[Asia Economy Reporter Moon Hyewon] The Korea Federation of SMEs announced on the 10th that it held the ‘2020 Vietnam Promising Consumer Goods O2O (Online-to-Offline) Strategic Export Consortium’ composed of domestic export companies in beauty, food, and consumer goods at the Sheraton Hotel in Ho Chi Minh City, Vietnam.
The event was attended by 34 domestic SMEs, including ▲Beauty & Cosmetics (21 companies) ▲Food (8 companies) ▲General Consumer Goods (5 companies). A total of 70 prominent buyers, including MDs from Vietnamese online shopping malls ‘Shopee’, ‘Sendo’, and ‘VTV Hyundai (Vietnam Hyundai Home Shopping)’, pre-matched by the Korea Federation of SMEs’ ASEAN office in Vietnam, participated.
Vietnamese local buyers visiting the event were guided by professional interpreters to directly touch and experience various products at the participating companies’ product showcases. They also took part in real-time 1:1 video export consultations with domestic companies connected online through consultation booths set up at the venue.
In addition to B2B marketing, B2C marketing was simultaneously conducted through live broadcasts using online platforms by famous Vietnamese influencers.
The O2O Strategic Export Consortium is an online-offline linked complex overseas marketing support project where overseas buyers can directly experience exhibited products and conduct 1:1 online B2B video export consultations with domestic companies.
Due to COVID-19, domestic SMEs unable to travel overseas sent product samples to Vietnam to create offline showcases for exhibition and promotion. This allows overseas buyers to directly touch and experience products, compensating for the shortcomings of existing online video consultations, and is expected to have effects comparable to offline overseas exhibitions.
Through integrated export marketing support such as producing customized promotional content for the Vietnamese market and consulting for entry into major Vietnamese online malls, it is expected that participating SMEs will be able to secure various distribution channels within the Vietnamese market.
Jeon Hyesook, head of the Trade Promotion Department at the Korea Federation of SMEs, said, “Since export activities of SMEs are limited due to COVID-19, we are considering the optimal export support methods for SMEs. Through this O2O overseas marketing support project, which combines non-face-to-face online export support methods with offline face-to-face events, we will expand support projects that can overcome the limitations of online and achieve export results.”
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