Phạm Duy Hiếu, acting general director of ABBANK, and Vưu Lệ Quyên, CEO of Biti's, sign a memorandum of understanding in HCM City on September 5. — Photo courtesy of ABBANK

An Bình Commercial Joint Stock Bank (ABBANK) and Bình Tiên Consumer Goods Manufacturing Co., Ltd (Biti's), one of Vietnamese leading footwear brands, signed a memorandum of understanding to set the stage for future joint projects in various areas in HCM City on September 5.

They said they are joining forces to create a “happy customer experience” and spread a “culture of happiness” in the community.

They will also share business opportunities and jointly exploit them and leverage their respective strengths to co-create new values for the market and consumers.

They said that, with a similar business philosophy of creating a happy experience for customers, they plan to collaborate in many areas, from products and services to distribution channels, promotions, and sharing policies.

Phạm Duy Hiếu, acting general director of ABBANK, said: "The co-creation business model provides opportunities to promote the strengths and maximise the potential of both parties.

“That is the way of development that both ABBANK and Biti's are aiming for when deciding to accompany each other and accompany customers.

“In this synergy, Biti's will be both a customer and a partner of ABBANK, which will not only bring more benefits to both parties but also generate new values for the market and consumers. This is also one of the steps to realise the customer-centric strategy that ABBANK has pursued over the years.”

Vưu Lệ Quyên, the CEO of the footwear giant, said: "Biti's mission is to build a happy and effective working and learning community. The community includes employees, customers, partners, and all of society."

The collaboration with ABBANK not only helps the two sides maximise their potential, but also provides an opportunity for Biti's to spread its mission, she added. — VNS