"Consumers appreciate the quality and reputation of Vietnamese brands"
VietnamPlus•12/11/2024
VCCI's survey shows that in 2023, 63.3% of FDI enterprises will use input goods and services from Vietnamese enterprises, much higher than 12.4% in 2010. Delegates attending the Gala celebrating 15 years of the Industry and Trade sector implementing the Campaign “Vietnamese people prioritize using Vietnamese goods” launched by the Politburo . (Photo: Duc Duy/Vietnam+)
Vietnamese enterprises' approach to the market has become more systematic and effective. Therefore, domestic and foreign consumers increasingly appreciate the quality and reputation of Vietnamese brands. This was emphasized by Minister of Industry and Trade Nguyen Hong Dien at the "Gala Program for 15 years of the Industry and Trade sector implementing the Campaign 'Vietnamese people prioritize using Vietnamese goods' launched by the Politburo," held on the morning of November 12, in Hanoi.
Cultivate internal resources
According to the representative of the Ministry of Industry and Trade, the Campaign "Vietnamese people prioritize using Vietnamese goods" was launched in 2009 according to the Conclusion Notice No. 264-TB/TW of the Politburo in the context of the global economic crisis that strongly impacted our country's economy. At that time, a part of Vietnamese consumers had a preference for foreign goods; manufacturing industries faced many difficulties. The goal of the Campaign was to "promote patriotism, self-reliance, self-reliance, and national pride to build consumer culture, while boosting economic production and exporting Vietnamese goods abroad."
According to experts, e-commerce is not only a bridge to help local goods reach consumers across the country, but also supports expanding the influence of Vietnamese products in the international market.
Following the direction of the Party and the State, the Ministry of Industry and Trade has coordinated with departments, ministries, branches and localities to synchronously implement the Campaign, focusing on 5 key contents. Specifically, the Ministry of Industry and Trade has focused on disseminating the policies of the Party and the Government to implement the Campaign; Reviewing policies to support production and business enterprises; Honoring typical enterprises, voting for quality products; Strengthening market inspection and control, while enhancing the responsibility of agencies and organizations in protecting consumer rights. In addition, the Ministry of Industry and Trade has proactively advised and issued decisions to promote the implementation of the Campaign. Projects, programs and strategies such as: Project on Developing the Domestic Market in conjunction with the Campaign "Vietnamese people prioritize using Vietnamese goods"; Strategy on "Developing Domestic Trade"; Project on "Promoting Vietnamese enterprises to directly participate in foreign distribution networks"; Program; National Trade Promotion; National promotion… The proportion of Vietnamese goods in many foreign distribution systems is up to over 90%. (Photo: Duc Duy/Vietnam+) In particular, the Ministry of Industry and Trade has built many mechanisms and policies to promote the development of fundamental industries such as: Energy, processing, manufacturing, chemicals, new materials to build a self-reliant and modern industry. Support economic groups strong enough to play a leading role in industries as well as support small businesses to form a complete industrial ecosystem in the future. In that favorable business environment, many businesses have proactively invested in developing import-substituting products, forming a culture of competition through product quality. Localities have organized many activities to connect the consumption of Vietnamese goods, linking the campaign with market stabilization activities. Modern distribution systems prioritize the distribution of Vietnamese goods. As a brand that has been recognized as a National Brand 9 times, Mr. Le Hoang Khanh Nhut, General Director of Da Nang Rubber Joint Stock Company (DRC) said that the factors of product quality - customer service - product design diversification are the leading factors determining the existence and development of the enterprise. "With 30% domestic market share and 70% export, up to now, in addition to the domestic market, DRC's products have been supplied to nearly 50 countries around the world, including demanding markets such as the United States, EU, South America," Mr. Nhut informed. In recent years, support for the consumption of Vietnamese goods on e-commerce trading floors has been implemented systematically and on a large scale. Market inspection and control, consumer rights protection, as well as information and propaganda have become increasingly effective. According to the assessment of the Ministry of Industry and Trade, from extremely difficult circumstances, the Campaign has contributed to the excellent completion of economic targets towards curbing inflation and stabilizing the macro economy. The total turnover of retail goods and services from 2009 to present has continuously achieved a growth rate of around 10% compared to the previous year; the Consumer Price Index (CPI) from the galloping inflation rate of 19.8% in 2008 has decreased to below 5% from 2014 to present. Notably, the trade deficit has decreased, moving towards continuous trade surplus since 2016; Vietnamese goods in distribution channels account for a fairly high proportion, over 80% in supermarkets; from 60% or more in traditional retail channels. Gradually forming strong enough economic groups, leading industrial sub-sectors. Many domestic supply chains have been formed, such as the supply chains of electricity, LNG, electronics, steel, textiles-fashion , footwear, wooden furniture, etc. Vietnam also participates in the global supply chain through FDI enterprises. VCCI's survey shows that in 2023, 63.3% of FDI enterprises used input goods and services from Vietnamese enterprises, much higher than 12.4% in 2010. The proportion of the processing and manufacturing industry in GDP has increased rapidly and sustainably over the years. Vietnam has emerged as one of the countries with a highly globally competitive industry. Ranked 44th in the world in 2018 and 30th in 2021. Minister Nguyen Hong Dien speaks at the ceremony. (Photo: Duc Duy/Vietnam+) For the industry and trade sector, the campaign not only contributesto educating the Vietnamese people's sense of self-reliance, self-strengthening, and national pride in production and consumption, not only supports many good models and examples in research, application of advanced technology, management innovation, affirming the position of Vietnamese goods in domestic and foreign markets, but also gradually forms the apparatus, organization methods, resource mobilization, making the domestic market one of the key growth drivers, becoming a solid defense line of the economy, contributing to ensuring social security when the world market fluctuates and supply is interrupted. Minister Nguyen Hong Dien emphasized that the campaign has attracted special attention from the business community, domestic consumers and overseas Vietnamese, contributing to effectively exploiting the domestic market, strengthening endogenous capacity, improving competitiveness, promoting economic growth, maintaining macroeconomic stability, controlling inflation, and ensuring major balances of the economy. "Through the campaign, it has helped consumers both at home and abroad correctly perceive the production and business capacity of Vietnamese enterprises and the quality of Vietnamese products, goods and services. Vietnamese enterprises have also raised awareness of the importance of the domestic market, thereby focusing on improving quality, improving technology, production lines, business methods and building, developing and protecting brands," said Mr. Dien.
Focus on brand building
Vice President of the Central Committee of the Vietnam Fatherland Front To Thi Bich Chau commented that over the past 15 years, the Ministry of Industry and Trade has been very determined in its leadership and direction with many innovations in the implementation process; closely coordinating with the Vietnam Fatherland Front and socio-political organizations to synchronously and extensively propagate the Campaign in units and localities. In particular, corporations, general companies in the industry and units under the Ministry of Industry and Trade have actively responded to the implementation of the Campaign according to their assigned functions and tasks, at the same time, have built a wide network across the country and continue to maintain their core role to this day. “It is necessary to further improve legal mechanisms and management policies to create an open environment, fair and healthy production and business; while ensuring the regulations of multilateral and bilateral free trade agreements that Vietnam has participated in so that goods and services are increasingly spread to consumers, as well as to friends in countries around the world ,” Ms. To Thi Bich Chau emphasized. The Vice Chairman of the Vietnam Fatherland Front Committee said that corporations, general companies in the industry and units under the Ministry of Industry and Trade have actively responded to the implementation of the Campaign according to their assigned functions and tasks. (Photo: Duc Duy/Vietnam+) At the ceremony, Deputy Prime Minister Le Thanh Long highly appreciated the important results that the industry and trade sector has achieved in the process of implementing the Campaign, contributing to the overall development achievements of the country. The highlight is that awareness of habits and behaviors of consuming Vietnamese goods has had clear changes; over 90% of Vietnamese consumers and enterprises know about the Program to Identify Vietnamese Goods with the names "Proud of Vietnamese Goods", "Quintessence of Vietnamese Goods;" over 90% of enterprises know about the Movement "Vietnamese Goods Conquer Vietnamese People" and over 70% of enterprises participate in this Movement. Moreover, maintaining and increasing the proportion of Vietnamese goods in the domestic distribution system (Vietnamese goods currently account for over 85% of goods in modern distribution channels); retail sales of goods of the domestic economic sector account for 85% of total retail sales of domestic goods. In the new development stage with the trend of globalization and increasingly deep international integration, the Deputy Prime Minister requested the Ministry of Industry and Trade to promote trade promotion programs and activities, promote products, connect supply and demand; improve the effectiveness of market management, fight against smuggling, trade fraud, counterfeit goods... Strengthen the application of information technology, develop e-commerce and modern trade channels, harmoniously combine with traditional trade and distribution activities. "Enterprises continue to research, proactively innovate technology, apply scientific and technical advances to improve the quality of goods, products and services to ensure the best quality and the most suitable prices. Focus on building brands, promoting promotion; developing distribution channels to bring products to consumers," Deputy Prime Minister Le Thanh Long added.
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