Trade promotion - the key to opening the market

In the context of many fluctuations in the regional and world economy, the need to expand the market and increase product value has become an inevitable part of the economy. In Khanh Hoa, trade promotion activities in recent times have not only been a channel to introduce products or connect supply and demand, but also demonstrated the role of "opening the market", creating a new growth platform for businesses and developing the province's economy.

Participating in trade fairs, businesses not only sell products but also establish new networks of partners.

Improving the quality of market connections

The province's trade promotion in the first 10 months of 2025 recorded many bright spots. Dozens of promotion events were held inside and outside the province, attracting hundreds of businesses to participate. Models of fairs, supply-demand conferences, market seminars, OCOP promotion programs... have created real connections, helping local products reach deeper into the large distribution system. Participating in national trade fairs, enterprises not only sell products but also establish new partner networks. The group of agricultural products and processed specialties of the province is attracting the attention of many agents and domestic and foreign enterprises. In the Autumn Fair 2025 in Hanoi in early November, more than 30 Khanh Hoa enterprises brought many typical product lines. According to the report of the Provincial Investment, Trade and Tourism Promotion Center, in 12 days of participation, the revenue brought in is estimated at 4.25 billion VND, with more than 100,000 visitors; 7 enterprises signed 14 memorandums of understanding on cooperation, in which the group of bird's nest products, herbs and agricultural products received special attention from partners. Tourism businesses such as L’Alya Ninh Van Bay (Dong Ninh Hoa ward), Diamond Bay (Nam Nha Trang ward) also "connected B2B" with about 20 travel agencies. Anvan Dried Food Company (Dien Dien commune) alone has worked with 3 partners from Hong Kong, Australia and New Zealand, opening up a way to participate in the international supply chain.

In recent years, the province's trade promotion activities have shifted from simple promotion to a more modern market approach model, focusing on direct connection and creating real value, helping businesses access market information, quality standards, distribution systems and new cooperation opportunities. Nguyen Hoai An - Director of Khang Bird's Nest Company Limited (Nha Trang ward) shared: "After the Autumn Fair, we received nearly 10 orders from partners outside the province and proceeded to sign long-term contracts. Trade promotion programs help products reach the right target audience, supporting communication more effectively than spontaneous methods".

According to preliminary assessments, each year, trade promotion programs support hundreds of businesses to connect with dozens of domestic and foreign buyers; many product groups such as bird's nest, mango, seafood, herbs... have signed memorandums of understanding for cooperation. This affirms that trade promotion not only creates effective communication but also brings direct economic value, improving the quality of market connections.

Businesses participating in the B2B connection program, looking for partners at the supply-demand connection conference.

"Key" to deep integration

The current market changes rapidly with increasingly high requirements for quality, traceability and supply capacity. That requires building a professional "promotion ecosystem" - where businesses are supported from market research, standard consulting, product completion to direct connection to the distribution chain. Although Khanh Hoa owns many products with competitive advantages such as: bird's nest, processed seafood, mango, grapefruit, marine herbs, traditional fish sauce, OCOP products... but many small enterprises do not have enough resources to open their own markets. Therefore, the role of the promotion agency is more meaningful in guiding, orienting, and supporting the search for partners.

Tran Quoc Sanh - Deputy Director of the Department of Industry and Trade said: "Trade promotion must become a new pillar of development. The province aims to strengthen connections with large distribution systems, support product standardization and organize in-depth promotion programs in key markets. When enterprises are supported, the market will expand, creating a driving force for sustainable growth".

In fact, when businesses are properly supported, their ability to access the market increases significantly. Many Khanh Hoa brands have been present at international fairs, initially creating prestige and image, creating a premise for a long-term export strategy. Nguyen Bang Phu - Deputy Director in charge of business at Viet Phap Company Limited (Dien Dien commune), assessed: "The difference of trade promotion today is professionalism. Businesses are supported with documents, export standards and ways to approach buyers. If favorable, it can open up a long-term market for the province's typical products". Trade promotion is becoming the "key" for Khanh Hoa to expand its market, increase product value and increase competitiveness. When businesses are supported according to their needs, product standardization goes hand in hand with distribution connections and long-term strategies, promotion activities will become a clear growth driver for the province's economy. If it continues to be implemented in a professional manner and expands cooperation, many key product groups of Khanh Hoa can completely break through, contributing to a more dynamic and deeply integrated economy.

TRUONG VAN TIEN - Director of the Provincial Investment, Trade and Tourism Promotion Center: Trade promotion is not just about organizing fairs or connecting supply and demand, but also about improving the market access capacity of enterprises. We aim to support Khanh Hoa enterprises to expand their activities outside the province, reach the national level and reach international markets with methodical and substantial promotion programs.

Hong Nguyet

Translated by T.T