"Big guy" in distribution system promotes OCOP products abroad

The goal of large distribution systems is to build a sustainable value chain, promote domestic consumption of OCOP products and create a premise for products to reach further.

Committed to long-term cooperation with domestic manufacturers

Within the framework of the National Trade Promotion Program 2024, on November 1, 2024, the Ministry of Industry and Trade held a seminar on "Connecting and promoting the consumption of OCOP products into modern distribution systems abroad".

At the seminar, the subjects, cooperatives and enterprises listened to many opinions from domestic and foreign distribution enterprises.

Mr. Nguyen Trong Tuan - Director of Property & Format of the supermarket and store system WinMart/WinMart+/WiN (Wincommerce) - emphasized: “ We always aim to support Vietnamese products, prioritizing the development of domestic enterprises. As a major distributor, we are always ready to accompany localities, manufacturing enterprises, cooperatives and farmers, to sustainably develop the source of goods for the modern retail system WinMart/WinMart+/WiN nationwide, best serving the needs of domestic consumers and international tourists to Vietnam ”.

Mr. Nguyen Trong Tuan - Director of Property & Format of the supermarket and store system WinMart/WinMart+/WiN (Wincommerce) spoke at the seminar. Photo: Phuong Cuc

Regarding the OCOP product market - "One Commune One Product", Mr. Tuan realized: "This is a product group with great potential for strong development. With unique raw materials, traditional production processes and cultural stories from each region, OCOP products easily attract consumers. Thanks to compliance with production standards, strict quality control processes as well as state support policies such as brand building, packaging development, labels, etc., many OCOP products have reliable quality and can compete not only domestically but also in the international market ".

In the context of integration, bringing OCOP products into the retail distribution system not only helps to consume goods but also effectively promotes local specialties to consumers. The retail system is not only a place for trading but also a place to help promote OCOP products more effectively. This not only helps customers better understand the quality and origin of the products but also creates strong trust in local brands.

However, according to Mr. Tuan, OCOP products still face some difficulties in accessing large distribution systems. One of the biggest obstacles is the small scale of production, leading to unstable supply and difficulty in meeting market demand, especially during peak seasons. In addition, meeting the strict requirements of legal documents, quality standards and distribution processes of modern retail systems is still a big challenge for many OCOP suppliers.

Despite having a lot of potential, most OCOP products still do not have a big brand impact compared to products in the same segment on the market, posing a big challenge in how to make OCOP products stand out and reach a large number of customers.

In addition, transporting goods is also a big challenge because OCOP products mainly come from rural and mountainous areas, requiring stable coordination so that products reach consumers promptly and regularly.

Discussing this content, Mr. Nguyen Duc Toan - Commercial Director of the MM MegaMarket distribution system, also pointed out some challenges that Vietnamese OCOP products need to pay attention to.

Mr. Nguyen Duc Toan - Commercial Director of MM MegaMarket distribution system. Photo by Phuong Cuc

Firstly , foreign distribution systems have different standards and regulations, creating initial barriers for domestic manufacturers, especially in relation to the different export turnovers of different countries, which makes a difference in whether a product can be exported or not.

Second, regarding product quality, in foreign countries, the quality requirements from the first to the last stage must be the same, with strict control over the amount of pesticides or product composition. Next, if we cannot choose an export partner, it will be difficult to plan the production for the whole year, which will affect the output.

According to Mr. Toan, the capacity of OCOP entities is still quite weak, especially to meet demanding international markets such as the EU, the US... is very difficult, requiring very clear processes and checks.

Third , when exporting to international markets, we have to face fierce competition, especially Chinese products with eye-catching designs, packaging, and styles. In this regard, Vietnam is not really good and flexible.

From the above points, the Commercial Director of the MM MegaMarket distribution system noted that OCOP enterprises and cooperatives should innovate packaging and learn about the culture and consumption trends of the exporting localities. For example, in the Korean market - an emerging market, special attention is paid to agricultural products. Some countries such as the EU and the US are particularly interested in the quality of recycled packaging, strict quality control...

Efforts to promote OCOP products far and wide

Understanding the difficulties that manufacturers, cooperatives and businesses trading OCOP products encounter, the WinMart/WinMart+/WiN supermarket and store system has always made efforts to support OCOP manufacturers.

One of the effective forms of support is to prioritize displaying OCOP products in convenient locations in supermarkets - from main shelves to prominent promotional areas. This helps OCOP products attract customers' attention, especially during big promotion programs.

Large distribution systems are always open, creating conditions for OCOP products to reach far. Photo: Phuong Cuc

In addition, the system also enables OCOP suppliers to choose flexible delivery methods, from delivery at WinCommerce transit warehouses to direct delivery to each supermarket and store, helping to optimize the distribution process. This helps ensure the distribution process runs smoothly and efficiently.

However, in order for OCOP products to enter the distribution system as well as maintain sustainable development, representatives of the WinMart/WinMart+/WiN supermarket and store systems hope that suppliers can ensure stable product quality and continuous improvement to meet market demand.

Firstly , the products must be of high quality, reputable and transparent in origin; in particular, the product label or packaging must clearly show information about the geographical location/province/place of origin of the product.

Second , legal documents, product records and food safety standards must also be strictly followed. This is a prerequisite for products to be displayed in modern supermarket systems, ensuring legality and compliance with safety standards.

In terms of cooperation experience, in recent times, high-quality OCOP products that have been successfully sold at WinMart/WinMart+/WiN include Tam Duc sticky rice sauce and Hoang Giang green bean cake. These products not only affirm their brand through quality but also through the story of their origin and local culture. What makes this group of products successful is not only the superior quality, but also the close coordination between the supplier and the retail system.

“ The bigger goal that WinCommerce wants to aim for is to build a sustainable value chain, not only promoting domestic consumption of OCOP products but also creating a premise for Vietnamese OCOP products to reach out internationally. We are committed to continuing to accompany OCOP manufacturers, constantly improving product quality and improving production processes, helping Vietnamese OCOP products affirm their position. At the same time, we continue to create optimal conditions for bringing goods into the retail system, applying product display and promotion through promotional programs ,” Mr. Tuan affirmed.

Agreeing with Mr. Tuan's goal, the Commercial Director of the MM MegaMarket distribution system also emphasized: " We commit that if OCOP products ensure the quality of local or state management agencies and meet customer standards, we will display and support access to potential customers. That is one of the responsibilities of businesses for Vietnamese products ."

Source: https://congthuong.vn/ong-lon-he-thong-phan-phoi-thuc-day-san-pham-ocop-xuat-ngoai-356232.html