From February 7-11, in Frankfurt, Hessen, Germany, Ambiente 2025 - the world's leading fair for consumer goods, handicrafts and interior decoration - took place. The fair attracted 4,660 businesses from nearly 170 countries and territories. This year, Vietnam has 65 businesses displaying their products at this large "playground" for strong brands.
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| Representatives of several Vietnamese enterprises inaugurated the Vietnamese pavilion at Ambiente 2025 Fair. |
With new trends and ideas in the field of consumer goods and home decoration, Ambiente 2025 is the place to introduce a series of products and innovations in the field of consumer goods, from kitchenware and home appliances to interior design, gifts... All creating a progressive inspiration for modern lifestyles.
In addition to introducing products and providing innovative solutions for living spaces with different design styles, Ambiente 2025 also brings emerging themes that shape the future, emphasizing sustainability, lifestyle, design and new ways of working, future retail trends and expanding digital marketing to provide businesses with opportunities to innovate as well as maintain competitiveness in the ever-evolving market.
To participate in the Ambiente "playground", in addition to complying with local government regulations and German law, all businesses must ensure that their products meet quality standards as well as consumer safety. Factors such as hygiene and environmental conditions are mandatory.
Over many years of participation, major Vietnamese brands have left many marks and affirmed their brands at the fair in particular, as well as in the German market and the European Union (EU) in general. Some typical names include Minh Long porcelain company, Manh Dan ceramics... This means that Vietnamese goods can "stand shoulder to shoulder" with goods from world powers.
With the new consumption trends at Ambiente 2025, Vietnamese enterprises expect to exploit more potential markets through careful research of the German market in particular and the European market in general to deeply understand the tastes and consumption needs of the people. This will be the basis for Vietnamese companies to research and improve product quality and design, increasingly better meeting consumer tastes.
Mr. Le Ba Ngoc - Vice President and General Secretary of the Vietnam Handicraft Exporters Association - said that Vietnam has participated in the Ambiente fair for more than 20 years. In 2024, the export turnover of Vietnam's handicraft industry will reach 2.95 billion USD, of which the European market accounts for about 27%.
According to the association’s statistics, last year, Vietnamese enterprises signed orders worth more than 1 million USD. With 65 enterprises participating in Ambiente this year, Vietnam aims to achieve an export turnover of 5 billion USD of handicrafts in 2025.
According to Mr. Ngoc, although Vietnam still has its own strengths and advantages such as diverse raw materials and many traditional crafts, it also has difficulties to overcome, especially after the COVID-19 pandemic and when the Russia-Ukraine conflict broke out, causing purchasing power in the European market to decrease sharply.
Since last year, purchasing power in this market has begun to recover, so hopefully this year, along with positive signals from the world economy, Vietnam will have a better opportunity to increase exports of handicrafts to Europe.
General Director of Minh Long Ceramics Company, Mr. Ly Huy Sang, said that the company has participated in the Ambiente fair since 1996 and is very proud to have participated in the world's largest "playground" for ceramics in particular and household appliances in general.
Mr. Sang said that the customer base and products at Ambiente are very diverse. People who come here want to find high-quality products and reputable manufacturers, which are very suitable for the criteria that Minh Long sets. Mr. Sang recalled that in the early days when Minh Long was present at the German fair, customers were very skeptical about the quality of the company's products.
However, up to now, visitors have gained confidence and started buying products. Minh Long has not only become a prestigious brand in Vietnam in particular, but also received the trust of European customers in general. The biggest difficulty for Minh Long is the price, because the products are always in the high segment. Therefore, Minh Long needs time to convince and gain the trust of customers. Through the process of experience and use, customers can evaluate and recognize the product and from there pay for the product.
Talking about Minh Long's upcoming strategy, General Director Ly Huy Sang said that in the context of strong development of information technology, Minh Long is following a new approach to customers through the Internet and major e-commerce platforms in the world such as Amazon. By selling in this way, Minh Long also indirectly reaches out to European and global consumers.
Mr. Tonsmith Pham - General Director of Viet Anh handicraft export company specializing in manufacturing and processing products from sedge and water hyacinth - shared that this is the second year the company has participated in the Ambiente fair and this is an opportunity for businesses to find new sources of goods as well as new importers from Europe.
He emphasized: “With the strength of local materials, proactive materials and artisan skills, along with products that meet strict standards in both environment and social responsibility, it can be said that the products available at Ambiente are extremely high quality items.”
Source: https://baoquocte.vn/65-doanh-nghiep-viet-nam-gop-mat-tai-san-choi-cua-cac-thuong-hieu-manh-303719.html
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