When talking about the fastest-growing Thai supplement brands on TikTok Shop in the past two years, one name consistently stands out — CEO Factory Thailand. A brand that began as a small factory in Hat Yai has now achieved more than 16 million THB in sales during the recent 11.11 campaign, successfully fulfilling over 30,000 boxes without ever receiving a single penalty for shipping delays.
This success is not luck — it comes from systems, principles, and disciplined operations that sellers of all sizes can learn from and adopt.

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The Beginning: When quality isn’t valued, you must change your audience

Fai Sadanun Thongnunuay, co-founder of CEO Factory Thailand, began her career in the supplement industry working in R&D, developing formulas for multiple brands. However, she repeatedly encountered a recurring issue — factories were often unable to manufacture products at the standard they promised. And when presenting high-quality formulations to B2B clients, most of them focused not on research, quality, or science, but solely on price.
This experience made her realize that no matter how good the formula was, if she communicated with people who didn’t appreciate quality, it would be nearly impossible to build what she truly believed in.
Everything changed when she decided to change her audience — shifting from factory clients (B2B) to direct consumers (B2C) through TikTok.
She began sharing research insights and ingredient knowledge sincerely, without the intention to sell — only to educate. Eventually, a community of followers who valued her knowledge began forming and asking for her own products.
When her followers encouraged her to “open the cart,” she launched on TikTok Shop — and sales came instantly. From that moment on, CEO Factory expanded from an OEM manufacturer into a full consumer-facing brand with its own loyal customer base.

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Flawless Inventory & Fulfilment: When systems are solid, every order arrives perfectly

If there is one thing that sets CEO Factory apart, it is their backend operational excellence, especially in packing and shipping. They are able to process tens of thousands of orders per day during major campaigns — without ever losing shipping points.
Their key operational strategy is specialization. Each employee is responsible for only 1–3 SKUs, allowing deep familiarity with the products and significantly reducing errors. Speed naturally increases because every team member knows their exact role. Best-selling campaign products are pre-packed in advance, enabling instant dispatch when order spikes hit.
CEO Factory also separates complex orders — such as multi-item bundles — for a specialized team to handle, minimizing mistakes. Parcels are sorted by logistics zones to speed up carrier pickup times.
Their operations are so structured that they can calculate manpower needs precisely.
For example:

• One staff member can pack 500–600 parcels/day
• If 30,000 orders are expected on 11.11 → they pre-hire additional staff accordingly

As a result, they have never missed an SLA, not even once.

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Livestreaming: A space for accurate knowledge, built on quality and trust

For CEO Factory, livestreaming is not just a sales channel — it is an educational classroom, delivering accurate, research-based health and supplement knowledge that complies with TikTok Shop policies and Thailand’s FDA standards.
This is why they invest heavily in their livestream studio:
Good lighting, high-resolution cameras, clear audio, and a viewer-friendly background — all designed to make learning easy and trustworthy.
Their livestream hosts have backgrounds in nutrition, science, or health, and undergo ongoing training to ensure they explain information correctly and responsibly, while adhering to platform rules — crucial in the supplement category, where wording must be extremely careful.
Fai from CEO Factory summarizes the philosophy clearly:
“If a viewer stops to watch our live, it is our responsibility to make their time worthwhile.”This mindset has made CEO Factory’s livestreams a powerful engine for education, trust-building, and sales — all at once.

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Video Content: Education before selling — the foundation of credibility

Another pillar of CEO Factory’s success lies in their content strategy, which prioritizes education over selling. They produce around 15 videos per day, not to push promotions but to build brand authority through research insights, scientific explanations, and simplified health guidance.
This knowledge-first approach makes followers feel that the brand “truly knows what it’s talking about.” So when customers eventually decide to buy, they choose CEO Factory based on logic, not impulse, strengthening long-term brand equity.

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Affiliate: Exponential growth through a community that earns together

Affiliate marketing is one of the strongest engines behind CEO Factory’s scaling. Fai sees the affiliate ecosystem not just as a sales channel, but as a force multiplier that expands brand awareness organically. When creators’ videos perform well, the brand’s reputation grows naturally.
What sets them apart is how they extend this opportunity internally:
CEO Factory allows their own staff to become affiliates — and many now earn six-figure monthly side incomes.
They also run additional internal campaigns beyond standard commissions, such as:

• Bonus incentives for accumulated sales
• Monthly creator ranking competitions

Fai offers one powerful piece of advice:
Success in affiliate marketing depends on consistency, not equipment or skill.
Those who show up consistently always see results.

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Advertising: GMV Max as the best amplifier for strong content

Even though CEO Factory excels in content and livestreaming, they use GMV Max ads to amplify reach and reinforce their message.
Fai prefers GMV Max because it’s simple — the algorithm selects the best-performing content, whether from:

• the brand
• affiliates
• or even a snippet from a livestream

And the analytics from Seller Center make performance evaluation straightforward.
With strong content and livestream foundations, ads act as a “speaker system” that broadcasts their message further, generating sustained sales growth.

Sustainability: Creating meaningful jobs for the hometown community

Despite their rapid growth, Fai chose to keep their headquarters and factory in Hat Yai with a clear mission:
To create meaningful local jobs and help young people in the South return home rather than move to the city for work.
This philosophy has shaped a strong, pride-driven internal culture.
When employees are happy, that energy is naturally reflected in the customer experience.

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Strong systems are the heart of growth: What CEO Factory wants every brand to know

CEO Factory teaches us that sustainable growth on TikTok Shop does not come from one viral clip or one successful campaign. It is built piece by piece through strong systems — from content and livestreams to order fulfilment and the people behind the brand.
And above all:
“If you ask when TikTok is the easiest to start — the answer is right now. Don’t wait to be ready. Start first, fix along the way.” — Fai, CEO Factory Thailand
For sellers or brands searching for direction, there has never been a better time to start. The market is growing, TikTok Shop’s infrastructure improves daily, and success stories like CEO Factory offer clear playbooks to learn from.
If you begin today, you’re already one step ahead of many others.