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Vietnam on Your Steps: The Revival of Vietnamese Footwear Brands

The footwear market in Vietnam is witnessing a vibrant and fierce competition between domestic and international brands. Increasingly, many international footwear brands are choosing Vietnam as a place to process and produce their products. This has led to a significant increase in the number of shoes being sold in the domestic market. This situation poses fierce competitive pressure for domestic footwear brands. In this context, Vietnamese footwear enterprises are striving to affirm their identity and position by capturing market trends, innovating designs, improving product quality, and building strong brands. The growth of the Vietnamese footwear industry is reflected in the fact that many domestic enterprises have boldly invested in product design departments, and modern technologies to improve product quality, reach more customers, and meet the increasingly stringent demands of consumers. In addition, the development of the footwear market also contributes to creating many job opportunities for Vietnamese workers. This not only contributes to improving the economic life of the people but also promotes the socio - economic development of the country.





According to the socio - economic situation report of 2023 published by the General Statistics Office of Vietnam, Vietnam’s footwear export turnover in 2023 reached 20,37 billion USD, a decrease of 14.7% compared to 2022. In addition, according to the General Department of Vietnam Customs, the average growth rate in the period 2019 - 2023 of this commodity is 2.81%/year. Vietnam is currently the second largest footwear export market in the world and is expected to continue to maintain and increase export turnover in the future. Vietnam has exported footwear products to about 150 countries around the world. Among them, the export turnover to the United States is 6,5 billion USD, down 27.9%; to the EU (27 countries) is 4,45 billion USD, down 19.3% compared to the same period last year. On the contrary, footwear exports to China and ASEAN in 11 months/2023 increased compared to the same period last year, specifically 1,71 billion USD to China (up 11.1%) and 497 million USD to ASEAN (up 26.9%). According to the “Strategy for the Development of the Textile and Footwear Industry in Vietnam to 2030, with a Vision to 2035”, Vietnam sets a target for the export turnover of the leather and footwear industry to reach 27 - 28 billion USD in 2025 and 38 - 39 billion USD in 2030. It is forecasted that Vietnam’s footwear exports will grow 10 - 12%/year in the period 2022 - 2026. Regarding the market size of Vietnam’s footwear consumption, according to the Vietnam footwear market report by VIRAC, there is not too much difference in market share between domestic and foreign brands in the footwear market in Vietnam. Specifically, international brands currently hold 52% of the domestic consumption market share.


Biti’s


Biti's, also known as Binh Tien Consumer Goods Manufacturing Company, is a renowned brand in Vietnam, specializing in the production of shoes and sandals. The brand began its journey in 1982, from two manufacturing complexes, Binh Tien and Van Thanh, in Ho Chi Minh City. Currently, Biti's product distribution system has expanded nationwide, including 07 branch centers, 156 marketing stores, and over 1,500 retail distributors. This has created many stable job opportunities for workers at Biti's General Company and Dona Biti's Company. Biti's not only expands the domestic market but also reaches out to the international market. In China, Biti's has established 04 representative offices and has exported its products to 40 countries worldwide. Biti's is trusted and chosen as a processing partner by many famous international brands such as Decathlon, Clarks, Speedo, Skechers, Lotto, etc.


Biti's products are diverse and abundant, with various styles and designs, serving the needs of customers at home and abroad. Biti's shoes and sandals, with the slogan "Biti's takes care of Vietnamese feet", have left a deep impression in the hearts of Vietnamese consumers, especially the 8x, and 9x generations. Biti's is known for its durable products, and affordable prices, suitable for the Vietnamese concept of "eat well, wear durably". Especially, the turning point named Biti's Hunter has helped the company revive in a fiercely competitive period when Biti's was gradually being forgotten.


Regarding the business situation, Biti's showed signs of recovery in 2022 when both net revenue and profit after tax showed strong recovery signs. Specifically, the net revenue of this enterprise in 2021 decreased by more than 26% compared to the same period in 2020 before ending 2022 with growth to nearly 2,000 billion VND. Along with that, Biti's net profit also decreased significantly in 2021 and then quickly regained growth to more than 96 billion VND in 2022.


Vascara


Vascara, a renowned fashion brand in Vietnam, was launched in 2007 with only 4 initial stores. Currently, Vascara has expanded with 137 stores across all provinces in the country. Although Vascara is a brand franchised from Brazil, all Vascara products in Vietnam are created by domestic designers.


Vascara offers a range of fashion products, including shoes, handbags, backpacks, wallets, glasses, etc., with modern and youthful designs. Vascara currently has about 1,300 shoe models, from high heels, feminine ballet shoes, to loafers and dynamic sneakers. Each pair of Vascara shoes is made from 100% real leather, with each detail meticulously cared for to provide comfort and ensure durability for the user.


2022 is a year marking the improvement in Vascara’s business operations when the company’s net revenue in 2022 increased by more than 82% compared to the previous year, reaching nearly 600 billion VND. Regarding profit after tax, Vascara also showed positivity when after 2 consecutive years of reporting losses, by 2022 this company had made a profit with a net profit of over 30 billion VND.



Net revenue of Vietnamese Footwear Enterprises
Net revenue of Vietnamese Footwear Enterprises

Juno


Juno, a Vietnamese footwear brand, was founded by three Vietnamese men in 2005. Juno specializes in providing fashion products such as shoes and handbags for women, serving all subjects from students, office workers, to businessmen and office staff. With a modest initial capital, however, after 10 years of operation, Juno was still just an unremarkable name in the leather shoe market with only 5 stores. The change took place in August 2015, when the founder of Seedcom, a former founding member of The Gioi Di Dong, decided to invest in Juno and participate in company management. Thanks to this support, Juno has developed strongly and gradually affirmed its position in the market. Just within 4 years, Juno has expanded to 80 stores in Hanoi and Ho Chi Minh City, proving the remarkable development of the brand.


Juno’s net revenue in 2021 saw a slight decrease, then turned to increase in 2022, reaching over 550 billion VND. Regarding profit after tax, this brand has profits changing over the years. In 2021, Juno recorded a negative profit. However, by 2022, along with the growth momentum of net revenue, Juno recorded a positive profit after tax of over 5 billion VND.


Bita’s


Bita’s, owned by Binh Tan Consumer Goods Manufacturing Joint Stock Company, which was established in 1991, is one of the leading enterprises in Vietnam in the field of producing and trading high-quality footwear.


With a modern and advanced production line, and product quality meeting ISO standards, the company has created a range of rich and diverse products. Bita’s products, including sandals, office shoes, sports shoes, super light shoes, and many other types, are beautifully designed and suitable for consumer preferences. They serve all ages and help consumers easily combine with various other outfits. Bita’s products are not only consumed in Vietnam but also exported to many other countries such as Japan, the US, European countries, China, Myanmar, Cambodia, and many other places. In the domestic market, Bita’s has built a system including 05 business management branches, and more than 1,000 distributors nationwide, along with a retail store system at shopping centers and supermarkets.


In the period from 2020 to 2022, Bita’s net revenue increased by nearly 20%, reaching over 300 billion VND in 2022. The profit after tax of this enterprise also recorded an improvement after a significant loss in 2021 with a net profit achieved of over 620 million VND in 2022.


Thuong Dinh Footwear


The Thuong Dinh footwear brand, with a long history of development since 1957, has become a familiar name associated with the memories of many generations of Vietnamese people. Initially, Thuong Dinh was just a manufacturing workshop under the Military Region Bureau - the General Department of Logistics named X30, specializing in hard hats and rubber sandals for the military. However, Thuong Dinh quickly became famous for its simple but durable canvas shoes, which once dominated the cheap shoe market and were widely used in many fields such as sports, football, outdoor activities, etc. The simplicity in design along with the shoe sole made from flexible, durable rubber has helped Thuong Dinh footwear win the affection of a diverse audience and age group. During its golden time, Thuong Dinh became a national brand, present in every Vietnamese family. Although there was a time when it seemed to have been forgotten, in 2023, Thuong Dinh made a strong comeback when it received the “promotion” from many celebrities.


The net revenue of Thuong Dinh footwear has tended to slow down over the years. Specifically, the net revenue of this enterprise only revolves around more than 100 billion VND and does not fluctuate much although the revenue has increased but the amount of revenue increase is very modest. On the contrary, the profit after tax of this brand has shown positive signs when the loss gradually decreases each year and returns to a positive net profit, reaching nearly 120 million VND in 2022.



Profit after taxes of Vietnamese Footwear Enterprises
Profit after taxes of Vietnamese Footwear Enterprises

Vina Giay 


Vina Giay, a renowned shoe brand in Vietnam, was founded on June 6, 1990, and is headquartered in Ho Chi Minh City. Vina Giay is one of the leading manufacturers, traders, and suppliers of footwear for the domestic and international markets. Vina Giay’s products have been honored with the title “High-Quality Vietnamese Goods” for many consecutive years. The company offers a range of products, including office shoes, party shoes, casual shoes, sneakers, sandals, and flip-flops. Notably, most of Vina Giay’s products are made from genuine leather, serving both men and women.


In 2021, Vina Giay’s net revenue also followed the general downward trend and then rebounded in 2022, increasing by more than 41% compared to the same period in 2021, reaching over 30 billion VND. Vina Giay went through a difficult business period when not only did net revenue decrease in 2021, but net profit in that year also significantly decreased with a loss of nearly 17 billion VND and ended 2022 with a slight recovery when recording a positive net profit.


Dong Hai 


Dong Hai, a renowned footwear brand in Vietnam, is known for its premium leather material and consistently receives high ratings from customers for its quality. The brand began operations in 1940 and with over 80 years of development, Dong Hai has continuously grown and affirmed its position in the domestic market.


Dong Hai offers a range of footwear products, serving all consumer classes and suitable for many price segments from low to medium. Currently, Dong Hai has expanded its store system nationwide, with a total of 11 stores in both Hanoi and Ho Chi Minh City. Dong Hai’s stores are all elegantly and subtly designed, creating a comfortable and convenient shopping space for customers. This not only helps customers easily choose products but also gives them a better shopping experience.


The year 2022 witnessed a strong increase in Dong Hai’s net revenue when the net revenue achieved was over 16 billion VND, an increase of nearly 600% compared to the same period in 2021. The profit after tax of this brand reached over 90 million VND in 2022.


In general, Vietnamese footwear enterprises went through a challenging year in 2021 due to the impact of the Covid-19 pandemic and competition from foreign shoe brands, causing the net revenue and net profit of Vietnamese footwear enterprises to decline. However, with their perseverance, flexibility, and creativity in adapting to the situation, these enterprises not only overcame the difficult period but also showed recovery in 2022, with net revenue and net profit growth. This demonstrates the potential strength of the Vietnamese footwear industry, as well as the adaptability and development of enterprises in the industry in the face of market changes. Although there are still many challenges ahead, the domestic market in Vietnam still has a lot of spare ground for domestic footwear manufacturers, thanks to strong consumer demand, better recognition of product quality, and higher consumer payment ability. To maximize these opportunities, enterprises need to focus on strengthening their resources, improving product quality, and investing in business and marketing strategies. With the progress shown, we can trust in the bright prospects of the Vietnamese domestic footwear industry in the future.


Source: Vietdata's 2022 Vietnamese Footwear Manufacturing Market Report.

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