Vietnamese brands change tack, taste success with livestream sales

Bong Bach Tuyet, Lavima and YSL Beauty, brands known for their conventional sales methods, have changed tack and are achieving remarkable success on online sales platforms.

Bong Bach Tuyet, a manufacturer of medical cotton and personal care products in business for more than 60 years, has transformed its marketing strategy and brand recognition on TikTok Shop.

At a Mega Sale on September 9, the brand hosted over 4,000 livestream sessions in collaboration with affiliate marketing creators, generating nearly 50% of its total revenue from the promotion.

Last December, during the super shopping season, the brand sold more than 10,000 cotton pads, achieving a 10-fold increase in revenue compared to the previous year. The brand also ranked second in the cotton pad category on TikTok Shop from February to August 2024.

Similarly, Lavima, a brand focused on gynecological care products, was facing challenges in marketing due to limited consumer awareness.

Creating sophisticated advertising content with accurate scientific information was another difficult task.

However, the brand has turned the situation around by leveraging the influence of affiliate creators and utilizing livestream sales on TikTok Shop.

Instead of presenting dry product information, Lavima collaborated with talented content creators to deliver engaging, accessible content. They also used the livestream feature to answer health-related questions directly, encouraging purchases during the sessions.

According to a brand representative, during its Mega Sale in November 2023, Lavima conducted over 100 livestreams with more than 50 content creators, boosting total transaction value (GMV) by 500% compared to their target, with a return on investment (RoI) exceeding six times their total costs.

In another example, during its Super Grand Opening Day 2024 campaign, luxury cosmetics brand YSL Beauty unexpectedly climbed to third place in the health and beauty category on TikTok Shop.

A YSL Beauty representative attributed this success to their diverse product portfolio, compelling content creation and effective livestream sales strategies.

The brand launched more than 150 videos featuring various product themes and hosted a four-hour livestream with content creator Diep Le. As a result, YSL's search volume on the platform surged, surpassing their targets for gross merchandise value (GMV) and return on ad spend (ROAS).

“At TikTok, we recognize the challenges businesses encounter in driving e-commerce growth while maintaining strong customer engagement,” said Matty Lin, general manager of global business solutions for TikTok Southeast Asia.

“That’s why we’ve developed innovative solutions to help businesses remain creative while building their brands, inspiring discovery and converting engagement into measurable sales. With our new creative ecosystem, we believe it will serve as a solid launchpad for businesses to expand their presence and thrive in an increasingly dynamic digital market," he added.