The successful marriage of traditional crafts and digital commerce

16:32 | 29/12/2020 Industry

(VEN) - The introduction of e-commerce in Vietnam’s craft villages not only helps improve business efficiency but also affirms their brand value in the market.

the successful marriage of traditional crafts and digital commerce
E-commerce floor helps spread reputation of Bat Trang pottery

The pottery business in Bat Trang Commune in Hanoi’s Gia Lam District is a typical example of the advantages of combining traditional craft with digital commerce in order to obtain more orders and expand markets. All the families in Bat Trang do business online and advertise their products to wholesalers in other provinces and cities through websites and social networks. As a result, Bat Trang ceramics enjoys a global reputation and strong presence in countries such as Japan, the US and European Union member states.

The e-commerce floor of the Dong Ky craft village in Tu Son Town, Bac Ninh Province, has also provided a breakthrough in global marketing with its safe, reputable and quality-assured shopping channel. All products are stamped with the trademark of “Dong Ky Wood” and are protected for Vietnamese and international consumers.

According to Vu Ba Phu, Director General of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, e-commerce in the business-to-business (B2B) model has helped firms directly approach customers, yielding excellent opportunities to access global markets and reduce costs associated with traditional trade promotion such as participating in fairs, exhibitions, and setting up offices in target markets. Many businesses and production establishments believe that online sales channels provide opportunities for them to sell products directly abroad without intermediaries. In addition, craft village enterprises can easily detect customer needs based on digital data analysis. Thus, e-commerce not only helps to expand the market, increase competitiveness, create motivation to create and innovate, but also affirms product value and spreads the trade village brand further in international markets.

The development of information technology is boosting the expansion of handicraft markets. Whereas in the past, most craft villages had to rely on fairs and connection programs to introduce products to customers, these products can now be easily researched by internet tools. However, to take full advantage of these tools to penetrate online sales channel such as Amazon and Lazada, businesses themselves must invest in production, management and marketing.

In order to support consumers, the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade and Amazon Global Selling are implementing a plan that includes training for Vietnamese businesses in e-commerce, an e-commerce brand development program with Amazon, and a global export program through e-commerce.

Trang Anh