Friday, 15 Dec 2017

Create Brand positioning for Vietnamese goods

Updated at Wednesday, 04 Oct 2017, 20:08
The Hanoitimes - It was the remark of the Vice Minister of Industry & Trade Do Thang Hai at the opening ceremony of the “Vietnamese Goods Identification-Proud of Vietnamese Goods” program in Hanoi on October 3.
Vietnamese enterprises introduced products at the International Trade Fair 2017 in Hanoi.
Vietnamese enterprises introduced products at the International Trade Fair 2017 in Hanoi.
As such, the Vice Minister of Industry & Trade Do Thang Hai continued, by enhancing competitiveness capabilities of products and improving linkages between producers and distributors to efficiently bring products to customers have significant meanings to create brand positioning for Vietnamese goods.

Sharing experiences in the first days of implementing the campaign “Vietnamese gives priority to Vietnamese goods”, the Deputy director of the Ministry of Industry & Trade's Domestic Market Department Ve Viet Nga said, in 2007, when Vietnam became the official member of the World Trade Organization (WTO), which has opened expectation for the economy to deeply integrate in the world economy, Vietnamese goods has had opportunities to access global markets. However, together with opportunities, Vietnam is facing challenges from the overwhelming imported goods in Vietnamese market. 

As such, opportunities from an open economy will lead to the situation when enterprises focus on export activities and ignore the domestic market. Moreover, customers’ preference to imported goods have also caused difficulties for Vietnamese goods right at the domestic market. Besides, in order for Vietnamese goods to access market, the Ministry of Industry & Trade has implemented many promotions and campaigns, such as: ”connecting supply - demand”, connecting safe foods into distribution channels, stabilizing market.

After 8 years of implementation, the campaign has achieved positive results. As of present, 90% goods in supermarkets are Vietnamese goods with brands such as Vinamilk, Vinacafe, TH True Milk, Thien Long, Viet Tien, Huu Nghi. In particular, this year, the campaign has brought Vietnamese goods to the highland and distance area, so that customers there can access Vietnamese goods with clear origins, with appropriate quality and reasonable price. According to a survey conducted by Public Opinion Study institution, 92% customers are very interested in Vietnamese goods, 63% customers are willing to buy Vietnamese goods and 54% customers will advise friends and family to choose Vietnamese goods. 

According to some customers, the quality of Vietnamese goods has been improved significantly since the introduction of the campaign. Not only it has changed the domestic customer’s purchase behavior, but also creating motivation for enterprises to produce and create high quality products. Director of the clean food company Big Green Nguyen Tien Hung said, 70 -80% safe fruits of the company have origins from the programs connecting supply – demand of Hanoi. Maintaining the program of connecting supply – demand is an important solution to enhance economic viability for producers and demand of customers.

From the reality, Vice Minister of Industry & Trade Do Thang Hai said, the campaign has contributed to the improvement of Vietnamese enterprises’ credibility, which has significant meaning to the implementation of solution to stabilize production and business. IN order for customers to better identify Vietnamese goods, in the coming time, the Ministry of Industry & Trade will focus on promoting and encouraging to enhance customers’ awareness. Along with this is to develop appropriate criteria for enterprises to improve their products’ competitiveness. In particular, the Ministry will cooperate with related agencies, ministries, provinces and associations to increase efficiency in market monitoring and investigating, with a view to strictly punish illegal business of fake and smuggled products, which is unsafe and pose risks to customers.  
Nguyen Tung - Khac Kien
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