Vietnamese enterprises shift to branding for global competitiveness

(ĐN)- Most Vietnamese businesses are eagerly awaiting the outcome of trade negotiations with the U.S. aimed at reducing export tariffs. With current duties at 46%, Vietnamese goods face major challenges in competing with similar products from other countries and regions.

For Dong Nai, the U.S. remains its largest export market, accounting for nearly 33% of the province’s total export value. As such, local companies are hopeful for a successful resolution to the ongoing tariff talks.

Faced with tariff-related risks, many economic experts suggest this is an opportune moment for Vietnamese enterprises to restructure—shifting from contract manufacturing to building their own brands, expanding markets, and reaching consumers directly. This move would reduce reliance on intermediaries and increase value retention.

Vietnam has already become a top global exporter in products such as rice, coffee, seafood, textiles, footwear, pepper, cashews, and wood products. However, most of these exports are still processed through third-party countries or under foreign brands, leading to high volumes but low prices, despite the strong quality of Vietnamese goods.

Experts believe that challenges present opportunities. By adapting and aiming for global reach, Vietnamese firms can avoid overdependence on a few markets. More attention is now being placed on forming Vietnamese-branded global production and supply chains.

In the textile sector, for example, instead of passively awaiting foreign orders, companies can actively seek out customers at international trade fairs, gradually develop retail channels, and even open store chains in markets with high demand. This allows firms to better control profits, understand consumers, and tailor products accordingly—ultimately building stronger brand value.

Reported by K.Minh