Hanoi Strengthens Market Promotion for OCOP Products

In the context of an increasingly competitive market, enhancing quality, improving packaging, developing distribution networks and expanding consumption channels are essential requirements for products under the One Commune One Product (OCOP) program. With over 3,400 products evaluated and classified, Hanoi has clearly demonstrated its role as a "locomotive" in helping other provinces and cities promote and distribute regional OCOP products.

Hanoi’s OCOP products are showcased at an international handicraft fair

According to the Hanoi Coordination Office of the New Rural Development Program, the city currently has 3,463 OCOP products rated from 3 to 5 stars. OCOP producers are increasingly focusing on the market by investing in machinery, standardizing production processes, developing geographical indications, registering trademarks, and designing packaging that meets modern consumer needs. After certification, OCOP products also receive support from the city and local authorities in packaging design, labeling, and the provision of OCOP stamps with QR codes. As a result, Hanoi’s OCOP products have become well-recognized brands among domestic consumers. Several 4-star and 5-star products have also been exported to various countries worldwide.

In Phu Nghia commune, one of the leading centers of rattan and bamboo weaving in the capital, businesses and production facilities are continuously improving designs and applying environmentally friendly coating technologies to suit modern consumer preferences. According to Meritorious Artisan Nguyen Van Trung, Chairman of the Phu Vinh Rattan and Bamboo Enterprises Association, his family has 23 OCOP-certified products. Craftsmen must not only create items they consider beautiful but also carefully study market demand and work with distribution partners. Today, Phu Vinh rattan and bamboo products are available in Hanoi's OCOP store system, on several e-commerce platforms, and are exported to many countries worldwide.

Bat Trang commune has over 50 ceramic products rated from 3 to 5 stars under the OCOP program. In addition to holding a strong position in the domestic market, Bat Trang ceramics are also exported to many countries across Asia, Europe, and America. Signature products such as tableware, teapots, flower vases, and lucky pots are often chosen as gifts for conferences, major holidays, and important local events. According to Pham Huy Khoi, Chairman of the Commune People’s Committee, Bat Trang welcomes around 100,000 visitors annually, including many international tourists. The commune’s ceramic production and trade now generate over VND2,000 billion per year, with the average income reaching more than VND90 million per person annually.

To support OCOP products in accessing the market, Hanoi has recently promoted the organization of fairs, seminars, and product weeks, contributing to the recovery and development of trade services, strengthening trade connections, boosting promotion, and stimulating consumption of OCOP products. According to the Hanoi Coordination Office of the New Rural Development Program, the city has established 110 points for introducing and selling OCOP products, helping consumers in the capital identify and purchase these goods. Additionally, the Hanoi Department of Agriculture and Rural Development organizes events to showcase OCOP products in connection with regional cultures, such as those of the Northern mountainous areas, the Red River Delta, the Central and Central Highlands, and the Southern region, alongside many consulting weeks to introduce and promote the consumption of OCOP products, traditional crafts, agricultural produce, and food.

Booths at an OCOP products fair held in AEON MALL Long Bien

Hanoi has also signed cooperation agreements with major retail corporations such as Central Retail Vietnam, AEON, WinMart, and Hapro to bring OCOP products into modern distribution systems. In addition, producers receive training in sales skills and in building digital stores on e-commerce platforms such as Postmart, Voso, Tiki, Lazada, and Shopee. However, in practice, many OCOP products remain small-scale, manually produced, with simple packaging, incomplete product information, and unclear origin, making it difficult to access large distribution systems and meet international market standards. Furthermore, many OCOP producers are individual households or small cooperatives with limited management capacity and a lack of professional personnel in marketing, design, and communication, making it hard for even high-quality products to reach larger markets.

According to Mr. Ngo Van Ngon, Deputy Chief of the Hanoi Coordination Office of New Rural Development Program, the city will continue to implement a range of coordinated solutions, such as strengthening the capacity of OCOP entities through in-depth training on product development, market research, branding, and digital transformation; and promoting regional linkages and value chains between production households, cooperatives, businesses, and distributors. These efforts aim to establish stable raw material areas and organize production based on market orders.

Hanoi will also continue to expand its distribution network, increase the number of OCOP sales points in urban areas, prioritize product displays at tourist destinations, support logistics costs, and promote sales on e-commerce platforms. In addition, the city will develop policies to support packaging upgrades, quality inspection, traceability, and certification of quality standards to ensure OCOP products are competitive in the market.

Hanoi's OCOP products have moved beyond the "quantity" stage and now need to shift strongly toward "quality," placing consumers at the center and the market as the guiding principle. When OCOP products are not only attractive and high-quality but also meet consumer tastes and are distributed through the right channels, they will create sustainable value, not only in the domestic market but also internationally.

By Bao Dan, Vietnam Business Forum