Hoa Phat Furniture speeds up the export strategy

Hoa Phat Furniture is not only the leading producer in Vietnam but also conquers many foreign trading partners. In the process of its development, the Company always pays its attention and incessantly speeds up the product export strategy.

Asia is the traditional market of Hoa Phat Furniture for a long time with main standard export products such as steel office cabinet, steel safe box, steel pipe furniture, etc. Together with remaining and expanding the market, the Company pays attention to deeply develop following the standardization of the distribution agencies in foreign countries: hanging Hoa Phat panels as well as improving advertising   the Company’s images in showrooms, increasing Hoa Phat trademark’s exports density etc. These operations are to broadcast Hoa Phat Furniture trademark in the foreign market and also to improve the relations between the Distributors and the Company. By this way, over the past time, Hoa Phat has conquered new markets by opening sales agencies with Hoa Phat trademark in the South East Asia countries.

In order to meet the customers’ demand and the new trend, Hoa Phat Furniture creates its specific mark by researching sub-brands for each product with Hoa Phat Trademark - the mother trade mark. The criteria are that the sub- brands have to be suitable to the custom, culture and consumption habit of specific market. The products are easy to identify and distinguish from labels, structure to product packaging, export product standardization. Especially, with big export projects, goods labels, logo, product origin are paid more attention. This expresses the profession of the Company and it is received the customers’ support. Besides, the Company also study the design, quality, structure, colour which are suitable for each Hoa Phat’s export market.

Recently, material price fluctuation has influenced the export of the Hoa Phat traditional products. To actively face the complicated movement of the market, Hoa Phat has diversified export product brands, including wooden products, solid wood products, office chair, as well as improved market forecast, reserved material for manufactoring, etc. Therefore, Hoa Phat Furniture always keeps the active position before the market changes, reduces the dependence of traditional export products, maitains and increases the export turnover stably.

The remarkable success of Hoa Phat Furniture is that the  the Company’s new products are  fast accepted by foreign customers. Over the past time, basing on researching specific demands of the customers and the the Company’s new product orientation, Hoa Phat Furniture has gained the first successes in new wooden products line named “New trend”. Besides creating many new designs, applying new and modern colour and accessories, this brand is confirmed it’s origin: “Made in Vietnam”  on the packings as well as stick product labels. 12 product containers of furniture for hospitals are the initial step but promises the potential to explore. The export project of wooden furniture is produced logically, each production phase has supervision so the quality is ensured and shipment progress is satisfied. The success of this new export project creates the premise for the Company to implement the next projects, following specific requiremnets of each customer category as well as the development of the market in general.

Currently, the Company prompts to complete the export products quality control process to improve exports quality following the orientation of exploring the customer category and to take part effectively in big bid projects in the world. In the coming time, in order to remain and speed up the export activities, besides the strategy of developing the trademark and products, the Company will pay strong attention to trade promotion activities such as taking part in international trade fairs, looking for customers and having strategy to meet the specific demands of each customer category.

Products export not only brings revenues for the Company but also contributes to improve the Hoa Phat Furniture Trademark’s status in particular and Hoa Phat Trademark in general when intergrating in the international market.

Ngoc Thuy - Anh Hong