- Tram Ho
The “bright” point of the Covid period: National pride
It can be easily noticed that the Covid-19 epidemic is not only dangerous to human health but also seriously threatens the health of the whole economy, leading to the cautious psychology and the change in behavior. Micro consumption. In addition to food, masks, toilet paper, … classified as necessities, most of the people’s budget for secondary items such as fashion is reduced.
However, Mr. Cuong Nguyen – Biti’s marketing director said that there is a “bright point” between the gloomy picture of the anti-epidemic, which is the “national pride value” of Vietnamese people.
“Vietnam is right next to the Chinese outbreak but the lucky and admirable thing is that our State has taken many measures to overcome this period. The brighter point, at least in the last 10 years, has not ever love, positive, unanimous that “Vietnam is the best, Vietnam is the home” of the people is so big. It all shows extremely high pride and national pride. “
Dubbed the “national brand” in the field of footwear, Biti’s sees a great opportunity to connect and spread this bright spot.
“When fashion and other industries are in hibernation, the market is quiet, it is also an opportunity for a few brands willing to stand up and convey a story. can be marked in the minds of the highest consumers. At the same time, help maintain sales and create momentum, rebound after translation, “ Mr. Cuong shared.
Biti’s approach can be summed up by saying: “Bring pride to the product to create opportunities for the brand”.
He said that the Biti’s team is based on the “Proudly Made in Vietnam” campaign that has been launched since 2019, while catching up with the world’s great trend of “personalization” and “joining hands”.
In mid-March 2020, the brand quickly launched its “Canvas of Pride” campaign, co-created with the whole country and was inspired by real stories in the fight against Translate.
Accordingly, participants submitted photos of the contest, 4 designs received the most support, through the number of pre-orders, will be put into production. For each pair of shoes sold, 10% of the value of the product will be used to contribute to the medical equipment purchase support fund, 2% to thank the participants.
Worth mentioning, Biti’s not only launched the campaign to make its own image but also combined with other “local brand” brands. From famous names in the fashion industry such as Canifa, Boo to Thien Long writing pen, … they can use photos and print on their own exclusive products.
On the other hand, for the first time on Shopee e-commerce platform, there is a separate stall, where “gathering” a lot of domestic brands to jointly promote the wave of Vietnamese using Vietnamese goods. According to the share, the store will be maintained in the long term, expected to deploy on many other platforms.
Deputy marketing director Cuong Nguyen said that shaking hands with other Vietnamese brands will add value to the campaign. He also affirmed that Biti’s is ready to welcome any pure Vietnamese brands, big or small, whether competitors or not, to join this booth.
Mr. Cuong shared, the process from when the idea was conceived until the official communication, only lasted only a week. Starting in the middle of March, after 3 weeks of deployment, Biti’s said there were more than 100 submissions, attracting more than 2.5 million interactions. In terms of sales, Biti’s alone recorded more than 7,000 pre-orders, while the orders of all participating brands amounted to more than 50,000 orders.
“When the story hits the psychology, taking advantage of the big consumer trends, it will surely be responded. Although most brands in the campaign are in the fashion industry, behind other necessities, consumers will be willing to support, when they have a good reason. “
Commenting on the post-pandemic trend, Mr. Cuong said that businesses need to pay attention to 2 big points.
Firstly, the shift in manufacturing outsourcing in the world, especially Vietnam will be a potential destination for many companies. Therefore, manufacturing enterprises need to prepare to improve the quality of workmanship, professional qualifications and skills to meet the needs of the world.
Second, extremely important, especially in the next 6-12 months, is the trend of shifting to domestic consumption of the people. Although the spirit of “Vietnamese people use Vietnamese goods” has been initiated for a long time, Covid-19 has promoted national pride and helped domestic products to be more noticeable.
In addition, businesses need to be quick to improve products to suit the tastes and needs of consumers.
Source : Genk