'Going live' in the middle of the forest

Young people in the highlands of Da Nang are gradually bringing local agricultural products closer to consumers by "going live" to sell them...

Highland specialties now available on online marketplaces.

Amidst the majestic mountains and forests of Tra Tap commune (Da Nang city), the exchange and trade of local products has taken on a new form: livestreaming markets. No longer confined to the local area, agricultural products and medicinal herbs characteristic of the highlands are now being showcased directly on social media platforms, opening up opportunities to reach thousands of customers from all over the country.

Young people in traditional clothing livestream to sell goods and help local people. PHOTO: PHU THIEN

In the context of rapid digital transformation, the application of technology to agricultural product consumption is no longer an experimental trend but has become an essential need. However, for mountainous localities like Tra Tap, this process faces numerous obstacles: limited technological infrastructure, uneven digital skills among the people, and product distribution still heavily dependent on traders.

Faced with this reality, the Youth Union of Tra Tap commune proactively sought new approaches. Livestream sales sessions were organized to both help sell agricultural products and create a stepping stone for people to gradually become familiar with e-commerce. In these livestream sessions, viewers can easily see Youth Union members standing in the middle of the stalls, holding characteristic local products, with the lush green mountains and forests in the background. From rare Ngoc Linh ginseng and vine tea to red rice, pumpkins, and wild vegetables… everything is presented in an authentic and simple way.

Without elaborate scripts or complex special effects, simplicity and sincerity become the "key" to its appeal. Stories about the farming and harvesting process, the difficulties faced by people in the highlands, and the uses of each medicinal herb are shared naturally and intimately. Viewers buy the products and fully appreciate the cultural and human values ​​behind each item.

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Ms. Nguyen Thi Phuong Uyen, a member of the Youth Union branch at Vo Nguyen Giap Ethnic Boarding Junior High School, said that initially, the students were very hesitant in front of the camera; but through each livestream session, everyone gradually became more confident, learned how to talk and introduce products more attractively... "The most important thing that the livestream sessions bring is not only revenue but also a change in the mindset of young people. We realize that if we know how to utilize technology, highland agricultural products can completely compete in the large market," she said.

Introducing products on the livestream market. PHOTO: PHU THIEN

Paving the way for highland agricultural products.

For many years, market access has been a major bottleneck for agricultural production in mountainous communes. Despite producing high-quality products with unique characteristics, sales have remained dependent on middlemen, resulting in unstable prices. The emergence of livestreaming has helped alleviate this difficulty to some extent. Online sales expand distribution channels and bridge the gap between producers and consumers. Buyers can directly view products, listen to presentations, ask questions, and receive immediate feedback.

Nguyen Van Thanh, Secretary of the Tra Tap Commune Youth Union, said that the Youth Union hopes its members and young people will access e-commerce, thereby bringing local agricultural products to more customers. This is also a way for young people to become familiar with the digital environment, improve their skills, and become more confident. Encouragingly, after a period of implementation, the model has received positive responses from both Youth Union members and local people.

Previously, people in the highlands mainly sold their produce at markets or to traders, paying little attention to packaging and branding. But after participating in livestreaming, they realized that products needed more investment to build customer trust. "From the initial livestreaming sessions, which were quite unfamiliar, the online sales model in Tra Tap commune has gradually stabilized and shown clear effectiveness," Thanh shared.

Mr. Le Trung Thuc, Chairman of the People's Committee of Tra Tap commune, assessed that the livestream selling model is a suitable direction in line with current development trends. "This is an innovative approach that leverages the advantages of technology to promote local products, helps increase people's income, contributes to changing perceptions, and brings people closer to modern business methods," Mr. Thuc said.

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Mr. Thuc believes that if maintained regularly, with systematic investment and a long-term strategy, this model will become a sustainable bridge, helping highland products access a wider market. This will also be an impetus for young people in ethnic minority areas to continue asserting their role in the national digital transformation.

Livestreaming sessions in the heart of the mountains are more than just about selling products. They represent the transformation of a region where young people are gradually mastering technology, changing the way they do business , and contributing to bringing local agricultural products to the world.

Source: https://doanthanhnien.vn/chi-tiet/len-song-giua-ai-ngan-55318