On July 7th, at noon, a highly anticipated Super Sale event took place on a popular e-commerce platform. The live streaming sessions hosted by influential KOLs and KOCs (Key Opinion Leaders and Key Opinion Consumers) attracted a large number of engaged consumers.
One particular live stream by Heng Du Muc, a well-known TikTok influencer with 3.2 million followers, caused quite a stir on social media. Just five minutes into the live stream, the durian products being promoted were announced as “sold out,” leaving many viewers impressed by Heng Du Muc’s selling skills. Meanwhile, Bui Minh Thao, a durian seller in Ho Chi Minh City, expressed relief that the live stream did not result in a price war.
According to Ms. Thao, the discounted prices offered during the live stream for a 5-kg combo of Ri 6 durians (2-3 fruits) at VND 536,000 (approximately VND 107,000/kg) and Musang King durians at nearly VND 200,000/kg were reasonable and in line with the current market rates in Ho Chi Minh City.
The original listed prices from the seller were VND 715,000 for a 5-kg combo of Ri 6 durians (down from VND 950,000) and VND 529,000 for a 2-kg combo of Musang King durians (down from VND 745,000).
Behind-the-scenes of Heng Du Muc’s durian live sale
In an interview with the Báo Người Lao Động newspaper, Mr. Pham Ngoc Anh Tung, the founder of FoodMap Asia and the seller’s representative, shared that they had sold 12 tons of durians during the lunchtime session. The remaining stock of 3-5 tons would be offered in another live stream session from 7 PM to 10 PM on the same day.
“We have been preparing for this event for over a month, with the goal of selling a full container of durians, ranging from 15 to 17 tons. The majority of the durians are Ri 6 from Dak Lak, with a small quantity of Musang King from Khanh Hoa. Starting from July 7th evening, the orders will be delivered to ensure the freshness and quality of the fruit,” shared Mr. Tung.
He also added that FoodMap Asia has over five years of experience in selling fruits online and has a well-established operational plan, including collaborations with the platform, delivery services, farmers, and KOLs.
Warehouse full of durians ready for the live sale event
“To put it simply, we follow a pre-designed script to ensure a smooth delivery process. For instance, anticipating high demand from Hanoi, we allocated over 50% of our stock to the region. We also only accept orders from customers within our delivery range, ensuring timely deliveries,” Mr. Tung explained.
He further emphasized the challenges of selling fresh agricultural products online but remained optimistic about overcoming them, citing China’s success in this domain. Additionally, the growing demand for online fruit purchases among consumers provides a strong motivation for all stakeholders to work together to address any obstacles.
Learning from Past Experiences in Online Durian Sales
Prior to this event, on May 15th, TikToker Thien Nhan successfully sold 1.2 tons of durians from the Mekong Delta during a live stream, thanks to high consumer demand.
However, Thien Nhan later had to apologize to customers as many of the delivered durians were reported to have compromised quality. As a result, they had to deal with 800-900 kg of returned products. From this experience, Thien Nhan learned the importance of efficient logistics and timely deliveries.
“For future sales, we will handle the shipping ourselves and opt for express delivery within 2-3 days. We will also limit orders to areas where we can guarantee timely deliveries,” Thien Nhan shared.
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