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Trade promotion programs: proposing more effective solutions

​Last weekend, the Department of Industry and Trade coordinated with the Department of Trade Promotion of the Industry and Trade to hold a meeting with 50 local export enterprises discussing the policies and solutions on supporting trade promotion and market development.


According to enterprises, trade promotion plays a very important role in the distribution and consumption of goods, especially export markets. They recommend that trade promotion programs need to be implemented early so that enterprises can have the initiative in production plans. In addition, each promotion program should focus on specific categories and at a scale suitable for small and medium enterprises.

Plans should be implemented soon
 
At the meeting, many businesses recommend that participation in fairs and exhibitions should be appropriate so that small and medium private enterprises can easily find orders, focusing on traditional markets where product requirements are not too strict. Mr. Tran Van Thanh, Director of Kien Phuc Private Enterprise, specialized in exporting wooden products from rubber trees, said that after participating in overseas trade promotion programs and fairs, he believes some enterprises do not have any chances from these occasions because they cannot approach potential customers. "These fairs are too large, while we are a small business with a small booth which is less accessible to customers because they are busy visiting other large enterprises from other countries, "Mr. Thanh shared.
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 Enterprises raise their opinions at the meeting
In another aspect, Nguyen Duc Tuan Hai, Director of Green Leaf Co., Ltd specialized in manufacturing and exporting light fixtures to European and American markets, suggested that the province should implement trade promotion programs and plans soon enough so that the enterprises can come up with proper preparation. "In advanced countries, the market is very demanding. Therefore, there should be plans for the participation in the trade promotion and foreign fairs right at the end of the previous year for businesses to sign up. It was not until May that the announcement was made, we couldn’t have any proper preparation, "Hai said.
 
Lam Thanh Duc, Director of Thanh Duc Livestock Production Company, said that the company has been studying the Korean market to introduce its clean chicken products. Chicken egg products are accepted by Korean partners after a series of tests, but businesses still cannot deliver any shipment. The reason is that the functional agencies of Vietnam and Korea have not signed agreements to support enterprises in exporting this item. Mr. Duc suggested that Vietnam Trade Promotion Agency would soon open the market so that enterprises could do import and export practice more conveniently.
 
Enterprises should actively consult with the state agencies
 
Bui Thi Thanh An, Deputy Director of Trade Promotion Department, said that every year, the Department offer trade promotion programs domestically and abroad. For businesses that wish to export any item, the first requirement is to acquire the approval from partners. Some businesses think that displaying products at the fairs is a chance to sell goods to the visitors, this is very difficult in today's competition context. To promote products, businesses often spend 2-3 years at the fairs to make their products recognizable to new foreign partners. At that time, winning a signed contract is deemed successful, 'she said.
 
According to Ms. An, in order to achieve high efficiency in the context of participation of many small and medium enterprises, enterprises need to thoroughly understand their targeted markets before participating in the promotion programs. On improving the national trade promotion program, the Department of Trade Promotion will focus on key product categories and major markets. For small and medium enterprises, there will be particular programs, including cooperation with foreign business organizations for Vietnamese enterprises to participate in smaller fairs and gradually be prepared for the bigger ones.
 
Particularly for national trade promotion programs, in order to advertise key industries, Vietnam Trade Promotion Agency is obliged to select enterprises qualified to meet the requirements of those markets. "The state has paved the way and negotiated to make the market accessible so businesses need to comprehensively understand their strengths and comply with the requirements of the market," Ms. An said.
 
Admitting the late preparation of the province’s trade promotion plan, Nguyen Thi Lan, director of the provincial Trade Promotion Center, said that it was not until April this year that the plan was submitted to the provincial People's Committee. To prevent this from happening again, in 2018, the center will start to prepare the plans since the end of 2017 and publicly inform enterprises and associations in the province. Since then, enterprises will have a chance to update information and prepare themselves before registering to participate in the fairs and exhibitions domestically and abroad.
 
Deputy Director of Trade and Industry Department Thai Thanh Phong wishes enterprises to be more proactive in contacting and proposing their aspirations to develop suitable trade promotion programs. "Every year, we have trade promotion programs for businesses to register to participate. All plans are developed by the Trade Promotion Center, so in addition to the survey of the center, enterprises should actively contact the center to grasp legitimate needs and aspirations to improve these promotion programs“ Mr. Phong said.
 
International trade promotion programs
 
According to the Dong Nai trade promotion program in 2017 promulgated by the provincial People's Committee on April 5, this year, the province will send 5 delegations to participate in trade fairs and exhibitions abroad; specifically, the trade fair in Chicago city of the US and Expo in Japan in September, the agricultural food products fair in China, the international fair and exhibition in La Habana (Cuba) in October and Vietnam - Cambodia International Fair in November. For more information, please contact Dong Nai Trade Promotion Center.
 
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