The Da Nang Department of Industry and Trade has implemented numerous activities to support the enhancement of sales and communication skills of traditional market traders on social networking platforms, gradually resolving the challenges in business operations in traditional markets; contributing to the realization of the digital transformation plan of the Da Nang Department of Industry and Trade for the 2021 - 2025 period and aiming towards 2030.

Tiktokers support traditional market traders with live-stream sales skills. Photo: VAN HOANG

Proactive adaptation

Many years of selling bird's nest products, Ms. Vo Thi Le, a trader at the Non Nuoc Market, Hoa Hai Ward, Ngu Hanh Son District said that, compared to direct sales, the livestream method of selling on social networks bring high efficiency in her stall’s revenue and its image.

Before using this method, Ms. Le and many other traders were very confused, shy and not confident when communicating with customers on social networking platforms. However, after the first training session organised by the Da Nang Department of Industry and Trade in May 2024, she experienced livestreaming herself and received a number of orders and positive feedback from customers.

“In order for traders at markets to access and effectively exploit this sales method, the Da Nang Department of Industry and Trade as well as supporting units need to have in-depth hands-on programmes at each level. I strongly support livestream sales because this is a business method that suits the needs of customers for the time being. If we do not proactively adapt to the burgeoning tech development, traders in traditional markets will have a hard time competing with many shops outside markets.”. Ms. Le said.

At some large markets such as Con, Han and Dong Da, despite being aware of the potential of the livestream sales method, the majority of small businesses still do not implement it in practice due to many factors such as limited human resources, lacking communication confidence. For example, the Con Market has about 1,800 stalls, however the number of traders implementing online sales, livestreaming is very limited. Most small businesses are unfamiliar and confused by the livestream sales method and other e-commerce platforms.

In order to apply effectively, small businesses need to be more confident when promoting their products and brands. The source of goods must ensure quality and origin, enhance commercial civilisation and ensure reasonable prices. ‘Online sales through livestream not only help promote the products of traders but also spread the market brand to domestic and international tourists when they come to Da Nang.”, Mr. Thoai said.

Many support activities and solutions to improve online sales skills are deployed by the industry and trade sector. Photo: VAN HOANG

Focus on supportive solutions

According to Mr. Vo Van Khanh, Chief Representative of the Viet Nam E-commerce Association in the Central Viet Nam - Central Highlands regions, the administration of cities and provinces across the country have supported traders to live-stream sales and develop e-commerce.

In Da Nang, the Association and the municipal Department of Industry and Trade have coordinated to deploy the first in-depth training programme with moduels and comprehensive applications from training, coaching, policies, and goods resources. The most important goal is to gradually change awareness, build up policies, goods sources and create new thinking in the sales strategies.

In 2024, the municipal Department of Industry and Trade will organise many activities to promote the application of e-commerce in traditional markets, support traders to update knowledge and skills to adapt and apply e-commerce solutions, create a pilot model for replication in the city, thereby attracting domestic and international customers to traditional markets, step by step overcoming competitive pressure with new sales trends.

Specifically, heed will be paid to training on livestream sales, communication skills and commercial civilization for traders, launching Mega live-stream stalls at the Con Market, organising a consulting booth to guide live-stream sales, launching promotional programmes to stimulate shopping at the Con Market until the end of June 2024.

Mr. Nguyen Van Tru, the Deputy Director of the Department of Industry and Trade, assessed that the habit of buying and selling goods through live-streaming is developing rapidly, becoming an effective tool to help traders improve business efficiency. This is also the preferred method chosen by many consumers when shopping online through social networking platforms and e-commerce platforms.

In addition, the Department also plans to support traders to participate in famous e-commerce platforms. Changing and adapting to new sales methods of small businesses not only helps professionalise the supply chain of goods and logistics activities in traditional markets, towards smart markets, but also contributes to the  effective implementation of  the city’s digital transformation project.

Reporting by VAN HOANG – Translating by A.THU, P.TRA