Excellent quality goods aim further than domestic market

Vietnam's industrial enterprises have actively boosted the production of high-quality items for domestic consumption and export.

iTEK machine, the first elevator made in Vietnam per European standards, is one of the pioneering high-quality products produced by Export Mechanical Tools Joint Stock Company (EMTC) in Quang Minh Industrial Park in Hanoi.

Nguyen Ngoc Chung, General Director of the EMTC, said that the company launched the iTEK machine in September 2023. "We have just opened the iTEK Hanoi Elevator showroom to display all products, components, and motors for elevators. Some key components are all imported, including control cabinets, control panels, and door movers. Other mechanical products are manufactured by EMTC, such as lift cabins and steel frames, to improve customers' experience when choosing our products," Chung told The Hanoi Times. 

Made-in-Vietnam elevators are on display at the Quang Minh Industrial Park in Hanoi. Photo courtesy of EMTC

Nguyen Ngoc Hieu, Brand Director of iTEK, affirmed, "We always want to provide Vietnamese families with the brand that is not the cheapest, but the best and most reasonable. In addition, faster service and better support are the goals for all our customers," Hieu said.

It is worth noting that digital transformation solutions are also being applied by ancillary industry enterprises in Hanoi, which are building smart manufacturing factories.

Nguyen Dang Binh Thanh, Technical Research and Development Advisor of TOMECO Electromechanical Joint Stock Company - one of the pioneers in developing and applying international standards to industrial fan products - said that the company has been constantly innovating and striving to make products that meet European standards in terms of quality and design in recent times.

"Vietnam's key industrial product manufacturers have reaffirmed their pioneering role as the driving force behind the capital's industrial development. This has contributed a large share to the total value of industrial production and is in line with the capital's socio-economic development strategy," Thanh told The Hanoi Times.

Thai Minh Pharmaceutical, a science-based nutraceutical manufacturer, shares the same vision of providing high-quality manufactured products. 

Visitors experience made-in-Vietnam elevators in Hanoi. Photo courtesy of the EMTC

"We expect to bring the best to consumers with the resources available in Vietnam combined with innovations from international partnerships. The market is looking forward to more achievements from domestic companies to improve the local business community in Vietnam and beyond," Han Ngoc Anh, Director of Thai Minh Pharmaceutical, told The Hanoi Times.

Acting Director of the Hanoi Department of Industry and Trade Tran Thi Phuong Lan believes that with the efforts and hearts and minds of manufacturers, made-in-Vietnam products will win at home and even become globally competitive.

Lan reiterated that in the coming period, Hanoi authorities are committed to removing barriers for businesses, especially those whose products are recognized as key industrial products.

Hanoi has recognized 10 products of seven enterprises as the top ten key industrial products in the city, including the mechanical and manufacturing industry; electrical and electronic industry; information technology industry; textile, garment, and footwear industry; agricultural and food processing industry; chemical, rubber and plastic industry; construction materials industry.

"Also, the participating companies in the key industrial products program have been working on applying scientific and technological advances and modern advanced technology into manufacturing, applying quality management systems that meet international standards, improving automation, implementing digital transformation, and building a smart factory model," Lan added.

Le Viet Nga, Deputy Director of the Domestic Market Department (Ministry of Industry and Trade), told the Vietnam Government Portal (VGP) that after more than 14 years of implementing the Vietnamese People Prefer to Use Vietnamese Goods campaign, Vietnamese goods have breakthrough strengths (especially for essential and consumer goods) and continue to cover a wide range of distribution networks, from traditional distribution channels to modern distribution systems. 

Local consumers shop at Co.opmart Ha Dong in Hanoi. Photo: Le Nam/The Hanoi Times

"According to local reports, in the supermarket systems, made-in-Vietnam goods account for a large proportion of 80-90%, such as Co.opmart (90%), Winmart (90%), and BRG Retail (80-90%). Foreign distribution systems such as Aeon, Central Retail, MM Mega Market Vietnam (MMVN), and LOTTE Mart support the consumption of local products and regional specialties (OCOP products, typical rural industrial goods, local staples, and so on) by maintaining a high proportion of Vietnamese goods in their distribution channels," Nga said.

Nguyen Thi Thu Thuy, Standing Vice President of the Vietnam Association for Consumer Goods Development (VACOD), told Hanoimoi that identifying and responding to consumer trends is a key factor for businesses to produce products.

She highlighted three current consumer trends in Vietnamese goods, including e-commerce and multi-channel shopping experience; sustainable consumption of high-quality Vietnamese goods; and prioritizing organic, natural, and healthy products.

"Vietnamese consumers also want a multi-channel experience when shopping online. Young people are highly influenced by social networks, especially their consumer behavior is dominated by platforms: Shopee, Instagram, YouTube, and TikTok. Gen Z is particularly driven by social media content related to skincare and makeup, and accessories such as jewelry and shoes. A large proportion of older consumers are now accustomed to shopping remotely through digital services," said Thuy.

"According to research by Cimigo, a market research company, 82% of Vietnamese consumers said they would prefer to buy Vietnamese products if they had a choice," she said.

Globally, made-in-Vietnam products, ranging from garments, footwear, seafood, and many other industrial products, have made great inroads, which is also the pride of Vietnamese products.

"To master their playing field, enterprises must constantly strive to innovate, explore, and promptly grasp new consumption trends of Vietnamese people, thereby building effective plans and strategies. In addition to constantly improving product quality, enterprises should create products that are different and valuable," Thuy stressed.