The Power of Collaboration: How PewPew and Độ Mixi Overcame Streaming Struggles

PewPew – the streamer’s real name is Hoàng Văn Khoa, and he has long affirmed his position not just in the game streamer community but also in the field of livestream selling on e-commerce platforms. With over a year of successful forays into online commerce, from small products like wet wipes to high-value items like electric motorbikes, he has established a solid brand and gained the trust of his customers.

Not stopping there, PewPew continues to assert himself by once again taking on the role of an expert at the Judging Council for Better Choice Awards 2024. This is an opportunity for him to share his experiences and perspectives on innovation and the development of consumer products in Vietnam. With excitement and anticipation, PewPew aims to evaluate not just the business aspect but also seek out products that bring real value to consumers.

As the voting round of Better Choice Awards 2024 officially concluded on September 25th, while we await the final results from the Judging Council, let’s chat with PewPew – a council member – to hear his thoughts on resuming his role, his perceptions of the consumer market, and the importance of choosing products that offer practical value.

You were a member of the Judging Council for Better Choice Awards 2023 and have continued this role this year. How do you feel about returning as a judge? What do you expect from the participating products this year compared to previous years?

I’m excited and curious because last year’s products really piqued my interest in this year’s nominees. In many industries that I understand well, as well as areas I don’t directly score, I’m still eager to see the results and learn from other judges and the advisory board. Additionally, I’m looking forward to the gala night because last year I felt the strong Vietnamese spirit and enthusiasm from both the organizers and the audience.

As a member of the Judging Council for Better Choice Awards 2024, how do you view the role of innovation in enhancing the experience of Vietnamese consumers?

I believe that innovation is the core value in building any foundation or product. This is also continuously emphasized by Better Choice Awards through its nominations and awards. Ultimately, everything new or changed is designed to improve lives and enhance the quality of consumer experiences.

In the context of fierce competition among e-commerce platforms, there are opinions that KOLs like you are being ‘exploited’ to increase sales regardless of product quality. Do you feel any pressure from brands, and how do you balance profits and real value for customers?

I can’t speak for others, but personally, I don’t feel that way. I even signed an exclusive contract with TikTok Shop for livestream selling, so all my sales sessions, brands, products, and even the words I use are supervised, consulted, and supported by TikTok Shop. The parties involved are very careful and remind me to be meticulous in my work.

Brands indeed want to sell their products, and that’s true. TikTok wants to increase sales, and customers want to buy good products at great prices. But everyone wants to achieve this reasonably. No partner wants to be penalized for operational issues (warned or stripped of their business rights) and lose their shop or TikTok channel, especially after investing a year or two in building it. If you want to do sustainable business, you have to be serious.

At Better Choice Awards, products are evaluated not only on business performance but also on their relevance and actual benefits to consumers. Do you think this difference helps provide clearer direction to brands when choosing quality products?

Absolutely. Business performance doesn’t just encompass sales but also includes other factors. For instance, profit per product, brand image in the market, and customer feedback through ratings or direct responses. Major and long-standing brands often have multiple product lines to cater to diverse customer needs from various aspects. I always try to find the touchpoints between the product and the customer’s practical needs to create the best connection.

Based on your livestream selling experience, have you noticed any products with great potential to become the ‘better choice’ for consumers at Better Choice Awards this year?

Products must closely align with practical needs, understanding customers’ conditions and desires. When a product is transparent about its quality and pricing, giving customers a sense of security and trust, it easily becomes the ‘better choice.’

Can you share any breakthrough trends or products in the technology field that you’re looking forward to seeing at Better Choice Awards this year?

Personally, I’m particularly interested in highly personalized products and services that simultaneously cater to diverse needs, from entertainment to high-intensity work. Products like laptops, phones, mobile applications, or internet-related devices are areas I’m eagerly anticipating at Better Choice Awards this year.

In building your personal brand and selling online, have you noticed any changes in consumer needs and expectations? Does this reflect the ‘better choice’ criteria of Better Choice Awards?

I wish Better Choice Awards would expand or have multiple versions for different industries, not just electronics, new technology, or automobiles. Because I’ve noticed that today’s customers are very perceptive and knowledgeable. The more information and resources they have, the better they feel served, especially regarding product information and marketing image approaches. ‘Better choice’ is not just about finding the right fit but also about constantly evolving to meet changing customer needs.

With your successful livestreaming and direct interaction with consumers, do you have any suggestions for brands on how to approach and build trust with customers through online platforms?

I strongly believe that after 2030, online shopping will become a fundamental part of life in Vietnam, not limited to shopping but also extending to other needs like entertainment, education, recruitment, news, and other basic necessities.

Therefore, major brands are already building specialized teams to work with online platforms. These teams need to understand online business operations, including sales, marketing, operations, and customer service. These are the fundamental and necessary elements for any brand.

In reality, many big brands, both in Vietnam and globally, still don’t fully grasp how to implement deal campaigns on e-commerce platforms. They don’t even know why or how to execute these discount programs.

In summary, online business is indispensable in the near future of Vietnamese commerce. Brands need to take it seriously from now on, starting by opening their brand channels on platforms like TikTok Shop and others.

You’ve made a distinct shift from an entertainment streamer to a successful online seller. Can you share any challenges and opportunities you’ve encountered in this journey?

I haven’t faced any significant challenges, only seeing numerous opportunities. From customers to partners and platforms, everyone has supported me tremendously. They’ve provided me with income, offered great discount vouchers, supplied good products, and always shared valuable data before and after each livestream for my team and me to learn and improve.

People in the entertainment and e-commerce industries have always been supportive and shared positive information to help me excel in my work. There were days when my sales were slow, and my friend, Độ Mixi, introduced people to my channel to boost sales, for which I treated the team to a celebration dinner. It was fun.

I don’t overly define myself as an entertainment streamer or a sales streamer. To me, it’s all about livestreaming, and the person doing it is a streamer – someone who provides online content. It’s just a matter of which content I focus on more.

AI technology is being applied in various fields. Do you think AI is an effective tool for online sellers? And how can AI enhance the customer experience?

AI can be highly effective in data analysis, such as reading reports, checking figures, and referring to trending products. AI also helps create technical effects during livestreams, making the video more appealing and attractive.

Moreover, AI supports streamers during long livestreams or when there’s a large audience. It aids in effective interaction, ensuring that all customers receive timely responses, whether through comments or chats.

Looking into the future, what other categories do you think Better Choice Awards could develop to better meet the needs of Vietnamese consumers in the digital age?

I believe that home appliances are an area of great interest and attention from customers, but there’s a lack of reliable information or a reputable organization to verify and share knowledge. For instance, a robot vacuum cleaner can range in price from 50 million to 300 million VND, but what are the differences between these products? Or, a Tencel bedding set can cost anywhere from 500,000 to 10 million VND, but what is Tencel, and what’s the thread count? Such information is mostly shared by the brands themselves without objective verification.

Better Choice Awards is a combination of state management, major media outlets, and experts in fields related to commerce, customer experience, and community. If there were more similar events or awards, I’m sure customers would pay more attention and follow them over the years.

Because, ultimately, whether it’s you, me, or anyone else, we don’t mind paying for a better experience and an improved quality of life. But defining what constitutes a ‘better choice’ is a question we constantly need to refine.

Thank you, PewPew, for your insightful and honest sharing. We look forward to your appearance at the Better Choice Awards 2024 gala night on October 2, where the most outstanding products will be recognized and acknowledged by the Judging Council.