The OCOP market attracted 1.4 billion views and huge revenue

Mr Nguyen Minh Tien, Director of the Center for Agricultural Trade Promotion (XTTMNN) shared, to summarize the results achieved after 1 year of cooperation and expand the directions for implementing promotional tasks, promoting trade in agricultural products and OCOP products in 2024, the Trade Promotion Center for Agriculture coordinates with TikTok Vietnam and partners to organize anniversary programs and trade connection activities and green agriculture experiences for 2 days - April 3 and 4 at the Agricultural Trade Promotion Center, No. 489 Hoang Quoc Viet, Hanoi.

According to Mr. Tien, currently, e-commerce is one of the pillars contributing to the growth of the digital economy in Vietnam. For the agricultural sector, in order to realize the goals of the "One Commune One Product" Program (OCOP) for the period 2021-2025, promoting branding, propaganda and promotion activities and supporting the consumption of OCOP products on digital media is one of the key solutions of the program.

On February 28, 2023, the Center for Agricultural Trade Promotion signed a strategic cooperation agreement with the TikTok Vietnam platform to improve digital transformation capacity for the national OCOP program. This cooperation has opened up many opportunities for OCOP entities nationwide when developing consumption channels on e-commerce platforms.

In 2023, the OCOP fair initiative within the framework of cooperation between the two sides successfully brought OCOP products and promoted local agricultural specialities to a large community on the TikTok Shop e-commerce feature. After 1 year, the program has gone through many provinces and cities such as: Bac Kan, Son La, Bac Giang, Thai Nguyen, Hai Phong, Thanh Hoa, Ha Tinh, Lam Dong, Ho Chi Minh City, Vinh Long, Dong Thap, Ca Mau... bringing positive impacts to the development of the agricultural sector and the local economy.

In addition, the Center has coordinated with TikTok Shop to pilot the "OCOP Seed" program with the goal of building a community of reputable OCOP sellers on the platform. OCOP participants participating in the program will be trained in digital business skills through specialized training classes on how to create short video content, how to do livestream sales and creative advertising solutions TikTok for Business. At the same time, they set up a separate sales page for OCOP products with the constant companionship of the support team, accompanied by evaluation and instructions for optimizing shop operations periodically. During the 2023 pilot phase, the program has successfully incubated hundreds of businesses and OCOP subjects, going from livestream sessions of "0 VND" to livestream sessions of "hundreds of millions of VND".

In particular, since the beginning of 2024, on the TikTok platform, there has been a separate tab called "Proud of Vietnamese goods" located on the shopping page (Shopping Center) to introduce to consumers high-quality Vietnamese products, support domestic sellers with additional traffic incentives, discounts and space to advertise their products.

“After one year of implementation, the OCOP fair has achieved many positive effects, strongly spreading the value of the OCOP program to social network users such as: hashtag #OCOP reaching 1.4 billion views, more than 800 OCOP live stream sessions were held with sales reaching more than VND 100 billion; supporting more than 3,000 OCOP entities across the country to become familiar with online business", Mr. Tien emphasized.

Mr Tien also informed that in 2024 and the coming time, in the face of continuous changes in consumer trends on social networks, the cooperation program of the two sides will not stop at the successes of 2023 but will continue to expand and develop in-depth.

In particular, continue to expand OCOP markets every Saturday in localities; and create a favorable environment for OCOP seed nurseries to develop. In particular, the two sides will not stop at promoting and introducing OCOP products in the domestic market but they will also choose typical OCOP products to introduce to foreign markets within the framework of regional cooperation from TikTok Singapore, TikTok ASEAN, gradually penetrate the Chinese market (Vietnam's largest agricultural export market).

Within the framework of the anniversary program, many meaningful activities will take place: Communicating on finding breakthrough directions and developing agricultural products on digital platforms; experiencing green agriculture, connecting trade for agricultural businesses; launching the executive board of the "Reading with Cyclo" project; honouring units and individuals with achievements in promotional campaigns such as: The campaign has the strongest spillover effect; the campaign with the most groundbreaking ideas; the campaign with the most creative message; campaign with the richest scenarios; featured content creators; featured seller; impressive OCOP video; Outstanding "OCOP Seeds"; Potential OCOP subjects…