Part 2: Brand positioning of Vietnamese goods

To compete effectively in foreign markets, promoting proper branding is a sustainable export measure.

Along with processing for big brands, Dong Hung Shoe Company (Di An City) strives to develop its own brand to dominate the market.

Sustainable direction

After the Covid-19 epidemic, along with the restructuring of production, the major problem for Vietnamese businesses was to rebrand and reposition Vietnamese goods on the international market in the face of challenges and welcomes new opportunity.

In recent years, the export of timber and forest products has become a key economic sector of the province. The branding of wood products, striving for Binh Duong to become the "capital" of Southeast Asia is the goal set by the wood industry. Timber enterprises in the area have had stable markets in leading countries in the world. Regarding production and processing technology, the names of Binh Duong enterprises have also become prestigious brands in the world market. Economic expert Pham Chi Lan said that the opportunity to expand the wooden export market of Binh Duong is still great. However, in order to improve the competitiveness and affirm the value of exported timber of Binh Duong in particular and Vietnam in general, businesses need to make more efforts. Besides applying high technology, advanced technology in production, the development and branding are very important. Expert Pham Chi Lan also expressed great expectation on the dynamism and dare to think and dare of timber enterprises in Binh Duong in the future.

As a senior enterprise in the export timber industry, Mr. Huynh Quang Thanh, General Director of Hiep Long Company (Thuan An City) expressed his agreement with the evaluation of expert Pham Chi Lan. Although the wooden products of domestic enterprises produce high quality, many sophisticated products, but because of no brand, the export value is low. Therefore, many businesses have to export through foreign partners, both reducing the value and reducing the competitiveness of enterprises. Each brand of the enterprise will be a bright spot to gather and paint a beautiful picture for the Vietnamese wood processing industry.

The Vietnamese leather and footwear industry is also called the spearhead industry. According to the General Department of Customs, Vietnam is second only to China in exporting shoes, with a total production of about 1 billion pairs per year, expected to bring the country's economy nearly 22 billion USD, in particular 2019. After nearly 30 years of development, Dong Hung Industry Joint Stock Company is ranked in the top 30 of Vietnam's leather footwear industry with an annual export turnover of more than US $ 100 million. Mr. Nguyen Van Le, Deputy General Director of Dong Hung Shoes Company (Da An City) said, with concern about a brand of shoes made in Vietnam, Dong Hung Footwear Group has launched the Hug shoes brand. All Hug products are handled by foreign teams, from production to standards and quality control, to ensure that every pair of shoes delivered to consumers is of the same quality as world brands. with trendy design. Mr. Le said Hug is the new spiritual child, expressing the aspirations of Dong Hung. He expected with "international quality, Vietnamese prices", Hug promises to be a new start for the next development of Dong Hung.

Appreciate the potential of the market

Sharing about market experience, Mr. Le said that enterprises are actively researching, capturing information and being flexible in approaching, taking advantage of opportunities, preparing themselves for a regional and international competitive position. In particular, businesses need brand, reputation and quality to do business on a long-term scale. Only when enterprises meet the conditions and standards of the import market and meet the criteria of origin as committed, will the preferential tariffs take effect and develop the sustainable export market of enterprises..

As a small company, Kim Chung's products have been exported to European and Japanese markets with its efforts. Ms. Trinh Thi Hong Chau, Director of Kim Chung Mechanical Company, said that for enterprises, the initiative in investing in technology and ensuring product quality is the solution for sustainable export development. For Kim Chung, the main experience is to actively maintain the old market, find new markets and ensure product quality. The company maintains its growth momentum by exporting precision mechanical products to Germany, the United States and Japan.

Textile enterprises in the province said that although it is important to know the brand development associated with exports. But the majority of textile and apparel enterprises in the province are small, even super small, building a brand, seeking markets is an overwhelming task. The enterprises' efforts to outsource to big brands is a quite safe strategy right now ... Locating a garment brand in the international market is not only a one-off story soon. Despite knowing that the market opportunity is very large, there are still many barriers for Vietnamese brand positioning. According to Mr. Huynh Quang Thanh, this requires businesses to have a strategy to produce both orders and invest in the design process, to access the market to make the most stable steps.

(To be continued).

Reported by Tieu My – Translated by Vi Bao

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