Vietnamese companies fully tap livestreaming to boost sales

Vietnamese businesses are increasingly mastering social media platforms like TikTok to boost revenue and drive sales growth, especially as e-commerce continues to trend upwards.

Amid the rise of e-commerce, many enterprises and brands have boldly embraced the latest trends, swiftly adopting technology and digital transformation to attract potential customers and boost sales. They include big players like Duy Tan Plastics, Bong Bach Tuyet, King Green, and emerging brands like Nocturnal.

Leveraging livestreaming for business growth

Duy Tan Plastics, a well-established brand in the plastics industry with nearly 40 years of experience, boasts a nationwide distribution network with over 60,000 retail points.

In July 2023, it officially joined TikTok Shop with the goal of expanding its customer base and fueling new growth. Focusing on household plastic products, the brand achieved a 300% expansion in just over a year, becoming the fastest-growing brand in the Home & Living category on TikTok Shop in Q3/2024.

Speaking about the brand’s growth on TikTok, Nguyen Ngoc Thanh, marketing director of Duy Tan, highlighted the importance of TikTok Shop’s ACE (Assortment, Content and Empowerment) system.

The key to Duy Tan’s success lies in its compelling content strategy driven by ACE’s metrics. By paying close attention to customer engagement data, the firm collaborates with top content creators in the Home & Living sector to produce authentic video and livestream content.

These livestreams often feature product demonstrations, where influencers and Key Opinion Consumers (KOCs) test the durability and quality of the products. With two livestream sessions daily, along with five to 10 special ones each month, Duy Tan has successfully converted thousands of views into sales.

One standout livestream with creator Hoang Vinh VN, which generated over 1,700 orders, marked one of the brand’s most successful sales events.

In addition, the effective use of TikTok Shop’s advertising tools and participation in platform-driven campaigns like "Brand Day" has helped Duy Tan achieve a Return on Ad Spend (ROAS) higher than the industry average across all channels. This success motivates the company to further invest in online channels with the goal of tripling its e-commerce revenue over the next 3-5 years.

Meanwhile, King Green, a rice brand, sold nearly 500 combo packs of 5 kg ST25 rice bags in just 10 minutes during a livestream. Its CEO Nguyen Dinh Trong said that while e-commerce was not initially seen as a viable platform for selling rice, TikTok’s combination of shopping and entertainment has proven to be a highly effective avenue. This trend has given brands like King Queen an opportunity to increase brand visibility, expand their consumer base, and rapidly boost sales.

When Nocturnal, a local fashion brand catering to youth, decided to embrace e-commerce on TikTok Shop in October 2022, it quickly became a strong competitor to larger brands in the fashion sector. CEO Vy Nguyen emphasized that fashion brands are required to quickly update new trends.

"With the data from ACE, we were able to adjust our product offerings quickly, balancing core products with new ones to keep up with the latest trends," said Nguyen. "The data also informed our pricing strategies and promotional efforts, boosting Nocturnal’s competitiveness."

Thanks to consistent livestreaming - two sessions daily since Q3/2024 - and collaborations with content creators, Nocturnal has seen livestream sales account for nearly 60% of its total revenue, with a growth of 251%. In the first half of 2024, Nocturnal’s TikTok Shop revenue increased by 175%.

Founded in 2022, Nocturnal is determined to capture market share and compete with international fashion brands, starting with its e-commerce strategy.

Behind successful livestreams

Not every brand is quick to adapt to digital transformation, and not every company can see exponential growth after a few successful livestreams on TikTok. However, the success stories of Duy Tan, Bong Bach Tuyet, King Queen, and Nocturnal on TikTok Shop highlight how Vietnamese businesses are effectively using e-commerce to drive growth.

Nguyen Lam Thanh, a representative from TikTok Vietnam, emphasized: "The results achieved by these sellers are impressive milestones, underscoring the progress of Vietnamese brands and our strong commitment to supporting the 'Vietnamese people prioritize Vietnamese goods' movement. We aim to help Vietnamese businesses expand their domestic market, enhance their competitiveness, and thrive in the digital economy."

He said the ACE system, developed by TikTok Shop, serves as a cutting-edge tool to elevate e-commerce operations by leveraging real-time data. From optimizing the product range and store pages and creating engaging content to driving growth with integrated advertising solutions, the ACE model has become an invaluable asset for sellers on TikTok Shop.

The TikTok Shop campaign in support of the National E-commerce Week and Online Friday 2024 attracted over 800 sellers, a 50% increase from the previous year. Nearly 4,750 videos were shared by TikTok users, spreading the "Proud of Vietnamese Goods" message widely. More than 900 livestreams were conducted, featuring 83 content creators, including major influencers such as Hang Du Muc, Quang Linh Vlog, PewPew, and Call Me Duy.