Increase competitiveness for OCOP products

OCOP products are gradually asserting their position in the domestic market, but to become more widely known to consumers and gradually expand their market share to the world, there is still much work to be done.

OCOP products sold at Co.opmart supermarket, HCMC

Enter the modern shopping channel

Without having to wait for fairs or promotional occasions, OCOP products (One Commune One Product program) are now regularly present in large supermarket systems and are increasingly positively received by consumers.

In fact, when shopping at Co.opmart, Co.opXtra or Co.op Food supermarkets... it is not difficult to see consumers choosing to buy OCOP products that have been certified with 3-4 stars, with diverse categories such as agricultural products, food, vegetables and fruits...

OCOP products available in the above supermarkets are not only regional symbols but also ensure strict quality criteria. For example, the group of honey and turmeric powder products of Xuan Nguyen Group - these are typical products of Ho Chi Minh City. According to Mr. Luu Nguyen Xuan Vu, Chairman of Xuan Nguyen Group, to achieve 3-4 star certification, enterprises must meet many criteria such as using domestic raw materials, being creative, quality complying with food safety and hygiene standards, high usage value, beautifully designed packaging and models, reasonable prices, high revenue and at the same time having the potential to develop production, expand the market, and meet the tastes of domestic and foreign consumers. Mr. Vu said that the group of products meeting OCOP standards currently accounts for 35% of Xuan Nguyen's total revenue. What is exciting for enterprises is that retail channels also have dedicated shelves to introduce OCOP products, helping enterprises not to worry about low sales being eliminated from supermarkets.

Similarly, Meet More branded agricultural coffee products of Global Link Company are also loved and chosen by many consumers thanks to their novelty. Ms. Mai Thuy Hang (District 8, Ho Chi Minh City) shared that she does not normally drink coffee, but Meet More's agricultural coffee products are unique because they are a blend of coffee and many types of fruit, creating a special taste that is easier to drink. Another factor that makes her excited is that this product has a beautifully designed packaging, suitable for the tastes of urban consumers.

Retailers join forces

The popularity of OCOP products is not only the effort from the manufacturer but also the persistent strategy from the retailer. Typically, Saigon Co.op - the owner of the Co.opmart system has continuously implemented strong and systematic OCOP product promotion programs. "When OCOP products are introduced into the Co.opmart, Co.opXtra system..., they are supported and prioritized in the most prime locations in the supermarket. In addition, we also support through signboards and attractive promotional programs to create conditions for OCOP products to easily reach consumers", said Mr. Vo Tran Ngoc, Sales Director of Saigon Co.op.

Most recently, Saigon Co.op devoted 2 weeks of April 2025 to display and introduce a series of products from cooperatives and craft villages nationwide, OCOP products at 800 of its points of sale. These products were impressively displayed, and at the same time, discounted by 30-50% to attract customers. In addition, some Co.opmart supermarkets also coordinated with the provinces where they reside to organize OCOP product festivals to introduce local specialties to consumers nationwide.

According to statistics from Saigon Co.op, this retailer has provided a catalog of nearly 1,000 OCOP products, cooperating with hundreds of businesses from many localities across the country such as Hanoi , Thai Nguyen, Dong Nai, Tay Ninh, Ho Chi Minh City, Lam Dong and the Mekong Delta provinces...

Saigon Co.op's proactive expansion of space for Vietnamese goods, especially OCOP goods, not only creates a bridge between rural and urban areas, but also contributes to promoting sustainable agricultural product consumption. According to a representative of Saigon Co.op, in 2025, the system will continue to promote cooperation with localities to expand the number of OCOP products in supermarkets. Not only helping consumers easily access quality local products, this activity also contributes to promoting agricultural product consumption, increasing income for rural people, in line with the spirit of the OCOP program.

In addition to the achieved results, many opinions say that there are still products that cannot access modern distribution systems and are not known to consumers. Therefore, in order for OCOP products to reach a higher level and reach beyond Vietnam, Mr. Nguyen Anh Duc, Chairman of the Vietnam Retailers Association, said that businesses and OCOP entities must overcome some shortcomings. That is, they must meet large, long-term orders, produce a stable amount of products, invest in product design and packaging; the promotion and consumption of OCOP products need to be more focused.

Mr. LE TRONG DON, CEO of Ca Men Production and Trading Company Limited:

To be awarded the OCOP star, we have to go through a rigorous evaluation process, but there are still many consumers who do not know about OCOP products and we have to explain them so that they understand. Therefore, we can exploit and promote in the direction: OCOP products are developed in the agricultural and aquatic ecosystem, solving jobs for workers. When people understand this value, when using the product, they understand that they are helping farmers develop and the users themselves are also in this ecosystem.

https://www.sggp.org.vn/tang-nang-luc-canh-tranh-cho-san-pham-ocop-post795300.html