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The participation of Vietnamese products in the French retail system has demonstrated the growing standardization and organization of domestic production capacity, a prerequisite for businesses to restructure exports and integrate more deeply into global distribution chains.
Bringing Vietnamese products onto the shelves of foreign supermarkets is no longer merely a promotional effort, but has become a central to efforts to restructure production and exports, increase product value, and enhance national branding.
More than five years after the EU–Vietnam Free Trade Agreement (EVFTA) came into effect, exports to the EU, including France, have shown significant improvements. However, the initial first-mover advantage is gradually narrowing amid intensifying competition, forcing enterprises to move away from low-value processing toward proactive, standards-based exports.
Mr. Vu Anh Son, Trade Counselor and Head of the Vietnam Trade Office in France, emphasized that bringing Vietnamese products into foreign distribution systems is a key pillar in the strategy to restructure and enhance national competitiveness.
Drawing on practical experience in supporting the integration of Vietnamese products into French retail chains, Mr. Son highlights the bridging role of the trade office network in translating policy integration into concrete action. This effort aligns with the Party and State's orientation toward developing the private sector and building a core group of enterprises capable of participating more deeply in global value chains.
France is a large and highly demanding market, possessing one of Europe’s most advanced modern retail infrastructures. The year 2022 marks a milestone, as Vietnamese rice was introduced to French hypermarkets for the first time, demonstrating that Vietnamese products can compete successfully on standards, quality, and branding.
A notable highlight is the “one team – one goal” coordination mechanism among units under the Ministry of Industry and Trade. Implementation follows a three-step approach: market demand research, standardization of enterprise capabilities, and market development through promotion and communication, enabling Vietnamese products to gain broader access to global distribution systems through quality assurance and national branding.
Hai Phong News
