In the context of an increasingly difficult and challenging world market, building a brand for Vietnamese wood and bringing higher value to wooden and interior products is a "problem" that businesses face. industry needs to face.
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| Building a brand for Vietnamese wood and bringing higher value to wooden and interior products is a "problem" that businesses in the industry need to face. (Source: Industry and Trade Newspaper) |
In addition to meeting the average domestic consumer demand of about 3-4 billion USD/year, Vietnam's wood industry exports an average of over 10 billion USD each year, making Vietnam the 5th country in the world. 2nd in Asia, XNUMXst in Southeast Asia in exporting wood and wood products.
Currently, the export market of Vietnamese wooden furniture has been expanded from 60 countries and territories in 2008 to over 120 countries and territories by 2022; From exporting raw products, to products with beautiful designs and rich in types.
Although they have a solid foothold in the domestic market, strong brands in Vietnamese wood and furniture such as Hoang Anh Gia Lai Wood Joint Stock Company (Gia Lai), An Cuong Wood Joint Stock Company (Binh Duong) ), Thuan An Wood Joint Stock Company (Binh Duong)... has still not been able to make a mark on the international market as most have to "borrow the brand names" of foreign businesses when exporting to foreign markets.
Most Vietnamese wood products have only won the trust of customers who are wholesalers and foreign agents and are almost "unknown" to international consumers.
According to the General Department of Forestry, the cause of this situation is that the policy to develop the wood processing industry's brand has not been implemented. Meanwhile, Vietnamese wood and wood product businesses do not have experience and do not have enough resources in terms of capital, people, and management qualifications to develop an overseas sales system, a foundation to build. build a brand. Developing overseas markets requires large-scale production capacity, and few Vietnamese enterprises can meet this requirement.
Mr. Nguyen Quoc Khanh, Chairman of the City Handicraft and Wood Processing Association. Ho Chi Minh (HAWA), Chairman of the Board of Directors of AA Company, it is time for Vietnamese businesses to change their thinking of making money by diligence in production, taking work as profit, but need to build their own brand. .
Branding will help businesses develop vision, direction, increase customer base, easily access international markets and optimize profits. The brand itself will increase commercial value, not only contributing to increasing export turnover and domestic wholesale value but also positioning Vietnam's wooden furniture industry on the world map. Building brands for themselves, businesses will contribute to creating a brand for the Vietnamese wood industry.
At the workshop "Bringing Vietnamese fashion, furniture and household goods into the foreign distribution system" recently organized by the European-American Market Department (Ministry of Industry and Trade), Mr. Nguyen Chanh Phuong, Deputy Chairman Chairman and Secretary General of HAWA emphasized that Vietnam is the center of wood product production for the world; has the advantage of a complete, sustainable supply chain in terms of policies, people, and raw material supply.
But to promote the export of Vietnamese wood and furniture more effectively, it is necessary to form a logistics and trade promotion center for Vietnamese furniture. In terms of market, businesses need to break away from traditional markets and target markets with good purchasing power such as Canada, England, Japan, Korea, India, Saudi Arabia...
At the same time, the wood and furniture industries also need to actively expand online exports and exports by projects. Promoting the promotion of national furniture brands at international furniture fairs is a strategy that Vietnamese businesses need to focus on for highly effective trade promotion.
Assessing the challenges of Vietnam's wood industry, Mr. Eryk Dolinski, Director of Wood Product Business Development, Supply Department of IKEA Group in Southeast Asia, said that Vietnam's wood processing and furniture industry The South is still highly labor-intensive, and raw material sources are mainly located in small farmers whose origins are difficult to trace. The long geographical distance creates additional costs and shipping time from the warehouse in Vietnam to other countries.
To solve the above problems, Mr. Eryk Dolinski said that the wood and furniture industry needs to focus on investing in automation to help increase production efficiency and product quality. “Automation not only in the factory but throughout the supply chain to meet the increasing demands of the market. At the same time, we must create a better working environment and reduce carbon emissions; Increase efficiency in wood origin certification. Optimizing the supply chain from raw material transportation, sawmills to production and transportation stages must be focused on to maximize savings on raw materials, energy, and logistics costs," Mr. Eryk Dolinski suggested. idea
Mr. Do Manh Quyen, Head of the Vietnam Trade Office Branch in Houston (USA), informed that the US is still the largest consumer market for wooden furniture exports from Vietnam. In 2021, Vietnam's export of wood and wood products to the US will reach over 8,77 billion USD, accounting for 59,24% of the country's total export turnover of wood and wood products. In 2022, exports of wood and wood products to the US will reach over 8,48 billion USD, accounting for 54,1% of Vietnam's export value of wood and wood products to all markets.
Mr. Quyen said that consumer tastes for wooden furniture in the US market are changing, but it seems that Vietnamese businesses have not yet caught up and redirected production to meet market demand. Wooden furniture exports are preparing to enter a period of more fierce competition. With the burden of origin and quarantine, Vietnam needs a different approach in exporting wood and wood products. In addition, businesses need to invest more in production to have green, clean production processes and reduce emissions to keep up with increasing demands from buyers.
