Stickler and Veena Media witnessed an impressive display of live-streaming prowess during their observation of over 200 TikTok Shop accounts during the 11-11 Singles’ Day promotions. From November 10 to 12, a total of 464 live-streaming sessions accumulated 1,981 hours, with the event “Double Day” being the year’s biggest sale.
Võ Hà Linh, a prominent “battle god” with 5.2 million followers on TikTok, topped the charts with over 7.7 million views and 145,321 interactions. Linh astonished viewers by attracting over 500,000 concurrent viewers at one point. During the session, this KOL (Key Opinion Leader) claimed to have secured nearly 1.4 million orders.
Established in May 2021, Võ Hà Linh’s company, Công ty CP Thương Mại và Dịch Vụ Hà Linh Official, is headquartered in Vinh City, Nghe An. Its primary business is advertising.
Top 10 KOLs who dominated the 11-11 Super Sale, Source: Stickler and Veena Media
Initially, the company had a chartered capital of VND 2 billion. However, in October 2023, Linh’s company announced an increase in chartered capital to VND 19.5 billion.
Following closely behind Võ Hà Linh was Phạm Thoại, another “battle god,” who garnered nearly 245,000 interactions and 5.7 million views during their live-selling session.
According to a preliminary report by TikTok Shop, Phạm Thoại’s live stream lasted for 14 hours, starting at 11 am on November 10 and ending at 1 am on November 11. At its peak, the stream attracted 52,500 concurrent viewers. Nearly 200,000 orders were placed, with the top-selling products being Cocoon’s gourd cleansing water, Judydoll’s eye palette, and Joykity laundry detergent.
The top 10 KOLs/KOCs with impressive live-streaming performances included well-known names such as Hằng Du Mục, Quyền Leo Daily, Phương Sena, Chảnh Beauty, Ngọc Trinh, and Long Chun…
TikTok recently announced the six nominees for the “TikTok Shop Content Creator of the Year” category at the TikTok Awards Vietnam 2024. These nominees are recognized for their outstanding sales performance on the platform and include Hằng Du Mục (Nguyễn Thị Thái Hằng), Phạm Thoại (Phạm Văn Thoại), Chanhbeauty93 (Nguyễn Thị Kim Xuyến), Bác Sĩ Cung (Trần Đức Cung), Long Chun (Trần Hoàng Long), and PewPew (Hoàng Văn Khoa). They represent the current and future “battle gods” of live streaming on TikTok.
In a recent interview, Phạm Thoại shared that live streaming is not just about selling products; it’s also about entertainment. The key is to make viewers feel comfortable and want to buy because they enjoy the stream and the presenter’s company.
During the 11-11 campaign, Stickler and Veena Media noted that Cocoon, a Vietnamese cosmetics brand offering 100% plant-based and vegan products, stood out with nearly 12 hours of live streaming, accumulating 7,754 interactions and 274,948 views. Cocoon was the most prominent Vietnamese brand in this campaign.
The top 10 also included young retail brands like Lemonade, Yody, and Coolmate, who have quickly embraced the trend of live-streaming sales and achieved impressive results. This indicates that Vietnamese brands are actively embracing digital transformation and incorporating Live Commerce into their growth strategies to increase their online presence.
Sammy Thủy Pham, CEO of Veena Media, commented that the impressive figures from the 11-11 campaign showcase the immense potential for Live Commerce in Vietnam. This will be a driving force in the near future for the development of e-commerce strategies.
The role of KOLs/KOCs is crucial in shaping and developing the Live Commerce market, but they won’t entirely dominate this playing field. Instead, they will work together with brands to create a harmonious and beneficial ecosystem.
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