To captivate and retain their audience, streamers and Tiktokers must blend product promotion with entertainment and creativity in their livestreams. Their primary goal is not just to attract attention but also to create enjoyable experiences that boost sales, sparking a frenzy in the social media community.
Selling Products Requires More Than Just Livestreaming
A notable shift is occurring in the Vietnamese livestream selling landscape, with a heightened focus on entertainment to lure customers. This new approach to selling draws inspiration from TVB (Hong Kong) drama styles, particularly on social media platforms like TikTok. Clips from a young woman’s online selling livestream have gone viral, attracting massive engagement and humorous comments from viewers.
This seller captivates audiences with her impressive acting skills, especially when introducing products with a distinctive TVB-style tone. Combined with the unique interactions of the man behind her, the livestream creates an atmosphere akin to a melodramatic TV drama, drawing a large audience and quickly becoming a social media sensation.
Additionally, online sellers in Vietnam are adopting Chinese selling styles, such as “garden selling” and rapid-fire selling. For instance, a 30-minute livestream helped the Noọng Piêu Cooperative secure over 200 orders, selling more than one ton of plums from Bùi Phương Thanh’s farm in Phiêng Khoài, Yên Châu, Sơn La.
The “quick-as-a-flash” selling style in livestreams has also captivated online shoppers. Instead of providing detailed product descriptions, sellers swiftly switch between products, creating a thrilling shopping experience with lightning-fast sales. This style is characterized by rapid-fire product introductions, brief evaluations, and immediate transitions to new items, stimulating curiosity and social media engagement.
Is This Wave Prone to Distortion?
While entertainment is crucial in livestream selling to attract viewers, this wave is facing distortions. Notably, when discussing top livestream sellers in Vietnam, we must mention Phạm Thoại, a renowned TikToker.
Phạm Thoại is not just an online seller but also a livestreaming talent. However, with a growing audience, Phạm Thoại crossed the line and sparked controversy by engaging in unacceptable behavior. The use of impolite language, shouting at the camera, and even smashing the products being sold elicited disapproval from many. While some argued that it was a form of self-defense against attacks, most netizens found these actions unpleasant and unsatisfactory.
Moreover, the attention drawn by selling livestreams has led to other distortions beyond just cursing and conflict resolution. Some shop owners have unfortunately resorted to cursing customers during their livestreams, even though these streams generate revenue. Interestingly, during these profane livestreams, some customers still accept the insults, and these accounts become a “trademark” for the shop owners.
What Does the Future Hold for This Industry?
The future of Vietnam’s online industry is promising, with rapid growth. In 2022, users spent over 37 million hours on Shopee Live, interacting with sellers and exploring products, reflecting an enhanced connection and online shopping experience.
Statistics from an e-commerce platform reveal that cities like Dong Nai, Binh Duong, and Hai Phong significantly contribute to the industry’s growth, along with major cities. Categories like home and living, health and beauty, and fashion are attracting particular interest from consumers.
Additionally, “Livestream shopping” has emerged as a unique trend in the 4.0 technology era, transforming how consumers interact and shop. The fusion of e-commerce and video shopping offers significant benefits to businesses and retailers, providing a flexible and convenient sales channel. This blend has revolutionized retail and is expected to be a leading trend in future commerce.
Livestream shopping on social platforms like Facebook, TikTok, and Instagram offers not just a shopping experience but also entertainment, focusing on customers’ emotions. This approach not only accelerates sales but also creates appeal and differentiation for products. Research indicates that livestream selling can be ten times more effective than traditional e-commerce.
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