Promoting the F2C model: Directly connecting production and consumption

Purely Vietnamese e-commerce is not only a story of technology, but also a journey of building trust and affirming identity. The signing ceremony of the memorandum of understanding (MOU) between the Center for Trade and Investment Promotion (Department of Trade Promotion) and Hi1 Technology Joint Stock Company is not only an important milestone marking the cooperation between the two sides, but also opening a new direction for Vietnamese e-commerce.

Enhancing responsibility for protecting Vietnamese brands in the digital environment

On the afternoon of September 23, 2025, the Department of Trade Promotion ( Ministry of Industry and Trade ) organized the Program Connecting Production - Promoting Consumption - Elevating Vietnamese Trade towards building a purely Vietnamese e-commerce ecosystem combined with the signing ceremony of the Memorandum of Understanding (MOU) between the Center for Trade and Investment Promotion Support (Department of Trade Promotion) and Hi1 Technology Joint Stock Company.

The event was attended by Mr. Le Hoang Tai - Deputy Director of the Trade Promotion Agency; Ms. Nguyen Thi Thu Thuy - Deputy Director of the Trade and Investment Promotion Support Center, Trade Promotion Agency; Mr. Nguyen Van Dung - Chairman of the Board of Directors and General Director of Hi1 Vietnam Joint Stock Company; representatives of strategic partners such as Vietnam Prosperity Joint Stock Commercial Bank (VPBank), Viettel Post Joint Stock Corporation (Viettel Post), Vietnam Women's Newspaper, and nearly 70 manufacturing and exporting enterprises.

Vietnam aims to build a purely Vietnamese e-commerce ecosystem

In his opening speech, Mr. Le Hoang Tai - Deputy Director of the Trade Promotion Agency emphasized the role of digital transformation in trade promotion, especially in the context of strong digital economic development and e-commerce playing an increasingly important role.

Mr. Tai said that Vietnam is currently considered one of the fastest growing e-commerce markets in Southeast Asia, with an impressive growth rate of 18-25% per year over the past several years. More and more Vietnamese consumers are familiar with online shopping and many businesses have taken advantage of digital platforms to expand their markets both domestically and internationally.

However, according to Mr. Tai, besides the encouraging results, we are also facing significant challenges: dependence on foreign platforms, high logistics costs, lack of connection between manufacturers - distribution systems - consumers, especially the need to protect Vietnamese brands in the digital environment.

"Therefore, building a purely Vietnamese e-commerce ecosystem is not only an inevitable trend but also an urgent requirement to improve the competitiveness of Vietnamese goods, create a sustainable distribution channel, and help businesses proactively manage data and markets. This is an important foundation for Vietnamese goods to not only conquer the domestic market but also reach out to the world with an increasingly high position," said Mr. Tai.

In that context, on September 16, 2025, the Trade Promotion Agency had a working session with Hi1 Vietnam Joint Stock Company, the operator of the F2C e-commerce platform Hi1.vn. At the meeting, the two sides agreed on the direction of public-private strategic cooperation to strongly promote the application of digital technology in trade promotion activities.

Memorandum of Understanding (MOU) signing ceremony between Hi1 and the Center for Trade and Investment Promotion Support

This cooperation is both suitable for the professional functions and tasks, and synchronized with the digital transformation orientation of the Trade Promotion Agency, while making the most of the available resources and technology platforms of Hi1 Vietnam to quickly complete and expand the Digital Trade Promotion Ecosystem.

This is not only a technical or technological event, but also demonstrates a strategic vision: bringing Vietnam's trade promotion activities to a new stage - modern, proactive and sustainable. Today's program is the next step and concretizes those orientations.

“The Trade Promotion Agency always accompanies and supports businesses, creating favorable conditions for cooperation initiatives such as the F2C Hi1.vn model to be deployed quickly, widely and effectively. Thereby, contributing to realizing the Government's digital transformation policy, making Vietnam a strong country in e-commerce and digital economy in the near future” – Mr. Tai emphasized.

Join hands to create a purely Vietnamese ecosystem

Also sharing at the event, Ms. Nguyen Thi Thu Thuy - Deputy Director of the Center for Trade and Investment Promotion Support (PROMOCEN) said that, accompanying the integration and digital transformation process of the economy, the Trade Promotion Agency has constantly innovated to lead the business community through many challenging stages.

If in the past, trade promotion activities mainly relied on fairs, exhibitions and direct trade, over the years the Department has applied a variety of new modern trade promotion forms, online connections, direct and online combinations, training businesses to operate digital platforms, contributing to supporting the emergence of many new trade models.

"From these pioneering steps, many small and medium-sized enterprises have found their own way to expand the market, increase product value and reach consumers faster and more effectively," Ms. Thuy emphasized.

Delegates attending the event

In that common ecosystem, the Center for Trade and Investment Promotion Support, as a public service unit under the Department, is assigned the responsibility of connecting resources, bringing policies and support solutions closer to businesses. Many specialized consulting programs, training on e-commerce platform management, digital marketing or online branding have been and are being organized by the Center, helping businesses gradually master digital tools.

In particular, the domestic production-consumption linkage activities implemented by the Center have helped many local products and regional specialties find a firm foothold in the market and gradually affirm the Vietnamese brand in the hearts of consumers.

Based on these achievements, the Center is pleased to accompany Hi1 Vietnam Joint Stock Company in public-private cooperation in trade promotion on digital platforms. This event is expected to open up opportunities for Hi1's F2C model, with its strengths in technology and digital platforms, to combine with the Center's ability to connect and support businesses. This is not simply a cooperation project, but also a strategic step to create a purely Vietnamese distribution channel, where data, markets and benefits are all placed in the hands of Vietnamese businesses and serve Vietnamese consumers.

The event is expected to open up opportunities for Hi1's F2C model to accompany and support businesses.

To realize this goal, according to Ms. Thuy, the Center will closely coordinate with Hi1 and related partners to implement a number of activities such as:

Evaluate and coordinate the development of a mechanism to integrate and share data from the hi1.vn platform into the Digital Trade Promotion Ecosystem assigned by the Center to coordinate with the leaders of the Trade Promotion Agency.

Accompany in trade promotion activities, events and communication programs organized by each party.

Coordinate the organization of training, workshops and seminars to improve digital technology application skills for businesses, associations and trade promotion organizations.

Propose and test new initiatives and technology models to contribute to perfecting the comprehensive digital trade promotion ecosystem.

"It can be said that pure Vietnamese e-commerce is not only a story of technology, but also a journey of building trust and affirming identity. We believe that when the State, technology enterprises and the production community join hands, barriers in terms of costs, logistics, finance or technology will gradually be removed, giving way to a fair, transparent digital ecosystem with a strong Vietnamese imprint" - Ms. Thuy emphasized.

Businesses display products at events to promote and introduce products.

Mr. Nguyen Van Dung - Chairman of the Board of Directors and General Director of Hi1 Vietnam Joint Stock Company shared his vision of the F2C (Factory to Consumer) model that directly connects manufacturers and consumers, without floor fees, reduces intermediary fees, optimizes costs, and improves product quality.

“Hi1 aims to accompany state management agencies and strategic partners to form a purely Vietnamese e-commerce ecosystem, where manufacturing and service businesses and consumers benefit together, while contributing to the goal of national digital transformation,” said Mr. Dung.

Within the framework of the event, the highlight of the program was the MOU signing ceremony between the Center for Trade and Investment Promotion Support, the Department of Trade Promotion (Ministry of Industry and Trade) and Hi1 Vietnam Joint Stock Company.

The signing ceremony is not only an important milestone marking the cooperation between the Center for Trade and Investment Promotion Support - Department of Trade Promotion and Hi1 Vietnam Joint Stock Company, but also opens a new direction for Vietnam's e-commerce. The event affirms the common commitment of state management agencies, technology enterprises, logistics, finance and media units in building a purely Vietnamese e-commerce ecosystem, supporting businesses to develop sustainably, enhancing the value of Vietnamese goods and promoting domestic consumption as well as export.

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Author: Do Nga

Tags: e-commerce, trade promotion, Vietnamese goods

Source: https://moit.gov.vn/tin-tuc/xuc-tien-thuong-mai/chung-tay-kien-tao-he-sinh-thai-thuong-mai-dien-tu-thuan-viet.html