Experience in bringing Vietnamese brands to the world

VCN - Many success stories of Vietnamese enterprises when entering the international market are proof that Vietnamese products can completely conquer consumers in demanding markets, even in segments and industries that are difficult to imagine. It seems very difficult to compete.
More national-branded firms join top 50 Vietnamese brands More national-branded firms join top 50 Vietnamese brands
Vietnamese brands in the CPTPP market still modest Vietnamese brands in the CPTPP market still modest
Giving wings to Vietnamese brands in major markets Giving wings to Vietnamese brands in major markets
DH Foods products on Japanese supermarket shelves. Photo: ST
DH Foods products on Japanese supermarket shelves. Photo: ST

Golden time

Talking at the recent Vietnam Brand Scale Up Forum, Mr. Randolph Ng, General Director of New Customers, Asia Australia and India, Google Asia-Pacific assessed that now is a golden time for brands to Vietnam and Ho Chi Minh City to develop in the international market. Accordingly, with the explosive growth of e-commerce, up to 1/3 of Americans prefer cross-border shopping through reputable e-commerce sites. Meanwhile, the US is Vietnam's largest export market.

Mr. Randolph Ng also pointed out a number of Vietnamese brands that have successfully conquered American customers thanks to e-commerce such as Abera, Yes4All... Among them, business in the field of cosmetics - this is not Vietnam’s strength when developing into developed markets, but Abera achieved millions of dollars in sales in the US market in the first year. Yes4All also sells fitness equipment, garden furniture, outdoor furniture... Currently, Yes4All has successfully sold on Amazon Japan, Canada, Mexico, Australia, Singapore, UAE and is preparing to expand to other markets.

Mr. Dong Thanh Son, co-founder of the Abera brand, said that the cosmetics field is currently dominated by giants such as Japan and Korea, and recently domestic Chinese cosmetics have emerged. But Mr. Son assessed: "Vietnamese cosmetics still have the opportunity to play with these big corporations. Mr. Son made this comment based on Vietnam's extremely rich source of medicinal herbs and e-commerce platforms that are creating a fair playing field for sellers in reaching customers. In addition, generation Z is reshaping their shopping style on the internet. "With these factors, in the next few years, cosmetics made in Vietnam will have global coverage" - Mr. Son affirmed.

As a "bridge" business bringing Vietnamese brands to the world, Mr. Nguyen Khanh Trinh, Chairman of Clever Group, said that Kiwi Home is one of Vietnam's success stories when bringing products to Amazon. Accordingly, in the past, this unit mainly exported through import-export companies, meaning it had to go through 3-4 intermediary stages for the product to reach the shelves. However, with the support of Clever Group, after 2 years of bringing products to Amazon, Wiki Home's 2023 revenue has reached USD 1 million with advertising operating costs of just under 20%. Similarly, the TMA Medispores brand is a brand that sells probiotic functional foods that support digestion. This is a product that is the strength of domestic American brands, but after bringing the product to Amazon, TMA Medispores' revenue has continuously grown month by month and currently has more than 3,000 customers choosing the purchase feature every month.

According to Mr. Trinh, previously 80% of sellers on Amazon were from China. But after the US-China trade conflict broke out and taxes increased very high, Amazon lost a large number of sellers from China and turned to looking for sellers in Vietnam. Therefore, this is a huge opportunity for Vietnamese brands.

Branding expert Tran Tue Tri also pointed out many factors that bring opportunities for Vietnamese brands to reach the world, such as: rich national cultural heritage, large number of overseas Vietnamese, natural resources. Abundant domestic market, large international market, benefiting from the "China +1" international business strategy, easier market penetration thanks to the rapidly developing information technology platform and competitive advantages competitive prices and abundant human resources.

The secret to success

Sharing about Abera's success, Mr. Dong Thanh Son said that before conquering the world market, Abera built its brand in the domestic market, then entered the Southeast Asian market and gradually expanded to larger markets. Another experience shared by Mr. Son is flexible innovation to suit each market. From packaging, materials, language... everything must be changed to suit the tastes and culture of the local country.

Talking about this opinion, Mr. Nguyen Trung Dung, General Director of DH Foods, said that to export products to foreign markets, businesses must first do well in the domestic market. Specifically, after covering all supermarkets in Vietnam, DH Foods has just begun to consider exporting. DH Foods has chosen large markets such as Japan, Korea, America, Canada, Australia, and Europe - markets that favor high quality products, natural products and can accept a bit higher price.

Mr. Dung actively participates in international exhibitions and goes to supermarkets to research market trends, thereby building suitable products. DH Foods continuously launches new products, at one point there were nearly 200 products; although out of 10 products launched, only 3-4 products existed, there were domestic products that Chinese customers did not like it, some Chinese products don't like them but are welcomed by Europe... There are many products, customers will have more choices.

Mr. Dung also said that when going abroad, businesses will have to compete with very large competitors with very strict requirements. “Last year, after going to exhibitions in the US and Germany, I decided to put the factory in an industrial park. Even though it is a difficult time, DH Foods is still determined to achieve the highest certifications to enter supermarket systems abroad" - Mr. Dung said.

From his supporting experience for Vietnamese businesses on international e-commerce platforms, Mr. Trinh pointed out a number of barriers that cause Vietnamese sellers to fail on the path of cross-border e-commerce sales. That is not carefully researching the market and preparing products, not focusing on brand building, focusing too much on advertising and balancing cost structure. In addition, the fact that businesses do not take care of customers and build loyal customer files and the mentality of demanding quick results are also factors that lead to the failure of sellers.

Accordingly, Mr. Trinh recommended that businesses need to focus on building global brands, choosing products suitable for the target market and planning to synchronously deploy trade channels. Businesses also need to optimize products after customer feedback, change packaging to suit the target market, and research countries' storage, transportation, and tariff policies.

By Nguyen Hien/Bui Diep

Related News

Strong digital transformation in tax management

Strong digital transformation in tax management

VCN - In the context of the Government's drastic direction in implementing the National Digital Transformation Program, building e-Government, digital Government, and digital economy, the Tax industry has made strong strides in digital transformation, creating major changes in management methods and working processes.
Improve processes and enhance experience to rebuild trust in life insurance

Improve processes and enhance experience to rebuild trust in life insurance

VCN - In Vietnam, the space and potential of the life insurance industry is still very large, so it is necessary to focus on implementing new solutions, improving product quality, and helping the market develop sustainably.
Ensuring quality for sustainable growth of durian exports

Ensuring quality for sustainable growth of durian exports

VCN - Quality is a prerequisite to ensure sustainability for durian exports. Accordingly, the Ministry of Agriculture and Rural Development issued many synchronous solutions from technical processes to sanctions to ensure productivity and quality of exported durian fruit, as well as meet the requirements of the importing country.
Pangasius exports are forecasted to bounce back at the end of the year

Pangasius exports are forecasted to bounce back at the end of the year

VCN - It is forecasted that pangasius exports is forecasted to be better from the third and fourth quarters of 2024, leading to the uptrend being adjusted to increase by at least about 10% compared to the current price.

Latest News

Imports and exports achieve more than US$270 billion

Imports and exports achieve more than US$270 billion

VCN - By mid-May, the country's total import-export turnover reached US$270.82 billion, according to the latest statistics from the General Department of Vietnam Customs.
Coffee output in 2023-2024 crop forecast to fall 20 per cent

Coffee output in 2023-2024 crop forecast to fall 20 per cent

Việt Nam’s coffee output in the 2023–2024 crop year is estimated to decrease by 20 per cent compared to the previous crop year, to 1.47 million tonnes, the lowest in four years.
Pharmaceutical industry sees slowing growth momentum

Pharmaceutical industry sees slowing growth momentum

After record profits and strong growth in 2023, the industry’s momentum faced limitations in 2024 due to rising raw material costs and increased market competition.
Agricultural and food businesses increased profits thanks to export recovery

Agricultural and food businesses increased profits thanks to export recovery

VCN - Many agricultural and food exporters have recorded positive business results thanks to the momentum from the recovery of major markets and solutions to enhance deep processing, helping to improve product value and business efficiency.

More News

The auto industry does not shrink from many challenges

The auto industry does not shrink from many challenges

VCN - In the context of the import tax reduction roadmap being implemented when Vietnam participates in commitments in Free Trade Agreements, the pressure of competition on the Vietnamese automobile industry is also increasingly fierce. Therefore, in addition to tax and fee support, many breakthrough solutions and policies are needed to create a boost for the auto industry.
Traceability helps improve product value

Traceability helps improve product value

VCN - Traceability of origin has been and is a mandatory requirement for Vietnamese goods when exporting to several markets. The application of information technology and the use of QR codes is an effective solution in traceability, increasing value and promoting product consumption, especially agricultural products.
Vietnamese pepper prices see strong upward trend

Vietnamese pepper prices see strong upward trend

The Vietnam Pepper and Spice Association has expected pepper prices to continue rising every week.
E-commerce boosts exports of Vietnamese products

E-commerce boosts exports of Vietnamese products

Digital platforms have played a key role in helping Vietnamese firms take their high-quality products to the world, insiders have said.
Increasing the value of rice grains from the project of 1 million hectares of high quality rice

Increasing the value of rice grains from the project of 1 million hectares of high quality rice

VCN - The implementation of the project of 1 million hectares of high-quality rice will contribute to promoting the transition from traditional farming methods to synchronous mechanization, developing large-scale, stable and long-term concentrated raw material areas, ensuring sustainable and effective farming quality and minimizing environmental pollution. Vietnam is also the first country in the world to build a large-scale project on sustainable rice production and reduced emissions.
Hai Phong Port strengthen solutions to improve cargo handling capacity

Hai Phong Port strengthen solutions to improve cargo handling capacity

VCN - The flow of goods passing through Hai Phong port area has tended to improve recently.
Five trends in exporting through e-commerce

Five trends in exporting through e-commerce

VCN - On May 22, 2024, Amazon Global Selling announced the prominent cross-border e-commerce (CBEC) trends shaping Vietnam's online export economy. Concurrently, it launched phase two of the program "CBEC: The breakthrough era" in collaboration with the Vietnam e-Commerce and Digital Economy Agency (iDEA) under the Ministry of Industry and Trade.
Vietnamese firms urged to watch global trade policies

Vietnamese firms urged to watch global trade policies

Experts say Vietnamese firms should keep an eye on global trade moves by major economies to figure out how best to promote the consumption and export of products made in Việt Nam, in the context of a glut of cheap Chinese goods flooding the world market.
Vietnam’s tra fish export tipped to bounce back

Vietnam’s tra fish export tipped to bounce back

Vietnamese tra fish export has roared back to growth after a significant drop recorded earlier this year as countries have scaled up their imports, according to insiders.
Read More

Your care

Latest Most read
Imports and exports achieve more than US$270 billion

Imports and exports achieve more than US$270 billion

By mid-May, the country's total import-export turnover reached US$270.82 billion, according to the latest statistics from the General Department of Vietnam Customs.
Coffee output in 2023-2024 crop forecast to fall 20 per cent

Coffee output in 2023-2024 crop forecast to fall 20 per cent

Việt Nam’s coffee output in the 2023–2024 crop year is estimated to decrease by 20 per cent compared to the previous crop year, to 1.47 million tonnes, the lowest in four years.
Pharmaceutical industry sees slowing growth momentum

Pharmaceutical industry sees slowing growth momentum

After record profits and strong growth in 2023, the industry’s momentum faced limitations in 2024 due to rising raw material costs and increased market competition.
Agricultural and food businesses increased profits thanks to export recovery

Agricultural and food businesses increased profits thanks to export recovery

VCN - According to data from the Ministry of Agriculture and Rural Development, agricultural, forestry and fishery export turnover in April reached 5.14 billion USD, an increase of 19.7% compared to April 2023.
The auto industry does not shrink from many challenges

The auto industry does not shrink from many challenges

VCN - In the context of the import tax reduction roadmap being implemented when Vietnam participates in commitments in Free Trade Agreements, the pressure of competition on the Vietnamese automobile industry is also increasingly fierce. Therefore, in addi
Mobile Version