The Objective
Little Umbrella, a mum and baby nutrition brand from New Zealand, set its sights on the Chinese market with a clear ambition: to become a trusted name for health-conscious families based on scientific R&D and global quality standards.
Upon entering China, the brand aimed to establish its credibility and reach millions of new consumers with a clear value proposition centered around purity, safety, and traceability.
The brand’s major challenge was to break into a crowded maternity and baby care segment and win over discerning parents. To achieve this, Little Umbrella needed to not only introduce its product line but also tell a compelling story that would resonate with Chinese families.
The Solution
To unlock growth in China, Little Umbrella turned to Douyin E-commerce Global as a key channel for building a loyal, long-term audience.
Influencer marketing and endorsements were central to Little Umbrella’s growth strategy. By working with parenting influencers such as “Mommy Xiao Lu” and science-based reviewers like “Daddy Lab,” they were able to directly engage new parents and health-conscious families with creditable and relatable content.
In 2024, the brand invested heavily in product innovation—upgrading taste, content, formula, and dosage forms—giving it a competitive technological edge. These updates were complemented by an always-on content strategy that included KOLs, KOCs, and everyday parents creating high-quality, relatable short videos and testimonials. Through a dual-engine model of store livestreams and creator-led livestreams, the brand ensured that product education and real-time interaction were constantly driving conversions.
In early 2025, Little Umbrella took its storytelling to new heights. In February, Mommy Xiao Lu took users on a virtual journey through Little Umbrella’s global supply chain, showcasing the brand’s R&D expertise, sourcing sites, and manufacturing processes in New Zealand.
Inviting Chinese creators to tour overseas factories and local stores has become a powerful content strategy on Douyin. This strategy helps to build consumer trust through transparency while also driving sales by pairing live content with exclusive discount offers.
The following month, a flagship campaign featuring top-tier host “Xiaoqian Wang” and multiple creators pushed sales even higher, reinforcing Little Umbrella’s visibility and trust in the China market.
Ad Products
The Results
Little Umbrella’s strategic use of influencer marketing, endorsements, and transparent branding yielded breakout growth, including 70,000 new followers and 220,000 new Douyin E-commerce customers. In 2025, the brand broke 10 million RMB in monthly sales, with its single livestream in New Zealand alone generating over 10 million RMB in revenue.
Within just two years of entering the Chinese market, the brand is now a powerhouse in the maternal and child nutrition category on Douyin E-commerce Global. This success illustrates how trust, storytelling, and strategic partnerships can combine to unlock fast brand growth in China’s competitive e-commerce market.
