"Vietnamese Slipper Tycoon": Livestream with Hoa Minzy to "close a big deal", tired of Jack

From a young brand in the footwear industry, Nesty quickly became a familiar name to Vietnamese consumers thanks to its smart marketing strategy, taking advantage of the influence of many famous artists.

From Hoa Minzy, Ngoc Trinh to livestream sessions with millions of views, Nesty has gradually made its mark in the affordable fashion market. But few people know that behind this impressive development is businessman Ta Van Thanh - a veteran in the industrial sector.

Businessman Ta Van Thanh – The quiet but strategic chairman

Mr. Ta Van Thanh is currently the Chairman of the Board of Directors and General Director of Thai Duong Industrial Paint Company Limited. According to data from the National Business Registration Portal, he is also the legal representative of TNT Vietnam Shoes Company Limited and Thai Duong Industrial Paint Company Limited - TaiYang Shoes Branch. TaiYang Shoes Branch is the place that produces Nesty branded footwear products that are "making waves" on social networks.

Launched in late 2020, Nesty was established in the context of the Vietnamese fashion market witnessing a strong shift from traditional product lines to new, environmentally friendly and trendy brands. According to the company, Nesty emphasizes sustainability in the product manufacturing process, choosing high-quality materials and designing products in the direction of applied fashion. This is a key strategy to create a difference in the highly competitive footwear market.

The leap from small factory to enterprise exporting millions of products per year

Initially, TaiYang Shoes operated with a modest factory scale on N5 Street, Nam Tan Uyen Industrial Park Expansion, Tan Uyen City, Binh Duong Province. After only 5 years, this place has become a modern factory of more than 40,000 m², creating jobs for about 3,000 workers and capable of producing more than 5 million pairs of shoes per year.

Not only serving the domestic market, Nesty has expanded its influence to the international market. The company has signed export contracts to the US, Italy, Spain and some European countries. At the same time, the enterprise has also become a processing unit for many major foreign footwear brands, affirming its capacity and quality control to meet international standards.

It is known that each pair of Nesty slippers undergoes a strict quality control process, complying with EU standards. From the selection of raw materials, design to packaging, every stage is closed to optimize costs and ensure output quality. Thanks to that, this brand has received many awards, most notably the title "Top 10 Outstanding Brands - National Quality in 2024".

Continuously expanding and moving towards internationalization

In addition to promoting its marketing strategy, Mr. Ta Van Thanh's company is also taking concrete steps to expand its scale and enhance its brand. According to the plan, the TaiYang Shoe factory will double its productivity within the next 3 years, while also launching additional fashion product lines such as backpacks, sandal and shoe accessories to exploit the young customer market.

The brand is also in the process of perfecting its own e-commerce platform, integrating personalized experiences to improve online sales efficiency - a segment that accounted for more than 60% of Nesty's revenue in the past year.

From industrial paint to footwear: The journey of the "Vietnamese footwear tycoon"

Few people know that before building a footwear brand, Mr. Ta Van Thanh was one of the pioneers in the field of industrial paint in Vietnam. TIP and TaiYang Paints - two brands founded by his company - have won major awards such as "Integrated Economic Development Brand 2016", Top 10 Asia - Pacific Brands 2024.

Although working in two seemingly unrelated fields – industrial paint and consumer footwear – Mr. Thanh believes that the common point is: "We must provide quality products and services that exceed customers' expectations." This is also the consistent philosophy that helps him turn a small factory into a business with millions of products each year, exporting to many developed countries.

Leveraging the Power of KOLs and Livestreaming: The Problem of Timely Communication

Nesty's success cannot be attributed to its smart communication strategy - where social networks become the main "weapo.n". This business has cleverly utilized the images of famous artists such as Hoa Minzy and Ngoc Trinh in livestream sessions introducing products. These broadcasts attract hundreds of thousands to millions of views, with the number of orders "closed" right on the air, surprising many people.

A notable point is that Chairman Ta Van Thanh also does not hesitate to appear in short videos, livestream clips or vlogs to share about products, operations as well as business philosophy. His friendly and humorous approach receives a lot of sympathy from the online community, creating a natural communication effect.

Accompanying Mr. Thanh in the communication campaigns is also the Sales Director of Nesty brand - Mr. Nguyen Dai Hai. This face appears regularly in marketing campaigns, product introduction events and livestreams with celebrities, acting as an internal "brand ambassador".

Controversial move: partnering with Jack to "storm" the media

However, not all marketing strategies are supported. Recently, Nesty caused controversy in the online community when it collaborated with male singer Jack - who has been involved in many scandals related to his personal life. Inviting Jack to be the representative face of a popular product like slippers made many consumers feel confused.

Some viewers believe that the male singer’s image is not consistent with the values that the brand is building, especially with young customers and families – a group that is sensitive to factors such as role models and public morality. On many forums, many comments oppose this campaign, saying that Nesty is “following the trend” while ignoring the core values.

However, there are also opposing opinions, saying that this is a bold but effective move in terms of communication. "Causing controversy will make it go viral," commented a social media user. In fact, after the collaboration campaign with Jack, the keyword "Nesty slippers" immediately appeared on top of search results, and traffic to the brand's website and TikTok platform increased dramatically within a few days.

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