In just 4 years of operation, ECO Fruits has successfully entered more than 4,000 stores nationwide, spanning 133 supermarket chains ranging from large to small, such as AEON mall, Co.op mart, Lotte mart, Tops market, MM mega, Winmart… So, what is the golden secret behind ECO Fruits’ success in conquering this demanding and renowned distribution channel?
Previously, supermarket goods were always associated with high prices, creating a sense of reluctance for buyers. Now, with changing shopping habits and an increased quality of trust, supermarkets have become a reliable destination for everyone due to transparently listed prices and clear origins of products. The presence of a product in a supermarket is seen as a mark of reliability because that item has had to meet stringent quality standards.
Let’s find out what is the golden secret for ECO Fruits to conquer this notoriously difficult distribution channel.
Product Quality
ECO Fruits always ensures the complete quality of its products and provides no negative information about the supplied products. The business must have the necessary licenses and certifications according to Vietnamese regulations, including: Business registration certificate; Certificate of eligibility for food safety conditions; Certificates for quality management systems, and product quality declaration/self-declaration documents.
Furthermore, ECO Fruits provides a complete traceability record of the origin, ensuring that the products undergo stringent quality control at every stage from production to distribution.
ECO Fruits’ products comply with all Vietnamese regulations regarding the use of pesticides, veterinary drugs, antibiotics, food additives, etc. They are used in the correct manner, with the right dosage, and the company provides evidence demonstrating that the products meet all the required standards.
Core Balance
When a new product emerges on the market and lacks familiarity from consumers, the biggest challenge for businesses is introducing this product into supermarket channels. Despite quality assurances, the importing process also faces reluctance from retailers.
Therefore, building a strategy that balances value and benefits is crucial. This includes establishing sales promotion programs such as discounts, enhancing brand awareness, providing product experiences through trial programs, price reductions, or giveaways, all organized in cycles to expand the customer outreach.
ECO Fruits continues to demonstrate a spirit of cooperation and is willing to share profits with distribution partners, creating opportunities for sustainable collaboration. Every day, as ECO Fruits’ products appear on more and more supermarket shelves, the business achieves growth, and the market continues to expand.
Ms. Vu Thi Nga, Director of ECO FRUITS Import-Export Joint Stock Company shared: “In the early stages, we do not set too high expectations about profits. We just want to bring delicious products to the Vietnamese market.” best, best quality”.
For nearly 8 consecutive months, QBB Cheese, a product from Japan exclusively distributed by ECO FRUITS, has consistently ranked among the top 100 best-selling products in major supermarket chains such as Lotte, MM Mega, and Coop. This serves as a clear demonstration of the product’s position and reputation in the market.
Tight Product Control
Strict control over the entire product process, from importation, distribution, display, and after-sales, is a crucial factor in building trust with consumers and dominating the market.
Take, for example, the exclusive QBB Cheese product. Eco Fruits ensures that the product is always stored at temperatures ranging from 0 to 10 degrees Celsius to maintain its quality when reaching the customers. In supermarkets or stores, the product consistently adheres to the V.I.P display standards (Volume: ample quantity – Items: diverse models and flavors – Place: eye-catching and easily accessible).
Products are continuously monitored, and expiration dates are rigorously checked. Eco Fruits does not sell products close to their expiration dates, and it facilitates exchanges to ensure that the products have the longest and freshest shelf life.
Eco Fruits is always ready to listen to feedback from consumers, agents, and supermarkets regarding product quality and services. This feedback helps in evaluation and continuous improvement, ensuring absolute customer satisfaction.
Over the past 4 years, ECO Fruits has dedicated all efforts and continuous endeavors to build and strengthen its position in the fiercely competitive FMCG market. With the slogan “Delicious and Healthy”, we are confident in bringing the Vietnamese market the highest-quality products while sharing business secrets with a large community of readers.
According to: Anh Duong – Cafebiz
