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Luan van ACKNOWLEDGEMENT This report would never have been possible without the consistent support and assistance of the people whom I approached during the various stages of this essay Foremost, I would like to express my sincere gratitude to my advisor PhD Hang Phuong – Associate Dean, Faculty of Finance and Investment, Academy of Policy and Development - for the continuous support of my Barchelor’s graduation thesis, for her patient, motivation, enthusiasm, an immense knowledge Her guidance helped me in all the time of research and writing of this thesis I could not have imagined having a better advisor and mentor for my essays Besides my advisor, my sincere thanks also goes to PhD Pham Ngoc Tru for his incredible advice and guidance to me Furthermore, my gratitude to all I.S.E.F teachers for offering me valuable knowledge for years These helpful knowledge and skills I have learnt from I.S.E.F is a power technique that support me to complete my graduation thesis and my career job also I am truly grateful for the opportunity to study in I.S.E.F, in Academy of Policy and Development Luan van CONTENTS INTRODUCTION CHAPTER 1: THEORETICAL AND PRACTICAL BASIS ON THE EXPORT OF DAIRY PRODUCTS OF ENTERPRISES 1.1 Theoretical basis 1.1.1 Concepts and methods of exporting 1.1.2 The role of exports 12 1.1.3 Mission and importance of export 14 1.1.4 The theories related to trade exchange 15 1.2 Factors affecting the export of dairy products of enterprises 21 1.2.1 International factors 21 1.2.2 National factors 27 1.3 Experience in exporting dairy products to the Chinese market and lessons for TH Group 31 1.3.1 Experience in exporting dairy products of Swedish Oatly Group to the Chinese market 31 1.3.2 Experience lessons for TH Group 33 CHAPTER 2: THE SITUATION OF EXPORTING MILK FOODS OF TH GROUP INTO CHINA MARKET 34 2.1 Factors affecting TH Group's milk export activities to the Chinese market 34 2.1.1 International factors 34 2.1.2 Main competitors 38 2.1.3 S.W.O.T analysis 41 Luan van 2.1.4 National Factors 46 2.1.5 Internal factors of the enterprise 49 2.2 The current status of TH Group's dairy products exports to the Chinese market 53 2.2.1 Growth rate and structure of TH dairy products exported to China 53 2.2.2 Method of exporting TH dairy products to China 61 2.3 General assessment of the current status of TH Group's dairy products exports to the Chinese market 69 2.3.1 Achievements 69 2.3.2 Limitations and reasons 71 CHAPTER 3: SOME SOLUTIONS TO PROMOTE THE EXPORT OF MILK PRODUCTS OF TH GROUP INTO CHINA MARKET 74 3.1 Regarding the issue of diversifying the list of exports 74 3.1.1 Suggested product for TH True Milk to diversify China's exports: TH true YOGURT - TOPKID Formula - UHT Drinking Yogurt 110ml 74 3.1.2 Reason for choosing the product 75 3.2 Regarding export procedures 77 3.3 Regarding promoting brand recognition 78 CONCLUSION 86 REFERENCES 87 Luan van LIST OF FIGURES AND TABLE Figure 2.1: Map of lactose intolerance (2020) 37 Figure 2.2: Map of supplying market for dairy products imported by China in 2020 39 Figure 2.3: Dairy distribution channels (by value), 2015-20 40 Figure 2.4: ACFTA Tariff Reduction Schedule-China 47 Figure 2.5: The announcement of Vietnam’s first export of dairy products to the China 48 Figure 2.6: TH true Milk sunflower field - main feeding source for dairy cows 50 Figure 2.7: TH's modern dairy farm and factory 51 Figure 2.8: Elegant and morden design of TH products' package 53 Figure 2.9: TH's sales revenue in the Chinese market 55 Figure 2.10: Percentage of exports by TH items 58 Figure 2.11: TH Dairy Products 110ml pakage 59 Figure 2.12: Mengniu Dairy Products 250ml package 59 Figure 2.13: TH Dairy Products in Chinese supermarket 60 Figure 2.14: Bill of Lading for exporting to China 66 Figure 2.15: Chenzhou Big head baby Incident (2020) 69 Figure 2.16: RVC has overdue invoices 72 Figure 3.1: Chinese Drinking Yogurt Bottle Package 724 Figure 3.2: TH Drinking Yogurt 110ml Package 724 Figure 3.3: Oatly web page in Baidu 72 Figure 3.4: Oatly Q&A posted in Zhihu 72 Figure 3.5: Oatly marketing campaign by using KOLs 81 Figure 3.6: Oatly marketing campaign: New Lifestyle 83 Table 1.1: Average committed tax rates by major commodity groups 21 Table 2.1: Chinese Purchase Order from 2019 to 2021 52 Table 2.2: Number of goods exported to China by item 54 Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china INTRODUCTION The urgency of the research subject If 11 years ago, some Vietnamese enterprises had to import powdered milk from China to remix to sell domestically, the first batch of Vietnamese dairy products, was exported to the Chinese market on October 22, 2019, marks a significant turning point for Vietnam The dairy industry in general and TH Group in particular TH Food Chain Joint Stock Company (THFC) is the first enterprise eligible to be granted a transaction code by the General Administration of Customs of China According to that, THFC is allowed to export two types of dairy products: pure pasteurized fresh milk and fresh pasteurized milk with added natural flavorings According to the Protocol on Veterinary and Public Health Requirements for Vietnamese dairy products exported to China Before the Protocol was signed, right from 2015, TH Group actively participated in forums, conferences, and trade fairs between Vietnam and China actively promoted the export of dairy products under the 80% of fresh milk (mainly yogurt) goes to China market soon This is an opportunity for TH Group to officially have a "passport" to the Chinese market - one of the most potential markets and the second-largest dairy consumer with a population of more than 1.4 billion people Nearly two years since the first milk export, TH Group has always maintained a high export volume, peaking with shipments worth nearly 100,000 USD, despite difficulties caused by the Covid-19 pandemic To achieve this achievement, not only TH product quality is not inferior to European and American products currently on the Chinese market, but also must be flexible and efficient in all aspects, production, distribution, negotiation, and customer care However, some issues still exist: the export procedures for consignments, the list of exported goods is not diversified, etc This has somewhat limited the company's capacity for the Chinese market or other foreign markets Currently, most of the research conducted focuses on the (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china problem of "How to advertise TH products to consumers" without specifically analyzing the export situation of TH Group to find out the main Identify weaknesses and correct them Therefore, with the topic "Exporting TH true Milk Dairy Products to China" selected as the graduation thesis report, this report will focus on analyzing and evaluating the export situation, clarifying TH's strengths, weaknesses, opportunities, and challenges in exporting goods to China Several solutions will be proposed here to improve the efficiency of TH Group's product export activities and increase the number of TH's customers in the Chinese market Objectives and missions of the research 2.1 Objectives The assignment evaluates the actual export status of TH Group to foreign countries, specifically to the Chinese market From there, propose solutions to improve the efficiency of TH Group's export activities and expand export market customers 2.2 Missions Specific missions: Clarify theoretical issues about export status and practical basis of TH’s export activites Analyzing the current export situation to China in TH Group by using SWOT analysis of the Chinese market for milk exporting Proposing solutions derived from the practical situation to enhance export efficiency and scale Research scope In term of space: The thesis analyzes the dairy product export activities of TH Group in the Chinese market In terms of time: The study was conducted from TH's first milk export batch to China, from October 2019 to June 2021 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Research methods 4.1 Methods of collecting and processing information Information collection and processing methods used by students to collect primary and secondary school materials These are the reports on the export situation of TH Group to the Chinese market; reports on the results of China's import of milk and dairy products in stages; legal documents, reports, schemes, and programs related to the export of Vietnamese milk to the Chinese market Along with that, there are projects, multi-level scientific research topics, a master's thesis in economics, domestic and foreign scientific articles related to export activities to the Chinese market Students processed information from these documents to achieve the following goals: Systematize the research results before the graduation thesis, find out the shortcomings, problems that exist as well as point out the research gaps that the graduate thesis needs to look for, thereby finding new points of the problem Search and collect scientific bases as well as data from reliable sources as an objective basis for building arguments and proofs from both theoretical and practical perspectives Presenting conclusions and research results of the thesis according to the students' approach 4.2 Analysis method Analytical methods were used to analyze data relating to Chinese consumers' buying and selling of milk and dairy products for domestic and imported products In addition, is also used in analyzing by which rival dairy companies export and promote their products to the Chinese market The thesis has analyzed some data to see the tendency of Chinese people to consume dairy products focusing on imported products due to concerns about the safety of domestic products (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china However, the export data of TH Group is a very sensitive issue Besides some publicly available information and data, many documents provided by the authorities are internal documents and unpublished, some documents with information that are considered property of the Company have limited users Some documents are confidential at present so, in the process of use can not disclose the origin, business names, and names of companies or parties 4.3 Comparison method This method compared Vietnamese dairy products with dairy products of some foreign dairy companies, such as Mengniu, Yili, Oatly, At the same time, the comparative method also compares, analyzes the change of dairy export shipments in TH over the periods and analyzes to show advantages and disadvantages 4.4 Case study analysis method This method analyzes typical cases of milk export of foreign companies to the Chinese market This method helps the thesis answer the question about the forms of milk export; how foreign dairy companies like TH promote their products in the Chinese market At the same time, the case study method also allows me to choose specific development directions for TH in the future for this market Structure of the thesis In addition to the introduction, conclusion and list of references, the thesis consists of chapters: Chapter 1: Theoretical and practical basis on the export of dairy products of enterprises Chapter 2: The situation of exporting milk foods of TH group into China market Chapter 3: Some solutions to promote the export of milk products of TH group into China market (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china CHAPTER 1: THEORETICAL AND PRACTICAL BASIS ON THE EXPORT OF DAIRY PRODUCTS OF ENTERPRISES 1.1 Theoretical basis 1.1.1 Concepts and methods of exporting a Export concept Exporting is a process of earning profits by selling products or services to foreign markets, which are different from the domestic market If considered from the perspective of international business, export is the first basic form of business when entering an international business Enterprises always aim to export their products to foreign countries Export occurs even the company has taken on higher forms of international business According to the Vietnam Commercial Law 2005 in Article 28, Clause 1, the concept is specifically stated as follows: “Export of goods means the bringing of goods out of the territory of the Socialist Republic of Vietnam or into special zones in the Vietnamese territory, which are regarded as exclusive customs zones according to the provisions of law” Either way, the export of goods, in the simplest terms, is the sale of a product to a foreign market Export is just a function of trade The reasons for a company to export are: Take advantage of the company Reduced cost per unit of product due to increased volume Increase company profits Minimize risk due to fluctuations in demand When a market has not been restricted by tariffs, quotas, regulations on technical standards or there are few competitors in the market, export is often chosen, because compared to the investment, export requires less capital, lower risk, and especially economic efficiency in a short time (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china The reason is attributed to the fact that the Accounting department, the International Sales department, and the Factory side have yet to agree on who is responsible for updating the RVC and creating the RVC for TH's new products The lack of specific responsibilities causes extrusion plants to push this work, which is extremely important evidence for CO levels Similar to RVC, the list of detailed information of each item such as the Vietnamese/English name of the item, packaging specifications, net weight, gross weight, expiry date is not a master list yet awake Currently, when profiling a shipment, dispatchers are primarily looking for information from older shipments rather than having a specific, officially approved aggregate record This is a major omission that makes it difficult for the coordinator to complete the process and there is a high risk of updated line items that are not in the coordinator's control and may misrepresent the voucher About market information, trade promotion Enterprises still lack information about the market and changes in China's policies, so export documents sometimes have to be revised, which is timeconsuming and costly for businesses The ability of enterprises to analyze and forecast trends of the Chinese market has not been focused on, and they have not timely grasped the opportunities that the market offers The reason is said to be the lack of human resources with high expertise in market analysis Up to now, THFC's International Sales department has only one employee in charge of the China market In addition, TH's trade promotion is still ineffective, there is no systematic and continuous advertising and promotion program for TH dairy products to be exported to China, while in Vietnam, the TH group has been doing very good communication for their products Because the market has not been penetrated for a long time, the media investment cost in China is relatively high compared to Vietnam Perhaps, this is the reason why TH has not invested methodically in promoting products in this potential market 73 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china CHAPTER 3: SOME SOLUTIONS TO PROMOTE THE EXPORT OF MILK PRODUCTS OF TH GROUP INTO CHINA MARKET 3.1 Regarding the issue of diversifying the list of exports 3.1.1 Suggested product for TH True Milk to diversify China's exports: TH true YOGURT - TOPKID Formula - UHT Drinking Yogurt 110ml In the coming time, the author's proposed line of pasteurized drinking yogurt is to diversify the product portfolio exported to the Chinese market The product is designed for kids, completely made of fresh milk and naturally fermented TOP KID UHT drinking yogurt contains supplemental nutrients of Vitamin B6, B12, and folic acid, which are well-studied and formatted for children's intelligence and height growth There are flavors of this product: the natural orange flavor, the natural strawberry flavor, and the natural strawberry-banana-malt flavor as detail below: Table 3.1: Suggested items for exporting No Packing Product name specification TH true YOGURT - TOPKID Formula - UHT Drinking Yogurt Natural Orange Flavor TH true YOGURT - TOPKID Formula - UHT Drinking Yogurt Natural Strawberry Flavor 110ml x 48 packs/carton 110ml x 48 packs/carton TH true YOGURT - TOPKID Formula - UHT Drinking Yogurt - 110ml x 48 Natural Strawberry-Banana-Malt packs/carton Flavor 74 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van Image (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china TH true MILK Sterilized Drinking Yogurt applies UHT sterilization processing technology with ultra-high heat treatment and ultra-fast cooling to kill all harmful bacteria, microorganisms, or fungi while keeping maximize the nutrients and natural taste of the product The finished milk is then packaged in 6-layer sterilized paper bags in a completely sterile environment, where each layer will have a different function TH true MILK sterilized drinking yogurt products are therefore very safe and have a shelf life of up to months without the use of preservatives and refrigeration Currently, TH true MILK sterilized drinking yogurt products are using the packaging of Tetra Pak (Sweden) and SIG Combibloc (Germany), both of which are manufactured on the most modern technological lines in the world 3.1.2 Reason for choosing the product It is appropriate to propose to export TOP KID UHT drinking yogurt to this market shortly, because: China recently enacted a policy allowing couples to have a third child Accordingly, the number of children in China is expected to increase sharply, leading to an increase in demand for infant formula products As analyzed in Chapter 2, pasteurized yogurt and yogurt products tend to be the most chosen by Chinese consumers in recent years, the reason that they are seen as beneficial products for human health gastrointestinal health, protein supplement, and immune system booster The consequences of infant formula poisoning have made Chinese consumers no longer trust domestic products This is an opportunity for TH to promote the export of TOP KID UHT drinking yogurt – known as the leading infant formula yogurt product in Vietnam TH's focus on the word "clean" in all stages from breeding, production to packaging and distribution lines will be TH's main competitive advantage 75 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china The product is packaged in a compact 110ml paper box, convenient for children to use and carry along with them Packaging design is the image of cute, lively characters in the comic book Universe, attracting all children Like TH's products exported to China, this 110ml box design will become TH's competitive advantage over competitors' products of the same type Currently, in the Chinese market, infant formula sterilized drinking yogurt is mainly packaged in 350ml to 500ml plastic bottles, which is inconvenient for young children to use Figure 3.1: Chinese Drinking Yogurt Bottle Package Figure 3.2: TH Drinking Yogurt 110ml Package 76 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Besides, the sterilized product line will be convenient for TH when exporting to China in storage and transportation Because it only needs to be stored at room temperature, when exporting to China, TH does not need to consider renting specialized refrigerated containers or renting cold storage at the port, thereby minimizing costs and risks that the product is damaged 3.2 Regarding export procedures To solve the problem related to work overload on Thursday and Friday, the author would like to offer the following solutions: The International Sales Department recruits more staff This is certainly done in the future Because the number of employees in the department is currently too low, only employees (including employees moving from another department): sales staff and coordinators cum importexport Obviously, with overseas markets - about 15 customers, such a low number of employees makes the workload per employee to undertake relatively heavy Not to mention, one of the two coordinators cum import and export, one is on maternity leave The number of jobs doubled while the staff was limited, making the department staff always in a state of overload, potentially risking confusion between shipments Negotiate with customers about book vessels As mentioned above, THFC's export voyage mainly run on Saturdays and Sundays Except for the Cambodian market, the rest of THFC markets are exported by sea, by means of FOB Incoterm 2010 That is, the customer will be responsible for the carriage, which means that THFC will stay in Passive position about shipping schedule This is the crux of the problem when the consignments are running together on the last days of the week, causing the export documents to rush Therefore, THFC should negotiate with customers to get the right to transport, but the selling price is still calculated according to the FOB price That is, customers will pay costs related to book vessels, local charge for THFC, 77 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china THFC will actively in the voyage schedule, from here to get a specific timeline for the shipments, avoid duplication of time, overload work Regarding the issue of updating RVC information for each line item, obviously, the International Business department, the Accounting department and the Factory side need to meet and clarify issues: - Will the Accounting Department or the Factory side be responsible for updating the RVC and returning it to the International Sales Department? Which section will be the endorsers and approvers to ensure the legality? - The International Sales Department needs to provide a specific list of export items; in which it is necessary to specify the number of priority RVC required for the actual or exported items - How long is the specific deadline for each set of implementations? Which department is responsible for monitoring? If the above issues are clarified by all departments, then it is certain that the RVC of line items will always be updated continuously, without delay in the request for CO issuance For list of details of each line item Similar to the RVC, the International Sales department also needs to hold a meeting with the Marketing department, then agree on the issues raised as RVC Marketing department should be responsible for providing a complete list of information for each line item, minimizing unnecessary errors due to not updating new product information in time 3.3 Regarding promoting brand recognition Due to the impact of the Covid-19 pandemic, Internet usage in general and Chinese people, in particular, has increased sharply in recent years, and social networks have become an essential role in daily life of each person Consumer shopping habits are also changing as the number of online purchases in the world's most populous country skyrockets As mentioned above, for dairy products, Chinese consumers no longer believe in domestic products and switched to buying imported products However, not 78 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china all imported products are popular The Chinese attach great importance to the product brand and only buy it if it has a good reputation in the market Therefore, building an image as well as impressing consumers on digital platforms and social networks such as WeChat and Weibo, is very important for TH True Milk to increase brand awareness in China To demonstrate the credibility of the product, TH true Milk needs convey to consumers information about the product such as benefits of using the product, product manufacturing process, outstanding advantages, as much as possible The habit of spending a lot of time online researching brands and suitable products for Chinese consumers' needs is an advantage for TH products promoted on these online channels However, it should be noted that the Chinese Government blocks all Western digital platforms such as Google, Facebook, Twitter, etc Therefore, TH true Milk needs to learn carefully and market its products on these domestic platforms such as Weibo, Wechat, Zhihu In addition, a large portion of consumers relies on recommendations from people who have used the product or whom they trust Therefore, TH also needs to increase interaction on discussion forums and product reviews From the above, the author suggests that TH true Milk should use a multichannel strategy to create a larger and faster e-reputation Strategy to Rank First on Chinese Search Engines: Baidu SEO & PPC If in Vietnam, the first thing when looking up information about a product is to use Google to search, in China, Baidu is considered the "Chinese version of Google" As the major search engine in China, opening a Baidu account is what TH needs to to make its brand known to Chinese consumers In addition, Baidu SEO is a required and necessary step if you want to penetrate the Chinese market To rank, a site needs: Held in China Have an ICP license 79 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Use Mandarin Baidu only knows Mandarin Chinese and gives preference to websites hosted in China TH needs to adapt its content/design to suit Chinese culture and local preferences Figure 3.3: Oatly web page in Baidu As analyzed in section 1.3.1, Oatly is widely known among Chinese consumers because its website is hosted in China Furthermore, Oatly also uses Baidu to reach users more broadly, as shown below, instead of using Google Another great tool to take as the first step in your marketing strategy in China is Baidu PPC (Pay-Per-Click) To be able to create Baidu ads, the business must be a famous brand, which further affirms TH's reputation with customers It will help TH get more visits from potential customers When combined with a good SEO strategy, this will become an effective second step in TH's marketing strategy Both channels will sustainably support each other 80 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Word-of-mouth and brand reputation: PR & Forum One of the most cost-effective solutions is PR - the basics of marketing PR is an effective way to build a company's reputation when reputable people talk about the product, by using discussion forums (like Zhihu) to increase engagement or KOLs talking about the product The most powerful and widely listened to people on the Chinese Internet are KOLs and online communities, whose opinions are the most important to brand communication Zhihu: The best place to find dairy products’ advice in China Zhihu, like Quora, is a Chinese Q&A site In Classical Chinese, "Zhihu" means "Do you know?" Zhihu is a great place for consumers looking to find reviews for the type of product they intend to buy from people who have used them before or looking for product recommendations that fit their needs It is necessary to exploit the advantage from Zhihu that TH true Milk must explain the benefits of the product in the most understandable and detailed way to win the hearts of consumers On Zhihu, TH can create, answer, edit and organize the questions for each topic Thanks to additional functions developed by Zhihu, TH can also: Write articles Join the discussion Read e-magazines with the best answers related to dairy industries Online presentation on a specific topic Online interaction with the audience TH also can develop several things, such as: Firstly, the Q&A campaign (Through answering survey questions, TH can establish relationships with users and build a reputation It allows TH to promote themselves and introduce TH's dairy products) Secondly, the KOL Endorsement to enhance the image and reputation of the brand (TH can invite experts or key opinion leaders to answer questions, thereby affirming the quality of TH's products) Moreover, the Zhihu Live (allows TH to Livestream, discuss online on specific topics TH 81 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china can have the opportunity to provide in-depth knowledge and interact more actively with users) And last but not least, the In-depth articles (to gain credibility in the dairy industry and be appreciated by those in that industry, TH can publish long-form content) For instance, in the image below, one can see how Oatly explains the benefits of its plant-based dairy products on the Zhihu platform Figure 3.4: Oatly Q&A posted in Zhihu 82 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china KOLs - a good way to influence Chinese consumers to buy TH's products KOLs have always been an excellent way to influence Chinese consumers to buy TH's dairy products as they are perceived as more loyal than the company's advertising campaigns KOLs are crucial also because they provide consumers with a healthy lifestyle when using TH's dairy products However, if TH true Milk wants to cooperate with KOLs, it must be careful in choosing Not all KOLs are reliable and bring effective results for the company “Does the KOL align with the brand of the business? Does it align with your core business and are its followers the target market?” The way that Oatly is collaborating with KOLs for its marketing campaigns in China has been shown below: Figure 3.5: Oatly marketing campaign by using KOLs The best place to build TH's brand and story in China: the social media Like Vietnam, Chinese consumers also have the habit of spending lots of time on social networks such as chatting, entertainment, online shopping Most significantly for TH in general or any brand in particular In particular, the Chinese also often use this channel for: Searching for information about products and brands 83 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Reading product reviews from people who have used, discussed, given their opinions about the product Find the way to use the product Social media platforms are the best places to carry out TH's marketing efforts when it turns out that a large percentage of Chinese use them Therefore, to interact with Chinese consumers through posting ads, articles, news, photos, etc., TH should create an official account on social networks Of course, localizing its content and understanding the behavior and culture of Chinese consumers before launching a marketing campaign on these platforms is a must for TH On these platforms, TH can: Interact with consumers Provide detailed instructions on how to use the product Point out the benefits of the product Introduce new products of TH Increase brand awareness Increase brand loyalty Survey of Chinese consumer preferences Sell products through payment systems, links to e-commerce platforms 84 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Figure 3.6: Oatly marketing campaign: New Lifestyle WeChat, Weibo and Xiaohongshu are China's most used social media platforms in the dairy sector To achieve all these benefits, TH should open verified accounts on these platforms, create short posts or videos about the value of its dairy products, and interact with consumers For instance, Oatly engages consumers on these platforms through posts: New healthy lifestyle by using Oatly products Recycle the product's packaging to protect the environment, Promotions, mini-games for both their oat milk products, Guide them on how to use their products effectively in their daily lives 85 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china CONCLUSION Since the first batch of Vietnamese dairy products, also TH's products were first exported to the Chinese market on October 22, 2019, TH Group has been gradually asserting its position The increase in the number and value of each order over time is a clear demonstration of TH's growth in exporting dairy products to this country However, the export situation of the group still has many problems, limiting the potential of the enterprise such as problems in export procedures, the list of goods is not diversified, Through the research, the causes of limitations have pointed out, analyzed the consumption trends of the Chinese market, thereby proposing some solutions to improve the export efficiency of TH Group Specifically: Proposing to increase personnel for the International Sales Department, discuss with relevant departments about the responsibilities of each party to improve the situation of problems in export procedures Proposing to diversify the list of export products: soon to export TH true Yogurt - TOP KID Drinking Yogurt Proposing to promote brand recognition among Chinese consumers through social networking platforms (Weibo, WeChat), domestic search engines (Baidu), KOLs, Finally, exporting dairy products to the Chinese market is a complex matter of theory and practice Although I have tried very hard, my thesis still cannot avoid shortcomings I look forward to receiving contributions from scientists to further improve this research and put it into practice / 86 (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china Luan van (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china (Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china(Luan.van.tot.nghiep).exporting.th.true.milk.dairy.products.to.china
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