The Development of Hemp Products by Adding Value through Storytelling, Creative Design and Promoting Digital Marketing of the Hemp Community Enterprise Group, Chiang Mai Province

Abstract

The research topic is amixed-method research using both qualitative and quantitative aspects. Data collection was carriedout using participatory action research (PAR) and focus group processes. The opinions of the sample were gathered from 48 people from different sectors, including researchers, honorary exhibitors, and experts who have contributed to hemp fiber products, using questionnaires and interviews as research tools. The research results for Objective 1, promoting value-adding of hemp fiber products through storytelling, found that the Dao Mang Hemp Community Enterprise in Mae Rim District, Chiang Mai Province, gained knowledge about storytelling to promote local identity, which is highlighted by writing wax candles with various patterns on hemp cloth that depict the way of life of the Hmong ethnic group. The logo, which features a seated weaver and the Thai letter "Dao Mang" in white against a navy blue background, conveys the meaning and origin of the community enterprise. The word "Dao" means cloth in the Hmong language, while "Mang" means hemp. For Objective 2, promoting creative design, the community enterprise group received knowledge and a greater understanding of creative design. The three community enterprise groups designed 26 clothing sets and solicited opinions from the sample group on five issues: 1) functionality, 2) beauty, 3) good design concept 4) responsiveness to the needs of most people, and 5) reasonable price. It was found that the overall level was high, with all issues receiving high ratings. For Objective 3, promoting digital marketing, the hemp fiber product community enterprises have entered the SMEs-OTOP FINVER platform, a public marketing system for small groups, after previously using only Facebook Pages. The platform's concept is "Tens thousands of people share, millions of people see, hundred thousand people buy by Thai people for Thai people" in the digital age of online marketing. After hemp products were developed to add value through storytelling, creative design, and digital marketing, sales increased by at least 10-20%, despite experiencing the COVID-19 situation during the vears 2021-2022. Factors contributing to the success of the hemp fiber community enterprise group in Chiang Mai Province include working in the form of civil society, which is a cooperation between the public sector, the private sector, and the public sector, and public relations that use pictures, news, and video clips through various online media. As a result, the products are widely known both domestically and internationally.