"Specialty Ambassador" spreads the OCOP story
The digital space is opening up a new direction for OCOP products to reach the market. The "OCOP Fair" organized by the Department of Agricultural Product Quality and Rural Development of the province (formerly Binh Thuan ) in collaboration with TikTok Shop Vietnam has opened up a completely new approach in promoting trade of local products. During the 3 days of organization, more than 30 enterprises, cooperatives (HTX) and production and business establishments were connected to participate in a series of activities to experience reality and livestream to introduce OCOP products on the TikTok platform. Notably, the program is accompanied by prominent content creators (KOC, KOL) such as Thay Phuc Mat Hip, Len Ky Cung Khoa, Hai Chin Thang September, Thuan Du Lich Phan Thiet... Not only are they attractive faces on digital platforms, they truly become "specialty ambassadors" when they directly experience the reality at production facilities, gardens, and local craft villages, thereby telling the story of agricultural products in a familiar, emotional, genuine and inspiring language.
KOC, KOL and suppliers Livestream products on TikTok.
KOCs learned about the process of processing refined bird's nest at Minh Huyen facility (3-star OCOP standard) in Suoi Kiet commune, harvesting and processing dragon fruit at Hoa Le clean dragon fruit cooperative (Ham Thuan commune), to Phu Hai fish sauce village using traditional barrels... all of which were included in short videos that had a strong influence on TikTok. After only 12 hours of broadcasting, the video series with the hashtags #OCOPBinhThuan and #TinhHoaNangGio attracted more than 5 million views and thousands of positive comments. Not only helping consumers access the products in a vivid way, the program also contributed to conveying the cultural values and the dedication of farmers to the community at home and abroad.
Dragon fruit products of Hoa Le clean dragon fruit cooperative
A positive sign is that more and more cooperatives and production facilities in Lam Dong province have initially accessed information technology, bringing products to e-commerce platforms such as TikTok Shop. Content creator Luu Anh Khoa (TikTok Len Ky Cung Khoa channel) shared that, however, most of them are still confused about how to tell product stories on digital platforms, the core to building trust with customers. “I believe that in the future, producers themselves, with their love for their products, will become real content creators. At that time, livestream will not only be a sales tool, but also a bridge connecting farmers with consumers with sincerity and trust,” Khoa said.
Participating products
Hope there will be more OCOP digital markets
Mr. Nguyen Anh Duc - Director of Duc Binh Agricultural Service Cooperative (Dong Kho commune) said: "I am very happy to participate in the Duc Lan rice product of the Cooperative and receive a lot of support from viewers. Previously, I only sold through traditional channels, I did not think livestreaming would be so effective". Ms. Nguyen Hoang Thu Huong - representative of Hoa Le clean dragon fruit Cooperative (Ham Thuan commune) shared: "This is an opportunity for the Cooperative to learn and improve the way to introduce products. I also learned how to record videos, speak attractively, and use standard language on the TikTok platform. After this OCOP market, the Cooperative will soon build its own TikTok channel, organize regular livestreams to bring products to a wider audience.
Ms. Huong follows TikTok
Ms. Ngo Minh Uyen Thao - leader of the Department of Agricultural Product Quality and Rural Development of Lam Dong province said: "The livestream session not only helps businesses and cooperatives access modern sales methods but also opens up opportunities to bring products further, reaching consumers nationwide and internationally. Of the 202 OCOP products that meet 3-star and 4-star standards (formerly Binh Thuan), the first livestream session only selected and introduced 30 products but attracted millions of viewers, with many positive comments and significantly increased orders. Some establishments that were previously unfamiliar with e-commerce are now excitedly waiting to go live."
Hopefully, in the coming time, digital trade promotion activities will continue to expand. With the support of digital platforms and content creators, OCOP products can be combined with tourism and culture to form a sustainable value chain.
Source: https://baolamdong.vn/dac-san-nong-thuy-san-lam-dong-hut-khach-tren-tiktok-380887.html
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