Many traditional craft villages in Vietnam have yet to create effective marketing strategies, focusing only on production without analysing demand or promoting their brands, making it difficult to broaden their markets.
As of June 30, Vietnam had 1,578 registered traditional craft villages. Even though sales of specialty products are essential to these villages, most have not found ways to promote the goods they intend to sell.
Craft villages in Vietnam lack marketing skills
Dao Van Ho, director of the Ministry of Agriculture and Rural Development’s (MARD) Agricultural Trade Promotion Centre, said the markets open to traditional craft villages are diverse and it is important for villages and craftsmen to actively study those markets.
“Many craft villages and enterprises operating in this sector are not aware of the important role of market strategy. When they take part in certain trade promotion meetings, their focus is usually on short-term sales and entrance fees, forgetting about the long-term benefits of PR and marketing,” said Ho.
He pointed out that many of these villages are struggling to sell their products because they do not pay attention to trends in the market and are not informed about changes in consumer habits and tastes.
According to Ho, in order to support these villages, they will hold the 10th Craft Village Trade Fair (CraftViet 2014) from September 11-15. in Hanoi.
“We’ll encourage the participation of craft villages by charging residents of villages only half the entrance fee. This is a good chance for them get familiar with marketing strategies,” he said.
He emphasised that, apart from organising domestic fairs for craft villages, local authorities are also actively taking part in regional and international fairs to promote Vietnamese crafts.
Marketing skills needed in Vietnamese craft villages Related image(s)
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