In order to increase the value and raise the brand name, enterprises have no choice but to invest in technology, train human resources, especially to develop a branding strategy. bring the DMVN on a par with the world.

Lesson 1: Creating the base, increasing the power

Faced with the increasing demand of consumers, especially when the world export market is facing difficulties, domestic enterprises have come back to focus on the development of the Vietnamese market. Besides specializing in making goods for foreign brands, some companies have successfully built their own brand development strategy, initially successful.

Develop your own brand

The garment corporation 10 (Garco 10) successfully negotiated and pushed its products to the Amazon.com ecommerce website. The biggest Internet site in the world has advertised "100% cotton; High quality cotton fabric, comfortable to wear, a great choice for work, parties ... for the Garco 10 "long-sleeved shirt". The shirt is available for $ 29. , the average price in the space of the same products are on the page. The manufacturer of the product is also briefly introduced: "May 10 is the international fashion brand with the design and creation of modern products, with the first factory in 1946 ...". To date, Garco10 has been selling on Amazon for over seven months. In turn the shirts in the first 2,000 shipments were exported from Vietnam to direct delivery to customers in the US, not through any distributor or import as many years ago the company still do. The selling price is higher and the product is branded Garco10, originated in Vietnam.

Regarding the success mentioned above, Deputy General Director Garco 10 Than Duc Viet said, "May 10 has been preparing for more than a year, from consumer tastes research, cooperation with Amazon to design and Develop new products accordingly, arrange personnel in charge. Garco 10's strategy is to create products with a modern design style, updating current trends on the fashion catwalk, international quality but Vietnam price. We identify Amazon through the online sales channel as the fastest way to brand, scale, and cut back on a lot of middleware costs. " It is known that, with the aim of meeting the increasing demand of consumers in the country, towards the middle income people up, Garco 10 is gradually occupying the segment of high-end fashion in the market. school.

With the advantage of having rich experience in processing products for Pierre Cardin - a famous fashion brand in the world, An Phuoc Garment Embroidery Company Limited (An Phuoc) has developed a brand strategy. own the copyright by the Pierre Cardin brand distribution. With the initial strategy to attract customers with the famous Pierre Cardin brand, An Phuoc could sell its products with the same quality as Pierre Cardin branded products but matched the Vietnamese physique. After the period of development cooperation, An Phuoc has gradually expanded to other markets and diversified its products by designing shirts, trousers, jeans, sports shoes, ... for adults and children. By meeting the high and severe requirements of big foreign companies, An Phuoc brand has built up its own modern and technical process with professional and dedicated staffs. An Phuoc always considers its customers in the high-end segment, so the products made must meet completely by high standards. From the decoration of the shop, to the attitude of service staff have to go through the process of close inspection, creating an impression of the brand identity An Phuoc.

Similarly, Viet Tien Garment Corporation has just launched two fashionable men's and luxury brands for businessmen and leaders, namely San Sciaro in Italy. -a and Manhattan American style (in which Manhattan brand by Perry Ellis International Group and Perry Ellis International Europe USA franchise business for Viet Tien in Vietnam). Representatives of Viet Tien Garment Corporation said: This step has been implemented over the past ten years, borrowing "wings" of foreign fashion companies to raise the brand of Vietnam. The expansion of the distribution system, pursuing the multi-brand strategy serving different segments of domestic consumption and the export orientation of the brand, is a long-term strategic direction of Viet Tien in the trend of integration. international and fashionable garment industry in Vietnam. That is also the way of some other textile companies such as Duc Giang Corporation, Nha Be, TNG ...

Confirmed the position

Over the past years, the branding of Vietnamese enterprises has just stopped in the "Vietnamese people use Vietnamese goods" but not reach the region and the world. According to the list of 20 famous international brands of Forbes, no shadow of the Vietnamese brand. That requires Vietnamese companies to link to build image, branding, trade promotion, experience sharing and development assistance to train the next generation of young entrepreneurs to overcome difficulties, Challenges the prosperity of enterprises and jointly build national brands. With the prestige, brand awareness and cohesion, Vietnamese businessmen can completely bring Vietnamese goods and services to international markets. In fact, many Vietnamese fashion brands have the ability to stand "in common" with brand names coming from the European-American area because first of all, these brands are formed in the same "furnace" of the foreign brands. . However, that does not mean that all "Made in Vietnam" products are "brand names" in Vietnam. And it does not mean that it is easy for textile and garment enterprises to offer a branded product that is sold in the market. According to economists, the most important factor creating the gap between the main products is the value of enterprises. In particular, the value of the brand accounts for 70% of the product cost. That is the reason why many fashion brands of DMVN such as Vera, Owen, Mattana or Viettien can not break through the market.

Recognizing in the context of Vietnamese branding, Associate Professor, Dr. Vu Tri Dung, lecturer of Hanoi National Economics University affirmed that the decisive factor for any brand, especially Fashion brand life in the heart of customers is the "quality" of that brand - which Vietnamese enterprises in general and DMVN in particular are very surprised. Therefore, businesses need to invest, to develop a brand strategy in order to have a firm foothold in the market. Deputy General Director Garco 10 Than Duc Viet shares, the deployment of sales on Amazon with May 10 is not easy. The biggest difficulty is finding information and data on the market to research and design fashion products accordingly. The next step is to prepare and arrange logistic activities in the supply chain to bring the products from Vietnam to US consumers in the fastest time, the most reasonable cost. Therefore, businesses have to plan and prepare everything thoroughly before entering, developing in the world market.

According to the General Director of Vietnam Textile and Garment Group (Vinatex) and Vice Chairman of Vietnam Textile and Garment Association (Vitas) Le Tien Truong, in order to build the Vietnamese brand in general and Vinatex in particular to reach the region and the world, Vinatex has been improving the quality of products to increase the added value of Vietnamese textile and garment products. In particular, to focus on investment to form a complete product supply chain, increase the localization rate, propose solutions on financial human resources, technical technology ... in order to gradually change from the form Work on selling products with their brand (OBM). At the same time, to step up the work of personnel planning, training and recruitment, to draw up a mechanism to attract laborers with managerial and technical skills; To well implement policies on training, treatment, care for the environment, working conditions and life of laborers; Develop a reasonable income policy for managers at all levels and skilled workers to encourage employees to work, promote strength with value products and improve competitiveness. market.

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Source: nhandan.com.vn