20-9-2024 (HANOI) In a shift reshaping Vietnam’s e-commerce landscape, a new breed of influencers armed with substantial promotional budgets and formidable sales acumen has emerged. These ‘live-streaming superstars’, ranging from celebrated singers and actors to beauty queens and even medical professionals, are vying for supremacy in the burgeoning online sales arena through captivating live streams.
At the forefront of this digital sales revolution is Vo Ha Linh, a social media powerhouse boasting 6.7 million followers. Linh’s live streams regularly attract between 200,000 and 400,000 viewers, a testament to her considerable influence. In a bid to bolster her credibility, Linh has gone as far as documenting visits to Chinese factories, aiming to authenticate the origin of her merchandise.
The competition for live-stream shoppers has intensified to such a degree that a new phenomenon has emerged: Key Opinion Consumers (KOCs) are investing billions of Vietnamese dong monthly to rent expansive LED billboards featuring their likenesses. This aggressive marketing strategy underscores the lucrative nature of the live-streaming business in Vietnam.
The allure of live-streaming has transcended traditional retail boundaries, attracting an eclectic mix of professionals. Dr Tran Duc Cung, for instance, has carved out a niche promoting dietary supplements during his broadcasts. Meanwhile, entertainment luminaries such as Le Duong Bao Lam, Diep Lam Anh, and Ho Ngoc Ha, alongside beauty pageant winners Thuy Tien, Khanh Van, and Ngoc Chau, have all staked their claim in this digital gold rush.
Le Hoang Phuong, Miss Grand International 2023, views live-streaming as not just a substantial income stream but also an opportunity to expand her reach. Actor Hung Thuan, renowned for his role in ‘Dat Phuong Nam’, echoes this sentiment, revealing that his earnings from online sales of kitchenware, men’s apparel, and cosmetics significantly supplement his acting income.
Intriguingly, some of the most triumphant social media sellers are KOCs without showbiz backgrounds. Names like Hang Du Muc, Quang Linh Vlogs, Quyen Leo Daily, and Diep Le have become household names, generating staggering revenues ranging from hundreds of millions to billions of Vietnamese dong per session, with commissions varying between two and 25 percent.
Major brands have adopted divergent stances towards this trend. While Dyson, Samsung, SH, and VinFast have embraced social media sales, Apple has recently instructed its authorised dealers in Vietnam to abstain from selling iPhones and Macbooks during TikTok Shop live streams. Industry experts suggest that Apple’s reticence stems from concerns over price integrity and direct sales impact.
However, the live-streaming phenomenon is not without its controversies. Some unscrupulous streamers have been accused of peddling counterfeit or substandard goods. A Nielsen survey conducted by Le Minh Trang revealed that approximately half of the respondents admitted to being influenced by these digital salespeople in their purchasing decisions.
The pressure to meet sales targets and withstand public scrutiny has taken its toll on some streamers. H.L., a young streamer from Ho Chi Minh City, has openly discussed her struggle with depression due to negative comments on her live streams.
