DEVELOPING INTERNATIONAL MARKETS FOR
HOME ACCESSORIES AND GIFT ARTICLES
Export Marketing Guidelines for Vietnamese Craft Exporters
Prepared for: VIETRADE/ITC/WTO/UNCTAD
Export Marketing Guidelines for Vietnamese Craft Exporters
Table of Content
Page
Preamble
3
1
Are you Ready to Export?
4
1.1
Market Analysis (External Analysis)
4
1.2
Company Analysis (Internal Analysis)
9
1.3
SWOT Analysis
11
2
Market Entry Strategy
12
3
Preparing a Professional Presence
14
3.1
Marketing Material
15
3.2
Professionalize your Staff and Communication
19
3.3
Professionalize your Company Operations
21
3.4
Understanding Market Requirements to Improve your Presentation
23
4
Preparing Products for Export
24
5
Export Costing, Pricing and Invoicing
28
5.1
Export Costing and Pricing
28
5.2
Quotations and Proforma Invoices
31
5.3
Terms of Sale
33
5.4
Methods of Payment
34
6
Trade Fair Participations
38
6.1
Selecting the Right Trade Fair
39
6.2
Trade Fair Preparations
40
6.3
Participation Costs
42
6.4
At the Trade Fair
43
6.5
After the Trade Fair
44
7
Export Documentation and Shipping
45
8
Dealing with Claims
47
9
Appendixes
48
2
Export Marketing Guidelines for Vietnamese Craft Exporters
Preamble
Vietnam is a land of handicrafts1 thanks to the hardworking and creative Vietnamese people.
Fine Vietnamese handicraft articles are exported to over 120 countries worldwide. Products
such as ceramics, lacquer, wooden wares, bamboo and rattan products, textile, embroidery
etc. are nowadays becoming popular throughout the world as home accessories, home decor
and gifts.
Vietnam has been extremely successful in exporting craft products during the last few years.
It is estimated that 1.35 million inhabitants earn a living from producing or trading with
crafts, generating an export turnover of almost 600 million USD per year. However, if
compared with the consumption of home accessories and gifts in the world, the above figure
only accounts for less than 1% of the market volume. There is still tremendous potential for
further export increases.
These Export Marketing Guidelines are a manual which aims to provide practical and
comprehensive information to a large number of Vietnamese craft exporters. The Export
Marketing Guidelines serves the needs of both current and potential crafts exporters, showing
them how to enter and get a firm foothold in the world markets in the context of global
competition.
The authors thank all parties concerned who assisted in preparing the guidelines, notably the
Vietnam Trade Promotion Agency (VIETRADE) and the International Trade Center (ITC)
project team in Hanoi and Geneva.
Prepared by


Handicraft Research and Promotion Centre, Hanoi, Vietnam (www.hrpc.com.vn)
IDC – International Development Consultants, Aachen, Germany (www.idc-aachen.de)
Copyright
The information provided is aimed at assisting handicraft producers, exporters and business support
organizations in Vietnam. It may, therefore, not be used for re-sale, the provision of consultancy services and
other commercial purposes. For utilization of this information on a non-commercial basis, the condition applies
that VIETRADE is referred to as the source of the information. All other use is prohibited, unless explicitly
approved in writing by VIETRADE.
1
The handicraft articles covered in these marketing guidelines are defined in Appendix No.1
3
Export Marketing Guidelines for Vietnamese Craft Exporters
1
Are you Ready to Export?
1.1
Market Analysis (External Analysis)
To decide if your company is ready to export, first of all assess markets in order to identify
opportunities in the most suitable markets. Then assess to what extent your enterprise is
capable of taking advantage of the opportunities identified in the market analysis.
There are a number of promising markets for Vietnamese crafts in the world and it may cause
some difficulties for you to decide where you should focus your efforts. In general, you can
use the following step-by-step approach.
Step 1: Screen potential markets
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Obtain trade statistics about handicraft imports in various countries and Vietnamese
exports. The General Statistic Office of Vietnam (presently located at No.1A Hoang Van
Thu Street, Hanoi) is the best place to find these sources of information, even for your
individual product (product codes according to the Harmonized System). Some
information about different major export markets is included in Appendix No.2.
Identify 5 to 10 large and fast-growing markets for your products. Look at them over the
past three to five years.
Identify some smaller but fast-emerging markets that may provide particular opportunities.
If the market is just beginning to open up, there may be fewer competitors than in
established markets.
Target three to five of the most promising markets for further assessment. Consult with
experts, the Vietnam Trade Promotion Agency (VIETRADE) and others to help refine
targeted markets.
Step 2: Assess targeted markets

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Identify importers, wholesalers and other main players in the market. Make yourself
familiar with distribution channels and business practices.
Identify the market segmentation by users (on demographic criteria, on customer
preferences, by price/ quality, etc). Who will want to buy what you can make and why?
What is their lifestyle, where do they live, what kind of products do they usually buy?
Examine price level and market trends for your company’s products as well as related
products. Ascertain the current supply sources, particularly with regard to major foreign
countries the firm is competing against.
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Export Marketing Guidelines for Vietnamese Craft Exporters



Check market entry barriers (tariff or non-tariff) for the product being imported into the
country.
Identify incentives that are given by the Vietnamese government to promote exporting of
your products to these markets.
Examine shipping costs from your main ports to the target markets.
A company may research a market by using either primary or secondary data resources. When
conducting Secondary Research (desk research), a company collects data from compiled
sources, such as trade statistics for a country or a product. Working with secondary sources is
less expensive and helps the company focus its marketing efforts; as a result, most small
businesses begin researching their markets using secondary market information. Although
secondary data sources are critical to market research, they do have limitations. For example,
the most recent statistics for some countries may be more than two years old, product
breakdowns may be too broad to be of much value to a company, etc.
Popular sources of secondary data research include:

Trade associations; for websites see Appendix No.3. There is a lot of information on
market statistics, up-to-the minute industry news, trade fairs, importers, and expert analyst
opinion which is provided by these associations.

The General Statistics Office of Vietnam (GSO) or other national statistic offices; for
websites see Appendix No.4. Note that, for the effective search of data from statistic
offices, you should know well the Harmonized System (HS) codes of your products.
Trade journals and trade press; for websites see Appendix No.5. These sources can be a
good indication of products which are in fashion (like for example “Tableware
International”, a leading journal on the international table and giftware).
Books on the home decor, home furnishings and handicrafts sector. Many of these books
can be found at the library of the Vietnam Handicraft Research and Promotion Center
(www.hrpc.com.vn), or you can buy them at bookshops in Hanoi and Hochiminh City.
Most of them can be bought through websites like www.amazon.com, www.barnes&

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noble.com, etc.
International research agencies like Euromonitor (www.euromonitor.com), KeyNote,
Datamonitor (www.datamonitor.com) and Mintel (www.mintel.com), where you can find
a lot of information on markets, consumers’ lifestyle etc.
Trade agencies, like VIETRADE, Japan External Trade Relation Organization (JETRO),
the Center for Promotion of Imports from Developing Countries (CBI, the Netherlands),
the International Trade Center (ITC), Chambers of Commerce and Industry etc.. Here you
can find information on market surveys (segmentation, consumption, competitors, entry
requirements), market trends, statistics etc. For websites see Appendix No.6.
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Export Marketing Guidelines for Vietnamese Craft Exporters

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
Sector-related trade fair websites indicate new trends and often contain complete contact
information about leading market players. For websites see Appendix No.7.
The websites of trend-setting international companies and important fashion companies
give good insight into new color trends. In general, a website search of main importers
in target markets can increase your knowledge about product portfolios, designs, prices
used in the target market.
Information about upcoming trends and colors in the EU, Japan and US market can also
be taken from the “Trend Forecast” of CBI (www.cbi.nl), the Swiss Import Promotion
Programme SIPPO (www.sippo.ch), Japan Fashion Association (www.japan
fashion.or.jp), Trend Curve’s (www.trendcurve.com).
Buying or commissioning market research reports can be expensive. For a fraction of the cost,
and mostly even free of charge, much of the same information can be gathered from the
Internet. The Internet is one of the most important ways in which an exporter can obtain
market information. You can find almost everything there by using search engines like
Google (www.google.com) and Yahoo (www.yahoo.com). The Google search tools ‘froogle’
and ‘catalogues’ are extremely useful for product design and pricing. ‘Froogle’ shows
photographs of products and their prices ‘Catalogues’ is a directory of over 6000 scanned
catalogues with images of products and prices (http://froogle.google.com;
http://catalogues.google.com).
In conducting Primary Research (field research), a company collects data directly from the
foreign marketplace through interviews, store checks, trade fairs, and other direct contact with
representatives and potential buyers. Primary market research has the advantage of being
tailored to the company's needs and provides answers to specific questions. You can cover
some of the missing information in your desk research, and you may become aware of hidden
feelings people have towards your company, country or product. Even if statistics show a
growing market, field research can be crucial to make the final decision on whether or not to
go, and if so, how to do it, etc. The field research should be conducted after desk research to
confirm the findings of the desk research and fill information gaps.
Popular sources of field research include:

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
Discussions with handicraft companies/exporters who have similar export products
Discussions with potential buyers or sourcing agents in Vietnam
Information from trade promotion organizations (VIETRADE, www.vietrade.gov.vn,
JETRO, www.jetro.go.jp, KOTRA - Korean Trade Investment Promotion Agency,
kotrahan@fpt.vn, AMCHAM - American Chamber of Commerce, etc.), and private sector
development projects in Vietnam (JICA - Japan International Cooperation Agency,
6
Export Marketing Guidelines for Vietnamese Craft Exporters




www.jica.go.jp/vietnam, VNCI - Vietnam Competitiveness Initiative, www.vnci.org,
GTZ, www2.gtz.de/vietnam/ etc.)
Contact with Vietnam’s Embassies, Consulates, Trade Centers in foreign countries
Discussion with forwarding agencies or shipping companies (see appendix No.8)
Trade fair visits in your target markets or other trade fairs that are close to Vietnam like
Hong Kong, Thailand, China, and Japan.
Store visits in your target markets to check trends, prices etc (see appendix No.9).
Besides assessing market size and identifying key importers, market research should also
include getting an idea of market entry requirements, competition, price structure etc.
It is important to define your research need in relation to your export marketing experience,
for instance, whether you already have clients in a country or whether this is your first export
business venture.
When starting to export to the EU, your research needs would probably be to familiarize
yourself with the EU market by finding out relevant information on subjects such as market
requirements, structure, developments, segments, main players etc. However, when you have
become familiar with the EU market and know which opportunities exist, the next logical step
is to go further into details and explore the possibilities to increase your sales. You will need a
very specific research about customer requirements for individual products and the strengths
and weaknesses of the main competitors.
Important issues of market research are:
A) Market development and opportunities


Market size, sales channels, major importers, agents, distributors and retailers?
What are customer preferences, what is the price level? Who will want to buy what you
can make and why?

What sorts of products are selling well (characteristics, dimensions, colours and
materials)? What colours are in fashion? What new designs are popular?
What are the prices and margins at each distribution level? What are the most important
requirements of the identified sales channels (quality, packaging, etc) and which sales
channel is most suitable for your range of products?
What are the major trade shows where your types of products are sold?
How about cultural factors in doing business in the selected markets? Professor Geert
Hofstede’s model gives you insights into other cultures so that you can be more effective
when interacting with people in other countries (www.geert-hofstede.com). Some other

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
7
Export Marketing Guidelines for Vietnamese Craft Exporters
interesting information on cultural factors can be found in Appendix No.10.
B) Market entry requirements




What standards or requirements apply to the quality of your product and are these
standards compulsory?
What standards apply to the quality of your company’s management and production?
Are there any labels (e.g. ECO labels, etc.), which create a competitive advantage?
Are there environmental regulations or requirements on the use of dangerous substances
for your product(s)? For raw materials? For packaging waste?



What special legislation must be complied with regarding health and safety issues?
Are there any requirements on social accountability (e.g. SA 8000)?
Which import tariffs & VAT duties apply to your export products? Are there any
international trade agreements which have a positive effect on tariffs?

What weights and measures are applied in different markets? (e.g. the United States is in
its adherence to a non-metric system but Japan is metric measurement)
Some specific sources for market entry requirements are in Appendix No.11.

C) Competition





Is there much competition in these markets? Who are the main competitors?
What products compete with yours? Who are the suppliers or manufacturers of those
products? What can you make that is different and better?
Who are the main clients of your competitors?
What are the strengths and weaknesses of your main competitors?
How many competitors from your own country are active in the target market?
D) Logistics

What type of packing is appropriate for your range of products in the target markets?

What kind of shipping documentation is required? What are the packaging and labelling
requirements?
What is the average delivery time in your business line?
What type of transportation is mostly used? What are the cost components of transport
from your factory to the buyer’s warehouse?
What are the key seasonal buying and selling periods?



8
Export Marketing Guidelines for Vietnamese Craft Exporters
E) Price level




1.2
What is the price range for your type of products? Can you make a profit at that price?
Note that a significant percentage needs to be deducted from the retail price, which is the
price that can most easily be researched through desk research (see section 5: Export
costing, pricing and invoicing)
What are the price developments on the market regarding your products?
How price sensitive are your clients?
What are the typical sales and payment terms?
Company Analysis (Internal Analysis)
After your export market analysis, you should assess whether your company is able to enter
your chosen markets, i.e. by doing an internal analysis. Especially if your company is new to
exporting, you should do a company audit and establish whether you can use your resources
without jeopardizing your domestic sales efforts. Elements to be assessed include: Product
standards, production capacity, flexibility, logistics, sales force, financial strengths,
capabilities etc. As a result of this internal analysis, you will be able to assess to what extent
your company is able to take advantage of the opportunities identified in the market analysis.
Furthermore, with a thorough understanding of your company's unique capabilities, you are
able to invest in opportunities that exploit your strengths.
A) Production

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
Do you have a factory to fully process your products or focus on treatment and finishing
stages to control the quality of your products?
Do you have some good production groups/suppliers of finished/semi-finished products so
that you can make further processing/finishing at your factory?
Are your facilities and equipment in good working condition?
Do you have sustainable treatment techniques of raw materials and finished products, e.g.
treatment for your bamboo and wood products free of mould and insect, dyeing
techniques to keep the colours durable?
Have customers ever complained about quality, for example, that your products got
cracked deformed/ mouldy at the destination?
Do you have a quality management system?
How is the present capacity being used? Will filling export orders hurt your present sales?
What minimum order quantity is required for different products?
Are you able to meet required delivery terms in time/quality?
9
Export Marketing Guidelines for Vietnamese Craft Exporters
B) Human resources
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Do you have skilled workers – is a sufficient number easily obtainable?
Do you have staff that are familiar with export-import techniques? Are they good at
customs declarations, shipping arrangements and international payments?
Can you speak at least one foreign language, especially English?
Who will follow up on orders after the planning is done?
Do you have people who are fully computer-literate?
Do you have your own designers and are they well aware of market trends? How many
new design collections do you have per year?
Do you have any person in your company who is familiar with supportive policies to
encourage handicraft exporters, e.g. Decision 132 on craft development, Decree 51 on
domestic investment? For a list of supporting policies, see Appendix No.12.
C) Marketing
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How do you reach potential customers? What are your marketing instruments?
Do you have stable partnerships with key customers? Do you know their requirements?
First focus on existing customers before targeting new ones.
Do you have more than one customer? Do you know that you may be in a very dangerous
situation, if you reduce business with current customers and concentrate on expecting
good business with larger potential clients?
Do you have your own showroom and website? Is the website frequently updated? Do you
have impressive marketing materials (business card, catalogue...)?
Do you produce goods under a brand name? Is this brand name recognized and legally
registered?
Have you met representatives of foreign buyers and offered your services personally?
Do you have your own retail outlets?
D) Logistics



Do you have any problems with transportation of your materials/products, for example,
from your factory to the port of loading?
Do you have sufficient infrastructure to export? Internet, fax, phone, port, roads, shipping
containers?
Do you know the major freight forwarders and shipping companies in Vietnam as well as
their most competitive routes?
10
Export Marketing Guidelines for Vietnamese Craft Exporters
E) Finance

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
Do you know your cost structure? Do you have a budget planning for expenditures on
sales, advertising, and research and development (R&D) on a yearly basis?
Can you borrow money from commercial banks or other credit institutions, usually on
short-term basis to finance for your export orders?
Do you know export encouragement programs of the Vietnamese government, where you
can get financial support for export?
Do you have the necessary financial means for increased production?
Do you have the banking ability to get paid and to issue refunds for damaged
merchandise?
1.3
SWOT Analysis
The findings of the external and internal analysis can be summarized in a so-called SWOT
analysis (SWOT stands for: strengths, weaknesses, opportunities, threats), where the most
important strong and weak points (internal factors) and the main opportunities and threats
(external factors) are ranged in order of importance.
The purpose of this analysis is to clearly show the position of the company in the market. The
essence of the SWOT analysis is to find a market segment where there is an opportunity that
matches the strengths and where the threats have a minimum impact on the vulnerable sides,
the weaknesses of the company. In fact, by matching external opportunities and internal
capabilities, the exporter should be able to identify suitable target countries, market segments
and target product(s) within these countries.
Here is an example of a SWOT analysis from a water-hyacinth handicraft company intending
to become a direct exporter to Germany.
Strengths:




Weaknesses:
We are able to respond very quickly as 
we have a good network and well
trained staff

We are able to give best customer care
We can change direction quickly if we 
find that our marketing is not working

We have little overhead, so can offer
good value to customers
Our company has no market presence or
reputation
We are lacking treatment and coloring
technique for our natural materials
We have no export experience
Ocean freight from Vietnam to
Germany is much higher than from
China to Germany
11
Export Marketing Guidelines for Vietnamese Craft Exporters
Opportunities:



2
Threats:
Our business sector is expanding, with 
many future opportunities for success,
especially for EU market

Government always encourages local
businesses with work where possible
Our competitors on water-hyacinth may
be slow to adopt new weaving skills.
There’s a trend of using sisal material
which is produced in China
The use of drying equipment that
sometimes
causes
water-hyacinth
material to break quickly may reduce
our range of in-house products
Market Entry Strategy
Gifts and decorative articles are often distributed through many different intermediaries like
agents, importers/wholesalers and retailers. The following chart outlining the distribution
channels in the EU may serve as an example of market structures in key Vietnamese export
markets. Handicraft articles are sold through widely diverging retail channels such as gift
shops, furniture outlets, garden centers, food retail stores, department stores etc.
Source: CBI, EU Market survey 2005, Gifts and Decorative articles
The most important market entry strategies for Vietnamese crafts exporters are:

To supply specialized importers, who buy a broad range of products and resell and
distribute them under their own brand names to countless small retailers. Very often, they
are specialized in different retail channels, supplying garden centers, flower stores or
exclusive interior decoration stores. Depending on the respective retail channels they
operate in, they have different needs for product groups, price levels, and design
12
Export Marketing Guidelines for Vietnamese Craft Exporters
specifications. Understanding these needs is important for exporters in order to be able to
offer them appropriate products.
Importers can be very reliable partners for exporters, allowing them to enter into
long-term partnerships and to ensure stable growth, and to work with reliable trade
partners and secure repeat orders. Most of the larger importers from the EU, US or other
markets visit Asian supplier countries several times a year, with many of the larger ones
having at least some experience also in Vietnam.

Secondly, there are a number of mass retailers who source products and visit suppliers in
Asia and place orders locally. It can be a very good chance for your company to sell
directly to such mass retailers in the EU, US, Japan or other countries in the world
because of the high volumes they turn over. However, before taking up business with
them you should bear in mind that these mass retailers have all the power in the business
relationship and control the terms of sale. Lots of vendors in every country want to sell to
them, so they can buy anything from anywhere. This leads to price pressure on the
suppliers, forcing everyone from retailers and importers to suppliers to become more
efficient if they want to stay in business.

Other opportunities exist for producers in target markets to act as contract manufacturers.
In order to reduce production costs, some international manufacturers source part of their
collections from abroad and produce only some of their collections themselves.
Recently, the EU, US and Japanese markets are overrun with a surprisingly large variety of
imported household products. As such, it is necessary for you to concentrate on products that
allow both private shops and chain stores to express their individuality. Items that are new and
innovative, possess quality, and have a reasonable amount of practicality and functionality
will be viable. Also, those which are highly original are promising because they allow the
store to differentiate itself from other retailers.
In order to establish a first contact with potential buyers, your company may identify and find
customers by:
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Identifying purchasing agents of large retailers that already operate in Vietnam or in the
region e.g. IKEA, Wal-Mart, Tchibo, Otto, Habitat, etc.
Attendance at national or international trade shows
Participation in trade missions abroad
Launching mailing campaigns to buyers that you may find through their websites, trade
directories, trade fair catalogues and websites etc.
13
Export Marketing Guidelines for Vietnamese Craft Exporters

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Assessing websites with large databases with international coverage, including ITC Index
to Trade Information Sources (www.intracen.org), European Business Directory
(www.europages.com), World Trade Center Association (www.wtca.org)
Registering as a user of global B2B on-line trade portals such as www.ecplaza.net,
www.alibaba.com, http://trade.indiamart.com, www.b2bexplorer.com, www.vertical
zoom.com, www.go4WorldBusiness.com etc. and find buyers by searching these
databases
Assessing sources from government or trade associations (VIETRADE, Vietnam
Commercial Affairs in foreign countries, Trade Centers in New York, Dubai, Japan etc.)
Identifying representatives or trade promotion organizations of foreign countries in
Vietnam like JETRO, KOTRA etc.
Your website with special key words like “Vietnam Handicrafts”, “Vietnam Home
Décor”, “Vietnam Home Furnishings”, “Vietnam Bamboo & Rattan”, “Vietnam
Embroidery”, “Vietnam Lacquer ware”, “Vietnam Ceramics” etc.
Some of the EU importers can best be met at leading trade fairs in the EU, others prefer to
source locally and look for unknown suppliers in Vietnam. The latter can best be met at
domestic trade fairs and exhibitions in Vietnam.
For the Japanese market, the use of agents/distributors is the most realistic entry strategy for a
small or medium-sized company, but this approach requires great care in the selection of the
representative. Many Japanese companies visit domestic or international trade fairs, where
often a first contact is established.
In the U.S. market, most trade fairs are dominated by U.S. importers and less suited for
exporters to exhibit. Many Vietnamese exporters failed to find buyers through trade fairs in
the United States because they competed with their buyers. If you want to enter the US
market, you may consider targeting US importers that you may meet through your attendance
at local trade fairs like the International Furniture and Handicraft Fair in Hochiminh City or
other Asian or European trade fairs.
3
Preparing a Professional Presence
In order to strengthen your corporate identity, it is essential that you build up a professional
presence, which accounts for core values, behavior, symbols and communication, and other
principles.
The “core values” are important pillars on which a corporate identity rests, and they are based
14
Export Marketing Guidelines for Vietnamese Craft Exporters
on fundamental managerial decisions, ranging from daily activities to long-term objectives.
Core values can consist of elements like company strategy, code of conduct or quality
management. Symbols include logo, letter design, brochures, business cards, the website and
other graphic presentations.
However, your company’s appearance is expressed in many more ways than through a logo
on the letterhead and your business card. Another pillar of your identity is the style and
contents of your communication with business partners. Is your communication style open,
honest and correct? Are enquiries, requests or complaints swiftly answered, and by which
means of communication? And is it possible for others to make personal contact with your
staff?
3.1
Marketing Material
You need a Company Profile to give buyers an idea about your company. Bear in mind that
your company profile should reflect what a buyer likes to know about his supplier. To help
potential customers evaluate the appropriateness of your company for their needs, take care
that you refer to the following points in your profile:

Your company‘s background and history


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
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Your company‘s corporate philosophy
How is your company organized?
Which products and services are offered?
Does your company understand the needs and requirements of its market partners?
Which are the technical and commercial skills, how are the offered products and/or
services designed, developed and implemented?
The profile should serve to convince your customer of your ability to meet his needs and to
give him the impression that your company‘s competence, skills and reliability are good
enough to be taken into consideration as a new supply partner. An example:

ABC Decor Company was founded in 1998 by Ms. A, a professional designer, who grew
up in a family with handicraft trade for generations, and Mr. A, a businessman who had
obtained an MBA degree in the United States. With its continuous efforts, so far, ABC
Decor has become one of the most famous groups of home and garden decor producers in
Vietnam, employing 120 workers in its own factory in Phu Tho province and another 200
in its supporting groups in various craft villages nationwide.
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Export Marketing Guidelines for Vietnamese Craft Exporters

ABC Decor is committed to providing its customers with a broad range of functional,
high-quality products for the home and garden using environmental-friendly materials for
lamps, table, chairs, decor objects.... At ABC Decor, all of us share a common mission:
"To reward our customers with long-term value and product satisfaction for every
purchase". Our passion for product is what has made us different from other producers
and suppliers in Vietnam, and it will always be what moves us forward.

Currently, we are exporting to Japan, Italy, Germany, America and South Korea with the
monthly production capacity of 5 containers. We have received best supplier awards from
XXX Company in Japan and we are also boosting our reliability to customers by adopting
ISO 9001:2000.
This information can be put together on a single page. You can include pictures of your
office, showroom and factory, if appropriate. The profile is not the right place to show
pictures of your products unless you concentrate on only one product. The profile should be
easy to update and should be in English. You should hand it out to customers you meet with
and send it along with your letters and e-mails.
You need a Business Card. This sounds simple but many companies assume they don’t need
one. Take care that it is readable:




Use block letters instead of a fancy print that is difficult to read.
Current telephone, mobile, fax, and e-mail address should be included and new cards
produced if that information changes.
Ensure that the physical address of your office/factory is included so the potential
customer can send something to you by mail or courier or he could show it to a taxi driver
to find your company.
It needs to be in English or the language of your primary customers.
The logo, letter type and colors should correspond with those of the letter paper. All vital
details should be on the front of the card. Complementary information can eventually be
printed on the reverse side. The size of card should not be larger than 9 x 5.5 cm, alternatively
the same size as a credit card, 8.5 x 5.4 cm. Be aware that cards covered with a plastic film
cannot be used to make notes on and cards which are very shiny or have a silver or gold cover
result in problems when copying or faxing them.
You need other Image Carriers, such as letterheads, envelopes, file holders etc.
Letterhead: The size of letter paper should be A4 format (210 x 297 mm). The paper quality
16
Export Marketing Guidelines for Vietnamese Craft Exporters
should be at least 80 grams, with a high degree of whiteness or, if desired, a light color. You
have to realize that letter types have an influence on the impression the letter makes on the
reader, such as friendly, businesslike, or reliable. Choose a letter design which supports the
desired image.
Envelopes: Preferably use the color white for the envelope, but you could also use the same
color as the letter paper, if it is not white.
File holders: To keep your company introduction (profile, catalogue...) or a set of shipping
document or other transaction documents.
You need a Product Catalogue. Printed catalogues are produced when there is a need to
display a large range or number of products. Product descriptions are accompanied by photos
or drawings. A good catalogue is not always easy to produce. Creativity is a must for an
attractive and appealing catalogue that will impress your customers. The artwork should be a
high priority, both for the text as well as for the layout, photos/illustrations and other
illustrative elements. Its colors should be attractive and professionally matched. Key
information should cover, for instance, product code numbers, specifications and materials
used.
While a printed brochure can be browsed in a few seconds to get an impression of the
company and product catalogue, a CD-Rom needs to be inserted in the CD-Rom drive of a
computer. It therefore happens often that the CD-Rom is tucked away in a quiet corner in the
bottom drawer. It can, however, be a very effective tool as a multimedia presentation at an
exhibition. As an interactive tool, where the viewer is in control of the navigation panel, it
definitely has advantages over a video presentation. You should also take note that the content
and design of the CD-Rom will give your customers a good impression about your quality
management. An appealing CD-Rom sticker and holder will make your CD-Rom stand out
among others and will encourage your customer to actually insert into his CD computer drive.
In addition, you can prepare a photo album displaying your product range. You should take a
photo of every style you make for reference, and a number of these can be put together to give
prospective customers an idea of the products you have made previously and what other
customers are purchasing from you.
You need a Website. If you have a website, ensure it is up to date. Websites serve as a
reference for your company but also need to be promoted. Many companies spend thousands
of dollars on the creation of a website and wonder why they do not have any visitors. The
reason is simple: no one knows it is there. The company profile, brochures, and catalogues
17
Export Marketing Guidelines for Vietnamese Craft Exporters
can be digitalized and put on the Web. By placing promotional materials on the Web, you will
save printing costs, while still being able to update the information any time without incurring
substantial costs. In other words, it is an economic and flexible promotional tool.
When developing and maintaining your website, you should pay heed to the following
factors:



Design the site in accordance with the corporate image
Build a site that looks professional, attractive, and is fast
Offer the most important information clearly and concisely




Text blocks have to be short and to the point
Offer a download option for background information, datasheets and manuals
Develop a logical and simple navigation system
Register the site with all well-known search engines





Ensure that your site is well linked to other relevant websites
Check the links regularly
Update and renew the site regularly, so as to offer up-to-date information and to
encourage repeat visits
Include a “What‘s New” page
Promote your site on all the promotional materials

Track and profile the visitors by offering an e-mail up-date service.
It is emphasized that your website cannot be used effectively as a promotional tool unless you
actively attract your target group to visit it.
You need other Promotional Material.
Product Sheets: Product sheets are usually one-page formats which provide more detailed
information on specific products. They can be distributed as loose leaflets as well as inserts in
company brochures and replaced whenever required. You can easily prepare product sheets
with the help of a computer and a color printer. This will further reduce production costs and
at the same time allow you adapt and update the sheets easily.
Hang tags: It is very important to design a nice hang tag for your product. It will list name,
style number, raw material content, colour, size of your product. Hang tags are a good tool to
advertise the maker, and to specify that the product complies with safety standards. In many
cases, hang tags are used to describe the cultural importance of your design; to explain how it
is made and its traditional uses. Make hang tags as beautiful as your products.
18
Export Marketing Guidelines for Vietnamese Craft Exporters
Insert cards: An insert card should be used professionally, especially for high-end products.
This is a removable card or label that “romances” the product, tells its story and/or the
artisan’s story to help increase the likelihood someone will buy it.
Care labels: A care label giving caring and cleaning instructions is permanently or
semi-permanently attached to a product. It is often applied to lacquer ware and textile articles,
of which imported textiles have specific care-label requirements.
3.2
Professionalize your Staff and Communication
You will impress a potential buyer if not only you yourself as the general manager act
professionally but if your staff does as well. A good method of accomplishing this is to train
the key members of your staff (manufacturing, customer service, and engineering) to be able
to make a quick and accurate presentation of their job and to explain in which way they are
responsible for the production or shipping of the client’s order. This should be done in
advance of the customer’s visits, and the presentation should be reviewed to see that it is
accurate but no confidential information is provided. The goal is for the customer to know
that his order is being attended to professionally from the time it is received until it is shipped.
It is therefore important that the company’s personnel should be given clear instructions as far
as external communication is concerned.
Although it is not likely, it is possible that a customer will buy from you but will never visit
your office. It is likely that a customer or potential customer will communicate with you for
some time before visiting your office. A mistake many companies make is that they fail to
professionalize their office communication.
You should insure that if you have e-mail, you have a policy that it is checked and responded
to promptly. Even if the response is “we have received your query and will answer
tomorrow.” Fax machines often run out of paper and continue to ring or customer faxes are
collected but not acknowledged. Company telephones are answered by people who speak only
the native language and hang up if there is a foreign language on the other end.
The way your company communicates reveals a great deal of information about your
professional conduct to a potential customer. Professionalizing your office communication is
very inexpensive yet pays off substantially over time.
Writing effective e-mail messages:

E-commerce is ever more popular in business transactions nowadays. However, many
19
Export Marketing Guidelines for Vietnamese Craft Exporters



companies often disregard the importance of writing an e-mail message effectively and if
you do so, this may influence your image to some extent.
It is crucial that your message catches the readers’ eye. Begin with a greeting, or a word of
thanks. Thereafter, write your main message in one or two short sentences, and end by
stating what you expect from the reader. In the following paragraphs, you give additional
information or arguments and describe the advantages to the reader. The last paragraph
should once more contain the core of your message, after which you sign off with a
greeting. Just as in a letterhead and the signing of an ordinary letter, it must be absolutely
clear who is writing the e-mail. Therefore, under the text you should place your own name,
company name, address, telephone and fax numbers.
When you answer an e-mail message, let the subject line remain unaltered. It is then easier
for the receiver of your reply to know instantly what the message is about. You write your
answer above the text which you received. It is not advisable to deal with different
subjects in one and the same e-mail. Instead, send separate e-mails, so that the receiver
can open and/or file them separately.
Make sure that there is a policy that all e-mails are checked and responded to promptly –
even if the response is “we have received your query and will answer tomorrow.”
Writing effective business letters:





A formal business letter is constituted by the following elements: Letterhead, name and
address, date, salutation, reference, body of the letter, complimentary close, signature and
enclosures.
The salutation: The type of salutation depends on your relationship with the recipient.
Always try to personalize the letter by addressing the recipient with his/her name rather
than with dear sir/madam.
A reference line is optional, but its inclusion can help the recipient deal successfully with
the subject of your letter. Normally the reference line is preceded with the word Re:. It
should be placed one line below the greeting.
The main body of your letter contains a number of paragraphs, each paragraph dealing
with one point and one point only. Start your letter with the main message. Do not waste
too much time with introductions. Give the reasoning or the background of your message.
Tell the reader why you are approaching him or her. Elaborate on the message: Provide
details, precise information, arguments, and, if applicable, the actions you intend to take.
Finish with a closing statement. Do not leave anything open by saying for instance “We
look forward to your response” but close with “We will phone you next Friday (May 22)
to discuss your feedback on the proposal”.
The signature should be clear and legible, showing you are interested in the letter and
consequently in the recipient’s aim. Your signature should also be followed underneath by
20
Export Marketing Guidelines for Vietnamese Craft Exporters


a typed version of your name and your job title.
If you include other material in the letter, put 'Enclosure', 'Enc', or ' Encs ', as appropriate,
two lines below the last line.
Once the final version of the letter is ready, polish it with a final spelling and punctuation
check. A letter should make an impeccable impression, neat, without typing errors. Try to
pack the whole message onto one A4 size page. Use good quality and clear-white paper.
Telephone etiquette:

Knowing how to answer the telephone is an essential business skill. The person who
answers the phone gives the caller a first impression of your company. He or she must be
friendly and courteous and know good telephone etiquette. When answering the phone,
you should always start with a greeting e.g. Good Morning (Afternoon, Evening). This is
ABC Decor, How may I help you? or Hello, ABC Decor, How may I help you?.







3.3
If the caller asks for a certain person, a proper response would be "One moment please, I
will transfer you to that extension" or "Mr. A/Ms. B is out of the office at the moment, is
there something I can help you with?"
If the caller asks a question and you don't know the answer, a proper response would be
"I'm sorry I can't answer that, let me transfer you to someone who can help you" or " Can
you hold please? I will see if I can get you the answer in a moment."
If you put someone on hold, do not make him or her wait too long. Be prepared before
you answer the telephone. Have a pencil or pen along with a pad of paper near your
telephone so you can write down important information such as their name. When
speaking to them, use their name during the conversation but don't overdo it.
When initiating the telephone call, you should organize your thoughts before you place
your call. Make a short list of important items you want to discuss.
If the person you are trying to contact actually answers the telephone, after shortly
introducing who you are, begin by asking them, "Is this a good time to talk?" You may
have called while they were busy. In that case, ask them when would be the best time to
call them again. Make sure you remember and call them again at the correct time.
Do not speak too fast and slow down when you are leaving a message, or saying your
telephone number. Pronounce your name clearly and spell it if necessary.
For both answering and initiating a phone call, please remember that people do judge you
by the tone of your voice and what you say - always sound professional!
Professionalize your Company Operations
In many cases, especially when working with large corporate clients, a company’s operations
need to be well organized to meet the auditing requirements of their buyers. As a matter of
21
Export Marketing Guidelines for Vietnamese Craft Exporters
fact, these requirements also always tend to support the effective operation of the companies
in term of productivity, environmental protection etc. and therefore, in any case, the exporters
should consider applying these standards.
Following is an example of auditing requirements from a larger retailer to its suppliers.
① Employee record.
Availability:
Yes
No
② Past 12 months’ time card/attendance record
Availability:
Yes
No
③ Past 12 months’ pay record.
Availability:
Yes
No
④ Factory regulations.
Availability:
Yes
No
⑤ Insurance certificate.
Availability:
Yes
No
⑥ Environment Approval Certificate.
Availability:
Yes
No
⑦ Fire drill record.
Availability:
Yes
No
⑧ Production machinery list.
Availability:
Yes
No
⑨ Organization chart with number of workers in each
Availability:
Yes
No
Availability:
Yes
No
division / section.
⑩ Business Registration.
⑪ Factory owner’s/major share holder’s name
Other information also needs to be provided for the buyers’ quick reference:
a. Factory Area – Production:
Office:
Dormitory:
b. Number of employee:
c. Monthly production capacity:
d. Your major customers:
e. Normal working hours:
hours/week
f. Average overtime hours:
hours/week
g. Do you have enhanced overtime payment as required by Labour Law:
Yes
No
h. Do you have maternity leave policy:
Yes
No
i. Do your employees have pay during the statutory holidays:
Yes
No
j. Do you discipline the employees by salary deduction:
Yes
No
k. Youngest employee:
l. Local legal minimum wages:
years old
/month
m. Lowest wages:
Average wages:
/month
/month
n. Do your factory building(s) each has TWO fire exits:
o. Do your dormitory building(s) each has TWO fire exits:
Yes
p. Do you have first aid supplies in each production floor / dormitory:
Yes
No
No
N/A
Yes
No
q. Number of person per toilet:
Men
r. Number of person per dormitory room
Average area / person:
Women
22
Export Marketing Guidelines for Vietnamese Craft Exporters
You can study and apply some useful management solutions to improve the effectiveness of
your company’s operations e.g. ISO, TQM (Total Quality Management), Kaizen & 5S,
SA8000 or 6Sigma. Of course, it is time-consuming and costly to have the above standards
certified, but following and learning from their procedures will surely professionalize your
company’s operations.
If your customers are from Japan, you may have an advantage if you apply the Japanese 5S
philosophy (Seiri, Seiton, Seiso, Seiketsu, and Shitsuke). It focuses on effective work place
organization and standardized work procedures. 5S simplifies your work environment,
reduces waste and non-value activity while improving quality efficiency and safety:



Seiri (Sort): focuses on eliminating unnecessary items from the workplace
Seiton (Set in Order): focuses on efficient and effective storage methods
Seiso (Shine): focuses on cleaning the work area. Daily follow-up cleaning is necessary in


order to sustain this improvement
Seiketsu (Standardize): focuses on standardizing best practice in your work area
Shitsuke (Sustain): focuses on defining a new status quo and standard of work place
organization.
Your Showroom is the most effective marketing tool to convince the customers that visit you
on your premises. If you cannot afford to participate in expensive international trade fairs,
start with an impressive showroom first.
How things are displayed also affect how valuable they appear. Present your products as
nicely as you can, arranging them by topic/collection with specific color and shape. Your
product samples need to be creatively arranged in a crisp, clean, architecturally appealing
setting so that your customers can visualize how they function and how they can be used.
Furthermore, it may be a good idea if you decorate your showroom with a set of green trees to
give the room a natural appearance.
You may not have the skills required for decorating. In that case, you can ask for the support
of the designers at the Art Colleges or the designers who come from your target markets and
work in Vietnam through many co-operation programs.
3.4
Understanding Market Requirements to Improve your Presentation
Vietnamese companies have a particular style when it comes to presenting products in
marketing documents, like catalogues, brochures, and websites. Most documents refer to
either the name of the product or the materials used to make the product. For example,
23
Export Marketing Guidelines for Vietnamese Craft Exporters
handicraft companies often divide their product range into the categories of bamboo, rattan,
ceramic, embroidery and lace and others, then further split the products into sub-categories
such as baskets, trays, handbags etc.
When dealing with US clients, you should be aware that this classification system seems
strange to US customers, because they often categorize products by function, e.g. furniture,
home textiles, floor coverings, wall decor, tabletop and giftware (usually grouped together),
house wares, sleep products (mattresses), major appliances, etc., and not by raw material or
production method. Then they further sub-categorize their products by design, quality and
function. Raw material and production method are only important in so far as they contribute
to design, quality, and function. For example, a silk pillow is obviously more valuable than a
polyester one, but the buyers wouldn’t necessarily know the difference between cane, rattan,
or bamboo, or their different weaving techniques or qualities. Clients may just recognise
which product looks nicer according to their tastes and preferences.
Therefore, if the US market is your target, your products should be categorized according to
US custom in all of your marketing documents. Generally speaking, if you target a specific
market, you should study and understand the conventions of product presentation in these
markets in order to improve your own presentation.
4
Preparing Products for Export
Selecting and preparing a product for export requires not only product knowledge but also
knowledge of the unique characteristics of each single market that you target. Your market
research, especially through field research and through the contacts made with foreign
representatives, will give you an idea of which products can be sold in which markets. Before
selling, however, you may need to modify a particular product to satisfy buyer tastes or needs
in foreign markets, thus creating a unique selling proposition for your products.
Your bestseller: If your company manufactures more than one product, you should start with
the one best suited to your targeted market. Ideally, you choose one or two products that fit
the market without major design modifications. Make what you’re good at and what you
know, inspired by your culture. Make everything as perfectly as you can, especially the
finishing.
Quality comes first: The international consumer constantly expects higher quality at a better
price, and this expectation leads to re-structuring the medium and low-end market that most of
Vietnamese handicraft items belong to. To meet this expectation, even mass merchants
upgrade to higher quality, better-designed goods as Chinese factories improve quality and
24
Export Marketing Guidelines for Vietnamese Craft Exporters
production methods while still keeping prices low. They have set a new quality standard for
low priced mass products and have put tremendous pressure on every other market segment to
lower prices and improve quality by comparison. Therefore, to position yourself in the
marketplace, you should always produce the best possible quality you can, even for
inexpensive items. Constantly strive to improve quality.
Different products for different customers: In order to make as much business as possible,
Vietnamese handicraft exporters tend to offer everything they produce or source from craft
villages to everybody who will buy. This strategy may give you more orders in the short term,
but may prove a disadvantage in the longer term. When you (and many other exporters in
your area) sell the same things to multiple buyers, the market quickly becomes saturated and
oversupplied, and the uniqueness of the products gets lost. As they can be bought in many
places, they become more ordinary and are perceived to be less valuable. However, depending
on the actual situation, you can consider offering the same products for different markets.
Do not copy from others but develop unique products: For foreign buyers it is easy to find
hundreds of websites of Vietnamese handicraft exporters, but often they are disappointed
because they do not see much difference in the products offered on the websites. The pictures
of products in some websites operated by different producers are exactly the same. Also,
when visiting a foreign show, especially in the International Furniture and Handicraft Fair in
Hochiminh City, you will find that many stands display the same products. By doing this,
Vietnamese producers severely restrain their own competitiveness and that of their fellow
producers, because in the end no company will have a unique product.
You should learn the product trends by observing the market but do not copy from them. Try
to develop your own products based on your analysis of trends. You can find a lot of finishing
patterns from a trade fair, e.g. circles of mother-of-pearl inlaid into lacquered vases,
embroidered circles on the pillows and cushions, circles on the wall papers etc.. All of those
tell you this: circles can be a trend in the market, and you can apply the “circles” idea to
decorate the surface of your ceramic pots in creative way. Designers often collect magazines,
and catalogues and make a “catalogue” of finishing patterns to develop their own products,
and that is also what you can do to develop your unique products.
The cruder and less unique your product, the more you will be expected to lower your price.
The better your workmanship, the less you will have to negotiate on pricing.
Develop a collection: Home decoration products are fashion items subject to the
fast-changing whims of consumers. Consumers buy products they find attractive and which fit
to what they already own. It is better to develop a collection of several matching items rather
25
Export Marketing Guidelines for Vietnamese Craft Exporters
than to try to develop unrelated stand-alone products e.g. a collection for table tops, with a
tablecloth, table runner, placemats and coasters. Always bear in mind what the best
combination of functional and decorative characteristics of your products can be.
Use professional designers: Fashionable product development is a key pre-requisite for
success, and professional designers are the ones who differentiate your products. And it would
even be better if you developed new collections in cooperation with your customers. On the
technical side, you know very well what you can make. In addition, your customers know
what they can sell, and will be happy to give you design and color information when you have
established a trust-based working relationship. Try to combine design advice from your
customers with further development by own Vietnamese in-house designers.
Add value to your products: Make your products functional in addition to being decorative.
Improve the design and desirability, making useful things fashionable too. A pillowcase is
functional and decorative. A pretty box is also useful, it can hold things. Multi-use and
reusable things have a higher perceived value. Quality and finishing are most important, even
for inexpensive items; you can use several materials or patterns, more than one production
technique, or moving parts, in one product.
Adapt your products to the market: It is quite important for your company to adapt
products to the geographic and climate conditions that prevail in your target market, and to
take the availability of resources into account. Factors such as topography, humidity, and
energy costs can affect the performance of a product or even determine its usage. Given the
case of spun bamboo articles, which are mainly produced in Cat Dang village, Nam Dinh
province - these articles have been exported to many countries all over the world, especially
to Germany, UK, France, USA and Japan. Many producers of these articles (vases, boxes,
trays...) received complaints from customers because the products cracked in the customers’
stores and showrooms after only a short period of time. The reason for this was the low
humidity in the foreign country. To avoid this problem, Vietnamese exporters should apply
more treatments to protect the bamboo core from the outside environment, or use some raw
fabric to cover the core before lacquering to strengthen its solidity.
The problem of humidity also affects the exportation of wooden articles, especially wooden
furniture (chairs, tables, cabinets...). These are produced by exporters or producers in the craft
villages who have no advanced treatment (drying) technologies.
In addition to adaptations related to the climate conditions and cultural and consumer
preferences, the exporter should be aware that even fundamental aspects of its products may
require changing. For example, electrical standards in many foreign countries differ from
26
Export Marketing Guidelines for Vietnamese Craft Exporters
Vietnamese standards. You cannot find two-hole sockets in the States and your beautiful
bamboo lamp with silk shade would be rejected by a US client if you fixed your lamp with a
two-pin plug. If you are involved in exporting lighting equipment, you need to install different
electrical wires for each country, like CE standard for EU, UL for America, UK for England,
PSE for Japan and OVE for Australia, etc.
Understanding the product sales periods: In Japan, the months of March, June, September
and December are said to be the period when household goods sell well as gifts. In March
they are bought as graduation presents, while in April, they are bought as presents for entering
school and for successful job placements and transfers; in June and September, they are given
as wedding presents; and in December they are mainly sought as Christmas presents.
Products from craft villages: In many cases you need to source out your production to many
households in the craft villages. For large orders that comprise one or two product styles only,
you may need to employ just one or two villages, but with thousands of households involved.
For some orders, you need to consolidate products from many craft villages and some of them
are not close to each other at all. In any case, you may find that the final products are not
consistent in term of shapes, measurements, colors and even finishing patterns.
To ensure the quality of your products, you are always requested to control the quality
permanently during the production process and to inspect all products before they are loaded
into containers. You should reject all products which are defective or do not match with the
approved samples.
It is a matter of fact that, the more you control the production at household level, the less
work you have to do at your factory. It is therefore recommended that you make efforts to
build the capacity of your producer groups in the craft villages in terms of quality
management.
Consider venturing into machine production: With today’s factory production methods, it
is possible to produce large volumes of products that have the appearance of hand-made items
at very low cost, making it difficult for the average consumer to differentiate between
handcrafts and machine made products. It is not the authenticity of the material or the
production method that is critical for the consumer; it is what can be done with it in terms of
design, what the look is like.
If another material, weave, or production method looks just as good, most consumers will
easily be convinced to purchase the item, especially if it costs less. So unless there is a
specific design or another feature that is obvious to a western consumer, you will find it very
27
Export Marketing Guidelines for Vietnamese Craft Exporters
difficult to sell products made with more expensive hand production methods and raw
materials. The average consumer cannot tell the difference and just wants to buy the “look”,
not the authenticity. Handmade is more valued in the high end art market, where it adds
artistic value.
5
Export Costing, Pricing and Invoicing
5.1
Export Costing and Pricing
You can define production costs, which may
(depreciation of fixed assets – defined as objects
used for more than a year like machines and
transportation or labor costs). However, there are
include the components of fixed costs
with value over VND5 million and being
premises) and variable costs (materials,
a number of additional costs that must be
considered when calculating your offer based on different terms of delivery (FOB, CIF...) 2.
These should all be put into your cost calculation before you engage in a discussion with your
customer.
You may run into considerable problems if you just set a price for your export product by
calculating your production costs and adding a 15% margin or so. Technically, this means that
you determine the “Ex Works” price, which covers the production costs plus a certain
percentage for profit, and offer it on FOB basis to an importer abroad. This method is
common practice but it is far from best practice because your calculated market price may be
either too low or too high, as you have not considered many other costs resulting from
customs clearance, inland transportation, quantity of export orders etc.
A better technique for price setting is based on a simple calculation. You can either start from
a cost calculation side by adding the costs of getting your product to the customer - which
should give you the selling-price. Or you can calculate down from the final market price by
deducting all costs from that price until you have arrived at your product price.
So, the point that you have to decide upon now is which technique you should apply for your
price calculation. This decision depends on the kind of products you offer to the market. In
principle, you might think that your products are new in the marketplace and that they can
actually dictate the price level in that market just based on their costs and desired profit
margin.
2
FOB stands for Free on Board: A pricing term indicating that the quoted price covers all expenses up to and
including delivery of goods upon an overseas vessel provided by or for the buyer. CIF stands for Cost,
Insurance, Freight: A pricing term indicating that the cost of the goods, insurance, and freight until the final
port of destination are included in the quoted price.
28
Export Marketing Guidelines for Vietnamese Craft Exporters
But in that case, you should also consider the substitute products available on the market. Bed
cloth that is made of bamboo fiber with beautiful decorative embroidery patterns is an
example. It is a very unique product and you have a better chance to ask for a higher price, but
you should know that your customers may shift to the silk cloth instead and increase its value
by trendy and creative designs.
To set your price based on the cost-price method, you should be aware of the different cost
components (not only add 15% margin as above), which often depend on the terms of
delivery (will be mentioned in the later part). The following table describes different cost
components need to be included for calculating FOB and CIF prices.
Cost components
1
Factory price or producer costs of making the products
Cost (US$)
Price
/Mark-up (%)
(US$)
1.0
1.0
20%
0.2
(labor, materials, packing, overhead...)
2
Profit of the producer
Producer’s price/Ex-works (1+2+3)
3
Inland transportation (e.g. to Haiphong port) incl. loading
1.2
0.3
1.5
and unloading
4
Customs declaration/export clearance, export agent fees
0.1
1.6
5
Port receiving charge (usually CFS)
0.1
1.7
FOB Haiphong port
6
Ocean freight & Insurance
1.7
0.2
CIF Destination port
7
Charge in destination port (DDC-destination delivery
1.9
1.9
0.1
2.0
charge, AMS-Advance Manifest System...)
Landed price to importer
2.0
If your customer finds your offer too high and requests you to review it, take such feedback as
a chance to improve your costing. Keep in mind that a sound costing system is very important.
But to simply reduce the price and your profit margin is not the right way, until you have
considered and checked the following matters:


Is the ocean freight you obtained the most competitive? (Are you sure that your selected
shipping line/ forwarder is the most competitive in terms of price?)
Does the agreed delivery deadline still allow you to change to other shipping
companies/forwarders that can offer you lower prices but longer delivery times? Does
your customer accept this change?
29
Export Marketing Guidelines for Vietnamese Craft Exporters




Can your buyer recommend other shipping companies/forwarding agents that offer lower
freight rates? If yes, will they accept your offer on FOB basis?
Have you offered your customer a quantity-based price yet (especially for LCL 3
shipment)? Can you suggest to your customer to switch to bigger quantities in order to
reduce freight and other handling charges (customs declaration, CFS, inland
transportation...)?
Can you optimize your packing to minimize the volume?
Do you have other chances to reduce the unit costs (review supplies, productivity,
marketing expenses)?
Another option to calculate your prices starts from the selling price. Being an exporter in a
developing country, you are most probably a price-follower rather than a price-setter. In this
case, you can:




Find out the current market price for comparative and/or substitute products in the target
market;
Establish all the elements of the market price, like Value-Added Tax (VAT), margins for
traders and importers, import duties, freight and insurance costs etc.;
Make a top-down calculation, deducting all the elements of the expected market price of
your product(s) in order to arrive at the price “Ex Works” (traditionally called “Ex
Factory”) or ex warehouse;
See if you can meet this price.
Price mark ups of importers and retailers vary a lot depending on market segments and
distribution channels. The following table may serve as a rough average calculation.
Landed price to importer
1
Import duty (10% of landed price)
2
Price upon arrival at the port
3
Wholesaler
mark
up
2.0
0.2
2.2
(warehousing,
distribution,
80%
marketing, profit)
4
Wholesale price
4.0
5
Retail mark up (store, personnel, advertising, profit etc.)
Final consumer price
100%
8.0
If you find that your price is very competitive (much lower than your competitors’ ones) then
at which price you should offer your products? Your primary aim in the target market is to
3
LCL stands for Less than a Container Loaded
30
Export Marketing Guidelines for Vietnamese Craft Exporters
offer your products at a price level that does not exceed that of your competitors. You can
apply “Penetration pricing” – offer the product at a price that is slightly lower than the one of
your competitors.
After fixing your price, it is important to create stability and reliability in your pricing. It is
difficult to increase prices later, if you started with very low prices. However, in practice, the
market price is always changing, up or down and as a player in the marketplace; you should
adjust your prices accordingly. Whatever your (forced or voluntary) changes in your prices
may be, always make sure that your customer and trading partner understands the reasons for
it. Those reasons should be made acceptable and justifiable in their minds.
The choice of currency in which you calculate your offer is very important. You can offer the
products in VND to avoid complicated and expensive currency transactions with your bank,
but in general, your customers will not accept a quotation in VND but ask for a quotation in
their own currency, e.g. JPY in Japan. In those cases, you should consider some hard foreign
currency; say Euros or US dollars because of their stability.
5.2
Quotations and Proforma Invoices
A quotation describes the product, states a price for it, sets the time of shipment, and specifies
the terms of sale and terms of payment. The description should include the following points:







Buyer's name and address, buyer's reference number and date of inquiry
Listing of requested products and brief description
Unit price and quantity of each item
Gross and net shipping weight
Terms of delivery & Terms of payment
Validity period for quotation
Estimated time of Departure (ETD) and Estimated time of Arrival (ETA).
Sellers are often requested to submit a pro forma invoice with or instead of a quotation. Pro
forma invoices are not for payment purposes but are essentially quotations in an invoice
format.
In addition to the foregoing list of items, a pro forma invoice should include a statement
certifying that the pro forma invoice is true and correct and a statement describing the country
of origin of the goods.
31
Export Marketing Guidelines for Vietnamese Craft Exporters
Also, the invoice should be visibly marked "pro forma invoice." These invoices are only
models that the buyer uses when applying for an import license or arranging for funds.
As an example of a quotation, have a look at the following quotation for sea-grass baskets for
a Japanese customer.
GREEN WORLD CO., LTD.
No.20 Lane 192 Giap Bat Str., Hoang Mai Dist., Hanoi - Vietnam
Tel: 84.4.6642866
Fax: 84.4.6642983
E-mail: greenworld@fpt.vn
QUOTATION
Ref: Inquiry No.: QUO61/06.LP
Date: June 27, 2004
To:
DECO IMPORTS
3-2-22 Higamitsu, Saitama-Tokyo, Japan.
NO
ITEM
PICTURE
CODE
ITEM
SIZE
NAME
(CM)
PACKING
Q’TY
CIF
TOTAL
IN 40’’
TOKYO
AMOUNT
CONT.
(USD)
(USD)
(PCS)
1
BS01
Sea-grass
56x35x24
2PCS/
basket
52x32x20
CTN
1,212
10.5/PC
12,726
28x20x18
17x9x17
TOTAL
1,212
12,726
In words: In US dollars Twelve thousand seven hundred and twenty six only.
Time of delivery: FOB Haiphong seaport, Vietnam
Place of delivery: Tokyo, Japan – 45 days after receipting your first remittance
Term of payment: T/T remittance. 30% advance right after signing contract. The balance (70%) will be
paid up upon the readiness and final inspection
Validity of the quotation: By 27 September, 2004
Green World Co.,Ltd.
Le Nguyen Bao Tram
Sale Manager
32
Export Marketing Guidelines for Vietnamese Craft Exporters
5.3
Terms of Sale
In any sales agreement, it is important that a common understanding exists regarding the
delivery terms. Confusion over terms of sale can result in a lost sale or a loss on a sale. For
this reason, you must know the terms before preparing a quotation or a pro forma invoice. A
complete list of important terms and their definitions is contained in INCOTERMS 2000,
which are grouped in four categories E (EXW, ex-works, formerly ex-factory), F (including
FCA, FAS, FOB), C (including CFR, CIF, CPT, CIP) and D (including DAF, DES, DEQ,
DDU, DDP). The obligations and charges that will be at your or your buyer’s account is
summarized in the following table:4
The first group (E) has only one trade term EXW, formerly ‘ex factory’. The second F-group
The first group (E) has only one trade term EXW, formerly ‘ex factory’. The second F-group
indicates the obligation of the seller to hand over the goods to a carrier free of risk and
expense to the buyer. The third C-group includes terms that indicate the seller’s obligation to
bear certain costs after main carriage, which is a critical point in the sales contract: the
obligation to bear risks and costs change from one party to the other. The fourth D-group
includes the terms that prescribe that the goods must have arrived at a specified destination.
4
Refer to “A Guide to Exporting Solid wood product” United States Department of Agriculture.
33
Export Marketing Guidelines for Vietnamese Craft Exporters
The most popular terms of sale that you often use are FOB (port of loading) and CIF (port of
discharge). For FOB (free on board) at a named port of export, you quote the buyer a price
that covers all costs up to and including delivery of goods aboard an overseas vessel. But for
CIF (cost, insurance, freight), you quote a price for the goods (including insurance), all
transportation, and miscellaneous charges to the point of debarkation from the vessel. You
should quote CIF whenever possible, because it is internationally recognized. It shows the
foreign buyer the cost of getting the product to a port in or near the desired country.
When quoting a price, you should always make it transparent to the prospective buyer. A
price for your tablecloth quoted "EXW Ha Tay" would be meaningless to most prospective
foreign buyers because they don’t know how to determine the cost to the port as well as the
total cost to their warehouse. Therefore, they would hesitate to place an order.
5.4
Methods of Payment
There are several methods of payment for your products sold abroad. Ranked in order of
security for the exporter from most secure to least secure, the basic methods of payment are:


Cash in advance, Telegraphic Transfer (T/T)
Letter of credit (L/C)



Documents against Acceptance (D/A)
Documents against Payment (D/P)
Open account.
Since getting paid in full and on time is of utmost concern to exporters, risk is a major
consideration. One of the most important factors in reducing risks is to know what risks exist.
For that reason, you are advised to consult your banker to determine an acceptable method of
payment for each specific transaction.
Cash in advance: Cash in advance of shipment may seem to be the most desirable method, as
the seller is relieved of collection problems and has immediate access to the money if a wire
transfer is used. However, on the other hand, advance payment creates cash flow problems
and increases risks for the buyers and they may refuse to pay until the merchandise is
received.
In order to ensure that both parties benefit from the payment arrangement, you need to discuss
the method of payment with your buyer. In case that full payment before shipment is not
accepted, you may consider other terms of payment, for example: “30% of the total contract
amount will be remitted to the exporter’s account right after signing of the contract, and the
34
Export Marketing Guidelines for Vietnamese Craft Exporters
remainder will be paid by the importer right after receiving copies of shipping documents” or
“30% of the total contract amount will be remitted to the exporter’s account right after signing
of this contract and the balance will be paid through Confirmed Irrevocable Letter of Credit”
in order to minimize your risks.
Letter of credit (L/C): The buyer may be concerned that the goods may not be sent if the
payment is made in advance. To protect the interests of both buyer and seller, documentary
letters of credit are often used. In this case, documents are required to be presented before
payment is made. The letters of credit may be paid immediately, at sight, or at a later date.
L/C may be revocable, irrevocable, unconfirmed or confirmed. The irrevocable L/C cannot be
canceled or altered in any way by the banks or the buyer, without the permission of the
exporter. A revocable L/C can be changed or canceled by the opening (buyer’s) bank at any
time without notifying the exporter. In a confirmed L/C, the confirmed bank accepts
responsibility to pay. If the L/C is unconfirmed, the exporter is relying on the foreign bank to
make payment.
Here is what typically happens when payment is made by an irrevocable letter of credit
confirmed by a U.S. bank (this method is defined as Confirmed Irrevocable Letter of Credit): 5
1. After the exporter and customer agree on the terms of a sale, the customer arranges for
their bank to open a letter of credit.
2. The buyer's bank prepares an irrevocable letter of credit, including all instructions to the
seller concerning the shipment.
3. The buyer's bank sends the irrevocable letter of credit to a U.S. bank, requesting
confirmation. The exporter may request that a particular U.S. bank be the confirming bank,
or the foreign bank selects one of its U.S. correspondent banks.
4. The U.S. bank prepares a letter of confirmation to forward to the exporter along with the
irrevocable letter of credit.
5. The exporter reviews carefully all conditions in the letter of credit. The exporter's freight
forwarder should be contacted to make sure that the shipping date can be met. If the
exporter cannot comply with any conditions, the customer should be alerted at once.
6. The exporter delivers the goods to the right port or airport.
7. When the goods are loaded, the exporter completes the necessary documents.
8. The exporter presents to the U.S. bank documents indicating full compliance.
9. The bank reviews the documents. If they are in order, the documents are airmailed to the
buyer's bank for review and transmitted to the buyer.
10. The buyer (or agent) gets the documents that may be needed to claim the goods.
5
Refer to “A basic guide to exporting”, published by US Department of Commerce
35
Export Marketing Guidelines for Vietnamese Craft Exporters
11. A draft, which may accompany the letter of credit, is paid by the exporter's bank at the
time specified or may be discounted at an earlier date.
Upon receiving a letter of credit, you should carefully compare the letter's terms with the
terms indicated in your pro forma quotation. This is extremely important, as the terms must be
precisely met or the letter of credit may be invalid and the exporter may not be paid. If
meeting the terms of the letter of credit is impossible or any of the information is incorrect or
misspelled, the exporter should get in touch with the customer immediately and ask for an
amendment to the letter of credit to correct the problem.
You must also provide documentation showing that the goods were shipped by the date
specified in the letter of credit or the exporter may not be paid. You should check with their
freight forwarders to make sure that no unusual conditions may arise that would delay
shipment. Similarly, documents must be presented by the date specified for the letter of credit
to be paid.
Documentary Collection (D/A and D/P): This payment mechanism is the collection by a
bank of funds due from a buyer against the delivery of documents. The bank, acting as agent
for the seller (exporter), presents documents to the buyer (importer) through that party's bank
and in exchange receives payment of the amount owed, or obtains acceptance of a time draft
for payment at a future date. The liability of the bank under a documentary collection is
primarily restricted to following the seller's instructions in forwarding and releasing
documents against payment or acceptance.
Unlike a letter of credit, the bank does not assume any liability to pay if the buyer does not
want or is unable to pay. Compared with open account sales, the documentary collection
offers a higher more security to the seller, but less than a letter of credit. The steps in a
documentary collection are as follows:
1. The buyer (importer) and seller (exporter) agree on the terms of sale, shipping dates, etc.,
2.
3.
4.
5.
6.
and that payment will be made on a documentary collection basis.
The exporter arranges for the delivery of goods to the port/airport of departure.
The exporter delivers the goods to the point of departure and prepares the necessary
documentation.
Export documents and instructions are delivered to the exporter's bank by the exporter
Following the instructions of the exporter, the bank processes the documents and
forwards them to the buyer's bank.
The buyer's bank, on receipt of documents, contacts the buyer and requests payment or
acceptance of the trade draft.
36
Export Marketing Guidelines for Vietnamese Craft Exporters
7. After payment or acceptance of the draft, documents are released to the buyer, who uses
them to pick up the merchandise.
8. The buyer's bank remits funds to the seller's bank or advises that the draft has been
accepted.
9. On receipt of good funds, seller's bank credits the account of the exporter.
Open account: Under an open account, the exporter simply bills the customer, who is
expected to pay under agreed terms at a future date. This method of payment is convenient
and may be satisfactory if the buyer is well established, has demonstrated a long and
favorable payment record, or has been thoroughly checked for creditworthiness.
Open account sales do pose risks, however. The absence of documents and banking channels
may make legal enforcement of claims difficult to pursue. As an exporter, you may have to
pursue collection abroad, which can be difficult and costly. Also, receivables may be harder to
finance, since drafts or other evidence of indebtedness are unavailable. Note that, for all of the
mentioned methods of payment, you should know and mention in the contract the party that
will bear the bank charges for remittance.
The advantages and disadvantages of payment terms are summarized as follows:
Method of
Timing of
Goods
payment
payment
availability
Before shipment
At destination
Cash in
advance
Seller’s risks
Buyer’s risk
None
100% reliance on seller
arrival
Letter of
Presentation of
When L/C is
Minimal, Issuing/
Assurance of shipment,
Credit
documents after
paid
confirming bank
but depends on seller to
obligation to pay if
supply goods ordered
shipment
documents conform to
L/C
D/A collection
D/P collection
When accepted
At time Trade
Non-payment of draft,
Minimal, may refuse to
Trade Draft
Draft is
even though buyer has
pay draft at maturity
matures
accepted
the merchandise
When documents
When payment
Non-payment of draft
received at the
is made
but depends on seller to
presenting bank
Open Account
Buyer's
Assurance of shipment,
supply goods ordered
Upon arrival
100% reliance on buyer
None
discretion
37
Export Marketing Guidelines for Vietnamese Craft Exporters
The term of payment to be applied is much dependent on your understanding and your
relationship with your buyers. In general, a documentary collection and open account would
be appropriate (1) where the seller and the buyer know each other to be reliable, (2) there is
no doubt about the buyer's willingness or ability to pay, (3) the political and economic
conditions of the buyer's country are stable and (4) the importer's country does not have
restrictive foreign exchange controls. When dealing with new customers, you should better
apply Cash in Advance or Letter of Credit (often, Confirmed Irrevocable Letter of Credit at
sight) even L/C is often subject to a high bank charge.
Below are payment services operating by some commercial bankers in Vietnam:
Name
Bank for Foreign Trade of
Website
http://www.vietcombank.com.vn
Viet Nam
Export service
- Payment by L/C
-D/A Collection
- D/P Collection
- D/OT Collection
- Telegraphic transfer – T/T
Techcombank
http://www.techcombank.com.vn
- Payment by L/C
-D/A Collection
- D/P Collection
- Telegraphic transfer – T/T
Asia Commercial Bank
http://www.acb.com.vn
- Payment by L/C
-D/A Collection
- D/P Collection
- Telegraphic transfer – T/T
Bank for Investment and
http://www.bidv.com.vn
Development of Viet Nam
- Payment by L/C
-D/A Collection
- D/P Collection
- Telegraphic transfer – T/T
6
Trade Fair Participations
Trade fairs are an excellent way to find new customers, to get an update on the current
situation in the sector, such as market trends and product developments. Hundreds of
Vietnamese handicraft companies have participated in many trade fairs over the world,
particularly in Germany, France, Italy, Spain, UK, Japan, Hong Kong, Thailand, United States.
Many of them participate twice or even three times per year.
38
Export Marketing Guidelines for Vietnamese Craft Exporters
But you cannot take it for granted that you will actually reap success from participating in a
trade fair unless you prepare your attendance carefully. If you appear on the market with
products or services which fall short of market standards, e.g. because they are technically
inferior, too expensive, or your product information is inadequate, you will face more
drawbacks than simply making no sales and losing money. You will damage the image of
your company and even the image of Vietnamese handicrafts in the world market.
In order to plan and prepare for trade fair participations, there is a number of manuals that we
recommend you to read thoroughly:



6.1
“Show master“ from CBI (www.cbi.nl)
“Successful participation in Trade Fairs“ from AUMA (www.auma-fairs.com)
“From Contacts to Contracts” (www.sippo.ch).
Selecting the Right Trade Fair
Selecting the right trade fair plays an important role for your market entry and finding the
right customers. Choose 1-2 trade fairs only to take part in, but then participate continuously,
in order to turn first contacts into real business and then stable partnerships. Do not expect too
much from a first participation. In general, you will need to attend 2-3 fairs in a row before
you can actually develop business.
You may find information on trade fairs in databases such as www.tsnn.com,
www.exhibitions-world.com, www.auma.de or www.fairlink.se.
You can also find trade fairs through many Export Promotion Agencies and you can discuss
with other companies who have participated in foreign trade fairs before. Every trade fair
organizer has its own website, e.g. http://www.giftshow.co.jp for Tokyo Gift Show in Japan
or http://www.ambiente-frankfurt.de for Ambiente in Frankfurt/Germany.
Important international trade fairs for Vietnamese handicraft exporters are:




Ambiente and Tendence (in Germany) – the world’s largest trade fairs for home
accessories and gift articles
Maison & Objet (France) – One of the leading trade fairs for international design trends
Expohogar Regalo Otono (Spain), Macef Milano (Italy), Spring Fair Birmingham (UK)
and Herning (Denmark) with more regional focus on EU markets
New York International Gift Fair, (USA), the most important trade fair in the US
39
Export Marketing Guidelines for Vietnamese Craft Exporters

For Asia: Hongkong Gift fair, Hongkong Houseware Fair; Bangkok International Gift Fair
& Bangkok International Houseware Fair (Thailand), Canton Fair (China); Giftshow
Tokyo and Giftshow Fukuoka, Japan.
A list of many other useful trade fairs is enclosed in Appendix No.7.
It should be emphasized again that before deciding to attend a fair, you should thoroughly
study the type of the trade fair. There are many trade fairs in the US that are dominated by
U.S. importers and less suitable for exporters to exhibit. The exhibitors there are your
potential clients and they would not like to see you there at your exporter’s price.
6.2
Trade Fair Preparations
It is recommended that before attending the fair as an exhibitor, you should once attend the
fair as a visitor. You can talk to exhibitors and other visitors, identify ideal locations and seize
the opportunity to establish contacts with potential buyers.
The purpose of the pre-visit is to learn and to understand:






What is the overall character of the show: design, quality, price level? What kinds of
products are being shown? What kinds of businesses are exhibiting?
Product and design trends
What kinds of booths are heavily frequented?
How are products displayed, how are booths arranged?
What networking services are provided by the show management (buyers contacts, sales
reps), what services are provided for exhibiting: storage, lighting, carpeting, booth
displays, exhibitor directory?
Costs and logistics, which become an important issue once you have decided to actually
participate in the show (visit the show management office).
The following table from CBI provides some guidance on a detailed trade fair planning
schedule.
No
Activity
Deadline
1
Fair information and application form
12 – 8 m
2
Decision on budget
12 – 8 m
3
Decision to participate
11 – 7 m
4
Reservation of stand space
11 – 6 m
5
First staff planning meeting
10 – 6 m
40
Export Marketing Guidelines for Vietnamese Craft Exporters
6
Confirmation by fair organizer
8–5m
7
Request for stand quotations
7–5m
8
Draw-up detailed budget
7–5m
9
Book hotel accommodation
5m
10
Final selection of products
5m
11
Decide on promotional campaign
5m
12
Start preparing mailing list
5m
13
Organizer approval for special design stand
4m
14
Quotations from forwarding agent
4m
15
Catalogue entry to organizer
4m
16
Preparation of sales literature
4m
17
Order forms (from the Manual) to organizer
4m
18
Appointment of stand staff
4m
19
Book travel arrangements
4m
20
Arrange hostesses, local staff, interpreters
3m
21
Order workmen and exhibitors’ passes
3m
22
Finalize mailing list
3m
23
Press releases to organizer and trade press
3m
24
First visitors’ mailing
2m
25
Deliver exhibits to shipping agent
1m
26
Second visitor mailing
1m
27
Telemarketing short list
2w
28
Arrival of exhibits at the fair
10 d
29
Arrival of stand staff at the fair
2d
Note: m: months; w: weeks; d: days
Before attending the fair, you should have the necessary company documentation ready (order
sheets, price lists, catalog, website, leaflets, name cards, etc.) for dissemination to importers at
the fair. We advise that you always have a catalogue on hand because it will save time for
visitors to understand your range of products at a glance.
It is important that you invite potential buyers to visit your trade fair booth. Particularly at
large international trade fairs, it is difficult for new exhibitors to get recognized. Therefore, it
is recommended that you launch an invitation mailing to prospective buyers prior to the fair in
order to effectively inform them of your presence at the fair and motivate them to visit your
stand.
41
Export Marketing Guidelines for Vietnamese Craft Exporters
6.3
Participation Costs
The budget is an important point to be considered before you decide on participating in a fair.
If you are a first time exhibitor at a fair, budgeting will be a challenge.
The following table will give you an indication of the total expenses that were to be incurred
by a Vietnamese exhibitor with 2 participants for a stand of 12 square meters at the 2005
Tendence fair:
Description
Unit
Quan-
Unit price
Total Amount
tity
EUR
(EUR)
person
2
48
No
1
Visa fee
2
Cost of products/exhibits
lot
1
1,500
1,500.00
3
Stand rental
m2
12
160
1,920.00
4
Stand construction
m2
12
100
1,200.00
5
Catalogue entry
Comp.
1
170
170,00
6
Marketing documents
lot
1
500
500.00
7
Sea freight
lot
1
300
300.00
7
Air-ticket
person
2
750
1,500.00
8
Hotel
nights
8
150
1,200.00
9
Food
days
8
700.00
10
Travelling in Germany
days
8
500.00
11
Communication
days
8
200.00
Total
96.00
9,786.00
Note:
 The cost of sea freight rate is very low in the above example, since the exhibitors were
able to get a very good rate for consolidated container shipment door-to-door with other
exhibitors for Frankfurt. In general, transport costs are higher (particularly regarding
delivery of the goods to the trade fair booth)



Make sure that you book your hotel early, as hotels can be very expensive at trade fair
times.
Space and stand rental can be offered by not only the trade fair organizers but also its
representatives or many other local trade fair companies.
Carefully check all components of the total costs including delivery of your exhibits to
your stand with the organizer or his representative. Many Vietnamese exhibitors were
confronted with very high costs for the delivery of exhibits from the Exhibition Center
gate to their stand (especially for trade fairs in US). In many cases, you may have to pay
even for cleaning your stand after the fair.
42
Export Marketing Guidelines for Vietnamese Craft Exporters


You can agree with other Vietnamese exhibitors to share a large stand, which improves
your negotiation power towards the trade fair organizers.
Before or at the early stages of the fair, think of possibilities to sell and leave your exhibits
with buyers (mind though that the trade fair organizers will not always allow you to do
so).
An appropriate booth decoration requires particular attention:



6.4
Get concrete measurements and prepare a stand sketch in order to develop an attractive
stand design prior to the trade fair. Think about how best to present your products (tables,
shelves or else).
Select product samples and present a few collections of your best products. Do not try to
present all your products, instead arrange the exhibits by topic/collection using specific
colors and shapes. Avoid creating a warehouse character on your stand.
Display some larger products in a prominent position to attract customers’ attention.
Visitors pass by quickly, see hundreds of booths in a hall. Help your customers’ eye to
focus on a few particular outstanding products.
At the Trade Fair
Not only does your success at a trade fair depend on the quality of your presentation and
preparatory efforts before the fair, but also, and to a considerably extent, on the performance
of your staff during the fair. Make sure that senior
sales management staff is available at the stand to
answer questions and to establish personal contacts.
We also recommend that you:


Train staff with regard to product information and
communication: Sales staff should be qualified to
be able to answer all questions asked by
customers (understand production processes, what
adaptations and alterations would be possible,
price...) and should be open and friendly.
Staff should pro-actively approach all customers
who show a first interest. They should ask
customers about the nature of their interest, the
type of their company, and their function or area
of responsibility within the firm (see: visitor
43
Export Marketing Guidelines for Vietnamese Craft Exporters




contact form). Obtaining this information from stand visitors will help the exhibitor later
on to decide what direction the discussion should take.
Be honest and realistic. Never give an untrue answer; do not promise what you cannot
keep afterwards.
Carefully take note of the information given by the visitors on the visitor contact form,
which you should always have at hand.
There should not be too many exhibitors on a stand (their number depends on the
available space but 2 exhibitors seem to be best for 18-30 m²).
Wear your exhibitor’s badge. “Ao dai” can be a good selection for female Vietnamese
exhibitors.

Speak English or another language slowly and clearly. For many European persons, the
Asian accent is difficult to understand. In order to make yourself understood properly by
foreign visitors, it would be advisable for you to hire Vietnamese students who study
overseas to assist you as translators during the fair.

Always keep the stand neat and tidy.
6.5
After the Trade Fair
The contacts you make during the trade fair are just the beginning of your efforts to build up
business relationships. In many cases a prospective customer has to be approached several
times before a business deal is concluded. A well-planned follow-up of the contacts made at
the fair will help you achieve your desired trade fair results. Right from the beginning you
should decide on how, when (how soon) and by whom (sales, sales force, representatives)
your initial trade fair contacts can be consolidated.
When you follow up with actual or potential customers who visited your booth, you should:



Send a note of thanks for their visit
Send all documents or quotations which were promised
Provide further information on the points in the customer record form


Arrange further appointments
Designate members of staff or the sales force to consolidate the initial contacts
Participating in a foreign trade fair is rather expensive; therefore exhibitors should optimize
their time by visiting some stores or importers immediately after the fair. Store visits are
useful to see what the current consumer trends are, what products are selling, and what trends
are declining. Visiting stores or importers will also be helpful for you to identify whether the
firm is a retail store or chain you can profitably sell your products to, whether they would be
interested in buying what you make and consequently whether it would be worth your time to
44
Export Marketing Guidelines for Vietnamese Craft Exporters
ask for an appointment with the firm’s purchasing department to show your products. Note
the differences between stores, and what each store claims as its competitive advantage and
how it tries to attract consumers. Look for the “feel” of the store, its personality, which
highlights its competitive advantage: the latest designs, “snob appeal”, low price, top quality
customer service; the store floor plan and product layout; how are products displayed; what is
the price level etc.
7
Export Documentation and Shipping
In order to ship your goods, you need to prepare your Export Documents for Customs
Declaration. According to the latest regulation from the Ministry of Finance, Vietnam, the
documents for exportation of handicrafts include:


Customs Declaration Form: 2 originals
Packing List: 1 original and 1 copy.
Depending on the contract with your buyers, you may be also requested to present a
Commercial Invoice, Phytosanitary Certificate and Inspection Certificate
The Customs Declaration Form includes a listing of the products shipped according to the
Harmonized System or HS codes. It includes complete particulars of the shipment. You can
buy it easily at the Customs Office in your area.
The Packing List and Commercial Invoice are to be prepared by the exporter. The
Phytosanitary Certificate will be issued by the Department of Plant Protection of the Ministry
of Agriculture and Rural Development.
When determining the best Way of International Shipment, you should check out with
forwarders and shipping companies in Vietnam (Appendix No.8) to find the best ones in terms
of the cost of shipment, delivery schedule, and preferences of the foreign buyer.
You should reserve space on the carrier well before the actual shipment date (this reservation
is called the booking contract). For inland transportation (from you factory to the port of
loading), you can ask your selected carrier/forwarder for help. They can arrange this inland
service or you can contract some trucking companies who are used to dealing with export
shipments.
45
Export Marketing Guidelines for Vietnamese Craft Exporters
Export shipments usually need to be insured against loss, damage, and delay in transit by
cargo insurance. For international shipments, the carrier's liability is frequently limited by
international agreements and the coverage is substantially different from domestic coverage.
Arrangements for cargo insurance may be made by either the buyer or the seller, depending
on the terms of sale. You are advised to consult with international insurance carriers or freight
forwarders for more information.
The Shipping Documents will be prepared by you and sent to your bank or your customer for
settlement depending on the terms of payment. The following shipping documents are
commonly used:

Bill of lading: Bills of lading are contracts between the owner of the goods and the carrier.
The customer usually needs the original or a copy as proof of ownership to take
possession of the goods. You should get a Clean Bill of Lading. In case of urgent delivery,
where you cannot send your original shipping document to your foreign customer on time,
you can request your shipping company to issue a Surrendered Bill of Lading for releasing
the cargo.

Commercial invoice: A commercial invoice should include basic information about the
transaction, including a description of the goods, the address of the shipper and seller, and
the delivery and payment terms.

Packing list: An export packing list itemizes the material in each individual package and
indicates the type of package: box, crate, drum, carton, and so on. It shows the individual
net, legal, tare, and gross weights and measurements for each package.

Certificate of origin (C/O): Certain nations require a signed statement as to the origin of
the export item - such certificates are obtained in Vietnam through the Vietnam Chamber
of Commerce and Industry (VCCI). However, in many cases, the buyer request a
Certificate of Origin issued by your company. By showing the C/O to the Customs upon
arrival in the importing country, your customer may be subject to tax exemption or tax
reduction depending on the Agreements between Vietnam and importing countries.
In some cases, you may need Inspection, Insurance, Fumigation and Phytosanitary
Certificates:

Inspection certification: Some purchasers and countries may require a certificate of
inspection attesting to the specifications of the goods shipped, usually performed by a
third party. Inspection certificates are often obtained from independent testing
organizations.

Insurance certificate: If the seller provides insurance, the insurance certificate states the
type and amount of coverage.
46
Export Marketing Guidelines for Vietnamese Craft Exporters

8
Phytosanitary Certificate/Fumigation Certificate: The document certifies that the
product is free from quarantine pests and significantly free from injurious pests. In
addition, treatments such as fumigation or cold storage, required by the importing country,
or those treatments which are necessary to meet pest free standards, are supervised by the
certifying official and document on the certificate.
Dealing with Claims
In some cases, you and your customers may fail to meet specific contract obligations leading
to losses for one of the parties and may not be able to settle that problem in a friendly way. In
such cases, arbitration should be considered.
Arbitration is an out-of-court method to settle commercial disputes through a binding
decision. It is a private, highly flexible method of dispute resolution, where the parties select
arbitrators, the place where the hearings will be held, the rules, language and type of
procedure. All this has a price, which is paid by the parties. In return they receive a decision
that can be enforced practically anywhere in the world.
The arbitration is different from a court case in four aspects: First, the arbitration agreement.
Courts are generally open to all parties that have a dispute. Arbitration is only open to parties
that have agreed (usually in a contract) to arbitrate. Second, the selection of arbitrators.
Parties in court cases do not select their own judges, but in arbitration, they select their own
arbitrators. Third, neutrality and flexibility. Imagine a dispute between a Vietnamese exporter
and an importer from Japan. A court dispute will probably be resolved before the courts of
Vietnam if the Japanese company is the claimant, and before the courts of Japan, if the
Vietnamese exporter initiates the proceedings. In arbitration, the parties can select, say, an
Egyptian or a Swiss arbitrator, and the arbitration can take place somewhere in between, Italy,
for example. Last, arbitration is international enforcement. The Vietnamese Exporter will not
easily be able to enforce a Vietnamese decision in Japan, and vice versa for the Japanese
party. In contrast, an arbitration award can be recognized by judges in most countries of the
world.
It should be noted that, for clause of claim, the applicable law should be always mentioned
clearly. For example, in an export contract, it is stipulated as follows: “If any dispute arises
under a contract that is not settled amicably between the two sides, the matter will be settled
by Vietnam International Arbitration Center in accordance with the International
Commercial Arbitration Rules whose awards shall be final and biding for both sides. The fee
for Arbitration and charges shall be born by the losing side unless otherwise agreed“
47
Export Marketing Guidelines for Vietnamese Craft Exporters
In Vietnam, the Vietnam International Arbitration Centre shall be responsible for the hearing
of the disputes arising from international economic relations, such as foreign trade contracts
and those concerning investment, tourism, international transport and insurance, transfer of
technology, services, international credits and payments, etc. For more information, assess its
website http://www.viac.org.vn/.
9
Appendices
Appendix No.1
H.S. Codes of selected Handicraft Articles
Appendix No.2
Major International Markets for Vietnamese Handicrafts
Appendix No.3
Trade Associations
Appendix No.4
National Statistic Offices in the EU, Japan and USA
Appendix No.5
Trade Journals and Trade Press
Appendix No.6
Chambers of Commerce & Trade Agencies
Appendix No.7
Trade Fairs
Appendix No.8
Major Freight Forwarders and Shipping Companies in
Vietnam
Appendix No. 9
Large Stores in the US, EU and Japan
Appendix No.10
Cultural Factors
Appendix No.11
Information Sources about Market Entry Requirements
Appendix No.12
List of Supporting Policies for Handicraft Exporters
Appendix No.13
References
48
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.1
H.S. Codes of selected Handicraft Articles
No.
Category
H.S. Codes
1
Bamboo, rattan,
4601.20
rush and leaf
Description
Mats, matting and screens of vegetable plaiting materials.
Basket ware, wickerwork and other articles made directly to shape from
plaiting materials or made up from goods of heading No 46.01; articles
of loofah
4602.10
Of vegetable material
4602.90
Made up from other plaited materials
6504.00
Hats and other headgear, plaited or made by assembling strips of any
material whether or not lined or trimmed.
2
Pottery
9401.50
Seats of cane, osier, bamboo, or similar materials
9403.80
Furniture of other materials (including bamboo)
6912.00
Ceramic tableware, kitchenware, other household articles and toilet
articles (other than porcelain or china).
6913.90
Statuettes and other ornamental ceramic articles (other than porcelain or
china).
3
Wood
6914.90
Other articles of ceramics
4414.00
Picture frame, photo frame, mirror frame and other similar ones
4419.00
Tableware and kitchenware, of wood.
Wood marquetry and inlaid wood; caskets and cases for jewellery or
cutlery, and similar articles, of wood; statuettes and other ornaments, of
wood, wooden articles of furniture not falling within the division 82:
4
Embroidery
4420.10
Statuettes and other ornaments of wood
4420.90
Wood marquetry and inlaid wood; caskets and cases for jewellery etc
4421.10
Clothes hangers of wood
4421.90
Other wooden products: beads, accessories for curtain, toothpicks...
9401.69
Seats with wooden frames
9403.60
Furniture, wooden, n.e.s.
580430
Lace, hand-made, in the piece, in strips or in motifs.
49
Export Marketing Guidelines for Vietnamese Craft Exporters
580500
Hand-woven tapestries, of the type Gobelins, Flanders, Aubusson,
Beauvais and the like, and needle-worked tapestries (e.g. petit point,
cross stitch), whether or not made up.
5
Textile
581010
Embroidery in the piece, in strips or in motifs: Without visible ground
581091
Other embroidery: Of cotton
581099
Other embroidery: Of other textile materials
4202.22
Handbags with outer surface of sheet of plastics or of textile materials
4202.32
Articles carried in pocket or handbag with outer surface sheet of plastic
or other textile
Carpets and other textile floor coverings, knotted, whether or not made
up:
5701.10
Of wool or fine animal hair
5701.90
Of other textile materials
Carpets and other textile floor coverings, woven, not tufted or flocked,
whether or not made up:
5702.10
"Kelem", "Schumacks", "Karamanie" and similar hand-woven rugs.
5702.20
Floor coverings of coconut fibers (coir)
5702.31
Carpets of wool or fine animal hair, of woven pile construction, not made
up, n.e.s
Other, of pile construction, made up:
5702.41
Of wool or fine animal hair
5702.49
Of other textile materials
Other, not of pile construction, made up:
5702.91
Of wool or fine animal hair
5702.99
Of other textile materials
5811.00
Quilted textile products in the piece, composed of one or more layers of
textile materials assembled with padding by stitching or otherwise, other
than embroidery of No. 58.10
Handkerchiefs
6213.10
Of silk or silk waste
6213.20
Of cotton
6213.90
Of other textile materials
Shawls, scarves, mufflers, mantillas, veils and the like
6214.10
Of silk or silk waste
50
Export Marketing Guidelines for Vietnamese Craft Exporters
6214.20
Of wool or fine animal hair
6214.90
Of other textile materials
Ties, bow ties and cravats
6215.10
Of silk or silk waste
6215.90
Of other textile materials
Bed linen, table linen, toilet linen and kitchen linen
6302.10
Of textile knitted or crocheted materials
6302.21
Of cotton, printed, not knitted
6302.31
Other bed linen of cotton
6302.51
Table linen of cotton, not knitted
6302.91
Other toilet and kitchen linen, of cotton
6302.92
Toilet and kitchen linen, of flax
6302.99
Toilet and kitchen linen of other textile materials
Other furnishing articles, excluding those of heading No. 94.04:
6
7
Metal
Handmade
6304.11
Bedspreads of textile materials, knitted or crocheted, n.e.s.
6304.19
Bedspreads of textile materials, not knitted or crocheted
6304.92
Furnishing articles of cotton, not knitted or crocheted
6304.99
Furnishing articles of other textile materials, not knitted or crocheted
6405.20
Footwear with uppers of textile materials n.e.s (e.g. alpargatas)
7326.11
Articles of iron or steel, forged or stamped, but not further worked, n.e.s.
8306.10
Bells, gongs and the like, non-electric, and parts thereof, of base metal
8306.21
Statuettes and other ornaments plated with precious metal
8306.29
Other statuettes and other ornaments
8306.30
Photograph, picture or similar frames and mirrors of base metal
9401.79
Seats with metal frames, n.e.s., other than those of heading No 94.02
9403.20
Furniture, metal
9606.22
Button of base metal, not covered with textile material
4802.10
Hand-made paper and paper board
paper
8
Various animal,
mineral
Worked monumental and building stone:
6802.91
materials
(Stone, glass,
Marble, travertine and alabaster and articles thereof, molded, turned,
polished, decorated, carved or otherwise worked.
6802.92
Calcareous stones
51
Export Marketing Guidelines for Vietnamese Craft Exporters
bone, horn,
6802.93
Granite
shells, etc., or
6802.99
Other
combination)
Glass beads, imitation pearls, imitation precious or semi-precious stones
and similar glass small wares, and articles thereof (other than imitation
jewellery); glass eyes (other than prosthetic articles); ornaments and
other fancy articles of lamp-worked glass (other than imitation
jewellery); glass micro spheres not exceeding 1 mm in diameter:
7018.10
Glass beads, imitation pearls, imitation precious or semi-precious stones
and similar glass small wares
7018.90
Other
Worked ivory, bone, tortoise-shell, horn, antlers, coral, mother-of-pearl
and other animal carving material, and articles of these materials
(including articles obtained by moulding):
9601.10
Worked ivory and articles of ivory
9601.90
Other
9606.29
Buttons, n.e.s.
9614.20
Smoking pipes and pipe bowls
9615.19
Combs, hair-slides and the like of materials other than hard rubber or
plastics
9
Extra
9615.90
Hairpins, curling pins, hair-curlers and the like, n.e.s.
9307.00
Side-arms (e.g. swords, cutlasses and bayonets) and parts thereof and
Categories
scabbards and sheaths thereof.
3406.00
Candles, tapers and the like
Festive, carnival or other entertainment articles (including conjuring
tricks and novelty jokes)
9505.10
Articles for Christmas festivities
9505.90
Other
Artificial flowers, foliage, fruit and parts thereof; articles made of
artificial flowers, foliage or fruit:
6702.90
Of material other than plastics
Jewellery and gold/silversmith wares
Articles of jewellery and parts thereof, of precious metal or of metal clad
with precious metal:
7113.11
Of silver whether or not plated or clad with other precious metal
52
Export Marketing Guidelines for Vietnamese Craft Exporters
7113.19
Of other precious metal whether or not plated or clad with precious metal
7113.20
Of base metal clad with precious metal
Articles of goldsmiths' or silversmiths' wares and parts thereof, of
precious metal or of metal clad with precious metal:
7114.11
Of silver, whether or not plated or clad with other precious metal
7114.19
Of other precious metal, whether or not plated of clad with precious
metal
7114.20
Of base metal clad with precious metal
7115.90
Articles of precious metal or of metal clad with precious metal, n.e.s.
Articles of natural or cultured pearls, precious or semi-precious stones
(natural, synthetic or reconstructed):
7116.10
Of natural or cultured pearls
7116.20
Of precious or semi-precious stones (natural, synthetic or reconstructed)
Imitation jewellery:
7117.11
Cuff links and stud of base metal whether or not plated with precious
metal
7117.19
Other imitation jewellery of base metal whether or not plated with
precious metal
7117.90
Other imitation jewellery
Musical instruments
9206.00
Percussion musical instruments (e.g. drums, xylophones, cymbals,
castanets).
Toys
Dolls representing only human beings:
9502.10
Dolls, whether or not dressed
9502.91
Garments and accessories therefore, footwear and headgear
9502.99
Other parts and accessories n.e.s.
Other toys:
9503.30
Construction sets and constructional toys, n.e.s.
9503.41
Stuffed toys representing animals or non-human creatures
9503.49
Toys n.e.s. representing animals or non-human creatures
9503.50
Toy musical instruments and apparatus
9503.60
Puzzles
53
Export Marketing Guidelines for Vietnamese Craft Exporters
10
Works of Art
9706.00
Antiques of an age exceeding one hundred years
9704.00
Postage or revenue stamps, stamp-postmarks, first-day covers, postal
stationary (stamped paper), and the like, used, or if unused not of current
or new issue in the country to which they are destined
9705.00
Collections and collectors’ pieces of zoological, botanical, mineralogical,
botanical, historical, archaeological, palaentological, ethnographic or
numismatic interest
Painting and Prints
Paintings, drawings and pastels, executed entirely by hand, other than
hand-painted or hand-decorated manufactured articles; collages and
similar decorative plaques:
9701.10
Paintings, drawings and pastels
9701.90
Other
9702.00
Original engravings, prints and lithographs
Photography
Other printed matter, including printed pictures and photographs:
4911.91
Pictures, designs and photographs
Sculpture
9703.00
Original sculptures and statuary, in any material.
54
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.2
Major International Markets for Vietnamese Handicrafts
Total exports of Vietnamese handicrafts articles to major international markets
(in 1,000 US$)
No
Country
1999
2000
2001
2002
2003
Total
(5 years)
1
Japan
109,355
122,850
137,837
133,118
150,945
654,106
2
France
43,089
59,703
71,483
79,773
96,943
350,990
3
Germany
38,081
58,791
67,385
67,512
95,698
327,466
4
United Kingdom
35,586
49,502
62,518
73,339
83,021
303,966
5
Taiwan
57,470
53,829
65,309
48,998
42,945
268,551
6
United States
6,507
14,870
24,293
50,444
124,252
220,366
7
Korea, Republic of
18,535
23,589
25,349
29,999
33,182
130,653
8
Netherlands
20,316
23,493
22,955
27,238
39,989
133,991
9
Italy
11,695
13,265
16,371
22,789
36,735
100,856
10
Australia
8,018
9,793
13,706
21,965
34,812
88,295
Export markets for wooden handicrafts
(in 1,000 US$)
Country
No.
Year
Total
Change
1999
2000
2001
2002
2003 (5 years)
(%)
Total
152,152
157,527
213,703
209,711
384,140 1,117,233
152%
1 Japan
48,279
40,143
50,095
47,341
62,102
247,960
29%
2 Taiwan
28,304
26,350
35,565
26,617
21,547
138,383
-24%
3,048
8,821
14,891
23,091
69,258
119,109
2172%
12,405
14,370
17,594
23,489
41,631
109,489
236%
5 France
5,650
8,233
13,809
13,425
30,753
71,870
444%
6 Korea, Republic of
8,747
10,325
11,583
15,898
17,066
63,619
95%
7 Germany
4,651
6,261
6,384
5,054
21,448
43,798
361%
8 Netherlands
3,747
4,635
6,190
4,831
15,354
34,757
310%
9 Australia
2,689
3,566
4,829
7,821
14,169
33,074
427%
10 Spain
1,405
3,551
3,883
3,213
17,504
29,556
1146%
3 United States
4 United Kingdom
55
Export Marketing Guidelines for Vietnamese Craft Exporters
Export markets for handicrafts made of bamboo, rattan, sea-grass, leafs...
(in 1,000 US$)
Year
No Country
Total
1999
2000
2001
2002
Total
62,499
78,730
95,878
113,379
142,673
493,159
128%
1 Japan
9,337
13,159
17,568
24,078
23,952
88,094
157%
14,443
12,720
13,377
10,631
10,462
61,633
-28%
3 Germany
2,881
4,488
5,129
7,890
13,241
33,629
360%
4 France
3,552
5,166
6,151
6,603
8,105
29,577
128%
5 Korea, Republic of
4,427
5,906
5,691
4,252
4,380
24,656
-1%
6 Spain
2,721
3,625
4,813
5,081
6,074
22,314
123%
7 United States
572
1,686
2,596
5,014
10,366
20,234
1712%
8 United Kingdom
987
2,736
3,228
4,372
7,449
18,772
655%
9 Italy
1,898
1,917
2,988
3,944
5,023
15,770
165%
10 Netherlands
1,791
1,415
2,058
3,390
5,536
14,190
209%
817
2,375
3,087
3,047
4,440
13,766
443%
2,016
2,584
2,086
2,693
2,655
12,034
32%
391
637
962
1,959
2,843
6,792
627%
1,161
1,030
611
1,509
1,312
5,623
13%
145
462
841
2,177
1,810
5,435
1148%
15,360
18,824
24,692
26,738
35,025
120,639
128%
2 Taiwan
11 Belgium
12 Singapore
13 Australia
14 China
15 Canada
16 Others
2003 (5 years)
Change
(%)
Export markets for ceramics
(in 1,000 US$)
Year
No. Country
Total
Change
1999
2000
2001
2002
2003
5 years
(%)
Total
67,414
108,393
116,715
120,002
132,829
545,353
97%
1 Germany
9,836
20,631
24,035
19,752
25,943
100,197
164%
2 United Kingdom
5,605
12,667
14,112
12,186
13,850
58,420
147%
3 France
6,330
10,030
11,129
12,172
12,228
51,889
93%
4 Netherlands
7,345
13,708
10,465
10,391
9,068
50,977
23%
5 United States
2,246
3,744
5,488
10,318
14,796
36,592
559%
6 Japan
3,436
5,255
5,764
8,526
9,312
32,293
171%
7 Australia
4,019
3,722
4,569
6,940
10,141
29,391
152%
56
Export Marketing Guidelines for Vietnamese Craft Exporters
Korea, Republic
8 of
3,660
5,909
5,729
3,812
2,169
21,279
-41%
9 Belgium
2,414
4,081
4,241
3,149
3,329
17,214
38%
10 Singapore
2,266
2,453
3,670
4,104
1,259
13,752
-44%
11 Canada
1,192
2,497
2,835
2,833
3,605
12,962
202%
12 Italy
1,293
1,817
2,039
2,203
2,446
9,798
89%
13 Taiwan
2,121
2,108
1,968
1,648
1,385
9,230
-35%
14 Spain
413
738
884
1,782
2,483
6,300
501%
15 China
15
-
40
53
112
220
647%
16 Others
15,223
19,033
19,749
20,132
20,701
94,838
36%
Export markets for embroidery and lace
(in 1,000 US$)
Year
No. Country
Total
1 Korea, Republic of
Total
Change
2003 (5 years)
(%)
1999
2000
2001
2002
1,066
69
824
2,765
974
5,698
-9%
137
-
23
821
422
1,403
208%
0
679
7
686
2 United Kingdom
3 Italy
251
-
254
76
38
619
-85%
4 Japan
75
-
68
127
123
393
64%
5 France
38
-
74
60
142
314
274%
6 Spain
50
51
73
174
7 China
33
39
-
72
6
28
4
65
9 Singapore
2
53
55
10 United States
5
7
12
8
-
11
2
5
8
5
-
5
8 Taiwan
11 Germany
27
-
3
12 Australia
1
13 Netherlands
14 Belgium
0
15 Canada
0
16 Other
535
69
315
863
101
1,883
-85%
-81%
57
Export Marketing Guidelines for Vietnamese Craft Exporters
Export markets for textile products
(in 1,000 US$)
Year
No. Country
Total
Change
2003 (5 years)
(%)
1999
2000
2001
2002
Total
113,460
126,766
141,021
168,970
162,862
713,079
44%
1 Japan
32,601
53,536
52,594
38,291
37,550
214,572
15%
2 Germany
13,170
9,860
16,549
25,851
24,392
89,822
85%
8,970
13,238
13,876
22,366
12,770
71,220
42%
4 France
11,929
10,659
11,000
13,514
12,302
59,404
3%
5 Taiwan
10,255
11,416
12,218
8,381
6,958
49,228
-32%
6,435
3,439
5,025
8,952
15,090
38,941
134%
47
-
414
7,921
19,606
27,988
41615%
8 Netherlands
6,347
2,999
3,580
7,499
6,844
27,269
8%
9 Belgium
3,942
2,801
4,148
4,360
3,511
18,762
-11%
964
803
1,497
2,971
3,427
9,662
255%
11 Spain
1,648
1,292
1,956
2,362
2,250
9,508
37%
12 Canada
2,083
1,229
979
1,888
1,980
8,159
-5%
475
489
725
696
939
3,324
98%
1,097
-
314
284
574
2,269
-48%
15 China
66
-
25
81
70
242
6%
16 Other
13,431
15,005
16,122
23,553
14,598
82,709
9%
Total
Change
2003 (5 years)
(%)
3 United Kingdom
6 Italy
7 United States
10 Korea, Republic of
13 Australia
14 Singapore
Export markets for metal arts
(in 1,000 US$)
Year
No. Country
1999
2000
2001
2002
Total
2,723
1,020
4,850
8,836
19,029
36,458
599%
1 France
27
-
843
1,171
4,565
6,606
16807%
2 United States
30
-
105
1,349
3,544
5,028
11713%
3 United Kingdom
796
606
1,007
843
670
3,922
-16%
4 China
817
-
742
1,118
1,022
3,699
25%
24
-
195
625
2,281
3,125
9404%
4
-
626
488
1,890
3,008
47150%
856
240
405
407
503
2,411
-41%
5 Netherlands
6 Belgium
7 Taiwan
58
Export Marketing Guidelines for Vietnamese Craft Exporters
8 Germany
-
174
335
391
1,341
2,241
9 Japan
5
-
53
555
116
729
2220%
10 Italy
8
-
136
232
339
715
4138%
50
281
331
11 Spain
12 Australia
13 Singapore
112
-
90
36
23
261
-79%
3
-
82
97
69
251
2200%
9
48
140
197
16
52
113
181
206
1,375
2,133
3,755
5102%
Total
Change
(%)
14 Korea, Republic of
15 Canada
16 Others
41
-
Export markets for stone arts, horn and other products
(in 1,000 US$)
Year
No. Countries
1999
2000
2001
2002
2003 (5 years)
Total
3,901
1,140
2,378
5,893
9,453
22,765
142%
1 Japan
1,565
451
1,110
1,480
2,604
7,210
66%
340
2,196
2,113
4,677
7446%
2 Italy
28
3 Taiwan
570
282
247
523
1,053
2,675
85%
4 Korea, Republic of
314
190
109
303
883
1,799
181%
46
304
234
612
736%
3
17
474
504
4640%
27
159
242
462
612%
16
34
289
366
970%
33
72
110
320
5%
11
57
148
225
1544%
5 Belgium
28
6 Australia
10
7 United States
34
8 Germany
27
9 Singapore
105
10 United Kingdom
9
-
-
-
11 Netherlands
46
16
62
98
222
113%
12 France
74
2
22
71
169
-4%
13 Canada
13
9
6
18
46
38%
13
15
8
36
17
17
34
625
1,090
3,406
14 China
15 Spain
16 Others
1,078
217
396
1%
59
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.3
Trade Associations
JAPAN
IDAFIJ (Furniture Industry) http://idafij.com/IDAFIJ/index.html
JHI (Housewares Importers) http://www.jhi.co.jp/english/english.htm
Japan Jewelry Association http://www.jja.ne.jp/english/index.htm
Japan DIY Industry Association http://www.diy.or.jp/english/index.html
Association for the Promotion of Traditional Craft Industries.
http://www.kougei.or.jp/english/
GERMANY
National Association of Gifts Articles and Home Accessories: www.bkg.org
Association of German Ceramic Manufacturers: www.keramverband.de
National association of Candle Makers: www.kerzenverband.de
UNITED KINGDOM
Giftware Association: www.ga-uk.org
Crafts Council England: www.craftscouncil.org.uk
FRANCE
Confederation of Ceramic Industries of France: ceramique@wanadoo.fr
French Federation of Jewelry, Silverwares, Diamonds, Gems & Pearls:
www.bjo-france.com
Business Gifts Professional Union: www.syprocaf.fr
National Wood Federation: www.fnbois.com
ITALY
National Confederation for the Craft Sector and Small and Medium Enterprises:
www.cna.itAssociation of candle makers: www.assocandele.it
Association of Glass & Ceramic Dealers: ww.assoceramvetro.it
THE
Vereniging GEBRA: www.gebra.nl
NETHERLANDS
Stichting Max Havelaar: www.maxhavelaar.nl
Fair Trade Organisation: www.fairtrade.nl
UNITED STATES OF
National Craft Association: www.craftassoc.com
AMERICA
American Craft Council: www.craftcouncil.org
Crafts Center at CHF International: www.craftscenter.org
CANADA
Ontario Crafts Council: www.craft.on.ca
Canadian Gift and Tableware Association: www.cgta.org
INDIA
Export Promotion Council For Handicraft: www.epch.com
AUSTRALIA
Craft Australia: www.craftaus.com.au
ASEAN
ASEAN Handicraft Promotion and Development Association: www.ahpada.com
TAIWAN
Taiwan Gift and Houseware Exporters' Association (TGHEA): www.gift.com.tw
THAILAND
Northern Handicrafts Manufacturers and Exporters' Association: www.nohmex.com
VIETNAM
Vietnam Handicraft Research and Promotion Center: www.hrpc.com.vn
60
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.4
National Statistic Offices in the EU, Japan and USA
AUSTRIA
Osterreichisches Statistisches Zentralamt: www.statistik.at
BELGIUM
Institut National de Statistique: www.statbel.fgov.be
DENMARK
Danmarks Statistik: www.dst.dk
FINLAND
Tilastokeskus - Statistics Finland: www.stat.fi
FRANCE
Institut National de la Statistique et des Etudes Economique: www.insee.fr
GERMANY
Statistisches Bundesamt: www-ec.statistik-bund.de
GREECE
NSSG - National Statistical Service of Greece: www.statistics.gr
IRELAND
Central Statistics Office: www.cso.ie
ITALY
ISTAT - Instituto Nazionale di Statistica: www.istat.it
JAPAN
Japan Statistics Bureau & Statistics Center www.stat.go.jp/english/index.htm
NETHERLANDS
CBS - Centraal Bureau voor de Statistiek: www.statline.cbs.nl
NORWAY
Statistisk Sentralbyra: www.ssb.no
PORTUGAL
INE - Instituto National de Estatistica: www.ine.pt
SPAIN
INE - Instituto National de Estadistica: www.ine.es
SWEDEN
Statistiska Centralbyran: www.scb.se
SWITZERLAND
Bundesamt fur Statistik: www.statistik.admin.ch
UNITED KINGDOM
ONS - Office for National Statistics: www.statistics.gov.uk
USA
STAT-USA, U.S. Department of Commerce: www.stat-usa.gov
61
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.5
Trade Journals and Trade Press
US market
http://www.homeaccentstoday.com/
The information source for the home accent industry
http://www.accessorymerchandising.net/
The retailer’s choice for fashion, trends and product news
(for accessory)
http://www.furniturestyle.com/
The retailer’s choice for fashion, trends and product news
(for furniture)
http://www.hfnmag.com/
The news weekly of home products retailing (for all kinds
of home products)
http://www.hometextilestoday.com/
The online fashion and business news source for the home
textiles industry
http://www.furnituretoday.com/
The weekly business newspaper of the furniture industry
http://ldbinteriortextiles.com/topnav_test.htm
News and trends in the industry
EU market
GERMANY
Schöner Wohnen
www.livingathome.de
Living and interior decoration
Stil & Markt
ww.meisenbach.de
Gifts, table- and houseware, lifestyle
Das Haus
www.haus.de
Interior decoration, garden
Wohnidee - Wohnen und Leben
www.wohnidee.de
Interior decoration, gifts
Elle Decoration
www.elle.de
Fashion, culture
UNITED KINGDOM
Tableware International
www.dmgworldmedia.com
Houseware, tableware, gifts
English Homes
www.international-homes.com
Home and lifestyle
The English home
www.theenglishhome.co.uk
Interior design and decoration
FRANCE
Art & Decoration
www.art-decoration.fr
Decoration, hobby and art
Cuisines & Bains
www.cuisinebain.com
Kitchen and bathing
62
Export Marketing Guidelines for Vietnamese Craft Exporters
Elle Decoration France
www.elle.fr
Fashion, beauty, interior decoration,
home
ITALY
Elle decor
www.elle.it
Fashion, beauty, interior decoration,
home
Spazio Casa
www.spazio-casa.it
Style, interior decoration, home
THE NETHERLANDS
Eigen huis & interieur
www.vtwonen.nl
Living, home decoration
Ariadne at home
www.ariadneathome.nl/
Living, home decoration
Home & garden
www.homeandgarden.nl
Garden and home decoration
SPAIN
Casa diez
www.casadiez.wanadoo.es/
Home decoration
Asian market
AUSTRALIA
Australian
Country
Craft
&
www.expresspublications.com.au
Decorating
TAIWAN
Pottery in Australia
www.ozemail.com.au/~potinaus
Australian Giftguide Magazine
www.intermedia.com.au
House of Living Art
www.hola.com.tw/
You can refer to many other useful magazines like: Cosmopolitan, Home Décor, Australian
Home Beautiful, Luxury Home Design, House & Garden, Ethan Allen, Mark & Spencer
Home, Vogue Living, Wallpaper, Architect, Sunset Magazine, Country Home, Furniture
Style, Residential Lighting, East Bay Home & Design...
Other websites with information on market trends:
Reference for furniture and accessories designs
Modern designs, a wide range of products, European
www.habitat.net/uk/main_uk.htm
taste
www.gloster.com/home.php
www.chaplins.co.uk
www.homedepot.com
www.global-furniture.uk.com
Suppliers and importers of home furniture and
www.ibolili.com
63
Export Marketing Guidelines for Vietnamese Craft Exporters
accessories
www.viamotif.com
www.furniture-cni.com
www.palecek.com
Japanese style in home decoration
www.tatamiroom.com
Useful magazines and materials for understanding lifestyle in America
Name
Information
ELLE DECORATION
Life style decoration magazine which has been sold in 18 countries,
understanding market trend in the world
Home living magazine edited by Martha Stewart who is a charismatic
MARTHA STEWART Living
designer, simple and functional sense
REAL SIMPLE
Life style magazine which has been targeted "Simple design", supported by
ordinal American people
HOME
Life style magazine which can provide various useful information / idea,
useful for analyzing life style
Domino
Magazine for shopping, showing inquiry address by each products, useful
for analyzing strong seller products
INSIDE OUT
Home decoration magazine for people who living in city area, for
understanding of interior design trend
THE WORLD OF
Interior magazine which has been targeted classical design, targeted to old
INTERIORS
generation
WILLIAM-SONOMA
Famous kitchenware store, available catalogue sales, useful for analyzing
general life style in USA
POTTERYBARN
Famous Home interior design shop, management by William Sonoma,
useful for analyzing interior design trend
West elm
Sense oriented home interior shop, supported by all generations, useful for
analyzing life style in city area
RESTORATION
Famous Home interior design shop, useful for analyzing contemporary life
HARDWARE
style
BO concept
Europe taste Interior furniture shop, useful for analyzing life style of
younger elite people.
IKEA
Home related products chain store, useful for analyzing life style of ordinal
people in USA.
The Container Store
Specialty chain store selling all container products, useful for analyzing
ordinal life style in USA
Interior product store which is selling low price products, useful for
Crate & Barrel
analyzing general interior products trend
Not Neutral
Catalogue published by product design company in LA, can see design
64
Export Marketing Guidelines for Vietnamese Craft Exporters
trend in USA
NATUZZI
Leather sofa products manufactured by Italian company, very popular in
USA
The land of Nod
Interior catalogue for Kids, useful for analyzing general design trend
FRONTGATE
Catalogue sales for garden interior products, classical design
Grandinroad
Catalogue sales for garden interior products, classical design
Splash
Catalogue sales for pool, garden related products
Accessory Merchandising
Material which was delivered in Gift show, can get information of
exhibitors
Home fashion & FURNITURE
Materials which was delivered in Gift show
TREND
Food & Mood
Trendy restaurant information magazine
ELLE
Readers are fashion oriented women, urban trend fashion magazine
Harper's BAZAR
This magazine is showing fashion trend, designer's trend
In Style
Fashion sense is not so high, but for general customers
Lucky
Magazine for shopping, showing inquiry address by each products, useful
for analyzing strong seller products
Neiman Marcus
Catalogue sales of high prestige department store, for fashion oriented rich
women
NORDSTROM
Catalogue sales of department store which is targeted customer satisfaction
No1,
COACH
Bag catalogue for working women, useful for analyzing price point of
leather products
ANTHROPOLOGIE
Proposal type life style store for 20-30 years old generation, useful for
analyzing product trend for young
CHICO'S
Catalogue sales chain store for Mrs generation, not so high grade but
increasing demands
TIFFANY & CO.
The most famous jewellery shop in US, simple design
NIKE
Sports wear company, can see trend of sport wear
BOSTON PROPER
Catalogue sales for targeting Mrs generation, can see overall product trend
Brooks Brothers
Traditional American fashion wear store, useful for fabric analyzing
J.CREW
Casual wear chain store in USA, is supported by younger generation in
USA
WOOLRICH
Casual wear catalogue sales of American country wear, not so fashionable.
PAUL FREDRICK
Catalogue sales of men's ware, not so related fashion, but useful for
analyzing price point
Dickies
Catalogue sales of working wear, popular in Japan as a casual wear
65
Export Marketing Guidelines for Vietnamese Craft Exporters
LAND'S END
Catalogue sales of casual wear, not so fashionable but can see general life
style in USA
L.L.Bean
The biggest catalogue sales of outdoor products, can see outdoor style in
USA
REI
Catalogue sales of specialty outdoor products
Pataginia
Specialty outdoor products store, famous for protection of natural
environment policy
Baby style
Catalogue sales of baby wear and maternity wear
TEXTILE report
Magazine for future article of colour trend and textile trend in 2006
COLLEZIONI TRENDS
Trend forecast magazine in 2006
PREMIERE VISION
Colour trend forecast include colour sample in 2006
66
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.6
Chambers of Commerce & Trade Agencies
INTERNATIONAL
International Chamber of Commerce: www.iccwbo.org
International Trade Centre UNCTAD/ WTO: www.intracen.org
AUSTRIA
Austria Federal Economic Chamber: www.wko.at
BELGIUM
Belgian Chambers of Commerce: www.fedcci.be
DENMARK
The Danish Import Promotion Office for products: www.commerce.dk
FINLAND
The Central Chamber of Commerce of Finland: www.keskukauppakamari.fi
FRANCE
Federation of French Chambers of Commerce: www.cci.fr
Coleacp: www.coleacp.org
GERMANY
Federal Office of Foreign Trade Information, Germany: www.bfai.de
German Chambers of Industry and Commerce: www.diht.de
GREECE
Athens Chamber of Commerce and Industry (ACCI): www.acci.gr
IRELAND
Chambers of Commerce of Ireland: www.chambersireland.ie
ITALY
Italian Union of Chambers of Commerce: www.unioncamere.it
ICE - National Institute for Foreign Trade: www.ice.it
JAPAN
Japan External Trade Organization: www.jetro.go.jp/
NETHERLANDS
CBI: www.cbi.nl
Netherlands Chamber of Commerce: www.kvk.nl
NORWAY
Chamber of Commerce: www.chamber.no
PORTUGAL
Portuguese Chamber of Commerce: www.port-chambers.com
SPAIN
Spanish Chamber of Commerce: www.camerdata.es
SWEDEN
Chamber of Commerce: www.chamber.se
SWITZERLAND
SIPPO (Swiss Office for Trade Promotion): www.sippo.ch
U. KINGDOM
www.britishchambers.org.uk
USA
U.S. Department of Commerce: www.usatrade.gov
Vietnam’s Trade Agencies in Foreign Countries
No
Country
Address
Contact
1
Argentina
11 De Septiembre 1442 Capital
Tel:5411- 4783 1802
Federal Argentina
Fax:5411- 4899 1819
797 Bourke St. Redfern
Tel:612-
Sydney, NSW 2016 Australia
Fax:612- 93101929
2
Australia
93101872
tvuvn@ihug.com.au
67
Export Marketing Guidelines for Vietnamese Craft Exporters
3
Belgium
Av. Bel Air, 29
Tel:32-2 343 62 95
1180 Bruxelles
Fax:32-2 347 03 35
canh.côong@worldonline.be
4
Bulgaria
Sofia 1113, Iuri Gagarin Str.,
Tel:359-2 963 31 82/ 971 45 97
Block 154A, Ap.3 – Bungaria
Fax:359-2 963 31 73
(1)
vietor@inet.bg
(2) trungthuc@mail.ru
5
Canada
153 Gilmour street, Ottawa, Ontario,
Tel:1613- 2373816
K2P 0N8-Canada
Fax:1613- 2373858
vinatrade@earthlink.net
6
Cambodia
67, Samdech Pan (ex. 214 st.) Phnom
Tel:85512- 852 533
Penh, Cambodia
Fax:85523- 362 682
tvcpc@camnet.com.kh
7
8
China
Cuba
32 Guang Hua Lu
Tel:8610- 65325415
Jian Guo Men Wai-Beijing
Fax:8610- 65325415/65325720
Post Code : 100600
vinaemba@mailhost.cinet.com.cn
Cable16 # 514 E/S ta, 7mn Miramar
Tel:537- 241525
– Lahabana
Fax:537- 2453333
vinacom@ceniai.inf.cu
9
Czech-Slovakia
Step¸nsk¸ 4/534, 12 00 Praha 2
Tel:4202. 24942135
Fax:4202. 24942132
voquivan@volny.cz
10
Egypt
23, Kambez street
Tel:202- 3485721
Dokki - Giza – Cairo. A.R.E
Fax:202- 3485721
ndt@intouch.com
11
France
44,
Avenue
de
Madrid
92.200
Neuilly Sur Seine
Tel:331- 46248577/46248078
Fax:331 -46241258
secovif@wanadoo.fr
12
Germany
Burohaus Storkower Str. 158/109
Tel:49-30-2298198/2292374
10407 BERLIN
Fax:49-30-2291812/2292374
doan.tvberlin@t-onlin.de
13
14
Hongkong
Hungary
17/F., Golden Star Building
852- 2529 3721
20, Lockhart Road, Hongkong
Fax:852- 2865 7573
Cable : VINACOR HONGKONG
vinacorhk@ctimail3.com
1068 Budapest VI
Tel:36-1 352 7956
Benczór utca 18.
Fax:36-1 343 3836
Hunggary
commer@elender.hu
68
Export Marketing Guidelines for Vietnamese Craft Exporters
15
India
17, Kautilya Marg, Chanakyapuri
Tel:9111-3012123
New Delhi - 110 021
Fax:9111-3017714
sqdelhi@del3.vsnl.net.in
16
17
18
Indonesia
Iraq
Iran
25, JL. Teuku Umar Jakarta
Tel:62- 21 3100359
Indonesia
Fax:62- 21 3100359
AL Mansour-
Tel:9641- 5439510
71/7/17 Dauodi Str., Baghdad – Iraq
Fax:9641- 5411388
180 Lavasani str., Tehran – Iran
Tel:9821- 2293530
Fax:9821- 2830876
19
Italia
dinh@www.dci.co.ir
Tel:390- 684 13913
Via, Po, 22, 00 198 Roma
Fax:390- 684 140 72
thuongvu@tin.it
20
21
22
Korea Rep.
Kuwait
Japan
Rm 401, Byuksong Bldg. 13/3/4
Tel:822- 322 3660
Changchon-dong
Fax:822- 322 3770
Mapo-gu, Seoul, Korea
tmanhhung@hotmail.com
P.O. Box 425. Saimiya
Tel:965- 5615977 Fax:965- 5645305
Kuwait
tvvnkw@hotmail.com
50-11, Motoyoyogi-cho
Tel:813-3466-3315/3436
Shibuya-ku Tokyo 151-0062
Fax:813-3466-3360
vntrade@coconet.ne.jp
23
Malaysia
No 4 Pesiaran stonor
Tel:603- 2414692
50450 Kuala Lumpur, Malaysia
Fax:603- 2414696
thongtr@tm.net.my
24
25
26
27
Myanmar
Laos
Philippines
Poland
15 (F), Thantaman Str., Dagon
Tel/Fax:95-1-228376
Township, Yangon, Myanmar
vinemb.myr@mptmail.net.mm
76-Sisangvone Road
Tel:856- 21 413410
Bane Naxay, Vientiane-Laos
Fax:856- 21 413115
Unit 3B, LPL Center, 130 Alfaro st,,
Tel:632- 813 4048
Salcedo
Fax:632- 750 0161
Village,
Makati
City,
Philippines
haoplp@surfshop.net.ph
Ul, Polna 48 M. 21
Tel:48-22 825 81 63
00-644 Warszawa
Fax:48-22 825 81 06
tvu@frico2.onet.pl
28
Romania
B-dul lancu de Hunedoara nr.66 Bl.
Mobil:094577710
12B, Sc. B, Et. 4, Ap.46-49
Fax:401 -2113738
Sector
1, Bucuresti
29
Russia
No
30-1st
YAMSKAYA
TVERSKAYA
Str,
Moscow
Tel:7095- 251 22 85/250 08 48
Fax:7095- 250 05 34
69
Export Marketing Guidelines for Vietnamese Craft Exporters
30
Singapore
125047
vietor@online.ru
No.10, Leedon Park
Tel:65 4683747
Singapore 267887
Fax:65 4670458
vntrade@singnet.com.sg
31
Sweden
Upplandsgatan 38 5th Floor 11328
Tel:468 - 322666
Stockholm Sweden
Fax:468- 321580
tvus@hotmail.com
32
Switzerland
18A, ch. Francois-Lehmann
Tel:4122- 7982485
1218-Le Grand Saconnex
Fax:4122- 7980724
Geneva (Suisse)
bvcuong@hotmail.com
7, ch, Taverney
Tel:4122- 7887023
128-Le Grand Saconnex
Fax:4122- 7887024
Geneva (Suisse)
33
South Africa
479 Lukas Str., Lukasrand Pretoria
Tel:27-12 343 7673
Rep.
0181, The Republic of South Africa
Fax:27-12 343 2110
vnto@worldonline.cc.za
34
35
Taiwan
Thailand
3F., No. 65, SUNG CHIANG Road,
Tel:8862- 25166626
TAIPEI, TAIWAN
Fax:8862- 2504 1761/2516 6625
83/1 Wireless Road Bangkok
Tel:662-6508 454
10330, Thai Lan
Fax: 662- 2526 950
tvvnbkk@anet.net.th
36
Turkey
Istanbul Turkey
Tel:90212-2748 009
Gayrettepe Besiktas, Hattat Halim
Mobile 090 5357 687 094
Sok 17.D3
Fax:90212-2747881
vuvanqui@hotmail.com
37
38
U.K
Ukraine
12-14 Victoria Road London W8
Tel:44-020 793 731 74
5RD
Fax:44- 020 793 846 25
Ukraine, 01011, Kiev
Tel:380-44
294 8116
Leskova Str. 5
Fax:380-44
294 8116
tradevn@dsqvn.kiev.ua
39
U.S.A
1730 M ST, Suite 501, NW. Wahing
Tel:202-463-9425
ton DC. 20036
Fax:202-463-9439
vinatrade@aol.com
40
Uzbekistan
Tashkent, 700060
Tel:371- 1339673/1338817
Nukus str., 16-7
Fax:371- 1339673
phong@naytov.com
70
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.7
Trade Fairs
A) Databases of International Trade Fairs
AUMA – Association of German trade fair organizers
www.auma.de
Comprehensive database with search-engine for trade fairs worldwide, including trade fair
calendar, detailed search filter and basic information on each trade fair. Free of charge.
Trade Show News Network
www.tsnn.com
Database with listings of trade fairs world-wide. Search filters include product group, country,
trade fair name and keyword. Free of charge.
Exhibitions-World
www.exhibitions-world.com
Database with listings of trade fairs worldwide, including trade fair news. Registration is free
of charge.
Eventsource
www.eventsource.com
Contains a database of 55,000 trade shows, events and seminars.
Expo Base
www.expobase.com
Offers a multilingual directory of 15,000 trade fairs and over 25,000 service providers
Trade Show Centre
www.tscentral.com
Covers 20,000 trade shows, 35,000 conferences and seminar and 500 vendors.
71
Export Marketing Guidelines for Vietnamese Craft Exporters
B) Handicraft Trade Fairs
EU market
GERMANY
Ambiente (February)
www.ambiente-frankfurt.de
Table art, kitchen and housewares, gourmet
shop, table decoration and
accessories, interior design, giftware,
jewelry, accessories.
Tendency (August)
www.tendence-frankfurt.de
Table art, kitchen and housewares, gourmet
shop, table decoration and
accessories, interior design, giftware,
jewelry, paper ware, perfume, accessories.
Heimtextil (January)
www.heimtextil-frankfurt.de
Specialised trade fair for home textiles
UNITED
Spring Fair Birmingham (February)
KINGDOM
General giftware, jewelry, watches, china
www.springfair.com
and glass, fashion accessories, leather,
frames and fine art.
FRANCE
Maison & Objet (January and September)
www.maison-objet.com
International home decoration, and textiles,
www.decoplauet.com
fragrances, arts and crafts,
games, and stationery.
ITALY
MACEF (September and January/February)
www.macefautunno.biz
Tableware, kitchenware, glass, artificial
flowers and plants, wickerwork, candles,
gifts, home decoration, ceramics, porcelain,
pictures, frames and home textiles
THE
Huishoudbeurs (March)
NETHERLANDS
Home decoration, mode and accessories,
www.huishoudbeurs.rai.nl
table- and kitchenware
SPAIN
Expohogar Regalo otoño (September)
www.expohogar.com
International trade fair for gifts, house and
home: gifts, arts, crafts,
crystal, glass, china, pottery, tableware,
furnishings, lighting and household
appliances.
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Export Marketing Guidelines for Vietnamese Craft Exporters
DENMARK
www.formland.dk
Formland
International home accessories and gift
articles trade fair with focus on the
Scandinavian market
US market
New York
New York international gift fair
www.nyigf.com
General giftware, tabletop and decorative,
home and personal accessories, traditional
and contemporary crafts
North Carolina
International home furnishing center,
www.ihfc.com
USA
The largest wholesale home furnishings
show in the world. Traditional to
contemporary furniture, international
furnishings, home and decorative
accessories, upholstery, lighting, wall
decor, bedding, rugs, and home textiles
Chicago
Atlanta
International home and Housewares
www.housewares.org/ihshow/about_
show
chicago.asp
Atlanta International Gift & Home
www.americansmart.com
Funishing
Garden and home decorative accessories.
Other products include giftware,
jewellery and fashion accessories,
collectibles and seasonal.
Atlanta International Area Rug
www.americasmart.com
Market
The largest area rug show in the US.
International and US manufactured and
hand-women rugs, in all price points and
categories.
Mississippi
Holidome and Roadway Show
www.tucsonshow.com
Wholesale jewellery, gemtones, silver
and gold jewellery
California
The California Gift Show
www.carliforniagiftshow.com
Contemporary and traditional giftware,
accessories, tabletop, home accents.
Strong in multicultural products and
73
Export Marketing Guidelines for Vietnamese Craft Exporters
handicrafts of all categories
San Francisco
San Francisco International Gift Fair
www.sfig.com
General giftware, tabletop, decorative,
home decor, jewellery and personal
accessories, ethnic, traditional, and
contemporary crafts, contemporary
design, garden, and casual furniture.
Dallas
Dallas International Lighting and
Accessories market
Only trade show of lighting and lighting
accessories category in the US Lamps,
chandeliers, wall, table, contemporary,
kitchen and bath, showroom and
landscape lighting
Asian market
Hong kong
Thailand
Hongkong gift fair
www.hkgiftspremiumfair.com
Hongkong Housewares fair
www.hkhousewarefair.com
Bangkok International Gift Fair &
www.thaitradefair.com/fairin/big06
Bangkok International Housewares Fair
India
Indian Handicrafts & Gifts Fair
India Expo Centre, Noida, Uttar
Pradesh, India.
China
Canton Fair
www.cantonfair.org.cn/en/index.asp
Australia
Australian Gift Fair
www.giftfair.com.au
Japan
Giftshow Tokyo, Japan
www.giftshow.co.jp/english/58tigs/fr
amepage1.html
Giftshow Fukuoka, Japan
www.giftshow.co.jp
All Japan Gift Festival in Tokyo
Tel: (03)3847-0691
Fax: (03)3847-06
Japan DIY (do-it-yourself)Show in Tokyo
www.diy.or.jp
/ Osaka
International Housewares Show (HIS)
www.gmc.or.jp/housewares
Ambiente Japan
Tel: (03)3262-8441
Fax: (03)3262-8442
Tokyo International Gift Show
www.giftshow.co.jp
Osaka International Gift Show
www.giftshow.co.jp
Fukuoka International Trade Fair
www.fukuokafair.com
International Furniture Fair Tokyo (IFFT)
www.idafij.or.jp
74
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.8
Major Freight Forwarders and Shipping Companies in Vietnam
1
APL Shipping Agency Co. Ltd.
2
Binh Thuan Shipping Co.
Địa chỉ: 802, Diamond Plaza Bldg., 34
Địa chỉ: 5 Tu Van Tu St., Phu Trinh Ward,
Le Duan St., Dist.1, Ho Chi Minh City
Phan Thiet City, Binh Thuan
Tel: 84-8-8221199
Tel: 84-62-8223361
Fax: 84-8-8239677
Fax: 84-62-827124
E-mail: quy_van_tran@hcm.vnn.vn
3
APM-Saigon Shipping Co., Ltd.
4
Bonex Shipping Corp.
Địa chỉ: 17 Ton Duc Thang St., Dist. 1,
Địa chỉ: Fl. 6, OSIC Bldg., 8 Nguyen Hue St.,
Ho Chi Minh City
Dist. 1, Ho Chi Minh City
Tel: 84-8-8230015 / 8230173
Tel: 84-8-8245142, 8245144
Fax: 84-8-8230013
Fax: 84-8-8245143
E-mail: sgnmtsadm@apmss.com
5
APM-Saigon Shipping Co., Ltd,
6
China Ocean Shipping Co.
Haiphong branch
Địa chỉ: 47 Pho Duc Chinh St., Nguyen Thai
Địa chỉ: 4 Tran Phu St., Ngo Quyen
Binh Ward, Dist.1, HoChi Minh City
Dist., Hai Phong
Tel: 84-8-8215688
Tel: 84-31-841717
Fax: 84-8-8217125
Fax: 84-31-841718
7
9
11
Baikal Shipping Co.
8
Danang Ocean Shipping and Trading Co.
Địa chỉ: 2E Tran quang Khai St., Hong
Địa chỉ: 156 Bach Danh St., Hai Chau 1 Ward,
Bang Dist., Hai Phong City
Hai Chau Dist., Da nang City
Tel: 84-31-821087
Tel: 84-511-827316, 822068
Fax: 84-31-842975
Fax: 84-511-834796
Bien Dong Ocean Shipping Co.
10
Dong Nam A Shipping Co.
Địa chỉ: 28 Tran Hung Dao, Hoan Kiem
Địa chỉ: 3 Nguyen Tat Thanh St., Dist.4, Ho
Dist., Hanoi
Chi Minh City
Tel: 84-4-9346079, 9342448
Tel: 84-8-8253559, 8253608
Fax: 84-4-8240577
Fax: 84-8-8253629
E-mail: bisco@fpt.vn
E-mail: dnahcm@hcm.fpt.vn
Bien Dong Shipping Co.
12
Eastern Dragon Shipping Co., Ltd.
Địa chỉ: 52 Nguyen Truong To St., Dist.
Địa chỉ: 338 Lach tray St., Ngo Quyen Dist.,
4, Ho Chi Minh City
Hai Phong
Tel: 84-8-8255239
Tel: 84-31-728107, 728503
Fax: 84-8-8261887
Fax: 84-31-728117, 728055
E-mail: edscohpg@hn.vnn.vn
75
Export Marketing Guidelines for Vietnamese Craft Exporters
13
Flight Dragon Shipping Co.
14
Quang Ninh Shipping Agent
Địa chỉ: 338 Lach tray St., Ngo Quyen
Địa chỉ: 70 Le Thanh Tong St., Hon Gai
Dist., Hai Phong
Ward, Ha Long City, Quang Ninh
Tel: 84-31-728284, 728189, 829013
Tel: 84-33-826425
Fax: 84-31-728285
Fax: 84-33-827264
E-mail: fd1hp@hn.vnn.vn
15
Hai phong Shipping Agent
16
Saigon Ocean Shipping Co.
Địa chỉ: 25 Dien Bien Phu St., /5 To
Địa chỉ: 9 Nguyen Cong Tru St., Dist. 1, Ho
Ward, Ngo Quyen Dist., Hai Phong
Chi Minh City
Tel: 84-31-551231
Tel: 84-8-8296320
Fax: 84-31-551279
Fax: 84-8-8225067
E-mail: saigonship@hcm.vnn.vn
17
19
Heung-A shipping Co.,
18
Southern Vietnam Container Shipping JSC.
Địa chỉ: 74 Nguyen Du St., Hai Ba
Địa chỉ: 11 Nguyen Hue St., Dist.1, Ho Chi
Trung Dist., Hanoi
Minh City
Tel: 84-4-9424487, 8229484
Tel: 84-8-8263991
Fax: 84-4-8220599
Fax: 84-8-9140571
E-mail: hashan@hn.vnn.vn
E-mail:
Khanh Hoa Ocean Shipping Co.
20
vcsemgt@viconshipsg.com.vn
Southern Vietnam Container Shipping JSC,
Địa chỉ: 40/1 Tran Phu St., Vinh Nguyen
Hanoi
Ward, Nha Trang City
Địa chỉ: 97 Tran Quoc Toan St., Hoan Kiem
Tel: 84-58-881073
Dist., Hanoi
Fax: 84-58-881074
Tel: 84-4-8223996
Fax: 84-4-8223998
E-mail: vicos_hcq@fpt.vn
21
MOL (Vietnam) Shipping Agent.
22
Vietnam National Shipping Lines
Địa chỉ: Room 1003, Fl. 10, 115 Nguyen
Địa chỉ: 201 Kham Thien St., Dong Da Dist.,
hue St., Dist. 1, Ho Chi Minh City
Hanoi
Tel: 84-8-8219121
Tel: 84-4-8517750
Fax: 84-8-8219123
Fax: 84-4-8517746
E-mail: vinalines@fpt.vn
23
25
North Container Shipping Co.
24
Vietnam Ocean Shipping Co.
Địa chỉ: 11 Vo Thi Sau St., /5 To Ward,
Địa chỉ: 215 Tran Quoc Toan St., Dang Giang,
Ngo Quyen Dist., Hai Phong City
Ngo Quyen Dist., Hai Phong City
Tel: 84-31-836705, 836706
Tel: 84-31-731090, 731033
Fax: 84-31-836104
Fax: 84-31-731007
E-mail: viconshiphp@hn.vnn.vn
E-mail: vosco.1@hn.vnn.vn
Vietnam Shipping Agent
Địa chỉ: 7 nguyen Hue St., Dist. 1
26
Vung Tau Shipping and Service Co.
Địa chỉ: 87 Ly Thuong Kiet St., Ward 1, Vung
76
Export Marketing Guidelines for Vietnamese Craft Exporters
27
Tel: 84-8-8294162, 8290138
Tau City
Fax: 84-8-8293626
Tel: 84-64-852185, 859003
E-mail: vosasgn@hcm.vnn.vn
Fax: 84-64-858919
Vung Tau Shipping and Service Co.,
28
Nghe An Ocean Shipping and Trading Co.
Ho Chi Minh
Địa chỉ: 26 Nguyen Van Troi St., Ben Thuy
Địa chỉ: 43 Pasteur St., Ben Nghe Ward,
Ward, Vinh City, Nghe An
Dist. 1, Ho Chi Minh City
Tel: 84-38-855528/855670
Tel: 84-8-8211857
Fax: 84-38-855364
Fax: 84-8-8211874
E-mail: vishipld@hcm.fpt.vn
29
31
Wallem Shipping Vietnam
30
An Giang Shipping Co., Ltd.
Địa chỉ: Lf.6, #3 nguyen Tat Thanh St.,
Địa chỉ: 65 Pho Duc Chinh St., Nguyen Thai
Ward 12, Dist. 1
Binh Ward, Dist.1, HoChiMinh City
Tel: 84-8-8265161
Tel: 84-8-8210651, 8-9140520
Fax: 84-8-8265167
Fax: 84-8-8217708
E-mail: wallemvn@hcm.vnn.vn
E-mail:
Vinatrans
32
angiangcompany@hcm.vnn.vn
Orient Overseas Container Line
Địa chỉ: Số 2 Bích Câu, Quận Đống Đa,
Địa chỉ: 201 Khâm Thiên, Đống Đa, Hà Nội
Hà Nội
Tel: 84-4-8519017, 4-8517750
Tel: 84-4-7321090, 4-7321970
Fax: 84-4-8518551
Fax: 84-4-7322635
TLX: 411294 GMTHN VT
E-mail: rclhan@hn.vnn.vn
33
Thami Shipping & Airfreight Co.,Ltd.
34
Hyundai Merchant Marine Co.,Ltd. Địa
Địa chỉ: 161 Khánh Hội, Quận 4, T.P.
chỉ: 201 Khâm Thiên, Đống Đa, Hà Nội
Hồ Chí Minh
Tel: 84-4-8510360, 4-8519524
Tel: 84-8-8263662
Fax: 84-4-8519329
Fax: 84-8-8263581
E-mail: operation@thamico.com
35
CMA-CGM Group
36
Địa chỉ: 201 Khâm Thiên, Đống Đa, Hà
Địa chỉ: Tầng 7, 142 Lê Duẩn, Hà Nội Tel:
Nội
84-4-5185161, 4-5183496
Tel: 84-4-8519217,
4-8518313
Germatrans (Vietnam) Ltd.
Fax:
84-4-5183496
Fax: 84-4-8519162
37
SIMBA Logistics
E-mai: simbahn@hn.vnn.vn
38
Wanhai Lines Ltd.
Địa chỉ: 201 Khâm Thiên, Đống Đa, Hà
Địa chỉ: 53 Quang Trung, Hoàn Kiếm, Hà Nội
Nội
Tel: 84-4-6225602
Tel: 84-4-8519217, 4-88519014
Fax: 84-4-8228384
Fax: 84-4-8519162
77
Export Marketing Guidelines for Vietnamese Craft Exporters
39
Mitsui O.S.K Line
40
Maersk – Sealand
Địa chỉ: 23 Phan Chu Trinh, Hoàn Kiếm,
Địa chỉ: 17 Ngô Quyền, Hoàn Kiếm, Hà Nội
Hà Nội
Tel: 84-4-9363695
Tel: 84-4-9332359
Fax: 84-4-9363694
Fax: 84-4-9332358
41
Vosa Group of Companies
42
K’Line
Địa chỉ: 65 Nguyễn Trường Tộ, Ba
Địa chỉ: 74 Bà Triệu, Hoàn Kiếm, Hà Nội Tel:
Đình, Hà Nội
84-4-9437709
Tel: 84-4-8434042, 4-8468171
Fax: 84-4-9437706
Fax: 84-4-8237379
43
45
Dai Viet Foreign Trade Forwarding
44
Haiphong Import-Export and Forwarding
Địa chỉ: 1W Living Quarter 30-4, Dien
Co.
Bien Phu St., Ward 25, Binh Thanh,
Địa chỉ: 53 Luong Khanh Thien St., Ngo
HCM
Quyen Dist., Hai Phong City
Tel: 84-8-8991444
Tel: 84-31-921232
Fax: 84-8-8991273
Fax: 84-31-921902
Atlantic Forwarding Ltd.
46
Haiphong Joint-stock Commerce, Service
Địa chỉ: Room 2A2, Fl.1, Han Nam
and Warehouse
Office center, 65 Nguyen Du St., Dist. 1,
Địa chỉ: 4 Tran Phu St., Ngo Quyen Dist. Hai
HCM
Phong City
Tel: 84-8-8224372
Tel: 84-31-859881
Fax: 84-8-88224390
Fax: 84-31-859802
E-mail: sevimexcohp@hn.vnn.vn
47
Berkman Forwarding Co.
48
International Freight Forwarding &
Địa chỉ: 345E Tran Hung Dao St., Dist.1
Container
Tel: 84-8-8365640
Địa chỉ: Room 104, Kim Do Business Center,
Fax: 84-8-8352768
123 Le Loi St., Dist. 1, HCM City
E-mail:
Tel: 84-8-8218101, 8218179
Berkman.fwdg.b.v@hcm.fpt.vn
Fax: 84-8-8210218
E-mail: mschcmc@hcm.vnn.vn
49
Foreign Trade Warehousing and
50
International Freight Forwarding &
Forwarding
Container
Địa chỉ: 5A Hoang Van Thu St., Minh
Địa chỉ: 47 Cua Dong St., Hoan Kiem Dist.
Khai ward, Hong bang Dist., Hai Phong
Hanoi
Tel: 84-31-842421
Tel: 84-4-8259185
Fax: 84-31-842227
Fax: 84-4-8454819
E-mail:
51
General Forwarding Agent JSC.
Địa chỉ: 35 Nguyen Hue St., Dist.1
52
vfchan@hn.vnn.vn
Jacky Maeder International Forwarding
Ltd.
78
Export Marketing Guidelines for Vietnamese Craft Exporters
Tel: 84-8-8214440, 8214441
Địa chỉ: 2 Ngo Duc Ke St., Dist. 1
Fax: 84-8-8214435
Tel: 84-8-8299890, 8258733
E-mail: gmthcm@hcm.vnn.vn
Fax: 84-8-8299812
E-mail:
suzy.monnier@vnhcm.geisforward.com
53
55
Jupiter Pacific Forwarding J.V.C.
54
Raf International Forwarding Inc.
Địa chỉ: 112 Hong Ha St., Ward 2, Tan
Địa chỉ: 99 Nguyen Van Troi St., Phu Nhuan
Binh Dist., Ho Chi Minh City
Dist.
Tel: 84-8-8450068
Tel: 84-8-8448368
Fax: 84-8-8450085
Fax: 84-8-8447965
E-mail: jupfwd@fmail.vnn.vn
E-mail: Raf.ocean@hcm.vnn.vn
Vietnam National Foreign Trade
56
Vietnam Transport and Freight
Forwarding Co.,
Forwarding JSC.
Địa chỉ: 13 Ly Nam De, Hoan Kiem
Địa chỉ: 31 Nguyen Cong Tru St., Nguyen
Dist., Hanoi
Thai Binh Ward, Dist. 1, HCM City
Tel: 84-4-8457417
Tel: 84-8-8213084
Fax: 84-4-8455829
Fax: 84-8-8212902
E-mail: vietrans@hn.vnn.vn
57
59
Vinako Forwarding JSC.
58
Vinaforwarding
Địa chỉ: 46 Truong Son St., Tan Binh
Địa chỉ: 100-102 Dien Bien Phu , Dakao
Dist., Ho Chi Minh City
Ward, District 1, HCM City.
Tel: 84-8-8485353
Tel: 84.8.8207120
Fax: 84-8-8485355
Fax: 84.8.8207121
M.T.L Co., Ltd.
60
Round-The-World Logistics Vietnam
Địa chỉ: 5Fl, 62A Pham Ngoc Thach St.,
Địa chỉ: 15-01 Prime Centre Building
Dist. 03, Hochiminh City, Vietnam
53 Quang Trung St, Hanoi
Tel: 84 8 8208093
Tel: (84.4) 9437830/9437398
Fax: 84 8 8208091 / 8209040
Fax: (84.4) 9437397
79
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No. 9
Large Stores in the US, EU and Japan
EU Market
Variety Stores
Name
Website
Woolworth (UK)
Marks & Spencer
http://www.woolworths.co.uk
(UK)
http://www.marksandspencer.com
Monoprix/Prisunic (F)
http://www.monoprix.fr/
Tati (F)
http://www.tati.fr/
Upim (I)
http://www.upim.it/upim/box.html
Blokker (NL)
http://www.blokker.nl/
Department
KarstadtQuelle ((G)
http://www.karstadtquelle.com
Stores
Galeria Kaufthof (G)
http://www.galeria-kaufthof.de
John Lewis (UK)
http://www.johnlewis.com/
Allders (UK)
http://www.allders.com/
El Corte Ingles (SP)
http://www.elcorteingles.es/
Vroom & Dreesman (NL)
http://www.vroomendreesmann.nl/
Furniture
IKEA (S)
http://www.ikea.com
Outlets
Habitat (UK)
http://www.habitat.net/
Conforama (F)
http://www.conforama.fr
Divani & Divani (I)
http://www.divaniedivani.it/
Merkamueble (SP)
http://www.merkamueble.com/
MFI Furniture (UK)
http://www.mfi.co.uk/mfi/default.asp
The Gadget Shop (UK)
http://www.thegadgetshop.com
Nanu Nana (G)
www.nanu-nana.de
Das Depot (G)
www.das-depot.com
Garden
Obi (G)
http://www.obi.de/de/
Centers
Intratuin (UK)
http://www.intratuin.nl/
Gift shops
US Market
Asia Society Gift Shop
Good example of high-end ethnic in a good marketing
situation : www.asiastore.org
Crate & Barrel
Contemporary, youthful mid-priced housewares,
furniture, accessories: www.crateandbarrel.com
West Elm
Division of Pottery Barn, lower priced, hip, young
contemporary urban
80
Export Marketing Guidelines for Vietnamese Craft Exporters
www.westelm.com
TJ Maxx
Off-price, closeouts, fashion knock offs
www.tjx.com
Container Store
Storage: inexpensive to expensive, all types, natural
materials. www.containerstore.com
Bed Bath & Beyond
The leading housewares chain
www.bedbathandbeyond.com
Hold Everything
Storage: mid-priced to expensive, all types, natural
7th Ave 16th
materials, has expanded into furniture and other
categories, owned by Williams- Sonoma.
www.holdeverything.com
Pier 1 Imports
Low priced, ethnic inspired, factory production
71 5th Ave. at 15th
www.pier1.com
Pottery Barn
40’s-60’s consumer, mid-priced, classic but more modern
600 Bdwy, Houston
styling
www.potterybarn.com
Z Gallerie
Mid and higher priced, higher quality, well designed.
443 Bdwy
www.zgallerie.com
The 50 leading US companies in retailing furniture and home décor
Rank
Name of
Head office/Website
company
1
Wal-Mart
Estimated turnover
Change
(billion in US$)
Bentonville-Ark
2004
2003
6,100
5,840
1,855
Number
of shops
2004
2003
4.5%
3,066
2,949
1,650
12.4%
1,087
952
1,475
1,350
9.3%
1,675
1,635
1,345
1,200
12.1%
1,308
1,225
1,105
940
17.6%
686
575
1,009
880
14.7%
1,122
1,062
865
735
17.7%
263
245
www.wal-mart.com
2
Lowe’s
Mooresville, N.C
www.lowes.com
3
Home Depot
Atlanta
www.homedepot.com
4
Target
Minneapolis
www.target.com
5
6
Bed Bath &
Union,N.J
Beyond
www.bedbath.com
Pier 1 Imports
Forth Wirth, Texas
www.pier1.com
www.pier1kids.com
7
Pottery Barn
San Francisco
81
Export Marketing Guidelines for Vietnamese Craft Exporters
www.potterybam.com
8
Michaels Stories
Irving, Texas
800
757
5.7%
800
763
778
750
3.7%
459
459
725
680
6.6%
335
315
650
570
14.0%
637
542
650
577
12.7%
468
423
612
645
-5.1%
NS
NS
590
630
-6.3%
54
54
582
600
-3.0%
430
428
580
512
13.3%
21
18
www.michaels.com
9
Federated
Cincinati
Department
www.federated-fds.com
Stories
10
11
Hobby Lobby
Oklahoma city
Stories
www.hobbylobby.com
Kohl’s
Menomonee Fall,Wis
www.kohls.com
12
Linens’N Things
Clifton, N.J
www.linesnthings.com
13
14
15
16
The Longaberger
Newark, Ohio
Company
www.longaberger.com
Expo Design
Atlanta
Center
www.homedepot.com
May Department
St.Louis
Stories
www.maycompany.com
Ikea
Plymouth Metting, PA
www.ikea.com
17
QVC
West Chester,PA
550
509
8.1%
8
8
18
T.J.Maxx/Marsha
Framiingham, Mass
550
530
3.8
1,468
1,418
lls
www.tjmaxx.com
Big Lots
Columbus, Ohio
545
500
9.0%
1,459
1,385
545
550
-0.9%
1,017
1,020
530
495
7.1%
662
577
498
425
17.2%
216
182
445
412
8.0%
649
568
435
495
-12.1%
NS
NS
406
355
14.4%
136
123
19
www.biglots.com
20
JCPenney
Plano, Texas
www.jcpenney.com
21
Tuesday Morning
Dallas
www.tuesdaymorning.
com
22
Homegoods
Framing, Mass
www.homegoods.com
23
Ross Stories
Pleasanton, Calif
www.rosstores.com
24
Partylite
Plymouth, Mass
www.partlite.com
25
Crate & Barrel
Northbrook, ILL
www.crateandbarrel.com
82
Export Marketing Guidelines for Vietnamese Craft Exporters
26
Kirkland’s
Jackson, Tenn
394
369
6.8%
320
280
390
375
4.0%
551
538
388
328
18.3%
100
100
348
348
0.0%
446
415
345
315
9.5%
330
318
322
380
-15.3%
NS
NS
www.kirklands.com
27
Sam’s Club
Bentonville, Ark
www.samsclub.com
28
Restoration
Corte Madera, Calif
Hardware
www.restorationhardwar
e.com
29
30
The Bombay
Fort Worth, Texas
Company
www.bombayco.com
Costco
Issaquah, Wash
www.costco.com
31
32
Home Interiors &
Carrollton, Texas
Gift
www.homeinteriors.com
Cost Plus World
Oakland , Calif
314
277
13.4%
237
204
Hoffman Estates, ILL
310
325
-4.6%
873
871
300
270
11.1%
31
30
295
285
3.5%
516
451
290
326
-11.0%
35
44
285
275
3.6%
314
320
284
267
6.3%
345
286
280
278
0.7%
282
283
265
290
-8.6%
17
18
218
250
-12.8%
1,480
1,511
199
200
-0.5%
98
95
Market
33
Sears
www.sears.com
34
Berkshire
Omaha, Neb
Hathaway
www.berkshirehathaway.
Furniture
com
Division
35
Cracker Barrel
Lebanon, Tenn
Country
www.crackerbarrel.com
store
36
Garden Ride
Houston
www.garenridge.com
37
38
Burlington Coat
Burlington, NJ
Factory
www.coat.com
Yankee Candle
Whately, Mass
www.yankeecandle.com
39
Ethan Allen
Danbury, Conn
www.ethanallen.com
40
The Great
Hoffman Estates, ILL
Indoors
www.thegreatindoors.co
m
41
Kmart
Troy, Mich
www.kmart.com
42
Rooms To Go
Seffner, Fla
83
Export Marketing Guidelines for Vietnamese Craft Exporters
www.roomstogo.com
43
Jo-Ann Stories
Hudson, Ohio
190
175
8.6%
851
892
189
175
8.0%
5,600
5,175
185
190
-2.6%
329
328
158
158
0.0%
117
113
155
105
47.6%
65
52
152
148
2.7%
96
81
150
120
25.0%
NS
NS
139
148
-6.1%
26
261
www.joann.com
44
Family Dollar
Mathews, N.C
www.familydollar.com
45
Dillard’s
Little Rock, Ark
www.dillards.com
46
Havertys
Atlanta
www.havertys.com
47
Anthropologie
Philadelphia
www.anthropologie.com
48
49
A.C.Moore Arts
Berlin, N.J
& Crafts
www.acmoore.com
Southern Living
Birmingham, ALA
At Home
www.southernlivinggath
ome.com
50
Stein Mart
Jackson, FLA
www.steinmart.com
Japanese market
No
Company Name
Location
Website
1
Cainz Co., Ltd.
Gunma
www.cainz.co.jp/english_Site/e_index.html
2
Konan Shoji Co., Ltd.
Osaka
www.hc-kohnan.com/hc/foreign/engindex.html
3
Homac Corp.
Sapporo
www.homac.co.jp
4
NAFCO Corporation
Fukuoka
www.nafco.tv/index.html
5
Keiyo Co. Ltd.
Chiba
www.keiyo.co.jp
6
Komeri Co. Ltd.
Niigata
www.komeri.com
7
Kahma Co., Ltd.
Aichi
www.kahma.co.jp
8
Shimachu Co., Ltd.
Saitama
www.shimachu.co.jp
9
Joyful Honda
Ibaragi
www.joyfulhonda.com/english/index.htm
10
Tokyu Hands Inc.
Tokyo
www.tokyu-hands.co.jp
84
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.10
Cultural Factors
If you hope to profit from your travel abroad, you should learn about the history, culture, and
customs of the countries to be visited. Flexibility and cultural adaptation should be the
guiding principles for traveling abroad on business. Business manners and methods, religious
customs, dietary practices, humor, and acceptable dress vary widely from country to country.
Consider the following:








Never touch the head of a Thai or pass an object over it; the head is considered sacred in
Thailand.
Avoid using triangular shapes in Hong Kong, Korea, and Taiwan; the triangle is
considered a negative shape.
The number 7 is considered bad luck in Kenya and good luck in Czechoslovakia, and it
has magical connotations in Benin. The number 10 is bad luck in Korea, and 4 means
death in Japan.
Red is a positive color in Denmark, but it represents witchcraft and death in many African
countries.
A nod means no in Bulgaria, and shaking the head from side to side means yes.
The "okay" sign commonly used in the United States (thumb and index finger forming a
circle and the other fingers raised) means zero in France, is a symbol for money in Japan,
and carries a vulgar connotation in Brazil.
The use of a palm-up hand and moving index finger signals "come here" in the United
States and in some other countries, but it is considered vulgar in others.
In Ethiopia, repeatedly opening and closing the palm-down hand means "come here."
Understanding and heeding cultural variables such as these is critical to success in
international business travel and in international business itself. Lack of familiarity with the
business practices, social customs, and etiquette of a country can weaken a company's
position in the market, prevent it from accomplishing its objectives, and ultimately lead to
failure.
Some of the cultural distinctions that you should pay close attention to are the differences in
business styles, attitudes toward development of business relationships, attitudes toward
punctuality, negotiating styles, gift-giving customs, greetings, significance of gestures,
meanings of colors and numbers, and customs regarding titles.
In some countries, business people have a very direct style, while in others they are much
more subtle in style. For example, in the Middle East, engaging in small talk before engaging
85
Export Marketing Guidelines for Vietnamese Craft Exporters
in business is standard practice.
Attitudes toward punctuality vary greatly from one culture to another and, if misunderstood,
can cause confusion and misunderstanding. Romanians, Japanese, and Germans are very
punctual, whereas people in many of the Latin countries have a more relaxed attitude toward
time. The Japanese consider it rude to be late for a business meeting, but acceptable, even
fashionable, to be late for a social occasion. In Guatemala, on the other hand, one might arrive
anytime from 10 minutes early to 45 minutes late for a luncheon appointment.
When cultural lines are being crossed, something as simple as a greeting can be
misunderstood. Traditional greetings may be a handshake, a hug, a nose rub, a kiss, placing
the hands in praying position, or various other gestures. Lack of awareness concerning the
country's accepted form of greeting can lead to awkward encounters.
People around the world use body movements and gestures to convey specific messages.
Sometimes the same gestures have very different meanings, however. Misunderstanding over
gestures is a common occurrence in cross-cultural communication, and misinterpretation
along these lines can lead to business complications and social embarrassment.
Proper use of names and titles is often a source of confusion in international business relations.
In the United Kingdom, France, and Denmark it is appropriate to use titles until use of first
names is suggested. First names are seldom used when doing business in Germany. Visiting
business people should use the surname preceded by the title. Titles such as "Herr Direktor"
are sometimes used to indicate prestige, status, and rank. Thais, on the other hand, address
each other by first names and reserve last names for very formal occasions and written
communications. In Belgium it is important to address French-speaking business contacts as
"Monsieur" or "Madame," while Dutch-speaking contacts should be addressed as "Mr." Or
"Mrs." To confuse the two is a great insult.
Customs concerning gift giving are extremely important to understand. In some cultures gifts
are expected and failure to present them is considered an insult, whereas in other countries
offering a gift is considered offensive. Business executives also need to know when to present
gifts - on the initial visit or afterwards; where to present gifts - in public or private; what type
of gift to present; what color it should be; and how many to present.
Gift giving is an important part of doing business in Japan, where gifts are usually exchanged
at the first meeting. In sharp contrast, gifts are rarely exchanged in Germany and are usually
not appropriate. Gift giving is not a normal custom in Belgium or the United Kingdom either,
although in both countries, flowers are a suitable gift when invited to someone's home.
86
Export Marketing Guidelines for Vietnamese Craft Exporters
Customs concerning the exchange of business cards vary, too. Although this point seems of
minor importance, observing a country's customs for card giving is a key part of business
protocol. In Japan, for example, the Western practice of accepting a business card and
pocketing it immediately is considered rude. The proper approach is to carefully look at the
card after accepting it, observe the title and organization, and acknowledge with a nod that the
information has been digested, and perhaps make a relevant comment or ask a polite question.
Negotiating - a complex process even between parties from the same nation - is even more
complicated in international transactions because of the added chance of misunderstandings
stemming from cultural differences. It is essential to understand the importance of rank in the
other country; to know who the decision makers are; to be familiar with the business style of
the foreign company; and to understand the nature of agreements in the country, the
significance of gestures, and negotiating etiquette.
It is important to acquire, through reading or training, a basic knowledge of the business
culture, management attitudes, business methods, and consumer habits of the country being
visited. This does not mean that the traveler must attempt to exercise all local customs when
conducting business abroad. It does mean that the traveler should be sensitive to the customs
and business procedures of the country being visited.
Before traveling to a new market, you should learn as much about the culture as possible to
avoid embarrassing situations. For example, in Mexico it is customary to inquire about a
colleague's wife and family, whereas in many Middle Eastern countries it is taboo. Patting a
U.S. colleague on the back for congratulations is a common practice, but in Japan it would be
discourteous. Clothes, expressions, posture, and actions are all important considerations in
conducting international business.
Another important consideration is religious and national holidays. Trying to conduct
business on the Fourth of July in the United States would be difficult, if not impossible.
Likewise, different dates have special significance in various countries. Some countries have
long holidays by U.S. standards, making business difficult. For example, doing business is
difficult in Saudi Arabia during the month of fasting before the Ramadan religious festival.
Try to obtain cultural information from business colleagues who have been abroad or have
expertise in a particular market. A little research and observation in cultural behavior can go a
long way in international commerce. Likewise, a lack of sensitivity to another's customs can
stop a deal in its tracks.
87
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.11
Information Sources about Market Entry Requirements
Japanese market
Detailed customs procedure when exporting to Japan:
http://www.customs.go.jp/index_e.htm
Details for tariffs in Japan: http://www.apectariff.org/ (Asia Pacific Tariff Database-APEC)
Japan Specifications for Apparatus and Containers/packages made of Glass, Ceramic, or
Enamel:
http://www.ffcr.or.jp/zaidan/FFCRHOME.nsf/7bd44c20b0dc562649256502001b65
e9/a8
67
f8867f281c6b49256f0f001ed0b9/$FILE/Appendix9.pdf
Standards on materials in general:
http://www.ffcr.or.jp/zaidan/FFCRHOME.nsf/7bd44c20b0dc562649256502001b65e9/a867f8
867f281c6b49256f0f001ed0b9/$FILE/standards%20on%20materials.pdf
and http://www.ffcr.or.jp/zaidan/FFCRHOME.nsf/pages/e-links-j
Food Sanitation Law (for products in direct contact with food):
http://www.mhlw.go.jp
Electrical Appliance and Materials Safety Law (for lightings):
www.ul.com
US market
U.S. Customs web site:
www.customs.ustreas.gov
U.S. customs regulations and USDA entry requirements:
http://www.cbp.gov/xp/cgov/import/
Exporting to the US:
http://www.cbp.gov/xp/cgov/import/communications_to_industry/diduknow.xml
Vietnam tarrifs/duties/ etc. when exporting to States:
http://dataweb.usitc.gov/scripts/user_set.asp
U.S Regulations for ceramics: cadmium contamination:
http://www.fda.gov/ora/compliance_ref/cpg/cpgfod/cpg545-400.html
Regulations for ceramics: lead contamination:
http://www.fda.gov/ora/compliance_ref/cpg/cpgfod/cpg545-450.html
Import procedure for ceramics:
http://www.cfsan.fda.gov/~lrd/import.html
88
Export Marketing Guidelines for Vietnamese Craft Exporters
EU market
Legislative and market requirements for gifts, decorative articles and jewellery in EU
http://www.cbi.nl/accessguide/?cbiRef=yes
http://europa.eu.int/comm/food/food/chemicalsafety/foodcontact/leg_files/84_500_en.pdf
http://europa.eu.int/comm/food/food/chemicalsafety/foodcontact/legisl_list_en.htm
Information about regulations and export tariffs to EU can be found at
http://export-help.cec.eu.int/ or http://europa.eu.int/comm/taxation_customs
International quality standards ISO and the European Committee for Normalisation
www.iso.ch
www.cenorm.be
Information about environment, social, health and safety issues:
www.cbi.nl/accessguide www.europa.eu.int/eur-lex
www.ilo.org (labour/health)
www.octrooibureau.nl (patents)
www.newapproach.org (product safety)
www.foodnet.fic.ca (food safety)
No specific regulations exist for gift and handicraft articles as this term covers a broad variety
of very different products. However, some gift and handicraft articles could be subject to the
EU product legislation concerning the content of hazardous substances, especially if the
products are to be used in connection with provisions. According to the CBI market survey on
gift and decorative articles, the most important dangerous substances that an exporter of gift
and handicraft articles should be aware of are:

Azo dyes

Benzene used as stabilizers in plastic

Formaldehyde used as glazing or bonding agent

Pentachlorophenol (PCP) used to prevent fungal growth in wooden toys

Polychlorinated biphenyl (PCB) and terphenyl (PCT) used as softeners in plastic products

Phthalates added to PVC





Asbestos used as filling material in plastics
Cadmium used as pigment or stabilizer in paints, plastics, ceramics and glassware
Nickel
Mercury
CFCs and halons used as foaming agents
89
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.12
List of Supporting Policies for Handicraft Exporters
Issue
Regulation and Decision
Regional
Decision No. 132/2000/QD/TTg of November 24, 2000 on a
Development
Number of Policies to Encourage the Development of Rural Trades
Agency
Government
Circular 84/2002/TT-BTC dated 26 September, 2002 Giving
Ministry of Finance
guidance on financial incentives to encourage the development of
(MOF)
craft industries
Official letter No.670/BNN– TCBC dated 26 March, 2003 Giving
Ministry of
guidance on training and development of rural craft industries
Agriculture and Rural
Development
(MARD)
Decision No. 132/2001/QD-TTg of September 7, 2001 on Financial
Ministry of Finance
Mechanisms for the Implementation of the Programs on Developing
(MOF)
Rural Traffic Roads, Infrastructure for Aquaculture and
Infrastructure in Rural Craft Villages
Investment
Decision No.3/1998/QH10 of May 20, 1998, The Law on Domestic
Promotion
Investment Promotion (amended)
Decree No. 51/1999/ND-CP of July 8, 1999 Detailing the
Government
MPI
Implementation of Law No. 03/1998/QH10 on Domestic Investment
Promotion (amended)
Circular No 02/1999/TT-BKH dated 24 September, 1999 Instructing
Ministry of Planning
procedures for granting investment incentives in compliance with the
& Investment
Decree No 51/1999/ND-CP
Circular No 22/2001/TT-BTC dated 3 April , 2001 on Instructing the
Ministry of Finance
implementation of tax exemption and deduction for the objects of
these investment incentives in compliance with the Decree No
51/1999/ND-CP dated 8/7/1999 of the Government.
Export Promotion
Decision No. 195/1999/QD-TTg by the Prime Minister on
Prime Minister
Establishment of Export Promotion Fund
Decision No. 46/2001/QD-TTg of April 4, 2001 on the Management
Ministry of Trade
of Export and Import Goods in the 2001-2005 Period
(MoT)
Decision No.02/2001/QD-TTg dated 2 January, 2001 on Policies to
MPI
support investment from Development Assistance Fund toward
export processing projects
90
Export Marketing Guidelines for Vietnamese Craft Exporters
SME Promotion
Decree No. 90/2001/ND-CP of November 23, 2001 on Support for
MPI
Development of Small and Medium Enterprises
Decree No. 02/2000/ND-CP of February 3, 2000 on Business
MPI
Registration
Preservation of
Decision No. 124/2003/QD-TTg of June 17 2003 approving cultural
Ministry of Culture
Traditional Crafts
preservation and development for minority groups in Vietnam to
and Information
fully utilize traditional crafts
(MOCI)
91
Export Marketing Guidelines for Vietnamese Craft Exporters
Appendix No.13
References
1.
2.
3.
4.
5.
6.
7.
EU Market survey 2005, Gifts and Decorative articles – CBI
Your Image Builder, SIPPO and CBI
Japanese Market report, Household products, JETRO
A Basic guide to exporting, US Department of Commerce
Your Show master, CBI
Product Costing and Pricing: Artisan as Entrepreneur Training Module (ITC 2000)
A Guide to Exporting Solid wood product, United States Department of Agriculture
8. Your Guide to market research, CBI
9. Market Research for Exporting handicrafts to USA, JETRO (in Japanese)
10. Promotion and Export development of Asian Artisanal Products in EU (ITC, 2001)
11. Promotion and Export development of Asian Artisanal Products in the United States, (ITC,
2001)
12. Handicrafts in Denmark, Denmark Import Promotion Office for products from developing
countries (DIPPO)
13. Handicrafts in Canada, Trade Facilitation Office Canada (TFOC)
14. State of the Sector Report on Philippine in Housewares, 2004, Pearl2
15. Gift and Handicraft Articles in Swedish Market, 2004, Chamber of Commerce of East
Sweden
16. Vietnam Handicrafts and Traditional Craft Villages, VIETRADE
17. The study on Artisan craft Development plan for Rural industrialization in Vietnam, JICA
92