Hanoi (VNS/VNA) - Vietnamese manufacturers need “integrated marketingsolutions” comprising both online and offline platforms to gain access tobuyers in both traditional and emerging markets, experts have said. 

Speakingon the sidelines of the Global Sources Lifestyle and Fashion show last week inHong Kong, Ronald Ng, general manager of Global Sources Lifestyle Group, said Vietnamhad become a manufacturing hub in the Southeast Asian region. 

Vietnameseexporters, mostly SMEs, who benefit from operating in one of the world’sfastest growing economies with stable governance and ease of doing business,are very likely to succeed in joining global trade.  

To buildtheir corporate image, generate sales leads and win orders from global buyers,Vietnamese suppliers should engage in more trade promotion platforms tostrengthen linkages with global buyers. 

“Inaddition to trade shows, online platforms are considered one of the mosteffective [ways] for them to boost exports to global markets,” he said.

SinceChina has moved up the manufacturing value chain, a significant number ofinternational buyers now consider Vietnam an alternative supply market. 

Thenumber of orders shifting from China to Vietnam has increased remarkably.

“Theprice advantage is becoming less obvious while the gap in export communicationbetween global buyers and suppliers is growing.”   

Onlineplatforms are the most convenient channel, providing year-round exposure forbuyers to check and learn about suppliers’ capability and then submit onlineinquiries. 

Meanwhile,offline platforms enable suppliers and buyers to meet face-to-face and gaincredibility. 

“Combined,online-to-offline (O2O) is the most comprehensive marketing mix for Vietnamesesuppliers to win more business.” 

A recentsurvey by Global Sources, the event organiser, found that 80 percent of globalbuyers preview product and supplier information online before they decide to goto the show to meet with targeted suppliers.

SwandiWikassa, a buyer from Indonesia, said: “Before coming to the show for sourcing,we spent a great deal of time learning about the product and supplier online.”

Accordingto Pham Thi Huong, former managing director of Vietnam National Textile andGarment Group (Vinatex), many Vietnamese products have good qualityand competitive prices, but global buyers are not even aware of them sincethey are not available online.

“Participationin exhibitions helps Vietnamese suppliers promote their products, but it is notenough. They should also look to promote their products via online platforms toreach more global buyers.”

Manufacturersshould also study prices, consumer tastes and trends in potential markets, andhave labels and packaging in English and the local language, she said.

To meetthe requirements of global buyers, Vietnamese manufactures should also focus onbuilding brands, using technology in production and improving designs, sheadded.

Expertssaid in choosy markets like the US, the EU, Japan, and the Republic of Korea,exporters should be prepared to face technical barriers that could changeunexpectedly. 

A numberof Vietnamese SMEs have little experience in digital or online marketing andlack information about the field and quality human resources,according to the experts.

More than35 leading Vietnamese manufacturers of garments, textiles and fashionaccessories and garment-related industries, many members of the VietnamTextile and Apparel Association and Vinatex, participated in the show.

Last year,Vietnam’s textile and apparel exports were worth 36 billion USD, up 16 percentyear-on-year, making the country one of the world’s three largestexporters. 

The sectorhas set itself a target of 40 billion USD for this year and more than 60billion USD by 2025.

Thecountry’s economic growth is forecast to be 7.05 percent for this year on theback of robust FDI and manufacturing exports, according to the VietnamInstitute for Economic and Policy Research. 

The HongKong expo was organised by Global Sources, a B2B platform that connects buyersand suppliers online and offline. 

Theplatform includes more than 1.5 million global buyers, including 94 of theworld’s top 100 retailers, in more than 190 countries and territories./.