Lesson 3: Trade promotion builds a "bridge" for consumption

The powerful impact of trade promotion activities.

Mr. Tran Van Hao, Director of the Department of Industry and Trade of Hai Duong province, said that in recent years, in the face of developments in domestic and international markets, especially in the context of the Covid-19 pandemic which seriously affected consumption and exports, Hai Duong province has always paid attention to trade promotion efforts to find and expand markets for lychee consumption and export.

Trade promotion activities have had a strong effect in boosting the expansion of domestic and export markets for lychees.

The province has assigned the Department of Industry and Trade to coordinate with the Departments of Agriculture and Rural Development, Science and Technology; the People's Committee of Thanh Ha district and Chi Linh city to strengthen coordination in providing information, promoting and introducing the province's lychee products through mass media; supporting businesses to participate in trade fairs and exhibitions; organizing research and market survey delegations at domestic and international levels; and linking with domestic and foreign trade promotion organizations through the system of Trade Counselors and Vietnamese Trade Offices abroad.

On the other hand, support farmers in accessing and implementing advanced intensive farming processes to improve the quality of lychee fruit; support organizations and businesses inside and outside the province in investing in building lychee growing areas according to Viet GAP, Global GAP standards, etc.

The province also organizes trade promotion conferences for lychees and agricultural products to seek and expand markets; to link, cooperate, and invest in production, improve product quality, and affirm the "Hai Duong Lychee" brand in domestic and international markets.

“ For two consecutive years (2021 and 2022), fulfilling its role and functions, the Department of Industry and Trade advised the Provincial People's Committee and the Ministry of Industry and Trade to organize two trade promotion conferences for lychees and typical products of the province, on a scale not only at the national level but also at the international level, ” Mr. Tran Van Hao cited as an example.

In 2021, the conference was held in a hybrid format, combining in-person and online participation, with the involvement of 63 provinces and cities nationwide; notably, it connected 31 online locations in 14 countries and territories. 2021 also marked the first time that lychees from Hai Duong were sold on four reputable domestic and international e-commerce platforms.

In 2022, the conference continued to be held in a hybrid format, combining in-person and online participation, with 66 main connection points both domestically and internationally. These included one main connection point at the Eastern Region Cultural Center; 36 international connection points in 14 countries and territories such as China, the United States, France, Australia, the Czech Republic, the Netherlands, Belgium, Japan, South Korea, Singapore, Thailand, Malaysia, Kuwait, and Hong Kong… and over 40 connection points in provinces and cities within Vietnam connecting to the conference, such as Ho Chi Minh City, Can Tho, Da Nang, Hue, Dak Nong, Long An, Ben Tre, Cao Bang, Lai Chau… In addition, there were over 300 branch connection points from organizations, businesses, and individuals both domestically and internationally.

“ These trade promotion activities have had a strong effect on promoting the expansion of the market for lychee consumption and export; enhancing the value and brand of Thanh Ha - Hai Duong lychees in domestic and international markets; and making a significant contribution to the economic and social development of the province, especially in the context of the past two years when Hai Duong province has been heavily affected by the Covid-19 pandemic, ” Mr. Tran Van Hao emphasized.

Thanks to effective trade promotion efforts, the search for and expansion of domestic and export markets, and the proactive innovation of trade promotion methods, Hai Duong's lychees have always enjoyed smooth sales; domestic and export markets have been maintained and expanded. " Revenue from lychees is very high, increasing year after year . For example, in 2021 it reached 1,000 - 1,200 billion VND; in 2022 it reached 1,800 billion VND , " Mr. Hao informed.

"Standing shoulder to shoulder" with the people, businesses help lychee reach a wider market.

The Director of the Hai Duong Department of Industry and Trade stated that 2023 is predicted to continue to be a year with many unfavorable fluctuations affecting the global economy and politics; the prices of input materials for production will continue to rise; and climate change, natural disasters, and epidemics will become increasingly unpredictable and complex.

The signing ceremony of preliminary contracts between businesses and cooperatives/production groups aims to promote the consumption of Thanh Ha lychee products in 2023.

Competition in both domestic and export markets for agricultural products is becoming increasingly fierce, especially with the growing market demands for quality and standards of agricultural products, coupled with protectionist trends and increasing trade barriers worldwide. This significantly impacts agricultural production and the maintenance of sustainable growth and development in the sector.

For lychees, 2023 is predicted to be a bumper crop; the province's lychee production is expected to reach approximately 65,000 - 67,000 tons, an increase of about 7-10% compared to 2022. This brings great economic value and joy to businesses, lychee growers, and the people of the province.

However, the consumption and export of lychees this year are expected to face many difficulties, especially in the Chinese market. Currently, China remains the province's largest and main export market for lychees, and although China has lifted its Zero Covid policy, the Chinese government's implementation of Orders 248 and 249 on the management of food quarantine items and products, including the approval of planting area codes and packaging codes for lychees from Hai Duong, has significantly impacted the province's lychee exports.

" To support farmers and businesses involved in the production and consumption of lychees, the Department of Industry and Trade has promptly implemented and intensified activities to seek and expand export markets for lychees, especially to potential and demanding markets, " Mr. Hao affirmed.

According to Mr. Hao, regarding the export market, along with strengthening support, encouragement, and promotion of exports to markets that have cooperated in recent years such as the US, EU, Australia, Japan, South Korea, China, Malaysia, Thailand, etc., the Department of Industry and Trade directs the Trade Promotion Center to coordinate with functional units of the Trade Promotion Department, the Import-Export Department, the Asia-Africa Market Department, the Europe-America Market Department, etc., to actively seek and expand into new, potential markets such as countries in South America; countries in Africa... and even China itself - a large market bordering Vietnam.

On the other hand, regarding the domestic market, Mr. Tran Van Hao informed that the Department of Industry and Trade has promptly exchanged information and connected with distribution corporations, wholesale markets, export businesses, and domestic agricultural product consumers; and coordinated with major technology companies (Lazada, Sendo, Viettel Post, VNPT, etc.) to enhance the trading of lychees on digital technology platforms.

In addition, in coordination with the Department of Agriculture and Rural Development, the People's Committee of Thanh Ha district, and other relevant agencies and units, we will monitor the situation regarding the organization of lychee production. This will enable us to effectively forecast the situation, provide early guidance, and prepare programs, plans, and strategies for promoting the sale of lychees for the 2023 season.

Compile a list and provide information on cooperatives and households with large lychee production in Hai Duong province to businesses, purchasing agents, and traders both domestically and internationally; send official letters to units under the Ministry of Industry and Trade such as the Trade Promotion Department, the E-commerce and Digital Economy Department, and the Domestic Market Department requesting support and coordination to promote consumption, development, and expansion of the domestic market; especially the Southern region and the Southwestern provinces - where Hai Duong lychees are in high demand.

The Department of Industry and Trade also organized meetings and working sessions with major domestic retail corporations and supermarkets such as Go Supermarket (formerly BigC), Fivimart, Intimex, Winmart, Mega Market, SatraMart, HaproMart, and other domestic consumer goods supermarkets; large and reputable e-commerce platforms such as Sendo, Tiki, Lazada, Shopee; domestic and international businesses and distributors of lychees; and Chinese businesses that act as distributors and buyers of lychees, connecting with lychee growers to sign contracts for the purchase and consumption of lychees from Hai Duong.

Proactively contact and invite major domestic corporations and supermarkets (Go Supermarket (formerly BigC), Fivimart, Intimex, Vinmart, Mega Market, SatraMart, HaproMart, and other domestic consumer goods supermarkets…) to Hai Duong to sign contracts for the purchase and consumption of Hai Duong lychees for the 2023 season.

Currently, the Department of Industry and Trade is planning to connect and work with tourism and travel businesses to introduce lychee products for consumption in restaurants, hotels, and tourist areas and destinations nationwide; with a focus on organizing the introduction, display, and sale of high-quality lychee products in restaurants, hotels, cultural, sports, and tourism events.

In addition, the Department has directed the Trade Promotion Center to continuously coordinate and encourage businesses, cooperatives, and individuals to open lychee stalls on domestic e-commerce platforms such as Lazada, Sendo, Postmart, Voso, or on international platforms such as Alibaba, Amazon, etc.; and to support cooperatives and individuals in selling lychees on social media, Facebook Fanpages, Zalo, etc.

To support agricultural products in general and lychees in particular in reaching wider markets, the Ministry of Industry and Trade, in fulfilling its responsibilities and role, always considers supporting localities and businesses in production, circulation, and consumption of goods as a key task. Therefore, the Ministry has implemented many programs, coordinating with other ministries, sectors, localities, international organizations, industry associations, and businesses to deploy many synchronized solutions through activities connecting supply and demand, domestic consumption, and supporting exports.

The Ministry of Industry and Trade also places great emphasis on promoting trade, connecting businesses, and exploiting the advantages from new-generation free trade agreements that have been signed and are in effect, such as EVFTA and CPTPP, to support businesses in bringing Vietnamese agricultural products into domestic and international distribution systems.

Regarding Hai Duong province, the Ministry of Industry and Trade has closely coordinated with the Provincial People's Committee and relevant units to implement many activities, including: the national program on trade promotion, the national e-commerce development program to bring Hai Duong's agricultural products and lychees to reputable e-commerce channels with traceability...

The Ministry of Industry and Trade acknowledges the efforts of the People's Committees of key lychee-growing provinces and localities, including Hai Duong. With the efforts of the government, businesses, and farmers of Hai Duong, the province will continue to have a successful and effective lychee season and many other typical agricultural products.

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