To capitalize on this opportunity, the province is focusing on digital skills training, guiding cooperatives and production and business establishments in content creation, video shooting and editing, and applying Artificial Intelligence (AI) to online promotion and sales.

At the training course “Applying AI in Agricultural Produce Promotion and Consumption” organized by the Điện Biên provincial Cooperative Alliance on October 8, numerous cooperatives across the province received hands-on coaching on crafting product promotion videos. Instead of merely introducing sales platforms or providing generic instructions on posting to social media, the program delved deeply into skills applicable directly to daily business operations, such as brainstorming concepts, scriptwriting, selecting camera angles, taking photographs, editing and fine-tuning footage, voiceover dubbing, and choosing background music to finalize promotional content.

Content formulation for a video showcasing a product was instructed in detail to trainees by Bùi Minh Long. For instance, to promote fresh macadamia nuts, rather than capturing sweeping panoramas of the orchard or routine cultivation tasks, content creators need to select imagery that accentuates the nut’s distinctive physical traits and set appropriate camera angles. Every frame must convey a clear message, helping viewers swiftly recognize what makes the product appealing.

One emphasized component was the technique of creating a hook within the first three seconds of a video. Amid the deluge of content appearing continuously across social networks, visual framing, narrative leads, and presentation styles must go straight to the highlight to retain viewers. A video with aesthetically pleasing imagery that lacks a distinct highlight and fails to clarify product value will struggle to generate interest, making it even harder to convert interest into a purchasing decision.

Attending the training class, Quàng Văn Chà, from Kéo village, Mường Phăng commune, paid particular attention to the guidance on leveraging ChatGPT to support product promotion and off-take. Chà noted that previously, drafting introductory blurbs or editing videos was met with considerable awkwardness. Guided by instructors, he learned how to use AI to generate dialogue ideas and arrange content layouts, while practicing photo collage, video editing, and selecting suitable background music.

Also engaging in active exchanges with the lecturer throughout the session, Lò Thị Yên, a member of Linh Quang Cooperative in Thanh Nưa commune, sought to apply the knowledge to promote the cooperative’s two flagship products: Điện Biên macadamia and coffee.

Right during the training session, using her own smartphone, Yên independently filmed a product introduction video, practicing cutting, editing visuals, and recording voiceovers to finalize promotional material for the cooperative’s macadamia and coffee. From not knowing how to choose camera angles, arrange visuals, or deliver an introductory script, she was able to perform fundamental operations independently to produce a short promotional video serving online sales.

Pairing learning with practice helps trainees readily visualize and apply knowledge to actual work. Operations such as setting lighting, stabilizing frames, capturing audio, and cutting visuals appear simple, yet directly dictate video quality. When provided with concrete coaching, trainees progressively resolve common hurdles, gain confidence in front of the lens, and proactively build content introducing their products.

Practical realities demonstrate that the challenge for many cooperatives, cooperative groups, and household businesses lies not only in lacking sales channels, but in their capacity to produce content compelling enough to attract buyers. Many establishments have utilized Facebook and Zalo to introduce products, but approaches remain basic: images lack sharpness, information misses core highlights, and videos fail to demonstrate product advantages. Therefore, hands-on, step-by-step coaching tied to specific merchandise helps learners apply knowledge immediately to promotional and commercial activities.

Alongside skills training, introducing local farm produce and regional specialties onto online platforms is unlocking added promotional opportunities for Điện Biên products. From dried meats, macadamia, coffee, assorted fruits, golden star apples (vú sữa Hoàng Kim), green-skinned pomelos, and strawberries to rice, brown rice vermicelli, instant brown rice noodles, canna vermicelli (miến dong), honey, khẩu xén crackers, tea, and brocade handicrafts, the showcased product catalog has grown increasingly diverse. Through livestreams, introductory videos, and sales posts, cooperatives secure added avenues to reach consumers, search for business partners, expand linkages, and develop distribution markets.

At trade fairs and major cultural festivals, beyond physical display and direct product introduction, many cooperatives and household businesses proactively livestream, record, and broadcast live booth footage onto social networks. This approach promotes products beyond the geographic perimeter of the event, enabling customers unable to attend in person to discover, learn about, and place orders for goods. Consequently, each booth serves not only as a direct sales point, but doubles as an online promotion channel, contributing to expanding customer bases and augmenting off-take opportunities.

Quà Điện Biên Cooperative retails numerous agricultural specialties of Điện Biên, with around 80% of promoted items being OCOP-certified products rated 3 stars or higher. Beyond 4 physical display and introduction sites at Mường Thanh Hotel, the Điện Biên Museum, Điện Biên Airport, and Dân Tộc Quán Restaurant, expanding sales across digital platforms is an essential orientation for the cooperative to reach and broaden its customer base. Physical retail points allow tourists and local residents to conveniently select specialty gifts, while digital channels help the cooperative showcase products to consumers outside the province, sustain customer engagement following their travels, and unlock repeat sales opportunities.

Nguyễn Thị Ngọc, a staff member of Quà Điện Biên Cooperative, stated that after receiving e-commerce skills training, she gained added knowledge in product content formulation, feeling more confident when filming videos and presenting on camera. Rather than simply posting photos with brief captions, she knows how to select standout details and craft focused descriptions so viewers better comprehend the products.

Elevating digital skills for cooperatives, cooperative groups, and business households does not merely mean teaching them to use a few mobile apps or assemble sales videos; it helps producers adjust their market approach. They learn to identify customer segments, understand product value, proactively create media content, and leverage technology to expand commercial operations. When these skills are applied regularly, smartphones become more than communication devices - they transform into promotional tools that connect with customers, step by step taking Điện Biên products beyond familiar regional boundaries and closer to consumers nationwide.