Eurowindow
With a history of more than two decades, Eurowindow is the only major manufacturer of aluminium and glass doors and windows to have been honoured as a national brand for 12 consecutive years. By meeting stringent requirements on green manufacturing and with power-efficient, health-friendly, and environmentally friendly products, the company is striving for a wider reach on the international market.
Nhan Dan had a conversation with Do Minh Thanh — Eurowindow Deputy CEO for business — on the company’s brand building strategy.
Q: Could you please share your company’s national brand building strategy?
A: Eurowindow was founded in 2002 and over the past two decades the company has provided a wide range of advanced building materials solutions such as uPVC doors, aluminium doors, wooden doors, fire-proof wooden doors, automatic doors, glass products, interior products, new-generation smart doors, and so on, helping to change the architectural landscapes of cities and open a new era for Vietnamese houses.
We are proud to be the only major manufacturer of aluminium and glass doors and windows to be honoured as a national brand for 12 consecutive years. Our brand building strategy focuses on the following main goals:
Firstly, Eurowindow constantly renovates its technology and pioneers in applying science and technology. The company also continuously improves its designs and diversifies its products to provide superior, safe, power-saving, and environmentally friendly solutions for a comfortable life.
Secondly, Eurowindow also promotes digital transformation and investment in data management systems and equips modern production lines to increase labour productivity and improve competitiveness. That is the way for Eurowindow to proactively integrate in the context of the digital era and the 4.0 industrial revolution strongly taking place globally.
Thirdly, in addition to focusing on exploiting products of strength and developing the domestic market, Eurowindow actively seeks opportunities to expand export markets and participate more deeply in the global supply chain.
Fourthly, the company builds professional staff, including experts, technicians, engineers, and workers, who are well-trained and highly qualified. Eurowindow always advises, designs and implements solutions to ensure optimal costs and high efficiency for investors.
Not only does it build brand reputation with partners and increase long-term value, Eurowindow also ensures the rights of shareholders and all members of the company, maintaining social responsibility, actively contributing to the state budget revenue and joining hands with the community to make contributions to ensure social security in localities, steadfastly with the goal of sustainable development.
Fifthly, to maintain the reputation of the national brand, besides complying with State regulations and laws and taking the initiative and lead on the socio-economic development front, Eurowindow also pays great attention to information and communications work and protecting copyright and brand value. Being proactive in combating counterfeit goods, resolutely fighting and coordinating with authorities to thoroughly resolve cases of intellectual property rights violations, Eurowindow fiercely protects its brand and the interests of customers. Eurowindow has successfully registered its trademark in several Asian countries.
Q: Does recognition as a National Brand act as a launching pad for businesses to expand their supply markets and reach out to the world?
A: It can be said that achieving the National Brand title helps businesses increase their product value and reputation, thereby improving their competitiveness while affirming their position in the international market.
From that foundation, Eurowindow has proactively seized opportunities for export cooperation by connecting with the Vietnamese business community and Overseas Vietnamese people and participating in fairs, exhibitions, and seminars to introduce solutions to associations, construction contractors, and businesses operating in the field of construction materials.
Unitized aluminium partition products by Eurowindow.
Unitized aluminium partition products by Eurowindow.
Currently, Eurowindow is exporting products to many countries, including Laos, Cambodia, Myanmar, India, Thailand, Japan, the US, Canada, and Australia, thus establishing itself as a reputable supplier who has completed many major construction works and projects, such as the National Assembly’s headquarters, international airports, schools, hotels, and factories.
Notably, in 2023, amid many positive signs seen in Vietnam-US trade relations, Eurowindow has reached an agreement to sign a contract to export aluminium doors and glass-aluminium partitions to this market. This is a special step forward for Eurowindow on its journey to international reach.
Eurowindow aluminium doors and glass-aluminium partitions are packaged before being exported to the US.
Eurowindow aluminium doors and glass-aluminium partitions are packaged before being exported to the US.
Before entering into cooperation, the partners had a long time to learn about product quality, brand reputation, and methods of utilising Eurowindow's human resources in the domestic market. Along with functionality and aesthetic value, American businesses pay special attention to the "human" factor in the process of creating Eurowindow products.
Eurowindow also surpasses strict criteria on ensuring "green factors" in production. The products save energy, protect users' health, and are environment friendly. Those are also factors that many foreign businesses are interested in when choosing Vietnamese products today.
The Eurowindow factory
The Eurowindow factory
Q: Affirming the position of National Brand products in the country, conquering difficult foreign markets, what is the company's biggest challenge in building and recognising the brand?
A: In the domestic market, Vietnam's integration is becoming deeper; free trade agreements signed with the parties have come into effect, leading to import tax incentives and creating an advantage for "foreign" products to flood in. This is creating great pressure on domestic businesses, including National Brand enterprises such as Eurowindow.
Phnom Penh Municipal Governor Khuong Sreng and Chairman of the Cambodian Construction Association Neak Oknha, Pung Kheav Se witnessed the signing ceremony of a cooperation agreement between Eurowindow and AWEL Design.
Phnom Penh Municipal Governor Khuong Sreng and Chairman of the Cambodian Construction Association Neak Oknha, Pung Kheav Se witnessed the signing ceremony of a cooperation agreement between Eurowindow and AWEL Design.
In foreign markets, the construction materials market is also increasingly competitive. Among them, "formidable" competitors from China, which has long been considered the world's "factory", have fierce price competition.
Accordingly, Eurowindow has been focusing on improving product quality and features to meet strict international standards, according to user requirements and optimising costs to improve competitiveness.
Eurowindow has been focusing on improving product quality and features to meet strict international standards, according to user requirements and optimising costs to improve competitiveness.
Q: In your opinion, is intellectual property registration for products really important, especially when exporting to foreign countries, and how is this activity at Eurowindow?
A:Regarding export strategy, intellectual property issues are especially significant for enterprises.
Normally, businesses use their brand images to market their products. If a business does not register for trademark protection, when a competitor copies or imitates the trademark, the handling will be very difficult or impossible.
Sometimes, adjusting product designs, labels or packaging to suit export markets requires efforts and innovation from businesses. These changes can be protected by intellectual property to ensure the monopoly of the business.
Another important reason for paying attention to intellectual property is to prevent other companies from imitating or copying products with similar or identical specifications, features, functions, brands or designs.
Without intellectual property protection, exporting businesses may find it difficult or impossible to prevent companies from producing counterfeit goods, leading to unpredictable consequences.
In fact, at Eurowindow, the issue of intellectual property rights protection has been a concern since the early days of its establishment to protect brand reputation and customers’ rights.
In addition to the Myanmar market, Eurowindow has registered intellectual property protection in several countries, such as Canada, Australia, and Cambodia.
In the process of signing cooperation agreements with foreign partners, Eurowindow has always paid attention to negotiating contracts, requiring the signing of confidentiality agreements or agreements of not disclosing confidential business information.
Q: What is the company's strategy to maintain the position of National Brand products in the business industry and have more products recognised as National Brand products?
A: In the near future, Eurowindow will continue to boost research and bring products that uphold safety, apply smart AI technology, protect user health and are environmentally friendly, affirming its position as the leading total solution provider of green construction materials in Vietnam.
Thank you very much!
Publication: February, 2024
Production manager: KIM PHUONG BINH
Content: GIANG KHOI – BAO KHANH – HOAI THU
Design: BAO MINH
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