Vietnamese people have not yet formed a 'family tradition' professional culture.

(Baonghean.vn) - Discussing branding, many Nghe An businessmen in Poland believe that Vietnamese people have not yet formed a "family tradition" professional culture like the Japanese.

Businessman Hoang Huu Binh - Vice President of the Vietnamese Business Association in Poland. Photo: Nguyen Thuc Tuan

Brand is the value of the enterprise. In the market economy, many enterprises have brand value much higher than the actual value of assets. Famous brands such as Coca Cola, Hilton, H&M, Mcdonald's, ... are typical examples.

Discussing the issue of building Vietnamese brands with businessman Hoang Huu Binh - Vice President of the Vietnam Business Association in Poland, he shared his concerns: "To build a brand, businesses have to go through a lot of hardships, dedication and expense. If that brand breaks down as soon as it grows up, does not continue to be promoted, inherited, or even divided, ... then Vietnamese people will never be able to have brands that accumulate prestige, and grow stronger and more sustainable."

It is known that Mr. Hoang Huu Binh was born in 1969, from Dang Son commune, Do Luong, Nghe An. Mr. Binh went to Russia to study at university in 1987 and then stayed to do business. In 1994, he went to Germany, and from 1995, he moved to Poland to invest and do business until now. He is currently the Chairman of ASEAN EU Company - the investor of the 3.5-hectare ASEAN EU Trade Center, and at the same time, the main investor of the 6-hectare ASH Trade Center, located in the Wolka Kosowska Asian Trade Complex, in Warsaw, Poland.

Mr. Binh added: “Right in Poland, Vietnamese people have built a number of relatively prestigious and quite large brands. However, when the owners of those brands continue to invest in expanding and developing, most of them start building new brands. In terms of business strategy, this is a big waste, not taking advantage of the advantage of “standing on the shoulders of giants”, not expanding the existing brand and making the most of its added value. On the contrary, we have to bear the additional cost of building a new brand, and at the same time, we also “turn our back” on many preferential policies of the local government, such as tax refund policies, etc.”

Explaining the cause of the above phenomenon, businessman Nguyen Hoang Tuyen - Chairman of Vinatapol Company - investor of Polskie Trade Center (Night Market) in Warsaw, investor of Quynh Vien Eco-tourism Area in Thach Hai, Thach Ha, Ha Tinh and several other projects, said, "Because we have just entered the market economy not long ago, the weakness in initial knowledge base and cultural factors are quite strong. Vietnamese people have not yet formed a "family" occupational culture like the Japanese, ... although in the past there was also a small-scale one, but it has been completely eliminated.

Businessman Nguyen Hoang Tuyen, Chairman of Vinatapol Company - investor of Polskie Trade Center (Night Market) in Warsaw (sitting in the middle). Photo: Nguyen Thuc Tuan

Looking at society at large, we can see that Vietnamese people are still limited in collaboration and teamwork. In investment cooperation partnerships, from the beginning we tend to be "emotional" and therefore lack cohesion. When the "boats" grow up and encounter many storms, the "emotional" factors are no longer strong enough to hold them together, so cracks and divisions easily arise. In addition, there are many other reasons such as concerns about risks, "guerrilla" thinking, etc. that also negatively affect cooperative relationships.

For a business, in general, building a big brand is much better than building small brands. Every entrepreneur is the same. To do that, the business world has a saying, “If you want to go fast, go alone, but if you want to go far, go together”. This highlights the importance of cooperation and mutual development.

ASEAN EU Trade Center. Photo: Nguyen Thuc Tuan

Currently in Europe there are many large Vietnamese brands, especially shopping centers such as: DONG XUAN, THAI BINH DUONG, SAPA, ASEAN EU, ASG, ASEAN.PL,…, or brands such as ASIA HUNG, BLUMEN STYLE, HANOI 1,…

Hopefully, investors in these businesses, with their superior vision, will overcome inherent limitations, to "give wings to their brands", together with domestic businesses, to build strong Vietnamese brands, competitive enough in the global market./.

PhD student Nguyen Thuc Tuan

(Mail from Warsaw, Poland)