Double the Market: How a Major Deal with Vietnamese Retailer TH True Mart Doubled the Size of the Made in Russia Retail Network Abroad

The Russian Export Center (REC, VEB.RF Group), as part of its "Made in Russia" store development program abroad, has facilitated a large-scale expansion of the offline presence of domestic products in the Vietnamese market. TH True Mart, one of the country's largest and most technologically advanced retailers, has opened 407 branded shelves featuring Russian products. The project was achieved through the coordinated efforts of Nguyen Hong, the operator of the Russian National Pavilion in Vietnam, the REC, and the retail chain's management. Among the flagship products on display is Mamruko sunflower oil (1 liter), which has already proven its high quality and popularity among Vietnamese consumers. The integration of Russian products into TH True Mart's product portfolio gives domestic exporters access to 100 million customers and creates a sustainable distribution network for expanding supplies. The successful launch was made possible by the comprehensive support of the Russian Export Center, logistics and marketing assistance from the pavilion operator, and the willingness of Vietnamese retailers to develop cooperation with Russian producers. The addition of 407 shelves to the unified register of the "Made in Russia" retail network abroad was a significant milestone in the program's development. Currently, the global network comprises 736 retail outlets in the priority partner countries. Thanks to this achievement, the "Made in Russia" network has more than doubled in size, clearly demonstrating the effectiveness of the strategy of systematically entering offline retail, increasing demand for Russian products, and strengthening the trust of foreign chains in the national brand. "The placement of "Made in Russia" shelves in the TH Milk chain is an extremely important first step in our strategic partnership. Currently, the shelves only feature single-product products (sunflower oil), which have passed the chain's strict selection process for quality and environmental friendliness. "The Russian Export Center and the Operator plan to work with the Network to expand the product lineup of pavilion residents, as well as launch joint marketing and promotional programs to stimulate sales and increase brand awareness," noted Alexey Solodov, Vice President of the Russian Export Center. The program to promote Russian products abroad under the national brand "Made in Russia" is being implemented by the Russian Export Center with the support of the Russian Government. The organization and development of "Made in Russia" stores and shelves abroad includes the creation of specialized stores, corners, and product shelves in friendly countries, which will contribute to increased recognition of Russian brands, the conclusion of new export contracts, and an increase in the volume of non-resource, non-energy exports.