Theo chia s\u1ebb c\u1ee7a anh \u0110o\u00e0n Minh H\u01b0ng (Joseph Doan) \u2013 R&D Manager t\u1ea1i CJ Foods Vietnam, trong b\u1ed1i c\u1ea3nh k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng thay \u0111\u1ed5i nhanh ch\u00f3ng, vai tr\u00f2 c\u1ee7a R&D kh\u00f4ng c\u00f2n d\u1eebng l\u1ea1i \u1edf vi\u1ec7c ph\u00e1t tri\u1ec3n nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi, m\u00e0 l\u00e0 chuy\u1ec3n h\u00f3a ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng th\u00e0nh nh\u1eefng c\u1ea3i ti\u1ebfn mang l\u1ea1i gi\u00e1 tr\u1ecb th\u1ef1c s\u1ef1. \u0110\u00e2y c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng n\u1ed9i dung \u0111\u01b0\u1ee3c th\u1ea3o lu\u1eadn t\u1ea1i phi\u00ean “Decoding Premium Consumers in Modern Retail” thu\u1ed9c di\u1ec5n \u0111\u00e0n The Gastronomy Blueprint \u2013 do CjC Marketing Agency t\u1ed5 ch\u1ee9c v\u1edbi s\u1ef1 \u0111\u1ed3ng h\u00e0nh c\u1ee7a Italian Atelier Asia-Pacific, trong khu\u00f4n kh\u1ed5 Vietfood & ProPack Vietnam 2026 do VINEXAD t\u1ed5 ch\u1ee9c.<\/p>\n
Trong ng\u00e0nh th\u1ef1c ph\u1ea9m v\u00e0 \u0111\u1ed3 u\u1ed1ng, \u0111\u1ed5i m\u1edbi s\u1ea3n ph\u1ea9m lu\u00f4n \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t trong nh\u1eefng \u0111\u1ed9ng l\u1ef1c quan tr\u1ecdng \u0111\u1ec3 doanh nghi\u1ec7p duy tr\u00ec s\u1ee9c c\u1ea1nh tranh. Tuy nhi\u00ean, kh\u00f4ng ph\u1ea3i m\u1ecdi c\u1ea3i ti\u1ebfn \u0111\u1ec1u t\u1ea1o ra gi\u00e1 tr\u1ecb. Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng c\u00f3 nhi\u1ec1u l\u1ef1a ch\u1ecdn h\u01a1n, vi\u1ec7c b\u1ed5 sung th\u00eam t\u00ednh n\u0103ng hay m\u1edf r\u1ed9ng danh m\u1ee5c s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f2n l\u00e0 th\u01b0\u1edbc \u0111o duy nh\u1ea5t c\u1ee7a s\u1ef1 \u0111\u1ed5i m\u1edbi.<\/p>\n
\u0110\u00f3 c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng v\u1ea5n \u0111\u1ec1 \u0111\u01b0\u1ee3c CjC Marketing Agency \u0111\u01b0a v\u00e0o phi\u00ean th\u1ea3o lu\u1eadn “Decoding Premium Consumers in Modern Retail” t\u1ea1i The Gastronomy Blueprint. Theo ch\u01b0\u01a1ng tr\u00ecnh, \u0111\u1ec3 chinh ph\u1ee5c nh\u00f3m kh\u00e1ch h\u00e0ng cao c\u1ea5p, doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 c\u1ea7n hi\u1ec3u h\u1ecd mua g\u00ec, m\u00e0 c\u00f2n c\u1ea7n l\u00fd gi\u1ea3i \u0111\u01b0\u1ee3c v\u00ec sao h\u1ecd l\u1ef1a ch\u1ecdn m\u1ed9t s\u1ea3n ph\u1ea9m v\u00e0 \u0111i\u1ec1u g\u00ec khi\u1ebfn h\u1ecd s\u1eb5n s\u00e0ng quay tr\u1edf l\u1ea1i.<\/p>\n
T\u1eeb g\u00f3c \u0111\u1ed9 nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, anh \u0110o\u00e0n Minh H\u01b0ng cho r\u1eb1ng m\u1ecdi qu\u00e1 tr\u00ecnh \u0111\u1ed5i m\u1edbi \u0111\u1ec1u c\u1ea7n b\u1eaft \u0111\u1ea7u t\u1eeb vi\u1ec7c l\u1eafng nghe kh\u00e1ch h\u00e0ng.<\/p>\n
Theo anh, ph\u1ea3n h\u1ed3i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng n\u00ean \u0111\u01b0\u1ee3c xem l\u00e0 nh\u1eefng \u00fd ki\u1ebfn ri\u00eang l\u1ebb, m\u00e0 l\u00e0 ngu\u1ed3n d\u1eef li\u1ec7u quan tr\u1ecdng \u0111\u1ec3 doanh nghi\u1ec7p hi\u1ec3u r\u00f5 nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng. Nh\u1eefng th\u00f4ng tin n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c thu th\u1eadp t\u1eeb nhi\u1ec1u k\u00eanh kh\u00e1c nhau, t\u1eeb h\u00e0nh vi mua s\u1eafm, ph\u1ea3n h\u1ed3i tr\u1ef1c ti\u1ebfp cho \u0111\u1ebfn nh\u1eefng tr\u1ea3i nghi\u1ec7m sau khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m.<\/p>\n
Tuy nhi\u00ean, vi\u1ec7c l\u1eafng nghe m\u1edbi ch\u1ec9 l\u00e0 b\u01b0\u1edbc kh\u1edfi \u0111\u1ea7u.<\/p>\n
\u0110i\u1ec1u quan tr\u1ecdng h\u01a1n l\u00e0 kh\u1ea3 n\u0103ng ph\u00e2n t\u00edch v\u00e0 \u0111\u00e1nh gi\u00e1 xem \u0111\u00e2u l\u00e0 nhu c\u1ea7u th\u1ef1c s\u1ef1 c\u1ee7a th\u1ecb tr\u01b0\u1eddng, \u0111\u00e2u ch\u1ec9 l\u00e0 nh\u1eefng xu h\u01b0\u1edbng mang t\u00ednh ng\u1eafn h\u1ea1n. Ch\u1ec9 khi hi\u1ec3u r\u00f5 \u0111i\u1ec1u kh\u00e1ch h\u00e0ng c\u1ea7n, doanh nghi\u1ec7p m\u1edbi c\u00f3 th\u1ec3 chuy\u1ec3n nh\u1eefng insight \u0111\u00f3 th\u00e0nh nh\u1eefng c\u1ea3i ti\u1ebfn c\u00f3 \u00fd ngh\u0129a \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m, quy tr\u00ecnh v\u00e0 tr\u1ea3i nghi\u1ec7m s\u1eed d\u1ee5ng.<\/p>\n
Theo anh H\u01b0ng, m\u1ee5c ti\u00eau c\u1ee7a R&D kh\u00f4ng ph\u1ea3i l\u00e0 t\u1ea1o ra nhi\u1ec1u t\u00ednh n\u0103ng h\u01a1n, m\u00e0 l\u00e0 t\u1ea1o ra nhi\u1ec1u gi\u00e1 tr\u1ecb h\u01a1n.<\/p>\n
\u0110i\u1ec1u \u0111\u00f3 \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c m\u1ed7i quy\u1ebft \u0111\u1ecbnh ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m c\u1ea7n \u0111\u01b0\u1ee3c c\u00e2n nh\u1eafc tr\u00ean nhi\u1ec1u kh\u00eda c\u1ea1nh, t\u1eeb k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, kh\u1ea3 n\u0103ng s\u1ea3n xu\u1ea5t \u0111\u1ebfn t\u00ednh kh\u1ea3 thi trong th\u01b0\u01a1ng m\u1ea1i h\u00f3a. M\u1ed9t \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o ch\u1ec9 th\u1ef1c s\u1ef1 th\u00e0nh c\u00f4ng khi c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u1ed3ng th\u1eddi nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 n\u0103ng l\u1ef1c v\u1eadn h\u00e0nh c\u1ee7a doanh nghi\u1ec7p.<\/p>\n
Quan \u0111i\u1ec3m n\u00e0y c\u0169ng ph\u1ea3n \u00e1nh s\u1ef1 thay \u0111\u1ed5i trong c\u00e1ch c\u00e1c doanh nghi\u1ec7p ti\u1ebfp c\u1eadn ho\u1ea1t \u0111\u1ed9ng R&D. Thay v\u00ec ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m d\u1ef1a tr\u00ean nh\u1eefng gi\u1ea3 \u0111\u1ecbnh n\u1ed9i b\u1ed9, qu\u00e1 tr\u00ecnh \u0111\u1ed5i m\u1edbi ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c d\u1eabn d\u1eaft b\u1edfi d\u1eef li\u1ec7u v\u00e0 ti\u1ebfng n\u00f3i c\u1ee7a kh\u00e1ch h\u00e0ng. Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1edf th\u00e0nh trung t\u00e2m c\u1ee7a qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, doanh nghi\u1ec7p s\u1ebd c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i t\u1ea1o ra nh\u1eefng tr\u1ea3i nghi\u1ec7m ph\u00f9 h\u1ee3p h\u01a1n v\u1edbi k\u1ef3 v\u1ecdng c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 n\u00e2ng cao kh\u1ea3 n\u0103ng c\u1ea1nh tranh trong d\u00e0i h\u1ea1n.<\/p>\n
\u0110\u1ed1i v\u1edbi ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng cao c\u1ea5p, \u0111i\u1ec1u n\u00e0y c\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng. Nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00e0y kh\u00f4ng ch\u1ec9 t\u00ecm ki\u1ebfm nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi, m\u00e0 c\u00f2n k\u1ef3 v\u1ecdng m\u1ed7i c\u1ea3i ti\u1ebfn \u0111\u1ec1u mang l\u1ea1i gi\u00e1 tr\u1ecb r\u00f5 r\u00e0ng v\u00e0 g\u00f3p ph\u1ea7n n\u00e2ng cao tr\u1ea3i nghi\u1ec7m s\u1eed d\u1ee5ng. Ch\u00ednh v\u00ec v\u1eady, \u0111\u1ed5i m\u1edbi kh\u00f4ng c\u00f2n l\u00e0 vi\u1ec7c t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t b\u1eb1ng m\u1ecdi gi\u00e1, m\u00e0 l\u00e0 kh\u1ea3 n\u0103ng gi\u1ea3i quy\u1ebft \u0111\u00fang nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0o \u0111\u00fang th\u1eddi \u0111i\u1ec3m.<\/p>\n
Th\u00f4ng qua The Gastronomy Blueprint, CjC Marketing Agency mong mu\u1ed1n t\u1ea1o ra m\u1ed9t di\u1ec5n \u0111\u00e0n n\u01a1i c\u00e1c chuy\u00ean gia, doanh nghi\u1ec7p v\u00e0 nh\u00e0 qu\u1ea3n l\u00fd c\u00f9ng chia s\u1ebb nh\u1eefng kinh nghi\u1ec7m th\u1ef1c ti\u1ec5n v\u1ec1 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng. T\u1eeb g\u00f3c nh\u00ecn c\u1ee7a ho\u1ea1t \u0111\u1ed9ng R&D \u0111\u1ebfn v\u1eadn h\u00e0nh, logistics v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, ch\u01b0\u01a1ng tr\u00ecnh h\u01b0\u1edbng t\u1edbi vi\u1ec7c gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng nh\u1eefng quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean nhu c\u1ea7u th\u1ef1c t\u1ebf c\u1ee7a th\u1ecb tr\u01b0\u1eddng, t\u1eeb \u0111\u00f3 t\u1ea1o ra gi\u00e1 tr\u1ecb b\u1ec1n v\u1eefng trong b\u1ed1i c\u1ea3nh b\u00e1n l\u1ebb hi\u1ec7n \u0111\u1ea1i kh\u00f4ng ng\u1eebng thay \u0111\u1ed5i.<\/p>\n