Exactly one year ago, on December 24, 2024, I was a different kind of business owner. I was a slave to the "Volume Game."
Every single morning, I would wake up and work hard to prepare for TikTok and Shopee Live streams. I pushed myself to be high-energy, trying to adapt to the platform’s demands. But the only way to get sales was through "huge" discounts. I remember one order where a customer took six free gifts with a single purchase. By the time that order shipped, I was losing money.
I was selling items like the mini exercise bike, working so hard to pack and ship, only to realize that the profit couldn't even buy me a $5 lunch.
I had to ask myself: What kind of business am I doing? It hurt to realize that by chasing these "cheap" orders, I wasn't respecting my products, and I wasn't respecting myself.
The $120 Scale Lesson: Integrity Over "Tags"
I was obsessed with the "Preferred Seller" badge, but it was a trap. The clearest lesson came from our 8-Electrode Scale. During a massive campaign, a customer bought it for only $120. Between the slashes and vouchers, I lost money on a medical-grade device.
Months later, she left a review saying the handle wouldn't retract. Most "volume" sellers would have ignored her. But I didn't. I replied, checked the video, and saw it was user error. Even though it was her fault, I didn't walk away. I waited for stock and personally invited her to my store for a 1-to-1 free replacement.
I realized then: I want to be the businessman who can afford to look a customer in the eye and provide that level of service. But I can only do that if I stop selling at a loss.
The 180-Degree Shift: "Less is More"
Today, my vision for JC Health has completely shifted. I have stopped chasing the algorithm and started choosing Focus.
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From "Busy-Busy" to Meaningful Profit: My scale is now priced at $258. I still join campaigns, but only with a small 4% discount or a thoughtful gift. The orders come in slower, and that is okay.
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Respecting the Niche: Functional aging and ergonomic products are not "volume" businesses. They are Expertise businesses.
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Quality Over Everything: I no longer want a shop full of random gadgets. I want a curated selection of products that I am proud to stand behind.
2026: The Year of Pride
I am done working for a platform that leaves me without enough to buy lunch. I am done "hurting" my brand by treating my products like cheap commodities.
If you are looking for the cheapest deal on TikTok, I am not your seller. But if you want a specialist who respects his craft, who stands by his factory-backed products, and who will welcome you into his shop to make things right—welcome to JC Health.
We are choosing Less, but Better. We are choosing Respect over Volume.