On December 19, 2024, the event "Building Local Specialty Brands on E-commerce Platforms", organized by the IDAP project, brought together over 40 small and medium enterprises, cooperatives, and household businesses—prioritizing those led by women and ethnic minority women—from Lào Cai and Sơn La provinces. This event was not only an opportunity for businesses to understand the "rules of the game" on major e-commerce platforms in Vietnam but also to grasp strategies for optimizing sales on Shopee and TikTok Shop.
E-commerce is not just about "posting products and waiting"
One of the key insights shared by Mr. Trần Lâm, the event’s speaker, revolved around a fundamental question: "Do you truly understand your customers on e-commerce platforms?" He emphasized that selling on Shopee is no longer a random endeavor. To succeed, businesses need to have a clear understanding of:
-
Does the market have enough potential? For instance, products like buckwheat cakes have extremely low search volumes, making advertising campaigns an easy way to "burn money."
-
What is your product's competitive advantage? How can local specialties avoid being overshadowed by cheap imports from China?
The story of "external traffic"
A standout highlight of the event was the speaker’s suggestion to leverage "external traffic" as a key to reducing advertising costs. Instead of spending heavily on Shopee ads, businesses can drive customers from TikTok or Facebook to their online stores. A TikTok video with a million views could replace tens of millions of Vietnamese đồng spent on internal platform ads. Lessons from successful businesses revealed that engaging content is truly a "golden tool."
Success is no coincidence
Mr. Trần Lâm also shared his own brand-building journey. His essential oil brand, focusing on practical applications, and his macadamia-based cosmetics brand have consistently evolved to meet market demands. The most valuable lesson he imparted was: "Deeply understand your product and tell a story that resonates with your customers."
A promising future for local specialties
From personal branding to integrating social commerce with e-commerce and optimizing costs, the event affirmed that local specialties can shine if businesses understand how to navigate the mechanics of e-commerce platforms.
The event has ended, but the opportunities are right in front of us. How will you begin telling the story of your local specialties?
