From retail to TikTok, Mydin’s strategy paid off


HOMEGROWN hypermarket holding company Mydin Mohamed Holdings Bhd chose to venture into the entertainment-focused social media TikTok as a way to tap into a new market as well as to maintain the brand presence during the Movement Control Order (MCO).

Mydin MD Datuk Wira Ameer Ali Mydin (picture) said usually, the company would send out fliers for newspapers to advertise, but with the implementation of MCO, people are turning to the digital world and the Internet.

“The current Covid-19 pandemic is the opportune time to go into this strategy because more people are based at home and everyone tends to spend more time with their gadgets as there’s nothing much to entertain themselves,” he told The Malaysian Reserve.

To date, Mydin Malaysia has almost 27,000 followers on TikTok with more than 127,000 likes. Interestingly, Ameer Ali was featured almost heavily in the video posts, making him more relatable to the public than ever.

Commenting on this, Ameer Ali said the idea came when the team planned the strategy to reach future audiences via the medium itself.

“Mydin is targeting new market segments of untapped customers of all ages.

“As TikTok is an entertainment video channel, all walks of ages are enjoying this platform and we do not want to be left behind in engaging with all our potential customers. We’re glad our TikTok has gone viral and has even reached Australia,” he explained.

He added that the usage of the company’s image and face would make people feel like they can relate or feel entertained and in a way, closer to the brand itself.

“Being on TikTok can enhance the brand presence in the market, thus this is essential in creating the direction for our marketing strategy.

“The company needs to stay relevant and to survive, businesses will have to always innovate the marketing strategy in line with the current trends,” he said.

Currently, TikTok is considered the current trend as people all over the globe are using it for information sharing due to its cost-free feature.

“By utilising this platform, Mydin anticipates customers’ reach to broaden and its brand publicity to increase with company’s message in an entertaining way,” he said.

TikTok, which allows users to create short music and lip-sync videos, is owned by ByteDance Ltd, a Beijing-based technology company founded in 2012 by Zhang Yiming, initially released as Douyin for the Chinese market in September 2016.