Ethnic minority economy: 'Taking the pulse' of the market, preserving identity

(Chinhphu.vn) - In recent years, many economic models in ethnic minority areas have shown the dynamism, creativity and strong aspirations of the community. Cooperatives, business households and OCOP products are gradually becoming new nuclei, contributing to the economic appearance of ethnic minority areas. However, behind these positive signals, there are still many barriers and bottlenecks that need to be removed for the models to develop more sustainably.

Sustainable economic development in ethnic minority areas is not only a destination, but also a journey of comprehensive transformation.

Lots of potential, but still "stranded"

Ms. Luong Thi May, a member of Cua Dat Aquaculture and Service Cooperative (Van Xuan Commune, Thanh Hoa), shared: "The cooperative's dried anchovy products are certified with 3-star OCOP. However, due to the seasonal nature of raw materials and limited consumption markets, the products are mainly sold at fairs or to tourists , and have not yet reached major distribution channels."

Similarly, Mr. Lo Van Bo, Director of the Agricultural and Forestry Services Cooperative in Nhu Thanh Commune ( Thanh Hoa ) also encountered difficulties: "The Cooperative's Sai Vang pork roll has achieved 3-star OCOP, but up to now it is still mainly consumed at markets, some small agents or sold through social networks. Economic efficiency is not commensurate with the potential."

Even in Quang Ninh - one of the leading localities in the country in developing OCOP products, with hundreds of products achieving 3 to 5 stars, this situation is not uncommon. The product ecosystem here is very rich, especially, many products have strong ethnic minority (ET) identities such as golden flower tea of ​​the Dao Thanh Y, Binh Lieu dong vermicelli, brocade fabric handwoven by San Chi and Tay women... Although rich in cultural value, these products have not really created a stable position in the market.

Not only cooperatives, many individual businesses are also facing similar obstacles. Ms. Lo Thi Hien, owner of a traditional leaf yeast wine facility in Thanh Ky commune (Thanh Hoa) said that the product has achieved 3-star OCOP but is still only consumed through a few small retailers, and has not had the conditions to expand the distribution channel.

From the above practical examples, it can be seen that agricultural products and local specialties of ethnic minorities are not lacking in quality, nor are they lacking in cultural identity. However, the big problem is how to make these products "catch the pulse" of the market, create stable output, expand the scale of consumption, thereby sustainably connecting with domestic and foreign consumers.

The way out from modern consumer trends and 3 core factors

Economist Dr. Vo Tri Thanh pointed out a promising direction, which is to combine indigenous values ​​with green, sustainable and humane consumption trends.

Nowadays, consumers, especially the middle class and Gen Z youth, are not only interested in product quality but also in the story behind that product, when: "More than 90% of tourists today want to consume products associated with experiences, and more than that, to contribute to the community".

This opens up a great opportunity for ethnic minority products. Because each ethnic minority product, from wine, brocade to traditional food, is associated with a story, a cultural feature, an irreplaceable "soul".

"Products from ethnic minorities are often associated with nature, heaven and earth and are created by people who understand and are attached to their land. That is the strength. However, the weakness is how to make consumers trust and access those products," Dr. Vo Tri Thanh emphasized.

Dr. Vo Tri Thanh: Economic development must be placed in relation to cultural preservation, ecological preservation and ensuring social justice.

To develop the economy of ethnic minority areas in a sustainable and in-depth way, there needs to be a shift from production thinking to market thinking. In particular, 3 key factors are needed, including:

First is trust and quality assurance. For consumers to be willing to choose products from ethnic minority areas, the first thing is to have clear standards on food hygiene and safety, traceability, sustainable production processes... OCOP, VietGAP, organic, or international standards certifications are important "passports".

The second is multi-dimensional connection. People cannot be left to fend for themselves in the market problem. The cooperation of enterprises, the State, intermediary organizations and modern distribution systems is a vital factor. Bringing products to e-commerce platforms, building regional brands, etc. are directions that need to be strongly promoted.

Third is experience and story, must create conditions for tourists and consumers to come directly to the production area to experience the product, hear the story about it, from there will create emotional connection, to spread on social networks, media... This is "emotional marketing", has a stronger influence than any advertising campaign.

According to Dr. Vo Tri Thanh, in the new context, economic development in ethnic minority areas cannot stop at capital support, skills training or infrastructure construction. It needs to be a comprehensive, integrated and in-depth transformation strategy. Economic development must be placed in relation to cultural preservation, ecological preservation and ensuring social justice.

This is a challenging process, but it also opens up many opportunities. If we know how to put people at the center, respect indigenous values, build a fair market ecosystem, and connect with new consumption trends, products from the mountains and villages will not only reach domestic consumers, but can also reach the world, carrying with them stories, identity and national pride.

Son Hao

Source: https://baochinhphu.vn/kinh-te-vung-dtts-bat-mach-thi-truong-gin-giu-ban-sac-102250930094911403.htm