3 Weeks – 7 Interested Customers: Lessons from Introducing Indian Lace into Vietnam

Case Study: Indian Lace Manufacturer Testing Demand in Vietnam

Context
An Indian lace manufacturer sought to validate market demand in Vietnam.
Goal: At least 5 qualified leads (SQLs) within 3–4 weeks.

Strategy

• Segmentation: Lingerie and women’s fashion factories in Ho Chi Minh City & Hanoi (C1).

• Messaging: Highlighted consistent color/shrinkage stability, flexible MOQ for trial batches.

• Channels: Technical email → confirmation call → Zalo with swatch photos/videos → demo scheduling.

Execution

• Database: 150 verified contacts (roles: procurement, technical, factory owners).

• Outreach Script: 3 short-paragraph email with 3 macro lace photos, clearly stating lead time, trial MOQ, and payment terms.

• Response Window: Noted that many Vietnamese companies reply faster via Zalo/phone within 24 hours.

Results & Metrics

• Email open rate: ~48%

• Response rate: ~18%

• 7 prospects requested samples/quotations

• 2 trial orders (small MOQ) by week 3

Key Lessons

• Flexible trial MOQ is critical. Many factories want to “feel” the material before discussing formal contracts.

• Clear media assets (macro photos, 10–15s short videos) save time compared to in-person meetings.

• Zalo as a bridge: After email, conversions improved significantly with instant interaction and rapid Q&A.

Conclusion
For products that require tactile validation, combine samples with media assets and a fast response process. A 3–4 week campaign is sufficient to validate demand before committing to larger investments.