A six-hour livestream is nothing unusual in the age of booming e-commerce. But it caused a public uproar because the person appearing in front of the camera wasn't a KOL, businessman, or celebrity, but Mr. Pham Van Thinh, the former Vice Chairman of the People's Committee of Bac Giang province.
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On the morning of June 29th, Pham Van Thinh, Vice Chairman of the People's Committee of Bac Giang province (formerly), participated in a livestream selling lychees at a lychee orchard in Luc Ngan. |
In just a few hours, he successfully closed deals on over 54 tons of Luc Ngan lychees, a figure that not only demonstrates efficiency but also serves as vivid evidence of innovative thinking in local governance. From Mr. Thinh's livestream story, we can see more than just a media boost: it's the government's timely awareness of its role in supporting and guiding farmers into the digital transformation game.
In the context of digital transformation becoming an urgent imperative for all sectors, especially agriculture – a field traditionally accustomed to "local markets" and traders – the participation of a Provincial Vice Chairman in livestreaming sales demonstrates commitment and proactive thinking. No longer relying on slogans or administrative directives, Mr. Thinh chose to appear as a "real seller," introducing himself, promoting his products, interacting with viewers, and closing deals.
He wasn't a marketing expert, and even lacked livestreaming experience. But it was precisely that authenticity and simplicity that created a powerful resonance. In a society where trust in public authority is sometimes eroded by cumbersome procedures or the image of officials "sitting in air-conditioned offices," Mr. Thinh's actions were like a breath of fresh air: close to the people, for the people, and working with them to overcome difficulties.
54 tons of lychees is not just a sales figure; it represents a ripple effect and a change in mindset. Only when leaders truly get involved and roll up their sleeves to solve problems can they create a profound social impact and change people's perception of the government apparatus.
The reality over the years has shown that Vietnamese agricultural products are not lacking in quality, but they lack compelling stories to tell. The images of watermelons, dragon fruit, and purple onions piling up due to border congestion have often served as costly lessons. The reasons stem not only from traditional markets being overly dependent on export channels, but also from the fact that most farmers remain largely unaware of e-commerce.
Therefore, digital transformation in agriculture cannot simply stop at issuing policies or organizing workshops and training sessions. It needs impetus like the recent livestream, where government leaders not only encouraged but also set an example, not only fulfilling their responsibilities but doing it thoroughly. This action both helped sell agricultural products and opened up a practical approach: instead of relying on traders or bailouts, why not sell directly through online platforms?
However, for this model to spread and become a sustainable trend, a more comprehensive support strategy is needed. From training farmers in digital skills and investing in technological infrastructure to developing a suitable logistics system, every step must be synchronized. Then, as Mr. Thinh shared, farmers can easily "tell their own product story."
In an administrative environment that values precision and caution, a provincial vice chairman acting as a salesperson, even "spontaneously" as he described it, is a courageous move. It's courageous because it deviates from the usual behavior of most current leaders.
This is evidence of a new management philosophy: leaders are not just those who chart the course, but also those who are willing to take the first step. In today's rapidly changing world , leadership ability is no longer measured solely by qualifications or titles, but by the capacity to adapt and inspire innovation.
Mr. Thinh's story is not simply a fleeting event. It offers a suggestion for other localities: Why not popularize the "leaders and citizens livestreaming together" model? Why not turn it into a regular communication activity, where the government works alongside producers, retailers, and consumers?
Digital transformation is not just the job of the technology industry, but a systemic story, starting with simple yet practical actions like… a livestream.
Source: https://baobacninhtv.vn/khi-lanh-dao-tinh-livestream-ban-vai-postid421103.bbg
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