Vietnamese brand names travel abroad

Though it is still far from becoming a tendency, more and more Vietnamese enterprises are trying to export their brand names abroad, considering this a golden opportunity to develop their brand names and compete with other rivals.

In July 2010, the first shop bearing the brand name ‘Mattana’ of Nha Be Garment Corporation will appear in Cagliari City in Italia. As planned, a second shop will open later in Napoli. According to Le Mac Thuan, Deputy General Director of Nha Be Corporation, the franchise contract signed between Nha Be Corporation and the Italian partner is validi for 10 years.

The contract includes detailed provisions about the product supply and display, plus the use of ‘Mattana’ brand. “We are providing shirts, trousers and suits designed and produced by Nha Be Corporation. The supply will be provided monthly, with an average value of $300,000 each month,” Thuan detailed.

As for neighbouring markets like Cambodia, Laos, the Philippines or Japan, more and more Vietnamese brand names have appeared in these countries.

In choosing general sale agents in Cambodia and Laos in mid-2009, Phan Van Kiet, Deputy General Director of Viet Tien Corporation, believes that this is a suitable move. “The partner in Laos will specialize in selling Viet Tien’s products in Vientiane. They can choose the products Viet Tien offers, or place orders with Viet Tien, so that Viet Tien can make products that fit the Lao market,” Kiet explained.

After Cambodia and Laos, Viet Tien is eyeing the markets in Thailand, Myanmar, Singapore and Malaysia.

Though export revenue remains modest, a lot of enterprises are still trying to boost exports because they believe that this is the best way to protect their home market share.

Nguyen Minh Tuan, Director of Kem Nghia (Nghia’s pincers), remarked that the company has opened an exclusive distribution agent in Guang Zhou. “This is a strategic decision rather than one to increase sales. Guang Zhou is a place where businessmen from many countries flock. Therefore, if we have a distribution there, we will be able to introduce our products,” Tuan maintained.

Currently, prices of Kem Nghia brand are always 3-4 times higher than a counterfeit product, and the products are competing fiercely with Chinese goods, thanks to their high quality.

“The most important thing now is that Chinese customers now want original products with higher prices, while they do not buy counterfeit products with lower prices,” Tuan observed.

Kinh Do confectionary company has decided to ‘exploit’ the Japanese market. Le Phung Hao, Deputy General Director of Kinh Do, admitted that this is really a big challenge, but it is a safe strategy. Kinh Do is now exporting AFC brand name cookies and crackers to Japan.

Companies all say that, in order to penetrate foreign markets, products must meet the taste of foreign consumers and meet international standards. Bui Thi Huong, Public Relations Manager of the Vinamilk, reported that they had to spend a lot of time and money to survey export markets. In the first six months of 2010, the company earned $10 million by exporting condensed products with the brand name “Vinamilk – Southern Star” to the Philippines, and “Vinamilk – Bestcow”, “Vinamilk – Captain” to Cambodia.

Tags: Vietnam companies, Vietnam enterprises, Vietnamese brand names