Increasing global presence of Vietnamese brands

15:13 | 31/03/2015 Society

(VEN) - Since the Buy Vietnamese Goods campaign was kicked off five years plus ago, many Vietnamese brands have not only secured strong footholds in the domestic market but have also risen in popularity among consumers abroad.

Increasing global presence of Vietnamese brands

Launched in 2009, one of the big objectives of the campaign was to increase the competitiveness of Vietnamese goods. Chairman of the Vietnam Fatherland Front and Head of the Central Steering Committee for the Buy Vietnamese Goods campaign Nguyen Thien Nhan said, there were three factors that brought success to the campaign. The first and also the most important factor was the efforts of Vietnamese enterprises to improve product quality to meet consumer demand. The second one was the supports of authorities at all levels, the Vietnam Fatherland Front and propaganda of the mass media about the campaign. The third factor was the better awareness of consumers about the need to buy Vietnamese goods. The efforts of domestic enterprises to increase the product quality and lower product prices not only helped Vietnamese goods secure strong footholds in the domestic market but also move further into overseas markets.

As a purely Vietnamese-owned beer brands, for many years now Dai Viet beer has risen in popularity among Vietnamese consumers thanks to its perse varieties and prices which suit different types of consumers. Dai Viet beer products have been exported to 30 countries, including markets like the US and Germany. On the occasion of the 40-year establishment of the diplomatic relations between the two countries (1975-2015), the German Embassy in Hanoi and Huong Sen Group Joint Stock Company signed a Memorandum of Understanding (MoU) on producing a special kind of beer to celebrate the event, which will be available on the market this year and be advertised widely in both countries to during the celebration activities.

According to Tran Van Sen – the Chairman of the Board and General Director of the Huong Sen Group JSC which produces Dai Viet beer, this has not only been an honor for the company, as it has also underlined the quality of the Dai Viet beer brand.

Thanks to continuous efforts to build the Dai Viet brand which contributed to the success of the campaign, the Huong Sen Group JSC was honored as one of the top 10 excellent Vietnamese product brands in the first Outstanding Vietnamese Products and Services Award 2014.

Asides from the Huong Sen Group JSC, other familiar Vietnamese brands such as Vinamilk, Trung Nguyen and Dien Quang have also made an impression when being marketed abroad. Director of Dien Quang Lamp JSC, Hanoi branch Nguyen Thai Nga said, in response to the campaign, the company has promoted production of many kinds of product lines to better serve the domestic market such as lamps for household lighting, lighting in schools and in agricultural production. It has also invested advanced technologies to improve product quality, offered competitive prices and exported Dien Quang lamp products to 30 countries worldwide.

The first “Outstanding Vietnamese Products and Services in response to the Buy Vietnamese Goods campaign” awards for 2014 were granted to 100 businesses, including top 10 excellent Vietnamese product brands, top 10 businesses with a high product’s local content rate and 80 outstanding Vietnamese brands.

The company’s high peak to promote its exports was in 2012 when it put into operation a factory in Venezuela, targeting to provide genuine and high quality products to this region. The company’s exports now account for about 30 percent of its revenue. By taking strong measures to bring Vietnamese brands further abroad, Dien Quang Lamp JSC was honored to be listed among the 80 outstanding Vietnamese businesses at this awards ceremony.

To sustain and expand exports in foreign markets, apart from making the best use of support policies from the government, Vietnamese enterprises have been trying to invest advanced technologies to improve the competitiveness of their products and strengthen their brands.

As for the Moc Chau Tea Company, Director of the company Nguyen Duy Chanh said, “Being aware that product quality is the key factor to succeed in both domestic and export markets, our company has invested in 600ha of a clean and safe production region, including 150ha under the VietGAP standard, and has also promoted marketing, developing and protection of its brand.” The company was also listed among the 80 outstanding Vietnamese enterprises.

By Phuong Lan