10,800 OCOP products appear on TikTok Shop

Sharing at the seminar "Promoting online sales through online platforms" within the framework of the Mekong Connect 2023 Forum on the morning of November 15, Mr. Nguyen Minh Tien, Director of the Center for Agricultural Trade Promotion, Ministry of Agriculture and Rural Development, said that the direction of e-commerce has developed very rapidly in recent years, significantly since the Covid-19 pandemic has changed shopping and consumption habits in the world, as well as in Vietnam.

As a unit assigned by the Ministry of Agriculture and Rural Development to manage and promote agricultural products, Mr. Tien said that in the past, organizing connections to promote and introduce agricultural products and OCOP products on E-commerce platforms such as Shoppe, Lazada, VNPT post... still face many difficulties and competition due to prices, incentives, and promotional media campaigns.

Meanwhile, mostOCOP product owners have limited capacity and tight finances. Therefore, on conventional e-commerce platforms, it isn't easy to organize events, especially creating influential programs, preferential prices, vouchers, etc...

However, up to now, the cooperation between the Center for Agricultural Trade Promotion, Ministry of Agriculture and Rural Development, and TikTok Vietnam through the program "OCOP Market - Campaign to promote agricultural specialties" has helped subjects OCOP has a business method on the social networking platform combined with e-commerce TikTok Shop.

"Thereby, 10,800 OCOP products will be 10,800 stories about indigenous values, traditions, production processes, the origin, stories about the subject who created the products... That can create emotions and trust among consumers who directly access the live stream. This platform has created a suitable platform to promote and promote agricultural products, especially OCOP agricultural products," Mr. Tien said.

According to Mr. Tien, after 7 months of implementation in 24 localities, up to now there have been 700 livestream sessions with a total revenue of VND 100 billion, an average of 1 livestream session reaching about VND 130-150 million, even up to VND 300-700 million per session. Among them, agricultural products have better revenue than non-agricultural products.

At these markets, the unit will focus on inviting famous KOLs and TikTokers. In particular, each locality chooses a seller directly associated with that locality to exploit the pride and attachment of sellers in each locality, thereby creating a good social effect. According to statistics, there are currently 300 million livestream viewers on TikTok. Hashtag #Ocop presently has 1.1 billion people clicking on it.

In parallel with selling products through famous sellers, the Vietnam Agricultural and TikTok Trade Promotion Center trains new "Tiktok seeds".

"In each locality, we select 10-15 entities that produce OCOP products to support technical and professional training, packaging and labeling, to open their sales channel step by step officially. Currently, many people have opened independent channels and developed sustainably, such as Dai (Bac Kan), Thao Mola (Lam Dong), Tu Trinh (Dong Thap), Hoa (Phu Tho)...", Mr. Tien informed and added that through each sale on TikTok Shop, each subject, in addition to economic benefits, also receives a large amount of feedback from buyers, People who have used the product in terms of design, packaging, specifications, product quality... can thereby self-improve and improve the quality of their products, as well as locate the market segment.

With the success of agricultural products, Mr. Tien said there is still much room for rural agricultural products to develop. Therefore, in the coming time, the unit will continue to deploy trade promotions to promote agricultural products, food, and OCOP products on the TikTok Shop platform domestically and internationally, especially in China and Asean.

According to Mr. Tien, from 2023, the Ministry of Agriculture and Rural Development, the Ministry of Industry and Trade and other ministries and branches have changed a lot about the concept of the Chinese market. In particular, China, with 30 provinces and cities will have 30 different markets and different segments. Therefore, there is still a lot of room for Vietnamese agricultural specialties, but it is necessary to locate the products. "In 2024, livestream events will be organized for the entire Asean region to introduce and sell Vietnamese products," Mr. Tien said.

As one of the people who "left the city to return to the countryside" to start a business, Ms. Nguyen Thi Thu Ha (Hana Ban Me) said that she started from nothing, but now, thanks to filming videos sharing about life in the countryside such as Her mother taught her how to open a durian so as not to bleed, the arduous journey from a coffee fruit to a cup of coffee... helped her own a Tiktok channel with millions of views.