[TT 28/6] Ha`ng no^.i sao la.i mang ma'c ngoa.i?

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Ca^u chuye^.n thi. tru+o+`ng
Ha`ng no^.i sao la.i mang ma'c ngoa.i?

DDu+o+.c ta(.ng mo^.t chie^'c a'o so+mi VN mang ma'c VN dda`ng hoa`ng,
ma(.c tha^'y ddu+o+.c ne^n mo+'i dda^y to^i co^' ti`m mua mo^.t chie^'c
a'o nhu+ va^.y; nhu+ng ddi bo^'n, na(m cho+. chi? toa`n tha^'y a'o so+mi
mang ma'c ngoa.i. Ho?i thu+? gia' ca? xem sao. O^i tho^i, ddu? gia':
50.000dd, 100.000dd to+'i 500.000dd/ca'i. Nghe ma'ch, to^i ti`m dde^'n
mo^.t dda.i ly' cu?a Vie^.t Tie^'n tre^n ddu+o+`ng Hai Ba` Tru+ng. o+?
dda^y cu~ng the^', ddu? thu+' nha~n hie^.u. Trong ddo', nha~n hie^.u
Viettien chi? ddu+o+.c treo vo+'i mo^.t ti? le^. ra^'t khie^m to^'n,
co`n toa`n la` Forecast, Crown, Rudnick, Ralph Lauren... vo+'i nhie^`u
loa.i gia' kha'c nhau: 70.000dd, 80.000dd, 100.000dd/ca'i... Chi. ba'n
ha`ng nie^`m no+? gio+'i thie^.u he^'t loa.i na`y dde^'n loa.i kia va`
la`m ca? co^ng ta'c tu+ va^'n cho kha'ch ha`ng: "Anh ma(.c a'o ma`u
sa'ng ho+.p ho+n ma`u to^'i. Ca'i a'o Polo so.c xanh na`y tro^ng nha~
la('m. Anh u+o+'m thu+? xem". "Ta^'t ca? dde^`u la` ha`ng Vie^.t
Tie^'n?". "Va^ng, dde^`u cu?a Vie^.t Tie^'n, nhu+ng Polo la` ha`ng
Vie^.t Tie^'n may xua^'t kha^?u co`n thu+`a mo+'i ba'n trong nu+o+'c,
gia' vu+`a pha?i chi? 80.000dd ma` cha^'t lu+o+.ng to^'t la('m, kho^ng
thua gi` ha`ng ngoa.i". U+ng y', to^i mua chie^'c a'o a^'y, nhu+ng khi
ve^` xem ky~ la.i tu+` cha^'t lie^.u va?i dde^'n ky~ thua^.t may thi`
bie^'t cha('c ddo' la` ha`ng sa?n xua^'t chi? dde^? ba'n trong nu+o+'c
chu+' kho^ng pha?i ha`ng xua^'t kha^?u thu+`a. 
DDe^'n cu+?a ha`ng Co^ng ty Legamex  na(`m ga^`n cho+.  Be^'n Tha`nh,
to^i  cu~ng tha^'y qua^`n a'o  may sa(~n ba`y ba'n  mang ddu? loa.i 
nha~n  hie^.u:  Saola,  Legafashion,  John  Kenneth, Cotton Valley, 
Cotton Green... Co'  nhu+~ng  nha~n  hie^.u ra^'t kho' ddo.c, kho' nho+'
va` la.  hoa('c chu+' dda^u pha?i toa`n la` nhu+~ng ma'c  no^?i tie^'ng.
Tru+o+'c  "mo^.t ti?" nha~n  hie^.u qua^`n a'o, mo^.t o^ng kha'ch ha`ng
no'i ddu`a:  nha` sa?n xua^'t co' ga('n dda.i ma'c xe ho+i hay xe ga('n
ma'y le^n  a'o so+mi cha('c ngu+o+`i mua cu~ng kho' ma` bie^'t ddu+o+.c!
Co' pha?i ngu+o+`i tie^u du`ng khoa'i xa`i ha`ng ngoa.i? 
Tha^.t ra, nhie^`u ngu+o+`i tie^u du`ng khi ti`m dde^'n mua ha`ng o+?
ca'c dda.i ly' Vie^.t Tie^'n, Legamex, Vie^.t Tha('ng... dde^`u bie^'t
cha('c mi`nh se~ mua ddu'ng ha`ng no^.i 100%, du` ca'i qua^`n hay
chie^'c a'o ddo' mang ba^'t ky` nha~n hie^.u gi`. Chi. Kim Thoa, chu?
dda.i ly' Vie^.t Tie^'n tre^n ddu+o+`ng Le^ Tha'nh To^n, no'i: "Kha'ch
va`o dda^y thu+o+`ng cho.n ha`ng theo cha^'t lie^.u va?i, ma`u sa('c,
ma^~u ma~... chu+' i't ai cho.n theo nha~n hie^.u bo+?i ho. bie^'t to?ng
la` ha`ng Vie^.t Tie^'n". Kha'ch dde^'n ca'c cu+?a ha`ng cu?a Legamex
va` Vie^.t Tha('ng cu~ng va^.y, ho. ti`m mua loa.i qua^`n a'o u+ng y'
chu+' kho^ng pha?i ti`m nhu+~ng ma'c ngoa.i, bo+?i mang ma'c na`o thi`
cu~ng dde^`u la` ha`ng no^.i. 
Va^.y ta.i sao ha`ng no^.i la.i kho^ng dda`ng hoa`ng mang nha~n hie^.u
no^.i? Mo^.t so^' nha` sa?n xua^'t gia?i thi'ch ra(`ng ho. kho^ng chu?
tru+o+ng ga('n ma'c ngoa.i le^n ha`ng ba'n trong nu+o+'c, nhu+ng ti?
le^. ha`ng ma'c no^.i co`n tha^'p vi` so^' lu+o+.ng ha`ng sa?n xua^'t
cho thi. tru+o+`ng no^.i ddi.a chu+a nhie^`u. Pha^`n lo+'n ha`ng tre^n
thi. tru+o+`ng hie^.n nay la` ha`ng gia co^ng xua^'t kha^?u thu+`a,
ha`ng kho^ng dda.t qui ca'ch va` ha`ng loa.i hai. DDo' la` nhu+~ng loa.i
ha`ng pha?i mang ma'c ngoa.i theo ddo+n dda(.t ha`ng cu?a kha'ch nu+o+'c
ngoa`i. The^m va`o ddo' la` nguo^`n ha`ng mang ma'c... gia? ngoa.i do
ca'c co+ so+? sa?n xua^'t nho? va` ho^. gia ddi`nh "xa`o na^'u" ddu+a ra
thi. tru+o+`ng. Ti? le^. ha`ng ma` ca'c co^ng ty de^.t may sa?n xua^'t
dde^? ba'n no^.i ddi.a thu+o+`ng kho^ng qua' 10% (khoa?ng va`i tra(m
nga`n a'o mo^.t na(m). Kho^ng bie^'t trong so^' 10% ddo' co' ddu+o+.c
bao nhie^u pha^`n tra(m mang ma'c no^.i? - To^i tu+. ho?i khi nho+'
to+'i chie^'c a'o Polo mua o+? dda.i ly' Vie^.t Tie^'n. Cha(?ng nhu+~ng
so^' lu+o+.ng i't ma` nhu+~ng nha~n hie^.u ddo' cu~ng kho^ng ddu+o+.c
nha` sa?n xua^'t gio+'i thie^.u ro^.ng ra~i. Co^ng ty Vie^.t Tie^'n dda~
ga('n ma'c Viettien le^n sa?n pha^?m ca'ch dda^y ba na(m khi ba('t
dda^`u sa?n xua^'t ha`ng ba'n trong nu+o+'c; Co^ng ty Legamex dda~
dda(.t nha~n hie^.u Saola cho ca'c loa.i a'o so+mi ga^`n hai na(m nay;
co`n Co^ng ty de^.t Vie^.t Tha('ng tu+` mo^.t na(m nay cu~ng co' ba
nha~n hie^.u, hai cho qua^`n a'o nam va` mo^.t cho nu+~, dde^`u...mang
tie^'ng nu+o+'c ngoa`i : Green Hill, Three Camels va` Elegant. Song
lie^.u bao nhie^u ngu+o+`i tie^u du`ng bie^'t ddu+o+.c nhu+~ng nha~n
hie^.u ddo' ? Vie^.c xa^y du+.ng nha~n hie^.u qua^`n a'o no^.i tuy dda~
thu+.c hie^.n ba na(m nay, nhu+ng du+o+`ng nhu+ mo+'i chi? la` bu+o+'c
kho+?i dda^`u. Theo o^ng Nguye^~n DDi`nh Tru+o+`ng - pho' to^?ng gia'm
ddo^'c Co^ng ty may Vie^.t Tie^'n -thi` na(m nay ti? le^. ma'c ngoa.i
dda~ gia?m xuo^'ng 26%. Nhu+ng ti'nh chung ca? To^?ng co^ng ty De^.t may
VN, o^ng Bu`i Xua^n Khu - to^?ng gia'm ddo^'c - thu+`a nha^.n 70% sa?n
pha^?m nga`nh de^.t va` 40% sa?n pha^?m nga`nh may cu?a to^?ng co^ng ty
ddang ddu+o+.c tie^u thu. no^.i ddi.a du+o+'i ma'c ngoa.i. 
Thu+.c te^' cho tha^'y vie^.c xa^y du+.ng ddu+o+.c mo^.t nha~n hie^.u
kho^ng ddo+n gia?n la` chi? dda(.t mo^.t ca'i te^n. Be^n ca.nh vie^.c
na^ng cao cha^'t lu+o+.ng sa?n pha^?m, ca?i tie^'n bao bi`, thie^'t ke^'
ma^~u ma~... phu` ho+.p vo+'i ngu+o+`i tie^u du`ng trong nu+o+'c, co`n
nhie^`u vie^.c kha'c kho^ng ke'm pha^`n quan tro.ng nhu+ mo+? ro^.ng
ma.ng lu+o+'i pha^n pho^'i, gio+'i thie^.u ro^.ng ra~i nha~n hie^.u...
DDe^'n nay, Vie^.t Tie^'n ddu+o+.c nhie^`u ngu+o+`i bie^'t mo^.t pha^`n
ra^'t lo+'n la` nho+` thie^'t la^.p ddu+o+.c tre^n 30 dda.i ly' kha('p
tha`nh pho^' (ba'n ddu+o+.c ga^`n 300.000 a'o/na(m). Trong khi ddo',
Saola thi` chi? ddu+o+.c ba`y ba'n o+? va`i ba cu+?a ha`ng (chi? mo+'i
ba'n 20.000 a'o trong ga^`n hai na(m). 
Khi ma` thi. tru+o+`ng trong nu+o+'c (vo+'i ho+n 70 trie^.u da^n) va^~n
chu+a ddu+o+.c ca'c co^ng ty de^.t may quan ta^m, nha~n hie^.u no^.i
ddi.a va^~n chu+a ddu+o+.c dda^`u tu+ ddu'ng mu+'c thi` thi. tru+o+`ng
a('t pha?i dda^`y ra^~y nha~n hie^.u ngoa.i ! Va` ngu+o+`i tie^u du`ng
cu+' tie^'p tu.c "quen bie^'t" Polo, Rudnick... ngay tre^n nhu+~ng sa?n
pha^?m "made in VN" 100% ! 

XUA^N TRUNG