After a business trip to China, Mr. Duong Trong Nghia, co-founder of Lemon Digital and CEO of KP3 Agency, assessed that livestreaming is becoming the "heart" of the country's e-commerce industry.
In fact, despite being strictly controlled by authorities and online sales platforms, livestreaming activities in China are increasingly strong. Mr. Nghia cited: "90% of trading transactions are through e-commerce. Of which, livestreaming is the form that generates the most orders."
Compared to China, Mr. Nghia assessed that the livestream market in Vietnam is still new and is about to enter a professional phase, when shop owners and livestream sellers are about to undergo an inevitable "purification", which, according to him, needs to be viewed in a positive light.
The real challenge of livestreamers
Recently, the draft Law on E-commerce proposed to specify the responsibilities of e-commerce platform owners, sellers and livestreamers. Livestreamers (people who directly appear and introduce products) must provide information to e-commerce platform owners for identification and electronic authentication.
Livestreamers are prohibited from providing false or misleading information about the uses, origin, quality, prices, promotions, warranty policies and other content related to goods and services.
At the same time, livestreamers must comply with the advertising content that has been confirmed by competent authorities for goods and services that are required by law to confirm advertising content; ensure that the use of language, images, costumes, and behaviors does not violate social ethics and customs during the livestream sales process...
During the sharing session with Knowledge - Znews, Mr. Nghia has repeatedly emphasized that identification in particular and the draft Law on E-commerce in general are not major barriers for entities participating in livestream sales activities. After many years of observing the market and consulting customers, for Mr. Nghia, the real challenge in this industry lies in livestream skills, the ability to find sources of goods and create profits.
"For newcomers, identification is like an entrance procedure when registering for school, to ensure they comply with regulations. For those who have participated in the livestream and e-commerce market, if they still maintain old thinking and do business without responsibility and transparency, they deserve to be left behind. On the contrary, those who accept and meet the requirements will have the opportunity to compete more transparently and healthily," Mr. Nghia frankly shared.
In addition, identification can help authorities control taxes, but this is only one of many measures of the state to manage and collect taxes effectively, according to experts. Basically, business people have been obliged to comply with tax laws from the beginning, so the draft new Law on E-commerce does not create a large additional burden.
"The idea of tax avoidance is currently considered impossible, instead, business people can only find ways to optimize taxes legally," Mr. Nghia analyzed.
Is livestreaming in Vietnam still lucrative?
In the context that the Vietnamese livestream industry is going through a difficult period when it is entangled in a series of scandals about product quality, as well as the private lives of KOLs and KOCs, Lemon Digital experts emphasize that the livestream industry in Vietnam still has great potential and will develop further, but only belongs to professionals who are willing to follow the rules of the game.
According to Mr. Nghia, any market in its early stages is open for everyone to participate and make money. However, when the market develops to a certain level, along with regulations from state agencies to eliminate unqualified traders, at the same time create fairness for those who are serious.
Instead of suffocating the market, setting conditions will filter out those who do not meet them, avoiding market chaos.
Currently, agencies and major brands are investing heavily in livestreaming, building many specialized livestream rooms with expensive equipment. "This serious investment proves that livestreaming is bringing in sales efficiency and is no longer a losing investment as feared in previous years," said Mr. Nghia.
After many incidents of KOLs and KOCs livestreaming, false advertising, selling fake and low-quality goods, and more seriously, affecting the health and lives of consumers - this explains why electronic identification and authentication along with a series of other regulations for livestreamers are necessary and should be implemented, according to Mr. Tran Lam, e-commerce expert and founder of the Julyhouse & Macaland brand.
Experts believe that based on the cost and profit calculation, some people may decide to stop livestreaming to switch to other more effective business methods. On the contrary, those who are determined to do business long-term, seriously and professionally will continue to stick with it.
"This is the force that helps the livestream industry develop in a more sustainable and stable direction in the long term," Mr. Lam affirmed.
Source: https://baoquangninh.vn/livestream-het-thoi-beo-bo-3378143.html
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