AS a youth, Ahmad Suhail Ahmad Fauzi, better known as Suhail, would never have expected that his interest and passion for scents will eventually lead him to building his own fragrance business today.
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Suhail started his business with one goal, which is to make luxury perfume affordable for the masses.
Growing up, Suhail had a nose for perfumes but was unable to purchase the ones that piqued his interest as the bottles were usually priced too high for his budget. Thus, he set out to devise a way to make perfumes more accessible to others who were facing the same situation as him.
In the early days, he started out by joining various discussion groups online to share his honest thoughts and reviews on various products which eventually led to his foray into TikTok.
Suhail frequently took to the platform to share his life experiences and passions, including perfumes.
As his audience grew, he received numerous inquiries about perfume recommendations, purchases, and pricing – all of which led him to realise that he could do more than be just a perfume aficionado.
He could also provide scents for the community, and that was how Emajie International Sdn Bhd was born.
While TikTok was initially used as a marketing tool to get the word out about Emajie, the introduction of TikTok Shop in 2022 proved to be a catalyst for this business idea of his.
From conducting LIVE videos to creating educational ones about perfumes available on the market, the company’s popularity skyrocketed.
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Emajie’s account received about 200,000 monthly visitors, with a 10% conversion rate of 20,000 new and repeat customers.
“One key takeaway from my TikTok Shop journey is the importance of video content for engaging with the audience effectively.
“Educational and journey-sharing videos have been highly successful in capturing viewers’ attention and trust.
“When it comes to closing sales and assisting customers in finding the right products, going LIVE has been the most effective strategy for me as I can communicate with them directly.
“By concentrating on delivering the best value to our audience, we’ve managed to build strong connections and drive sales,” Suhail elaborates.
Emajie now generates a seven-figure monthly income exclusively from TikTok Shop, which accounts for 70% to 75% of his overall online sales. This goes into employee remuneration and the upkeep of three offices and two retail shops in Klang Valley.
The company has a 30-strong team, with 20 employees dedicated to TikTok Shop comprising marketing, operations, and customer service. Suhail even has plans to expand his stores to other states in the future.
Suhail shares that TikTok Shop became his platform of choice due to its effectiveness in bridging the gap between the business and its customers.
“The growth rate and sales potential of TikTok Shop has become exceptionally competitive, allowing us to achieve a seven-figure monthly income within a year.
“The more content we create, the more sales we can generate – and this effectiveness was not something we could replicate as effectively in terms of sales on other platforms.”
As a business owner who has experienced first-hand the payoffs of a passion-turned-entrepreneurial idea that took root and bore fruit, Suhail is thankful for the opportunities afforded to him through TikTok Shop, and the lives and communities that it has transformed.
He is extremely grateful to be able to create more job opportunities for the employees that he hires as his business continues to grow, and that they, in return, can provide for their families.
“TikTok Shop’s essence lies in the idea that individuals can succeed regardless of their circumstances. For instance, in the past, people in rural areas faced challenges in advancing in life or business when their families needed financial support.
“Today, the platform allows us to perform various tasks from home, offering the flexibility to balance family responsibilities, which brick-and-mortar stores may not be able to provide on the same level.
“TikTok Shop represents a new way of life and technology – it’s adaptable and hybrid. Whether we like it or not, we must embrace it because the future is inevitably moving in this direction in Malaysia.
“I believe there is room for both online and offline businesses to coexist. They serve different markets and have unique advantages. It’s essential for businesses to remain competitive on both channels to thrive,” he adds.
Suhail also points out that TikTok Shop stands out in the e-commerce landscape because it offers a unique platform where creators, sellers, and users can seamlessly engage with each other, on one platform.
“It fosters a sense of community that sets it apart from the other channels. The Shoppertainment-style video content and user-friendly interface make it a perfect ecosystem for businesses and creators to flourish, creating a distinct experience.”
-TheStar