Nhat Viet Co., Ltd: Ready for Global Competition

Established in the late 1990s from a small manufacturing facility, Nhat Viet Co., Ltd, the owner of Vento brand, has maintained constant growth. Staffed by more than 800 employees, the company manufactures millions of pairs of shoes for domestic and international markets. VENTO-branded footwear is always a favourite brand of consumers in a market with many brands and models. The biggest and most significant success of Nhat Viet is to establish strong reputation and brand name on domestic and international markets. Currently, Vento has 18 dealers in the country and they are operating very efficiently. Besides, Vento keeps continuous export to its traditional markets like China, India, Japan, North America, Canada and Bulgaria. In 2014, the company successfully expanded its export to Saudi Arabia. Export experience also gives valuable lessons to the company. With more than 10 years exporting its products to Japan, a country with strict requirements for product quality, the company has changed its perceptions in a standard product. Hence, the company actively applies new technologies and continuously improves its products.

Not only impressing customers with good quality, the VENTO brand also wins in the hearts of consumers with beautiful models. Product quality is vital for every business, especially for companies producing essential goods such as footwear. So, durability, usability, sweat odour removal and safe material are always top priorities of the company. Catching consumer tastes and fashion trends of young generations, the company continues to launch new trendy models onto the market. These make Vento footwear attractive to consumers.

However, presently, footwear producers in Vietnam are facing significant challenges because of fierce competition from Chinese manufacturers, underdeveloped material and accessory industry, and poorly trained workforce. Tran Dinh Thang, Director of Nhat Viet Co., Ltd, said the leather - footwear industry is a relatively safe, low-risk industry and is fully capable of competing equally on the international market. However, the Vietnamese leather - footwear industry must clearly identify the current situation to promptly adapt to the global footwear market. For the time being, Vietnam's economy is still on the rise and the level of science and technology remains low; thus, the leather - footwear industry should not focus too much on technological investment to manufacture input materials because this requires huge investment costs, let alone the absence of consumption markets and overwhelming competition from China. Investing in material production requires very careful calculation with respect to the market.

 

He said the Vietnam leather - footwear industry should take advantage of foreign material sources, stabilise production, gradually upgrade technologies, enhance reputation on the international market. When we are ready for sufficient factors such as capital, technology and market, we will invest in manufacturing inputs and accessories to have the highest efficiency. Director Thang said Vietnamese leather - footwear companies should be also more open to share technology and production equipment, support each other in technology and management through fairs and exhibitions to seek best technologies for production, and share experiences to promote the development of the Vietnamese leather - footwear industry.