Livestream application opens up the way of consuming chrysanthemum mums
Due to weather impacts, about 30% of the chrysanthemum mums area in Cho Lach flower village bloomed earlier than expected this year. Flowers blooming when the Tet market has not yet entered its peak has caused many gardeners to worry, because if they are not sold in time, selling prices may drop sharply or be rejected by traders.
Faced with that situation, the Department of Industry and Trade coordinated with Viettel Post, TikTok Vietnam and Cho Lach Commune People's Committee to organize a livestream program selling flowers directly at the garden. Many TikTokers and KOLs were invited to participate in promoting Tet flowers, connecting gardeners with consumers across the country through digital platforms.
As soon as livestream started, the number of viewers increased rapidly, and orders were closed continuously. TikToker Hoang Nam said that images of chrysanthemum mums in the garden created trust and attracted buyers from many localities.
According to TikToker Hoang Nam, buyers are not only from the North and Central regions but also from Con Dao and Phu Quoc. Many viewers actively share livestreams, joining hands to support chrysanthemum growers.
Ms. Pham Thi Hue Tu in Cho Lach commune said that this year she planted nearly 1,000 chrysanthemum pots, but about 40% of the flower area bloomed early. If there is no timely solution, the family risks heavy losses.
According to Ms. Tu, selling flowers through livestream helps gardeners directly reach buyers, limit dependence on traders, proactively manage selling prices and reduce risks when the market fluctuates.
Holding my phone to watch young people livestream selling each pot of flowers in the garden, I am very happy. Pots of chrysanthemums that seemed difficult to sell are now gradually having owners, and people are also less stressed before Tet," Ms. Tu shared.
More than 1,800 chrysanthemum pots sold at livestream
According to the organizers, after just over 2 hours of live broadcast, the program recorded 932 orders, equivalent to over 1,864 pots of chrysanthemum mums consumed. This result far exceeded initial expectations, contributing to relieving great pressure for gardeners with early blooming flowers.
The rapid increase in orders during the livestream shows the clear effectiveness of applying the digital platform to agricultural product consumption. Not only selling flowers, the program also helps spread the image of the flower village, creating connections between growers and consumers in many provinces and cities.
Mr. Pham Phuoc Ngai, Deputy Director of Vinh Long Department of Industry and Trade, assessed that this is a timely and appropriate solution in the context of market fluctuations. Bringing ornamental flowers to digital space helps farmers gradually change their production thinking and access more modern business methods.
The program has coordination between the Department of Industry and Trade, Viettel Post, TikTok Vietnam and local authorities, forming a synchronous support chain from promotion, check-in to transportation," Mr. Pham Phuoc Ngai said.
According to Ms. To Lan Phuong - Director of Viettel Post Vinh Long, the unit has arranged many livestream points right in the garden, and at the same time mobilized manpower and vehicles to ensure flowers are packaged and transported quickly to customers.
The success of the livestream session not only helps in the immediate flower consumption but also opens up a new direction for the local ornamental flower industry. Combining agriculture with e-commerce will be a sustainable trend, helping gardeners be more proactive in the face of market risks," Ms. Phuong said.
