OCOP products have difficulty accessing the distribution system
Báo Tin Tức•16/01/2025
Although there have been many OCOP products (One Commune One Product Program) that have affirmed their quality in the domestic and international markets, in reality, this product line has not really attracted consumers.
Therefore, OCOP products of enterprises and cooperatives, especially small-scale establishments, still have difficulty accessing distribution channels, causing their competitiveness to decrease. This is a bottleneck that many opinions say needs to be "improved" as well as diversified in design to attract consumers and close the gap with the supermarket system in the near future.
Chili salt products of Phu Gia Bao processing facility, Go Dau district, Tay Ninh province are recognized as meeting 3-star OCOP standards. Photo: Giang Phuong/VNA
According to experts, the OCOP Program was approved by the Prime Minister in Decision No. 490/QD-TTg dated May 7, 2018 with 3 goals including developing forms of production and business organization; shifting economic structure, improving income and living standards for people and industrialization and modernization of agriculture and rural areas. Initially, OCOP products, typical rural industrial products, products that are characteristics, specialties, potentials and advantages of localities and regions have been connected to the system of OCOP product introduction and sales points nationwide, and have been introduced to all major distribution systems nationwide. However, expanding market share in the retail distribution channel is still a big challenge for OCOP products, even many export products are still difficult to enter supermarkets. Statistics show that, up to now, the whole country has had more than 13,000 OCOP products with 3 stars or more; Of which, nearly 74% achieved 3 stars, nearly 25% achieved 4 stars and 42 products achieved 5 stars, the rest had 5-star potential. The OCOP program has attracted more than 7,400 participants, including cooperatives, enterprises, production facilities and cooperative groups. Although the OCOP mark is relatively clear, the consumption of these products still has certain difficulties because there are few processed products, the production scale is still small, leading to limited competitiveness of the products. Moreover, besides the scale factor, the management capacity of the participants in the OCOP program is weak, lack of knowledge about market economy, the understanding of some grassroots cadres and production subjects about product quality management is limited, some key products face difficulties in capital and processing and preservation technology. In addition, the promotion and consumption of OCOP products have not been as expected. Representatives of some large supermarket systems pointed out that, although OCOP products meet standards, in order to enter the supermarket, the cooperative must have a transaction contract, invoice, documents, product traceability stamps, etc. Moreover, in order for goods to be consumed quickly and reach customers, the products must be accompanied by promotional programs and demand stimulation programs with the supermarket system. In addition, in addition to quality, output, and stable prices, some OCOP products that are difficult to transport long distances must consider appropriate delivery plans. However, with small, fragmented business methods lacking professionalism, after a few months, many products will find it difficult to last long. Mr. Dam Van Dua - Director of Dong Cao General Service Cooperative (Hanoi) shared that Dong Cao Service Cooperative has an area of 200 hectares with a vegetable output of 60,000 tons/year, but the cooperative's vegetable consumption is mainly through traders of the traditional market system in Hanoi and other provinces. On average, from 40 tons/day, during peak consumption periods during holidays and Tet, it can be up to 400 tons/day. The process of bringing green vegetable products that meet OCOP standards into the supermarket system for consumption faces many difficulties in preservation and transportation. Therefore, it is recommended that the Hanoi Department of Industry and Trade support businesses in labeling OCOP products when bringing products into the retail system for consumption, thereby cooperatives can prove the origin of the products. Similarly, Mr. Nguyen Ngoc Than, Director of Pu Luong Medicinal Herbs Cooperative (Thanh Hoa) said: The cooperative has Pu Luong honey products recognized as 3-star OCOP in 2021. Although the product has been highly appreciated by the market and consumers for its quality, due to geographical isolation and limited market access by the cooperative's management staff, most of the honey produced is consumed in the traditional form, freely on the market. According to Mr. Nguyen The Hiep - Deputy Director of Hanoi Department of Industry and Trade, OCOP products are gradually affirming their value and quality in the market, being highly appreciated and used more and more by consumers. However, in order for OCOP products to develop and have a firm foothold in the market, there are still many limitations that need to be overcome. Therefore, the scale and management capacity of the subjects participating in the OCOP Program are still small and weak, lacking knowledge about market economy and product development according to the value chain. The understanding of some grassroots cadres and production subjects about product quality management is still limited, many contents still depend on consulting; some key products face difficulties in capital and processing and preservation technology. In order for OCOP products to reach consumers and gain a foothold in the supermarket system, Mr. Nguyen The Hiep said that in addition to the subjects, it is necessary to overcome shortcomings and limitations, the supermarket system must have better support for OCOP subjects such as organizing direct working sessions between enterprises, cooperatives, and subjects, from which, OCOP subjects know the requirements, standards, and ability to meet the requirements of the supermarket.
Ms. Nguyen Thi Kim Dung - Director of Co.op Mart Ha Dong supermarket said that the Saigon Co.op retail system currently has more than 130 OCOP products. Vietnamese agricultural products are always given priority for sale in beautiful locations, especially during peak harvest season. However, in order for OCOP products to enter this sales channel, they must meet the requirements of the product entry process, quality and payment. In addition, in order for OCOP products to be known to more customers, OCOP entities, in addition to focusing on ensuring product quality and output, also need to focus on designing eye-catching packaging to attract customers, thereby, consumers can better understand the product, creating a difference from OCOP products of other regions. According to Ms. Huynh Thi Phuong Van, Head of Marketing Department of Mega Maket, in the past time, the supermarket has created maximum conditions for typical products, especially during the peak consumption season of Tet approaching. Thereby, guiding farmers to produce according to safe processes; Complete procedures and documents to bring goods to supermarkets. In addition to coordinating with provinces and cities to implement OCOP goods week, for effective consumption, Mega Maket has implemented digitalization of buying and selling activities, through online sales, livestream as well as supporting OCOP suppliers to standardize products before putting them on shelves... According to Mr. Bui Nguyen Anh Tuan, Deputy Director of the Domestic Market Department (Ministry of Industry and Trade), determining the stages of consumption, market search and development is an important solution to encourage subjects to proactively and actively participate in developing OCOP products. Promoting the consumption of OCOP products, typical rural industrial products, typical products, regional specialties and goods from ethnic minorities and mountainous areas through domestic distribution channels with a consumer market of nearly 100 million people plays a very important role. Therefore, connecting, promoting trade, consuming OCOP products associated with tourism, cuisine, culture, raising awareness of digital transformation and promoting the application of information technology, e-commerce in introducing, promoting, trading and consuming products. In order to promote trade promotion, Mr. Vu Ba Phu - Director of the Department of Trade Promotion (Ministry of Industry and Trade) said that in the coming time, the Department will continue to strengthen the domestic market trade promotion program through building and implementing concentrated, large-scale, regionally linked trade promotion for products and industries with strengths of the region in the target market. At the same time, strengthen the coordination of promotion resources and from ministries, branches, localities, enterprises, international organizations... In particular, effectively combining trade promotion activities with investment, culture and tourism promotion. This is a sustainable and solid way for Vietnamese goods in general and OCOP products in particular.
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