In the context of international integration, the story of branding has increasingly concerned businesses in Binh Duong province. With continuous efforts, businesses are strengthening consumer loyalty in Vietnamese goods in general and local products while the fierce competitive pressure on the market is growing.
To persist with branding
The continuous efforts for development of businesses in Binh Duong have been appreciated. Many business brands in Binh Duong are constantly growing, honored and received by consumers. For example, out of 124 companies recognized as National Brands by the Ministry of Industry and Trade in 2020, Binh Duong had 4 brands. Specifically, Esquel Garmet Manufacturing Vietnam Company received the national award of golden quality; 3 enterprises, including Tien Phong Southern Youth Plastic Joint Stock Company, Cuong Phat Company, CIC 39 Joint Stock Company received the national quality award.
Vu Thanh Vinh, Deputy General Director of Production - Technology of Tien Phong Southern Thieu Nien Plastic Joint Stock Company (Dong An 2 Industrial Park), said that while the whole world as well as Vietnam are struggling with the Covid-19 pandemic, the development of national brands was very important and vital to all businesses. On the market, demand depends greatly on the brand. Consumers tend to look at the brand to choose a product to buy. Besides, national brands aim to earn their reputation associated with consumer health protection. Therefore, many enterprises aim to build national brands in association with consumer health protection and environmental protection. During the Covid-19 pandemic, many industries are temporarily closed, consumers have tightened spending thus they do not choose according to demand but choose products according to the brand, and then national brands will be their first choice.
For exports, the brand is the foundation for the selection of foreign importers. National brands will become a buffer for businesses to integrate into the global market very quickly, helping them not to have to take a round trip, not to go through any more processors but go directly by their own value. "The National Quality Award is the result of a proper and long-term investment process of Southern Tien Phong Plastics. We have focused on three factors: modern machinery and technology, modern management processes, competent and highly qualified personnel," Vinh affirmed.
In recent years, in addition to expansion of their factory size, raising capacity to 60,000 tons / year, Southern Tien Phong Plastics has also invested in modern equipment and machinery from Europe to generate high-quality products. The company constantly strives to research and innovate their technology, to meet the demand for customized products, using environmentally friendly and safe materials to consumers.
To seize opportunities during the pandemic
In August, Binh Duong had five enterprises in five industries recognized meeting the criteria of prestigious export enterprises in 2020 approved by the Ministry of Industry and Trade. In particular, one of the private enterprises that had contributed to the development of exports and preserved the development of the ceramics industry in the province is Phuoc Dung Long Company (Tan Uyen town). For many years, Vuong Sieu Tin has made this company a supplier of ceramics to many major markets in the world. During the Covid-19, at the factory of Phuoc Dung Long Company, workers still rushed to work to timely delivery products to their partners. "In the effort of branding, we always protect our prestige and high quality. Up to now, the company's products have been sold in many strict markets in the world. We want to prove to the world that our quality and Vietnamese products are able to fully achieve the strictest standards, compete fairly with foreign brands", said Tin.
In the Covid-19 context, enterprises strive to change their thinking, enhance product research and development, focus on service quality, create their own brand identities; regularly update the new tastes and trends of consumers to survive and create competitive advantages on the market, develop channels of connection, promote traditional and modern products. According to Vuong Sieu Tin, in addition to the investment in technology, the ceramics industry has stepped up and developed online sales, this is a new and potential channel, especially during the Covid-19. In 2021, the company's production increased by 20-30% compared to the previous year.
Vu Thanh Vinh said that despite bad impacts of the pandemic, it is also an opportunity for Tien Phong Southern Plastic Company to verify its endurance and ability to adapt to the new situation, self-evaluate actual conditions of production and business, in order to find new effective and sustainable directions. Vu Thanh Vinh believes that if being well prepared in difficult period, after Covid-19, the company will take strong steps to recover and develop.
Pham Thanh Dung, Director of Provincial Center for Investment Promotion, Trade and Industrial Development (Department of Industry and Trade): Businesses need to proactively prepare for the process of digital transformation, introduce products to e-commerce channels at home and abroad, otherwise they will miss opportunities to expand their market. When you want to put products on big e-commerce platforms, businesses need to cultivate, thoroughly learn the relevant knowledge, comply with requirements and strict standards. The industry and trade have implemented many policies to support enterprises according to each industry and locality to improve the competitiveness and brand value for local businesses. Many programs implemented have received attention of enterprises, such as programs to support companies in innovating machinery and applying science and technology; one commune one product (OCOP), supporting the introduction of local products to e-commerce platforms... Solutions to support local enterprises to improve quality, competitiveness in general and branding in particular are gradually promoted.
Reported by Tieu My – Translated by Ngoc Huynh
