Strengthening position of Vietnamese goods in domestic market

As export markets face numerous challenges and barriers, conquering the domestic market has become an important way for enterprises to ensure stable, sustainable outlets for their products.

Products of An Phu Thinh Joint Stock Company (An Phuoc commune) are displayed at a trade-promotion event. Photo: Vuong The

Vietnam's domestic market is gradually expanding in scale, making it not merely a temporary solution but a long-term strategy, driven by the combined efforts of enterprises, the State's policies and strategies, and the coordination and support of associations and sector-specific businesses.

The need for well-designed support strategies

According to the Vietnam Domestic Market Report 2025 by the Department of Domestic Market Management and Development (Ministry of Industry and Trade), Vietnam’s retail market for goods is expected to continue strong growth during 2026–2030, with an average annual growth rate of about 10–12%. Total retail sales of goods and services in Vietnam are estimated to reach about USD 450 billion by 2030. This data presents a good opportunity for manufacturing enterprises, especially consumer goods producers, to focus more on the domestic market amid increasing global economic fragmentation.

According to experts, for enterprises to further expand the domestic market, close coordination among the State, associations, and enterprises is essential. In particular, the State urgently needs to develop a comprehensive strategy for domestic market development.

At the Government's regular online meeting in February with localities, Prime Minister Pham Minh Chinh directed the Ministry of Industry and Trade to lead the proposal to immediately launch "Vietnamese Goods Week", allowing enterprises to offer promotions and discounts to customers buying products made in Vietnam. "Vietnamese Goods Week" will be launched next week in conjunction with the election of deputies to the 16th National Assembly and People's Councils at all levels, aiming to increase total retail sales and service revenue by 13-15%.

A typical example is the High-Quality Vietnamese Goods Program, which has been implemented over the past 30 years. According to Vu Kim Hanh, Chairwoman of the Ho Chi Minh City High-Quality Vietnamese Goods Business Association, the number of enterprises on the program's list has continued to grow. Being included and remaining on that list requires an enormous effort on the part of enterprises and also reflects consumers' deep trust throughout the program's 30-year journey of sustained effort.

In addition to improving product quality, focusing on developing the domestic retail system, creating a favorable business environment, promoting digital transformation, applying information technology, and developing e-commerce channels also helps Vietnamese goods gain a firmer foothold in the domestic market, thereby enabling them to reach global markets. According to Nguyen Ky Hiep, Director of MM Mega Market Bien Hoa (Tran Bien ward), the supermarket regularly organizes promotional programs to stimulate consumer demand, especially programs for Vietnamese goods, agricultural products, local specialties, essential items, and household goods, to encourage consumers to pay greater attention to and use Vietnamese products. At the same time, the supermarket is also ready to support local brands that wish to display and sell their products there.

Winning consumer trust

According to economic experts, living standards are gradually improving. As incomes increase, spending on goods and services also rises. Vietnam’s domestic market currently has both a solid foundation and significant room for growth. What is essential is consumer trust in product quality and market transparency. When trust is strengthened, purchasing power will not only recover but also create more sustainable growth momentum.

Consumers choose Vietnamese products at MM Mega Market Bien Hoa. Photo: Vuong The

To achieve this, enterprises need to increase investment in research and development, innovate technology, and improve production processes in line with green and circular economic trends. At the same time, they must focus on building and protecting their brands, enhancing management capacity, and developing effective distribution channels.

This undertaking is also the approach taken by Pham The Linh, Director of The Linh Co., Ltd. (Ho Nai Industrial Park). According to Linh, the company aims for annual revenue growth of over 20%, with the domestic market as its core. To better tap into the market, the company’s blankets, sheets, pillows, and mattresses have undergone design improvements, with each product line divided into different segments to suit a wide range of customers. The company has also worked to build a distribution and retail agent network, expanding into the northern region to promote its brand and products.

Another favorable factor is that the State is now vigorously implementing measures to enhance transparency in the consumer market, particularly by cracking down on counterfeit and fake goods, which are among the factors undermining consumer trust in Vietnamese products. This reality presents a major opportunity for products made by legitimate enterprises to reach and win over customers through quality and alignment with consumption trends.

According to Nguyen Cong Trung (Tran Bien ward), in the past, the preference for foreign goods was quite common. However, thanks to the increasingly improved quality of domestic products, this mindset is gradually changing. “As Vietnamese people, consumers naturally want to prioritize products made by Vietnamese enterprises. When enterprises prove the quality of their products, consumers will trust them and consider them their first choice rather than simply buying them to show support,” Trung affirmed.

By Vuong The – Translated by Minh Hong, Minho