Footwear companies are gradually asserting their place in the domestic market by not only promoting exports, but also by having clearer strategies in business and production activities as well. product segment, consumers, diversified distribution system,.... This has led to the domestic leather products increasingly used by the Vietnamese.

Sahara International Corporation (owner of Banuli brand of high quality leather shoes) has long been known by domestic consumers for leather products for men of all ages. About this success, Mr. Nguyen Van Hoang - Director of the company - said: In order to create confidence with Vietnamese consumers in the situation of foreign shoes are developing as strong as today, businesses have unclear Integrate and implement good, long-term customer care policies, manage production chains, distribute rhythmically. Especially from the beginning, the company appreciated the importance of production technology, focusing on product quality and brand name, so there was a lot of investment.

Sharing the market quickly, despite the newly established, Nguyen Van Hoang - also said: The new company was born so few people come, the brand is not worth, because To bring products to consumers, the company has put products into agents, supermarkets, large commercial center to introduce and indirectly confirm the quality of goods. On the other hand, attract and mobilize shoe stores across the country to act as distributors with attractive incentives to make brand claims. At the same time, the company also deployed online sales and this method of consumption is quite effective.

According to Lefaso, this positive result also comes in part from the campaign "Vietnamese people prefer Vietnamese products" which have been deployed in recent years, has impacted the psychology of Vietnamese consumers. Domestic footwear products, especially high-grade men's leather shoes, are increasingly being consumed by Vietnamese consumers, especially in big cities.

According to Hoang, domestic branded products are increasingly chosen by domestic consumers as a clear signal, a driving force and a prerequisite for Vietnamese footwear companies. Coming back to develop the domestic market.

In fact, the nature of domestic market development does not differ much from the development of export markets. According to experts and business owners of leather and footwear, market research and product marketing has always been a key element in the success of local businesses when attacking the domestic market. With small scale, small orders, trend and consumption habits of domestic market change very fast requires enterprises to have appropriate development strategies. Rather than developing too cumbersome collections of new and expensive products that do not inspire consumers, businesses need to focus on improving the quality of their products.

In addition, applying technology in design as well as distribution, attaching importance to building the brand name and enhancing the prestige of the products are also important factors to help enterprises have a firm foothold in the domestic market. Businesses must also understand that quality and cost are not the decisive factor, but the story behind each new pair of shoes makes a difference and appeals to consumers.

In addition, in order for footwear workshops to be sustainable in the domestic market, the State should have appropriate policies to support the development of domestic enterprises such as market transparency, construction support Proper business strategies and product quality standards. Parallel with that, the communication on how to identify genuine goods, counterfeit goods to eliminate the invasion of poor quality goods from China. Not only are the products of some of the internationally branded replicas, but major brands in the domestic market are being counterfeited. This not only damages the economy, but also seriously affects the reputation of the business and disrupt the trust of customers. Therefore, local leather and footwear businesses need more help from state management agencies, especially the market management forces in the fight against counterfeit and fake goods to facilitate conditions for domestic companies to develop.