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Published on August 28, 2007

At the Foreign Trade Department seminar "Do Thai Products Have Good Quality?" yesterday, panellists shared the view that Thai products had good quality but lacked a chance to be introduced in international markets.

Thai Kaneta managing director Joseph Suwanchai Loh said Thai products would be more successful in domestic and international markets if modern retailers provided better support.

"Many Thai brands could be more successful, because our goods are well known for their high quality. However, few are successful in the international market, because some outlets prefer international brand names," he said.

He suggested enterprises create a unique style for their brands by mixing Thai designs with modern lifestyles. He also called on the government to create awareness of Thai brands among domestic and international consumers.

Yingkiat Liu, vice chairman of the Federation of Thai Industries' Leather and Leather Goods Club, said the government must establish a clear policy to promote Thai brand names in local and foreign markets.

"Thai enterprises can establish plants abroad, but they must ensure their brands are known by consumers," he noted.

The government should promote products under a "Thai Made" or "Thai Designed" concept rather than "Made in Thailand", said Yingkiat.

He added that manufacturers should attempt to increase consumers' awareness by establishing outlets that directly reached consumers and developing goods and designs that would meet demand.

Krisda Thanakoomcheep, senior trade expert at the Foreign Trade Department, said the government would promote Thai goods this year, because of rising imports of luxury goods after the baht's appreciation.

Overall imports increased 5.14 per cent to US$77.69 billion (Bt2.67 trillion) in the first seven months of the year, with luxury goods jumping 20.7 per cent to $3.26 billion.

"The government wants to increase public awareness of Thai products, because foreign luxury merchandise does not benefit the country's economic growth," he said.

However, the government cannot create non-tariff barriers to obstruct foreign luxury goods. Thai enterprises should create their own brands, in order to win domestic consumers and promote their brands abroad, said Krisda.

Petchanet Pratruangkrai

 The Nation