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Bac Ninh turns to digital platforms to promote lychee sales

Updated: 16:02, 02/07/2025

BAC NINH – In an effort to promote Luc Ngan lychee, a signature local fruit, to domestic and international consumers, as well as to introduce its production process and online sales methods, the programme “Luc Ngan Lychee Week – Pride of Vietnamese Produce” has delivered promising results.

Provincial leader livestreams lychee sales

From June 29 to July 3, the event featured vibrant activities with the participation of TikTok Vietnam Technology Co., Ltd., Sendo Farm online supermarket, content creators, farmers and other partners.

PPC Vice Chairman Pham Van Thinh livestreams to sell lychees for farmers.

The highlight was a livestream selling lychees directly from an orchard with ripened fruits on June 29. Viewers were surprised and excited to see Vice Chairman of Bac Ninh provincial People’s Committee (PPC) Pham Van Thinh joining content creators as a digital salesman.

With his witty and approachable style, PPC Vice Chairman Thinh directly introduced unique features of Luc Ngan lychee during the livestream: “When you peel the lychee, it looks like a giant pearl. Big fruit, red skin, small seed, thick juicy flesh – that’s our specialty lychee.”

Besides product introductions, he answered users’ questions about delivery to Hanoi, Ho Chi Minh City and other areas, creating a friendly and authentic interaction. This was the first time a provincial leader had joined an e-commerce livestream to help farmers sell their produce.

The livestream achieved impressive results, with dozens of tonnes of lychee ordered through e-commerce platforms just within the first morning. The event brought Luc Ngan lychee closer to consumers both in Vietnam and abroad, reflecting a shift in leadership mindset toward adopting digital technology to elevate local agricultural value.

The Vice Chairman said: “E-commerce on digital platforms with support from celebrities is an inevitable trend to bring Luc Ngan lychee further, not only domestically but also internationally. It was my first time livestream selling on social media, so I felt nervous and awkward. But thanks to the enthusiastic support of content creators and public affection, I fulfilled my role in introducing Luc Ngan lychee to consumers, boosting sales and supporting farmers.”

Opportunities for local fruit to reach broader markets

Having local officials directly join farmers in selling produce demonstrates their responsibility and solidarity, motivating farmers to improve production processes for cleaner, higher-quality products.

Content creators livestream to sell lychee from orchards.

In 2025, Bac Ninh province plans to prioritise using digital platforms and e-commerce as key solutions for promoting and selling agricultural products, especially lychees.

Numerous comprehensive measures have been implemented, from delivery support and brand building to enlisting influential content creators on digital platforms.

One prominent content creator is Pham Tuan Hai, owner of the TikTok account “MasterChef King”, who has experience in helping farmers sell their produce.

He shared: “I’ve previously helped farmers sell oranges and pomelos here. At first, people worried about quality when buying online, but with an efficient delivery system, the fruits arrived fresh and on time, making everyone happy.”

In under two hours of livestreaming, over 20 tonnes of lychee were sold, mainly to households in Hanoi.

Sharing his impressions after tasting lychees at the orchard, Hai said: “In the city, I only knew lychees as sweet and cooling. But coming here and witnessing farmers’ hard work from cultivation to harvest makes me appreciate each fruit more deeply. The translucent flesh is crunchy, chewy and fragrant – truly a gift of nature.”

Other content creators also expressed excitement as they experienced harvesting lychees. Amidst the vibrant red orchards, simultaneous livestreams on various platforms created a festive and captivating atmosphere.

Their humorous, creative storytelling brought Luc Ngan lychee closer than ever to nationwide consumers. Catchy slogans like “crunchier and sweeter than your ex”, “lychees as fine as first love”, or “why wait? Grab your European-export lychees at a discount this hour” sent social media abuzz, racking up tens of thousands of views and orders within minutes. Watching their sales style, viewers felt compelled to place orders.

According to the Department of Industry and Trade, “Luc Ngan Lychee Week – Pride of Vietnamese Produce” not only featured orchard livestreams but also included e-commerce sales training, promoting digital transformation in agriculture.

This enabled farmers to access digital tools, e-commerce platforms, and market approaches while building brand recognition. The programme concretises the national digital transformation strategy, economic digitalisation, and smart agriculture development goals under Vietnam’s Digital Transformation Programme until 2025, with orientations to 2030, encouraging technological innovation in rural and agricultural development.

Content creators serve as important bridges connecting lychees with domestic and international consumers. Through beautiful frames, engaging introductions and rustic farmer stories, consumers gain not just knowledge of lychee quality but also a sense of human warmth, community spirit and farmers’ dedication each season.

So far, total lychee consumption has surpassed 100,000 tonnes, with domestic sales accounting for roughly 70%. Lychees meeting GlobalGAP standards sold for high prices, over 30,000 VND per kilogram. This success is partly attributed to stronger promotion through digital platforms.

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