The Objective
What does it take for a German children’s nutrition brand to climb to the top of China’s fiercely competitive e-commerce market? For inne, the answer lay not only in contextual marketing and science-backed formulas, but in a bold strategy that took its products all the way to the summit of Mt Everest.
Investing in a variety of marketing initiatives, the German brand aimed to elevate its position in the Chinese market by leveraging an established platform in the form of Douyin E-commerce Global. Recognizing the platform’s potential to reach health-conscious parents, inne sought to enhance brand visibility, drive sales, and establish trust through a series of local marketing campaigns.
The Solution
Since joining Douyin E-commerce Global four years ago, inne has steadily built its brand around long-term vision and scientific authority. With a strong product lineup—ranging from calcium-magnesium-zinc and lutein to joint calcium, and its advanced probiotic series—inne set out to further solidify its image as a trusted expert in children’s health.
First, the brand identified an opportunity to break through with emotional storytelling. In May 2024, inne launched a livestream campaign from Mount Everest, supporting China’s first youth climbing team and offering “peak nutrition” to fuel their journey. The campaign featured 17-year-old climber Li Haorong, whose successful summit of Everest captured national attention and became a powerful metaphor for inner strength and growth. The event also served as a launchpad for inne’s 618 campaign, one of China’s biggest e-commerce shopping festivals—held annually on June 18.
Complementing this was the “Start from the Same Height” charity initiative, created in partnership with Chinese women’s basketball player Yang Shuyu. The campaign highlighted children’s basketball dreams and equality in childhood development, ultimately earning over 13 million video views on the popular Chinese entertainment app, Douyin.
To further reinforce its premium brand story, inne invited creators from major accounts like New Oriental (a leading Chinese education brand) and popular KOL Nuoxiang Mama to visit its headquarters in Germany. These traceability campaigns offered audiences a behind-the-scenes look into the brand’s product manufacturing standards, with the inne’s CMO also introducing strict allergen-isolation protocols and exclusive production lines.
The brand also made significant strides in performance marketing. Leveraging Douyin’s omni-channel tools, inne activated brand advertising, direct keyword-linked product placements, and creator-driven livestreaming to sustain visibility and trigger search traffic. Customized product shelves and long-term creator partnerships helped accelerate conversion across multiple stages of the funnel.
Ad Products
The Results
With strong product readiness, creator endorsement, and origin storytelling, inne positioned itself for commercial success.
Inne’s Everest campaign alone drove over 30 million CNY in GMV within just seven days, setting the tone for a season of rapid growth. Momentum continued with its youth football initiative, which led to a 195% surge in video views during the event (compared to the previous period). Inne also achieved a 102% year-over-year increase in GMV on Douyin E-commerce Global during the 618 Shopping Festival,, reaching a new all-time high.
By the end of the first half of 2025, inne had already come close to matching its total sales for all of 2024—achieving a remarkable 160% year-over-year increase.
This momentum was no accident. By blending storytelling with scientific credibility and precise execution on Douyin, inne has built a sustainable model for long-term growth. Its commitment to clean, effective nutrition and its ability to connect meaningfully with Chinese families continues to position it as a category leader in the competitive children’s health space.
