How did Malaysia achieve the top spot in the home cleaning industry in just one year?

In today’s globalized world, Chinese brands are taking increasingly firm steps to “go global.” The successful overseas expansion of Seaways, especially its breakthrough in the Southeast Asian market, has provided valuable experience for the internationalization of Chinese cleaning and daily chemical brands, and has also unveiled a corner of the blue ocean in the Southeast Asian cleaning and daily chemical track.

Originated from the “Blue Ocean”, Succeeded in the “Blue Ocean”

Seaways was founded in 2018 and is the flagship brand of Guangdong Seaways Biotechnology Co., Ltd. Since its establishment, it has been committed to providing comprehensive household cleaning solutions for a wide range of users.

By deeply cultivating the domestic market, the brand quickly rose to become a rising star in the cleaning and daily chemical field. However, faced with fierce competition and rising traffic costs in the domestic market, Seaways decisively turned its attention to the broader overseas market.

In 2018, Seaways officially launched its internationalization strategy, spotting the gap in the Southeast Asian cleaning products market and decisively choosing Southeast Asia as its first stop for overseas expansion.

Why Choose Southeast Asia?

The Southeast Asian region is unique, blending diverse cultures and different stages of economic development. Many countries in the region are currently undergoing a transformation in household consumption patterns.

With economic progress and improved living standards, the market demand for household cleaning products continues to grow. This growth stems not only from increased awareness of health and hygiene, but also from the emerging middle class’s pursuit of a higher quality of life, further driving demand for high-quality household cleaning products.

However, despite the abundance of traditional cleaning products on the market, their performance and quality often fail to meet consumer expectations, resulting in a supply shortage.

This market gap has brought huge business opportunities for Seaways.

Starting with TikTok, Becoming Industry No.1 in a Year

In just three months, Seaways made a splash in the Southeast Asian market, with sales quickly rising to the top three in its category.

In less than a year, its bathroom cleaner became an indispensable cleaning tool for Malaysian households, making Seaways a household name in the home cleaning industry.

All these changes were thanks to a series of clever moves on TikTok.

So, how did Seaways achieve this?

1. Market Insight, Carefully Selected Products:

At the beginning, the Seaways team conducted in-depth research on the characteristics of the Southeast Asian market and discovered an interesting phenomenon: despite the dazzling array of cleaning products on the market, truly satisfying ones were few and far between.

Sensing this demand, Seaways decided to launch its own bathroom cleaner, which is both easy to use and highly effective, quickly gaining market recognition. From the very first day it launched on TikTok, it began to attract users’ attention, and soon, sales started to climb.

2. Authentic Display, Touching Hearts:

But having a good product alone is not enough. Seaways knew that to stand out in a fiercely competitive market, it was crucial to resonate with users.

So, they began collaborating with local influencers, sharing before-and-after comparison videos of using the bathroom cleaner on TikTok. These authentic and vivid displays not only caught people’s eyes but also struck a chord, stimulating users’ desire to purchase.

3. Precise Promotion, Reaching the Heart:

Seaways also put a lot of effort into advertising. They continuously analyzed user behavior data on TikTok to find the best timing and placement for ads, ensuring that every ad could accurately reach its target audience.

In mature live-streaming markets like Thailand, Seaways even launched live-streaming sessions, interacting with users in a more friendly and natural way, further consolidating its market position.

In this way, through a series of carefully planned and executed actions, Seaways not only successfully created a hit product with its bathroom cleaner, but also quickly became a leader in the Malaysian home cleaning industry.

Image source: Dida Dog

Dual Layout: Independent Website + Alibaba International Station

In addition to operating on TikTok, Seaways’ path to success is also inseparable from its careful planning on its independent website and Alibaba International Station.

Through its official independent website, Seaways communicates directly with consumers, creating a seamless shopping experience. The platform is designed to be simple and clear, with a user-friendly interface and multiple language options, ensuring that users around the world can easily browse and shop. To better attract visitors, Seaways has also invested considerable effort in SEO optimization to improve the website’s search engine ranking and attract more potential customers.

When showcasing products, Seaways pays great attention to detail. Each product comes with detailed descriptions and clear images, allowing customers to fully understand the features and advantages. In addition, the website regularly launches various promotional activities, such as limited-time discounts and holiday promotions, to stimulate users’ desire to purchase.

Seaways’ independent website homepage

Meanwhile, Seaways has not ignored the huge potential of the B2B market. By establishing a presence on Alibaba International Station, Seaways has opened up new channels to connect with global wholesalers and distributors. The addition of this platform has not only broadened Seaways’ sales channels but also given the brand the opportunity to reach a wider overseas market.

Seaways’ Alibaba International Station homepage

In the future, as more Chinese brands accelerate their pace of “going global,” how to achieve global adaptation of products and services while maintaining local advantages will become a challenge that every enterprise must face.

The story of Seaways tells us that although there are many challenges, as long as the strategy is right, Chinese brands are fully capable of standing out in the international market.