If you want to learn how to take a new toothpaste to the Chinese market successfully, one of the best case studies is new German brand Teez, which connects to all the most-important trends.
The toothpaste brand was created by German Robert Lommerzheim in 2018. Being married to a Chinese-speaking wife, he quickly saw the need for German-made, good quality oral care products for children in China. Teez’s biggest selling point is probably its origin, which is has a wide appeal on the Chinese market. Besides the "Made in Germany" statements, each product carries a prominent "Toothfriendly recommended" label. Marketing is low-cost: Teez relies heavily on social media and the power of Chinese online sales platforms.
Teez connects to the big trends of quality and provenance. In a crowded toothpaste market it’s unlikely ever to be a really big brand, but it shows what can be done with a simple visual queues, third-party endorsement and the willingness to succeed on the digital sales platforms.
