How James Afante Made 27 Million In Just 4 Hours Of Live Selling in TikTok | Toni Talks

Summary

James, born in 1999, shares his entrepreneurial journey starting at a young age, influenced by his Chinese stepfather's business acumen. He ventured into selling t-shirts and collecting bottles, eventually entering the world of networking at 14, which led to significant earnings and self-education at FEU. Despite not pursuing college, his business ventures flourished, including a sneaker care service and e-commerce with a focus on electronics. James overcame setbacks like theft by his manager and used TikTok to revolutionize his sales, achieving record-breaking gross sales. His story is a testament to resilience, passion, and the power of digital platforms in modern entrepreneurship.

Takeaways

• 😀 James was born on November 4, 1999, and was influenced by his parents' teachings to earn what he wanted.
• 💼 He started his entrepreneurial journey early by selling t-shirts and collecting bottles to sell to a junk shop.
• 🔗 His Chinese stepfather, a former toy supplier, played a significant role in shaping his business mindset.
• 🎓 James didn't pursue college because he was already earning a substantial income from his businesses.
• 💰 At 18 or 19, he was earning half a million pesos a month and bought his first car at 16.
• 📉 He experienced a downfall due to complacency and arrogance, which led to the loss of his income and trust from his downlines.
• 👟 James founded JameSneaker Care in 2017, a sneaker care business, and later expanded to selling electronics.
• 📈 He created multiple online shops, which led to a perceived monopoly in the electronics category and a large number of resellers.
• 🏆 At 19, he earned his first million through electronics sales, aiming to inspire his peers to achieve financial success.
• 🎥 James entered the livestreaming space on TikTok, where he used entertainment to sell products and became a top seller.
• 💡 He emphasizes the importance of living for oneself, learning from mistakes, and having a positive attitude towards work and life.

Q & A

What year was James born and what significant event is associated with his birth year?

James was born in 1999, and he is referred to as 'almost a millennium baby' because he was born just before the year 2000.

How did James' upbringing influence his entrepreneurial spirit?

James was trained by his parents from a young age that if he wanted something, he needed to earn it or pay for it with his own money, which instilled an entrepreneurial mindset in him.

What was James' first business venture and how did it work?

James' first business venture was selling t-shirts and jackets from a clearbook catalogue to his classmates in school.

Who influenced James to become business-minded and how?

James' Chinese stepfather, who formerly supplied toys to all of the Gaizano malls, influenced him to become business-minded.

At what age did James realize the importance of stepping up as the only man in his family?

James realized the importance of stepping up as the only man in his family when he was 10 years old, after his stepfather passed away.

What significant advice did James receive from his mentors that influenced his success?

James was advised by his mentors to 'Live what you do' and to always have his business as his mindset, which he followed diligently.

What was the biggest earning James experienced that left a lasting impression on him?

The biggest earning that surprised James was when he earned 15,000 after just taking a shower, which he described as an 'awesome' moment.

How did James manage to send himself to school and what was the impact of networking on his education?

James was able to send himself to school at FEU through his earnings from networking, which allowed him to reach Grade 12.

What business did James start after identifying a gap in the market for sneaker care in the Philippines?

James started JameSneaker Care, a business that provided cleaning services for shoes, after noticing there was no sneaker care business in the Philippines at the time.

How did James expand his business and what strategies did he use to increase sales?

James expanded his business by selling his own brand of shoe cleaner on e-commerce platforms like Shopee and Lazada, and later by selling electronics. He also created multiple online shops to create a sort of monopoly in the category and had a large network of resellers.

What was the turning point for James in his business when he started using TikTok, and what was the outcome?

The turning point for James was when he started using TikTok to sell his products live, which led to record-breaking sales. He reached a gross sale of 21 million pesos in just four hours, and later achieved 27 million pesos within two weeks.

What is James' philosophy on life and work, and how does he view the importance of enjoying what one does?

James believes that everything happens for a reason and that it's better to try than not try at all. He emphasizes the importance of living for oneself, enjoying what one does, and not becoming toxic in the work environment.

Outlines

00:00

👕 Entrepreneurial Beginnings

James, born in 1999, shares his early entrepreneurial ventures, starting with selling t-shirts and collecting bottles for recycling. His Chinese stepfather, a former toy supplier, influenced his business mindset. After his stepfather's passing, James took on the responsibility of being the man of the house and aimed to become rich. His first significant income came from networking, which also enabled him to attend FEU. Despite earning half a million pesos a month at 18, he didn't pursue college to focus on his businesses.

05:02

📈 Business Growth and Challenges

James expanded his business by creating multiple online shops, selling electronics, and becoming a supplier with over 60 resellers. He achieved his first million at 19, inspired by his success to motivate his peers. However, he faced a setback when a trusted manager embezzled his funds. Despite this, a Chinese supplier lent him stocks, and he recovered quickly, leveraging the pandemic e-commerce boom. James then transitioned to TikTok,预见到直播带货的潜力, and became a top seller, reaching record sales figures.

10:04

🎮 TikTok Success and Life Philosophy

James details his strategy on TikTok, focusing on entertainment over hard selling, which resonated with viewers and led to significant sales. He attributes his success to understanding his audience's desire for engagement and entertainment. Despite his achievements, James considers his life as not yet the 'best life,' aiming for financial independence where his money works for him. He shares life lessons learned from his entrepreneurial journey, emphasizing the importance of trying, learning from mistakes, and living for oneself.

Keywords

💡Millennium Baby

A 'Millennium Baby' typically refers to someone born around the turn of the millennium, close to the year 2000. In the script, the term is used to describe James, who was born in November 1999, thus nearly being a millennial. This term is significant as it sets the stage for discussing the generational traits and experiences of James, who embodies the entrepreneurial spirit often associated with millennials.

💡YOLO

'YOLO' is an acronym for 'You Only Live Once,' a phrase that encourages people to live life to the fullest, often with a focus on immediate enjoyment and experiences. In the context of the script, it is mentioned to contrast the typical lifestyle of someone James's age with his own, who chose a path of entrepreneurship and hard work over partying and short-term pleasures.

💡Entrepreneur

An 'entrepreneur' is an individual who creates and runs a business, often taking on financial risks to do so. The script highlights James's journey as an entrepreneur from a young age, influenced by his family's teachings and his stepfather's business background. His story exemplifies the entrepreneurial mindset and the challenges and successes that come with it.

💡Networking

Networking refers to the process of building relationships and connections, particularly in a business context. In the script, James mentions being invited to networking events at the age of 14, which he credits as a turning point in his life. It's through networking that he gained downlines and started earning, illustrating the importance of connections in business growth.

💡Complacent

To be 'complacent' means to be self-satisfied and unaware of any need for change. In the script, James admits to becoming complacent after achieving initial success, which led to a decline in his business as his downlines lost trust. This keyword is crucial as it reflects a turning point in his entrepreneurial journey and serves as a lesson on the importance of continuous effort and adaptability.

💡Monetization

Monetization is the process of converting potential earnings into actual revenue. The script details James's monetization strategies, such as selling his own brand of shoe cleaner and later expanding to electronics, which allowed him to achieve significant financial success. His story demonstrates creative and effective monetization in the digital age.

💡E-commerce

E-commerce, or electronic commerce, refers to the buying and selling of goods or services using the internet. James's transition from traditional business to e-commerce platforms like Shopee and Lazada is highlighted in the script, showcasing his adaptability and the growth of his business in the digital marketplace.

💡Live Streaming

Live streaming is the act of broadcasting content in real-time over the internet. In the script, James's success on TikTok through live streaming is a central theme, emphasizing the power of live interaction and entertainment in modern e-commerce. His strategy of engaging viewers with games and giveaways while selling products exemplifies the effectiveness of live streaming for customer engagement and sales.

💡Influencer Marketing

Influencer marketing involves using influential people to promote a brand or product. James's role as an influencer, particularly on TikTok, is discussed in the script. His ability to sell products and create a brand through his online presence underscores the impact of influencers in driving consumer behavior and sales in the digital age.

💡Resilience

Resilience is the capacity to recover quickly from difficulties. The script describes James's journey, which includes overcoming setbacks such as the loss of his initial earnings and a betrayal by a close associate. His story is a testament to the importance of resilience in entrepreneurship, showing that setbacks can be overcome through determination and innovation.

💡Passion

Passion refers to a strong and barely controllable emotion or feeling. In the script, James's passion for his work, particularly in the sneaker care business and later in electronics, is emphasized. His success is attributed to his passion, which drove him to innovate and excel in his field, illustrating the power of passion in achieving professional goals.

Highlights

James was born in November 1999, making him an almost millennium baby.

At the age of 24, James is already a successful entrepreneur.

James' first business was selling t-shirts to classmates.

He also collected bottles from school to sell to a junk shop.

James' Chinese stepfather was a significant influence on his entrepreneurial mindset.

At 10 years old, James felt the responsibility to provide for his family after his stepfather's passing.

James' first significant income came from networking at the age of 14.

He earned his first substantial amount of 15,000 PHP while in high school.

James was able to fund his education at FEU through his business earnings.

Despite earning 500k PHP a month at 18, James did not pursue college.

At 16, James bought his first car using his own earnings.

James experienced a significant business setback due to complacency and arrogance.

He lost his income and business within two weeks due to trust issues with his downlines.

James launched JameSneaker Care in 2017, focusing on shoe care services.

He expanded his business to online platforms like Shopee and Lazada, selling his own brand of shoe cleaner.

James created multiple online shops to sell electronics, creating a sort of monopoly in the category.

He became a supplier for earphones with over 60 resellers.

James earned his first million at the age of 19 through electronics sales.

He entered the TikTok market and became a top seller by leveraging live streaming for sales.

James achieved record-breaking sales on TikTok, reaching 21 million PHP in a single live session.

He emphasizes the importance of being passionate about one's work and living a life that brings happiness.

James believes in the philosophy that everything happens for a reason and that failures lead to learning and growth.

Transcripts

- James! - Hello.

It's amazing, right?

Were you born in 1999 or 2000?

1999

I was born in November so-

November of 1999?

Yes, November 4.

That's amazing

You're almost a millennium baby.

Yes, almost.

But it's amazing because the age of 24

usually comes with raging hormones in men.

That's the age of partying,

- YOLO. - having fun,

YOLO!

But you're already in business.

Yes.

Because ever since I was a kid

I was trained by my parents that when I want something

even if it's a toy,

I need to earn it.

Or it has to be from my own money.

My first big earning came from selling t-shirts.

So, I bring clearbook catalogue to school

I sell them to my classmates.

Jackets, t-shirts.

After that, I started to collect bottles.

Everytime I'm in school, I collect bottles from my classmates

and put them inside my bag.

I bring them home and collect them.

So, if I have a whole sack of bottles, I'll sell it to the junk shop.

Who taught you to become business minded?

My Chinese stepfather.

He formerly supplied toys to all of the Gaizano malls.

Ahh. So that's when you first witnessed how to become an entrepreneur.

Yes.

And when my stepfather passed away when I was 10 years old, that's when I became more open.

To what?

That I needed to step up because I was the only man in the family.

So since then, I said, "I want to become rich."

That was my logic.

My awakening or my foundation happened when I got invited to networking.

I was 14 years old that time.

I said, "This might change my life."

Did you become rich?

I didn't earn anything during my first and a half year.

I talked to my mentors and asked them, "What do I have to do to become successful?"

I will not forget that line,

"Live what you do."

"And you need to respect what your role is."

"When you wake up, your business should be your mindset."

"You are in the mindset of what you have to do."

That's what I did.

So, wherever I am, I do networking during that time

That's when I gained a lot of downlines.

That's when I earned.

Do you still remember your biggest earning that surprised you?

I will never forget the moment when I just took a shower

and when I returned, I already have 15,000.

That's the moment I was like, "That's awesome!"

At fourteen, right?

Yes.

And because of networking also, I was able to send myself to school in FEU.

Did you finish your studies?

Up until Grade 12 only.

I wasn't able to go to college.

Why didn't you pursue college?

Because I already have my businesses on the side.

You are already earning that time?

I was earning really good.

I was earning something like-

In a month?

500k a month.

Oh?

I was 18 or 19 years old that time.

Also because of networking, I bought my first car that time.

I was 16 years old that time.

You already bought a car at sixteen?

That time was really great.

As in I was free,

I feel the freedom during that time.

Because you have money.

I have money.

I became a complacent person.

Because if you have people under you

they are the ones to work, right?

So, even if you don't invite anymore you still earn.

So, I became complacent.

I also became arrogant somehow.

My downlines didn't trust me anymore.

They see me in a bad way.

So, they all turned their backs on me.

So, everything I've worked hard for, sweat and blood

was all gone.

In a snap.

My income stopped within just two weeks.

My income was gone.

What I did that time, was to look for 3 people I could ask.

My question for them was,

"If you are going to start a business"

"what business will make you successful and wealthy?"

They said to me, "It should be something that you like, what your'e passionate about"

"and what makes you happy."

Then I asked myself, "What is something that I really like and what am I passionate about?"

I am careful with shoes.

And then I said,

"There is no business here yet in the Philippines that takes care of other people's shoes."

There is no sneaker care business yet that time.

Then on January 26, 2017,

in just 4 days,

I already launched my business.

It is called JameSneaker Care.

I do the meet-ups. I do the cleaning. I took the pictures.

And I do the postings.

Until I had a lot of clients, the wall at our house was covered in shoes.

The line was long.

So, that's when I subconciously became open to the world of online business.

So, I said, "Why don't I try selling on Shopee and Lazada?"

What I did was I sold a shoe cleaner.

My own brand.

How much do you sell it that time?

P200 each.

But how much is the real cost?

The cost?

P20.

- That's how it is in Shark Tank. - Yes.

They always ask, "How much it cost you and how much you will sell it."

I sell a lot back then.

We sell a lot in a day.

Now, I have the option to sell different products.

I expanded to selling electronics.

I sell wireless earphones.

That's when I earned a lot.

I made websites for multiple shops.

People thought those are rival stores.

They didn't know I own all of those.

Really?

Really?

Now, we got a tip from him.

Create multiple shops that sell the same product.

So I had some sort of monopoly on that category at the time.

He really monopolized.

Okay, this is it.

And then, I had resellers.

Until I became a supplier.

My resellers that time was 60 plus.

- Really? - 60 plus. There were a lot.

That's amazing.

I had more resellers than Divisoria and Baclaran.

- Really? - Yes.

You're so great.

And that's just for earpods?

Yes.

I import like 50,000 pieces.

I sold it all.

- Like in two months. - Do you have a warehouse?

- Or just in your house? - Just in my house.

- Wow. - Just in my house.

That's when I earned my first million.

Because of electronics. I was 19 years old that time.

What was the feeling like earning a million at nineteen?

It was a dream come true because I really wanted to achieve it.

I really wanted to prove that time that even if you're just 19 years old

you can be a millionaire.

So, I wanted to become an inspiration to people my age

because you are right when you said that our age is all about YOLO.

And partying.

- Drinking. - Yes.

So, I wanted to tell them that, "Stop wasting your energy."

"You can be a millionaire first then become like that."

If you really put your time, effort and passion-

Yes, you're right.

something will come out of it.

It's impossible for you to miss that.

Correct.

Yes.

How did you enter TikTok and become the number one seller?

When I was selling earphones,

I had an unexpected challenge that time.

I had a manager, who is my godbrother and childhood friend.

What happened was all my millions were gone.

Because he stole everything.

Yes, because during that time, I had a bit extra time.

I said, "I can pursue my love for shoots."

That's when I worked for ABS-CBN and GMA.

As you know, filming series will take 24 hours.

That would be your life.

Literally, I would not go home for 6 days a week.

What happened with you was you entrusted your business

- to other people. - Yes.

It was in December when I discovered that problem.

And I was surprised to learn that 200,000 was all I had left.

Shucks.

You didn't file a case against him?

Not anymore because I know that the money was gone.

I talked to my supplier in China.

I said, "I cannot order stocks from you anymore because I was robbed."

You cannot pay anymore.

I cannot afford it.

Because it was an upfront payment.

Then he said to me, "Don't worry. Just tell me how many stocks do you need."

"I will lend you and you can pay me whenever you can."

He's so kind.

He lent me worth 15 million of stocks.

That was unbelievable.

I was shocked.

He's like an angel.

Yes.

Your business angel.

Yes.

And during the pandemic, e-commerce was booming.

Yes.

I recovered my loss in December in just one month.

And so much more.

That is true.

When someone did a bad thing to you

and you have good intentions.

You have a pure heart.

The Lord will bring it back to you.

Yes, yes.

And in the middle of pandemic

the growth of my business was incredible.

So, when TikTok shop was lauched I studied it.

Because everyday, I was checking the point of view of a buyer.

Then I saw it, I said, "TikTok shop will discrupt the whole e-commerce."

Because when you are selling live, you're talking to the people live.

I did my own operation,

and the first live hosts we got was the sellers in malls showcasing the products with lapels on.

Until we have a lot of live hosts.

I was also the one training our live hosts that time.

- Oh? - Yes.

I also train-

Do you pay them?

Yes.

They get paid everyday and they have commissions.

You know what happened with TikTok shop?

During the '90s?

What version it was?

Home TV Shopping.

Yes, exactly.

It's technically the modern version of it.

During that whole year, I was never satisfied with the live hosts' performance.

I am not getting what I want to achieve.

I was always looking for something more.

They are not getting what I am projecting for them.

What you want them to say to sell the products.

Yes.

So, December 26, everyone's on leave.

I said, "What if I go live?"

I opened my cellphone and went live.

I just played games with my viewers.

How many viewers you had? Because you can see that.

I reached 15,000 viewers that time.

You?

It was my first time.

Wow.

I was surprised, I was like, "Huh?"

There were 15,000 persons interested in you.

I said, "Why are there so many people watching?"

"Why is it like that?", I said.

Why do you think so?

I said, "What I had in mind was really effective."

I said this and that.

Were you making jokes?

I play games with them like Pinoy Henyo.

What's in the box?

Games like that.

When you win, I'll give you gcash.

Something like that.

Ahh.

That's what I did. And many were watching.

You became a one-man show.

- Yes. - Producer, host-

I give away air-conditioner, washing machine

- Really? Air-conditioner? - Those are my giveaways.

I really give those away.

They'll really go wild about your livestream.

During that time, TikTok was all about entertainment.

So, you can sell but never do hard sell.

Because no person wants to be marketed to.

But people want to buy.

And wants to be entertained.

They want entertainment.

They want the feeling of being on trend.

They feel happy with you.

That's when they will buy to you.

Ahh, the way I see it, the reason why people watch you

is that you're like their friend online.

They watch you but you are able to sell them stuff.

Yes.

Without them noticing it.

Yes, literally it's like when 5,000 people are watching

if I told them, "I'm going to launch it.

We should order it all at once."

They will really order at the same time.

Three thousand orders will come out of my dashboard.

Really?

Yes.

When you say, "All at once."

You are the original "All at once."

"Order all at once!"

Really? When you say to order all at once, they will order it at the same time?

They will order it at the same time.

Wow.

So, that's when I realized, "Ah, that's how people in TikTok are."

Until-

Until you reached-

That's my everyday life.

huge gross sale of- how much?

I reached 21 million.

There.

Is that you?

That's me right there.

So, guys we made a record-breaking in the history of TikTok.

Guys, this is the first time a TikTok gross sale has been reached in four hours.

21.1 million pesos.

I didn't really expect it because I don't see my sales during that time.

I just saw it the next day.

And I did it again.

I said, "Maybe it's just luck."

I repeated it and I reached 27 million.

Huh?

After two weeks.

And it continues after that.

TikTok got me and supported me.

Until a brand partnered with you, right?

- Yes. - They let you sell their products.

Yes, mostly it's electronics.

So, now it's like you're living your dream life.

A good life.

Yes, that's correct. It's a good life.

Or would you say you're living your best life?

Not yet.

What's your definition of a best life?

If it's not yet a best life for you.

I really wanted time and freedom.

The life where even if I don't work for a year, five years

I am still okay.

The time when your money is working for you.

Yes.

You're making money while you are sleeping.

You as an entrepreneur,

what did you learn from hustling?

Since you were 10 years old.

I learned that everything happens for a reason.

That has always been my tagline.

If you don't know the reason why this thing is happening to you

why you are failing on this,

always keep in mind that,

"It's better to try than not try at all."

Because if you're not trying, you don't really have a chance.

At the end of the day,

it is you who will manage your life

not other people.

You need to live your life for yourself not for others.

So it would be harder for you if you're doing this because

people see you like this.

You should do this because this is what you want.

Because a person who is enjoying what he or she is doing

is a happy person.

Yes.

You will not become toxic.

Yes.

That may be the reason why there are toxic environment at work.

Yes.

Because most of the people working there doesn't like what they are doing.

Yes, that's right.

Number 1, they're only doing it for money.

Yes.

The time you spent hustling and working hard

it was never wasted.

- For me. - Yes, correct.

Our age has the most room for errors.

So, chase mistakes, keep doing mistakes.

Because with mistakes, you learn, you experience, you become better.

Time will come that you will not notice that you've come a long way already.

So, you don't have a girlfriend now?

None.

- I'll be single for a while. - Did you just break up?

In October.

Oh, shucks.

Just last October. We've been together for 6 years.

Oh, shucks.

We were childhood sweethearts.

That's life. Many broke up in 2023.

So you were one of them?

Yes, we broke up in 2023.

That's right.

You also went with the break up trend in 2023.

2023 break up.