Supporting agricultural product consumption

Amid rapid digital transformation and the strong growth of e-commerce, many provincial and commune-level officials have proactively turned to livestream selling to help local people market their agricultural products. This innovative approach leverages social media to reach customers quickly, directly, and on a broad scale.

Livestreaming allows products to reach consumers immediately without going through multiple intermediaries. Sellers can directly introduce production processes and product quality, thereby building trust among customers. The approach helps farmers secure stable outlets for their produce, address the recurring issue of bumper harvests accompanied by falling prices, and expand markets beyond local areas. Beyond sales, livestreaming also serves as a channel to promote the image, culture, and people of local communities. When local officials participate directly, residents feel supported and accompanied, helping strengthen public trust in grassroots authorities.

Several local leaders have personally livestreamed agricultural products, creating a strong impact in supporting farmers’ product consumption. Pham Van Thinh, Vice Chairman of the People’s Committee of Bac Ninh Province, once stood in the middle of a lychee orchard to livestream sales, and within just six hours, more than 54 tons of lychees were sold. Meanwhile, Le Van Binh, Secretary of the Party Committee of Phuong Duc Commune in Hanoi, proactively developed digital communication channels, directly managed content, and guided local residents in online selling skills. In Tuyen Quang Province, Bi Quang Thach, former Vice Chairman of the People’s Committee of Bang Coc Commune, independently created the YouTube channel “Quang Thach Vlog” and a TikTok account to promote local agricultural specialties such as indigenous ducks, chickens, oranges, cucumbers, and napa cabbage. Through these videos, traders were able to directly contact farmers to purchase their products.

This initiative is considered one of the practical administrative reform models closely linked to everyday life, where officials not only perform management duties but also accompany local people in economic development and the application of digital technology in agriculture, contributing to the building of modern rural areas. Livestreaming agricultural products is a creative and effective approach that not only helps farmers sell their produce but also enhances the credibility of grassroots authorities in standing alongside local communities and residents.

Nguyet Hang