics business, I would like to divide it into 2 functions: the function of use where good quality products win more than half the battle and Emotional Function or feelings I think that Y-culture is this part. It’s like we like Korean series and we buy their products. Including cosmetics, noodles, kimchi, or fashionable clothes. It comes from absorbing culture.” (MISTINE has used the pair to launch products in China, such as the Thai Latte lip collection, inviting PP-Biwkin to fly to launch in China. including inviting other romantic partners Come live and recommend products continuously every month – weekends)
Adjust the plan Marketing to suit the market
“I think to enter the Chinese market we have to understand and honor their culture and values. Then we’ll know what to say. What shouldn’t be said? And what should you be careful about? It is important to study consumer behavior thoroughly. Deep down, Chinese customers are quite different from Thai customers. Chinese people are worried about using substandard products. That means when we say the product is good How much do you put in? If he takes it for inspection, it must be exactly as it is. If you don’t do that, your brand will be ruined.
“soMaking waves in China requires the use of the word quality. On the other hand, this reason makes the top lifestyle players In China, there is great emphasis on selecting and receiving product reviews. We have a famous live streamer, Mr. Austin Li, to be a live streamer and have a joint campaign. And then there is the live king who has created a phenomenon selling Thai durians (6.2 million durians in one day). Khun Sinpa came live to sell MISTINE for us. That day, over 3 million pieces were sold in 2 minutes. We had toSpend marketing budget on social media and live streamers. Because the Chinese way of life is like that. They consume more products online.”
From China to Global: Marketing Strategy & New Product Lines
Before the interview weekendWent to see MISTINE’s booth at Cosmoprof CBE ASEAN 2023 and was impressed with the new image that looked elegant in white tones. The products in the package are beautiful and chic. And there are many different lines. When we talked, we learned that the brand plans to develop product lines to meet the needs and tastes of consumers in various regions of the world, which is one of the strategies to bring the brand to the global level.
“At today’s event we have a product launch. AMORN APOTHECARY Fragrance line under HOUSE OF MISTINE that intends to penetrate the Middle Eastern market. Coming to launch in Cosmoprof this time is one stage to say that we are a quality brand from Thailand. Not just in Thailand Last year we went to every Cosmoprof, including Bologna, Las Vegas, Shanghai, and at the end of this year we will go to Hong Kong. Going out to various events and participating with every communication platform is dressing to enter the global market, but must go along with product development in every aspect. Having our own lab And there are colabs in Germany. Including positioning products to be in trend. by creating color trends with the company BEAUTYSTREAMS of France that helps shape product guidelines, packaging, and colors that will make us accepted at an international level.
“Also, we are studying Green Marketing, Sustainable Marketing, which will allow us to enter the world market. This makes us very careful in partnering with factories that can take us to that point.”
All of this is how the 36-year-old direct selling brand has experienced adapting and rising through the ranks. Digital Disruption shines in new, bigger markets and is preparing for a new, more challenging step in the global market of the Thai brand MISTINE.
…In addition to representing the pride of Made in Thailand products, we believe MISTINE’s experience will be both an inspiration and a valuable guide for other Thai brands. that want to launch into the world market As a consumer, you must admire that the products sold in MISTINE’s international market are very chic and very useful. Don’t forget to import them to sell in Thailand.
Interview and compilation: Nicharee W.
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