Biti's - a Vietnam Value Programme honoured "Journeys will lead you home" messages

Biti's is a major shoe brand for every local consumer

From a small facility established in 1982, then becoming a co-operative named Binh Tien specialising in producing rubber slippers in District 6, Ho Chi Minh City, with dozens of staff members, Biti’s has successfully overcome the difficulties during the subsidy period (in the 1980s-1990s when private business was restricted) to become a shoe behemoth now. With a solid base formed over the years, Biti's is expected to keep reaching further.

With seven main branches across the country, 156 stores, and more than 1,500 sales intermediates, Biti’s have created more than 9,000 jobs and the annual output of 20 million pairs of shoes. In China, Biti’s established four offices, 30 distribution of commodities, and 300 sales points. Meanwhile, in the promising Cambodian market, Biti's established Cambo Trading as its main distributor.

The footwear company has been exporting to more than 40 markets such as Italy, France, the UK, the US, Russia, Japan, South America, Mexico, and Cambodia, among others. Moreover, Biti’s is also a processing partner of global shoe brands such as Decathlon, Clarks, Speedo, Skechers, Lotto, and others with large orders each year.

Contributing a part to the success is meaningful advertising messages. For instance, "Tender care for your feet" has always been the priority of the company, which is reflected in Biti’s items and media campaigns. With a broad vision, the footwear maker wishes to better spread the message through new and updated slogans like “Di de tro ve” (Journeys to lead you home) tied to the Redsnow and Redpride brands.

Consumers are now flooded in advertisements each day and even hour. Therefore, to be different from them, Biti's has always spent a long time to formulate a story to pair with its message, targeting three factors, including authenticity, inspiration, and impact.

During the fight against COVID-19, Vietnam came into the spotlight with its successful control of the pandemicand this inspired the launch of Biti's Hunter Street Black Line to honour the creativity, kindness, perseverance, and the optimism of people fighting on the front-lines.

Moreover, Biti’s has attempted to accelerate the campaign of “Proudly Made in Vietnam”, including plenty of promotional videos posted across the media. The story is its long-term campaign, encouraging the participation of a large number of companies and Vietnamese users.

As the leading brand in the Vietnamese footwear sector, Biti’s has been pursuing “people-centric development” with a range of pioneer solutions. Specifically, the first solution is to focus on investment in research and build infrastructure for big data and personalisation. The second is to invest in human resources through training programmes, aiming to train positive and highly skilled staff members to propel forward its global ambitions.

Biti's - a Vietnam Value Programme honoured (source: snkrvn.com)

This is the first time the Vietnam Value Programme has been implemented according to Decision No.30/2019/QD-TTg dated October 8, 2019 on promulgating regulations on building, managing, and implementing the Vietnam National Brand Programme.

Mr. Vu Ba Phu, General Director of Trade Promotion Department, Ministry of Industry and Trade, said that after 17 years of implementing the program of voting national brands of seven brands, we have witnessed the continuous growth of many domestic enterprises.

At the first selection in 2008, we saw only 30 selected companies with their products. By 2018, this had grown to 97, and this year we have registered 124 businesses and their brands.

However, the growth of the business community is not only in the number of enterprises participating, but also in exports, sales, contributions to the state budget, as well as their efforts in social responsibility. and job creation.

For example, the national brand recognized enterprise in 2018 achieved revenue of about 907 trillion VND (39.4 billion USD), export turnover reached 130 trillion VND (5.6 billion USD), contributing 85 trillion VND (3.7 billion USD) to the state budget and created 340,000 jobs.

Meanwhile, this year, those figures have increased to 975 trillion dong (42.4 billion USD) and 123 trillion dong (5.34 billion USD) by 2020, with the amount contributed to the bank. State books amounted to 179 trillion VND (8.5 billion USD) and 350,000 new jobs were created - all despite the pandemic.

Vu Ba Phu also said that, the Ministry of Industry and Trade has supported businesses in difficulty. After the first months of the health crisis, the domestic market was redefined.

Right from the beginning of the year, following the direction of the Government, the Ministry of Industry and Trade has worked with ministries, branches and localities to implement supply-demand activities across the country to remove difficulties for businesses in production. and distribution.

In addition, to support businesses with high quality brands, we have also been integrating selected brands into national promotions such as the Clean Food Program to vote Vietnamese products for local people.

The integration of such programs has helped grow the domestic market since the beginning of the year, despite the economic consequences of the pandemic. This shows that the communication, promotion and support efforts of the Ministry of Industry and Trade and its agencies so far have been effective.