A technology product of Vietnamese business is highly appreciated, but it has to choose the way of retail shops.
Recently, BKAV has launched Bphone 3. smartphone. This event was positively evaluated. For users, the product has more advanced technology and is more reasonably priced to experience; with a highly regarded manufacturer in its pursuit of building a high-tech product. A spirit of determination despite two previous failures.
However, contrary to advanced advertised technologies, huge costs and the efforts of manufacturers, the way to Bphone’s customers is difficult.
In the launch of Bphone 2, Bkav cooperated with Mobile World to distribute products into the chain of this “big” store in the hope of getting closer to the target customers. However, after a period of time, Vietnamese technology products have gone “not empty” from the sales shelves of the number one powerful mobile distributor in the market and also a Vietnamese distributor.
With Bphone 3, a foothold on the shelves of leading mobile distribution companies in Vietnam is not. Instead, Bkav has chosen to distribute in 300 small shops in the country.
Everyone wants their mind, brain and money products to be placed in a solemn position with a large number of visitors such as Mobile World chains or FPT …
It is difficult to say that small shops will help Bphone “elevate” them when they are inferior to the big chain stores in both location, coverage, product introduction, and teller. toothpick … until the convenience of customer care.
With a smartphone like Bphone, being displayed in a large chain of stores is also a way of asserting its “brand level” as well as “quality”.
And a good phone but only in small shops, less famous … even on the old shelves, it certainly will not be said to be satisfied by appearing in the stores of large retail chains. Not to mention, 300 stores are capable of distributing a large amount so that Bkav can recover production capital.
A marketing expert talking about this only raises the question: If you need to buy Bphone, how will you feel when you have to go to the small shops to see the goods instead of going to the large distribution system? big of the Mobile World like before ?. And among thousands of stores of major distribution chains, Bphone felt lonely on the shelves of small stores. And the small boss though is said to understand the profession can blow Bphone into a wave. Or is it still lonely like before?
Why Bphone has to choose for itself a quiet niche, is it possible that Bphone has been marginalized by big chains when it did not bring about the expected profits? If so, it is not sad that a Vietnamese product is lonely and swimming on its own yard, right on the edge of the big Vietnamese distributors.
To survive and develop, Vietnamese enterprises can not rely solely on “patriotism”, but must be “Vietnamese goods conquer Vietnamese people”, conquering by quality and competitive prices.
In seminars, conferences, seminars, questions like “why Vietnamese enterprises grow slowly” are constantly being asked. From blaming policies, business environment to potentials and management capabilities of enterprises … but few people talk about is the reason “Vietnamese businesses also support each other”.
“Spillover effect” is the concept of capital only to “measure” the efficiency of investment attraction between foreign investment projects and domestic enterprises, ie foreign enterprises helping domestic enterprises. But the “spillover effect” of Vietnamese pure enterprises and small and medium-sized domestic enterprises to join together is equally important.
Remember recently, the Association of Seafood Exporters and Producers of Vietnam also had to have an opinion when seafood in the “domestic” supermarket is harder than in the European Union (EU) due to different interpretations about minimum analytical performance limits (MPRL) for chemicals and antibiotics that are prohibited for use in food products.
Then there were businesses complaining about bringing goods to the supermarket when the supermarket demanded a discount of 15-25%, making it nearly impossible for them to offer new products to the supermarket because it was unprofitable. Especially on holidays, the discount rate is up to 30%.
Although knowing that once it is a market economic relationship, all transactions are on the basis of “buy and sell”. But the way the “big” enterprises behave with each other sometimes is still too harsh, there is no chance for new products, new businesses to grow and develop.
Of course, to survive and develop, Vietnamese enterprises can not rely solely on “patriotism”, but must be “Vietnamese goods conquer Vietnamese people”, conquering by quality and competitive prices. But when quality and competitive prices are available, without support, it is difficult to succeed or slow to succeed. More than ever, Vietnamese businesses need to connect with each other to thrive because we understand better than anyone else, if we want to go far, businesses cannot go alone.
* Source: Vietnamnet