Transcript Leistungen des AHK-Netzes und Finanzierung

In_Trade: Innovation and
Trademark as a tool to
successfully compete in
the global market
Background Vietnamese leather industry
Figures 2010:
•780 mln pairs of shoes
•200 mln handbag
•320 mln square feet finished
leather
•824 companies employing
650,000 people
•Major export markets: EU,
America, Japan
•Major export countries: USA,
UK, Germany, Belgium, Italy,
France
Notes:
• Vietnam is among the five most important footwear exporters
in the world
• Majority of production of shoes and leather comes form FDI
companies
• Bags from private Vietnamese companies
• 475 companies in total, among 42 tanneries, great share of
FDI companies and private companies
• USA by far biggest country, Belgium playing a big role, even if
relatively small
Opportunities and challenges
+
• After WTO membership access to new markets
• FTA negotiations with EU planned
• Geographical situation and political stability
• Movement of industry to Asia
• Focus not only on cheap items
-
• Ensure supply of quality of raw materials and staff
• Focused on manufacturing for foreign companies
• Pressured by international consumer standards
• Weak basis in terms of branding and design
Notes:
• The industry still imports most raw materials
• Vietnamese footwear products see little value-addition,
noting that their competitive advantage in terms of prices
over rivals like China, India, Indonesia, and Thailand is also
gradually shrinking
To develop sustainably and become more competitive, the
sector needs to restructure and increase the local content
rate
The industry should upgrade technologies, expand the product
range, and improve quality to meet the increasing demands of
consumers
• No quotas, but also no GSP status
• High fluctuation of staff, which often moves to higher income
sectors,
The project objective
Improve the know how and capacity of the
Vietnamese leather IBOs and companies
To become
an efficient
consulting
partner for
the
government
Provide
qualified
and
efficient
training to
members or
staff
Improve
networking
to enhance
visibility on
foreign
markets
Partners and beneficiaries
• Partners
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LEFASO
Consorzio Toscana Shoe Components
debelux Chamber of Commerce
Toscana Promozione
• Beneficiaries
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IBO, Chambers of Commerce
Staff employed
Companies in Europe and Vietnam
Further stakeholders
Activities
• Phase 1: Building public-private dialogue
 Starting the project
 Workshops in Vietnam on public private
dialogue
 Creating awareness
• Phase 2: Training courses on trade policies
and market access
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Training for IBO
Training for companies
Study visits
Best practice evaluation
Activities
• Phase 3: Technical Assistance to develop
an integral package of services
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TA on trade issues focusing on innovation and
developing a trademark
TA to develop a voluntarily trademark
Workshop on innovation for companies
Workshop on capacity building
• Phase 4: Promotion of innovative results
 Presentation of collection
 B2B meeting
 Publications, webpage, closing workshop
Results phase 1
•
Kick off meeting with presence of
partners and IBO and stakeholders
•
•
Workshop on Public Private Dialogue.
•
Discussion on services that can be
offered by IBO to their members
•
Setting targets
Introducing different approaches in
Germany, Italy, and Belgium
Note:
• Getting familiarised by different system of foreign trade
promotion
• Visit to EU to get information on trade policy of EU
• Seminar on social compliance and REACH
• About 50 people attending workshop in Vietnam
Results phase 2
•
Training course for IBO staff in Vietnam
on WTO issues and market access in
Hanoi
•
Study visit to Italy and Belgium, visit to
the EU
•
Workshop for companies in HCM city on
challenges of globalization
•
Issues addressed: WTO and FTA, market
access and RoO, TBT, IPR, market entry,
market trends, export building etc.
Note:
• Getting familiarised by different system of foreign trade
promotion
• Visit to EU to get information on trade policy of EU
• Seminar on social compliance and REACH
• 20 people attending study visit
• Workshop about 40 to 50 people in Hanoi and HCM City
Results phase 3
•
Workshop for IBO on trademarks with
developing a trade mark philosophy,
standards, and a tool kit
•
Workshop on innovation addressing
theoretical issues of brand development
and setting up teams of companies
•
Training of companies and IBO on
capacity building in cooperation with
different experts
Note:
•
Workshop on trade mark development enabled companies to enhance knowledge of
trademark and marketing strategies to promote the development of companies in the
domestic market as well as export. Businesses realized the importance of building and
developing brand.
In Vietnam, there are many small and medium companies; therefore, developing the
collective mark is very necessary. When the collective mark has been built, small and
medium companies would be stronger when they used that collective mark especially for
export. 60 companies trained
•
Companies need to be more active on design and branding, companies could create unique
features for their products to differentiate themselves from competitors, in order to
promote the image, dominate the market and sustain a persistent development.
First steps to develop a brand,
about 60 participants in the workshop (20 from the north, 40 from the south) and 7 directly
assisted companies
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Workshop on capacity building introducing different Management modells for associations
and chambers as well as public private cooperation 110 people attended
Results phase 4
•
TA and workshop on design and
development of a new collection
•
Presentation of collection at the leather
fair in HCM City
•
•
B2B meeting in HCM City
•
Closing Workshop and presentation of
results
Workshop on the EU’s monitoring program
for all types on leather upper shoes
originated form Vietnam and China
Note:
•
Assistance program for companies to address problems in designing. The
companies have selected the final samples from which to develop a new
collection. 95 attendents the workshop, TA: 32 companies participated in
TAP on design including 14 directly assisted companies.
•
B2B promoted cooperative relationships and expand export. The
participated companies shared information about advantages,
disadvantages, opportunities and challenges for each region and for the
world. The meeting also promoted domestic industry, introduced export
potential, prestige of companies, the quality of products manufactured in
Vietnam and the ability to satisfy the diverse, complex requirements of
customers and importers. 150 participants
•
Information on how to protect the legitimate rights and interests of
enterprises as well as enhance their competitiveness in the competitive in
the international market, contributing to their enterprises’ success in
business. 90 participants in total in Hanoi and HCM
Project success
Positive impact though involvements of IBO,
companies and experts
Transfer of know, how, developing of tools
and sharing of results for leather associations,
leather companies and other stakeholders
Further areas for co-operation
• Further development of a service portfolio
which is in conformity with realistic
expectations of the companies
• Further Positioning the IBO as strong
partners with international reputation
• Further efforts to guarantee minimum
quality standards and meet customer
demand
• Further measures in terms of training of staff
and management
• Further investment in branding and design
Vielen Dank für Ihre Aufmerksamkeit.
Bedankt voor uw aandacht.
Merci beaucoup pour votre attention.
Thank you for your attention.