Big playground of rural products of Quang Nam

Tourists learn about Quang Nam's rural products on display at a fair in Da Nang. Photo: VINH LOC

Although in recent years, Quang Nam provincial leaders have repeatedly proposed that Da Nang support the construction of centers to introduce, promote and consume OCOP products in the city, it has not been possible due to the lack of coordination mechanisms and synchronous support policies. Therefore, the merger of the two localities opens up opportunities for rural products when "living" in a common market.

Towards Danang market

In early 2025, Lac Son Clean Food Joint Stock Company (Que Son) opened a new specialty store on Le Van Hien Street, selling OCOP products, startup products and local specialties such as fish sauce, grilled coconut cakes, nutritious cereals, etc. This is the second store of this enterprise opened in Da Nang City.

Ms. Nguyen Thi Hien - Director of Lac Son Clean Food Joint Stock Company said that the business results were quite positive. "The reason we chose to open a store in Da Nang City is because this is a large market with diverse customers. In particular, we want customers to easily experience OCOP products and Quang Nam specialties directly to feel secure when shopping. In addition, it is also convenient for negotiating and signing large contracts with partners" - Ms. Hien shared.

As of April 2025, the province has 493 OCOP products (58 4-star products, 433 3-star products and 2 5-star products) belonging to 386 entities. The products mainly focus on food groups (358 products), beverages (40 products); medicinal herbs, medicinal products (29 products); handicrafts (63 products); community tourism services, eco-tourism and tourist attractions (3 products). Of which, the Da Nang market accounts for a fairly large proportion. A survey of a number of OCOP entities and enterprises shows that sales in the Da Nang market always account for 20 - 50% of the output of goods sold.

Mr. Ha Van Thuan - Owner of Tam Tuoi fish sauce facility (Thang Binh) said that for many years, his fish sauce products have been sold in his family store at 30 Tran Binh Trong (Da Nang City) because he assessed that the Da Nang market has great potential for rural products. On average, each month, the store sells about 500 - 700 liters of good fish sauce.

Ms. Nguyen Thi Hien hopes that after the merger, the business activities of the unit will be more favorable and have more opportunities. In particular, barriers in registering the chain of origin traceability, linking production and product consumption will also be removed, making it more convenient for businesses.

Currently, the company's products are mainly distributed in the main markets of Quang Nam, Da Nang, Khanh Hoa and neighboring provinces of Ho Chi Minh City. However, Da Nang is the market that brings the most profit to the company.

“Luckily, Lac Son has had connections with the Da Nang market before, and a large number of customers know about the products, so I think the merger of the province will create good conditions because at that time, Quang Nam specialties will also become a common brand of the new city, thereby helping the company target more customer segments such as tourists, even in major events,” Ms. Hien said.

Lac Son chain stores in Da Nang are selling more than 20 OCOP products, including Lac Son spring rolls, a product certified with 3-star OCOP standards.

Anticipate challenges

If Quang Nam is known as the "capital" of OCOP products, startup products, typical agricultural and rural products, Da Nang is considered a potential consumer market, especially for tourism and export.

However, for many years, Quang Nam rural products have had difficulty penetrating the Da Nang market due to the lack of coordination mechanisms and support policies. Therefore, “coming together under one roof” will have a positive impact on Quang Nam rural products, helping to expand the consumption market because Da Nang is a large urban center and attracts a large number of tourists.

Notably, the city's modern distribution system (supermarkets, convenience stores, night markets, tourist streets) is considered an important factor for products to reach customers and increase export opportunities.

Ms. Do Thi Hien - Head of Trade Management Department (Quang Nam Department of Industry and Trade) affirmed that the merger of the province will open up great opportunities for rural products of Quang Nam because of the large market, different management mechanisms and support resources.

In addition, the product can also be supported in distribution systems, supermarkets, specialty product stores; be positioned in terms of brand and better quality standards. Not to mention, the city can support in trade promotion activities, packaging design, traceability stamps, food safety certification...

However, Quang Nam OCOP products also face challenges and risks such as higher competitive pressure because the majority of Quang Nam rural product owners are small-scale, now having to compete directly with Da Nang OCOP products and industrial products that have high quality and recognition.

“When entering a large playground, the requirements for standards are also higher. In particular, the regulations on food safety, packaging, and labeling in Da Nang are stricter, so they can be a barrier for small producers and businesses in Quang Nam. Therefore, without preparation in terms of legal basis, production technology, appropriate investment strategies, etc., products will encounter difficulties and easily be eliminated from the distribution system,” Ms. Do Thi Hien analyzed.

Meanwhile, Mr. Huynh Duy Chuong - Director of Giada Martket Da Nang Supermarket, acknowledged that when participating in a larger playground, the competition is also fiercer. Therefore, entities and businesses with the same product line must sit together to position the product and listen to consumers. In particular, it is necessary to re-establish the role of each link in the product consumption chain.

“Although most of Quang Nam’s rural products are specialties, they seem to be only suitable for tourists or gifts, and are difficult to sell to ordinary consumers, not to mention the lack of variety in designs, high prices and shorter shelf life. In addition, the fact that the producer is also the trader makes it difficult for intermediary distribution channels such as stores and supermarkets to sell the goods.

For example, instead of being the subject of manufacturing products and then distributing them to supermarket systems and stores to reach customers, many businesses and OCOP entities in Quang Nam sell directly to retail customers, competing with intermediary distributors, so how can supermarkets dare to bring goods into the system?" - Mr. Chuong said.

According to the Department of Industry and Trade of Quang Nam, product lines such as food, household appliances, herbs, etc. are quite popular in the Da Nang market; notably fish sauce, rice paper, agarwood, bird's nest, etc.

From 2021 to present, every year, the Department of Industry and Trade of Quang Nam organizes for businesses and OCOP entities of localities to participate in 2 trade promotion events in Da Nang City, including the East-West Economic Corridor International Fair and the Quang Nam Product Festival in Da Nang City. Each event usually has at least 30 units and businesses producing rural products of Quang Nam participating.

The fairs not only facilitate local products to access the market but also help connect supply and demand more conveniently and effectively. Many OCOP entities have gained new partners, thereby establishing their position and product brands in the Da Nang market.

Source: https://baoquangnam.vn/san-choi-lon-cua-san-pham-nong-thon-quang-nam-3157140.html