OCOP entities in Dak Lak Province need to change their production and sales mindset in the era of AI and Industry 4.0 to enhance the connection of OCOP products in the distribution system domestically and internationally. This was the main focus of the workshop "Finding solutions to enhance commercial capacity" organized by the Department of Industry and Trade of Dak Lak Province.
On June 7th, the Department of Industry and Trade, in collaboration with the Institute of Economics and Management of Tay Nguyen, organized a workshop "Enhancing sales capacity for OCOP entities participating in the display, introduction, and sale of OCOP products of the province".
Attending the conference were Mr. Luu Van Khoi - Director of the Department of Industry and Trade; Assoc. Prof. Nguyen Ngoc Tuyen - Director of the Institute of Economics and Management of Tay Nguyen; leaders of departments, sectors, cooperatives, and enterprises producing and trading OCOP products.

At the workshop, delegates focused on listening to presentations including: The current situation and solutions for OCOP products of Dak Lak Province to effectively participate in the global value distribution chain; Enhancing sales capacity of OCOP entities in the context of Industry 4.0: lessons learned from E De Coffee Joint Stock Company; Potential, challenges, and opportunities when participating in e-commerce platforms: lessons learned from HENA Agricultural Product Cooperative; Potential and challenges for OCOP enterprises of Dak Lak Province to participate in online marketplaces; Participating in the retail system of supermarkets for OCOP products of Dak Lak Province from the perspective of supermarket managers at GO Buon Ma Thuot.

Mr. Luu Van Khoi - Director of the Department of Industry and Trade delivers the opening speech
In his opening speech, Mr. Luu Van Khoi - Director of the Department of Industry and Trade emphasized that in the context of deepening international economic integration, enhancing sales capacity, promoting promotion, and consumption of OCOP products are not only urgent needs but also strategic objectives to expand our products not only domestically but also in the international market.

Dr. Nguyen Ngoc Tuyen - Director of the Institute of Economics and Management of Tay Nguyen co-chairs the workshop
OCOP entities will together listen to experts and businesses share experiences, discuss challenges and opportunities, and propose practical solutions to enhance business efficiency and promote OCOP products. The opinions and experiences shared at the workshop will bring practical values, contributing to the sustainable development of OCOP products in Dak Lak Province.

Ms. Tong Thi Hoai Phuong - Director of HENA Agricultural Product Cooperative shares about the potential, challenges, and opportunities when participating in e-commerce platforms
According to the assessment of functional agencies, as of May 20th, 2024, Dak Lak Province has recognized 237 OCOP products achieving 3 - 4 stars (including 03 potential 5-star products, 28 4-star products, 25 potential 4-star products, and 181 3-star products) from 95 communes, wards, and towns in the province. With 143 OCOP product entities, including businesses accounting for 35.66%, cooperatives accounting for 23.78%, and production establishments/business households accounting for 40.56%.
Despite the significant increase in OCOP products, the market access capacity of Dak Lak Province is still very limited, not fully leveraging its advantages and potentials. Participating entities in the program are still facing subjective difficulties such as: scale, management capacity of economic organizations participating in the OCOP program is still small and weak, lack of knowledge about market economics and product development according to the value chain, difficulties in completing OCOP dossier criteria according to the regulations of the OCOP program. The understanding of some local officials and production entities about product quality management is still limited, many contents still depend on consultancy; trade promotion activities have been deployed but are still fragmented, small-scale, lacking coherence, and have not yet formed a connected, in-depth promotion system for OCOP products...

OCOP products of Dak Lak Province introduced at the workshop
To enhance the sales capacity of OCOP entities in Dak Lak Province, many opinions suggest that government at all levels need to uniformly deploy strengthening communication activities, support proactive entities to participate in the OCOP program correctly and not chase achievements to ensure that products when evaluated as stars must have quality and be accepted by the market. Paying attention to building policies and solutions for training e-commerce skills for entities in remote and deep areas; support the transformation of science and technology for OCOP products. OCOP entities need to proactively enhance digital transformation in sales.
Functional agencies need to support entities participating in the Conference on Supply and Demand Connection organized by provinces and cities and integrate promotional trade fairs to create conditions for entities to display, introduce products at selling points inside and outside the province; shorten export procedures for products, import input materials, and reduce logistics costs...
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According to Dr. Nguyen Ngoc Tuyen, Director of the Institute of Economics and Management of Tay Nguyen, the biggest misconception of OCOP entities is that they think that having an OCOP certification means they have built a brand and consumers will know about their products. This has not created motivation for cooperatives/enterprises to build and develop brands, reducing competitiveness on trade centers and e-commerce platforms: "The OCOP star is just a passport, not a brand, and the brand is the trust of customers. When you have the passport, you must accompany it to affirm your brand, then our products will rise to a higher level. Secondly, training a sales team and especially making good use of technology platform opportunities to perform well in the current period." - Dr. Nguyen Ngoc Tuyen shared.
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Kim Bao