"Put Vietnamese Goods on the Shopping List"

 

A small survey in rural areas shows that most people primarily look for goods in most visible places in small shops near their residences. Therefore, if Vietnamese companies focus on extending distribution chains and bringing products to rural and mountainous villages, they will help change consumer habits in those localities.

Unfortunately, made-in-Vietnam goods hold a modest position on the domestic market in comparison with their imported rivals. A vast majority of consumers are confused about domestic and foreign goods. Some consumers persistently believe that all foreign goods are good and domestic goods are all in very low-end categories. Therefore, the Buy Vietnamese campaign must start by changing the knowledge and habits of consumers.

 

Since the first market fair on September 3, 2009 was held in southern An Giang province, as many as 50 market fairs called “Bringing Vietnamese goods to the countryside” have been launched in 19 provinces and cities across the country, bringing in a total turnover of VND35.694 billion. According to Ms Vu Kim Hanh, Director of Business Studies and Support Centre (BSA), after these market fairs were opened across the country, consumers started changing their thinking about Vietnamese goods. Many farmers said they began to feel more secure using made-in-Vietnam goods because they have clear origin, usage instructions and warranty. Their confidence was even higher if they were using goods labelled High-quality Vietnamese goods.”

 

Some companies admitted that they did not put sales on top when they brought their products to the countryside, but broadened the popularity of their brands and redirected consumer trends.

Mr Tran Huu Phuong, Director of Vietnam Dairy Products Joint Stock Company (Vinamilk)’s Western Branch, said: "Distribution network expansion is a top priority of Vinamilk. Vietnamese companies need to strengthen distribution channels if they want their products to access this market easily.”

 

According to economic experts, to encourage the habit of using Vietnamese goods, domestic companies need to focus human resources on launching promotion programmes, offer clearer after-sale services and maintain product quality. Then, they will build up local distributors to boost sales, based on local tastes.

 

Speaking from his experience, Phuong said: "Companies need to gradually expand the market and developed distribution systems by applying revenue-based bonuses and preferences for salespeople, who will then strive to survive with their business."

 

According to Mr Tran Du Lich, Member of the National Assembly Economic Commission and Second Chief of Ho Chi Minh City Parliamentarian Delegation, to direct Vietnamese consumers to choose Vietnamese goods, the fundamental solution remains a proper focus on improving the competitiveness of Vietnamese products while expanding domestic distribution networks and building up Vietnamese brands in the heart of consumers. This requires time and effort to build the brand and restructure the market. Most importantly, they need the support of Vietnamese consumers. According to experience learnt from other nations, national identity plays a very important role in directing domestic consumers to use domestic products, he added.