To bringing local goods into retail chains more effectively

​Dong Nai's OCOP products booth at Co.opmart Bien Hoa.

These stalls are usually arranged in an easy-to-see area, even some supermarkets are located right in the aisles, the facades are close to the eyes of customers, etc. However, in general, these stalls are mainly for promoting and introducing products, the revenue is still modest, not as expected despite being located in a rather favorable location.

A representative of Big C Dong Nai said that the local OCOP product stalls are arranged by the supermarket in the front, near the payment area, so it is quite convenient for customers to choose and buy products. This stall currently has more than 20 products from Dong Nai of about 7-8 businesses in the province. In general, purchasing power at this stall is still not high, mainly products are displayed here to introduce products to consumers. In the coming time, the supermarket will actively connect more quality local products to this stall.

In addition, many local businesses and production facilities are still passive in connecting and bringing products into major distribution channels. Ms. Hoang Thi To Uyen, Deputy Director of Co.opmart Bien Hoa, said that at first when the supermarket opened a stall for OCOP products in the province, many local businesses and production facilities were still hesitant to connect to bring goods to this store.

In order to compete and attract the attention of customers, local businesses' brands must really change the way in packaging design and packaging quality, especially food and beverage brands according to modern trends, innovate, even show the brand story. Since then, it has contributed to increasing the image, creating coverage and strengthening the position of the brand name of local goods in the market, especially for modern distribution and retail channels.

Ms. Tuyet Mai, a resident living in Ward Quyet Thang, Bien Hoa City said that every week she often goes to supermarkets such as Co.opmart, Big C Tan Hiep to buy food and consumer goods for the whole family. In the last few years, she has noticed local Dong Nai products displayed on easy-to-see "front" shelves or near the checkout counter such as: Long Thanh milk cake, Yen Nhung cashew nut, products Truong Phat lotus products, Thuan Huong dried fruits, etc.

"Although supermarkets in the province have connected to bring more products closer to consumers, to be really effective, it is necessary to change from packaging to be more eye-catching and more modern. In general, the OCOP products in supermarkets all have a monotonous "appearance", without much creativity to impress or attract many young and potential customer segments. Only elderly and middle-aged people like me know the quality of these brands to choose to buy," - Ms. Mai shared.

To connect and bring local products and goods into modern retail channels to be effective, it is necessary to have synchronization from both manufacturers, suppliers and retailers under the support, connections from related departments and sectors. This strategy needs to have the long-term plans, innovate forms of supply and demand connection to raise the level from introducing and promoting products to a sustainable product consumption channel, achieving high revenue for local products.

Phan Anh