Case Study: "Ngoc Sau Rieng" - The Secret to Building a Brand on TikTok
In the world of online business, brand building is a key factor. The story of "Ngoc Sau Rieng" - a brand that is "making waves" on TikTok with over 175,000 followers - is a living example. This article will analyze Mr. Ngoc's strategy, from which we can draw valuable marketing lessons that anyone can apply.
Analysis of "Ngoc Sau Rieng's" Brand Building Strategy
1. Building a Relatable and Authentic Personal Image
Instead of a glamorous image, Mr. Ngoc chose the image of a simple, genuine seller next to his pickup truck. His rustic way of speaking creates a friendly and trustworthy feeling, helping to break down the barrier between seller and buyer.
2. Focusing on Customer Experience and Satisfaction
This is the core element. Mr. Ngoc doesn't just sell durian; he sells satisfaction. The "unlimited tasting" strategy and the motto "If it's not delicious, I won't sell it" show absolute confidence in product quality, creating an extremely powerful USP (Unique Selling Point).
3. Using TikTok to Spread the Brand Story
TikTok is the ideal platform for Mr. Ngoc to tell his story. The videos do not focus on advertising, but rather on moments of consultation, cheerful conversations with customers, or sharing knowledge on how to choose durian. This approach both provides value and creates authentic, highly shareable content.
.png "Product quality of the Ngoc Sau Rieng durian brand")
4. Positioning the Brand in the Premium Segment
With a price of 600,000 VND/kg, "Ngoc Sau Rieng" does not compete on price. Instead, he positions himself in the premium segment, focusing on superior product quality and differentiated service (at-home warranty, complimentary gifts...). Customers are willing to pay a higher price because they receive corresponding value.
Lessons Learned from the "Ngoc Sau Rieng" Case Study
- Authenticity is King: In the social media age, a genuine, relatable image builds stronger trust than any glossy advertisement.
- Put the Customer at the Center: Always listen, understand, and deliver outstanding value to your customers.
- Leverage the Power of Video Marketing: Video is the most engaging format for telling your brand story and attracting customers.
- Create Differentiation: Find your unique point, whether it's your product, service, or selling style.