Developing OCOP products to meet market needs

Green rice production at Me Tri traditional craft village (Tu Liem ward).

Innovate to adapt to the market

The Minh Hang fresh green rice product of Mrs. Nguyen Thi Hang's family, the traditional green rice making village of Me Tri, Tu Liem ward has been recognized as a 4-star OCOP. Currently, Mrs. Hang still produces green rice according to the traditional process, but some stages are supported by machines, so the productivity and quality of the green rice are better. In particular, not only does she produce fresh green rice seasonally (spring and summer rice), her family also freezes green rice to process green rice patties, green rice sticky rice, and green rice sausages to sell year-round. Fresh green rice and green rice products under the Minh Hang brand are widely consumed throughout the city, especially, the product is sold at many stalls at Noi Bai International Airport as a delicious gift of Hanoians to serve domestic and international tourists.

In Phu Nghia commune, one of the "capitals" of the capital's rattan and bamboo weaving villages, businesses and production facilities are constantly improving designs, applying environmentally friendly coating technology, suitable for modern consumer tastes. According to Meritorious Artisan Nguyen Van Trung, Chairman of Phu Vinh Rattan and Bamboo Enterprises Association, his family has 23 OCOP-certified products. Craftsmen cannot only make products that are "beautiful in their eyes" but also carefully survey market demand and cooperate with distributors. Currently, Phu Vinh rattan and bamboo weaving is available at the Hanoi OCOP store system, some e-commerce platforms and exported to many countries around the world .

According to the Office of Coordination of the New Rural Development Program of Hanoi City, by June 2025, the city had 3,463 OCOP products rated from 3 stars to 5 stars. OCOP entities are increasingly paying more attention to the market: Investing in machinery, standardizing production processes; building geographical indications, registering trademarks; designing packaging suitable for modern consumer needs. In addition, after being certified as OCOP products, entities are supported by the city and locality to design packaging, labels, and support OCOP stamps with QR codes. Thanks to that, Hanoi's OCOP products have become familiar brands, conquering domestic consumers. Some 4-star and 5-star OCOP products are also exported to many countries around the world.

Diversify consumption channels

To support OCOP products to access the market, in recent times, Hanoi has promoted the organization of fairs, seminars, and product weeks, promoting the recovery and development of trade services, connecting trade, promoting trade, stimulating consumption of OCOP products... According to the Office of Coordination of the New Rural Development Program of Hanoi, up to now, the city has developed 110 points of introduction and sale of OCOP products, creating conditions for consumers in the capital to identify and consume products. In addition, the Hanoi Department of Agriculture and Environment organizes events to introduce OCOP products associated with regional culture (Northern mountainous provinces, Red River Delta, Central and Central Highlands, South) along with many weeks of consulting, introducing and promoting the consumption of OCOP products, craft villages, agricultural products and food...

Hanoi City has also signed cooperation agreements with many retail corporations such as Central Retail, AEON, Winmart, Hapro to bring OCOP products into the modern distribution system. In addition, the subjects are also trained in sales skills, building digital booths on e-commerce platforms such as Postmart, Voso, Tiki, Lazada, Shopee...

However, in reality, there are still many OCOP products that have not escaped from small scale, manual, simple packaging, incomplete product information, untraceable origin... leading to difficulties in accessing large distribution systems and international market standards. In addition, many OCOP subjects are individual households or small cooperatives, limited management capacity, lack of professional personnel in marketing, design, and communication, so even good products still have difficulty "entering" the large market.

To develop OCOP products in line with market demand, Ngo Van Ngon, Deputy Chief of Office in charge of the Office of Coordination of the New Rural Development Program of Hanoi City, said that the Office will continue to synchronously deploy many solutions such as: Improving capacity for OCOP subjects through in-depth training on product development, market research, brand building, digital transformation; promoting regional linkages and value chains between production households with cooperatives, enterprises and distributors. Thereby forming a stable raw material area and production according to orders.

Hanoi will also continue to expand its distribution network, increase the number of OCOP sales points in urban areas; prioritize displays at tourist attractions; support logistics costs and promote on e-commerce platforms. In addition, develop policies to support packaging upgrades, quality inspection, traceability, and quality standard certification, etc. so that OCOP products are qualified to compete in the market.

Hanoi OCOP products have passed the “quantity” stage, now need to strongly shift to “quality”, putting consumers at the center and the market as the guiding principle. When OCOP products are not only beautiful, high quality but also “right taste” and “right channel”, sustainable value will be created, not only domestically but also reaching out to the international market.

Source: https://hanoimoi.vn/phat-trien-san-pham-ocop-dap-ung-nhu-cau-thi-truong-709049.html