OCOP products struggle on e-commerce platforms

(QNO) - Digital transformation is expected to be the driving force to help OCOP products expand their markets, reaching beyond the space of villages, communes, and districts. However, in reality, the journey to the digital space of many OCOP entities in Quang Nam is still shaky, when they encounter problems that are not easy to find solutions from internal capacity to connecting digital infrastructure and building attractive content.

OCOP products are supported to promote and introduce products through livestream. Photo: PHAN VINH

Lack of creative staff

Mr. Nguyen Tien Manh, Director of Nui Thanh Agricultural and Fishery Cooperative, is considered one of the pioneering OCOP entities in applying e-commerce to expand the output for 4-star certified anchovy fish cakes.

He has gradually brought the product to popular digital platforms such as Shopee, TikTok Shop, Voso and some social media channels such as Facebook, Zalo. However, in actual operation, the cooperative's main source of revenue still relies on traditional consumption relationships, local distribution or through loyal customers who have been attached to it for a long time.

The lack of content creators and digital savvy is still a barrier for OCOP entities when developing on e-commerce channels. Photo: PHAN VINH

“Currently, the cooperative only has a few employees, mainly focusing on processing and distribution. We have almost no one who specializes in filming, writing content or managing fanpages. I myself have to do many jobs, so product introduction videos are often self-recorded with my phone, without editing techniques, and not enough time to understand interaction optimization tools, run ads or analyze reach indexes," said Mr. Manh.

The problem is, in today's digital environment, content is not just about information, but also about storytelling that evokes emotion, a prerequisite for retaining viewers and driving consumer behavior.

[VIDEO] - Mr. Nguyen Tien Manh - Director of Nui Thanh Agricultural - Fishery Cooperative shared about the difficulties in the digital transformation process:

Ms. Bui Thi Tuyet Nhung - Director of Nhau Best One Cooperative shared that each OCOP product has a clear origin, carries local cultural values, from input materials to traditional processing methods, but if it is not told in vivid visual language, does not create an emotional connection with consumers, it will only stop at the level of "participating for the sake of it", making it difficult to create a breakthrough.

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Digital transformation is not simply about being present on the platform or creating a fanpage. It is a process of professionalization step by step, from storytelling, online customer care to maintaining the pace of interaction. Without proper training and the support of experts, OCOP entities can easily give up halfway because they do not see practical results.

Ms. Bui Thi Tuyet Nhung - Director of Nhau Best One Cooperative

Connecting the digital ecosystem

The difficult picture in the journey to access the digital environment does not only occur in mountainous areas where technological infrastructure is limited, but also exists clearly in the plains, where many craft villages and small-scale production facilities with long-standing traditions are concentrated.

A typical example is the case of Ms. Pham Thi Tuong Vi (Dien Ban town) with Anh Kiet peppermint essential oil product that has achieved 3-star OCOP certification. Despite its eye-catching design, clear ingredients, and completely natural raw materials from specialized growing areas, the product is still struggling to find a place on e-commerce platforms.

Many OCOP entities are still heavily dependent on traditional trade channels. Photo: PHAN VINH

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When posting products on platforms like Shopee, Tiki or Lazada, you have to pay many fixed costs, from booth maintenance fees, transaction commissions to advertising fees based on impressions or orders. If you want your products to be displayed as a priority and reach the right potential customers, you have to invest more in campaigns to increase interaction, and even hire an intermediary to support operations.

Ms. Pham Thi Tuong Vi (Dien Ban town)

According to Ms. Pham Thi Duy My - an OCOP subject in Duy Xuyen district, the online market today is no longer simply a place to sell goods, but has developed into a consumer space with a series of interactive, evaluation, dissemination and community building factors.

OCOP products that want to gain a foothold need to be placed in a strong enough ecosystem, including loyal consumer groups, a support platform between brands in the same field, a reputation assessment mechanism, as well as the ability to take advantage of viral effects from the online community.

Local products need to be more strongly communicated about the product story associated with cultural identity. Photo: PHAN VINH

Ms. My frankly admitted: “We do not lack ideas for product development or brand stories. What is lacking is the lack of a foundation to start from, from a team of experts, media consultants, to a community group to share experiences.

Meanwhile, many other OCOP brands have gone one step ahead, having fanpages with thousands of followers, building a group of loyal consumers, interacting continuously through livestream activities, product reviews and methodical brand storytelling."

[VIDEO] - Ms. Bui Thi Tuyet Nhung - Director of Nhau Bet One Cooperative shares her experience in developing issues related to branding and e-commerce:

Need initiative from the subject

According to Mr. Nguyen The Hung - Head of the Provincial Rural Development Department, in recent years, the OCOP program has paid special attention to supporting entities to access and exploit the potential of the digital environment. A series of activities such as training on online sales skills, instructions on opening booths on e-commerce platforms, connecting with trading floor operators, organizing seminars, introducing successful models, etc. have been regularly implemented with the support of specialized departments and branches.

“Creating internal digital transformation capabilities from within each facility, through people, product stories, operational capabilities and development strategies, will be the decisive factor in helping OCOP products cross the threshold of introduction, moving towards building a sustainable brand in the digital environment. Digital transformation is a process that requires continuous learning and a proactive spirit of adapting to the market,” Mr. Hung affirmed.

Source: https://baoquangnam.vn/san-pham-ocop-chat-vat-tren-san-thuong-mai-dien-tu-3156800.html