Vietnam is a rapidly growing market with a growing middle class and increasing demand for quality products from international brands. However, for international brands looking to enter the Vietnamese market, it can be challenging to attract the attention of local distributors and gain traction in a competitive marketplace. In this context, it is important for international brands to adopt a targeted and strategic approach, leveraging key tactics and best practices to capture the attention of Vietnamese distributors. In this article, we will explore some effective tips for international brands to get noticed by Vietnamese distributors.
1. Showcase unique value proposition
Showcasing a unique value proposition is a critical step for international brands seeking to gain attention from Vietnamese distributors. In a market that is becoming more sophisticated and competitive, Vietnamese consumers are continually seeking products that offer them something new, innovative, and different from the rest. As a result, it is essential for international brands to highlight their unique selling points and competitive advantages to gain an edge over their rivals.
A brand’s unique value proposition could include factors such as quality, innovation, sustainability, design, or any other aspect that sets it apart from its competitors. For example, a fashion brand may emphasize their use of environmentally friendly materials and ethical production practices, while a technology company could highlight their advanced research and development initiatives. Regardless of what sets the brand apart, it is crucial for international brands to communicate it clearly and consistently to Vietnamese distributors.
By showcasing a unique value proposition, international brands can increase their appeal to Vietnamese distributors and differentiate themselves from the competition. For example, a brand that emphasizes its commitment to sustainability and ethical production may resonate with Vietnamese consumers who are becoming more environmentally conscious. Additionally, highlighting a unique value proposition can help international brands build a loyal customer base in the Vietnamese market, as consumers will be more likely to trust and stick with a brand that offers something truly unique.
2. Offer trending products
To effectively collaborate with Vietnamese distributors, Western brands must align their product offerings with prevailing trends influenced by social media. Thorough market research and consultations with local experts are essential to pinpoint these trends and cater to evolving consumer demands. Particularly in sectors like cosmetics and lifestyle products, staying updated with preferences, such as the current interest in fast-acting cosmeceuticals, is crucial. By crafting products that match these trends, brands can capture distributor interest and appeal to consumers’ preferences. Recognizing the distributor’s role in recognizing and responding to trends is key, fostering a mutually beneficial partnership that drives sales and market growth.
3. Provide product samples and demonstrations
Offering product samples and demonstrations is a highly effective way for international brands to get noticed by Vietnamese distributors. Providing product samples allows Vietnamese distributors to experience the quality and benefits of the brand’s products firsthand, while demonstrations can help to showcase the brand’s unique features and functionality. This can ultimately help to build trust and credibility with Vietnamese distributors, increasing the likelihood of successful market entry.
For example, a skincare brand may offer sample-sized versions of their products to Vietnamese distributors, allowing them to try the products before making a purchasing decision. This can be particularly effective in a market where consumers are highly selective and discerning about the skincare products they use. Similarly, a technology company may offer demonstrations of their products to show Vietnamese distributors the unique features and capabilities of their products, which can be especially useful in a market where technology is rapidly evolving.
In addition to offering product samples and demonstrations, international brands can also consider participating in trade shows and industry events to showcase their products to Vietnamese distributors. Trade shows can provide an opportunity for international brands to connect directly with Vietnamese distributors and potential customers, allowing them to demonstrate their products and answer questions in person.
It’s important for international brands to keep in mind that Vietnamese culture places a strong emphasis on personal relationships and trust. Therefore, it is crucial for brands to build a rapport with Vietnamese distributors and establish a level of trust before offering product samples or demonstrations. This can be achieved through regular communication and engagement, as well as by showing a genuine interest in the Vietnamese market and its consumers.
4. Establish a strong online presence
Establishing a strong online presence is essential for international brands looking to capture the attention of Vietnamese distributors. As more and more Vietnamese consumers turn to online channels to research and purchase products, having a strong online presence can help international brands to reach a wider audience and gain credibility in the market.
One way to establish a strong online presence is through social media. Platforms such as Facebook, Instagram, and TikTok are highly popular among Vietnamese consumers, and can be an effective way for international brands to connect with potential customers and distributors. By creating engaging and informative social media content, international brands can showcase their products, highlight their unique selling points, and build a following among Vietnamese consumers.
Another way to establish a strong online presence is through search engine optimization (SEO). By optimizing their website and content for relevant keywords, international brands can improve their visibility in search engine results, making it easier for Vietnamese distributors to discover their products and services. This can be especially important in a market where competition is high and consumers are highly selective.
Finally, international brands can also consider partnering with Vietnamese influencers and bloggers to help promote their products and services online. Influencers and bloggers have significant followings among Vietnamese consumers, and can be a powerful way to reach a wider audience and build brand awareness in the market.
One example of a brand that has successfully established a strong online presence in the Vietnamese market is fashion retailer Zara. The brand has a highly active presence on social media platforms such as Instagram and Facebook, where they regularly post updates on new collections and fashion trends. Additionally, Zara has optimized their website for relevant keywords, making it easy for Vietnamese consumers to discover their products through search engine results.
5. Have a lot of certificates
In Vietnam’s market, certifications are like important stamps that show distributors a brand is trustworthy and makes good products. Since there are many fake things around, certifications are crucial. Brands from Europe, for example, need certificates like GMP to prove their products are made well. These certificates are like proof that a brand follows good rules for making things.
Also, if a brand gets awards, it’s even better. Awards show that a brand is really good at what it does. This matters to distributors because they want to work with brands that people like. So, having certifications and awards helps brands work better with Vietnamese distributors. It shows that a brand cares about quality and can be trusted, which is super important in a market where people are careful about where things come from.
Capturing the attention of Vietnamese distributors requires a targeted and strategic approach that takes into account the unique characteristics of the Vietnamese market. As Vietnam continues to grow as an important market for international brands, these strategies will become increasingly essential for brands looking to capture the attention of Vietnamese consumers and distributors. However, there can be numerous challenges such as navigating local regulations and cultural differences, competing with well-established local brands, and building trust with Vietnamese distributors and that’s where a local agency may be of help. Learn more about 5 common mistakes when dealing with Vietnamese distributors here:
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