HAPRO and the journey to bring Vietnam's national brand to the world

During 20 years of construction and development, Hanoi Trade Corporation - Joint Stock Company (Hapro) has proactively enhanced its brand image, established and strengthened international trade relations. This is also considered the "golden key" to realizing the National Brand across five continents.

Hanoi Trading Corporation – JSC (Hapro) is a business enterprise mainly engaged in export with a focus on agricultural and food products; domestic trade business including: developing supermarket chains, convenience stores Hapromart, Haprofood, wholesale, retail; Production of export goods and some items serving the distribution system of the Corporation, ...

Hapro determines the goal of building and developing into a competitive and sustainable domestic import-export and trading corporation, promoting its role as a large economic and commercial enterprise, contributing to the implementation of economic development tasks of Hanoi Capital.

With steady and oriented steps, after 2 decades, the Hapro brand of Hanoi Trading Corporation - JSC has affirmed its position not only domestically but also in the international market, creating trust for consumers. Hapro has also achieved many major awards such as: 08 consecutive times achieving " National Brand " ; 15 consecutive years achieving the " Strong Brand " award ; 15 consecutive years achieving the title of "Prestigious Export Enterprise" with 03 main products including cashew nuts, pepper and rice; many consecutive years in the Top 500 Largest Enterprises in Vietnam or achieving many other prestigious awards such as Sao Vang Dat Viet; Prestigious Retail Enterprise; Typical Trade - Service Enterprise, voted "Vietnamese Goods Loved by Consumers" for Rice products of Hapro Dong Thap branch ...

HAPRO focuses on agricultural and food products; domestic trade includes developing supermarket chains, Hapromart and Haprofood convenience stores, wholesale and retail.

Support and momentum from National Brand

Affirming that achieving the National Brand is both a source of pride and a great responsibility for the enterprise, a representative of Hanoi Trade Corporation - Joint Stock Company (Hapro) added that Hapro always focuses on maintaining and developing brand values in the upcoming development stage.

Achieving the National Brand has helped Hapro participate in key trade promotion programs; as well as "present" at the National Brand booth at major fairs both domestically and internationally such as Vietnam Expo, Vietnam FoodExpo, Shanghai Fair - China, Sial Fair - France, Anuga Fair - Germany, Gulfood Dubai... The above events have created great collective brand strength, thereby helping Hapro easily search, approach and gain the trust of foreign partners.

In particular, achieving the National Brand also helps Hapro gain support from the system of overseas representative agencies and Vietnamese trade counselors in nearly 100 countries and territories around the world in expanding markets and finding export sources, as well as supporting the resolution of difficulties and disputes in foreign trade activities in foreign markets.

Hapro has exported a number of processed agricultural and food products such as vermicelli, dried pho, green beans, black beans, rice, etc. to countries such as Angola, Mozambique, Cyprus, Hong Kong (China), UAE, etc.

Hapro representative also frankly stated: Although building a brand for export goods plays an important role in affirming the position of enterprises as well as products in foreign markets; but in reality the problem is very difficult and complicated; requiring more methodical, sure and long-term steps.

“We started preparing… 20 years ago with the first step being to build the Hapro Brand Identity with full application design parts in the Office, signs, in product packaging designs... Vietnamese branded goods will help foreign consumers trust in shopping, increasing the opportunity to bring consumer goods into modern supermarket and hypermarket chains of developed countries”, Hapro representative shared.

The next step is more “challenging”, requiring more “perseverance” over many years. That is building a brand in parallel with management. Especially for Hapro’s main export products such as rice and agricultural products, to create a mark for the brand, it requires a continuous resource from the machinery and equipment system, linking to build raw material areas, product packaging designs, prices, understanding consumer tastes and building a distribution network, combining into a chain to create trust for consumers.

HAPRO is "present" at the National Brand booth at major fairs both domestically and internationally.

Journey across the ocean to the world

Looking further into the future, Hapro representative informed that in the coming time, the Company will continue to promote production, business and import-export activities; focusing on enhancing brand image to bring Vietnamese products to the world.

Specifically, Hapro will focus on investing in expanding Hapro's agricultural production plants such as rice and cashew nuts in some southern provinces such as Dong Thap and Binh Phuoc to ensure quality and stable output, as well as added value of export products under the Hapro brand.

With the policy of focusing on product labels, packaging, and brands of agricultural products and foodstuffs, it is necessary to attach geographical indications with national and local images to create a difference and enhance individual value.

To expand and develop the brand in foreign markets, Hapro has been actively participating in Fair programs, market surveys, trade promotion with booths displaying export products under the Hapro brand; participating in trade programs with foreign partners in Vietnam and abroad... organized by the Ministry of Industry and Trade, Department of Industry and Trade, Vietnam Chamber of Commerce and Industry VCCI, Vietnamese Embassies - Trade Offices in other countries, Embassies - Trade Offices of other countries in Vietnam... with the aim of promoting and introducing the image, brand, and export products with strengths of the Corporation to attract international partners and customers interested in cooperating with Hapro.

Hapro also pays special attention and focuses on exporting agricultural products, handicrafts, etc. under the Hapro brand.

In addition, Hapro also strives to search for and research the capabilities of partners and customers with the goal of finding units with sufficient capacity to represent the Hapro brand in foreign markets, thereby establishing joint venture relationships to promote import and export, distribution of Vietnamese goods in general and Hapro in particular. In 2018, Hapro signed for the first time a memorandum of understanding on the use of the "Hapro" trademark in the Hong Kong market (China) with the goal of creating a premise to expand the network of brand representatives in countries and territories with potential export markets.

In addition to exporting goods with labels according to importers’ requirements, Hapro also pays special attention and focuses on exporting agricultural products, handicrafts, etc. under the Hapro brand. Currently, the Corporation has exported a number of processed agricultural products and foods such as vermicelli, dried pho, green beans, black beans, rice, etc. under the Hapro brand to countries such as Angola, Mozambique, Cyprus, Hong Kong (China), UAE, etc.

“Hapro realizes that it is necessary to make efforts and develop the export of Hapro branded products to foreign markets because this will bring great effects to the import and export activities of the Corporation. The Hapro brand will continue to be enhanced and spread rapidly to many countries and regions around the world,” emphasized a Hapro representative.

Source: https://baoquocte.vn/hapro-va-hanh-trinh-dua-thuong-hieu-quoc-gia-viet-nam-ra-toan-cau-323416.html