The “double-edged sword” behind livestream sales sessions

VTV.vn - A series of KOLs and KOCs were punished for selling fake goods via livestream, forcing this market to enter a period of strong screening, tightening responsibility and transparency in advertising.

A series of KOLs and KOCs with large followings on social networks have just been handled by authorities for their involvement in the production and trading of fake food with revenues of hundreds of billions of VND. One of the important distribution channels of these subjects is livestream sales on social networks. After a series of incidents, this market is entering a period of strong screening.

Selling via livestream is popular because viewers will have the experience of interacting directly with product consultants, usually KOLs and KOCs, to make purchasing decisions easier. But in the past year, when there have been many scandals about KOL and KOC sales, it has been seen that the reputation and quality of KOL and KOC advice is also a "double-edged sword", as it can also undermine users' trust.

The technique of closing deals quickly is only a necessary condition. In recent months, in the classes, the new curriculum of the instructor has also trained students on a sufficient condition - that is transparency and advertising regulations when selling livestream.

Ms. Nguyen An Vy - Head of Training Department, 1- All Stars Media Company said: "Content aimed at customers must be authentic. We cannot polish the product too much, the more authentic it is, the more we can reach customers."

Instead of relying on influencers (KOL, KOC) as before, some business owners have turned directly to becoming content creators to convey the right product information.

Experts assess that KOL and KOC will still be a sales channel with a lot of room for growth in Vietnam, with a growth rate of up to 45% per year. The conversion rate of user behavior to purchase is 3-5 times higher than other forms.

"Those who disseminate information must also check and take part of the responsibility for the information we give to the community. Because it is clearly because of your advice that we use that product," said Mr. Do Huu Hung - General Director of Accesstrade Affiliate Marketing Company.

The recently amended Advertising Law, which will take effect from the beginning of next year, has also introduced many regulations to increase the responsibility of KOLs and KOCs, especially false advertising that can be criminally prosecuted, in order to build a healthier e-commerce market.

Source: https://vtv.vn/con-dao-hai-luoi-dang-sau-cac-phien-livestream-ban-hang-100251016082828734.htm