'Blue ocean' of traditional markets

The rapid growth of supermarkets, shopping malls and online platforms is putting traditional markets in a difficult position. The only way for markets to survive is to adapt and innovate.

People buy fish at Tan Son Nhat market (HCMC) - Photo: QUANG DINH

Talking to Tuoi Tre Online , Mr. Dao Ha Trung - Chairman of the Ho Chi Minh City High Technology Association - said that in the new trend, traditional markets seem to be facing an unequal battle with supermarkets, shopping malls and online shopping applications. If they only play a simple role in buying and selling, the markets will find it difficult to survive.

Instead of catching up or competing, traditional markets should find their own path, a "blue ocean" to survive and develop.

It's time we look at traditional markets from a whole new perspective: places to preserve culture, connect communities, and foster innovation.

Three functions need to be promoted for traditional markets to develop

Traditional markets themselves have functions that are strengths that no other type of market can have, such as direct interaction with customers and the ability to be flexible and adapt quickly. Instead of trying to compete with modern retail channels in terms of variety or price, the traditional market of the future should focus on what makes it unique.

These are local products, regional specialties, fresh, organic or hand-crafted foods. This not only helps develop the local economy but also gives consumers highly personalized experiences.

"If each stall or market stall can tell a story about culture and the origin of products, creating unique values ​​that supermarkets or retail chains can hardly achieve, then traditional markets will have a distinct competitive advantage," Mr. Trung added.

In addition, traditional markets still ensure community, but in a newer way, which is to turn traditional markets into culinary , cultural and tourist destinations. He explained that market sessions dedicated to handicrafts, second-hand goods... or OCOP products will also attract domestic and foreign tourists.

At the same time, the market needs to be redesigned to become a space that is friendly to all ages, where families and children can come together to have a common space, experience, explore and learn together.

"Another function is to turn traditional markets into start-up playgrounds, where young people who are ready to change can experiment with new business models, introducing unique products in the fields of culture, cuisine, tourism or services.

This not only makes the market more vibrant but also creates an innovative ecosystem where creative ideas are nurtured and developed right in the heart of the community," Mr. Trung added.

Market transformation but still need to ensure the rights of disadvantaged groups

"Saving" traditional markets is a long-term transformation journey with many difficulties and challenges. The Chairman of the Ho Chi Minh City High-Tech Association analyzed that the explosion of modern retail systems and e-commerce is an inevitable trend, many small traders need to accept this game if they want to continue to survive.

In which, transformation is a comprehensive restructuring, from functional innovation, technology application and combined with the support of local authorities to adapt promptly without having to find ways to catch up and compete with modern retail channels.

People buy vegetables at Tan Son Nhat market (HCMC) - Photo: QUANG DINH

"Technology applications are not only for large retailers but are becoming cheaper, more convenient, easier to use and faster to deploy for individual producers and businesses. Speed ​​and diversity are the strengths that traditional markets need to exploit," he added.

Can be divided into 3 groups of objects for conversion, to suit the characteristics of traditional markets in Vietnam:

For groups of traders who are able to change, training and conditions can be provided to facilitate conversion to the new model; for groups of traders who have difficulty adapting, if they wish to continue doing business under the old model, they can be arranged to move to markets that have not yet implemented the new model.

The group of older, less tech-savvy traders will be the group that faces the most obstacles in the transformation. This is also a problem for start-ups to apply technology or many groups of people to work together to support the solution.

During this process, local authorities play a regulatory role, ensuring that the transition takes place gradually, not abruptly. More importantly, there should be policies to support career transition if traders cannot continue to operate at the market.

This not only ensures their livelihood but also demonstrates the humanity of the development process, helping the traditional market to both modernize and maintain its inherent identity.

Lessons from the new trend of traditional markets around the world

Sharing more with Tuoi Tre Online , Mr. Doan Ha Trung said that the actual survey process at markets around the world showed that in many places, new technologies such as digitalization, automation, integration of artificial intelligence and robots have been quickly applied to personalize the shopping experience. In addition, the construction of modern, safe and environmentally friendly hard and soft infrastructure, attractive decoration layout, and fine art are also factors that attract local people and tourists.

Applying these lessons in Vietnam, Mr. Trung believes that many small traders have been proactive in digital transformation, and have applied the online-to-direct market model (OMO)... In addition, high technology can also be applied to product quality control and food safety, partly meeting the common role of the supply chain and the government.

Programs such as "Responsible Green Tick" - a program implemented by the Department of Industry and Trade of Ho Chi Minh City, aim to increase the prestige and trust of consumers in the product. Responsible Green Tick is operated through the mechanism of a quality monitoring system updated with blockchain technology. When a product is confirmed by many distributors, it is not only a guarantee of quality, but also helps to enhance the brand of genuine suppliers.

Together "Contribute to the development of industry and trade in Ho Chi Minh City"

Tuoi Tre Newspaper in coordination with the Department of Industry and Trade of Ho Chi Minh City opened a forum "Providing advice for developing industry and trade in Ho Chi Minh City".

To listen to ideas and solutions from businesses, researchers and people to build and develop industry and trade for the new Ho Chi Minh City, forming a strong urban area in industry - trade - services, with international competitiveness.

Mr. Bui Ta Hoang Vu - Director of the Department of Industry and Trade of Ho Chi Minh City - said that he respects and listens to every opinion and suggestion from people and businesses to advise the People's Committee of Ho Chi Minh City on breakthrough solutions to develop industry - trade - services.

Readers participating in the forum can send information to the editorial office of Tuoi Tre newspaper (60A Hoang Van Thu, Duc Nhuan ward, Ho Chi Minh City) or email: kinhte@tuoitre.com.vn.

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DAO HA TRUNG - TRUONG LINH recorded

Source: https://tuoitre.vn/dai-duong-xanh-cua-cho-truyen-thong-20250827123923271.htm