Preserving traditional spirit, conquering the international market
Currently, the whole city has 1,350 craft villages, of which 268 craft villages and 59 traditional craft villages have been recognized. In terms of production organization models, households account for 86.56%, while enterprises only account for about 11%, the remaining 2.37% belong to cooperatives.
Talking with reporters of Industry and Trade Newspaper, Associate Professor, Dr. Nguyen Thua Loc, former Senior Lecturer of National Economics University, commented that market for handicraft products is the "measure" reflecting understanding, experience and maturity of entrepreneurs when participating in this field.
Regarding products, diversity of designs and models comes from creative spirit and individual skills of each artisan, creating uniqueness, which is the most valuable factor. In addition, each product also has profound cultural and spiritual values, because it crystallizes identity and historical traditions of a land or a locality.
Regarding raw materials, supply is abundant but is greatly affected by the weather. Therefore, raw material processing stage becomes a decisive factor, directly affecting product quality.
Regarding customers, this is a special consumer group - they buy to experience, to feel, often knowledgeable and strict in evaluating manufacturing techniques. They are willing to pay a high price for an item that is not only useful, but also shows their own personality and aesthetic taste.
Regarding supply and demand, supply capacity is still limited and unstable because production process depends heavily on craftsmanship as well as manual processing time, especially for products that require high techniques.
Regarding distribution and marketing channels, main form of sales is still through handicraft stores in craft villages. Product marketing is not only about promotion, but also about the "story" being told, story of creativity, of emotions, helping to connect product with customers. This is also the most effective marketing method of this industry.
Building a brand in global competition
According to Hanoi Department of Industry and Trade, although Hanoi's handicrafts are experiencing a sharp decline in orders in markets such as the United States, EU and Japan, export volume of handicrafts in emerging countries such as Thailand, the Philippines and Indonesia is increasing by 15%. This is a big challenge for managers and businesses.
In 2024, Vietnam's export turnover is estimated to reach 4 billion USD. Scale of Vietnam's handicraft market is forecast to grow at 8.7% in the period of 2024-2025, lower than the global growth rate. Currently, Vietnam's handicrafts have not created competitiveness compared to some countries such as China and other countries in the region.
Hanoi's handicraft villages have long made an important contribution to economic development, while creating a unique cultural identity of capital. However, in current context, this industry is facing both great opportunities and challenges. Question is: How to preserve traditional values? And how to enhance brand of Hanoi's handicraft products in domestic and international markets?
To develop handicraft market in a systematic and sustainable manner, experts in the industry believe that it is necessary to clearly define viewpoint and strategic direction. This is an important fulcrum for building appropriate solutions.
Firstly, development of handicraft market requires strong, long-term and synchronous investment from entire system: state management agencies, craft village associations, enterprises and artisans.
Secondly, to change a field, we must start with thinking and vision. When awareness changes, actions will change, thereby creating results.
Thirdly, unlike many socio-economic sectors that have a governing body, handicraft villages have not yet found a real "patron". This absence makes it difficult for many craft villages to affirm their brands and lack support to expand their market share.
In context of global integration, law of development poses clear challenges: to accelerate, we must transform digitally, to be sustainable, we must transform greenly. Therefore, handicrafts are forced to take advantage of digital technology, e-commerce, and associate with green goals to improve competitiveness.
“Market is the land where businesses exist, where competition is an inevitable rule. Without innovation, craft villages will be eliminated from the game. To stand firm, Hanoi must compete not only domestically with 33 other provinces and cities with craft villages, but also in the international market,” Associate Professor Dr. Nguyen Thua Loc emphasized.
From research practice, Associate Professor Dr. Nguyen Thua Loc proposed 6 groups of solutions for craft villages including: first, renewing awareness, improving competitiveness; in the market, the weak will be eliminated, only the strong will survive.
Second, product positioning, quality improvement, technical innovation to increase production value. Third, investing in design - innovation, crystallizing culture into products, turning goods into unique cultural symbols. Fourth, promoting trade promotion, diversifying distribution channels, especially e-commerce to access the global market.
Fifth, combining production with tourism, creating shopping experiences associated with culture, increasing economic value and promoting traditions. Sixth, building handicraft brands, tracing the origin and telling stories for each product, increasing emotions and prestige in the international market.
However, efforts from craft villages and businesses are not enough. Associate Professor, Dr. Nguyen Thua Loc said that in the journey to conquer the world market, it is necessary to have support of the State and authorities at all levels through 5 key groups of solutions: Perfecting mechanisms and policies; supporting capital, credit, production premises; vocational training, trade promotion; Human resource development, vocational training; artisans' remuneration; support for enterprises in applying technology, building quality standards; Trade promotion, market expansion; brand building, geographical indications; linked with tourism to increase diffusion; Environmental protection, sustainable development; centralized production planning, raising community awareness; Strengthening links, building an "eight-house" ecosystem including the state, manufacturers, scientists, business people, culturalists, designers, tourists and banks. In particular, participation of banks will help projects escape "paperwork" and become reality.

Source: Vitic/ congthuong.vn