Customers shop at Tasco Mall in Hanoi’s Long Bien district. (Photo: Hanoimoi.vn)

With improving quality and strong consumer support, Vietnamese goods are increasingly becoming the preferred choice for households across the country. This trend is further evidenced by the growing presence of locally made products in distribution systems nationwide.

To ensure a stable supply of essential goods before, during, and after the Lunar New Year (Tet) holiday, Hanoi authorities have implemented decisive measures to stabilise the market. Retailers have increased their stock by 30-35% to meet demand, with Vietnamese goods accounting for up to 85-90% of the total supply.

Notably, the city has established 128 supply chain links for safe agricultural products, connecting with 926 suppliers and distribution networks from 43 provinces and cities. Multi-channel retailing has also been prioritised, with 268 e-commerce websites offering online shopping options. In particular, over 3,000 One Commune, One Product (OCOP) items and 500,000 tonnes of goods from various regions have been introduced and distributed in Hanoi.

A survey of convenience stores and major retail chains such as Hapro Mart, GO!, WinMart, Lotte Mart, and Co.opmart in the capital revealed that Vietnamese goods made up 90% of Tet gift baskets.

Do Tue Tam, Deputy General Director of Hanoi Trade Corporation (Hapro), stated that the company selects high-quality Hapro-branded products by its subsidiaries to ensure they meet set standards. These include ST 25 rice, Hapro Dong Thap rice, roasted cashews, sausages, smoked pork knuckles, chicken, and smoked pork belly, all carefully packaged into Tet gift baskets. Additionally, Hapromart and BRGmart supermarkets have launched promotional programmes with attractive pricing to boost consumer spending.

Nguyen Thi Kim Dung, Director of Co.opmart Hanoi, noted that for many years, over 90% of Tet gift baskets at the supermarket have comprised locally made specialty items.

Nguyen Minh Anh, a resident of Cau Giay district, shared that Vietnamese-branded Tet products have become increasingly diverse in design and price, making them more appealing and accessible to consumers.

Nguyen Kieu Oanh, Deputy Director of the Hanoi Department of Industry and Trade, emphasised that changing consumer habits present an opportunity for domestic businesses to quickly adapt by introducing new products with attractive designs, high quality, reasonable prices, and excellent after-sales service.

Strong shift toward Vietnamese goods

After nearly 15 years, the Vietnamese people prioritise using Vietnamese goods campaign has yielded marked results, with over 85% of consumers now choosing locally made products. Beyond traditional in-store shopping, many domestic businesses and manufacturers have expanded into online channels and e-commerce platforms, bringing Vietnamese goods closer to consumers.

From a distribution perspective, Tam stressed that all products sold in Hapro’s retail system must meet strict quality standards. For instance, agricultural and food products must maintain optimal freshness, reaching supermarkets within 8-36 hours after harvest or processing and being stored under ideal conditions. The company has also established a food safety inspection team to closely monitor product quality, ensuring clear traceability and compliance with safety regulations, she added.

Pham Anh Tuan, Vice President of the Vietnam Fatherland Front Committee in Hanoi, noted that over the past 15 years, the campaign has led to significant and widespread changes. People from all social classes are increasingly prioritising locally made goods, boosting domestic consumption and strengthening national production.

To sustain the campaign’s success, the city’s Steering Committee has directed relevant units to enhance awareness among consumers and businesses of its importance. Efforts will focus on guiding, supporting, and connecting businesses while streamlining administrative procedures and addressing challenges faced by enterprises. Businesses with popular Vietnamese products are encouraged to strengthen marketing efforts, build brand recognition, and expand market development both domestically and internationally to maintain consumer trust.