Brian Jeffrey
Innovative approaches like livestream book sales, although common in other sectors, are a fresh and effective way to engage with audiences within the book industry.
While livestreaming is a growing trend across various fields, its application in the book market is relatively new. Selling books through livestreaming requires not only sales expertise but also a profound understanding of the literary works being promoted due to the unique nature of books as cultural products.
Publishing houses are exploring platforms like TikTok Shop to boost book sales, with collaborations with celebrities and key opinion leaders (KOLs) beginning to emerge in this arena.
On July 17, Hoang Nam Tien, Vice Chairman of the Board at FPT University, engaged in a two-hour livestream on TikTok Shop with Thai Ha Books, resulting in over 800 orders and revenue exceeding 190 million VND.
During a subsequent livestream on August 25 with Alpha Books, Tien achieved more than 400 orders for specialized titles, generating over 310 million VND in sales, setting a revenue record in Vietnam’s book industry within a three-hour period.
Renowned Director Tran Luc, known for selective endorsements, collaborated with Dr. Nguyen Manh Hung of Thai Ha Books in a livestream, gaining over 200 orders and 55 million VND in sales.
In another instance, MC Thanh Bach’s livestream with Thai Ha Books generated sales of 89.7 million VND, with a share of proceeds contributing to a bookcase ATM initiative.
Despite his busy schedule, Hoang Nam Tien’s participation in livestream book sales is fueled by a passion for sharing knowledge rather than solely pursuing wealth.
Tien advocates for a shift towards educational, historical, and informative books as bestsellers to engage young readers further.
Dr. Nguyen Manh Hung, CEO of Thai Ha Books, shares Tien’s enthusiasm for livestreaming book sales, with a shared ambition of fostering a nationwide reading culture through celebrity collaborations.
The involvement of celebrities like Tien, Tran Luc, and Thanh Bach not only boosts sales but also nurtures a vibrant community of book enthusiasts in Vietnam.
Nguyen Lam Thanh, Vice President of VDCA and CEO of TikTok Vietnam, acknowledges the prominence of books on the TikTok platform, underscoring the impact of livestream book sales campaigns on revenue growth and reader engagement.
Celebrities’ participation in livestreaming book sales not only bolsters reading habits in Vietnam but also highlights the evolving ways in which book brands interact with readers today.
