AsemconnectVietnam - Last year was a difficult year due to the impact of the global economic recession, but with many efforts, Vietnamese businesses have been gradually asserting their position in the international market, bringing their products to serve global consumers.

Enroll in the international market
According to the General Statistics Office, in 2023, the total import-export turnover of goods was estimated to reach 683 billion USD, down by 6.6% compared to 2022. However, because the rate of decrease in turnover of imports was faster than that of exports, so the trade balance of goods in 2023 still had a surplus of 28 billion USD, far exceeding the figure of 11.2 billion USD in 2022. The trade balance for the whole year continued to have a trade surplus in previous years, positively contributing to balance of payments, helping to increase foreign exchange reserves, stabilize exchange rates and other macroeconomic indicators of the economy.
The fact that Vietnamese products have affirmed themselves in the world market has caused the value of Vietnam's national brand to 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) showed that, in 2016, Vietnam's national brand was valued at 141 billion USD. By 2021, it reached 388 billion USD, in 2022 it reached 431 billion USD and in 2023, it reached 498.13 billion USD, an increase of 15.6% compared to 2022, recording a continuous two-digit growth in percentage of trade 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 was ranked 33/121.
Contributing to the above victory was 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 in 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 its products 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 of 2023, Habeco's first container of Hanoi Beer Premium arrived in the United States, marking a milestone for Habeco products to conquer the most potential market 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 was the first step 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.
MIA Group Co., Ltd., had its own direction. With a lot of agricultural products (dragon fruit, coconut, lychee, mango, banana, seedless lemon) exported to the EU, Chairman of the Board of Directors of MIA Group Co., Ltd. Nguyen Ngoc Huyen has successfully built a "Vietnamese fruit map" - 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 markets (a form of business-to-business business). All domestic and international businesses can participate in that network. Enterprises place orders and cooperatives receive planting orders according to customer-requested standards. From there, we can gradually solve the situation of "good season - falling 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 of 2023, Vietnamese coffee brand King Coffee successfully penetrated the Costco Wholesale system, the largest wholesale supply chain in the US and continued to plan to penetrate most states in the US. 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, South Korea, etc.
The exports 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 markets and help to enhance Vietnamese rice brands. 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. 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 the 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 in 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 "Wherever customers are, Vinanutrifood sale 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 the 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.
CK
Source: VITIC/ haiquanonline.com.vn