Hanoi (VNA) - The Autumn Fair 2025 has evolved beyond a cultural and tourism event of the capital, becoming a multi-channel trade platform where Vietnamese enterprises combine in-person and online sales.
From livestreaming product launches to linking with e-commerce sites and engaging audiences on social media, participating businesses are showcasing a dynamic shift in trade promotion in the digital era.
Bringing stalls online
Vianco Marketing Director Nguyen Van Tien said the company saw the fair as a “dual-connection opportunity” to reach both on-site and online customers. Each day, the booth welcomed about 10,000 visitors while coordinating social media livestreams to serve distant buyers.
Vianco also hosted minigames and giveaways to boost engagement, building on its nationwide old bulb exchange campaign. The company has expanded telesales and digital advertising, achieving steady growth.
The multi-channel trend is also gaining ground in construction materials and interior design. At Omega Deco Luxury, sales staff reported that many contractors and dealers discovered the brand online but valued meeting in person at the fair.
Omega now integrates its website, social media and e-commerce channels with live demonstrations. Combining real experiences with digital reach strengthens both customer trust and sales efficiency, a representative noted.
Boosting brand presence
Home appliance maker LazyChef also used live sessions to showcase blenders and multifunctional kitchen products, attracting thousands of viewers. Marketing staff Tran Thi Huong Tra said combining fair promotions with online discounts of 10–20% helped raise total revenue by around 10% within days.
The firm's hybrid model ensures no customer group is missed — those at the fair can test products, while online viewers can order instantly, she said.
Beyond domestic retail, the multi-channel model is paving the way for Vietnamese firms to enter global e-commerce.
Nguyen Duc Hoa of Amazon Global Selling Vietnam said Amazon is partnering with trade agencies to train local businesses in cross-border sales. New participants receive free training and operational support in their first year before moving to advanced capacity-building programmes.
He noted that Vietnamese exhibitors at this year’s fair ranged from large exporters to small OCOP and handicraft producers. However, he cautioned that success requires adapting designs, packaging and branding for international tastes.
Amazon can provide the framework, but transformation must come from the businesses themselves, he said, adding that firms should shift from low-cost goods to high-value, sustainable products aligned with global trends.
The fair shows that the omni-channel model is emerging as an inevitable path for Vietnamese enterprises seeking to stay agile and competitive. By blending physical fairs with digital platforms, businesses not only expand sales but also build long-term connections with domestic and international customers.
For companies like Vianco and LazyChef, livestreaming amplifies their brand visibility, while Omega Deco Luxury and OCOP producers view this as a stepping stone toward cross-border e-commerce.
Thus, Autumn Fair 2025 is more than a showcase — it stands as a living laboratory for Vietnam’s digital trade transformation, where enterprises learn to bridge the physical and virtual markets, propelling Vietnamese products further on the global trade map./.
VNA
