Counterfeit and counterfeit goods are increasingly sophisticated, not only causing a loss of revenue but also eroding the reputation and directly threatening the survival of Vietnamese enterprises.
Meanwhile, the pressure from cheap imported goods and limitations in digital transformation have further put many domestic companies in a difficult position. If they cannot protect their brands, businesses will lose their legitimate competitive advantage, and consumer confidence will also be eroded.
Mr. Lu Nguyen Xuan Vu - Chairman of the Saigon Business Association - said that Chinese goods only take a few days to enter Vietnam, with a cost of 10-20% less. Many domestic enterprises are limited in digital human resources, online sales skills and marketing.
Even when genuine products are protected, Vietnamese enterprises are still under heavy competitive pressure from cheap imported goods. This shows that the challenge for businesses is not only in maintaining reputation, but also in the ability to apply technology, online sales and digital marketing to adapt to the new game.
According to Mr. Nguyen Dang Hien - General Director of Bidrico, in the current market, there are many enterprises producing products labeled as "good", "green", "nutritional supplements", " functionality" but in reality, this is not true. Even in the fertilizer sector, this situation has occurred many times, causing damage to both farmers and businesses that do business honestly.
In each enterprise, from the leader to each employee and employee, they must become a force to protect the Vietnamese brand. Enterprises need to proactively register trademark protection, exclusive trademark of goods, as well as inventory solutions, not only domestically but also in the international market.
"Our business has encountered a case where a new product had just been launched and had not yet registered a trademark before it was quickly registered by a foreign enterprise. We need to have new, more thorough policies, otherwise, cases against counterfeit goods will last long without bringing results" - Mr. Hien said.
Faced with this situation, Ho Chi Minh City is synchronously implementing many solutions, according to Mr. Nguyen Van Dung - Vice Chairman of Ho Chi Minh City People's Committee. The city focuses on strengthening the protection of intellectual property rights, promoting digital transformation in governance - distribution - marketing, building a transparent - sustainable e-commerce ecosystem. At the same time, encourage large enterprises to play a leading role, supporting small and medium enterprises to jointly improve competitiveness.
In particular, the close connection between the State - associations - businesses will be the foundation for building trust, protecting brands, expanding market share and affirming the position of Vietnamese goods - Mr. Dung affirmed.
Only by proactively defending themselves and taking advantage of the power of linkage and digital transformation can Vietnamese enterprises stand firm against the spiral of counterfeit goods and pressure from the global market.
