Vietnam Trade Office in Australia cooperates with online platforms to promote lychee consumption

According to the Vietnam Trade Office in Australia, Vietnamese lychees faced many challenges in Australia in 2023. The Vietnam Trade Office proposed an innovative solution, coordinating with high-traffic online platforms like Direct Flights and Ezy Healthcare to promote lychees, while also showcasing Vietnam as a tourist destination with not only beautiful natural scenery but also advanced healthcare and beauty services.

Tens of tons of Vietnamese lychees continue to arrive in Australia, boasting delicious quality. However, this year, Vietnamese lychees face disadvantages in the Australian market due to: Australia's lychee production being the best in years, a late harvest season, and a "lychee glut" in Australia just a few months before Vietnam's harvest; Chinese lychees arriving in Australia earlier and cheaper than Vietnamese lychees; and reduced market demand due to the sharp increase in rental prices in Australia.

Regarding the 2023 Australian lychee season, Mr. Foley, President of the Australian Lychee Association, stated that this year's lychee production has surged by 40%, resulting in a "late but successful harvest" due to favorable weather conditions. In response, the Trade Office has coordinated and implemented aggressive promotional activities. These include promoting lychees on popular online platforms and combining this with the promotion of tourism , resorts, health care, and advanced beauty services in Vietnam.

To be entered into a raffle for a round-trip Australia-Vietnam flight ticket, fabric buyers in Australia who purchased fabric between July 17th and July 31st should send a copy of their invoice or purchase receipt to the email address: lychees2023@directflights.net

The two online platforms, DirectFlights and Ezy Healthcare, have agreed to support the promotion and consumption of Vietnamese lychees in the Australian market and other relevant countries. They will also coordinate with the Vietnamese Trade Office in Australia to promote and attract more tourists to Vietnam, including those seeking health and beauty treatments.

In addition, there's a promotion on buying Vietnamese lychees, with a chance to win an airline ticket in a lucky draw. Joining hands for Vietnamese lychees and farmers, the Direct Flights & Ezy Healthcare platform has agreed to sponsor one round-trip airline ticket from Australia to Vietnam to promote the consumption of Vietnamese lychees and commits to actively cooperating in promoting Vietnamese lychees on the platform's well-known Australian platform.

Simultaneously, promotion through the Trade Office's channels and associations has boosted online sales. The Trade Office has actively promoted lychees through its channels, sending promotional materials to associations and exporters before the lychee season, and despite the unfavorable conditions in Australia this year, the Trade Office has successfully persuaded several importers to bring lychees to Australia.

Since April 2023, recognizing the concerns of Australian fabric importers regarding the import of Vietnamese fabric, the Trade Office has continuously campaigned and committed to supporting the effort. Thanks to the dedication of several importers such as 4waysfresh and Bato Ausales, Vietnamese fabric arriving in Australia has maintained consistent quality. High-quality Vietnamese fabric imported by air has been sold at prices ranging from 400,000 to 500,000 VND/kg. Meanwhile, tens of tons of fabric shipped by sea have also recently cleared customs and been released to markets in various states at around 260,000 VND/kg.

Following the Trade Office's three-year action plan, Vietnamese lychees, which previously lacked company branding and therefore had questionable quality, are now highly valued by importers for their brand and quality. However, without drastic improvements, Vietnamese lychees will struggle to develop their market in Australia.

The Vietnam Trade Office in Australia recommends implementing solutions for the next lychee season.

Firstly, in addition to the exporter's brand, it is necessary to establish a unified brand for the growing region on each carton. Trade missions are always proactive in marketing and creating a positive effect for Vietnamese lychees, but the identification of the growing region's brand and consistent quality management need to be strengthened.

Secondly, the Australian lychee season is getting longer and the quality is good; the Trade Office hopes that lychee-growing regions will cooperate in building a brand for Vietnamese lychees (Premium) in Australia to affirm quality and develop the market;

Thirdly, the cardboard boxes containing the fabric need to be reinforced to ensure they withstand deformation or flattening during transportation;

Fourth, priority should be given to bringing lychees to Australia sooner, and it is suggested that the growing regions coordinate with the Trade Office to organize an annual lychee tasting festival;

Fifthly, there is a phenomenon where exporters only need to export a few tons to Australia to establish their brand, rather than focusing on increasing production volume due to the desire to sell large quantities to other markets. It is suggested that growing regions need to have export policies to Australia to affirm the quality of Vietnamese lychees in this demanding market;

Sixth, promote the processing of canned lychees, dried lychees, and non-alcoholic lychee cocktails (a non-alcoholic cocktail trend in Australia).

Having been allowed to be imported into the Australian market since 2015, Vietnamese fresh lychees have gradually established a foothold in the Australian market.

Source link: https://congthuong.vn/thuong-vu-viet-nam-tai-australia-hop-tac-voi-cac-nen-tang-truc-tuyen-xuc-tien-tieu-thu-qua-vai-262764.html