On December 27, the Central Committee of Vietnam Fatherland Front in collaboration with the Ministry of Industry & Trade held the conference “Improving Vietnamese brands’ competitiveness in global integration”. Stressing the importance and efficiency of the promotional campaign “Vietnamese people prioritize using Vietnamese goods”, Vice President of the Vietnam Fatherland Front Central Committee Truong Thi Ngoc Anh said, after 8 years of implementation, the campaign has changed Vietnamese customers’ behavior and awareness.
Promotional campaign “Vietnamese people prioritize using Vietnamese goods” has been implemented in 8 years.
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As of present, 90% goods in supermarkets are Vietnamese goods with brands such as Vinamilk, Vinacafe, TH True Milk, Thien Long, Viet Tien, Huu Nghi. In particular, this year, the campaign has brought Vietnamese goods to the highland and distance area, so that customers there can access Vietnamese goods with clear origins, with appropriate quality and reasonable price. According to a survey conducted by Public Opinion Study institution, 92% customers are very interested in Vietnamese goods, 63% customers are willing to buy Vietnamese goods and 54% customers will advise friends and family to choose Vietnamese goods.
According to some customers, the quality of Vietnamese goods has been improved significantly since the introduction of the campaign. Not only it has changed the domestic customer’s purchase behavior, but also creating motivation for enterprises to produce and create high quality products. Director of the clean food company Big Green Nguyen Tien Hung said, 70 -80% safe fruits of the company have origins from the programs connecting supply – demand of Hanoi. Maintaining the program of connecting supply – demand is an important solution to enhance economic viability for producers and demand of customers.
Director of the Department of Trade Promotion under the Ministry of Industry & Trade Vu Ba Phu said, in recent times, local enterprises have put more attention in developing and building brands, thus improving competitiveness of locally made products compared to imported ones. However, more than 90% of Vietnamese enterprises are small and medium enterprises (SMEs), which lack capability to develop brand and have not considered brand as an efficient business instrument, so that the majority has not had a full knowledge on the importance of brand.
With this being said, Vu Ba Phu considered these shortcomings as barriers for Vietnamese brands to cement foothold in domestic markets, especially when imported goods and products made by multinational enterprises are in favor of Vietnamese customers.
In order for customers to better identify Vietnamese goods, in the coming time, the Ministry of Industry & Trade will focus on promoting and encouraging to enhance customers’ awareness. Along with this is to develop appropriate criteria for enterprises to improve their products’ competitiveness. In particular, the Ministry will cooperate with related agencies, ministries, provinces and associations to increase efficiency in market monitoring and investigating, with a view to strictly punish illegal business of fake and smuggled products, which is unsafe and pose risks to customers.
