What began as a labor of love in a home kitchen has blossomed into a thriving success story for Cley’s Food Products, a brand known for its innovative crab paste. Founded by Mia Velasco-Reyes, Cley’s Food Products started as a small home-based business, focusing on a single product—Mia’s unique crab paste recipe. Little did she know, this humble venture would evolve into a powerful testament to resilience and digital innovation, all thanks to the transformative impact of TikTok Shop.
The TikTok Shop Revelation
In October 2022, Mia discovered TikTok Shop—a moment she describes as a revelation. Before this discovery, Cley’s Food Products struggled with low sales, fulfilling only a handful of orders daily. However, once the brand embraced TikTok Shop, everything changed. “We’ve gone from fulfilling one or two orders a day to handling thousands,” Mia proudly shared. The platform enabled Cley’s to increase sales by an astonishing 60-70%, making it possible to ship products nationwide.
Growth Through TikTok Shop’s ACE Indicator System
Cley’s success is not just about increased orders; it’s about strategic growth. A significant part of this growth is due to TikTok Shop’s ACE Indicator System. The ACE system—standing for Assortment, Content, and Empowerment—has allowed Cley’s to optimize its product offerings, enhance content creation, and participate in empowering campaigns and advertisements.
For instance, during the recent 6.6 sale, Cley’s offered a 30% discount on its popular crab paste, resulting in a 16% increase in gross merchandise value (GMV). Additionally, by aligning product assortments with market trends, such as introducing a chicken pastil variation, Cley’s has managed to stay ahead in a competitive market.
Content and Campaigns: The Backbone of Cley’s Strategy
Content has played a pivotal role in Cley’s TikTok Shop strategy. The brand has partnered with over 18,000 Key Opinion Leaders (KOLs) and engaged in live selling sessions, significantly boosting brand awareness and sales. These efforts have collectively driven 49% of the brand’s GMV. “Through the help of affiliates, live selling, and short videos, we’ve been able to introduce our products to a broader audience,” Mia explained.
Cley’s has also benefited from participating in TikTok Shop’s Buy Local, Shop Local campaign. This initiative, along with strategic investments in shop advertisements, has resulted in a 35% increase in ad revenue and a remarkable return on ad spend (ROAS) of 8.71.
Looking Ahead: Sustaining Growth with TikTok Shop
As Cley’s continues to grow, Mia plans to leverage TikTok Shop’s ACE system to sustain their success. By staying aligned with market trends, optimizing content through live selling and affiliate partnerships, and engaging in impactful campaigns, Cley’s is well-positioned to maintain its upward trajectory.
“I believe in hard work, perseverance, and integrity,” Mia said. “By staying true to these values and leveraging the tools provided by TikTok Shop, we’re confident in our continued success.”
Cley’s journey from a small kitchen operation to a nationwide success story is a testament to the power of digital platforms like TikTok Shop in transforming small businesses. With the right tools and strategies, any business can achieve similar growth and success.
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