Vietnamese footwear brand sets out to conquer Cambodian market

Guests cut the ribbon to inaugurate the subsidiary Biti's Cambodia (Photo: VNA)

As one of Vietnam's high-quality branded products, Biti’s footwear products have gradually established a presence within the Cambodian market since the early 2000s through a local distribution company.

Since first entering the market, Biti’s products have won the trust of Cambodian consumers thanks to their reasonable prices, attractive design, and high quality.

Following a long time of working with Cambodian partners, Biti's has officially entered the domestic market with the opening of its subsidiary Biti's Cambodia and official retail store in the heart of the Cambodian capital.

Speaking at the opening ceremony, Sam Sereirath, Under-Secretary of State of the Ministry of Commerce of Cambodia, expressed thanks to Biti's for choosing the Cambodian market as the place to open its official store, noting that this represents a good opportunity for Vietnamese footwear products to reach Cambodian consumers.

With an average annual economic growth of 7 per cent, Vietnam’s neighbour is on the right track of economic trajectory with strong development and increasing demand for commodities.

Tran Kim Hanh, Deputy Director of Biti’s Cambodia, said the company's products are to be sold at the Aeon Mall Cambodia supermarket chain by October 2019, in addition to retail stores which will open in Phnom Penh in the time ahead.

One of the biggest challenges ahead for Biti’s footwear products in the Cambodian market are rival items from Thailand and China.

A representative from Biti’s Cambodia expressed confidence about the high quality of Biti’s products which are able to compete with those from other rivals in the Cambodian market. However, she raised concern about the dumping of Chinese products in the market.

Currently, Biti’s has more than 8,200 employees, four manufacturing facilities, and a total of seven branches which manage 173 marketing stores and more than 1,000 distributors across 63 provinces and cities nationwide.

Each year, Biti's provides the market with more than 20 million products of all kinds.