Consumers choose to buy Vietnamese products at the Aeon supermarket system (Japan). Photo: Thanh Tung

Enroll in the international market

The fact that Vietnamese products have affirmed themselves in the world market has caused the value of Vietnam's national brand to also increase on the global rankings.

A report by Brand Finance (the world's leading independent brand valuation and strategy consulting organization, headquartered in the UK) shows that, in 2016, Vietnam's national brand was valued at 141 billion USD. By 2021, it will be 388 billion USD, in 2022 it will reach 431 billion USD and in 2023, it will reach 498.13 billion USD, an increase of 15.6% compared to 2022, recording continuous double-digit percentage growth in brand value.

In Brand Finand's assessment of the Top 121 strong national brands in the world, Vietnamese national brands are always ranked in the top half of the rankings and have steadily increased in rank over the years. In 2023, Vietnam National Brand is ranked 33/121.

Contributing to the above victory is the story of the Vinamilk and Habeco brands, two national brands ranked in the Top 5 most valuable food and beverage brands in Vietnam that were honored by Brand Finand. 2023. Since 2016, Vinamilk has brought condensed milk and condensed creamer products to supermarket shelves in Arizona and California (USA). This surprised many people, because America is a powerhouse in milk production and processing with thousands of different brands. To date, Vinamilk has exported to 57 countries and territories, becoming the 6th largest brand in the world and with a brand valuation of up to 2.8 billion USD.

As for Habeco, after efforts to negotiate with export partners, in December 2023, Habeco's first container of Hanoi Beer Premium arrived in the United States, marking a milestone for Habeco products to conquer a potential and "difficult" market. "best" in the world. The United States is considered Habeco's key export market with much potential and room for development. The presence of Vietnam's leading domestic beer product in the US market will be money for Habeco to continue its "Go Global" strategy with the mission of enhancing the position of the Vietnamese brand, expanding markets and diversifying export products.

In the case of MIA Group Co., Ltd., there is a different direction. Not only has there been a bumper harvest of agricultural products (dragon fruit, coconut, lychee, mango, banana, seedless lemon) to the EU, Chairman of the Board of Directors of MIA Group Co., Ltd. Nguyen Ngoc Huyen has successfully built a "fruit map". "Vietnamese trees" - a place to systematize information, data, and images of Vietnamese fruits according to geographical indications and regional endemism, presented on an e-commerce platform. This has helped connect partners who want to import Vietnamese agricultural products with farmers.

Ms. Nguyen Ngoc Huyen said, "Vietnam fruit map" was nominated as a new business trend in Asia at the 2022 ASIA Fruit Logistica International Fair held in Thailand. In the near future, this will be a social network to connect buyers and sellers, including domestic and international B2B market (a form of business-to-business business). All domestic and international businesses can participate. Enterprises will place orders and cooperatives will receive planting orders according to customer-requested standards. From there, gradually solve the situation of "good season losing prices", as well as eliminate the scene of "rescuing" agricultural products.

The King Coffee brand has also marked its success in foreign markets in recent years. At the end of May 2023, Vietnamese coffee brand King Coffee successfully penetrated the Costco Wholesale system, the largest wholesale supply chain in the US and continues to plan to penetrate most foreign states. America. Currently, in addition to the US market, King Coffee is also continuing to develop in more than 60 countries and territories, including major markets such as China, America, Japan, Russia, Singapore, Korea...

Export of branded rice, processed products in the food industry... also recorded progress in 2023. Some businesses in this field have left their mark when "overcoming the storm" to bring their products to market and Vietnamese rice brands fly further. It can be mentioned that Loc Troi Group has successfully put its own branded rice product "Vietnamese Rice" on the shelves of French hypermarkets as well as penetrating the European Union (EU) market. Or like the rice paper and vermicelli products of Duy Anh Food Import-Export Co., Ltd. (Duy Anh Foods) have become familiar names to consumers in 48 countries globally.

Enhance your brand

Bringing a Vietnamese brand to the world stage is difficult, but maintaining the brand is even more difficult. It is a process that requires businesses to constantly innovate, develop, and create quality products to serve the diverse needs of consumers.

With decades of experience exporting Vietnamese goods, General Director of Vietnam Organic Nutrition Food Joint Stock Company (Vinanutrifood) Nguyen Thi Diem Hang said, Vinanutrifood always determines that to have a position in the international market, it must build a strong and unique brand, and at the same time export deeply processed products through official channels, avoid exporting raw products, which leads to products reaching consumers with foreign labels. To date, the business has developed instant coffee, fruit, and vegetable products under the Vinanutrifood brand that are loved and trusted by international consumers.

In addition, to be able to access the world market quickly and effectively, Vinanutrifood focuses on developing digital commerce with multiple touch points, focusing on the strategy "Where customers are, Vinanutrifood sales channels are there". As with the Chinese market, Vinanutrifood works with streamers (online broadcasters) and major e-commerce platforms in this country of billions of people to bring products closer to customers. Vinanutrifood has developed the "Vietnamese House" system in the Chinese market and organized the promotion of Vietnamese products such as Vietnam Week and Vietnam Day.

According to Ms. Vu Kim Hanh, Chairwoman of the High Quality Vietnamese Goods Business Association, in the context of Vietnam's increasingly deep integration into the world economy, standardizing and improving the quality of exported products has become necessary and important. Besides, the quality of a business's goods must be stable to retain customers.

The Ministry of Industry and Trade has implemented the National Brand Program until 2030 to build and promote Vietnamese brands, trade names, geographical indications and appellation of origin of goods in domestic and foreign markets. Therefore, businesses need to take advantage of opportunities from these policies to build their brands.