From Skeptic to Success: What Did Chân Phương Achieve?

Lý Hứa Thị Lan Phương, the owner of the Chân Phương brand, has a deep passion for food and a strong desire to share her hometown's specialties with the world. Bird's nest and palm sugar, treasured products from the Ba Mountains in An Giang, have become her focus. However, finding an effective distribution channel for these products proved to be a significant challenge.
Initially, Chân Phương was hesitant about e-commerce platforms, especially TikTok Shop. She believed it was merely an entertainment platform, unsuitable for marketing traditional products like palm sugar. "I thought TikTok was only for young people who enjoy lively and modern content. Palm sugar is very traditional; I didn't think it would fit this platform. But in June, we had the opportunity to join TikTok Shop's training sessions and the OCOP 'Hương Vị An Giang' market. So, we decided to give it a try."
Thus, Chân Phương created the account @yensaovamathoathotnot and began sharing information about palm sugar—from the production process to its wonderful benefits. Through skillful storytelling and well-crafted visual content, the channel quickly gained over 5,000 followers and more than 50,000 interactions.
Reflecting on the transition from traditional business to e-commerce content creation, Chân Phương admits it was a challenging journey. "One of the biggest challenges I faced was packaging and shipping. Glass bottles are very fragile, causing significant product loss. I had to explore many solutions, from changing packaging materials to improving the packing process. Additionally, convincing customers to buy a high-value product on a platform like TikTok required a substantial investment in quality content and community engagement.
From day one, I had to acknowledge that making videos, editing clips, and interacting with the community were completely new to me. But thanks to the encouragement from the community and TikTok Shop's training sessions, I gained more confidence. I learned how to tell the story of my products, choose the right angles to make the content engaging and lively," she shares.
During her first livestream at the OCOP 'Hương Vị An Giang' event on June 29, Chân Phương received support from content creators and sellers on the platform, successfully selling nearly 736 orders and introducing her key products, bird's nest and palm sugar, to consumers. "The results were truly surprising. With TikTok Shop’s diverse e-commerce solutions, especially the shopping cart feature, my worries about reaching customers and the conversion process were alleviated. This feature allows customers to watch product videos, ask questions directly, and make purchases with just a few taps. It helps us save on advertising costs, attract more followers, and build a loyal community of customers," Lan Phương shares.
Chân Phương's story is a clear testament that with creativity and effective use of digital tools, anyone can succeed in business. TikTok Shop is not just an entertainment platform but a creative playground offering comprehensive e-commerce solutions—where small and medium businesses can find opportunities to thrive. Chân Phương’s journey will inspire those dreaming of entrepreneurship and seeking to reach a wider audience with their products.