PNJ – Journey to reach the world with Alibaba Vietnam: From national brand to Asia's leading jewelry exporter

PNJ – The story of a Vietnamese brand reaching international level with Alibaba Vietnam

In the context of strong global integration, Vietnamese businesses seeking to export through international B2B e-commerce platforms has become an inevitable trend. One of the typical examples of the journey of digital transformation and global expansion is PNJ Jewelry Manufacturing and Trading Company Limited (PNJ) - Vietnam's golden brand in the field of high-end jewelry manufacturing and trading. From a purely Vietnamese enterprise established in 1988, PNJ has continuously innovated, invested in technology and expanded production scale to become one of the largest jewelry manufacturers in Southeast Asia. With the vision of "Becoming Asia's leading jewelry brand, accompanying beauty, reaching the world", PNJ not only conquers domestic consumers but also steps out into the ocean, affirming the position of a Vietnamese brand on the international map. One of the big turning points in that journey was 2015, when PNJ decided to register an account to open a store on Alibaba - the world's leading B2B e-commerce platform.

1. Context and opportunities: When PNJ found a "global door" from Alibaba Vietnam

By 2015, PNJ was a strong brand in Vietnam with a system of more than 400 stores and a distribution network spread across the country. However, PNJ realizes that to reach the continent, businesses need a strong, fast and cost-effective solution to access the global market. In that context, Alibaba Vietnam is the bridge to help PNJ enter the journey of export digitization. With a long-term vision, PNJ realizes that B2B e-commerce is not only a sales channel, but also a global marketing strategy that helps build Vietnamese brands on the international map.

“When learning aboutAlibaba.com, we realize this is not just a platform connecting businesses to businesses. This is a comprehensive support ecosystem for advertising, trade promotion and export expansion. The decision to join Alibaba is a strategic turning point for PNJ."

— Nguyen Nhu Quynh, PNJ Export Marketing Expert.

2. Step by step journey to conquer the international market

2.1. Starting phase (2015 - 2016): JoiningAlibaba.comwith a free account

In 2015, PNJ officially registered an account to open a store on Alibaba with a free account package. The initial goal is to test the market, understand international customer behavior and become familiar with the cross-border trading process. Even with just basic tools, PNJ soon realized the great potential of this platform. The first requests for quotes from Europe and Asia show that PNJ's sophisticated, handmade jewelry products receive great interest from global B2B buyers.

2.2. Growth phase (2017 - 2019): Upgrade to Gold Supplier - Leverage for sustainable growth

By 2017, PNJ upgraded to a Gold Supplier account - an important turning point to help the Vietnamese brand transform strongly in the B2B e-commerce world. With the Gold Supplier package, PNJ is equipped with:

• Keyword Advertising Toolkit (KWA) helps optimize product display according to customer search queries.

• Professional booth interface, helping to clearly show the brand story, production process and quality certification.

• Customer data analysis tools help PNJ correctly identify target markets and potential customer groups.

Result:

- Number of visitors increased by 25%

- The number of requests for quotes increased by 400%

- Exports expand to 4 continents, 13 countries and 6 territories

- Net profit increases by an average of 30%/year

"In the first year after upgrading to Gold Supplier, the number of quote requests increased by 400%. We realized the true value of seriously investing in a B2B e-commerce platform."

— Nguyen Nhu Quynh, PNJ.

2.3. Expansion phase (2020 - 2024): Bringing Vietnamese brands to 24 countries

Entering 2020, PNJ continues to participate in Alibaba's "Relaxed Export" program in Denmark and the UK, signing orders worth about 100,000 USD. This is a milestone affirming that Vietnamese brands can conquer the most demanding markets. By 2024, PNJ has exported stably to 24 countries, of which 13 countries have become regular partners. Products such as diamond jewelry, solid gold and high-end silver from PNJ are available at major showrooms and distributors in Europe, North America and the Middle East. PNJ doesn't just sell products - they sell Vietnamese brand values, bringing the spirit of creativity, sophistication and sustainability to the world.

3. Solution from Alibaba: The key to helping PNJ grow dramatically

3.1. Increase global brand recognition

ThroughAlibaba.com, PNJ has significantly raised the level of brand recognition in the international market. Keyword advertising tools (KWA) help PNJ always appear at the top of search results with keywords related to the jewelry industry such as "Vietnam jewelry manufacturer", "gold jewelry supplier", or "diamond jewelry exporter".

When global customers search for products, they see a Vietnamese brand that is professional, trustworthy and verified by Alibaba – a competitive advantage that not every business has.

3.2. Take advantage of Gold Supplier benefits - increase your professionalism

Becoming a Gold Supplier gives PNJ many privileges, including:

• Verifying business identity helps increase reliability in international transactions.

• In-depth customer data and store management tools.

• Technical and strategic support from Alibaba Vietnam team.

It is the continuous support from Alibaba's team of experts that has helped PNJ not only sell more effectively, but also understand how to optimize content, images and keywords to increase conversion rates.

3.3. Optimize digital marketing strategy

PNJ specifically takes advantage of the KWA (Keyword Advertising) advertising tool to increase product coverage. Using analytical data from the platform helps them tailor advertising campaigns accurately, targeting the right B2B customers in the high-end jewelry industry. As a result, PNJ not only increased quote requests by 400%, but also maintained a stable conversion rate, thanks to a clearly targeted advertising strategy, based on actual search behavior.

4. Results achieved: PNJ – Symbol of integration and creativity

Since registering an account to open a store on Alibaba, PNJ has:

• Stable export growth of 30%/year.

• Expanded to 24 countries, 13 regular partners.

• Maintaining the position of Top Vietnamese jewelry brand on the Alibaba platform.

• Received many prestigious international certifications, continuing to strengthen the image of the Vietnamese brand on the global trade map.

PNJ has proven that a Vietnamese brand can stand firm and shine in the world market when it takes advantage of the right platform, seriously invests in digital transformation and is customer-centric.

5. Lessons from PNJ for Vietnamese businesses

PNJ's journey brings many valuable lessons to Vietnamese businesses that want to export through Alibaba to reach global buyers:

• Early conversion, great opportunity: Businesses need to soon bring products to B2B e-commerce platforms to take advantage of the strongly expanding international market.

• Invest in images and data: Need to optimize storefronts, product images, descriptions and keywords to increase credibility.

• Effective use of advertising tools: KWA tool on Alibaba helps Vietnamese businesses reach the right group of potential customers.

• Cooperate with experts: Experts from Alibaba Vietnam are always ready to support strategies, training and practical solutions to help businesses grow faster.

6. Future vision: PNJ continues to spread Vietnamese beauty to the world

With the orientation "Continuous creativity - Shine globally", PNJ continues to invest in manufacturing technology, data management and digital solutions. The business aims to become Asia's leading jewelry brand by 2030, with strategic companionship with Alibaba Vietnam.

"We believe that this journey has just begun. Alibaba has opened a new door for PNJ - where Vietnamese brands can be seen, loved and trusted by global customers."

— Representative of PNJ.

7. PNJ's move is an affirmation of the strength of Vietnam's B2B e-commerce

PNJ's success story is not only the pride of a Vietnamese brand, but also a typical model for businesses looking to export through Alibaba to reach global buyers. If you are a business looking for opportunities to expand internationally, start your journey today.Register an account to open a store on Alibaba– and join Alibaba Vietnam in writing the next success story of Vietnamese brands.

ALIBABA VIETNAM COMPANY - EXPORT E-COMMERCE FLOOR

• Head office: 19th Floor, Saigon Center Building, No. 67 Le Loi Street, Ben Nghe Ward, District 1

• Email:  [email protected]

• Phone: (+84) 987 258 510

• Branch 1: 10th Floor, Becamex Tower, 230 Binh Duong Avenue, Thu Dau Mot, Binh Duong

• Branch 2: 9th Floor, TTC Plaza, Vo Thi Sau, Thong Thong Ward, Bien Hoa City, Dong Nai

• Branch 3: 510 Kinh Duong Vuong, An Lac A Ward, Binh Tan District, HCMC