Developing a distribution system of "Quintessence of Vietnamese Goods" aims to facilitate the delivery of essential services, goods, and Vietnamese goods with strengths and global quality (exportable to demanding markets such as Japan, EU, USA, etc.) to domestic consumers.

Implementing the direction of the Prime Minister in Directive No. 24/CT-TTg dated September 17, 2012 on strengthening the implementation of the Campaign "Vietnamese people prioritize using Vietnamese goods" (Campaign), the Ministry of Industry and Trade has advised and submitted to the Prime Minister for promulgation of Decision No. 634/QD-TTg dated April 29, 2014 approving the Project "Developing the domestic market associated with the Campaign for the period 2014-2020 (Project 634). This is one of the important solutions to develop the domestic market in the period 2014-2020.

After 6 years of implementation, Project 634 has basically completed the general goal of "developing the domestic market associated with the campaign to contribute to promoting production, business, and consumption of Vietnamese goods through focusing resources to promote a group of market development activities called Proud of Vietnamese Goods."

Implementing the Project on Developing the Domestic Market in conjunction with the Campaign “Vietnamese people prioritize using Vietnamese goods” in the new period, the period 2021-2025, on March 17, 2021, the Ministry of Industry and Trade advised and submitted to the Prime Minister for promulgation Decision No. 386/QD-TTg approving the Project on Developing the Domestic Market in conjunction with the Campaign “Vietnamese people prioritize using Vietnamese goods” in the period 2021-2025 (Project 386), accordingly assigning the Ministry of Industry and Trade to preside over and coordinate with relevant ministries and branches to implement programs to support the development of the domestic market in conjunction with the Campaign according to the contents of Project 386.

The objective of Project 386 is to develop the domestic market to contribute to promoting the production, business, and consumption of Vietnamese goods through focusing resources on promoting market development activities with the names “Proud of Vietnamese goods” and “Quintessence of Vietnamese Goods", and at the same time integrate into the annual Action Program of ministries, branches, localities, and units on socio-economic development to create a strong resonance effect nationwide.

Project 386 also proposes 4 main groups of solutions and development policies, including: helping to change the community's awareness and behavior towards Vietnamese goods; supporting the development of a fixed and sustainable distribution system for Vietnamese goods; enhancing the competitiveness of enterprises, cooperatives, and business households in the field of distributing Vietnamese goods; improving the effectiveness of market inspection and control; and consumer protection.

In addition to the task groups with the content of "Proud of Vietnamese goods", the new point of the Project is to focus on implementing the content of communication, connecting supply and demand, building a distribution system called " Quintessence of Vietnamese Goods " to facilitate bringing essential services, goods and Vietnamese goods with strengths, achieving global quality (exported to demanding markets such as Japan, EU, USA...) to domestic consumers in order to achieve the goal of maintaining the market share of Vietnamese goods with strengths at a rate of over 85% in modern distribution channels (shopping malls, supermarkets, convenience stores, mini supermarkets, e-commerce...) and over 80% of traditional distribution channels (markets, grocery stores,...); maintaining retail revenue of the domestic economic sector accounting for 85% of total retail sales of domestic goods.

According to Vietnam Ministry of Industry and Trade