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Consolidating internal strength to compete for Vietnamese goods

​Over the years, especially in the context of integration, many Vietnamese-branded products have built a reputation, widely available in all traditional and modern retail stores, and and more and more consumers are interested in and choose.

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​Consumers choose to buy Vietnamese products at a supermarket in Bien Hoa City

When entering the "playground" of integration, the presence of foreign brands and goods in Vietnam make the domestic goods market coming rich, quality and competitive price. This means that domestic enterprises, especially small and medium enterprises, and local enterprises will be under great competitive pressure right at home.

Therefore, in order for Vietnamese enterprises to survive and develop under increasing competitive pressure, it is necessary to strengthen and improve internal resources to standardize products in accordance with the requirements and selection criteria of consumers is paramount.

Director of Tan Nhien Co., Ltd (Tay Ninh province) Dang Khanh Duy shared, the company's main products are types of rice papers. The company has chosen to go in the opposite direction, which is to strive to achieve export standards and international certificates before receiving high quality Vietnamese goods certification. Currently, the company's products have been increasingly expanding, covering the domestic market and aiming to develop more export markets.

General Director of Asia Confectionery - ABC Bakery Company Limited (HCMC) Kao Sieu Luc shared that in the past, when there had been few sellers and many buyers, there had been not much competition. Now it was different, competition was getting fiercer with the strength of enterprises that invested a lot in technology. Therefore, the company invested heavily in deep processing to serve diverse needs and new trends of consumers, preserving the brand name and product quality worthy of high-quality Vietnamese goods.

“When there are good products, consumers will know their brands of course. At that time, the important thing is to build and maintain the brand names"- Mr. Kao Sieu Luc emphasized.

In the process of deepening integration, Vietnamese enterprises will not be able to "stand still" but need to actively change their market approach, change their thinking on governance, and actively invest in people, technology, digital transformation to create products with beautiful and rich designs, reasonable prices and good after-sales services. That is the key to win, keeping and increasing market share at home.

According to the survey results of consumers voting high-quality Vietnamese goods in 2023 conducted by the Association of Vietnamese High-Quality Good Enterprises, the Vietnamese consumer goods market is gradually developing in depth. Consumers not only value very basic factors such as perceived quality, durability, and price, but factors such as safety of use, fresh products, information on nutritional ingredients, and origins or use or product features, or products with quality certifications... These are factors being great interested by consumers, especially for products in the food and beverage industry.

Mr. Nguyen Van Phuong, in charge of the census and survey of the Vietnam Association of High-Quality Good Enterprises, shared that the survey results had showed that traditional retail channels still dominated 60% due to the attractiveness of quality, price, especially convenience, the friendliness of the sellers. However, in urban areas, customers still tended to shift from traditional markets and small grocery stores to modern retail channels.

Representatives of many supermarkets and trade centers in the province, Vietnamese goods are increasingly adapting to the needs of changing consumers' shopping habits. Domestic enterprises need to continue to focus on the quality and convenience of products, improving the friendliness and safety of products...

Deputy Director of Bien Hoa Co.opmart Hoang Thi To Uyen said that domestic enterprises were paying more and more attention to transparent information for products, improving designs and packaging in a modern and friendly way with environment to enhance competitiveness and attract consumers. In fact, at present, many Vietnamese products have the same quality and designs as foreign products.

Author: Nam Huu

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