But in the opinion of many entrepreneurs, this is changing.

A travel business entrepreneur told the writer, you know the Pareto principle, also known as 80-20 principle not? Following questions, he explained that the Italian economist who discovered that 20% of the population holding 80% Italian assets and vice versa. Applied in business, 80% of revenue will come from 20% of customers.

"So, while tourism businesses compete fiercely on price to satisfy the average customer's block, I specialized in high quality, good service and reasonable prices to satisfy travelers money ", he explains his success.

A few days ago, a similar story was also chairman and CEO of Vu Tuan Giang Sovina share. The very large market, when there are difficulties there are items that they desperately need. "For example, we export good consumer in the supermarket in Japan," Jiang said.

Experience from many years of exporting to Japan the essential commodities of life, from handicrafts to sell consumer goods in supermarkets, Jiang concluded: "Japan, as well as the another time, I just do exactly as their requirements are. "

The story made his market, said it was simple and easy as long instilled in each exporter.  As is: do the customers need, not what you have ... Nhưng, nói thì dễ. But, easier said.

And that is drawn from its losses, the business strategy mistakes that he had business at the expense of existing customers, reducing quality and outstanding capital ...  "Before, what I usually do is advertise and sell what they have," Mr. Jiang said.

For now, he diverted. "I just simply do what they need."

For exports, one of the important point is that enterprises must find the appropriate items in the market. "Now, we live in a flat world, sitting here can know what they need," said Giang share experiences.

To become the exporter representing many brands of consumer goods of good quality from Vietnam, the "direction" of his foreign guests Giang is simple: "They asked if this is not, you'll find the answer and do I prefer to meet it. "

Vision of "niche" of Mr Jiang may also suit many other enterprises in Vietnam. He said that is not necessarily high-tech items that just "keep it simple", because the world who need food, food.

"For example, many consumers do not like candy overseas Chinese who likes candy Vietnam. So why do not we invest heavily in? "Said Giang question.

The successful cases of export confectionery Vietnam to Korea's Sovina can be a lesson for many other businesses to reach "niche markets".

Asian countries have a rich kind of provisions other than Vietnam: foods such as confectionery not containing preservative E102. Sovina goods exported to Korea, Mr. Jiang said simply "forbidden" E102 and packaging must be in accordance with the requirements of external partners.

"People do what they need so that they provide, the Vietnam something you are doing. If we know how to redirect the goods meet the requirements of the world, according to the criteria, they can be exported, "he said.

9 months of revenue of 100 billion with only 20 employees is easy to feel part of success in Sovina. Opinion of the Director Giang is under all circumstances can still find items suitable for export, because the world always need consumption and only very simple product.

"Next week we will have your goods here in Thailand to buy disposable chopsticks. They need to provide flood Bangkok is history, "he said. On the immense carrying water between the Thai capital, the rod is almost impossible to wash the dishes. Should disposable chopsticks for Jiang to carry a business opportunity.