Imbued with its creativity and renovation philosophy since its inception, Bidrico Beverage always tries to meet all market requirements to secure its strong foothold in the heart of domestic and international investors. Vietnam Business Forum Magazine is granted a very interesting interview with Nguyen Dang Hien, General Director of Tan Quang Minh Manufacture & Trading Co., Ltd – Bidrico Beverage, to learn about his experience and business ideals to develop the Bidrico Beverage brand powerfully and sustainably. Anh Dao reports.
Could you please briefly introduce Bidrico flagship products on the market? What are the advantages and difficulties facing the company?
After more than 20 years of construction and development, Bidrico produces and supplies 40 beverage products to consumers such as bird’s nest drink, fruit juice, purified water, salty lemonade, green tea, energy drink and Yobi yogurt. Not only being present in all 63 provinces and cities in Vietnam, Bidrico products are exported to nearly 20 countries worldwide, including fastidious markets as the US, Japan, South Korea, Europe and the Middle East. Notably, in 2016, with the new 330-ml can and more affordable prices, the company’s revenue increased 15-20 per cent. Besides, Bidrico salty lemonade and fruit juice are interested by consumers because they do not contain preservatives.
At present, domestic sales account for 70 per cent of Bidrico’s revenues. This shows that our products have won the absolute trust of Vietnamese consumers and that the market always has high demand for high-quality safe products. Beverage companies are facing stiff competition from new foreign investors, but investors still choose companies with high-quality products and good reputation.
How has Bidrico prepared to respond to the Trans-Pacific Partnership (TPP) and other free trade agreements?
With the goal of securing 20 per cent of domestic market share of soft drinks and expanding export markets, Bidrico has invested a handsome amount of money for technological upgrading. Its production lines will be fully automated and modernised by the end of 2017 in a bid to reduce labour costs and production costs, increase productivity and ensure absolute product safety. Bidrico will focus on manufacturing natural products proven good to human health. And, personnel is one of key strategies of Bidrico.
As a business leader of a company with 500 employees, what satisfies you most and what concerns you most?
What satisfies me most is my staff, who bring in successes and sustainable development to Bidrico as today.
What concerns me most is that Vietnamese enterprises have fallen into the group of four bottom countries in the region. I think this is also a common concern of Vietnamese leaders now.
But, I always believe that Vietnamese companies will be on par with top-class companies in other countries in the region if we build our brand names by product quality and prestige. Therefore, authorities should provide favourable conditions for Vietnamese companies to develop towards the regional and global levels.
The contribution of a businessman to the nation lies not only in the material value he has made to society, but also in the corporate culture value he has built. How is this factor addressed in Bidrico?
Bidrico has long built the corporate culture, including both internal behaviours and external behaviours. Before shaping the corporate culture, we issued close working regulations and processes to interconnect our divisions. At Bidrico, one of the core values of the corporate culture is healthy, upright, honest life. Bidrico staff is dedicated to their work and willing to assist each other. Bidrico always encourages and inspires the staff with quarterly and annual rewards and supports them to purchase houses, vehicles and other properties. These are Bidrico’s cultural identity.
In addition to building internal culture, Bidrico also has a well-developed external culture, evidenced by the responsibility of the company and its employees to the community and society. Bidrico has spent billions of Vietnamese dong on social philanthropy in the past time. It has built charitable houses, donated money to poverty reduction funds, financed charity funds, granted relief to flood-hit victims, and granted scholarships to poor students with excellent study records. Bidrico always takes part in with its seriousness and enthusiasm in every activity and looks to build a better society.
With over 30 years of experience on the market, would you mind sharing your ideas and experience with younger generations?
“Creativity and renovation” is the leading operating philosophy and the key to success of Bidrico. I have done business for decades and contacted with different entrepreneurs, both successful and unsuccessful. I have drawn a lot of experience for business start-up. I think that success requires ambition and passionate dedication.
In my opinion, before starting a business, we must answer the following questions: what to make, where to sell, who to buy, how to make and who to make. After answering these questions, we embark on making detailed strategies and plans. We make strategies every five years. Then, we will make success with what we have chosen.
In another aspect, young entrepreneurs now have a plenty of opportunities to become excellent entrepreneurs because they live with modern media, learn at professional training schools and contact with successful entrepreneurs who they can learn from. To help young people to promote their knowledge, companies should provide good environment for them to bring what they have learnt into practice.
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