Startups and small businesses need to improve product design and quality assurance to gain entry to supermarket chains, speakers said at a workshop held on Tuesday in HCM City.

Supermarkets are the top choice for consumers looking to buy essential products, stationery or household goods, followed by convenience stores, a representative of the HCM City Investment and Trade Promotion Centre (ITPC) said.

Le Thi Mai Linh, executive vice president of public relations and corporate social responsibility department at Central Group Viet Nam, the owner of Big C Viet Nam, said that Big C was willing to help startups and small business enter its chain.

Hoang Thu Yen, the owner of the startup Yoghurt Company, said: “When I tried to enter supermarket chains, I had to go through many procedures, and the chains also required a high discount rate. However, Big C has supported me and my products will appear there very soon.”

Big C Viet Nam and Central Group Viet Nam have launched many programmes, such as “Supporting Small and Medium Enterprises”, to help firms understand modern trade, expand their markets, and develop their brands.

Enterprises in the programme have received training about modern trade integration, packaging, and merchandising, and have gained financial advantages through favourable payment terms and capital for investment through the Central Group’s banking partners.

The city’s investment centre has also helped local businesses improve their product quality and design, product pricing, and financial capacity so they can enter foreign distribution systems such as Aeon Viet Nam retail stores.

Last year, the centre helped more than 30 Vietnamese companies enter the Aeon Viet Nam supermarket system.

The centre is in charge of selecting firms based on technical criteria provided by Aeon, and through the centre’s introduction, businesses can connect directly with the purchasing managers of the Aeon chain. – VNS