OCOP Market – “Launching site” to help Vietnamese agricultural products fly high

Bringing “My home's mango tree” to the digital platform

Dong Thap Province Trade, Tourism and Investment Promotion Center is currently coordinating with the Agriculture Trade Promotion Center - Agritrade (Ministry of Agriculture and Rural Development) and TikTok Vietnam to deploy a series of trade promotion activities for special food of “Land of the Red Lotus”, OCOP products are combined with tourism on a digital platform. Within the framework of cooperation, the Trade, Tourism and Investment Promotion Center of Dong Thap province will coordinate with TikTok in propaganda and promotion of OCOP products, agricultural specialties of Dong Thap province, and local rural tourism to the domestic community and international friends through a series of OCOP Market activities.

Especially in this promotion campaign, it is the first time that content creators have visited the unique rural digital economic model in My Xuong commune, Cao Lanh district, Dong Thap province, the model “My home's mango tree”. Cao Lanh is famous for the Cat Chu Mango line with a passionate aroma and light sweet taste. To diversify methods of promoting local specialties, gardeners here let customers “adopt” mango trees in the garden. Adopted mango trees will be labeled with the customer's name and a QR code to trace the origin as well as the VietGAP standard farming and care process. During the harvest season, customers receive all the mangoes from that “adopted” trees. Customers don't have to spend time on care but still have clean agricultural products to use, and gardeners have a more stable output. This is also an extremely effective and sustainable method of developing local tourism when customers across the country are always updated on the situation and have a connection with the locality where the most delicious fruits in Vietnam are found.

It is known that this model has been implemented since 2016 and to date, more than 500 Cat Chu mango trees with VietGAP farming standards have found their “owners”. Through the campaign, “My home's mango tree” was activated on the TikTok platform to widely spread this model to the community.

Particularly at the livestream “OCOP Market - Dong Thap - Land of the Red Lotus” on September 9, 2023, lasting 6 hours, it attracted more than 24 million visits, 563,000 livestream viewers, bringing in more than VND 556 million in revenue. . The products promoted in the livestream came from 12 typical subjects with nearly 35 specialty agricultural products of all kinds such as Linh fish sauce, dried fruit, rice vermicelli...

Mastering the "e-commerce" game

As one of the subjects whose products participated in the livestream session, a representative of Nam Huy Dong Thap Company Limited said that the company had participated in the e-commerce on the TikTok platform for about 2 months, but had not yet sold any order. Currently, after the livestream session, the company sold more than 400 orders for 3 product combos. “After a day of work, we learned more livestream selling skills and understood more about the TikTok platform to participate more effectively. Especially after the program, we have more motivation and are ready to deploy more marketing and sales strategies on the TikTok platform”, the representative of Nam Huy Dong Thap Co., Ltd. emphasized.

Transformation in the agricultural sector brings many great benefits to people. Before that, they had to spend a lot of time and effort to access the market and find customers. But now, thanks to e-commerce floors, people can easily introduce and advertise their products directly to consumers through live videos on social networking platforms like Facebook. Instagram or TikTok.

The results of synthesizing reports from localities show that y a total of 7,637 OCOP products are listed on the transaction floor, the number of transactions through e-commerce floors reach nearly 1 million ones, with a total value of 217.1 billion dong. The value of one transaction/product is about VND 220,000 /transaction/product. A typical example is Bac Giang, the capital of lychee. This year, Bac Giang lychee is estimated to reach an output of 180,000 tons.

According to many experts, digital transformation has a positive impact on OCOP product consumption nationwide; From there, creating motivation for objects to expand production scale and improve product quality. Once the production line has met the demand of both quantity and quality, business households will quickly increase competitiveness, expand markets, increase revenue and improve the lives of rural people. According to the national target program for building new rural areas (NTM) for the period 2021-2025, TikTok, as a strategic partner, has continuously launched new initiatives to promote rural trade, creating motivation to restructure the agricultural sector associated with building advanced new rural areas and model new rural areas.