Strengthening promotion and connecting agricultural products to consumers through social networking platforms

Recently, agricultural products and seasonal fruits from various provinces have been increasingly reaching consumers in Hanoi and across the country through social media platforms, generating hundreds of orders worth hundreds of millions of VND after each live stream sales session.

Representatives from the Phuong Toan fruit distribution chain discussed methods of promotion on social media platforms.

Speaking at the Ham Yen orange supply-demand connection conference ( Tuyen Quang province) in Hanoi on December 9th, Ms. Nguyen Thi Phuong - owner of the Phuong Toan fruit distribution chain - said: "Livestream selling is the most practical way to reach consumers, it doesn't require a physical business location, minimizes intermediary costs, and provides consumers with the most necessary information."

Currently, Phuong Toan fruit distribution chain has 3 stores in Hanoi. With each livestream on TikTok and Facebook, we gain hundreds of orders, offering consumers the best prices and product quality.

At the same time, the livestreaming space right in the orange and lychee orchards in Hung Yen and Hai Duong provinces has created a sense of closeness and familiarity for consumers, bringing them closer to the production areas and helping to disseminate information about seasonal products from these provinces to consumers."

Clearly, with proactive application of digital technology, many businesses and cooperatives have advertised their products through platforms like TikTok and social networks such as Facebook and Zalo. As a result, not only has sales been boosted, but the agricultural product brands of the cooperatives or localities have also become more widely known to consumers.

Besides boosting online promotion, provinces and cities are still actively implementing traditional trade promotion activities in the Hanoi market, such as: the Tuyen Quang orange promotion conference in Hanoi; the Yen Bai province agricultural and aquatic product introduction week in Hanoi; the Hung Yen orange week; the Lai Chau province agricultural product exhibition week, etc., aiming to introduce local agricultural products, specialties, and OCOP products to consumers in the capital city.

Promoting the consumption of Ham Yen oranges in Tuyen Quang province is a good example. In 2023, the district had 5,100 hectares of orange orchards, yielding 75,000 tons of fruit. Although widely consumed nationwide and in major supermarket chains like Winmart and Co.opmart, the current state of orange cultivation in Ham Yen district remains limited, especially in the consumption of fresh oranges.

The main orange harvest season runs from November of the previous year to the end of January of the following year. The large production volume makes it difficult to sell, resulting in low prices. Currently, orange sales still depend on traders, affecting the income of local growers and the revenue of businesses.

Ms. Nguyen Thi Tinh, Director of the Yen Lam Green Agricultural Cooperative, said that the cooperative has over 50 hectares of mandarin oranges grown according to VietGAP standards, and plans to switch to organic farming in the future. Although the cooperative cultivates a relatively large area of ​​oranges, its biggest challenge currently is the lack of connections with businesses to guarantee the sale of its produce, while still relying on traders.

Therefore, the cooperative hopes that the authorities at all levels and trade promotion organizations will support its efforts to connect with markets in Hanoi in particular and the whole country in general, avoiding the situation of bumper harvests leading to price drops.

Ham Yen oranges are just one of many stories about Vietnamese agricultural products and fruits facing uncertain markets and low prices during harvest season. To address this problem, in recent times, along with the efforts of local authorities, Hanoi city has also provided significant support in connecting and assisting farmers in various provinces and cities with market access.

Memorandum of understanding signed at the Ham Yen orange sales promotion conference in Hanoi.

Accordingly, in 2023 alone, the Hanoi Department of Industry and Trade coordinated with over 30 provinces and cities in implementing practical activities to strengthen the connection between supply and demand of goods serving the Hanoi market and other localities through various forms such as: supporting businesses in Quang Tri, Bac Kan, Tay Ninh, Hai Duong, etc., to work directly with Hanoi's distribution system to introduce and connect specialty and characteristic products.

Organizing and supporting businesses in the provinces, participating in over 40 trade networking activities, fairs, and product weeks in Hanoi and other provinces; introducing and providing a list of 3,000 products from 30 provinces and cities to Hanoi's distribution system so that these systems can proactively connect.

To date, many agricultural products and OCOP products from provinces and cities have found their place on supermarket shelves and in clean food chain stores in Hanoi, and are preferred by consumers.

With the support of Hanoi City, to promote and connect seasonal agricultural products from provinces and cities, the Hanoi Department of Industry and Trade also recommends that localities diversify direct and online promotional methods, carry out digital transformation, and promote agricultural product brands on digital platforms to increase the reach of their local agricultural products and specialties in Hanoi in particular and the whole country in general.

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