TS Automation determined to bring Vietnamese ginseng brand abroad

Conquering the automation industry, pursuing a new dream

Since his third year, Dinh Van Hien, a student of the Faculty of Measurement and Automatic Control ( Hanoi University of Science and Technology), has earned a fair amount of money by buying old electronic devices at scrap prices and turning them into timers, thermometers, etc., and selling them for only half the price of brand new products on the market, while still making a profit of 500% compared to the manufacturing cost.

After graduating, Dinh Van Hien became a lecturer at Hanoi College of Electronics and Refrigeration Engineering, then became a researcher at the Institute of Electronics, Informatics and Automation, headed by Professor Nguyen Xuan Quynh (the first automation professor in Vietnam). He was quickly entrusted with the task of managing the installation of a synchronous automation system for 54 workshops of the Lao Cai Apatite factory.

In 2000, the desire to conquer difficult tasks prompted the former student of the University of Technology to change direction once again: to establish the DKNEC Automation Measurement Electromechanical Company. Mr. Hien took on the responsibility of general director.

Prof. Dr. Dinh Van Hien, Chairman of the Board of Directors of DKNEC Group Joint Stock Company (Photo: NVCC)

In fact, the company's name is a combination of the first letters of the last names of the five founding members: D - Dinh, Dang; K - Khong; N - Nghiem, Nguyen; E can be understood as Electrical or Engineering or Energy, C can be Center, Company or Corporation... The company's name represents our rather broad and long vision," Mr. Hien humorously explained.

For about two decades, the company has been a general contractor for electromechanical and automation projects in Vietnam.

In the years 2003-2005, thanks to the consultancy of DKNEC team, Saigon - Dak Lak Beer Factory, Saigon - Binh Duong and Saigon - Hanoi Xuan Phuong Beer Factory (Hanoi) with POLYCO Group as the general contractor became a bright spot in the control center without buttons, without switches.

After more than 20 years working with DKNEC as the general contractor for electromechanical and automation in the beer - wine - beverage industry, Mr. Hien transferred the position of general director to his wife, and he took on the role of chairman of the board of directors of DKNEC Group Joint Stock Company.

In 2022, someone asked for advice on building a ginseng factory. Suddenly remembering that making ginseng was his grandmother's "home profession", the chairman of DKNEC decided to pursue a new dream: Making Vietnamese branded ginseng.

In 2022, Sam Loc Hoang An Group Joint Stock Company was born, based on the name of Mr. Hien's hometown: Quynh Loc, Hoang Mai, Nghe An.

Making ginseng with automation thinking

Founder of the innovative startup Sam Loc Hoang An recalls that when he was a child, he often saw his grandmother planting ginseng. Through research, he learned that nowadays, ginseng is grown a lot in Bo Chinh - Quang Binh, but people often sell raw ginseng.

“Ginseng is a precious medicinal herb. For many years, Vietnam has imported Korean ginseng, spending a lot of money. Imported ginseng is expensive, few people dare to buy it. Looking at Korean people using ginseng like vegetables, I also have the desire that 100 million Vietnamese people, including the poor, can enjoy Vietnamese ginseng,” Mr. Hien confided.

Aiming at the goal of processing branded products rather than selling raw materials, Mr. Hien calculated that if he only sold Bo Chinh ginseng, it would be difficult to compete with Korean, Japanese, Chinese ginseng products...

“Being an automation person, I decided to follow the automation mindset: Integrating three types of ginseng into one to create a difference. I had to carefully research the ingredients and ratios, because there are products that are fine when used separately, but when combined, they can be harmful to health.

As a result, the An Binh ginseng line is integrated from Bo Chinh ginseng with Ngoc Linh ginseng, ginseng imported from Canada and some other pharmaceuticals. Of which, Ngoc Linh ginseng is the most expensive in the world, has the highest saponin content, with more than a dozen types of amino acids that are very good for health. Bo Chinh ginseng is cold. Canadian ginseng is neutral, helping users not to have a cold stomach," said Mr. Hien.

To realize the dream of the poor also tasting ginseng, Sam Loc Hoang An has added the An Tam line with dried ginseng products appearing for the first time on the market, priced at only 22,500 VND/package.

Mr. Hien and his associates distribute Sam Loc Hoang An products to consumers (Photo: NVCC).

Restarting his business at the age of 53, Mr. Hien chose to go slowly but surely with the 5.0 startup model: No need for much money, no need for many people, no need to invest in factories, no need to invest in warehouses, no borders.

Instead of spending hundreds of billions of dong on building a factory, for each product, Mr. Hien finds a suitable partner to produce according to the requirements. These include big brands in the pharmaceutical industry such as Traphaco, Sao Thai Duong, Bach Thao Duoc, ... or reputable brands in the food industry such as Hai Chau dried food.

Mr. Hien's way of using high-quality human resources is also quite special: Hiring retired foreign experts.

“We participate in the international scientific community, so we know many leading professors from different countries. Wherever I need to go, I can find the right person. They are very sincere and give the right message. Whatever needs to be adjusted, we work together until it is done. There are retired professors who work for nothing, and even give me the formula for making the product,” Mr. Hien excitedly shared.

The process of researching and developing (R&D) ginseng products is not simple. Each type must go through many tests on smell, color, and taste. Failure and loss of money are inevitable.

Japanese experts are supporting the research on the formula for preparing Sathachi ginseng powder (Sa – ginseng, tha – cordyceps, chi – lingzhi mushroom) belonging to the An Khang ginseng product line. Sathachi ginseng powder has a fineness of 10-7, dissolves immediately in water, the particle size is larger than micro and smaller than nano. 18 samples were sent to Mr. Hien but still did not meet the requirements, and are continuing to prepare.

Following the trend of digital economic development and digital transformation, Mr. Hien uses 500 AI (artificial intelligence) robots to serve market research and analysis activities. 500 AI (artificial intelligence) virtual assistants developed and operated by AIDU (a strategic partner of DKNEC) to serve the business's market research and analysis activities.

Through machine learning algorithms and data analysis, AI virtual assistants can answer questions related to many areas of production and business activities. Each Sam Loc Hoang An employee is given an AI account to improve work efficiency.

Currently, AIDU is implementing weekly training activities so that Mr. Hien's team can apply and exploit the maximum potential and effectiveness of the smart interactive features of the "special assistant".

Bringing the difference to the international market

Sam Loc Hoang An is named in the Top 10 "Asia's Leading Brands in 2024" because it meets the following factors: Differentiated products; founders with innovative thinking; long-term vision; aiming for global scale... (Photo: NVCC).

“Not only do we gradually realize the desire to help 100 million Vietnamese people, including the poor, have the opportunity to access ginseng to improve their health and quality of life, we also accelerate the introduction of Vietnamese branded ginseng products to the world. Loc Hoang An ginseng products have been exported to Germany, Czech Republic, Russia, Japan, Thailand... through unofficial channels.

In the upcoming shipments, we will meet a number of criteria on organic products, green production, QR Code traceability, etc. for official export. Conquering demanding markets such as Japan and Europe will be a guarantee to help us easily enter other markets," said Mr. Hien.

He emphasized that Sam Loc Hoang An's export strategy focuses on differentiation, not spreading out and absolutely not competing on price.

These days, the Sam Loc Hoang An team is rushing to complete the product line aimed at the Japanese market. The packaging and labels will only be in Vietnamese and Japanese.

Some good news was revealed by “boss” Dinh Van Hien: “More than 20 ambassadors have ordered many times the products of Sam Loc Hoang An. Many representatives of the Vietnam – Soviet Union, Vietnam – Korea, Vietnam – Japan, Vietnam – Cambodia, Vietnam – Laos Friendship Associations… after using our products have expressed their love and appreciation. These are effective bridges to help Sam Loc Hoang An soon realize the goal of official export to other countries in 2025”.

Vietnamnet.vn

Source: https://vietnamnet.vn/gs-ts-tu-dong-hoa-dua-sam-thuong-hieu-viet-xuat-ngoai-2299877.html