FujiMart brand was established in September 2018, on the basis of a joint venture between BRG Group (Vietnam) and Sumitomo Corporation (Japan). In December 2018, FujiMart opened its first supermarket in Hanoi, with the main activity being the food retail business. In order to contribute to propagating and improving the value of Vietnamese agricultural products, Mr. Ohama Yuji - Sales Manager of FujiMart Supermarket - shared his views on this issue in an interview with the Vietnam Agriculture Newspaper.
Choose the retail market, which is very competitive in Vietnam, but FujiMart has only opened 3 supermarkets in the past 3 and a half years. What is the reason why FujiMart decided to go in such an opposite direction?
With many years of experience in the supermarket business in Japan, we want to bring the freshest and cleanest products to consumers. That also means that FujiMart needs to harmoniously solve the problem of quality and price, in order to stay true to the principle: Vietnamese cuisine is honored in Japan's dedicated service culture.
To do this, we thoroughly apply the principle of “Know how”. Specifically, it is to provide services so that customers feel secure and safe when coming to FujiMart, especially the management of fresh products. To do so, we accept to spend more, to keep the freshness of the product, such as arranging a larger percentage of fresh stalls compared to the common ground or maintaining the storage temperature. agricultural products and food immediately after production and processing.
Keeping the freshness of the product before reaching the customer is not easy, especially the life of Vietnamese people in recent years has improved day by day. Everyone is now well aware of food hygiene and safety. That is one of many factors that FujiMart pays attention to when considering opening a new supermarket.
Since its establishment, FujiMart has been consistent with the criterion "Fresh Everyday - Fresh every day". In addition to increasing the percentage of fresh produce, we always remind ourselves that inspection of goods must take place every day. These are all our secrets when operating supermarkets in Japan and are now applied in Vietnam market.
By the way, I also announce, that FujiMart has just finished 3 years of testing. Through the feedback and evaluation of customers, as well as high reports on the business situation, FujiMart is confident to accelerate the speed of supermarket opening from now on.
During the Covid-19 outbreak, many retailers in Vietnam were affected. Is FujiMart an exception?
Covid-19 has profoundly affected many aspects of life. However, most of the products that FujiMart sells are in the group of essential products. We receive the support and support of the Government, as well as ministries, departments and sectors to help maintain the supply chain, ensuring fresh food reaches customers.
Everyone thinks logistics is affected the most during the Covid-19 outbreak, but in our opinion, this number is only a part. FujiMart's way is to diversify suppliers. Every time we work with a new supplier, we make our criteria clear. Thanks to building a wide network of suppliers and receiving a lot of support from them, FujiMart does not have any major problems and always ensures the quality of imported goods to the supermarket.
Mutually beneficial cooperation
One of the problems of Vietnam's agricultural industry today is promoting the image and enhancing the value of products. From practical experience, what does FujiMart suggest to solve this problem?
In order to gradually dominate the market share, we believe that it is necessary to always bring new experiences to customers. With products that are of great interest, we actively stock up on supplies. With new products, we arrange many side activities so that as many classes of customers know as possible. Promotion can be through leaflets, via the Internet, television, or even word of mouth, not simply inviting customers to try it out.
To increase the value of the product, we must convey information about the good points of the product to the customer. For example, the manufacturer's efforts in making good, affordable products; or the carrier's efforts when using multiple measures to maintain the freshness of the product; or a system of equipment, machinery, eye-catching and easy-to-see displays, and meaningful promotions of retailers.
In that value chain, the Government plays the leading role, both operating and creating favorable conditions. On that basis, the Government, manufacturers and retailers work together to implement synchronous measures, contributing to raising customers' awareness of the good points of products. In this way, new products are recognized by customers, thereby increasing demand for products, leading to both manufacturers, retailers and customers feeling a "win-win".
As for FujiMart, we always emphasize on product safety standards, including certifications such as VietGAP, GlobalGAP. This is a way to improve product value, and manufacturers and retailers should pay attention to this issue.
According to statistics, 60% of Vietnam's agricultural products are consumed domestically. Most of these are consumed in wholesale markets, where it is difficult to control issues such as quality, food safety and traceability. What advice do you have to both farmers and consumers to change this habit?
There are 5 aspects that are always focused by FujiMart. First, we aim at Vietnamese consumers with essential food and necessities.
Second, create a convenient shopping environment for customers. The way to decorate and display goods at the counter, and shelves is always simple to attract and create a comfortable and friendly feeling.
Third, we regularly invite experienced Japanese experts to Vietnam to guide and train staff. For example, a cake stall, experts will guide staff to make cakes and some other products according to Japanese processes, including flour ingredients.
Fourth, focus on and strictly control food hygiene and safety. With fresh products, right from the time they are brought into the warehouse until they are sold, they are strictly monitored for temperature. In fact, FujiMart achieved good revenue growth in the group of fresh products, although the price is higher than that of the traditional market.
Fifth, FujiMart attaches great importance to greeting customers. We continuously train our staff and remind them that it is important to greet customers with a friendly smile so that they feel comfortable while shopping.
To contribute to a better supply chain, retailers can provide reports to stakeholders, as the retailer is the "touch point" with the customer.
Source: Bao Thang - Duc Minh - nongnghiep.vn