Consuming specialty products on digital platforms

The livestream room at home was fully invested by Mr. Tran Viet Cuong with equipment, props and a team to support closing orders. Photo: Lan Phuong

Livestreams have become a regular activity for Mr. Tran Viet Cuong, residing in Group 14, Muong Thanh Ward ( Dien Bien Phu City). Twice a day, Mr. Cuong livestreams to sell Dien Bien specialties via tiktok and youtube channels with more than 20,000 followers and nearly 200,000 likes. The products he livestreams to sell meet the province's OCOP standards such as: Khau Xen cakes, Chi Chop, Dong vermicelli... Each livestream session of Mr. Cuong attracts hundreds of followers and orders. At its peak, Mr. Cuong's livestream session attracts more than 1,000 viewers and can sell 120-130 orders to a diverse range of customers across the country.

Mr. Tran Viet Cuong said: "Each livestream session usually lasts 3 hours or more, then the number of viewers will be reached, then the sales channel's algorithm will push the number of viewers and users. To attract viewers, I came up with the idea of creating humorous content or stories related to the product, cleverly attracting viewers to the livestream content and finally interspersing the product."

Through the digital platform, with just a simple operation, customers everywhere can easily search and order dried fruit products at the facility of Ms. Tran Thi Ha, Thanh Binh Ward (Dien Bien Phu City). Starting from the model of participating in the "Women's Entrepreneurship Ideas" contest in 2021, "Applying fruit freeze-drying technology to increase the value of agricultural products", Ms. Ha has now developed a facility with many dried fruit products such as: persimmon, jackfruit, plum... especially the orientation of building 2 products: Muong Cha dried pineapple and dried local banana into OCOP products. To optimize product consumption, Ms. Ha posts 3 articles a day on social networking platforms such as Zalo, Facebook... Thanks to that, 80% of Ms. Ha's product sales come from this online consumption channel and markets outside the province such as: Quang Ninh, Thanh Hoa, Binh Duong ... Total revenue is estimated at 90-100 million VND/month.

Mr. Cuong and his team prepare before each livestream session. Photo: Lan Phuong

Ms. Tran Thi Ha shared: “After a period of promoting and selling products through two forms on Facebook and e-commerce platforms, I found that orders and sales efficiency on them accounted for a higher percentage than traditional sales. Therefore, in the past time, I focused on developing my personal page first and then switched to a sales page on the fanpage so that more customers would know me and consume products better."

Currently, the whole province has nearly 500 products posted on e-commerce platforms such as Shopee, Lazada, Sendo, Buudien.vn, Voso.vn... Of which, 100% of OCOP products are available on many e-commerce platforms. In order to support organizations and individuals in consuming local products, the Provincial Post Office has deployed an OCOP booth at the Dien Bien Phu City Post Office transaction counter to introduce and provide products directly to consumers and tourists. At the same time, the unit conducts livestream sales and posts on the official Facebook channel. In particular, it has put more than 40 OCOP-standard products of the province on the Buudien.vn e-commerce platform.

Ms. Tran Thi Ha posts products on social networking sites. Photo: Lan Phuong

Mr. Le Anh Dung, Deputy Director of the Provincial Post Office, said: To support businesses in accessing and participating in e-commerce platforms, the unit has provided technical support, advertising and booth management to help businesses sell effectively. The Provincial Post Office has implemented programs to support delivery costs. This helps businesses save costs and increase competitiveness. In addition, the Provincial Post Office has proactively coordinated with businesses and cooperatives to implement communication programs as well as livestream online sales to help change the awareness of people and consumers in transactions on e-commerce platforms.

Promoting the connection of local agricultural product consumption through digital platforms is an important solution to develop the agricultural digital economy. It helps businesses and cooperatives promote, build their image and develop their brands, expand their markets; especially opening up new, modern and sustainable sales methods, avoiding dependence on traders as well as agricultural product congestion during the peak harvest season.

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