Vietnamese products innovate to conquer the global market


Workers at Qui Phuc Company packaging products into containers for export. Photo: Internet
Workers at Qui Phuc Company packaging products into containers for export. Photo: Internet

Addressing new needs

Recent market trend surveys have unanimously shown that green, clean, healing foods are becoming an increasingly common consumer trend. Consequently, food production enterprises are also undergoing significant transformations to cater to these new demands from customers.

For example, Vinamit JSC has transitioned into a science and technology enterprise. This company is also continuing to establish a Research and Application Institute on health sciences to bring together young scientists, develop products that truly offer health benefits to consumers, and enhance the value of agricultural products, uplifting the value of crops.

Similarly, Mr. Kaneda Hiroki, General Director of Acecook Vietnam, emphasized that innovation and creativity are crucial in an enterprise to keep pace with societal changes and meet the ever-diverse consumer needs. Thus, Acecook Vietnam is continuously innovating to enhance product benefits, optimize consumer experiences by adding elements such as potatoes, peas, minerals (calcium for children’s noodles) to their products, developing new types of products like non-fried noodles, instant rice products… In addition, the company also consistently engages in innovative activities in management and operational processes, like organizing creative activities for employees, enhancing training capacities, fostering innovative thinking among employees… Furthermore, to help reduce plastic waste in the environment, Acecook Vietnam is investing in product innovation, moving from plastic cups to paper cups, using biodegradable forks, researching environmentally friendly packaging materials…

At Qui Phuc Trading – Production – Service Co., Ltd., Mr. Tran Thai Nguyen, Deputy General Director, noted that by focusing on customer care activities and developing an effective distribution system, Qui Phuc has successfully established 63 distributors and over 15,000 points of sale across 63 provinces and cities. This company aims to increase by 15 to 20% annually for traditional sales channels and has long had a supermarket system for modern sales channels. The B2B channel also receives special attention, along with unique channels like schools, governmental sectors, and hospitals. From a robust foundation in the domestic market, Qui Phuc is now continuously extending its reach to the regional market, broadening its export channel with 20 distributors and over 3,000 sales points, mainly focusing on Southeast Asia and continuing to expand globally. “We have set many forthcoming goals to update technology and automate processes. We focus on researching and developing smart, convenient, and quality products. We continue to invest in human resources and build a positive work environment,” said Mr. Tran Thai Nguyen.

Leveraging new tools and technologies

In the context of subdued global trade, businesses in various countries still succeed in conquering the international market with new business methods that directly deliver goods from factories to customers. Models of online stores (shops) on multinational e-commerce platforms, cross-border social media platforms are becoming more popular, even incorporating trends like shoppertainment (shopping combined with entertainment).

With 13 years of livestreaming experience, managing about 300 employees and directly engaging in livestream sales, Livestreamer ViruSs (real name Dang Tien Hoang and a male YouTuber, streamer) believes that business owners presenting their products to customers is one of the most effective methods of cross-border sales. For livestream sales deployment, Livestreamer ViruSs noted that businesses only need to invest about 40-50 million VND for all necessary equipment, significantly cheaper than opening a physical store, while reaching customers more effectively compared to most traditional sales methods, especially in expanding cross-border markets. “Reports indicate that even the least viewed Tiktok livestream page reaches over 250 people,” – Livestreamer ViruSs mentioned. Particularly, having the product creators sell is currently the most efficient form of zero-cost marketing.

E-commerce began in the Chinese market in 2005, and today, China has established schools that teach livestreaming. This reflects the robust development of online sales in the Chinese market. Meanwhile, in Vietnam, many businesses are also shifting strongly to this new form of business and are achieving considerable success. As a renowned food brand in Vietnam, Mr. Tran Le Nguyen, CEO of KIDO Group, stated that in recent years, the company has aggressively moved to online sales, and currently, online sales account for nearly 70%. On the Shopee platform, KIDO ranks in the top 3. According to Mr. Nguyen, the most crucial factor in building an effective online sales channel is having a significant following. Establishing platforms and media channels serves not only for advertising and sales but also for interaction and entertainment for the community.

Recently, KIDO Group has partnered with TikTok to launch an entertainment and livestream sales channel named E2E. Just over 3 months since its launch, the E2E channel has quickly drawn viewers with clips reaching tens of millions of views, introducing a fresh breeze for merchants, businesses when moving market goods to e-commerce. “E-commerce in Western countries or China has been leading for a long time and has been very successful with numerous platforms. Vietnam is straggling but still possesses many opportunities with the emergence of new platforms. Let’s boldly accelerate and not wait too late to start,” Mr. Nguyen remarked.


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