Food producer KIDO Group Corporation has announced plans to develop an entertainment and e-commerce channel on TikTok to stimulate consumption, promote trade activities on social media and help companies connect with consumers.

It seeks to make Entertainment & E-commerce (E2E) channel, launched late last week, a place to post interesting videos reviewing fashion, food and product experiences.

It will regularly carry entertainment performances and exclusive entertainment videos in co-operation with international and local media and entertainment corporations.

The launch is a response to the boom in social marketing, with combined entertainment-trade activities and live-stream shopping becoming a trend, and consumers preferring to have shopping and entertainment experiences at the same time.

Trần Lệ Nguyên, CEO of KIDO Group, said: “E-commerce and live stream … directly connect manufacturers, brands and consumers. This trend is forecast to continue.”

Currently livestreaming is only done on TikTok by key opnions leaders (KOLs) and key opinion consumers (KOCs) individually.

The launch of E2E is expected to bring business opportunities to enterprises, especially SMEs who have been suffering and only gradually recovering from the COVID-19 pandemic and economic challenges by advising and helping them with promoting and marketing.

Those that join can take advantage of its logistics system and TikTok’s information about customer behaviour in various areas.

At the launch, KIDO Group signed up a number of companies and associations.

They included, for the first time, a shopping mall that sells authentic branded products. — VNS