Are you selling Tet jam and struggling because your fanpage is becoming less effective? Too many people are advertising, interactions are dropping sharply, and ad costs are rising? the solution lies in personal Zalo – a sales channel that is becoming popular thanks to a closing rate 2-3 times higher than Facebook Fanpages. This is not just a trend, but a strategic choice to optimize conversions during the Tet peak season.

Based on experience implementing for over 300+ SMEs in Vietnam, DPS.MEDIA it is observed that: on average, each retail campaign based on personal Zalo has a customer response rate >70%, nearly double that of fanpages. Why is that? Zalo brings a sense of closeness and reliability – which is the decisive factor when customers choose to buy food, especially Tet gifts that convey thoughtfulness.

Fanpages are increasingly being restricted in interaction, while personal Zalo allows one-on-one conversations, personalization, and quickly convincing customers. Additionally, with the Broadcast feature, you can send mass messages without running ads, saving significant costs. For industries requiring quick consultation – like Tet specialties – Zalo is the most powerful closing tool today. Imagine: just by investing in professional personal Zalo content and managing contacts properly, you can earn hundreds of orders per week without depending on Facebook's random algorithms. Want to boost sales during Tet 2024? Start with Zalo, where real customers, real needs, and real orders exist.

DPS.MEDIA is ready to accompany you to build a professional personal Zalo channel – from content strategy to closing scripts. Because in Tet business, faster – more trusted – is a big win.

the role of personal Zalo in wholesale Tet jam strategy for small businesses

Increase response rate and close deals faster through personal conversations

Personal Zalo brings special advantages for small businesses when wholesale Tet jam, thanks to personalization and high engagement. Unlike fanpages that are limited in visibility and often create less intimate connections, personal Zalo accounts feel close like a conversation with an acquaintance. According to research from Nielsen Vietnam (2022), over 78% of consumers trust more when communicating with real people instead of anonymous brands - something that personal Zalo accounts do better than any other platform.

Below is an example from a case study of DPS.MEDIA's customer – a traditional coconut jam producer in Ben Tre:

Build sustainable business relationships through personal interactions

For specific wholesale markets like Tet jam – where trust and acquaintance play a key role – Personal Zalo helps build long-term relationships. Stall owners and provincial agents often prioritize ordering from people they feel “familiar” with through messages and direct video calls on Zalo rather than automated ads.

Here are the reasons why the personalization strategy on Zalo outperforms fanpages during peak season:

• Messages have a read rate >90%, not limited by algorithmic distribution
• Two-way communication, easy to negotiate wholesale prices or renegotiate quantities in the same message thread
• Easily share real warehouse photos, packing videos - increases authenticity

as Robert Cialdini – a behavioral psychology expert – once wrote in “Influence: The Psychology of Persuasion”: “Every communication becomes more effective when people feel they are acknowledged at a personal level.” And here, personal Zalo is the tool that brings that principle into practice effectively.

Compare the effectiveness of personal Zalo and fanpage when closing wholesale orders during peak season

High response rate and strong personalization

According to an internal survey at DPS.MEDIA, during the 2024 Tet peak season, wholesale Tet jam agents using personal Zalo showed that the customer response rate reached 92% within the first 10 minutes of receiving a message, compared to only 28% from fanpages due to long inbox review times and limited display range.

One factor creating a big advantage for personal Zalo is the intimate, close communication space that makes it easy to personalize messages for each customer group. Users active on Zalo tend to trust and respond faster because they are communicating with a real individual, not an automated response system. For example, wholesale customers in Long Bien shared that they find it easier to “discuss prices, choose jam tray sizes and order in large quantities” through a personal Zalo with regular interaction.

Fanpage is limited in visibility, especially when not running ads

According to the Q1/2024 report from Nielsen Vietnam, for a post on a fanpage to reach 20% of organic followers, sellers need to invest a minimum ad budget of 300,000 VND/day. Meanwhile, personal Zalo allows 1:1 access to people with phone numbers, a type of extremely high-quality “genshi data” with a wholesale conversion rate of 30-40%.

emotional reactions and the “communication trust” factor”

In the academic report by Prof. Tran Van Binh (2022) on Tet consumer behavior psychology in Vietnam, he emphasized: “Wholesale consumers are often strongly influenced by the sense of security in personal communication, especially during the days leading up to Tet when they buy quickly and decide fast“. This explains why personal Zalo – with avatars, real online status, and daily interaction – has become the “king” tool during the urgent wholesale closing period.

At DPS.MEDIA, we once ran a campaign for a client distributing Thai Nguyen ginger jam in Central Vietnam. After 5 days of testing, the personal Zalo channel generated nearly 3 times more wholesale orders compared to fanpages – even if the media content is the same. It's not just a number; it's a confirmation that in the context of the rushing Tet market, what makes wholesale customers decide to buy is the feeling of personal connection – not beautiful images.

Leverage personal relationships to increase wholesale closing rate on Zalo

exploit viral effects from personal trust

Personal trust is the foundation that drives faster wholesale purchasing decisions – that is a factor that fanpages almost cannot replicate. Data from Harvard Business ‌Review shows that over 80% of transactions between individuals (C2C or small B2B) are based on acquaintance or referrals from acquaintances.

On personal Zalo, conversations happen more naturally, flexibly, and closely. Sellers can directly:

• Understand the real needs of each wholesale contact
• Provide personalized advice according to each person’s context
• Leveraging “mini word-of-mouth” by sharing in mutual friend groups

Case study: Closed 120kg of Tet jam with just one conversation

A customer of DPS.MEDIA – Ms. Trang, trading Tet specialties - used a strategy of approaching each contact in personal Zalo, focusing on 30 close relationships, including old classmates, former partners, and neighbors.

Result:

Key difference: No advertising. No design costs. Just a suitable conversation script and understanding of relationships. This shows that by shifting focus to the intimate Zalo channel, small and medium businesses can optimize order closing efficiency without a complex marketing structure like a fanpage.

Optimization suggestions for SMEs from a strategic perspective

Based on experience implementing for many traditional brands, DPS.MEDIA recommends:

• Classify relationships in contacts: friends, colleagues, old customers, neighbors, etc.
• Design sample messages: but keep a natural conversational style, personalized
• Take advantage of Broadcast or group messaging by tag: to increase display rate and quick responses

Businesses do not need to become content creation experts to sell wholesale effectively. Sometimes, relationships and understanding people are the strongest marketing assets.

Sustainable tactics for nurturing potential customer lists on personal Zalo

Optimize profile and proactive connections to build credibility

Personal Zalo is not just a place for chatting – it's a “digital asset” if built correctly. First, it's necessary to fully update the avatar, personal description, and image albums that clearly reflect personal brand associated with the product. DPS.MEDIA applied this strategy for a client in the Tet jam business and helped them increase natural friend requests by 421% in just 2 weeks.

Besides, actively “touch” target customers by:

• Making friends from the interaction list in business and traditional cuisine groups
• Inbox New Year greetings or send useful documents before introducing products
• Combine ZNS (Zalo Notification Service) to send personalized content to each group segment

Interspersed content mechanism: 80% value – 20% selling

According to research from Nielsen (2022), modern consumers respond three times more strongly to personalized content compared to normal ad templates. Therefore, personal Zalo should be operated as a subtle nurturing channel. The posting schedule needs to be built according to the 80/20 ratio – in which:

Caring for content in the direction of “share first – sell later” helps increase the closing rate thanks to natural trust from customers. This is a point that fanpages find hard to match, as algorithms severely limit personalized reach.

Use tags and broadcast according to each demand segment

Personal Zalo allows the use of note and friend grouping features – which, when combined with marketing funnel thinking will create an extremely effective mini sales machine.

Below is a segmentation example developed by DPS.MEDIA for a handmade Tet jam supplier:

Correct grouping – standard content – Gentle closing. This is the “Mark – Connect – Shoot” principle that DPS.MEDIA always applies to SMEs wanting sustainable growth on the Zalo platform, especially every Tet season.

How to build trustworthy and inspiring content on Zalo diary to attract wholesale partners

share real journeys – Connect emotions

Wholesale partners do not only care about good prices or attractive profits – they also need trust. When operating a content personalization strategy on Zalo diary, you are holding a “backstage” to tell the brand story in the most intimate and human way.

Based on research from Harvard Business Review (2021), emotional content helps increase the conversion rate by 38% when connecting with B2B customers. Let status lines reflect efforts, workdays with the packaging team, real feedback from old customers, or images of the warehouse preparing for the busy Tet period. Those small details are the most powerful “social proof”.

• Post behind-the-scenes photos of preparing goods, with personalized captions
• Tag wholesale partners, share their experiences
• Continuously update order progress during peak periods

Professional positioning content without being showy

Unlike Fanpages, where content is often limited by algorithms and rigid formats, personal Zalo lets you tell ”stories” with real words – no need for fancy filters. However, each post on the diary should be viewed as a piece of the brand puzzle, with consistent language and long-term oriented content.

According to DPS.MEDIA's customer strategy, 3 pillar content sections should be alternately posted on the diary, including:

Case study: Closed 74 wholesale Tet jam orders with just 28 diary posts

A traditional jam brand owner in Da Lat – a customer of DPS.MEDIA – applied a Zalo diary content strategy 1 month before Tet. With a carefully advised content calendar consisting of 28 posts divided equally into 3 content groups as above, she did not run ads or loud media but still closed more than 74 wholesale orders with a total revenue of nearly 200 million VND in 22 days.

What do all the content pieces have in common? Be real, speak honestly, post regularly and always create personal connections.. Most wholesale customers “make Zalo friends because they see a trustworthy profile, no tricks.”

Optimize tools and features of personal Zalo to serve wholesale sales goals

Effectively exploit “Diary” and “Broadcast Messages” features”

Personal Zalo - if utilized – is a powerful “hidden funnel” for Tet jam wholesalers. Imagine: instead of seeking passive interaction from limited reach on fanpages, Zalo allows you to build more intimate relationships through the feature “Diary”. This is an ideal place to post product content, jam factory backstages, images of wholesale customers receiving large quantities... Authentic, regular daily content will create stronger trust.

Especially, with the “Send mass messages (Broadcast)” through Zalo OA in personal form or secondary sims using chatbot automation, wholesale owners can quickly close series of orders during the peak Tet period. Compared to fanpages limited by the 24h reply rule (Meta's new policy), Zalo proves to be a “strategic card” for remarketing to interested but unclosed customer files.

Build a contact list by segmentation and personalize content

CRM (Customer Relationship Management) mindset applied to Zalo is not far-fetched. DPS.MEDIA once implemented for a Tet jam wholesale agent in Binh Duong with results of increasing the number of orders via Zalo by 220% after just 2 seasons. The secret is to segment contacts by group. such as Northern region agents, new customers added this week, customers who haven't placed a deposit-then create suitable content for each group.

• New customers: Send a series of 3 messages introducing the product, process, and promotions.
• Existing customers: Info on new jam batches, agent prices, and bulk packaging images.
• Potential customers: Send feedback of successful buyers – FOMO effect.

Smartly use price lists & images to increase conversion rates

Some wholesalers only send scattered images via messages, causing confusion for recipients. DPS.MEDIA encourages creating fixed templates with clear, easy-to-follow information. When displayed in a table on Zalo, the response rate increases by up to 371%.

The paradox is that many fanpages with large likes still do not sell as well as properly managed Zalo accounts. Because Zalo allows “real person” interaction in real-time, without AI intermediaries filtering reach, customers can easily ask for prices, deal discounts – closing wholesale orders almost as effectively as traditional face-to-face, but more conveniently.

A solution to expand the scale of connecting and taking care of wholesale customers with optimal costs

Use personal Zalo to increase reach & interaction on a large scale

While fanpages are gradually being squeezed for reach, personal Zalo is emerging as a direct tool helping Tet jam wholesalers optimize their customer networks. According to research from Nielsen Vietnam (2023), Zalo has a 1-1 interaction rate and higher trust level than other social media channels in the user group aged 30 and older – consistent with the customer file which is usually national wholesale agents.

Thanks to features like friend suggestions, contact sharing, and private group chats, sellers can:

• Increase quality connections through mutual friends or customer referrals.
• Take care of old customers via personal broadcast messages.
• Maintain trustworthy relationships by sending greetings, behind-the-scenes photos, and early season price updates.

CRM strategy using spreadsheets + manual automation

Instead of investing in expensive management systems, wholesalers can take advantage of Google Sheets combined with automated messaging tools like SimpleZalo or Fplus to take care of hundreds of customers daily while still personalizing each message. DPS.MEDIA implemented this solution for a Ben Tre coconut jam specialty brand, resulting in: revenue increased by 231% in just 21 days before Tet.

Case study: Achieved 2,100 wholesale orders with just 3 active personal Zalo accounts

The “Tet Que Nha” brand divided the wholesale customer file by North – Central – South regions, each file managed by a personal Zalo account for interaction & care. In 4 weeks of running the pre-order campaign, they did not use fanpages at all, only focusing on message connections, internal livestreams via Zalo groups, and sending direct quotes. This “low-tech” but insight-correct way helped the closing rate reach 78% in the old customer group – a figure that fanpages almost cannot achieve in the competitive environment near Tet.

DPS.MEDIA’s assessment: Zalo is not a new tool, but with creative usage and proper localization, it is making a comeback as a surprisingly effective wholesale platform with costs almost at zero.

valuable lessons

Using personal Zalo accounts to close wholesale Tết jam deals is not just a short-term trend, but also an effective customer approach strategy in a context where consumers prefer closeness, trust and fast response. While fanpages play the role of brand building, personal Zalo is the “soft bridge” that helps create intimate relationships and drive buying decisions, especially in small B2B models like wholesaling.

Based on DPS.MEDIA’s consulting experience for many SMEs in Vietnam, we have found that a flexible combination of official sales channels and personal channels is a necessary strategy. However, to fully exploit the potential of personal Zalo accounts, businesses need to plan communication content, provide attentive customer care, and apply suitable management tools. We encourage you to start by optimizing your personal Zalo profile, building a categorized customer list, and experimenting with refined order-closing message templates for practical results. At the same time, don’t forget to survey market demand for each holiday season to adjust your messaging accordingly.

If you are interested in expanding your customer care strategy via chat platforms, explore more topics related to automation in sales, customer data file optimization, or the art of writing sales messages that are not “spam”. All can contribute to creating a wholesale process that is both streamlined and effective.

DPS.MEDIA is always ready to accompany you to build a suitable digital marketing strategy, helping businesses grow sustainably in the digital age. Please share your views on using personal Zalo to close Tet wholesale – have you tried it, how was the effectiveness? Don't hesitate to leave a comment or join the discussion with us!