Thu. May 19th, 2022

Made in Vietnam footwear is the first choice for a majority of
Vietnamese customers, according to the Vietnam Leather and Footwear
Association (LEFASO).

The association says the finding comes
from a recent survey that studied consumer behaviour patterns in five
major cities and provinces: Hanoi , Ho Chi Minh City , Hai Phong,
Thanh Hoa and Binh Duong.

The survey was an attempt to help
enterprises keep abreast of market demand and develop strategies for
product design, pricing and distribution.

The survey showed
that almost two-thirds, or over 70 percent, of the respondents would
purchase local shoes and sandals as their first choice.

The association said the survey also highlighted the growth potential of the domestic footwear market.
It found that about 65.9 percent of the respondent spent less than an
average of 200,000 VND (approximated 10 USD) per month on footwear.

Twenty percent of the respondents said they were ready to spend
500,000 VND (24 USD) and the remaining said they would pay even higher
sums on footwear per month on average.

Industry insiders
said these figures indicate great growth potential since consumers
appear willing to spend significant sums on their footwear, and this
expense would only increase when income go up in the future.

Three well-known Vietnamese shoe brands most favoured by respondents
are Biti’s, Thuong Dinh and Vinagiay, the survey found.

The
survey also showed that Vietnamese consumers bought their footwear at
retail shops (40.8 percent), footwear centres (28.3 percent) and
enterprises’ own stores (18 percent). Consumers make their choices based
on reasonable prices, quality assurance and convenience.

The survey finding indicates that despite their limitations in
production capacity, design and distribution, domestic footwear makers
have opportunities to expand their market share in the coming years.

Deputy General Director of the Binh Tien Consumer Goods Company
Limited (Biti’s), Nguyen Duy Thanh, said footwear is a fashion product.
So it is very important to keep creating new products and designs,
especially considering the fierce competition from Chinese imports.

Each month, Biti’s needs to introduce at least 50 new shoe designs if the company is to survive, Thanh said.

In addition to improving product quality and designs, Biti’s has
also increased investment in developing distribution networks and after
sales services, he said.

LEFASO Deputy General Secretary Nguyen
Thi Thanh Xuan said fashionable design is the Vietnamese footwear
industry’s weakest point.

This could be seen in the fact that
59 percent of those preferring to buy foreign shoes said their choice is
influenced by their design, she said.

To further expand
their market share, domestic shoemakers should pay more attention to
improving product designs and come up with effective sales strategies,
Xuan said.-VNA

By vivian