France is a 'established' market, but its economy is constantly developing, so it is necessary to re-evaluate to seize opportunities and promote the export of Vietnamese goods to France.
Vietnam and France established diplomatic relations at the ambassadorial level on April 12, 1973. After national reunification, the two countries have strengthened cooperation in many fields. In terms of economic and trade cooperation, France is currently Vietnam's fifth largest European trading partner (after Germany, the Netherlands, the UK and Italy). Trade turnover in 2022 reached 5.3 billion USD, up 10% compared to 4.8 billion USD in 2021, reaching 7.6 billion Euros in 2023. The two sides are making efforts to take advantage of the opportunities to effectively implement the Vietnam-EU Free Trade Agreement (EVFTA).
From the French market, Mr. Vu Anh Son - Commercial Counselor, Vietnam Trade Office in France had an exchange with reporters of the Industry and Trade Newspaper about the business cooperation activities of the two countries' business communities since the EVFTA took effect, as well as recommendations, proposals, and solutions to promote the growth of Vietnam - France trade cooperation in the coming time.
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As someone with many years of experience working in France, how do you evaluate the situation of information exploitation and taking advantage of the French market by the Vietnamese business community since the EVFTA came into effect?
I took up my assignment in France in October 2020, just two months after the EVFTA officially came into effect. This allowed me to experience and witness firsthand the remarkable changes in the way Vietnamese businesses access and exploit information about the French market.
In recent times, it can be said that Vietnamese enterprises have become more proactive in searching for and accessing market information. Many enterprises have been more bold in directly participating in market research activities, such as sending representatives to France to participate in international trade fairs and conduct field surveys. In addition, the Trade Office has also recognized the increasing professionalism in preparing market development plans, from information research to establishing access strategies.
These advances are, in no small part, a clear demonstration of the effectiveness of information dissemination, business training, market consulting and partner connection support programs that the Ministry of Industry and Trade, through the European - American Market Department, the Trade Promotion Agency and other trade offices, has proactively and effectively implemented in recent years. Enterprises that have benefited from these programs from the early stages, the research stage, no longer feel unfamiliar and hesitant about the target market they are aiming for.
The French market, with many unique features of a gateway market and a large overseas Vietnamese community, therefore, the Trade Office has paid special attention to promoting information provision activities and raising awareness of businesses to build the French market as a starting point for Vietnamese businesses wishing to build their brands in the European market.
However, due to limited resources, support and capacity building programs have not yet been widely available to the export business community. Therefore, in the coming time, the Vietnam Trade Office in France determined that more needs to be done to help businesses effectively exploit and maximize the advantages that EVFTA brings, especially in the French market - one of the important gateways to the EU.
France is not only a market with high demand for product quality but also has strict environmental and social standards for imported and circulated goods. This is a big challenge for Vietnamese businesses and goods. Could you please share the difficulties when businesses approach this market? How has the Trade Office supported market information and advised businesses on brand building?
When exporting goods to Europe, one of the biggest challenges that Vietnamese businesses face is the strict regulations on product quality, especially in industries such as agricultural products, processed foods, and textiles. Standards related to sustainable development, including environmentally friendly packaging and traceability, are increasingly emphasized. Basically, these strict standard conditions apply to the whole of Europe.
In France, the market characteristic is that imported goods mainly serve domestic consumption needs in France, which means that when importers decide to import a certain item, they must always take into account the tastes and consumption needs of the local market. That is, they have "personalized" when making import decisions.
Besides, as a market that has been “shaped” for a long time, not only exporters, but also the number of importers has stabilized and most of them have their own reliable suppliers. This makes the competition in the French market even more fierce.
As for us, Vietnamese businesses, although having good products, still face limitations in market access skills, customer research capabilities, and sometimes even lack of thorough preparation in export documents or product promotion documents. This has affected the building of trust with French partners.
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| In the context of the economy facing many difficulties, the Vietnam Trade Office in France has made efforts, coordinated, and organized programs for Vietnamese Goods Week in France. In the photo is the event: Minister Nguyen Hong Dien and representatives of Carrefour Group and T&T FOODS Company cut the ribbon to open the Vietnamese Goods Week in France 2021 |
Faced with these difficulties, the Vietnam Trade Office in France has been carrying out many activities to support businesses, such as fairs and exhibitions combined with trade connection activities, seeking cooperation opportunities...
In addition, for the French market, the Vietnam Trade Office in France has conducted research, reports and worked with the Departments and Divisions under the Ministry of Industry and Trade and determined that bringing Vietnamese goods to foreign distribution chains so that they can be sold in host countries, to local consumers, under Vietnamese brands is an effective and sustainable method for exporting goods and is of particular importance in the work of building the Vietnamese National Brand.
Therefore, in recent times, a series of specific activities have been implemented in this direction and we have had initial success in building a number of Vietnamese brands in supermarkets and hypermarkets in France.
However, it must be admitted that the workload is very large compared to the current resources of the Trade Office. Therefore, in the coming time, we will continue to coordinate with relevant agencies to increase support, not only helping businesses access the French market more effectively, but also gradually building the Vietnamese brand here as a prestigious and quality model in the EU.
You mentioned that the priority of the deal is to support businesses to further take advantage of the incentives of the EVFTA and build their brands in this market. So please tell us how the deal has been implementing these development plans.
France is a market with characteristics that are very suitable for developing Vietnamese goods. First of all, this is the country with the second largest population in Europe, with nearly 68 million people. France is not only a large domestic consumption market but also an important re-export center, thanks to its favorable geographical location and developed logistics system.
In addition, French consumer culture is very diverse and open, especially with high-quality imported products, creating great opportunities for Vietnamese goods. In addition, France owns the second largest retail market in Europe, with a total value of about 470 billion euros, and is the origin of 4 out of the 10 largest retail groups in Europe.
France is also the country with the oldest and largest Asian community in the EU, of which the Vietnamese community in France is the largest in Europe, with nearly 400,000 people. This community is not only an important distribution channel but also a cultural bridge that helps Vietnamese goods easily reach local consumers.
Recognizing these characteristics, the Vietnam Trade Office in France has closely coordinated with the European - American Market Department and relevant agencies to develop and implement a long-term plan to access retail distribution systems in the French market. The Vietnam Trade Office in France is aiming to not only bring Vietnamese goods into large retail systems, but also build a national brand and affirm the image of high-quality Vietnamese goods here.
The two main frameworks, the Vietnam Value Project and the Project to Promote Vietnamese Enterprises to Participate in Foreign Distribution Networks, have provided strategic direction and foundation for the Trade Office to implement a comprehensive cooperation program with local distribution systems. Thanks to that, the Vietnam Trade Office in France has established a direct channel to bring Vietnamese goods into the largest retail distribution systems in France and Europe.
Through these projects, we have broken the previous passive position, helping Vietnamese businesses approach the largest Asian food wholesale distributors in France and Europe, and expand the cooperation network with wholesale importers at the largest wholesale market in France - Rungis.
In addition, the Vietnamese Trade Office in France has successfully organized promotional activities such as "Vietnamese Goods Week," putting hundreds of products on the shelves of major supermarket chains and, for the first time, bringing Vietnamese-branded rice to European supermarkets.
With a comprehensive plan and continuous efforts, the Vietnam Trade Office in France has built a solid foundation not only to promote the presence of Vietnamese goods but also to build the image of a country with quality and reliable products. This is an important step for Vietnamese goods to not only be present, but also to create a sustainable mark in this potential European market.
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| One of the outstanding activities that the Vietnam Trade Office in France has implemented in recent times is organizing the Vietnamese Goods Week program in France through the country's supermarket and hypermarket systems. Photo: Vietnam Trade Office in the French market |
Thus, it can be seen that the activities to support businesses in building brands in France are being implemented very systematically by the Ministry of Industry and Trade, specifically in the trade deals. The question is that building a brand is not a playground for all export businesses. To do this, what do businesses need to pay attention to? What is your advice for businesses?
Indeed, building a brand abroad is a long-term process and requires significant resources, not a playground for all exporting businesses. However, for businesses that have determined the goal of sustainable development in international markets, especially France - a market with high demands on quality and reputation - building a brand is an indispensable factor.
So what should businesses pay attention to? I would like to share some important points:
First, clearly define the target market and core values of the brand. Businesses need to carefully research the tastes and consumer culture in France, identify specific customer segments, and ensure that their products meet the most demanding requirements. This is a market where product personalization and aesthetics have a great influence on purchasing decisions.
Second, invest in product quality and compliance with international standards. French consumers place great importance on product quality and sustainability. Therefore, Vietnamese businesses must ensure that their products not only meet technical and food safety standards, but also meet environmental, social responsibility, and traceability requirements.
Third , businesses need to take advantage of support programs from the Ministry of Industry and Trade and the Trade Offices. We not only support market information and connect businesses, but also create opportunities for Vietnamese products to participate in brand promotion events in France.
Fourth, build an effective marketing strategy. A brand cannot be built overnight. The most important point in this step is to find a trustworthy partner in France and work together to promote communication to build trust with French consumers. Businesses need to identify this as a long-term process, requiring investment not only in finance but also in strategy and people.
In conclusion, my advice is that businesses should consider branding not only as a business goal, but also as a commitment to bring sustainable values, in line with market requirements and expectations of French consumers. With the right approach and support from relevant agencies, I believe that Vietnamese businesses can absolutely succeed in branding in France and Europe.
Thank you!
Source: https://congthuong.vn/dinh-hinh-lai-thi-truong-de-nang-suc-canh-tranh-thuc-day-xuat-khau-hang-viet-sang-phap-363593.html
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