Enterprises tap into domestic market

Alongside exports, the domestic market remains one of the two key drivers of Vietnam’s goods production. Amid ongoing geopolitical fluctuations and global trade tensions, the domestic market plays an increasingly crucial role in achieving the nation’s annual growth targets.

Hai Viet Coffee products on display at the Autumn Fair 2025 in Hanoi. Photo: LH

For consumer goods manufacturers, efforts to effectively tap into the domestic market, with its large population and rising year-end consumption demand, are actively pursued.

Expanding market, rising purchasing power

With a market of over 100 million people, Vietnam offers substantial potential for economic growth driven by domestic demand. Effectively harnessing this strong domestic purchasing power will help achieve the national economic growth target of over 8% in 2025.

In particular, when export activities are forecast to be more difficult in some major markets due to the impact of global trade policies, the domestic market becomes even more vital.

According to Vu Ba Phu, Director of the Trade Promotion Agency under the Ministry of Industry and Trade, in addition to national trade promotion and exhibition programmes – such as the Autumn Fair – the Ministry will continue coordinating with relevant ministries, sectors and localities to learn from experience, enhance organisational efficiency and launch more specialised fairs to boost trade, investment and tourism.

To stimulate domestic demand, the Ministry has also approved a programme for domestic market development, consumption stimulation, and acceleration of the “Vietnamese people prioritise Vietnamese goods” campaign for the 2025–2027 period.

Accordingly, in the remaining months of 2025, measures will focus on supporting manufacturers, distributors and retailers; ensuring stable supply sources while restructuring them toward sustainability; and strengthening supply–demand linkages, particularly in rural, mountainous, remote and island regions, as well as in economically disadvantaged areas. Market inspection and consumer protection will also be intensified. The industry aims to increase total retail sales of goods and consumer services by around 10.5%, striving for 12% in 2025, thereby contributing to the national economic growth target of 8.3–8.5% as directed by the Prime Minister.

In Dong Nai Province, according to the provincial Statistics Office, trade and service activities have continued to develop steadily. Over the first three quarters of the year, purchasing power rose by more than 18.5% compared to the same period last year. E-commerce also continued to thrive, confirming its role as a strategic distribution channel helping many enterprises expand markets and improve distribution efficiency. Dong Nai, with a large number of enterprises and an economy second only to Ho Chi Minh City in the southern region, benefits from geographical proximity to the city, thereby forming a major consumer market and creating numerous business opportunities.

The Ministry of Industry and Trade aims to position Vietnam among the world's top 10 most attractive retail markets within the next two years, according to the Kearney Global Retail Development Index. To that end, the sector will continue developing a modern, distinctive, and nationwide commercial infrastructure and expanding modern retail models that reflect Vietnamese characteristics.

Enterprises intensify year-end sales efforts

In the final months of the year, consumer demand in the market traditionally increases, therefore consumer goods enterprises are stepping up production while seeking ways to boost sales.

Participating in the Autumn Fair in Hanoi within the Dong Nai pavilion, Le Thi Hai, Director of Hai Viet Coffee Co., Ltd (Trang Dai Ward), shared: "We are proud to bring Dong Nai coffee products to Vietnam's largest fair this year. Visitors have shown great interest in our products and have sampled them enthusiastically, which encourages us to further improve quality. We also hope to find partners, customers and distributors to bring our safe, health-friendly coffee products to a wider market."

Similarly, Pham The Linh, Director of The Linh Co., Ltd, said: "Our blankets, sheets, pillows, and mattresses are primarily sold in the domestic market. Recently, to strengthen brand awareness and expand our sales network, we have been building a system of agents and retail points across provinces and cities."

Establishing a network of sales agents has effectively extended the reach of The Linh-branded mattresses across southern and central provinces. The company has also set up specialised units to improve efficiency in each production stage and to develop product lines tailored to specific customer segments.

Experts note that to better tap into the domestic market and boost sales, Vietnamese enterprises must enhance the quality of their products and services to earn consumer trust and preference for imported goods. At the same time, the enterprises should connect and supply complementary products to one another, whereby one firm’s output becomes another’s input. This approach helps reduce imports and maintain a strong trade surplus for the national economy.

By Vuong The – Translated by My Le, Thu Ha