"Online to understand - Offline to do": People in Lao Cai enthusiastically learn and put into practice building sales channels

To support individuals, businesses, and household businesses in enhancing their e-commerce application capabilities, from September 7-10, 2026, the Lao Cai Provincial Investment, Trade and Tourism Promotion Center, in collaboration with the Center for E-commerce and Digital Technology Development (eComDX), successfully organized an intensive training course on digital branding and livestreaming skills on the TikTok platform.

"Learn as you go, apply what you learn immediately."

The program takes place over 4 days using a flexible hybrid model: 2 days of online learning to provide foundational knowledge and 2 days of field practice in Lao Cai. The training course aims for a "hands-on" approach, emphasizing practical application to help participants quickly master digital business tools.

The training content focuses on the following key skill sets:

Compliance with the digital legal framework: Providing community standards, trade policies, and relevant legal regulations to build a transparent and safe business model, limiting the risk of violations in the online environment.

Channel positioning and development: A strategic guide to shaping personal style, building a consistent business profile, and optimizing reach to potential customers.

Content production and technology application: Equipped with professional video shooting and editing techniques using CapCut application; simultaneously applying artificial intelligence (AI) to scriptwriting, content planning, and operational performance optimization.

Livestreaming skills: Practice your presenting style in front of the camera, manage broadcast situations, and close multi-channel sales deals using real-world accounts.

Overview of the in-person conference in Lao Cai

Mr. Nguyen Huu Tuan, Director of eComDX, believes that the approach of "understanding the law - grasping trends - knowing how to do it - directly practicing" helps trainees acquire knowledge in a systematic and organized manner, gradually transforming it into skills and effectively applying them in practice. This structured training program will help businesses, cooperatives, and production and business establishments in Lao Cai province become more confident, proactive, and effective in participating in and exploiting the online business environment.

Sharing Mr. Tuan's viewpoint, Mr. Vu Quy Dung - Representative of the Leadership of the Investment, Trade and Tourism Promotion Center of Lao Cai province - hopes that businesses, cooperatives and production and business establishments in the province will  "learn as they go, apply what they learn, and gradually build and perfect their business methods in the digital environment."

Mr. Vu Quy Dung - Representative of the Leadership of the Investment, Trade and Tourism Promotion Center of Lao Cai province, delivered the opening speech on September 9th.

"We consider this not just a training course, but also an activity in the process of accompanying and supporting businesses and cooperatives to improve their capacity for trade promotion and market development, " Mr. Dung emphasized.

Compliant with regulations - Stable business - Sustainable development

At the conference, Mr. Tuan focused on sharing practical knowledge to help businesses in Lao Cai proactively adapt to the rapid development of e-commerce and the digital business environment. Accordingly, Mr. Tuan presented an overview of the development of e-commerce in Vietnam, the new trends impacting business operations, and pointed out issues that businesses, cooperatives, and household businesses need to consider when participating in the online market. He also guided businesses in identifying business models in the e-commerce and social media environment, thereby helping businesses, cooperatives, and household businesses choose suitable models, gradually implement them in practice, or form innovative startup ideas based on product advantages, market, and digital platforms.

Mr. Nguyen Huu Tuan shared this during the online class.

Besides sharing professional knowledge, Mr. Tuan directly addressed the difficulties and obstacles encountered by participants in the conference regarding their business practices on digital platforms. 

With the overarching motto of the presentation being "Compliance with regulations - Solid business - Sustainable development," the Director of eComDX hopes that businesses, cooperatives, and household businesses in Lao Cai will not only "know about e-commerce," but more importantly, know how to choose the right model, implement it correctly, sell effectively, and build sustainable business operations in the digital environment.

Each video is an opportunity to test an idea.

Following the important theoretical foundations of Laws and Decrees, the specialized topic on e-commerce on social media platforms and TikTok Shop, presented by Ms. Tran Quynh Trang, helped students access practical thinking and methods for building channels, developing content, and gradually transforming content into commercial value.

At the conference, Ms. Trang shared a key takeaway: the "trial and error" strategy – viewing each video as an opportunity to experiment with ideas, presentation, and content format, thereby observing viewer reactions, analyzing data, and continuously making adjustments.

Based on that foundation, Ms. Trang emphasized that clearly defining the content direction for channel development is a crucial factor in establishing identity and achieving sustainable growth. Channels need clear positioning, defining core values, differentiating factors, and target audience; prioritizing engaging content that builds trust and community before focusing on sales.

Ms. Tran Quynh Trang shared this during the online class.

The lively interaction between instructors and trainees at the end of the training session helped businesses, cooperatives, and household businesses in Lao Cai to further motivate them to develop a content creation mindset based on experimentation, data, and continuous adaptation, creating a foundation for a TikTok channel with its own unique identity and long-term development.

AI helps build a diverse "idea repository".

The workshop on applying artificial intelligence (AI) in content creation and development was presented in a practical manner, linked to the real-world needs of businesses, cooperatives, and household businesses in Lao Cai. Instead of simply using AI to "write an advertisement," participants were guided by Mr. Cao Qui Long on how to think systematically to generate ideas, develop content plans, and transform product values ​​into stories that resonate with customers.

Mr. Cao Qui Long shared this during the online class.

During the presentation on AI applications, Mr. Long emphasized the overarching message: AI should not be seen as a tool to replace human business people, but rather as an assistant to support thinking, creativity, and content organization.

With numerous sample prompts provided in the lecture, Mr. Long helped students practice using commands effectively. Furthermore, by formulating targeted commands, AI can become a tool to help businesses build a diverse "idea repository." Mr. Long noted that the more specific the input information, the better the AI ​​can generate ideas that closely match the product and target customer.

Effective livestreaming skills: From attracting viewers to closing sales. 

To create an effective livestream, you need more than just a good product or a skilled host; you need a well-prepared script, effective coordination, and skillful interaction. Therefore, during the training program in Lao Cai, Ms. Pham Phuong Thuy, a representative from eComDX, guided the trainees in practicing livestream sales skills on e-commerce platforms.

Explaining why local businesses should livestream, Ms. Pham Phuong Thuy said that livestreaming not only introduces and promotes products but, more importantly, helps businesses bring the story of the land, people, production process, and product value directly to customers.

In particular, for specialty products, OCOP products, agricultural products, and products with regional characteristics, livestreaming not only helps introduce products but also creates opportunities for businesses to answer questions, handle issues, receive feedback, and close deals directly during the live broadcast.

Ms. Thuy believes that an effective livestream session should begin with an "impressive opening," followed by identifying and exploiting the "customer's pain points," providing "product information," clarifying "the product's superior features," offering "attractive promotional deals," and finally, "encouraging purchases." Each step has a specific goal: retaining viewers, creating empathy, increasing trust, persuading, and motivating purchases.

Ms. Pham Phuong Thuy shared this during the online class.

According to Ms. Thuy, effective livestreaming is not simply about "going live and selling." It's a process that combines understanding customers, building content, creating interaction, complying with platform regulations, and maintaining consistent operation. Therefore, Ms. Thuy emphasized that livestreaming can become an important tool for both brand promotion and market expansion, boosting product consumption in the e-commerce environment.

When the villagers enthusiastically built the canal

After completing two days of effective theoretical training, the trainees moved on to two days of practical training under the guidance of instructor Pham Thi Thu Huong.

Ms. Nguyen Thi Thu Huong shared this at the conference.

Continuing the knowledge imparted over the previous two days, instructor Thu Huong joined the people of Lao Cai in building the Titok canal by inspecting existing canals, registering to build a new canal in class, and outlining a 30-day construction plan.

The students enthusiastically practiced the very basics of creating their own channel; preparing props and backgrounds; how to take photos and videos… and how to upload them to TikTok, how to edit the content and uploaded products…

The students enthusiastically participated in livestreaming practice in class.

Many channels run by trainees, such as Son Hai Foods, Tay Bac 24 Agricultural Products, and Cao Chien specializing in Vietnamese agricultural products, have been the subject of discussions between instructors and trainees. They have identified strengths and weaknesses, and subsequently found suitable directions for the future.

Lecturers and students take a commemorative photo in Lao Cai.

With a 4-day curriculum designed using the "Online to understand - Offline to do" approach, the training course received positive feedback from numerous participants thanks to its practical curriculum that directly addressed bottlenecks in online sales operations. Many participants expressed their joy at receiving a wealth of useful knowledge, helping them feel more confident when livestreaming on TikTok. Ms. Thuy Tran shared: "The time spent in the training class was truly wonderful. I have significantly improved my video creation, editing, and TikTok and Capcut skills. I hope the organizers will continue to hold more useful classes like this and open more advanced classes ."

Expressing his gratitude to the course instructors, Mr. Bui Minh Manh stated that the teachers possess extensive professional knowledge and practical skills. He added that the students not only received knowledge and had effective hands-on practice sessions, but also absorbed positive energy, enthusiasm, and passion for the profession from the instructors.

The training course between the Lao Cai Provincial Center for Investment, Trade and Tourism Promotion and eComDX is an important foundation for promotion units to continue coordinating and implementing more in-depth training programs, contributing to promoting digital transformation in trade in localities in the future.