Opportunity for businesses to reposition their customer approach strategy

(PLVN) - From July 1, promotional programs for goods and services will officially be limited to a discount of no more than 50% of the selling price, except for some special cases prescribed by law. This regulation is clearly stated in Circular 39/2025/TT-BCT, issued by the Ministry of Industry and Trade on June 22.

This is considered a necessary regulation, in recent times the market has witnessed many "over-the-top" promotional races, especially from cross-border e-commerce platforms. "Campaigns" with discounts of up to 80 - 90% not only distort competition but also push some domestic businesses into a passive position. Circular 39 was issued to re-establish balance, creating a stable, transparent and controlled legal corridor for promotional activities.

According to the new regulations, the promotional value for a unit of goods or services shall not exceed 50% of the selling price before the promotion period. In addition, the total value of promotional goods and services in a program shall not exceed 50% of the total value of goods and services subject to the promotion. This promotional level is calculated based on the payment price or market price, if the enterprise does not directly produce or import. In the case of self-production or supply, the discount level is based on the cost price or import price.

However, the Circular still provides flexible space for concentrated trade promotion activities such as Promotion Month, Online Shopping Day or promotional campaigns on holidays and Tet. If approved by competent state agencies at provincial level or higher, the discount rate can be up to 100%. The State also encourages traders to actively participate in these programs to promote consumption and support production and business.

Notably, some cases are still exempted from the discount limit, including price stabilization, fresh food consumption, or when the enterprise is in the process of bankruptcy, dissolution, change of location or industry.

According to many assessments, with the advent of Circular 39, promotions are no longer a “race” for who can offer deeper discounts, but an opportunity for businesses to reposition their customer approach strategies in a sustainable way. Competing with real value, real service and real experience; that is the long-term path to building trust and retaining consumers.

The Circular will officially take effect from July 1, 2025, and is considered a very correct move in the context of trade increasingly being associated with responsibility, ethics and transparency.

Nguyen Duy Khuong

Source: https://baophapluat.vn/co-hoi-de-doanh-nghiep-dinh-vi-lai-chien-luoc-tiep-can-khach-hang-post552872.html