For the time being, the producers of many OCOP (One Commune One Product) and rural industrial products in Da Nang still find it hard to put them on e-commerce channels for sales, instead of being through traditional sales channels as currently. Relevant local agencies have been active in supporting these OCOP businesses in handling this issue, thereby helping promote product brands and expand consumption markets, especially during the coming Lunar New Year 2022 (Tet).

The Da Nang Industry and trade industry and technology enterprises have supported the putting OCOP products on e-commerce channels. Customers are observed visiting the booth displaying OCOP products at the ‘Supply - Demand Connection 2021’ organised by the Department of Industry and Trade on November 26, 2021. Photo: VAN HOANG

Many problematic issues needing resolving

Since 2020, Da Nang has seen the development of 26 products recognised as OCOP items, of which 11 meet the 4-star standard whilst the rest are 3-star. Through recent surveys, the majority of the OCOP businesses operating throughout the city are small-scale production units with limited production scale and experience in promoting product consumption, especially on e-commerce platforms.

According to Ms. Nguyen Thi Hong Thu, the CEO of the Bac Dau Co., Ltd, an enterprise developing 3 OCOP products, namely dried mackerel, squid, and catfish, the Bac Dau Co., Ltd., based in Tho Quang Ward, Son Tra District, said that, one of the difficulties currently facing some local OCOP enterprises is how to find consumer markets for production maintenance.

In addition, the preservation and transportation of products, especially frozen products and foodstuffs also challenges these businesses during their attempt to put their ‘brainchildren’ on e-commerce channels.

“How to keep product quality intact during the processes of packaging, transporting and delivery to customers is ‘a headache’ troubling us. Besides, the number of OCOP products in the city is still small and their popularity is not high, so consumption rates via e-commerce channels are still limited,” said Ms. Thu.

Many supportive schemes for OCOP production facilities

According to Mr. Vo Van Khanh, representative of Viet Nam E-commerce Association (VECOM), in order for small and medium-sized enterprises, production and business establishments to seek berths on e-commerce sites, the prerequisite is the readiness of products and services which must ensure quality and clear origin.

At the same time, it is necessary to gradually build an online sales platform, in parallel with developing personnel with online sales methods and skills.

On the other hand, the stages of packaging, preserving and transporting goods need to be changed to match with the current trade trends.

It is also a need to have a strategy for long-term development of both online and traditional sales channels for OCOP products.

Customers are seen selecting OCOP products for purchase at the ‘Supply - Demand Connection 2021’ organised by the Department of Industry and Trade on November 26, 2021. Photo: VAN HOANG

“In the coming time, we will organise human resource training, build an ecosystem of e-commerce solutions, and satisfy the appropriate needs of small and medium enterprises and production establishments. Along with that VECOM will join hands with the Da Nang Department of Industry and Trade to directly support OCOP businesses in using relevant solutions when participating in sales on e-commerce platforms”, affirmed Mr. Khanh.

The Viet Nam Post has worked closely with Vietnamese localities to put high-quality and typical agricultural products onto Postmart.vn for sales, including OCOP products.
Evaluated as an optimal solution, in line with the development trend of 4.0 Industry technologies in providing a closed solution from product updates, sales, delivery to payment, Postmart is one of E-commerce platforms selected by localities to promote the consumption of specialty products.

In Da Nang, the city’s Post Office has supported the introduction of a number of agricultural products and essential goods to potenmtial consumers via their presence on Postmart.
Also in another supportive move, the National Agricultural Promotion Centre has just launched the ‘Agricultural Promotion Fair’ at http://phiencho.khuyennongvn. gov.vn with an aim of speeding up the consumption of agricultural products, including OCOP ones.

In reality, that ‘made-in-Da Nang products are available on e-commerce platforms not only helps manufacturers reach out to more potential consumers, expand consumption markets, but also facilitates the city to widely publicise products of clear origin and quality assurance”, added Mr. Dang Van Hong, Director of the Da Nang Fisheries - Agriculture - Forestry Promotion Centre.

The OCOP model made its debut in 2008 in Viet Nam, following the model of Japan-initiated ‘One Village, One Product’ and Thailand-developed ‘One Town, One Product’.

It is an economic development programme for rural areas focusing on increasing internal power and values, which is also meant to help with the national target programme on upgrading rural areas.

Reporting by VAN HOANG- Translating by A. THU