On June 21st, THACO AUTO hosted a live streaming event on its official TikTok channels, Kia Ho Chi Minh and Mazda Ho Chi Minh. The program involved introducing products, offering promotional information, and interacting directly with viewers.
THACO AUTO Joins the Live Streaming Community
During the broadcast, THACO AUTO showcased two vehicle models: the Kia New Seltos and the Mazda CX-5, both of which have notable sales performances. The Kia New Seltos was presented with a sports-oriented design and integrated new technologies, while the Mazda CX-5 emphasized exterior design, safety features, and performance.
The two-hour live stream attracted many viewers and interactive comments from users on the TikTok platform. In addition to vehicle introductions and promotions, a team of consultants joined to answer inquiries and present the products’ features.
THACO AUTO shared that they prepared technical aspects such as sound, lighting, recording, and appropriate space arrangement for the program. The selected team of consultants ensured effective product introductions and customer engagement through the online platform.
The live streaming event aligns with THACO AUTO’s strategic direction to develop online business activities, aiming to expand customer reach and enhance interactions across digital platforms.
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Prior to this event, a real estate company, C-Holdings, gained attention for its live streaming home-selling initiative. C-Holdings collaborated with BHS Group to organize a live stream to introduce and sell apartments in Thuân An, Binh Duong Province. The event attracted the direct participation of Mr. Nguyen Quoc Cuong, CEO of Quoc Cuong Gia Lai Joint Stock Company (QCG) and Chairman of C-Holdings.
According to the organizers, the three-hour live stream attracted 151,200 views, over 31,000 comments, 1.4 million likes, and 1,200 customers who left their phone numbers for consultation. By the end of the live stream, 517 customers had placed orders for apartments, totaling VND 800 billion in value.
“Promoting products to the market through all platforms is necessary, and live streaming is a way to reach out to young customers – those with genuine needs,” said Mr. Cuong.
Mr. Nguyen Quoc Cuong stated that this project targets young customers who seek modern designs, comprehensive amenities, and affordable costs. Therefore, live streaming is an effective way for the company to engage with their target audience.
Live Streaming: An Emerging Trend in e-Commerce
Live streaming sales are an emerging trend in the e-commerce market. A recent survey by Shopee on the shopping behavior of Gen Z in Vietnam highlighted that, in addition to collecting vouchers, two-fifths of Gen Z also enjoy watching live streams to hunt for deals. Among the respondents, 84% indicated that an enjoyable shopping experience is a key reason for choosing e-commerce as their preferred shopping channel.
However, this format has also led to several issues, especially with individual sellers, regarding product quality and tax collection challenges.
Major market research companies shared that they are unable to accurately measure the sales figures from live streaming sessions to determine the market size.
A report from Metric, a digital data platform, mentioned that their retail sales statistics on the five largest e-commerce platforms in Vietnam do not include live streaming sales revenue. Explaining their data collection method, Metric representatives stated that with the live streaming sales format, it is challenging to accurately collect data due to constantly changing prices compared to the original prices. As many live streams delete the links after the session, some platforms do not include these numbers in their reports to ensure the most accurate data.
While AI is being employed by platforms to analyze, filter products, and prices, live streaming sessions remain difficult to monitor accurately. According to experts, to assess sales and orders accurately, platforms need to closely coordinate with sellers before live streaming sessions and implement transparent mechanisms with clear information disclosure, such as product registration and pricing…
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