The situation of aquatic and marine product export in Thanh hoa province in the international integration period

Hong Duc University Journal of Science, E.4, Vol.9, P (46 - 53), 2017 
46 
THE SITUATION OF AQUATIC AND MARINE PRODUCT EXPORT IN 
THANH HOA PROVINCE IN THE INTERNATIONAL INTEGRATION 
PERIOD 
Le Thi Thu Ha1, Dinh Thi Thu Thuy 
Received: 12 September 2016 / Accepted: 10 October 2017 / Published: November 2017 
©Hong Duc University (HDU) and Hong Duc University Journal of Science 
Abstract: In the international integration period, Thanh Hoa province determines to develop 
marine economy - including aquatic and marine products export development. It is one of the 
key missions of the province. There are many existing issues relating to aquatic and marine 
products export that need to be solved. The objective of this study is to evaluate the reality of 
quality and brand of aquatic and marine products; and, to recommend effective solutions for 
these issues. The study has three parts: Introduction is in part one; second part is the main 
part of this research - Research Content, includes the evaluation of the quality and brand of 
fishery products and the recommended solutions are introduced in part three. 
Keywords: Aquatic and marine products export, international integration period, quality and 
brand, Thanh Hoa province. 
1. Introduction 
Aquatic and marine products export under integration direction is one of the very 
important issues in developing agricultural and rural economy, particularly in coastal areas, 
which contribute to the economic structure shift, creating jobs and reducing poverty for a 
large number of people in Vietnam. 
During the past years, aquatic and marine sector in Vietnam has gained important 
achievements with quick and stable growth, becoming one of the key sectors in export, 
bringing about considerable income for the country. At present, Vietnamese aquatic and 
marine products have been present in over 164 countries, generating an export ratio of more 
than 6.6 billion USD (According to a report on Vietnam Fisheries production in 2015 of 
VASEP, Vietnam Association of Seafood Exporters and producers). 
Thanh Hoa is the second largest province in Vietnam both in population and area. 
Statistics shows that Thanh Hoa has the coast of 102kms with 6 coastal towns and districts 
formed by 5 river mouths to the sea ( This province also has favorable 
Le Thi Thu Ha 
Faculty of Economic and Bussiness Administration, Hong Duc University 
Email: Leha84.vn@gmail.com ( ) 
Dinh Thi Thu Thuy 
Faculty of Economic and Bussiness Administration, Hong Duc University 
Email: Dinhthithuthuy@hdu.edu.vn ( ) 
Hong Duc University Journal of Science, E.4, Vol.9, P (46 - 53), 2017 
47 
conditions for economic development in general and aquatic and marine product export 
development in particular. Recently, Thanh Hoa has paid more attention to aquatic and marine 
products export. 
Although the aquatic and marine products sector has been concerned and invested in 
recent years, new development needs particularly demands of integration into international 
economy with competitive, quality and branded products has posed urgent issues to the 
locality. In order to join the playground and integrate into international market and export, 
Thanh Hoa aquatic and marine products should not only invest in fishing and processing 
facilities and equipment but also have long-term strategies in branding products and 
productions to satisfy requirements of technical barriers as well as demands of customers in 
different countries. 
2. Research Content 
2.1. Reality of Thanh Hoa aquatic and marine products export in 2010 - 2015 
The province has 76 enterprises specializing in processing, aquatic and marine products 
export business with total capacity of about 279,870 tons of aquatic and marine products per 
year. (Report on the implementation of the 2015 plan for Fisheries and Aquaculture 
Development). Total export value in 2010 reached USD 47.8 million (reaching 106.4% 
compared with the planning target of USD 45 million), 56 million in 2013, in 2015 it was 
estimated at USD 75 million, mainly export quota. 
The main products are shrimp, frozen squid, fried fish. Product has not much added 
value. Raw materials for export processing is mainly products from fishing and brackish water 
aquaculture. Raw materials in the province only meet 20-30% of the capacity of the plant, so 
the raw materials are mainly purchased from other provinces such as Quang Nam, Quang 
Ngai and Thua Thien Hue. 
Table 1. Aquatic and marine products export turnover 
Year 
Total aquatic 
and marine 
products 
export 
turnover of 
the country 
(unit: Million 
USD) 
Aquatic and 
marine 
products 
export 
turnover of 
Thanh Hoa 
province 
(unit: Million 
USD) 
Percentage 
compared 
to the 
whole 
country 
(unit: %) 
Year 
Total aquatic 
and marine 
products 
export 
turnover of 
the country 
(unit: Million 
USD) 
Aquatic and 
marine 
products 
export 
turnover of 
Thanh Hoa 
province 
(unit: 
Million 
USD) 
Percentage 
compared 
to the 
whole 
country 
(unit: %) 
2000 1479 14.952 1.01 2008 4509 37.65 0.83 
2001 1778 13.808 0.78 2009 4251 45.85 1.08 
Hong Duc University Journal of Science, E.4, Vol.9, P (46 - 53), 2017 
48 
2002 2023 16.843 0.83 2010 5202 47.89 0.92 
2003 2200 17.5 0.80 2011 6110 43.216 0.71 
2004 2408 21.472 0.89 2012 6090 58.1 0.95 
2005 2733 23.542 0.86 2013 6712 55.6 0.83 
2006 3358 29.12 0.87 2014 7836 69 0.88 
2007 3764 30.65 0.81 2015 6660 75 1.126 
(Source: - Statistical Yearbook of Thanh Hoa province2014 year) 
 - The ThanhHoa Department of Agriculture and Rural Development 
 - The General Department of Customs and VASEP 
* Export market: 
Aquatic and marine production is increasing, aquatic and marine products export also 
brings about good results - aquatic and marine products export turnover increased 
significantly over the years. 
Table 1 shows that the value of export turno ...  to the year 2000, but the percentage compared to the 
whole country decreased 0.09%. 
In 2011, the value of aquatic and marine products export increased but export turnover 
decreased more than compared to the year 2010. The reason is due to the inputs for production 
on the rise: electricity price increased by 18%, gasoline price soared, the currency market has 
large fluctuation in interest rates (interest rate is 15%/year, external loans is 20%), which 
makes great disadvantage for aquatic and marine products processing businesses as well as 
farmers and fishing in raising funds to invest in production. Besides, ThanhHoa as well as the 
whole country has trouble in export market - the modern technical barriers are being applied 
to aquatic and marine products of Vietnam. 
However, by 2012, Thanh Hoa province has focused on upgrading and expanding a 
number of aquatic and marine products processing establishments for export, encourage 
private processing facilities to develop; some fisheries infrastructure such as Lach Bach 
fishing port, Lach Hoi etc,. invested to upgrade and meet the development requirement of 
fishing. Fishing capacity is increasing after the province has invested in a lot of resources to 
develop. Thus the value of export turnover reached USD 58.1 million, accounting for 0.95% 
of the whole country, up to 0.24% over 2011. 
In the year 2013, the value of export turnover reached USD 55.6 million, a decrease of 
0.12% compared to the year 2012, accounting for 0.83% of the whole country. The epidemics, 
storms, fuel prices and tight credit cause difficulties for aquatic and marine products 
processing enterprises for export. 
By 2014, the value of export turnover reached USD 69 billion, an increase of 0.05% 
Hong Duc University Journal of Science, E.4, Vol.9, P (46 - 53), 2017 
49 
compared to the year 2013, accounting for 0.88% of the whole country. In 2014, the aquatic 
and marine products sector of Thanh Hoa continues to face many difficulties and challenge of 
weather, disease, market and volatility in Bien Dong. But overall the sector has more 
advantages than the year 2013, because: flood situation occurred less, the domestic economy 
has been recovering, purchasing power rose in the country, many agricultural products in the 
market are well consumed. 
In 2015, the value of national export turnover reached USD 6.660 million, of which 
export value of Thanh Hoa is USD 75 million, accounting for 1.126%. If comparing to other 
export commodities of the province, the aquatic and marine products for years remained at 
second position after the light industrial goods and handicraft, contributing greatly to the 
province's GDP growth. In the world, Thanh Hoa aquatic and marine products are 
increasingly selected by consumers thereby aquatic and marine product export market is 
expanded, the value of exports has increased. 
2.2. The quality assurance in recent years 
Requirement of major markets on standards of quality and food safety of marine and 
aquatic products is very high. The major markets (EU and the US) just import the products of 
Vietnam marine and aquatic products processing enterprises that have been issued certificate 
of standards of quality and hygiene. The stable quality assurance is one of the difficult 
problems for Vietnam marine and aquatic products processing enterprises today. Due to 
difficulties in purchasing raw material meeting quality standards as prescribed by Europe, 
although a lot of ponds, cages are in the harvest, creating instable quality of aquatic and 
marine products for export and facing problems on the international market. 
So far, some shipments detected not to ensure food safety and hygiene have been 
returned, but Thanh Hoa has not had any marine and aquatic products belonging to that 
shipment. Most products of Thanh Hoa marine and aquatic processing enterprises have not 
met the standards of foreign markets, especially on the major markets. Currently, quota export 
of Thanh Hoa marine and aquatic products mainly concentrates in two businesses (Thanh Hoa 
Marine Products Import-Export Joint Stock Company and Long Hai Trading Transportation 
and Seafood Processing Joint Stock Company) with the main products: surimi, steamed clam, 
other seafood to market of Thailand, Korea, China, Japan and the EU countries. 
2.3. Issues in Brand Building 
For Thanh Hoa processed aquatic and marine products, most aquatic and marine 
product exports do not have their own brands, they are mainly consumed in foreign markets 
under the brands of the importers or distributors, supermarkets. This affects export prices, 
while the other competitors have been successful in building and promoting their brands. 
Current export method of Thanh Hoa province is mainly by informal way with simple 
purchases and procedures between enterprises, vessel owners with countries (particularly 
Hong Duc University Journal of Science, E.4, Vol.9, P (46 - 53), 2017 
50 
China). Preserving techniques and technologies of the province are still poor, so long day 
offshore fishing boats usually sell to purchasers of other countries offshore. Thanh Hoa's 
majority of aquatic and marine enterprises are of small scale and they cannot meet the 
demands of formal orders in big quantity. 
Values of quota and non-quota exports of Thanh Hoa aquatic and marine products are 
showed in Figure 1. In 2000 total export value was USD 14.952 million, including non-quota 
export value of USD 9.006 million, accounting for 60.23%, in 2005, non-quota export value 
of reached 70.83% with an increase of more than 10%, in 2020 this ratio was increased to 
90.46% and in 2015 it was 80.05%. 
9.006 5.006 8.879 8.901
15.49216.67520.228
25.074
34.00839.028
43.31941.99 38.7
44.77 46.28
50.6
5.946 8.802
7.964 8.599
5.98 6.867
8.829
5.576
3.642
6.822
4.571
1.226
19.4 11.2
22.72
24.4
0
10
20
30
40
50
60
70
80
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Values of quota and non-quota exports of Thanh Hoa aquatic and 
marine products year period from 2000-2015 
Unit: million USD
Quota Non-Quota
Figure 1. Values of quota and non-quota exports of Thanh Hoa aquatic and marine products 
3. Some suggestions for developing aquatic and marine products 
3.1. Solutions to improve product competitiveness 
Thanh Hoa aquatic and marine products are determined for consumption in other 
provinces and for export. However, trend of regional and international economic integration 
generates increasingly fierce competition especially for imported goods. To overcome 
difficulties, stimulate production and development, market solutions should focus on the 
following issues: 
Investing in improving market forecast capacity, especially medium and long-term 
forecasts of quantity, quality and type of goods that the market needs; the situation of supply-
demand and price of each type of goods. Based on market information making investment and 
Hong Duc University Journal of Science, E.4, Vol.9, P (46 - 53), 2017 
51 
production plans, and then chooses form and timing of market penetration for the highest 
effectiveness. 
Stepping up trade promotion, market forecasts, encouraging and creating favorable 
conditions for businesses, scientists inside and outside the province in signing production and 
consumption contracts to expand and develop domestic market of aquatic and marine products 
and for export. They conduct the program “Link 4 sectors” to promote aquatic and marine 
products via contracts. 
Investing in the construction of aquatic and marine product processing facilities to 
generate stable output markets, add value to aquatic and marine product. 
Investing in development of market system, quickly forming exchange venues in 
rural areas for consumption of aquatic and marine products. In the immediate run, 
developing towns, townships and centers of “industrial - rural services”, wholesale 
markets in association with main traffic routes and rural markets for consumption of 
aquatic and marine products to farmers, they encourage all economic sectors to 
participate. Guiding and creating conditions for cooperatives to ensure and cover outputs 
for aquatic and marine products. 
3.2. Solutions to ensure quality standards in accordance with international market 
requirements 
Solutions to improve quality of aquatic and marine products as required by international 
markets should be carried out from the phase of breeding, caring, exploitation, preservation 
and processing. It is necessary to boost fishing extension programs, investments of province 
for seed research and advanced processes to ensure food safety and hygiene. At the same time, 
it is required to support and encourage enterprises to build and manage product quality 
according to ISO, HACCP, etc. 
Organizing regular activities of education and communication fishermen, farms, 
businesses and economic entities engaged in aquaculture, exploitation and processing of 
aquatic and marine products of the province by multiple channels such as radio, seminars, 
training, etc. on requirements of aquaculture, exploitation and processing of aquatic and 
marine products to ensure quality and food safety in accordance with requirements of 
international economic integration, the business knowledge in production, processing, 
consumption, etc. 
Among the factors that affect the quality of aquatic and marine products for export, 
seed is considered as an important factor. To boost the efficiency of seeds, it is needed to 
make more investment in research and application of seed with high yield, quality and 
economic value and suitable with each locality and the tastes of consumers. 
3.3. Brand development solutions 
In the current context of integration, competition does not only limit at quantitative 
criteria such as price, quality, but also open to the intangible values such as reputation, image, 
Hong Duc University Journal of Science, E.4, Vol.9, P (46 - 53), 2017 
52 
etc. of products. In recent years, Thanh Hoa aquatic and marine products have not created 
rightful position in domestic and international markets due to lack of its own brand. Therefore, 
building and developing brands for Thanh Hoa aquatic and marine products is very necessary 
and required from enterprises and the State. 
 For businesses 
They should promote activities of establishing and advertising brands of aquatic and 
marine products in domestic and international markets. The branding for aquatic and marine 
products requires a coherent strategy from selection of seeds, farming, fishing, preservation 
and processing. When brands are available, it is important to pay attention to protection and 
preservation, promotion of brands a sustainable way. It is required to register protection of 
trademarks, product labels, brand at home and abroad so that consumers will be initially 
familiar with labels, brands and quality of aquatic and marine products of each enterprise 
and each locality. The key issue to ensure sustainable preservation and development of 
brands is to continuously improve product quality and developing sales network. At the 
same time, constantly investing in research and development creates new products to meet 
consumer demands. 
For the province and the State 
It is necessary to facilitate policies in management, support and create favorable 
conditions for enterprises to invest in building and developing brands. At the same time, it is 
also important to simplify legal procedures to create favorable conditions for enterprises to 
register trademark protection most quickly. Supporting enterprises in training, provision of 
information and advising enterprises on registering products trademark, commercial names, 
geographical guidelines, names and origin of goods in land and abroad. Preventing and 
protecting trademarks against acts of infringement, counterfeiting, imitation, infringement of 
intellectual property, etc. the authorities should speed up issuing detailed regulations guiding 
the implementation of the Law. 
4. Conclusion 
The issues in quality and brand of aquatic and marine products of Thanh Hoa province 
are analyzed. They obstruct the international economic integration of Thanh Hoa, especially 
when Vietnam was an official member of the WTO in 2007 - when low-cost imports extended 
to all goods. The Trans-Pacific Partnership (TPP) was signed, it means the challenge for 
Thanh Hoa’s fishery products. Looking for the solutions for developing Thanh Hoa aquatic 
and marine products export are important. Business enterprises must have strategy to build up 
the brand, improve product competitiveness, ensure quality standards in accordance with 
international market requirements, etc. It is needed to implement such solutions 
synchronously since they have close relations and support each other. 
Hong Duc University Journal of Science, E.4, Vol.9, P (46 - 53), 2017 
53 
References 
[1] Thanh Hoa Department of Agriculture and Rural Development (2014), Report on 
overall agricultural development planning of Thanh Hoa province to 2025, page 85. 
[2] Ta Kim Sen (2013), Thanh Hoa aquatic and marine product exports-situation and 
solutions, master’s thesis, page 46. 
[3] Aquatic and marine trade magazine (2006), Development experiences of Thai 
shrimp, page 34. 
[4] Vietnam Institute of Fisheries Economics and Planning, Planning of developing aquatic 
and marine culture in the Mekong delta until 2015, orientation to 2020 (4/2009), page 38. 
[5] Vietnam Institute of Fisheries Economics and Planning, Planning of developing aquatic 
and marine culture in the Mekong delta until 2015, orientation to 2020 (4/2009), page 50. 
[6] Statistical Yearbook of Thanh Hoa province 2014. 
[7]  
[8]