After 1 month of implementation, the Shopee Fruit project with the goal of stimulating the consumption of Vietnamese agricultural products and supporting domestic enterprises has achieved results beyond expectations. The amount of fruit sold on June 15 doubled compared to the livestream session launching the project on May 15 on Shopee Live. In collaboration with the supply partner FoodMap Asia, nearly 4 tons of fruit were delivered to users on the same day thanks to express delivery.

This is considered the strength of the Shopee Fruit project because consumers especially value the factors of "fresh, delicious, intact and clear origin" when buying fruit. At the same time, Shopee and its partners also work closely to bring the best prices to buyers, in addition to thousands of discount vouchers and support for express free shipping vouchers to ensure the best quality fruit when it reaches users.

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Positive sales show that Shopee Fruit's strategy of testing a new livestream model and "hitting hard" on the media front is proving effective.

Parallel livestream model in garden and studio attracts users

Throughout June 15, Shopee “followers” ​​continuously watched special livestreams “embedded” with content selling fruit products. Notably, the “Agricultural products travel diary” section in the “Fruit livestream party” program, where users experienced VietGAP-standard fruit gardens and chatted with local farmers through the guidance of hosts and KOLs.

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KOL Thanh Nhi went to the mango garden in Dong Thap to livestream to sell products with the garden owner, combined with the livestream bridge at Shopee studio to make the content strange and stimulate viewers.

This is a highly interactive livestream model and is prioritized by Shopee in fruit livestream sessions, increasing authenticity and credibility for the origin of the product by setting up two livestream bridges. One end has KOLs and farmers taking users to visit the Hoa Loc sand mango garden in Dong Thap, learning about the origin of the mango name and the secret to choosing delicious mangoes. The other end at the studio is led by the host, constantly interacting with the team at the garden to keep the agricultural product sale session hot.

Collaborate with 150 KOLs and KOCs to promote consumption of Vietnamese agricultural products

To prepare for the June 15 fruit livestream, Shopee collaborated with 18 KOLs and 132 KOCs, showing the scale and level of investment that the platform has for the Shopee Fruit project. In addition to KOL Thanh Nhi's livestream, there are also KOLs Hana Ban Me and Chuc Anh's livestream at Ma Duong avocado garden ( Binh Phuoc ), or the KOC duo Thanh Huy and Thanh Phong's livestream at Cat mango garden (Dong Thap). This "on-the-ground" element helps the livestream sessions become closer, more lively and more authentic, as commented by many viewers.

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KOL Thanh Nhi, CEO of FoodMap and owner of Dong Thap mango garden live streamed together, tried mangoes to check the deliciousness, took viewers on a tour of the factory and the standard mango packaging process. This helps viewers feel like they are really "traveling" to the garden.

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Hana Ban Me and Chuc Anh live streamed at Ma Duong avocado garden in Binh Phuoc, creating a "real people, real events" feeling so that users can feel secure buying fruit via Shopee Live.

Media and promotion synergy helps sell tons of fruit

In-app advertising, sending notifications to users, running promotional campaigns on social media channels and mainstream media… before, during and after the campaign are among the large-scale and long-term investments for the Shopee Fruit project.

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Ahead of the June 15 livestream, a series of KOLs/KOCs in Shopee's network posted articles or "teaser" videos to ensure they could attract as much traffic to the livestream as possible. Promotional content also appeared densely on social networks and newspapers, increasing the coverage of the Shopee Fruit project and the volume of fruit sold.

As a result, the “Fruit Livestream Party” garnered nearly 2.5 million views after 90 minutes of broadcasting on the Shopee app and social media platforms. In addition, other livestream sessions on June 15 by KOLs/KOCs also attracted more than half a million views via Shopee Live. All of these combined activities helped Shopee Fruit sell nearly 4 tons of fruit. Of which, durian was the fruit that sold out the fastest, followed by cantaloupe, mangosteen, Hoa Loc mango, avocado and lychee.

On July 15, the next livestream session of the Shopee Fruit project will continue to air on Shopee Live with a richer list of fruits and a variety of attractive promotions.

In 2024, Shopee will actively cooperate with agencies and partners to implement many programs to support Vietnamese businesses. Accordingly, Shopee will help sellers improve their competitiveness on the e-commerce platform, support local sellers in digital transformation and effective business on the platform. Also within the framework of this program, Shopee will join hands with farmers to promote the value of Vietnamese agricultural specialties to users nationwide.

Doan Phong