International cooperatives associated with OCOP (One Commune One Product) are actively exploring strategies to access and penetrate foreign markets.

Promoting the Unique Identity and Premium Pricing of Vietnam's OCOP Products

In an effort to command premium pricing and capture the attention of international consumers, Vietnam's One Commune, One Product (OCOP) producers are employing a series of strategic approaches. These strategies aim to elevate the cultural and commercial value of rural goods, while maintaining their unique identity and authenticity.

Brand Building and Quality Improvement

At the heart of these strategies is a focus on enhancing product quality and packaging. OCOP producers are working tirelessly to meet stringent international standards for safety, eco-friendliness, and design, thereby increasing the cultural and commercial value of their goods [1][3][4].

Leveraging Cultural Heritage and Local Specialties

Many OCOP products emphasize their distinct local origins and traditional craftsmanship. For example, specialties from provinces like Ca Mau are showcased, helping to differentiate them as unique premium offerings [2][3].

Digital Transformation and E-commerce

OCOP producers are also leveraging digital tools to tap into global online markets. Social media, e-commerce platforms, and digital trade promotion (including AI, big data, and interactive 3D displays) are being used to reduce costs and expand reach [1][3][4].

Participation in International Trade Fairs and B2B Expos

Supporting OCOP producers to join major global trade shows, such as Ambiente in Germany and Maison & Objet in France, facilitates brand exposure and connections with discerning international buyers [5].

Trade Agency Support

Vietnamese trade promotion agencies are providing training, technical consulting, branding assistance, market insights, and monitoring of global standards and non-tariff barriers to help OCOP producers innovate and compete in demanding markets like the EU, US, Japan, and Korea [1][5].

The Cooperative Alliance (VCA) is particularly focused on promoting the infusion of cultural essence into OCOP products. To match OCOP products' uniqueness with premium pricing, more structured and serious investment from producers is essential [6].

Reflecting these qualities in the product's packaging can stir excitement, spark curiosity, and inspire visits to the origin of the OCOP item. OCOP producers are advised to use appealing, elegant packaging that exudes luxury and allure [7]. Cultural storytelling could also spark curiosity and emotional connection in international markets [8].

This shift towards premium pricing and marketing is attracting customers and encouraging them to explore the region where the product is made. However, it is important to note that OCOP products are distinguished by their regional and village characteristics and cannot be mass produced [9].

In Ha Noi, customers are already buying OCOP items at a shop, demonstrating a growing interest in these unique and premium goods [10]. The ultimate goal is to turn every OCOP item into a meaningful gift for both the giver and receiver [11].

References:

[1] https://vietnamnet.vn/en/features/vietnamese-rural-products-to-go-global-700989.html [2] https://www.vietnaminsider.vn/business/vietnamese-coffee-brands-target-international-market-3005187/ [3] https://www.vietnamplus.vn/one-commune-one-product-programme-boosts-rural-development-in-vietnam-36553.html [4] https://www.vietnamnews.vn/economy/642356/vietnamese-rural-products-to-go-global.html [5] https://www.vietnamplus.vn/vietnamese-rural-products-to-go-global/243702.vnp [6] https://www.vietnaminsider.vn/business/vietnamese-coffee-brands-target-international-market-3005187/ [7] https://www.vietnamplus.vn/one-commune-one-product-programme-boosts-rural-development-in-vietnam-36553.html [8] https://www.vietnamplus.vn/vietnamese-rural-products-to-go-global/243702.vnp [9] https://www.vietnamnet.vn/en/features/vietnamese-rural-products-to-go-global-700989.html [10] https://www.vietnamplus.vn/one-commune-one-product-programme-boosts-rural-development-in-vietnam-36553.html [11] https://www.vietnaminsider.vn/business/vietnamese-coffee-brands-target-international-market-3005187/

International cooperatives associated with OCOP (One Commune One Product) are actively exploring strategies to access and penetrate foreign markets.