The closer to the traditional Tet holiday, the higher the shopping demand of the people. Grasping that, many businesses in the province have organized livestreams on social networks, attracting a large number of customers. Behind that encouraging signal are the efforts to overcome difficulties and the concerns and expectations of the businesses.
Ms. Cao Thi Nhung and staff prepare for the livestream to deliver Ao Dai to customers - Photo: TL
Attract customers by innovating
These days, Ms. Cao Thi Nhung (born in 1988), residing in Dong Ha City, and her employees are busy with work. In addition to selling directly at the store, she also regularly livestreams to bring her ao dai designs far and wide. 6 years ago, Ms. Nhung tried this new form of sales. With a gift for speaking and knowing how to create a cheerful atmosphere, her livestream sales sessions often attract a large number of viewers and close orders. At one point, the number of viewers watching Ms. Nhung's livestream reached more than 1,700. On the live broadcast, some foreign customers closed the deal to buy hundreds of ao dai sets.
Faced with the above positive signals, Ms. Nhung has researched, explored and equipped herself with more experience and skills to maximize the advantages of livestreaming. In early 2023, she decided to increase the number of livestream sessions to two shifts/day, starting at 10:00 and 19:30. From here, her work and that of her employees have become busier. During each livestream session, Ms. Nhung and 4 assistants almost do not rest. “In addition to introducing quality products at affordable prices, we also retain customers with discount programs; lucky draws; games... Therefore, many customers have come to the Nhung Cao ao dai brand. Everyone wants to "hunt" for beautiful ao dai at the best prices to celebrate Tet,” Ms. Nhung shared.
Just like Ms. Nhung, recently, Ms. Tran Thi Lan (born in 1987), residing in Trieu Son commune, Trieu Phong district, is promoting livestreaming on her personal Facebook page to sell Tet goods. Starting a business with the production, processing, and trading of agricultural products from her hometown, Ms. Lan's biggest question is: "How can I help more customers in distant provinces, cities, and even abroad know about the products I make?". Since using livestreaming, the question that has been troubling her has been answered. Ms. Lan said: "Currently, our production facility has 5 products that meet the 3-star OCOP standard. Thanks to livestreaming, the products have gone further, more evenly, and brought in high revenue. That is the motivation for us to continue trying to improve the effectiveness of this form of sales."
Livestream is one of the methods of e-commerce model, which has been popular in Vietnam as well as many countries in the world in recent years. This model was born from the combination of e-commerce with social networking platforms. Livestream helps increase interaction between sellers and customers. With just a phone or computer connected to the internet, sellers can organize a live broadcast, attracting hundreds, even thousands of participants.
Hope there are no more "gaps"
With the advantages of being easy to implement and reaching a large number of customers at the same time, selling on livestream is being chosen by many business people. Especially, during the Lunar New Year, the number of live broadcasts increases rapidly. However, not all livestreams are successful, have many followers and sell products. Some business people started with this new form quite smoothly but then gradually decreased and had to give up.
Understanding that reality, business people in the province always determine to constantly innovate livestreaming. They do not hesitate to spend money to buy modern machinery and equipment. Many people spend time researching, understanding, and updating the regulations and policies of social networks to increase the number of customers. In particular, some good ways to increase the number of interactions for livestreaming have been used by business people such as: giving gifts to people who share and interact many times; applying attractive promotional programs only available on livestream; organizing games, lucky draws...
However, according to many retailers, the key to the survival and sustainable development of livestreaming is still the reputation of the seller and the quality of the product. In fact, when watching and buying products via livestream, customers cannot directly hold and experience the product as in the traditional way. Therefore, the situation of selling products that do not match the quality commitment, or even fraud, can completely happen. That is also the reason why a part of customers are often hesitant to buy products on livestream. "Understanding that, we always try to build our brand and affirm our reputation with customers. When receiving the goods, if not satisfied, customers can return them. In some unexpected cases, we accept refunds for customers," said Ms. Lan.
Not only for customers, using the form of selling via livestream channel sometimes puts businesses in a funny situation. During the sales process, some customers leave their address and phone number in the comment section to close the order. Taking advantage of this, some unfair competitors quickly get the information, then send similar or poor quality items to customers earlier, causing unnecessary misunderstandings. Another situation that people who often livestream often encounter is that some people close orders continuously, then refuse to receive the goods.
The above situation that both businesses and customers encounter can partly show the legal "gaps" in selling via livestream. Therefore, businesses really hope that relevant levels, sectors and units have strict regulations and sanctions to avoid the situation of "livestream chaos", contributing to creating transparency and increasing customer confidence in this form of sales.
Tay Long
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