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Trademarks key for export handicraft industry
Building and developing trademarks for Viet Nam's arts and handicrafts are crucial tasks for the industry, if it is to meet its export turnover target of US$1.5 billion next year, say local experts.
Currently, many handicraft village businesses are exporting their products under the brand names of foreign companies, due to their own weak trademarks and lack of their own-distribution channels, says an official with the Viet Nam Fine Arts and Handicraft Association.
Meanwhile, firms often do not invest in product design and copy the designs of other firm's products, which is possible because there are few registered and developed trademarks, he notes.
The cumbersome procedures for registering trademarks and designs make it difficult for firms to develop their brand names, despite their efforts, says the Trade Promotion Agency (TPA) under the Ministry of Industry and Trade.
Registering a grouping of handicrafts under one trademark makes it easy to copy the design of handicrafts, while registering each product individually is too much work for handicraft producers, complains Dao Van Boi, a handicraft artist in Ha Noi's Dong Anh suburban district.
Nguyen Tan Phuoc, Deputy Director of Daivi GMD Co in HCM City says the company has to introduce its new designs to each customer in person, rather than popularise them via their website as previously; those designs displayed online were imitated immediately.
Most handicrafts made in Viet Nam are exported to other countries, which tend to require not only beautiful products of quality, but also that the products are diverse with varied designs.
TPA Director Do Thang Hai suggests that handicraft village businesses should concentrate more on product diversity to better meet foreign customers' wishes rather than only imitating designs of other firms. To do so, Hai emphasises the importance of recruiting professional designers.
An official with the Viet Nam Fine Arts and Handicraft Association agrees. Enterprises should pay more attention to making competitive yet distinctive handicraft products, he says.
Hai encourages the firms to take initiative in participating international trade fairs and exhibitions, which could help them popularise their trademarks and seek new customers.
Closer co-operation in building and developing trademarks among local handicraft producers along with more streamlined administrative procedures and financial support from the Government are also necessary, economists say.
Viet Nam's fine arts and handicraft exports were estimated to reach $1 billion last year, a year on year increase of 35 per cent.
Handicrafts from the country were sold in 136 countries and territories with Japan, the US, EU, Russia and several Southeast Asian countries the main importers. Canada, the Middle East and the EU members are emerging as potential markets.
VietNamNet, VietNamNews
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