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“In the end, competitive advantage comes from a whole chain, not just one outstanding product or service,” said Uyen Phuong Tran, deputy general director and the successor of the enterprise.

Phuong is the daughter of Thanh Qui Tran, founder, CEO of Tan Hiep Phat. She has been working for Tan Hiep Phat since 2004. Phuong is responsible for product marketing, external relations, national CSR programs and managing marketing in 16 countries.

Uyen Phuong Tran. Photo: VOV

Having successfully launched communication strategies for 12 brands of Tan Hiep Phat, Phuong believes building a strong brand requires cooperation from different partners and suppliers. On top of that, corporate brands must work closely with national brands, especially when Vietnamese enterprises are promoting trade with foreign countries.

Along with the distinct value of a product, the distinct value of a national brand is also an advantage worth exploiting.

“We are very sad when someone thinks Vietnam is China. We want to be unique and can proudly say we are from a certain country,” Phuong said. "Tan Hiep Phat understands it shouldn’t build a 100-year-old brand for themselves, but connection is necessary to create more strong Vietnamese brands."

“It means we must all join hands to build business ethics. To become a top 10 food and beverage entity in Asia, Tan Hiep Phat believes we cannot go alone. In the end, competitive advantage comes from a whole chain, not just one outstanding product or service. That’s why we organize a trade connection festival.”

Photo: Tan Hiep Phat

The message Tan Hiep Phat and Phuong’s family want to deliver is for all Vietnamese businesses to sit together and build connections to bring Vietnamese products to the world.

The “Trade Connection Festival” is also a place for Tan Hiep Phat to share its experience with other enterprises.

“Even in the domestic market, many Vietnamese consumers still favor foreign brands and multinational corporations. So what must Vietnamese brands and businesses do together to create prestigious Vietnamese products?”, Phuong said. “This is a challenge that all Vietnamese enterprises must overcome.”

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