"Community is at the core of brand success"

At the Forum “Bringing Vietnamese brands to the world and suggestions for the banking system” held recently, Labor Hero Thai Huong - Chairwoman of TH Group's Strategy Council, General Director of Bac A Commercial Joint Stock Bank, shared meaningful information about the birth of the famous milk brand TH true MILK. The businesswoman also mentioned the strategic vision of Bac A Commercial Joint Stock Bank (BAC A BANK) which she is currently "leading".

- TH is a national brand with a rapid growth rate, and can be considered a national enterprise, a pioneer in the process of innovation and green economic development. Along with the domestic ecosystem, TH has reached out to the world with projects in Russia and Australia. Madam, in the strategy of raising the global brand, what is the most core value that TH builds?

Labor Hero Thai Huong: As a consultant and “chief architect” of the TH brand, I would like to tell you the story of the birth of TH true MILK. It was in 2008, the melamine-tainted milk incident in China really broke my heart, because it caused the risk of kidney bleeding for millions of children. The very next morning, I held an investment council meeting (of the Bank) and proposed to enter the field of dairy farming and milk processing. I decided to make truly clean fresh milk for children with all my heart and the heart of a mother.

TH project in Australia.

Your question reminds me of the question I received at the World Knowledge Forum held in Korea in 2019, "What makes the TH brand go so far?" or "go like a storm" as you said. I affirm that the first core value of TH is "For community health." When TH true MILK was born, the market had about 500 milk labels with unclear information. TH chose the simplest, most ordinary but also the most profound and humane way, which is "For community health." We also chose the word True to position ourselves, True Happiness was born as "True Happiness." No matter where we are, what our language or skin color is, the most important thing for everyone is health. If a brand wants to develop, its first value must be "For community health." Especially when we are in the food industry, if we want to go far and be sustainable in the long term, we must consider this core value as human virtue.

TH true MILK's giant "automatic arm" irrigation system.

In order for the brand to grow quickly but sustainably as the global trend is moving towards, I also emphasize the principle of “Cherish Mother Nature - She will give you everything.” TH takes Mother Nature as the foundation, people as the focus and follows the sustainable development strategy, that is the core formula for the brand’s success. We have advised TH true MILK to implement a green economic model, with advanced science and technology and management science to produce international quality products at reasonable costs and prices.

And “True Happiness - For true happiness,” TH’s slogan encompasses the meaning of happiness for all species, including not only humans but also nature. TH keeps pace with the new consumer revolution: Safe and green, socially responsible, and at the same time cherishing Mother Nature. We are very happy that TH Group’s two main production companies, TH Milk Joint Stock Company and Nui Tien Pure Water Company Limited, have been certified as carbon neutral according to PAS 2060:2014 standards.

- I still remember, when TH true MILK was born, you said a famous sentence "I have no competitors." Madam, is that sentence still true in the current context?

Labor Hero Thai Huong: Many people think I am arrogant and exaggerated because of this statement. However, I said it at that time because in the Vietnamese market at that time, 92% of liquid milk was processed from imported powdered milk, reconstituted into reconstituted milk; only 8% was processed from fresh milk. TH true MILK entered the dairy farming industry, processed fresh milk, took a different path, the path of clean fresh milk, so I had no competitors.

TH Group and I lead the domestic dairy industry in producing fresh milk using high technology and a closed process from pasture to table. For us, clean fresh milk is the only way. TH applies the world's leading technology, especially Israeli dairy farming technology, combined with advanced management science, applying modern German SAP management software. Our products are transparent from price to product for consumers.

Now we have many competitors, because everyone has seen that producing clean fresh milk is the right path and healthy competition is necessary.

In the journey to clean fresh milk, TH does not go alone but pioneers and leads other businesses to go together. The participation of TH Group has promoted the strong development of the dairy farming and fresh milk processing industry in Vietnam. As a result, the average amount of fresh milk used by each person has increased from 8-12 liters in 2008, to 25 liters/person/year; and will be even higher in the future. Thus, all Vietnamese people benefit from clean fresh milk and through that, the dairy industry has made an important contribution to raising the stature of Vietnam in terms of health, intelligence and aesthetics.

- You are also the General Director of Bac A Commercial Joint Stock Bank (BAC A BANK). With your experience leading TH true MILK to expand internationally, can you share the direction for BAC A BANK? In particular, do you have any suggested slogans for the Bank during this period?

Hero of Labor Thai Huong: Although it is a small and medium-sized bank, BAC A BANK still shows good operational efficiency and a strong spirit and desire to grow. We clearly understand that, in any field, continuous learning and innovation, and access to scientific and technological advances play a key role in development.

Despite starting late in the technology race, BAC A BANK did not wait passively but proactively implemented digital banking and focused on building a team of professional consultants. With a spirit of autonomy and a desire to integrate internationally, BAC A BANK actively asked questions and sought out the best experts to learn from their experiences, thereby effectively solving the challenges. With our relentless efforts, we believe we will achieve success.

Founder of BAC A BANK and TH true MILK at the event Bringing Vietnamese brands to the world.

BAC A BANK's slogan is "Keep a clear mind to reach far and wide." I believe that this motto is always true and has lasting value, especially since banking is a money business - a challenging type of business. I always remind the BAC A BANK leadership team about the word "Stability," because money business is "Dynamic" so we need to be "Stability," when facing money, we must be extremely calm, keep a clear mind to avoid temptation, and keep the bank operating objectively and healthily.

Business has never been an easy path, especially money business because this is a special commodity, when granting credit, it is entrusting both ownership and usage rights. However, thanks to the mindset of "Smart money, skillful money", applying scientific management measures combined with effective investment consulting, Bac A Commercial Joint Stock Bank has had many customers develop sustainably and prosper together.

- We believe that with the right motto and strategy, you and your dedicated team will certainly develop the BAC A BANK and TH true MILK brands to reach further. Sincerely thank you./.

BAC A BANK's products are diverse, practical, and digitalized for the benefit of customers.

Source: https://mega.vietnamplus.vn/thuc-su-vi-cong-dong-la-cot-loi-cho-thanh-cong-cua-thuong-hieu-6803.html