Thien Long eyes strong growth in international markets

The FlexOffice brand is available in 67 countries and territories on six continents. In Southeast Asia, which is Thien Long’s key export market, its products are exported to 10 of the 11 countries in the region.

In 2021, export sales accounted for 21% of Thien Long’s total revenue and up to 24% in 2022.

After a year of trying to recover exports in post-pandemic period, the stationery giant has speeded up sales and further expanded export markets this year.

Trade promotion in international fairs

In February 2023, the FlexOffice brand attended Ambiente Fair 2023 in Frankfurt, Germany. After two years of delays because of Covid-19, the world’s biggest consumer goods trade fair has resumed and on the largest scale ever. The fair had the attendance of 4,560 businesses from 170 countries around the world with a total exhibition area of up to 352,950 square meters and 154,000 visitors.

Thien Long begins export activities by taking part in two international fairs: Ambiente in Frankfurt, Germany, and Istanbul Stationery Office 2023 in Turkey. Photo by Thien Long

The Ambient Fair exhibited not only traditional stationery items but also smart products, souvenirs, DIY items, etc. Therefore, this was a chance for Thien Long to update trends and popular products in international markets.

The fair took place from Feb. 3 to 7. The FlexOffice brand was in the global sourcing sector of the fair, attracting hundreds of visitors and potential partners.

Thien Long's key products in the European market such as new gel pens, pastel products, and coloring products all attracted the attention of big customers from Western Europe and South America, which are expected to help the group promote their products and expand business opportunities.

Thien Long introduces products and looks for cooperation opportunities in Istanbul Stationery Office 2023 in Turkey. Photo by Thien Long

Thien Long took part in Istanbul Stationery Office 2023 in Turkey from Feb. 22 to 26. There were 400 exhibitors attending the largest and most successful fair in Turkey. The fair exhibited stationery, school supplies, paper, art items, and kid’s toys.

In 2023, Thien Long continues to promote products and increase sales in key markets in Southeast Asia, like the Philippines, Myanmar, Malaysia, etc., but the Middle East and Africa are two new markets that it wants to expand with the FlexOffice brand in 2023.

Thien Long continues to promote products and increase sales in key markets in Southeast Asia. Photo by Thien Long

Dealing with difficult markets is not easy for Vietnamese businesses, especially in the stationery market which is home to giants.

However, with 20 years of experience, the Thien Long Group has been carefully investing in market research and has developed products based on a deep understanding of local markets.

FlexOffice will further develop new products meeting the unique demands of different markets. Photo by Thien Long

Regarding export strategy in 2023, Tran Phuong Nga, CEO of the Thien Long Group, said: "2022 is a successful year of Thien Long with a total revenue of VND800 billion. One thing which is both an advantage and a challenge for the group is the diverse demands of foreign customers. They require fashionable products with a special story behind them. This is a big, potential challenge for Thien Long to conquer."