Changing times: Customers buy flowers at a traditional market in Vietnam. Older markets in the country are under pressure to remain relevant with younger customers. — Bloomberg
HO CHI MINH CITY: Vendors at many traditional markets in Ho Chi Minh City, in a bid to attract customers, have been offering discounts, selling online and accepting cashless payments.
Recently more than 100 of them at Nguyen Tri Phuong Market in District 10, including those selling fresh foods, cosmetics, footwear and clothes, participated in the first phase of the city’s 2023 “Shopping Season” promotion by offering discounts of 5%-20%, even 50%, on many products and saw sales skyrocket.
“The number of visitors to the market increased by 30% compared to before the promotion and by 70%-80% compared to just after Covid-19,” said Dam Van, deputy head of the market’s management.
“Vegetable, meat and fish stalls offering promotions were always sold out, and traders were very happy.”
Tran Thi Anh Thu, a trader, said after Covid, demand was very weak, especially for non-essential goods, as people tightened their purse strings amid a difficult economic situation.
The promotions saw the number of customers at her shop go up by 50% from normal periods, she said.
Nguyen Thi Thanh Thuy, owner of a stall selling dried seafood, said: “Thanks to the programme, I have got more new customers. Crowds have brought a lot of vitality to the market.”
Van said the market management and traders organise promotions on occasions such as International Women’s Day (March 8), Vietnamese Family Day (June 28) and National Day (Sept 2).
“Going forward, the market management plans to organise quarterly promotions and encourage traders to participate in them to bring more customers.
“The market also plans to upgrade toilets and other facilities to become cleaner and cooler to attract more customers.”
Similarly, traders at markets like Ben Thanh (District 1), Xom Chieu (District 4), Binh Thoi (District 11) and Ba Chieu (Binh Thanh District) have offered promotions and gifts to attract customers. To add convenience, they now accept payments via QR codes and point of sales machines and also sell their products online via Facebook and Zalo, and make home deliveries.
Trang, a vegetable seller at Da Kao Market in District 1, said: “I sell both directly at the market and online, and the prices are the same. I also cooperate with many other small traders to sell other products, which makes it convenient for customers and saves on delivery costs.”
Thanks to this, she regularly sells out her goods within a day, she said.
Nguyen Thanh Chau, head of the Thai Binh Market management board, said most shops have Wi-fi and connect online with customers and deliver goods to their homes.
“Prices are listed clearly, which is also an important factor in retaining customers,” Chau said.
According to experts, traditional markets are not only a place to buy and sell fresh goods, but also an inherent part of local culture.
But nowadays, most customers at these markets are older people, and young people rarely buy there for fear of being overcharged and their less modern appearance, they said. The rise in online shopping has also hit traditional markets, they added.
The management of many traditional markets in the city said traders are struggling with poor sales and many have opted to close down.
This requires merchants to embrace new consumer trends to survive, the experts said, while traditional markets need to upgrade themselves to offer more comfort and convenience to shoppers.
Economist Dr Huynh Thanh Dien said traditional markets with historical and cultural significance such as Ben Thanh and Binh Tay need to be preserved to serve as tourist icons.
But others need to be converted into mini supermarkets with their merchants trained to sell goods online, he said. — Viet Nam News/ANN
