Hai Phong takes Vietnamese brands to global stage

Vietnamese goods enter a new competition

After 17 years of implementing the “Vietnamese People Give Priority to Using Vietnamese Goods” campaign, Vietnamese products have become increasingly widespread in the domestic market. At many major retail chains in Hai Phong, such as AEON, GO!, BRG Mart and Co.op Mart, domestic products account for a high proportion.

This presence also places increasingly high demands on businesses. Consumers have more choices and are paying greater attention to quality, design, origin and price. Vietnamese goods are therefore no longer chosen simply because consumers prefer domestic products; they must compete on quality and value.

The industry and trade sector in Hai Phong is strengthening connections between manufacturers and distribution systems, bringing products closer to consumers. In July and August, the sector organized three business-matching conferences, resulting in numerous memoranda of understanding and cooperation agreements between distributors and producers and businesses.

Alongside supply-demand connections, Hai Phong is taking measures to stimulate consumer demand and support businesses, cooperatives and retail systems in ensuring supply and maintaining purchasing power. E-commerce is being promoted, opening up additional sales channels and helping Vietnamese products reach customers beyond traditional markets. From store shelves and trade fairs to online platforms, products are being tested by the market, creating momentum for businesses to invest in innovation, improve quality and build their brands.

From domestic trust to new markets

If the market is where quality is put to the test, consumers are the ones who determine how far a brand can go. A product that is chosen, used and purchased again gradually builds a reputation. For businesses, this is also a foundation for expanding into new markets, including those with higher standards.

Chu Dau Ceramic JSC in Thai Tan Commune is one example. After restoring the Chu Dau pottery line, which had been lost for centuries, the company gradually brought products rich in Vietnamese cultural identity back into everyday life. Each year, the company supplies around 50,000-65,000 products, about 25% of which are for export. Chu Dau pottery has been recognized as a Vietnam National Brand three consecutive times.

Also starting with the domestic market, Sao Mai Trading Co., Ltd. in Vinh Bao Commune gradually built its brand in the garment sector. The brand has been voted a high-quality Vietnamese product for many consecutive years.

Since 2018, enterprise has step by step taken its own-brand products abroad, reaching markets such as Japan and the US. The company is now offering its products on international e-commerce platforms such as Amazon and Alibaba, as well as domestic platforms such as Shopee and Lazada, opening additional channels to reach customers.

From traditional pottery to garments, the journeys of these businesses show that winning over domestic consumers is not the final destination but a process of building trust. Each time a product is chosen, the business has another opportunity to test its quality, refine its designs, adjust its approach to the market and build brand recognition.

To support this process, Hai Phong continues to diversify activities to promote Vietnamese goods through mass media, digital platforms and social networks. Digital transformation, the application of science and technology, and innovation are being stepped up, helping businesses improve product quality, management efficiency and traceability, and develop their brands.

From being a consumer choice to becoming a recognized brand in the market is a long journey. But the trust of Vietnamese consumers, built on quality, value and reputation, is providing a foundation for Vietnamese goods to reach new markets.

HUYEN TRANG