TRADE PROMOTION IN THE INTEGRATION PERIOD

In the past 5 years from 2011 to 2015, trade promotion activities at home and abroad have achieved much progress, contributing significantly to the growth of the country’s export. However, when Vietnam integrates deeper into the world market, the role of trade promotion will become more significant.

In recent years, trade promotion has been implemented uniformly and efficiently, maximizes the resources at home and abroad to support the businesses and contribute to the economic and social development of the country.

Typical is the national trade promotion program. With the support from the program, the presence of Vietnam export products in many traditional markets such as the US, EU, China, Japan, South Korea is expanding. At the same time, the program has supported the business to come back to such markets as Russia and Eastern Europe, strengthening the operation in Myanmar, Laos, the Middle East, Africa and Latin America…

According to statistics, the activities of the national trade promotion program in the period of 2010 – 2014 have attracted the participation of more than 21,000 businesses. In particular, the companies have directly deal and signed contracts with a total contract value of export goods and sales reached nearly 5.3 billion USD and more than 1,000 billion VND.

The participation in the multilateral free trade agreements such as the Trans-Pacific Partnership (TPP) and bilateral agreements, in addition to the benefits that it can bring to the export of strategic goods Vietnam, the domestic manufacturing sector is forecasted to face with negative impacts if there are no timely and appropriate measures to support.

In order to effectively effectively support companies and take advantage of the opportunities offered by the new generation FTAs, Ministry of Industry and Trade has directed the relevant agencies to deploy more practical trade promotion activities, focusing on activities to tapping and opening the markets that Vietnam has signed and under FTA negotiation.

In particular, focus on supporting the export promotion in overseas market with such activities as: Organize and participate in specialized trade fair abroad, organize trade delegations to help maintain export turnover in the key markets, expand export market in new and potentialmarkets.

Promote export through activities organized right in Vietnam: Organize international exhibition in Vietnam; organize international conference; organize and welcome the foreign delegations to Vietnam; mobilize the commercial counselors in countries around the world to introduce business opportunities, connect businesses and provide updated market information for businesses.

Coordinating agencies, related organizations and multinational corporations bring Vietnamese goods to international supermarkets: Organize Vietnam goods week in supermarket system in France, Japan and Korea…

Improve the performance of the trade promotion office that have been established in the United States and China; completing the establishment of trade promotion offices in China; finishing the scheme to set up trade promotion office in foreign country.

In order for the trade promotion activities to operate effectively and bring good opportunities for businesses, apart from the support of the State, companies need to improve technological content, added value to their goods, building and developing brands and participate in global supply chains.

ANT Consulting is here to assist you from the outset; providing corporate intelligence, risk advisory, management consulting services that assist market entrance, and ensure efficient business start-up operation. 

We strive to save your cost by guiding you towards economical solutions that comply with local legislation and procedures. We support you through early logistic solutions and carry you through as your business grows.  We aim to bridge the gap between international best practices and local cultures and assist foreign companies and organizations entering Vietnam market to overcome commercial and regulatory issues.

We could be reached at email: ant@antconsult.vn or tel: +848 3520 2779 .  To learn more about us, please visit www.antconsult.vn

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COSMETIC INDUSTRY IN VIETNAM

Overview

According to the figure of Nielsen in 2013, the annual turnover of the Vietnamese cosmetics market is around 15 trillion VND (US$704.2 million).  The average per-capita spending was only $4 per person per year, compared with an average of $20 per person in Thailand. This indicates a huge potential for growth of this sector in Vietnam.

According to a report from The Society of Cosmetics of Ho Chi Minh City, Vietnam has more than 400 cosmetics businesses, with 90% of the market share taken by foreign brands. Most of the popular domestic brands, such as Saigon Cosmetic, Thorakao and Lan Hao only achieved low sale volume and mainly export to neighbouring Asian markets.

Consumer behavior

Vietnamese consumers are familiar with Korean brand cosmetics compared with cosmetics from other countries. The market share for cosmetics products by foreign countries is as follows: Korea – 30%, EU – 23%, Japan – 17%, Thailand – 13%, US – 10%, and others – 7%. The Korean cosmetic products are often associated with “brand of youth”, “affordable price”, and “being fashionable”. Vietnamese women often consider American products as “expensive”, “good quality” and “brands for adult” whereas Japanese products as “good quality” and “good value for money”.

The research of Q&Me shows that there is 44% of Vietnamese women usually wearing makeup in which 24% women wear makeup every day, 44% women wear makeup once a week. Thus, it underlines that wearing makeup every day is not popular for Vietnamese women.

In terms of sources for finding information about cosmetic, friends and website are the most popular source. The websites are usually designed for women such as eva.vn, phunutoday.vn …

Domestic enterprises

Since there is a fierce competition of international cosmetic brands, Vietnamese enterprises in cosmetic industry is seeking to export or link with other international companies for new items. However, there have not been a lot of successful business which may include Cosmetics Manufacturing Company Limited Lan Hao (Thorakao), JSC Saigon Cosmetics, JSC Sao Thai Street…

According to Nguyen Thi Thanh Thao – Vice Chairman of HCM City Cosmetics Association, there are a few FDI enterprises stop production chain in Vietnam and moved to Malaysia, Thailand to enjoy preferential policies. Therefore, in Vietnam, the exported cosmetic product to Vietnam significantly increased.

According to Ms. Thao, even though importing and distributing cosmetics or machinery in this industry in Vietnam is the best solution to survive in the market, not many companies choose this solution.

“There are also cases which companies have modern production lines due to the cooperation with pharmaceutical companies to supply to the market, but they do not want to be published. Also some of cosmetics enterprises cooperate with foreign companies to product cosmetic products, but only retain only a few specific products to distribute in the domestic market. There are some small cosmetic enterprises forced to stop operation due to difficulties and fierce competition.”

Many free trade agreements between Vietnam and other countries has signed which put tariffs on exported good to 0% including cosmetic, thus this industry has longer attraction for domestic enterprise to invest in manufacture or production chain.

Majority Vietnamese cosmetic enterprises are still relatively young, thus only able to produce shampoo, shower gel … Most of cosmetic products used in spa are imported. Therefore, it is an opportunity for high-end foreign owned cosmetics brands to compete in Vietnam market. Specifically, cosmetic products which curse/reduce acne and treatment for oily skin, rejuvenate the skin, whiten skin and take care of hair are the best seller products.

According to Phuong Mai JSC, the trend of using natural products with 100% organic (organic) ingredients become the top choice of spa. So if any domestic brands catch up cosmetic this trend, they will succeed in finding a new direction for the cosmetic enterprises to compete in this industry in Vietnam.

Even if domestic enterprises are able to catch up with the current trend, Vietnamese enterprises still need to learn, update technology as well as knowledge and experience from the big corporations with turnover of billions dollars such as Korean business and hundred billions of baht  such as Thailand’s enterprises.

Vietnam enterprises are aware their position in this industry through different beauty exhibition. There have been many exhibitions of the beauty industry took place in Vietnam recently.

ANT Consulting is here to assist you from the outset; providing corporate intelligence, risk advisory, management consulting services that assist market entrance, and ensure efficient business start-up operation. 

We strive to save your cost by guiding you towards economical solutions that comply with local legislation  and procedures. We support you through early logistic solutions and carry you through as your business grows.  We aim to bridge the gap between international best practices and local cultures and assist foreign companies and organizations entering Vietnam market to overcome commercial and regulatory issues.

We could be reached at email: ant@antconsult.vn or tel: +848 3520 2779 .  To learn more about us, please visit www.antconsult.vn

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