Analyze Biti’s strategies to meet the demand of Chinese consumers.

Biti's

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Bites

, a brand

that is

so familiar to Vietnamese consumers, was born in 1982 under the founding of Mr.

and

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And

Mrs. Vưu Khải Thành. "

Biti

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Byte

" is an abbreviation of "Binh Tien". At

first

, the company only had 15 employees to produce rubber sandals exported to the Soviet Union and Eastern Europe from low-productivity rust machines. In the late 1980s, when the Soviet Union and Eastern Europe disintegrated,

Biti

's lost its main

market

. At the same time, in the domestic

market

, Thai and Chinese sponge slippers are lighter and more beautiful than Vietnamese rubber slippers. Exporting flat bowls, selling in the country was not finished, Mr. Vưu Khải Thành and his wife immediately went to Taiwan to buy technology to produce EVA foam slippers.

This

Chinese-born businessman chose Southwest and China as the new export

market

. China is the world's largest

footwear

producer and

footwear

exporter, limiting the expansion of already arduous Chinese goods, let alone attacking the rival.

This

is a bold decision because while Chinese

footwear

is entering the Vietnamese

market

with low prices,

Biti

’s thinks the opposite: conquering the rival

market

with

quality

, affordable products. Advantages:

This

is considered an easy-going

market

because it consists of different population classes, different income, so the needs are very diverse, able to survive the goods with good specifications and

quality

.

dozens

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Dozens

of times apart. Chinese people have a habit of shopping, being attracted to new and different products while

Biti

's has the ability to supply thousands of products to the

market

.

In addition

, the culture between the two countries has many similarities. China attaches great importance to export promotion, but China's

footwear

import

market

is relatively small, accounting for only 1% of the whole country. The well-known foreign brands

such

as Nike, Adidas

...

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...

are

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Are

not

many but

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many, but

only targeting high-income consumers.

Therefore it

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Therefore, it

can be said that

this

is a

favorable

encouraging or approving or pleasing

favourable

market for low to

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market for low

medium

quality

footwear

. The West is the most backward

region

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regions

in China.

Therefore

, the government of

this

country always attaches great importance to the economic development of the Western region.

This

has opened up "golden opportunities" for Vietnamese businesses like

Biti’s

to grip, cut off, or tear with or as if with the teeth or jaws

bites

. Challenges:

Although

Chinese made goods are not considered high

quality

, they are always rich and diverse. Thanks in part to

market

research, and in no small part to the widespread popularity of counterfeit goods in China, Chinese facilities seem to be able to immediately imitate every style and design on the

market

.

school

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School

.

Strategy

: Avoid strong - hit weak "Chinese people walk a lot, so they always have to keep their feet comfortable and

comfortable

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comforting

, at

this

point,

Biti

's products meet," said Lai Khiem, Vice Chairman of

Biti

's Company.

to

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To

speak. Avoid strong: If China enters the Vietnamese

footwear

market

with low prices,

Biti

's conquers its competitors with high

quality

products at competitive prices, higher than Chinese goods but cheaper. Famous brand products

such

as Adidas and Nike. Weak shot:

Biti

’s has researched to find a vacancy in the Southwest

market

of China. The Southwest is a potential

market

with a population of over 420 million people, focusing on 75% of ethnic minorities and about 80% of China's poor but left open because China is too focused on exporting.

Biti’s

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Bites

has invested

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have invested

in building Lao

Cai

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CAI

international border-gate trade

center

an area that is approximately central within some larger region

centre

to actively buy raw materials, and produce many high-class products for the Chinese

market

. The advantages of geographical location, available infrastructure and transportation make Vietnamese goods brought to the Southwest closer and more

favorable

encouraging or approving or pleasing

favourable

than goods brought from the eastern provinces of China. By understanding China's legal system and business practices here,

Biti

's management has carried out

timely trademark registration

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the timely trademark registration

and protection. Price

strategy

: Here,

Biti

's applies the "one price" policy and creates a good effect right after its inception. Consumers in Southwest China will feel secure because they do not have to worry about paying, buying, buying the wrong one.

Moreover

, because the price is always associated with

quality

,

although

it is a bit more expensive than similar products,

Biti

’s is still the trend of choice for consumers here. Distribution

strategy

is summarized in the four words "thick, far-flung":

Biti

's organizes a centipede distribution system, in big

cities there

Accept comma addition

cities, there

will be a distribution

center

an area that is approximately central within some larger region

centre

,

this

center

an area that is approximately central within some larger region

centre

Center

combined with other local retailers and they distribute to consumers so the spread is stronger. At present,

Biti

's has developed more than 20 general agents and more than 350 consumer agents in most southwestern provinces of China

such

as Chongqing, Yunnan, Guangxi, Guangdong, Fujian, Hubei. ..., even in Beijing and Shanghai, it is a "dream" distribution and retail network of any business. Trade promotion

strategy

: TV commercials, newspapers in China are expensive but ineffective by reaching directly to consumers through fairs and local distributors. Because the customs of the people here are very interested in

traveling

the act of going from one place to another

travelling

, gathering in crowded places, every year here organizes exhibitions and fairs that attract a lot of people visiting

shopping

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shops

.

Biti’s

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Bites

Bits

immediately takes

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are immediately taken

advantage of opportunities to participate in fairs to promote its products to consumers. Result: Imprinted with a footprint on the away field

As a result

,

Biti

’s annual

revenue

in the Southwest accounts for 80% of the company's total

revenue

in the Chinese

market

. From the Southwest

market

,

Biti

’s continues to spread throughout China.

Biti's

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Bites

Bits

Bets

can be considered as a successful Vietnamese enterprise in the

strategy

of "committing itself" and building a brand image in foreign countries, especially in the world-renowned capital

market

with similar products at the same price.

cheap

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Cheap

.

Biti's

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Bits

Bytes

Bites

is

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are

one of the leading enterprises in Vietnam's

footwear

industry, accounting for 15% of the domestic

market

with more than VND 1,000 billion domestic

revenue

and 50% of export proportion in the company's

revenue

structure in 2012. .