Every OCOP product carries a historical significance and cultural story, created through the experiences of the people and the hands of artisans. It is this unique characteristic that has limited the scientific and technological application of OCOP products, mostly relying on traditional distribution channels.
Diversifying the Access Channels for OCOP Products
So far, nearly 11,000 OCOP products with a rating of 3 stars or more have been evaluated and certified nationwide. This raises the need to promote the consumption of OCOP products in the context where there are more new forms and channels of consumption participating in the market. Some OCOP products have even exceeded national borders, becoming traditional specialty ambassadors of Vietnam accepted by friends around the world. This demonstrates a fundamental change in product quality and an intensified trade promotion through supermarket chains and e-commerce platforms.
Nearly 11,000 OCOP products with a rating of 3 stars or more have been evaluated and certified nationwide.
If in the past, Shan Tuyet ancient tea from Suoi Giang (Yen Bai) was still consumed through traditional means, with consumers having to go there to make a purchase, now the product consumption channels have been widely implemented. As Mr. Dao Duc Hieu, Director of the Suoi Giang Ecotourism Cooperative, shares, all provincial agencies and departments have supported and used this product as gifts for foreign counterparts. The tea product has not only reached Yen Bai province, but has also been present at various ministries, departments, and even the government to serve as the national tea ceremony.
“Suoi Giang tea has also been introduced to 5-star hotels of major global corporations, as well as airport systems serving as on-the-spot exports for international guests. Additionally, the cooperative has also participated in domestic and international e-commerce platforms such as Alibaba.com and Amazon, allowing the product to gradually penetrate foreign markets,” Mr. Hieu said.
Postmart.vn, the e-commerce platform of the Vietnam Post Corporation (VNPost), has been a real support for OCOP products, providing a strong “fresh breeze” and solving the problem of consumption and value enhancement for these products. To date, the e-commerce platform has attracted over 4 million entities with online stores, including thousands of OCOP products with more than 6 million regular customers interacting and shopping on the platform.
Mr. Nguyen The Anh, Director of the Distribution and Business Center of VNPost, said that Postmart has been accompanying individuals in the fastest possible access to consumers, at the lowest cost, while allowing OCOP entities to achieve optimal prices.
“Postmart provides training in expertise, technology, and specialized content creation to help individuals easily place their OCOP products on the e-commerce platform. At the same time, it helps consumers trace the origins of the product and promote it extensively,” Mr. Anh added.
The OCOP product consumption channels have been widely implemented.
Substantial Support for the Success of OCOP Products
OCOP products have affirmed their quality, food hygiene and safety standards, and increasingly attractive packaging, meeting the daily consumption needs of people and as gifts for festivals, Tet, and foreign counterparts. Starting from these established successes and advantages, it is necessary to determine appropriate trade promotion channels to further enhance the value of OCOP products.
Mr. Dang Quy Nhan, Deputy Head of the OCOP Management Division at the New Rural Development Coordinating Office (Ministry of Agriculture and Rural Development – MARD), said that boosting OCOP product consumption has not been without difficulties. Most OCOP entities are small and medium-sized enterprises with limited production capacity, making it difficult to compete with the production lines of large enterprises. In addition, OCOP entities still struggle with limited access to support mechanisms and may not fully meet the requirements.
“In order for OCOP products to expand their reach, entities need direct support mechanisms to enhance information and capacity training, especially in innovation. Support will help produce unique and high-quality products that represent the local community and meet consumer preferences, starting from design, eye-catching and environmentally friendly packaging, to product size and weight standards for convenience in transportation and use,” Mr. Nhan emphasized.
OCOP entities need direct support mechanisms.
According to Mr. Nhan, it is also important for e-commerce platforms and supply units to cooperate with state management agencies to support OCOP entities through training courses and information channels to introduce OCOP products to a wide range of consumers. When consumers themselves understand the value of the products, they will spread the products to more markets, both domestically and internationally.
OCOP products can only develop further if they add value and find the right market. Clear positioning through scientific and technological solutions or the development of an ecosystem with standards for export packaging, OCOP products are fully capable of entering the international market. When Vietnam’s agricultural products in general, and OCOP products specifically, are elevated, they will not only represent mass-produced products, but truly become cultural ambassadors and culinary representatives of Vietnam.
