Mai i reira, Vietnam, kua riro atu
Tatou misioni ko te tauturu i te feia faatere i roto i te maha rängai whakawhanake i tētahi māramatanga hohonu o te ōhanga o te aoTo tatou tino nui te mahi te whakaputanga, kua oti te tautuhi, me te whakamōhio i te matua-whakahaere kaupapa mai i te tau. Vietnam ka anga ki te liberalize tona ōhanga i roto i te tekau tau atu i, i te whenua o te feia faatere whakarewahia doi hoki ahau (ranei te"whakahoutanga"). Ko te reira i muri i anake te Peresideni Clinton ara te US te hokohoko heoi i te tau, ahakoa, e te iwi maha i timata ki te puranga i roto i te. I roto i te, i te reira ki te World Trade Organization (WTO) noa i roto i te wa mo te ao raruraru pūtea. Te whenua weathered te tupuhi i te pai, i te tuku i te rima ōrau o te tupu i roto i te. Hoki retailers, me te taonga kiritaki kamupene, Vietnam, ko te ātaahua mākete: te ōhanga kei te tipu haere te taahi me te sustainably, me te taupori kei te tāpiri i te miriona iwi i te tau. Te ara ake nui, i te mataeinaa o te piha haapiiraa waenganui, na e whitu miriona whare, kei te tipu haere nohopuku. Vietnam o te auau reo matatini, ko e rima ōrau, me te i te tau ki te te tau o te kāreti o te whare wānanga ngā ākonga tata rererua.
E ono o ratou e Nehenehe e Tho, Da Nang, Haiphong, Hanoi, Ho Chi san juan Pa, a Nha Trang pūkete, e wha tekau ōrau o te whenua o hoko, kia rite ki te AC Nielsen whakatau tata i (te Whakaatu).
Te Vietnamese kāwanatanga tata e retail sales tae tara. kotahi piriona i roto i te tata ki te rua rite nui rite rima tau o mua atu. Me te whenua kua ruma ki te tupu: pro kopf retail sales, i te tara, e i roto i te raro i roto i te Asia. Tautuhinga ake toa i roto i Vietnam, heoi, e kore e he ngāwari. Ko te mākete kei te kongakonga me te uaua ki te tae, ahakoa kotahi rau ōrau ke-fatuhia retailers ka taea e te rēhita mō te whakahaere raihana, e ratou te tikanga i whakaaetia ki te whakatuwhera i te kotahi anake te putanga. Ki te whakawhänui atu, me haere ratou i te"ōhanga me te whakamātau i."i roto i nei e te kāwanatanga ki te tātari i te kaupapa hou o te ōhanga pānga. Te whakamātau i homai kāwanatanga ā-rohe i te whai hua, me te noho i te tahi taime aukati i runga i te whanaketanga hou. I taua ture ko te ture me te āhua noa i raro i te WTO aratohu. Waihoki, he nui ake whānui i roto i te tono Vietnam atu i roto i te nuinga o ētahi atu whenua, whāiti te uru ki te te mākete kāinga.
McKinsey kua mahi i roto i te Vietnam ki te maha o te motu, me te ao kamupene.
I roto i te pipiri, tatou ka korero ki te tatini whakahaere nei te mahi i mahi i reira.
Whakahere matou e te e whai ake nei kitenga, i runga i ēnei uiuinga, me te i to tatou iho mau iteraa, e pā ana ki te mea e te reira ki te angitu i roto i tenei hihiri mākete. Vietnamese kiritaki e hiahia ana ki te taua te mea i era atu mahi i te pai, i te pono hua e te whakarei ake i to ratou oraraa ia rā (te Whakaatu). He aha hanga Vietnam motuhake, ahakoa, ko e founga hohoro te kiritaki e neke ake i te arawhata"leapfrogging."i roto i te te kupu o te Unilever Vietnam o te tiamana, Marijn van Tiggelen. I roto i te tiaki whaiaro, hei tauira, te whakanui ake i te tokomaha o te iwi e hoko atu mātanga ngā hua. Tāone Vietnamese nga wahine kaumatua e rua tekau ki te, hei tauira, te noho i te tekau ma waru ōrau o ratou moni marama, ki runga ki te kakahu, e ai ki te Tatauranga Whānui i te Tari o Vietnam. Te Vietnam Tāhuhu o te Ahumahi me te Hokohoko matapae e te hokohoko mo te hua ataahua ka tupu te tekau ma rima ōrau i te tau mo te heke mai. Jean-Yves Romagnani, te tumuaki whakahaere āpiha o te TamSon, he ārahi papai-taonga distributor i roto i Vietnam, ki rama pērā i Hermès, me te Kenzo, korerotia ki a matou e te hokohoko mo enei hua, ahakoa iti, ko te tipu tino. (Ki te whakarongo atu i te whakahaere i te matapaki Vietnam hohoro te tipu haere te mākete kiritaki, kite i te video"Matauranga i te hou Vietnam"ranei te tikiake i te PDF o te tuhinga). I roto i te, te Tatauranga Whānui i te Tari whakatau tata e Vietnam i te rima miriona Ipurangi kaiohauru, me te tekau ma waru miriona ngā kaiwhakamahi Ipurangi. I aua tau, he mīharo hoki te whenua i te āhua wawe, te atamira o te mamati te whanaketanga, me te tahi atu tata fokotu'u e te tau noa teitei.
I roto i te Hanoi me Ho Chi san juan Pa, mo te tauira, ki runga ki te hawhe o te taupori kei te inaianei ipurangi, whakapau neke atu i te rua haora i te ra, i runga i toharite.
Fakamolé i runga i digital marketing mo te whenua katoa, heoi, kei te tonu tino iti: anake tara i te tekau ma rima miriona, e ai ki te Cimigo, te mākete i te u rangahau. Rite Mai Huong Hoang, te fefine taki o tetahi o Vietnam ārahi pokapū pānuitanga, ko ngā peka o te Saatchi Saatchi, tuhia,"TV ko te kingi tonu i roto i Vietnam, no te mea nga wahine, ko te kaihanga whakatau i roto i te whānau, me te noho ratou i te rota o te wā e matakitaki ana TV."Heoi, tata McKinsey rangahau i roto i te tahi atu hokohoko puta mai, pērā i China, India, me Malaysia, fokotu'u mai e ko te tere o te huri mamati e taea kia tere, rawa, ki te iwi teina.
Nga pa, ahakoa te nuinga iti, e te whakawhānui i te tere
Na reira, ngā pakihi, ngā taonga kiritaki kamupene e kore e tau'a ore i digital media i roto i to ratou mahere hokohoko. Ahakoa i te awa pāpāho ki te kamupene i tīpakohia, kia ratou mohio te e tata katoa Vietnamese kiritaki e te pānui, me te hoki tino mau. Te haere ki te falekoloa me pea koe ka kite shoppers te pānui i te tapanga hua. Ki te hanga i rama, kamupene i te pai e ora ake ki te kerēme i hanga ana e ratou e pā ana ki to ratou hua, me te neke atu i te raima te kerēme, ki te pai. Metro Moni Kawe ko te global te kamupene e hokona te kai, me te tahi atu taonga kiritaki ki te toa, me te wholesalers. Ia o ona iwa toa i roto i te Vietnam tuku o nga mano tekau o ngā tūemi, i te tata katoa rohe hua, me te kaimahi i te tahi iwi. O te kamupene o te wheako i roto i te whenua e whakaatu ana me pēhea te ki te hanga i te pakihi angitu i te tautoko i ngā kaituku, me te raveraa i te mea nui ki te mahi pāpori. Kai te haumaru i roto i te Vietnam ko te tino o te take, ki te tata ki te toru miriona te wā o te kai paihana i te tau. Te iwi e whai pai take ki te māharahara e pā ana ki te rawakore kai akuaku, me te refrigeration i roto i kaihoko ara, me te maku ano i te mākete. I mua i tēnei tau, nā te kāwanatanga o te haumaru kai, te nama kauwhautia e, ngā kapa i tirotirohia, pakihi, me te kitea, maumaui i roto i te Tet hararei anake. Metro kua hanga te haumaru kai, te matua wahi o tona misioni.
O te kamupene o te arotahi ki runga i te mekameka supply te whakahaere me te kounga haapapûraa hoki te hua o te rohe kaihanga.
Mai i te tau, Metro kua whakaakona tata, Vietnamese kaimahi me te hī ika i roto i te haumaru kai i ngā tikanga hei wāhanga o tona"farm ki te marau,"te kounga-pūnaha whakahaere. Kaihanga nei i te whakatau i ēnei paerewa e kore e anake te whai i te pono kaihoko i roto i te Metro engari whiwhi hoki koe te uru ki te ke mākete. Metro kua mahia e tino pai i roto i te Vietnam me ngā mahere ki te whakapiki ake i ona mahi reira nui. E rere e pā ana ki te, māero te tawhiti mai i te raki ki te tonga, Vietnam, ko te nuinga o te tuawhenua, me tona hanganga, e whakaatu ana i te mau tamataraa.
E toru anake nga pa (Haiphong, Hanoi, me te Ho Chi san juan Pa) kua neke atu i te kotahi miriona iwi.
Modern hokohoko nui whaiaro-te taviniraa i te toa, tino, no te ki te mekameka, rite te ātete ki te mākū hokohoko ranei"mama, me ngā pahū"ngā toa kei te tipu haere, ki atu atu i te wha rau wāhi. Waihoki, i tēnei wāhanga ngā pūkete mō te anake e pā ana ki tekau ōrau o te total retail sales (ko ofi ange ki ki te ōrau i roto i te Ho Chi san juan Pa). Kamupene e tatari modern hokohoko ki te pakeke i taea e ngaro i te whai wāhi ki te riro i te kiritaki mateaki, me te faaite i te mākete.
Na, me pehea e taea te retailers te tae te kiritaki i roto i tenei whakamararatia atu ana, me te wehewehe te mākete.
Unilever kua whakawhanakehia he whatunga motuhake, me te motuhake distributors e hoko me te tohatoha i tona taonga i roto i nga rohe me te cranny o te whenua o pa, me te kawanatanga."Ki te hiahia koe ki te waiho i te angitu taonga kiritaki kaitākaro i roto i te Vietnam, ako Unilever."tohutohu Anh Tu E, te TUMU whakarae o Riana, tetahi o Vietnam ārahi i te kiritaki hua kamupene."Tatou i te ako i te ara Unilever whiwhi ona hua ki te mākete puta noa i te whenua, me te i roto i te to tatou kamupene whakamahi tatou i rite te taua tauira e rite te mahi ratou."Te nui o Unilever o te angitu mai i te tohu paetahi ki te e te reira i ngā tereina me te aroturuki tona distributors, hoatu ki a ratou i te kawenga mō te whakahaere i to ratou ake mahi. O te akoranga, Unilever o te pūnaha e kore e mahi mo te katoa pakihi te mata, ko te ki te huarahi Vietnam i runga i ona ake ture.
Vietnam ko tetahi o te tere o te ao-te whakatipu öhanga, me te reira te kahore he take ki te whakapono te reira e te pōturi iho.
I tona hanganga, ko te whakapai ake, me te hou hokohoko kua hanga nui te ino. Asia o te, te whakaotinga, te taupori, me te tere whakatamarikitanga o te hangarau hou te hanga Vietnam te whakaongaonga mākete. Otiia ko te reira e kore te tikanga i te mea ohie. Marco Breu ko te tumuaki i roto i te McKinsey o Bangkok tari, Brian Salsberg ko te tumuaki i roto i te Tokyo tari, me te Hà Thanh Tú, ko te kaitohutohu i roto i te Singapore te tari. Te waihanga i tētahi kōtaha ki te tiki i te uru tonu ki to tatou tuhinga, me ngā pūrongo, tae atu ki te hunga e McKinsey ia toru marama, me te McKinsey Global Institute, me te ki te ohauru ki to tatou pānui, me matohi īmēra.
