It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.
In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.
Vietnam, in Southeast Asia has a population at around 100 million. Vietnam has experienced rapid economic growth in recent decades, becoming an emerging market in the region.
With a GDP per capita of about $3,500 USD in 2023, Vietnam’s economy is driven by agriculture, manufacturing, and services. Rice is a key agricultural product, and Vietnam is one of the world’s leading rice exporters. Manufacturing, particularly in textiles, footwear, and electronics, has seen significant growth. Tourism is also a growing sector, with its rich cultural heritage and natural attractions.
Vietnam imports machinery, refined petroleum, and electronic equipment, essential for its industrial and consumer sectors.
Important cities include Hanoi, the capital with a blend of Eastern and Western cultures; Ho Chi Minh City (formerly Saigon), the economic powerhouse; and Da Nang, known for its beaches and port.
The best preparation for doing business in any country is visiting it. This way you can experience the culture, check the shops and build your network.
With Trip.com you can compare flights and also book your hotel.
Hotellook compares different hotel sites so you always have the best rate.
Localrent connects you to national rental car providers per country.
If you have a consumer product that you can’t sell directly from your home country to your end customer, you need at least one step in between. This can be a distributor (who also acts as wholesaler or importer), a big retailer directly, or it can be a large web shop. Let’s look at the pro’s and con’s of each option.
Distributors are risk averse, they know the portfolio they have and tend to be happy with it. They can’t just add a product or service to their range, since it will cannibalize on others:
Getting your products imported and delivered in a specific country can be a challenge. I have good experience with Tecex, who can act as your importer of record and even physical distributor. If you leave your details, they will contact you.
I always put a lot of emphasis on drafting a good distributor pitch. Even if you already have great sales materials for your end-users, this often does not make clear what the benefits are for a potential agent, distributor or retailer to work with you.
When you approach potential sales channels with your standard documentation, chances are high that they are holding of. If you make it crystal clear what are the benefits for them, like in the example presentation, you will get a much higher response rate.
Please note that it helps to put concrete data in your presentation. You may think it is sensitive, but just know the secret is in how you achieve the rotation or the low returns level, not in the data itself. So share it here, in order to get the right attention.
Be well prepared. All retailers expect you to prove why they are going to make more money with your product than with their current assortment. So you must know the competition.
