“Not only sales at CAEXPO 2010,” Says General Director of Vinacafé Bien Hoa Pham Quang Vu

The 7^th China-Asean Expo 2010 (CAEXPO 2010), held in 5 days in Nanning City, Guangxi, China, has just ended on October 24, 2010. At the CAEXPO 2010, 192 Vietnamese enterprises have made a good and deep impression on Chinese entrepreneurs, enterprises and on Asean countries’. Vietnam Business Forum talks with Mr. Pham Quang Vu –General Director of Vinacafé Bien Hoa who just is back from Nanning City.

At the 7^th CAEXPO 2010, we introduced Vietnamese coffee culture to Chinese entrepreneurs and consumers as well as to Asean countries’. We displayed and sold some Vinacafé branded products, serving free of charge coffee for all participants and visitors of CAEXPO 2010. At the same time, the giant coffee cup named in Guinness Book of World Records- was displayed at 2^nd Floor of Nanning International Convention & Exhibition Centre, China. Especially, Vinacafe Bien Hoa has found new agents and distributors.

 

Estimating the high-increasing number of visitors at CAEXPO 2010, we have transported approximately 2.5 tons of products (an increase of 35% compared to 2009) to Nanning City. However, this amount is not enough. More than 6.000 cups of 3 in 1 instant coffee were served free of charge at the CAEXPO 2010.

In term of trade promotion activities, Vinacafé, during the CAEXPO 2010, has associated and expanded our distribution channel. We have signed agency & distribution contracts with 12 Chinese partners of which some of them are from North China such as Ha Bac, Son Dong, Son Tay, Bac Kinh, even Hac Long Giang nearby Russian border – a rarely unknown but potential market for Vietnamese enterprises. In addition, some partners from Japan, Cambodia, Laos, Russia, etc, after discussing with us, showed their interest to be our distribution agents.

As we all know, the largest cup of coffee in the world has set Guinness World Record notified by Vinacafé Bien Hoa in 2007, then, the cup has been through a journey from North to South, down to Southwest area, Central Highland, etc. Today, we bring the Guinness world record set by Vietnam to China by road on purpose of promoting Vietnam image. And through this record, Vinacafé would like to introduce Vietnam branded coffee to friends and consumers all over the world.

Before leaving Vietnam, Vinacafé Bien Hoa has taken out high-value insurance for the cup. It is not a simple job to bring a ton cup to 180 steps and put it down on the 2^nd floor of a building. But, everything went smoothly and the largest cup of coffee in the world was solemnly displayed at Vietnam pavilions before opening time. The Cup has attracted big attention and admiration from local and central media and new agencies of China and of Asean countries as well as from thousands of visitors. This is considered as our fruitful achievement of bringing the Cup overseas.

The most obvious advantage of Vietnamese enterprises compared to Asean countries is geographical condition. Next, customs and culture of Vietnamese people is close to Chinese. For Vinacafe, we have penetrated into China market for more than 10 years and participated into all CAEXPO, so we partly grasp and understand Chinese consumers’ demands.  The living standard and income of Chinese people is getting higher and higher, so is the demand. Vinacafé branded product is very high quality with authentic & natural taste, food hygiene and safety, so we have been receiving a good reply from consumers.

With many years of experience from CAEXPO, we make it a difference at every CAEXPO that we participate. This has attracted big attention from media and news agencies, visitors. Media agencies have “stories” to write and visitors have “something” to enjoy.

On the other hand, Vinacafé has expressed its professionalism in the way that it participates into CAEXPO. As I said above, we come to CAEXPO 2010 not only for selling our products. Many trade exchanging activities and promotion have been done effectively at CAEXPO 2010.

As we may know, Dong Nai has many industrial parks, so it is very necessary to have a professional Staff of State management and a strong force of entrepreneurs with “heart & vision” to undertake and manage in an open economy. Dong Nai needs a preferred policy to employ human resource and attract talents; such a thing is well-done by neighboring provinces. In addition, some other issues including social security: housing for staff & employees at industrial parks; cultural projects, entertainment, tourist sites, etc, also needs a proper attention and investment.