Biti's, a Vietnamese footwear brand, is not a newcomer. In fact, Vuu Khai Thanh and Lai Khiem formed the company in 1982, and their product line of sandals dominated the home market in the late 1980s and 1990s. However, their inventive marketing campaigns featuring Son Tung MTP and Soobin Hoang Son, as well as lines like the Hunter, have aided their resurgence in a very cutthroat business, allowing them to become a pioneer for local footwear manufacturers during the last two years. Vuu Le Quyen and Vuu Le Minh, the second generation of Biti's' family, are bringing the Biti's' ideology of "tender care for Vietnamese feet" to a younger generation.

Why did Biti's come to a decision about launching the Hunter sneaker line?

In recent years, Vietnam has experienced remarkable economic growth. Because shoes are such a personal item, the 9x and 10x generations are substituting local labels for multinational brands. According to research, the Vietnamese sneaker market is separated into three segments. International brands such as Nike, Adidas, Vans, and Converse are the first that come to mind. Those are the most pricey and chiefly foreign-dominated sector. Then there's the intermediate, or mid-range, sector which is discovered that it has a comparatively small number of players. This market caters to those who prefer genuine brands over knockoffs, but are unable to afford a high-end pair. Finally, there is a low-end. This market involves fakes or low-cost local brands with no quality assurance. Hence, Biti's Hunter was born from this realization that the Vietnamese market still craves for locally produced shoes at an accessible cost, with high quality production and stunning patterns.

What does Biti's have that other brands do not?

The major advantage of Biti's is that it is a Vietnamese brand in Vietnam. Biti's can assuredly declare that they understand what people want after 36 years on the home market. Besides, they can also work with a local production chain to manufacture trendy products rapidly.

In 2017, Biti's Hunter ran a really effective marketing campaign. What was the campaign's general direction?

Biti's Hunter has been on the market for around nine months by the start of 2017. However, consumer awareness was extremely low. Tet was a special moment for them to develop the brand. Biti’s only had 3 billion VND in their budget, while international brands could afford to invest extensively in ads. The Biti's Hunter Son Tung MTP song video "Lac Troi" received 1/3 of the money, while the rest went to Soobin Hoang Don and Tien Cookie for their "Di De Tro Ve" music video. They reached out to their target audience and the message spread quickly.

Were there any other aspects of the campaign that contributed to its success?

Biti’s has also worked with micro influencers, who have a small following of 1000 to 3000 individuals but maintain close relationships, strong friendships, and frequent communication with their followers. Micro influencers play an important role in encouraging people to "getting out and experiencing Biti's Hunter."

In a nutshell, what does Biti's success attribute to, other from marketing campaigns?

Vuu Khai Thanh and Luu Khiem were the ones who laid the groundwork for Biti's. Then there was the second generation, which included people like Vuu Le Minh and Vuu Le Quyen, who breathed fresh life into Biti's. Then there's Hung Vo, vice marketing director and CEO of REDDER Advertising - the brain behind that campaign and all of Biti's other marketing concepts. Of course, the Biti’s family's employees. They've kept the brand's fire and passion alive in the goods, laying the groundwork for these great ads.