From stripping thorns, weaving hammocks to livestreaming sales, the transformation of OCOP Nghe An

From the hands of stripping hemp, spinning yarn, weaving hammocks right in the middle of the supermarket to livestream sessions attracting thousands of views, Nghe An OCOP products are showing a strong transformation. This is not only a change in the form of trade promotion, but also a process of learning, getting acquainted and changing the awareness of the people who make the products.

Tho ethnic women weave hemp hammocks right in the supermarket space in Vinh city. Photo: TP

In the modern space of Go!Vinh supermarket, Tho ethnic women in Giai Xuan commune, Tan Ky district are diligently stripping hemp, spinning yarn, and weaving hammocks. With skillful hands and focused eyes, they demonstrate their traditional handicrafts as a part of the village memory, vividly present in the urban flow.

Not only stopping at performing, they also appeared in livestream sessions, confidently introducing products to online communities across the country. That was one of the most special images at the OCOP Nghe An product introduction program this year, where local products were not only present on shelves but also 'on air', becoming media subjects in a proactive, close and authentic way.

Pure natural hemp fibers under skillful hands weave, hammocks with outstanding patterns attract viewers. Photo: TP

Nghe An OCOP products are showing strong changes. Not only is the form of promotion innovative, what is happening is the change in thinking, the proactive and confident participation of the producers. They not only sell and promote products but also learn how to interact with customers, and know how to tell the brand story in a genuine, simple and promising way.

Ms. Truong Thi Thong, one of the hammock weavers, shared: “Before, I only sold to people in the village. Now I know what livestream is, how to introduce products, and I can even be asked questions by customers from far away.”

Confidently introducing products in a livestream session in front of thousands of viewers. Photo: TP

During the three days of the program "Introducing OCOP products and specialties of Nghe An province in 2025" at Go! Vinh Supermarket (June 21-23), it became a "miniature trading floor". Here, besides the traditional booths introducing regional specialties, there is a livestream space organized for the first time right in the supermarket - where lights, cameras, microphones and MCs create a bridge between products and thousands of consumers on the digital platform.

If in the past, OCOP products only stopped at the display shelves, now they have really "stepped up to the airwaves". The producers themselves introduce the process, share stories, answer questions and interact with buyers. Live broadcasts on fanpages, YouTube, Tiktok... help Nghe An products reach customers both inside and outside the province naturally and effectively.

Livestream at booths participating in the program. Photo: TP

The atmosphere of each livestream is professional and engaging. The products are introduced in a systematic way, from the raw material area, production process, packaging to product stories... receiving hundreds of shares and interactions. Ms. Phan Thi Lien, representative of the HADALIFA brand, shared: "This is the first time we have livestreamed at the supermarket, but the number of followers and orders increased immediately after the broadcast."

Not only selling products, each participant in the livestream session also brings home a valuable experience: learning how to appear in front of the camera, learning how to talk about their products confidently and coherently.

Customers experience shopping both in-person and online with attractive mini games. Photo: TP

After the livestream sessions, many OCOP subjects have opened their own fanpages, learned how to shoot videos , edit images and interact with customers. From purely rural producers, they are gradually becoming modern sellers in the digital space.

Mr. Tran An Khang - Director of GO! Vinh Supermarket - said: "Currently, the supermarket has booths displaying, introducing and selling Nghe An OCOP products. Of which, about 40 products have stable revenue and are being positively received by consumers. The combination of direct and online promotion is a suitable trend, helping to increase recognition and competitiveness for OCOP products in the context of an increasingly demanding and multi-channel market."

OCOP subjects learn how to appear in front of the camera, learn how to talk about their products confidently and coherently. Photo: TP

Mr. Cao Nguyen Hung - Deputy Director of the Center for Investment, Trade and Tourism Promotion of Nghe An province - emphasized: "The important thing is not only to sell products, but also to help people change their mindset in doing business, know how to tell product stories, and gradually build a brand."

The program at Go! Vinh this year has created the first push for the digital transformation process of Nghe An OCOP products from marketing thinking, product images to customer approach methods.

“Going on air” is no longer the business of big brands. From each small frame, OCOP Nghe An products are knocking on the door of each device, each customer community in a genuine, rustic but promising way.

From physical booths to digital platforms, OCOP Nghe An is making positive changes. Photo: TP

The journey from physical booth to digital platform has just begun, but has opened up a new direction with many promises and expectations for Nghe An's native agricultural products on the journey to integrate into the modern market.

Clip: Thanh Phuc

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Source: https://baonghean.vn/tu-tuoc-gai-dan-vong-den-livestream-ban-hang-buoc-chuyen-cua-ocop-nghe-an-10300149.html