TH Group: Efforts to Conquer the Chinese Market

In October 2019, TH was the first Vietnamese enterprise to be granted an official export code for TH true MILK fresh milk products to the Chinese market by the General Administration of Customs of China. This is a testament to its superior quality - surpassing thousands of strict indicators of Chinese authorities- and to TH's relentless efforts to improve product quality and expand the market. TH is not only the pride of the Vietnamese dairy industry but also a symbol of creativity and quality, helping Vietnamese brands reach far and create a strong mark on the world map.

Chinese Prime Minister Li Qiang visits TH Group's booth at the exhibition of Vietnam's special agricultural products exported to China

Strengthening customer access through participation in prestigious fairs in China

Not only focusing on product quality, TH also clearly recognizes the importance of having a systematic market access strategy, especially through large and prestigious international events and fairs. In 2024 alone, TH Group actively participated in many major trade events in China, typically four major fairs, including CAEXPO Nanning, the first Beijing International Fruit Fair, an exhibition of Vietnam's outstanding agricultural products exported to China, and most recently, the 2024 China International Import Expo (CIIE) in Shanghai.

After persistent and systematic trade promotion efforts, TH products are now widely available in major supermarket chains in China. At the same time, the Group has also actively expanded its brand recognition through leading e-commerce channels such as Alibaba, Tmall, Taobao, and livestream on Douyin (Chinese version of Tiktok). These are breakthroughs that help TH penetrate deeper into the billion-people market, meeting the growing trend of online shopping, with products that meet international standards from Vietnamese land.

These are opportunities not only for TH to introduce products but also for businesses to grasp the consumption trends and tastes of Chinese consumers - a potential market with more than 1.4 billion people. TH products such as fresh milk, unsalted butter, gac oil, nut milk, and ready-to-drink tea have all attracted special attention, affirming TH's position in the clean and healthy food market.

TH's dairy cows wear chips on their legs to monitor their health, ensuring that milk is only milked from the healthiest cows.

Towards green product consumption

Currently, international distributors, especially in China, are not only interested in quality standards but also focus on green production factors and sustainable development of enterprises in business practices. This is an advantage of TH when it commits to complying with international standards, and developing sustainable business whether on a domestic or international scale.

To meet diverse consumer needs and current healthcare trends, TH has invested in developing strategic product lines and introduced them at events and fairs that gather many large and small brands in the global food and beverage industry. Typically, at CIIE Shanghai 2024, standing next to food and beverage products from 154 countries around the world, TH's products still attract attention with completely natural ingredients, good for health.

Examples include TH true HERBAL Organic Gac Oil, extracted from Gac Organic (PhytoGac™) that meets US and European organic standards. This is a nutritious product with beta-carotene, vitamin A, and many natural nutrients that are beneficial to health, especially for the eyes and skin. With modern consumer trends, this product meets the needs of healthcare support products for Chinese consumers.

TH True BUTTER unsalted butter is made from pure fresh cow's milk fat without any other ingredients, stands out with its natural ivory color, and is produced using modern technology from Italy and Switzerland. With a closed production process and high hygiene standards, TH unsalted butter not only meets strict quality requirements but also brings a delicious natural flavor, suitable for consumers who love high-quality food.

Other products that TH regularly introduces at international trade fairs and events in China are TH True NUT Nut Milk and TH True TEA Natural Tea.

The journey to conquer foreign markets, including China, was outlined early by TH Group, especially by the Founder - Labor Hero Thai Huong, with the aspiration to bring Vietnamese products to "take off" to the world. Since its inception, TH has had a strategy of developing international quality products, and meeting international standards and regulations to conquer customers around the world.

By Le Hien, Vietnam Business Forum