Competing on All Fronts

"We must understand that a brand is not only a commitment to product quality, but also a pledge to sustainable development — to step boldly into the Green Era," emphasized the Prime Minister at the 2024 Vietnam Value Awards for national brands.

Vietnam is undergoing deep international integration, creating major opportunities to boost economic growth, foster social development, and strengthen its global presence. According to a 2023 report by Mordor Intelligence, Vietnam ranks among the world's top five exporters.

However, in the tile import markets, products from China, Spain, Italy, and India are highly favored — whether due to advanced technology and distinctive design (Spain, Italy), or competitive pricing and mass production capacity (China, India).

To compete, major Vietnamese tile brands like Vitto must not only diversify their product portfolio and offer flexible business policies, but also shift toward innovation-led growth. As traditional advantages fade, technological and creative content will become the decisive factors in global competitiveness.

Recognizing this early, VTHM Group has committed to long-term development through advanced manufacturing technology and differentiated R&D. Innovation and leadership are the only paths to help businesses withstand economic cycles and minimize competitive pressures.

Innovation in Technology and Product Design

Driven by this philosophy, Vitto Tiles leads the industry in upgrading its manufacturing systems — investing in cutting-edge equipment such as a 500-meter-long Sacmi kiln from Italy, state-of-the-art press machines (including Sacmi continuous press), and high-end digital printers from System and Durst (Italy), capable of printing 12 colors with unique visual effects using premium inks from Itaca and Torrecid.

Notably, VTHM tiles apply water-repellent engobe technology for superior resistance to moisture and fading — ensuring long-lasting durability. These internationally competitive products have helped VTHM's brands — Vitto, Perfetto, Vincera, and others — successfully enter 28 markets across Southeast Asia, Asia, Europe, and the Americas.

Beyond exports, the domestic market also presents challenges. Long-standing players now face fierce competition from both new local manufacturers and foreign brands entering Vietnam. In this context, Vietnamese tile producers must pursue differentiation through creativity to retain market share.

VTHM’s strength lies in its deep understanding of Vietnamese consumers. Collections like Vitto and Perfetto not only meet international quality standards but also captivate the market with unique designs that reflect local tastes.

VTHM continuously introduces new surface technologies that lead industry trends upon release — from the stylish roughness of Matt Sugar and Matt Relief, to the soft touch of Matt Baby Skin, the sleek shine of Diamond and High Glossy, and the luxurious sophistication of gold-inlaid Caving tiles.

Additionally, Vitto’s products offer exceptional functionality: anti-slip, scratch resistance, abrasion resistance, anti-stain, and a wide range of sizes to suit all types of projects. Each collection demonstrates a high degree of technology integration and creative value.

Green Transformation: A National Brand’s Mandate

At the 2024 Vietnam Value Awards Ceremony, the Prime Minister emphasized that national brands must redefine their growth drivers — embracing green growth, circular economy, digital economy, knowledge economy, and the sharing economy.

Vitto Tiles, a two-time National Brand awardee (2022 & 2024), has committed not only to growth based on existing resources but also to transformation through science, technology, and innovation.

In addition to investing in technology and product design, VTHM aims to enhance its brand value by committing to emissions reduction and climate action. The company actively adopts green manufacturing models, renewable energy, and eco-friendly technologies — understanding that the green transition is an inevitable long-term journey that requires sustained effort and resource investment.

VTHM is also actively implementing ESG initiatives to drive sustainable development across its operations.

A Vietnamese Brand Competing with Global Giants

Being honored with the Vietnam National Brand Award twice provides VTHM the confidence to pursue its green transformation toward a sustainable future.

Although VTHM competes directly with large multinational brands on every front, it shares a unique advantage with other national champions — strong support from the Government, stakeholders, and Vietnamese consumers. Through pioneering efforts in technology, innovation, and green transformation, VTHM and other national brands embody the resilience and capacity needed to elevate Vietnam’s position as a creative and forward-looking nation on the global stage.

📌 Source: VNEconomy