Support traditional market traders with livestream sales skills

The city's industry and trade sector has implemented many activities to support the improvement of sales and communication skills for small traders on social networking platforms, gradually removing difficulties in business activities at traditional markets; contributing to the implementation of the digital transformation plan of the Da Nang industry and trade sector for the period 2021-2025, with a vision to 2030.

TikTokers support businesses and business households with livestream sales skills. Photo: VAN HOANG

Proactive adaptation

Having been selling bird's nest products for many years, Ms. Vo Thi Le, a trader at Non Nuoc market (Hoa Hai ward, Ngu Hanh Son district) said that compared to direct sales, the livestream method of selling on social networking platforms is more effective in terms of revenue and promoting the brand and image of the store. During the times of contact with this method, Ms. Le and many other traders were very confused, shy and not confident when communicating with customers on social networking platforms. She said that after the first training session organized by the Department of Industry and Trade in May 2024, she experienced livestreaming herself and received a number of orders and positive feedback from customers.

“In order for small traders to access and effectively exploit this sales method, the Department of Industry and Trade as well as support units need to have specialized programs to “show hands-on” at each level. I strongly support livestream sales because this is a business method that suits the needs of today’s customers. If they do not proactively adapt, small traders at traditional markets will find it very difficult to compete with many small traders and stores outside,” said Ms. Le.

In some large markets such as Con Market, Han Market, Dong Da Market, although realizing the potential of livestream sales method, most traders still do not implement it in practice due to many factors such as limited human resources, unfamiliarity, lack of confidence in communication, unsuitable industry... Agreeing with the above reasons, Mr. Phan Thanh Thoai, Head of Con Market Management Board, said that combining multi-channel sales is a long-term process, requiring support from the industry and trade sector and perseverance and proactive learning of traders.

Con Market has about 1,800 stalls, however, the number of businesses implementing online sales, livestreaming... is very limited. Most traders have not yet approached and are confused by livestream sales methods and other e-commerce platforms. To apply effectively, traders need to be bolder when promoting products and brands; the source of goods must ensure quality and origin; improve trade civilization, reasonable prices, collect e-commerce taxes... "Selling online via livestream not only helps promote the products of traders but also attracts and spreads the Con Market brand to domestic and international tourists when coming to Da Nang", Mr. Thoai shared.

Many support activities and solutions to improve online sales skills have been implemented by the industry and trade sector. Photo: VAN HOANG

Focus on support solutions

Mr. Vo Van Khanh, Chief Representative of the Vietnam E-commerce Association in the Central Highlands region, acknowledged that supporting small traders and business households to develop e-commerce will be much more difficult than for enterprises. Localities across the country have supported small traders to livestream sales and develop e-commerce. In Da Nang, the association and the Department of Industry and Trade have coordinated to implement the first specialized training program with models (modules) built and applied comprehensively from training, coaching, policies, goods sources, etc. The most important goal is to gradually change awareness, build policies, goods sources, and create new thinking in the sales business of small traders.

In 2024, the department will organize many activities to promote the application of e-commerce in traditional markets; support small traders to update their knowledge and skills to adapt and apply e-commerce solutions; create pilot models to replicate in the city. Thereby, attracting domestic and international customers to visit and shop at traditional markets; gradually remove difficulties in the face of competitive pressure with new sales trends. Specifically, training and coaching on livestream sales skills, communication skills, and civilized commerce for small traders; organizing the launching ceremony of the livestream sales market - Da Nang 2024; Mega livestream stalls for online sales at Con market; organizing stalls to advise and guide livestream sales; launching promotional programs to stimulate shopping at Con market until the end of June 2024...

Mr. Nguyen Van Tru, Deputy Director of the Department of Industry and Trade, assessed that the habit of buying and selling goods through livestreaming is developing rapidly, becoming an effective tool to help businesses and business households improve business efficiency. This is also the method that many consumers prioritize when shopping online through social networking platforms and e-commerce platforms. In 2024, the department organized 3 training sessions for small traders in need at class 1 markets to improve their livestream sales skills and will continue to expand and support many other markets in the area. In addition, the department also plans to support small traders to participate in famous e-commerce platforms. Changing and adapting to new sales methods of small traders not only helps professionalize the supply chain of goods and logistics activities in traditional markets, towards smart markets, but also contributes to the Department of Industry and Trade and the city in effectively implementing the digital transformation project.

VAN HOANG

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