Live streaming in Vietnam growing more popular for agricultural business

Farmers in the northern province of Bac Giang now use live streaming to sell lychee

By partnering up with e-commerce sites like Shopee and Sendo, farmers in the northern province of Bac Giang have started live streaming on the platforms to promote their lychee products and improve their earnings.

“With live streaming, millions of customers can keep track of how we harvest lychee,” said a farmer. “We received many orders after each live stream.”

Regarding the activities, Nguyen Dac Viet Dung, chairman of Sendo said, “As the pandemic is growing more serious, we hope to aid farmers to efficiently approach new technologies such as live streaming to form a firmer foundation for the agricultural sector.”

A representative of Shopee also said that the Shopee Farm programme is expected to help farmers to shift to online business models to take advantage of e-commerce like other vendors selling clothes and cosmetics.

Indeed, live streaming for agriculture is an inevitable trend in Vietnam, said Nguyen Hoa Binh, chairman of Nextech Group which operates live streaming skill training institution NextOn.

“Before Vietnam, China was very successful in adopting the live streaming model for agricultural businesses,” said Binh. “Many trends in China also take root in Vietnam and the rest of Southeast Asia in 2-3 three years.”

A prime example for the success of agriculture in e-commerce is Hubei, a Chinese province, where farmers began to sell their produce online with live streaming to overcome the health crisis. As a result, over the first quarter of 2020, revenue from online sales in the province saw an on-year growth of 184 per cent with hundreds of millions of RMBs.

In the 1.4-billion population market of China, live streaming is a core part of online sales and has become a skill most retailers in the country demand from their staff members.

In particular, in last May, the country’s Ministry of Labour and Social Security listed retail live streaming as one of the top 10 new sectors generated by Industry 4.0.

As of the end of 2020, China had about 600 million people purchasing goods after watching live streams, and 250 million vendors (16 per cent of the country’s population) have adopted the business.

As the pandemic grew more serious last year, live streaming has became a lifebuoy for all corners of Chinese society. Leaders of local authorities, billionaire Jack Ma, small- and medium-sized enterprises, and even farmers use live-streaming services.