Promoting consumption of OCOP products and craft villages through e-commerce channels

Ha Nam is a locality with many traditional craft villages with unique products imbued with local culture. Not outside the trend of digital transformation, in recent times, craft villages and OCOP product owners in the province have promoted the development of e-commerce, opening up many opportunities for local products.

Developing e-commerce is an inevitable trend in commercial business activities in general, and in craft villages in particular. Through this consumption channel, OCOP products and products of craft villages are more easily accessible to consumers, thereby increasing income and competitiveness of products. In addition, e-commerce is also an important product promotion channel, helping craft village products reach further, overcoming the "village bamboo fence" to be present in major distribution channels nationwide and for export.

According to the Department of Agriculture and Environment, the province currently has 32 traditional craft villages and 26 operating craft villages; there are over 150 OCOP products with 3 stars or more. Up to now, many craft village products and OCOP products of the province have become famous nationwide; exported to foreign markets, such as: Cheu village rice paper, Nhan Hau braised fish (Ly Nhan); Nha Xa silk, Doi Tam drums, Ngoc Dong bamboo and rattan weaving (Duy Tien); Thanh Ha embroidery (Thanh Liem); Do Hai fine art horns, Voc wine (Binh Luc)... In reality, craft villages and OCOP product owners are increasingly interested in trade promotion, promoting multi-channel sales, promoting products on various social networking platforms and e-commerce trading floors.

Traditional rice paper products from Cheu village, Nguyen Ly commune (Ly Nhan) are promoted and consumed on the Shopee e-commerce platform.

Mr. Nguyen Van Hieu, Director of Hai Dang River Aquatic Products Cooperative (Thanh Son Commune, Kim Bang) said: Up to now, many products of the cooperative have been recognized as 4-star OCOP products such as braised fish, fish floss, and fish cakes. After being recognized as OCOP products, along with actively participating in fairs, exhibitions, and conferences connecting supply and demand of goods organized by provincial departments and branches, the cooperative also promoted digital transformation, built websites, fanpages, registered accounts to introduce and sell products on the province's e-commerce trading floor and some famous domestic e-commerce trading floors. Thanks to that, the cooperative's products are increasingly known to consumers nationwide; consumption output increases, and the consumption market is constantly expanding.

In traditional craft villages such as Nha Xa silk weaving, Cheu village rice paper, Doi Tam drums, etc., production and business households have skillfully combined traditional business methods and e-commerce to increase customer access and expand the product consumption market. According to the feedback of many businesses and business households, putting products on e-commerce platforms and broadcasting live on social networking platforms such as Facebook, TikTok (livestream) has helped sales revenue increase by about 30% compared to just selling directly at stores as before. In particular, through livestreams, many customers in the Central and Southern provinces, even abroad, have learned about the products and placed orders.

Mr. Tran Van Tuong, Chairman of the Cheu Village Rice Paper Association (Nguyen Ly Commune, Ly Nhan) said: Many establishments producing, trading and distributing craft village products have accounts on major e-commerce platforms such as Shopee, TikTok Shop... Therefore, the products made not only serve the consumption needs of local people but now this traditional product is present in all regions of the country, even exported abroad. In recent years, each year, Cheu village has achieved sales revenue of about 60 billion VND, of which more than 30% of products are exported abroad; the rest are consumed in supermarkets, shopping centers and sold to the market through traders and traditional markets.

It can be seen that e-commerce has become a modern business method, bringing high economic efficiency to craft village products and OCOP products today. However, the biggest difficulty that craft village products are facing when doing business on e-commerce platforms is that craftsmen still have limited skills. Accordingly, in recent times, the provincial departments and branches have implemented many solutions to support enterprises, craft village cooperatives, and OCOP product owners to develop e-commerce. From 2021 to present, the Department of Science and Technology, the Department of Agriculture and Environment have coordinated with the Provincial Post Office , Viettel Ha Nam Postal Branch to create over 11,000 accounts for production households and support about 40 production households with 250 agricultural products and OCOP products of the province on e-commerce platforms such as: Voso, Postmart...; Support dozens of agricultural production facilities to put products on the traceability system of agricultural, forestry, aquatic and food products of Ha Nam province, so it is very trusted by customers.

Mr. Hoang Chi Dung, Deputy Director of the Department of Industry and Trade, said: The scale and quality of e-commerce transactions of production households and enterprises in the province are still low. Most enterprises have not invested properly in e-commerce, but only consider it as an auxiliary sales channel. Therefore, in the coming time, the Department of Industry and Trade will actively coordinate with authorities at all levels to strengthen propaganda work, support people and enterprises to promote the application of e-commerce in production and business; continue to effectively implement the Project "Training and developing human resources for e-commerce in Ha Nam province"; coordinate with the Department of E-commerce and Digital Economy ( Ministry of Industry and Trade ) to build the application "Santhuongmaihanam.com.vn" to create a channel to promote information and products of enterprises in Ha Nam province to domestic and foreign partners, helping to enhance the image and brand of typical products of the province in the market; Develop the province's e-commerce trading floor to promote and introduce the potentials and advantages of Ha Nam province, businesses and craft villages.

Along with that, increase the organization of training courses on the application of e-commerce and information technology in business, helping businesses and OCOP product owners grasp and update market information, find customers through e-commerce applications...

To promote the development of craft village products and OCOP products through e-commerce, in addition to the support of functional sectors and local authorities, each production facility and craft village business household also needs to be more active and proactive in researching, learning, improving management capacity and skills in organizing e-commerce activities. In particular, in the increasingly fierce competition trend on e-commerce, production and business entities also need to focus on improving product quality and branding; diversifying channels for introducing and consuming products through e-commerce; actively implementing promotional programs, stimulating consumption to improve business efficiency...

Nguyen Oanh

Source: https://baohanam.com.vn/kinh-te/thuong-mai-dich-vu/day-manh-tieu-thu-san-pham-ocop-lang-nghe-qua-kenh-thuong-mai-dien-tu-158341.html