Retail giants “tip” Central Highlands products to enter supermarkets

Tell a story about the cultural and historical values ​​of your product.

At the session connecting the consumption of local products through domestic distribution channels in the Conference on Connecting Trade between suppliers in the Central - Central Highlands region with export enterprises and trade promotion organizations held in Da Nang city on May 11, representatives of leading retailers and distribution channels in Vietnam shared and gave "tips" for specialty products, typical products, OCOP products of the Central - Central Highlands region to enter the system of distribution channels and supermarket chains.

Experts and distributors "give tips" for Central Highlands products to enter the distribution and retail chain

Mr. Paul Le - Vice President of Central Retail Group in Vietnam, in charge of trade promotion, highly appreciated the typical products, OCOP products of Vietnam in general, and the Central - Central Highlands region in particular, because these products are traditional, historical, and inherited. However, the weakness of OCOP products, typical products of the Central - Central Highlands region is that they have not told the story of the product. Because the product itself is a historical process, a traditional culture associated with that locality. "We must tell the story of that product to customers so that people buy the product but also know the history and culture of the locality", said Mr. Paul Le and said that the distribution channels not only bring quality products of the world to Vietnam, but also bring Vietnamese products to the world and Central Retail will support Vietnamese farmers to sell products as well as bring products to the world.

Mr. Nguyen Trong Tuan - National CEO of Winmart supermarket - WinCommerce Company said that WinCommerce always prioritizes and proactively goes to each locality to search for new products, connecting to bring local specialties, regional specialties into the chain of stores and supermarkets. In fact, many products from the Central - Central Highlands are currently the main products generating sales for many WinCommerce supermarkets.

Mr. Paul Le - Vice President of Central Retail Group in Vietnam, in charge of trade promotion, believes that each OCOP product and local product must tell a story about the culture and history of that locality.

According to Mr. Tuan, in addition to ensuring common standards when bringing goods to all supermarkets such as ensuring hygiene, product quality safety, and transparent product origin; WinCommerce is especially interested in businesses with a clear product development orientation, quality depth, and proactive marketing. " The most important thing for products in the Central - Central Highlands region is to regularly survey customers to improve and innovate their products. This helps businesses in the Central - Central Highlands region not only have the opportunity to sell products in the region but also in the national market and expand to export", Mr. Tuan "pointed out" and affirmed that WinCommerce is always open in the trading process and hopes to have more quality products with depth from the Central - Central Highlands region in the supermarket system.

Businesses themselves must proactively connect and actively connect.

According to Dr. Vo Tri Thanh - Economic expert, former Deputy Director of the Central Institute for Economic Management, connecting product consumption is especially important and meaningful in the context of many fluctuations in the world such as inflation and financial crisis. Vietnam's economy is also facing certain difficulties with low growth, consumption in March and April 2023 tends to decrease. According to a recent survey by VCCI, the three biggest difficulties of enterprises are production inputs, increasing prices of raw materials; difficulty in capital mobilization; and especially lack of orders and output markets. Therefore, connecting plays an extremely important role in solving the problem of orders and output for enterprises.

Agreeing and clarifying this point of view, from the perspective of a business with optimistic business results in recent times, Ms. Mai Thi Y Nhi - Director of My Phuong Food Company Limited (Da Nang) said that the connection programs of the Industry and Trade sector and of each local government are great opportunities for businesses to find outlets for their products.

Ms. Mai Thi Y Nhi believes that connecting trade through trade promotion programs of the Ministry of Industry and Trade is a marketing channel with zero cost but very effective for small and medium enterprises.

According to Ms. Nhi, there are three major problems that every small and medium-sized enterprise has to face in business: the initial brand does not exist, so the output for the product is extremely difficult. Second, the cost for marketing and sales activities is very low, so it is difficult to reach customers. And third, the development of new products in small and medium-sized enterprises is often slow because all the work from production to trade is done by the owner of the facility or business owner.

Faced with these difficulties, support and trade connection programs are extremely effective solutions for businesses. “We have received a lot of support from the policies of the Industry and Trade sector, support activities of the Department of Industry and Trade of Da Nang City, and from the city and district authorities through trade connection and supply-demand connection programs. This is a free communication and connection channel but is extremely effective and reputable,” said Ms. Nhi, adding that opportunities have been brought by units and sectors, but whether they can be realized or not depends on the efforts and proactiveness of businesses. “For over the past year, I have participated in all domestic connection sessions. We are currently aiming for export and the results achieved in the past have proven that our direction is correct,” Ms. Nhi shared and added that, in addition, businesses need to change their production mindset, invest in machinery and equipment and create a development orientation for the company based on the advantages of their products, thereby gradually creating a position and competitive advantage for their products in the domestic market as well as export.

Trade promotion activities are effective tools to implement domestic market goals.

Ms. Le Viet Nga, Deputy Director of Domestic Market Department - Ministry of Industry and Trade:

In the recent period, trade promotion channels have been an effective tool for implementing long-term and short-term goals for the domestic market. OCOP products and typical products are advantages and strengths of the Central Highlands region. To successfully bring these products to the market, it is necessary to have programs such as fairs, branding and communication programs, connecting distribution enterprises with manufacturing enterprises, etc.

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