In the context of globalization and deep international economic integration, Go Global has become the key to breakthrough success for Vietnamese brands. Especially in the food and consumer industry, the domestic market is no longer large enough to maintain sustainable growth, while consumer demand in the international market is increasingly diverse and potential.
So how to successfully penetrate the international market? SEFA Media is ready to accompany Vietnamese businesses on the Go Global journey with effective Marketing strategies and market understanding!
Challenges Vietnamese brands face when “Going Global”
Bringing products to the international market is not an easy journey. Brands face many major challenges such as fierce competition from international brands, strict product quality requirements and differences in consumer tastes between countries.
1. Fierce competition from international market
When deciding to expand globally, Vietnamese brands not only compete with domestic rivals but also have to directly confront “giants” who have already established global reputations. These brands possess prestige, distribution networks and consumer loyalty in the local market, forcing Vietnamese businesses to invest heavily in building their brands, improving service quality and creating clear differences in order to survive and develop.
2. Differences in culture and consumer tastes
Not simply bringing products abroad, Vietnamese businesses need to deeply understand consumer behavior, aesthetic tastes and shopping habits of consumers in each target country. Adjusting products to suit local tastes and consumer culture is a big challenge, requiring creativity and flexibility in product development strategies. Only by understanding these factors can brands maintain their development and dominate the international market.
3. Logistics and tariff barriers
Expanding internationally requires Vietnamese businesses to overcome many logistical challenges, from high shipping costs, long delivery times to complex customs regulations. In particular, the US recently announced a 49% tax on some imported goods from Vietnam. Although not yet officially applied, this move signals the risk of increasing tariff barriers, forcing Vietnamese brands to proactively diversify markets and optimize supply chains to maintain competitiveness.
The key to help Vietnamese brands conquer international markets
To succeed in the “Go Global” journey, Vietnamese brands need to master a number of important factors:
1. Ensure superior product quality
To win over international consumers, Vietnamese branded products need to strictly meet international quality, safety and certification standards. This does not stop at achieving basic certifications, but also requires businesses to invest in modern production technology, strictly control the process and continuously improve the product. When the product achieves high quality reliability, the brand will easily build trust and maintain its position in the international market.
2. Clear and consistent brand positioning
A brand that wants to go Global needs to have its own identity, expressed through consistent messages, images and core values across all communication channels. A clear positioning helps the brand differentiate itself from the myriad of competitors in the international market, while creating an impression in the minds of consumers. Maintaining consistency in its global communication strategy also helps the brand avoid the risk of being misunderstood or losing its original identity when expanding to many countries.
3. Leverage the Power of Digital Marketing
In the digital age, the application of online marketing channels such as social networks, e-commerce and digital content is the key to effectively reaching international customers. Vietnamese brands need to know how to exploit customer data, analyze consumer trends in each market and use appropriate Digital Marketing tools to personalize customer experiences. This helps save advertising costs compared to traditional methods, while expanding reach quickly and flexibly.
4. Develop international cooperation strategy
A successful Go Global strategy cannot be without cooperation with international partners, from distributors, agents, to strategic partners and trade organizations. Building sustainable relationships helps Vietnamese brands quickly penetrate the market, understand the operating mechanism and take advantage of the existing network of partners. In addition, cooperation also helps brands minimize risks, share costs and learn from the experience of reputable units in the global market.
Go Global journey of Vietnamese brands
In recent years, more and more Vietnamese brands have boldly expanded into the world, affirming their position on the global economic map. Despite facing many challenges, many Vietnamese businesses have made their mark with methodical strategies, quality products and distinct identities.
1. Cocoon brings Vietnamese cosmetics to the world
Starting from the trust of domestic consumers, Cocoon has gradually built a solid position thanks to its commitment to being 100% vegan, not tested on animals, and using Vietnamese plant ingredients. Cocoon’s products quickly spread to more than 1,000 points of sale in the country, becoming a favorite brand on major retail and e-commerce channels. That trust has become the launching pad for Cocoon to reach out to the world.
In August 2023, Cocoon officially signed a cooperation agreement with Guardian Malaysia, bringing products to shelves at 500 stores in the leading retail system in Southeast Asia. The brand also continued to expand its market to the US (Amazon), Taiwan (7-Eleven) and Mongolia, initially affirming the position of Vietnamese vegan cosmetics in the international market. In the context of fierce competition in the global cosmetics industry, Cocoon has created a distinct advantage thanks to its philosophy of sustainable, environmentally friendly products and exploiting indigenous values, promising to expand Vietnam’s footprint on the world beauty map.
2. Vinamilk conquers more than 60 countries worldwide
Not only does Vinamilk account for more than 51% of the domestic milk market share, it also brings its products to more than 60 countries and territories thanks to a comprehensive strategy: ensuring international quality, competitive prices and thoughtful after-sales service. Each market is carefully researched by the brand to adjust the formula to suit local tastes, from sweetness, thickness to protein ratio, closely collaborating with import partners to enhance customer experience.
Vinamilk’s success is also confirmed by a series of prestigious international awards such as Purity Award for infant formula, 3 stars from the International Taste Institute for Ông Thọ condensed milk or the “Best Milk Substitute 2023” award for Vinamilk Super Nut 9-nut milk. In addition to conquering the international market, Vinamilk also constantly innovates its domestic brand image, both preserving the heritage value of nearly 50 years and bringing a youthful, modern look to reach a new generation of consumers.
Marketing strategy from SEFA Media helps brands reach international level
To successfully Go Global – conquer the international market, Vietnamese brands not only need quality products but also must possess a marketing strategy that is both comprehensive and distinctive. SEFA Media provides comprehensive solutions, from market research, building brand positioning to designing messages suitable for each country. With a deep understanding of consumer culture and global trends, SEFA Media helps brands create their own mark, suitable for the tastes of each market while still maintaining Vietnamese identity.
Thanks to flexible strategies and modern technology applications, SEFA Media is ready to accompany Vietnamese brands on the Go Global journey, raising their position and expanding opportunities on the world economic map!
> See more: Go Global Journey: Conquering the US market
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