The OCOP program is recognized as an important solution for developing the rural economy by increasing internal strength and value, linked to building new rural areas. To date, the province has 138 recognized OCOP products (from 88 entities); among them, 5 products have achieved OCOP 4-star standards, and 133 products have OCOP 3-star standards, mostly from the food sector. The OCOP products have seen significant improvements in quality and packaging. The program has effectively exploited the potential of local agricultural and aquatic products.

However, through many analyses and assessments, it is clear that the implementation of the OCOP program still faces numerous difficulties in management by state agencies and in the production and business operations of the entities. Particularly, the problem of promotion and sales remains a major issue, with some of the main reasons being that the products lack market branding, are not widely known, do not have suitable and effective marketing strategies, and some products, despite good quality, have unattractive packaging, making them less competitive in the market.

To address these difficulties, it is crucial to bring OCOP products to e-commerce platforms to expand distribution channels, helping OCOP entities reach more consumers, while also applying 4.0 technology in production, processing, and promoting products. Recognizing that digital transformation is an effective solution in the current period, the relevant industries and organizations have actively supported entities in applying digital transformation in the OCOP program. Through many activities such as awareness campaigns, introducing sales platforms, building OCOP product databases, and providing training on technology management skills, the authorities have helped OCOP entities connect with companies and units to bring their products to e-commerce platforms.

In practice, the proactive attitude of the OCOP entities is crucial. Many entities have started actively and positively applying digital transformation in production and business activities, such as establishing traceability systems linked with QR codes and promoting products through websites and social media platforms. Currently, TikTok has become a dominant platform for many entities.

For example, the Hồng Phước Cooperative in Nà Tấu commune has actively sought to connect and introduce their OCOP product, Hồng Phước cassava vermicelli, on e-commerce platforms. Mr. Lò Văn Pâng, Director of the Hồng Phước Cooperative, shared: “At the beginning of 2025, I started building a sales channel on TikTok. After attending training sessions organized by the Department of Industry and Trade and learning on my own, after four months of building the channel, the Hồng Phước Cooperative started having its first products listed. Now, the TikTok channel for Hồng Phước vermicelli has more than 83,000 followers and nearly 445,500 likes. Each livestream session reaches thousands to tens of thousands of viewers and engages a lot of interest.”

In addition to introducing products, to build trust with consumers, the channel regularly posts videos showing the production process, product information, OCOP certifications, and food safety certifications. Furthermore, to attract more viewers, the owner also posts videos about life and activities in the mountains, labor and production processes, and trendy social media videos.

“Traditional sales channels are limited in space and geographic reach, so they cannot create much impact. In contrast, TikTok allows promotion anytime, anywhere, with no restrictions on location or time. Since selling through TikTok, the Hồng Phước Cooperative’s revenue has increased by about 30%. Especially, although it is an OCOP product, Hồng Phước vermicelli was previously not widely known, but now many people from various regions are aware of it and regularly place orders,” he added.

The Tìa Dình Cooperative in Tìa Dình commune has also gradually applied software solutions and mobile apps to record information from the production stage, including data on plant varieties, care processes, fertilizer use, and harvest dates. This helps lay the foundation for product traceability with transparency. To date, the OCOP 3-star green pumpkin product from the cooperative has reached customers nationwide and even has export potential. The cooperative’s revenue and profits have significantly increased, improving the livelihoods of the members.

The cooperative has also encouraged its members and staff to use digital communication tools like group Zalo, Messenger, or simple work management apps to exchange information, announcements, and documents. They have created a fanpage to introduce products, linking it with stories about the cooperative, the culture, and the ethnic minorities in the locality. Through this, they have built trust and enhanced the brand value of their OCOP products.