OCOP products on display at a recent workshop on sales promotion. Besides the abundance in supply, the quality of OCOP products is improved significantly together with transparent traceability. (Photo: VNA)OCOP was approved by Decision 490/QD-TTg dated on May 7, 2018 withthree targets including developing production and business forms; restructuringthe economy to improve income and living standards; and industrialising andmodernising the agriculture and rural sector.
To date, all 63 provinces and cities across the country hasdeveloped a diversity of OCOP products, including 10,322 products withthree-star or higher rating. Especially, 42 products are five-star rated. Thereare 5,361 OCOP producers.
The Hong (Red) River Delta accounts for 31.36% of the total numberof OCOP products, the northern mountainous region 19.8% and the Cuu Long(Mekong) River Delta 18.4%.
At a recent workshop on promoting consumption of OCOP products,Nguyen Anh Tuan, Deputy Director of the Domestic Department under the Ministryof Industry and Trade, said that market development is an important solution toencourage participation in developing OCOP products.
“Vietnamese consumers have formed the habit of choosing reputablebrands. Therefore, it is necessary to build and expand sale points to promoteOCOP products, which plays an important role in bringing OCOP products closerto consumers,” Tuan said.
Besides the abundance in supply, the quality of OCOP products isimproved significantly together with transparent traceability. Many productswith eye-catching designs are successful in promoting the advantages ofindigenous resources and traditional culture, and with quality highlyappreciated by consumers.
OCOP gradually affirms their value and reputation in the marketwith growing revenue even in the difficult times due to the COVID-19 pandemic,contributing to improving income and quality of life for people in urban, ruraland remote areas, and ethnic minorities, he said.
However, Tuan pointed out that the sales of OCOP products facecertain difficulties as there are only few processed products, production scaleremains small and scattered, coupled with low governance capacity of producersas well as limited research and development capacity.
“With limited competitiveness, the implementation results of theOCOP programmes are still below their potential. The competitive advantages ofprovinces and cities, especially the promotion of OCOP products, have not beenfully exploited, especially in the post-pandemic context of weak domesticpurchasing power,” Tuan said.
Pointing out difficulties in developing OCOP products, Dang Quy Nhan,Deputy Manager of OCOP Programme under the Central Coordination Office on NewRural Development, the Ministry of Agriculture and Rural Development, said thatthe number of OCOP products increases rapidly recently but lackssustainability.
“Producers of OCOP products have not been proactive enough,especially in innovation and product development. The results are still limitedcompared to the potential,” Nhan said.
“The trade promotion is still fragmented, lacks uniformity andfails to create highlights or build originality for products.”
Another problem is related to the management and supervision ofOCOP products after recognition. OCOP producers’ access to science andtechnology is limited. Thus, it is difficult for them to promote sales viae-commerce platforms, to shopping centres and supermarkets, Nhan said.
“If you want to sell OCOP products in big cities, you must havee-commerce channels and social networks to introduce products,” he said.
The Government should provide support in training to enhance thecapacity of OCOP producers, thereby promoting innovation to create uniqueproducts which meet consumers’ requirements, he said. “It will take time, butit is a must-do,” he stressed.
It is vital to provide support to OCOP producers in accessinge-commerce platforms in the context of booming e-commerce, Nhan said, urginge-commerce platforms to join with the Government to provide support to farmersthrough training which would facilitate the creation of new products withbetter quality and originality.
“I hope that management agencies, local authorities andenterprises will cooperate to provide support to farmers through creating aseparate mechanism and playground for OCOP products. Specifically, there shouldbe separate areas designated for displaying OCOP products at supermarkets,shopping centres and e-commerce platforms to promote products,” Nhan said.
The aim is that everyone will benefit, including producers,distributors and consumers, from the development and quality of OCOP products,he said.
With regard to solutions to promote sales of OCOP products, BuiNguyen Anh Tuan, Deputy Director of the Domestic Department under the Ministryof Industry and Trade, said that it is necessary to maintain and developexisting distribution channels and promote omni-channel sales.
Along with that, the sales of OCOP products should be associatedwith tourism, cuisine and culture.
“Improving awareness of digital transformation and promoting theapplication of information technology and e-commerce are important to bringproducts closer to consumers and boost production and consumption,” Tuan said.“Besides, the development of OCOP products contributes significantly tosocio-economic development and increasing local people’s income,” he affirmed.
Tuan said that the communication and promotion of OCOP productsneed to be strengthened with the focus on enhancing market watch and brand protectionfor these products./.
VNA
