{"id":22663,"date":"2025-04-30T12:14:03","date_gmt":"2025-04-30T05:14:03","guid":{"rendered":"https:\/\/dps.media\/chien-luoc-chot-don-dau-tien-cho-thuong-hieu-tui-vai-thu-cong\/"},"modified":"2025-04-30T12:14:07","modified_gmt":"2025-04-30T05:14:07","slug":"first-closing-deal-strategy-for-handmade-fabric-bag-brand","status":"publish","type":"post","link":"https:\/\/dps.media\/en\/first-closing-deal-strategy-for-handmade-fabric-bag-brand\/","title":{"rendered":"First order closing strategy for handmade fabric bag brand"},"content":{"rendered":"<?xml encoding=\"utf-8\" ?><p> How to close your first order for a handmade fabric bag brand \u2013 when you have no customers, no one knows your product, and your marketing budget is limited? This is the vital question that hundreds of SMEs in the handicraft industry have faced.<strong>Statistics from DPS.MEDIA show that 87% of handmade brands exit the market within the first 6 months if they cannot generate their first order.<\/strong><\/p><p><strong>Chi\u1ebfn l\u01b0\u1ee3c ch\u1ed1t \u0111\u01a1n \u0111\u1ea7u \u2064ti\u00ean kh\u00f4ng\u200c ch\u1ec9 l\u00e0 m\u1ed9t b\u01b0\u1edbc \u0111i, m\u00e0 l\u00e0 \u201cnh\u00e1t b\u00faa\u201d then ch\u1ed1t \u200c\u0111\u1eadp v\u00e0o b\u1ee9c t\u01b0\u1eddng v\u00f4 h\u00ecnh gi\u1eefa s\u1ea3n ph\u1ea9m v\u00e0 ng\u01b0\u1eddi mua.<\/strong> When no one knows your brand, no matter how beautiful the fabric bag is, it can't sell itself \u2013 you need a smart enough strategy to make the first person willing to open their wallet.<\/p><p>From experience implementing marketing strategies for over 200 new brands in Vietnam, DPS.MEDIA has found: <strong>The 3 factors that create a successful \u201cfirst order closing\u201d are \u2013 clear positioning, specific customer targeting, and purposeful outreach actions.<\/strong> If you haven't clearly defined: \u201cWho is the bag for? When is it used? What problem does it solve?\u201d \u2013 you're inviting customers to buy something they don't understand.<\/p><p><em>Identifying the first potential customer segment is the key.<\/em> Choose a small but most accessible group \u2013 for example, eco-friendly high school students or office workers pursuing a minimalist lifestyle \u2013 and customize your message, visuals, and policies for that group. <em>Creating the feeling of \u201cthis bag is made just for me\u201d is the fastest way to close an order.<\/em><\/p><p>Finally, the power lies in small but timely actions: <strong>take advantage of direct channels and personal trust.<\/strong> Start by messaging friends and close acquaintances directly \u2013 don't just \u201claunch a product\u201d but \u201cinvite them to help spread the green lifestyle\u201d. They can become your first customers or refer the next ones.<\/p><p><strong>Closing the first order is not just to generate revenue, but to build trust for both the seller and the market.<\/strong> A successful first order can lead to 10 subsequent orders \u2013 if you know how to analyze, optimize, and continue telling the right story of your brand.<br><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/04\/8_qguz.jpg\" alt=\"Discover the ideal customer profile for handmade fabric bag products\" title=\"\"><\/p><h2 id=\"kham-pha-chan-dung-khach-hang-ly-tuong-cho-san-pham-tui-vai-thu-cong\">Discover the ideal customer profile for handcrafted fabric bag products<\/h2><h3>Segment target customers by needs and shopping behavior<\/h3><p>Based on consumer behavior research of Gen Z and Millennials (according to McKinsey, 2023), DPS.MEDIA evaluates that the ideal customer group for handmade fabric bags is the group <strong>with a tendency to prefer a sustainable lifestyle<\/strong>, who love personalized products with unique aesthetic value.<\/p><p>Th\u00f4ng qua m\u00f4 h\u00ecnh STP (Segmentation \u2013 Targeting \u2013 Positioning), ch\u00fang t\u00f4i x\u00e1c \u0111\u1ecbnh\u200d 3 nh\u00f3m kh\u00e1ch h\u00e0ng\u2064 ti\u00eau bi\u1ec3u:<\/p><ul>\n<li><strong>Young people pursuing a \u201cgreen lifestyle\u201d:<\/strong> \u2062 Often work in creative industries, have average to above-average income, and care about the environment.<\/li>\n<li><strong>Female tourists:<\/strong> Prefer local handmade products as gifts with stories tied to local culture.<\/li>\n<li><strong>Handicraft \u2013 DIY enthusiasts:<\/strong> Seek natural, skin-friendly, and non-mass-produced products.<\/li>\n<\/ul><h3>The intersection of brand ideals and customer aspirations<\/h3><p>Ideal customers don\u2019t just buy for the product \u2013 they buy <strong>the feeling of self-expression<\/strong>.<\/p><p>The customer persona analysis strategy developed by DPS.MEDIA revolves around the concept of \u201cBrand-Person Fit\u201d \u2013 the degree of alignment between <strong>brand values<\/strong> and\u2062 <strong>personal value system<\/strong>.Refer to the table below to better understand how these factors connect:<\/p><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>Brand values<\/th>\n<th>Customer aspirations<\/th>\n<th>Intersection point<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Handmade \u2013 personalized<\/td>\n<td>Expressing unique aesthetic taste<\/td>\n<td>Fabric bags are a statement of individuality<\/td>\n<\/tr>\n<tr>\n<td>Environmentally friendly<\/td>\n<td>Living consciously and responsibly<\/td>\n<td>Making smart consumer choices<\/td>\n<\/tr>\n<tr>\n<td>Local cultural foundation<\/td>\n<td>Connecting with Vietnamese identity<\/td>\n<td>Evoking feelings of national pride<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>Case study: GreenBag \u2013 market positioning from the very first customer<\/h3><p>greenbag \u2013 a fabric bag brand accompanying DPS.MEDIA since 2021 \u2013 closed its first order just 2 weeks after launch with a strategy of <strong>storytelling tied to the ideal customer persona<\/strong>. Instead of talking about the product, they tell the story of a freelance girl who chooses a minimalist lifestyle, using a simple canvas bag as an \u201cinnate\u201d way to express who she is.<\/p><p>Thanks to a deep empathy with customers\u201c thoughts and aesthetics, GreenBag not only sells products but also creates a community of handmade bag lovers \u2013 the first source of energy driving an effective \u201dviral loop\u201d from circles of friends \u2013 sharing \u2013 passion.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/04\/_h1105.jpg\" alt=\"Crafting an attractive brand message from emotions and sustainable values\" title=\"\"><\/p><h2 id=\"tao-dung-thong-diep-thuong-hieu-thu-hut-tu-cam-xuc-va-gia-tri-ben-vung\">Crafting an appealing brand message from emotions and sustainable values<\/h2><h3>Emotional connection: The strategic weapon of handcrafted brands<\/h3><p>In the handicraft market, especially with <strong>fabric bag brands<\/strong>, the product is not just an item but also a story told through every stitch. According to a Harvard Business Review study (2015), <em>95% of purchasing decisions are based on emotions<\/em>. Therefore, brand messages need to be infused with humanity \u2013 such as preserving traditional crafts, the artisans\u2019 persistent creativity, or the aspiration to change the environment through the smallest actions.\n<\/p><p>From the perspective of DPS.MEDIA, an effective message is an emotional statement combined with a long-term value commitment. Imagine you\u2019re not selling bags, but delivering a belief: that each bag is \u201ca piece of a story friendly to the future\u201d.\n<\/p><h3>Sustainable values: not just a trend, but the brand's identity<\/h3><p>The new generation of consumers, especially Gen Z and Millennials, are increasingly sensitive to product transparency and social impact. A study from Nielsen shows that <strong>73% customers are willing to pay more for products that have a positive impact on the environment<\/strong>. This is the time for handmade fabric bag brands to embed sustainable values into the core of their messaging.\n<\/p><p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 g\u1ee3i \u200d\u00fd\u200d c\u00e1c g\u00f3c \u200ck\u1ec3 chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u gi\u00e0u c\u1ea3m x\u00fac & g\u1eafn li\u1ec1n v\u1edbi gi\u00e1 tr\u1ecb xanh:\n<\/p><ul>\n<li><strong>\u201cMom\u2019s bag\u201d<\/strong> \u2013 inspired by memories, each bag is a slice of culture.<\/li>\n<li><strong>\u201cI choose old fabric\u201d<\/strong> \u2013 a campaign telling the story of rebirth from surplus materials.<\/li>\n<li><strong>\u201cGoing with the planet\u201d<\/strong> \u2013 a commitment to reducing the carbon footprint in every process.<\/li>\n<\/ul><h3>Core communication value chart for fabric bag brand image<\/h3><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>Factors<\/th>\n<th>Suggested message<\/th>\n<th>Emotional goal<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Craftsmanship<\/td>\n<td><em>\u201cSewn by hands that carry a story\u201d<\/em><\/td>\n<td>Admiration \u2013 Appreciation<\/td>\n<\/tr>\n<tr>\n<td>Recycled materials<\/td>\n<td><em>\u201cFrom old fabric to a new journey\u201d<\/em><\/td>\n<td>Awareness \u2013 Connection<\/td>\n<\/tr>\n<tr>\n<td>Local community<\/td>\n<td><em>\u201cBags from village hands to city hands\u201d<\/em><\/td>\n<td>Closeness \u2013 Pride<\/td>\n<\/tr>\n<\/tbody>\n<\/table><p>At DPS.MEDIA, we always recommend that SMEs create messages that not only state what they do\u2014but also reflect what they believe in. A handcrafted brand looking to close its first sale successfully needs not only a good product, but also an authentic story that touches the hearts of consumers.\n<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/04\/00x500.jpg\" alt=\"Choosing the first sales channel suitable for your target customer segment\" title=\"\"><\/p><h2 id=\"lua-chon-kenh-ban-hang-dau-tien-phu-hop-voi-tep-khach-hang-muc-tieu\">Choose the first sales channel that fits your target customer segment<\/h2><h3>Understand customer shopping behavior to select effective channels<\/h3><p>At DPS.MEDIA, we notice that many handcrafted fabric bag brands struggle to choose their first sales channel\u2014not due to a lack of options, but because they don't fully understand the buying behavior of their target audience. According to the Consumer Trend Report 2023 by Decision Lab, <strong>Gen Z and Gen Y in Vietnam tend to buy handcrafted products through social networks or highly personalized channels<\/strong>. This is an important indicator to help brands avoid misdirected approaches.<\/p><p>Ch\u00eca kh\u00f3a \u1edf \u0111\u00e2y kh\u00f4ng ph\u1ea3i ch\u1ec9 l\u00e0 \u201ck\u00eanh b\u00e1n nhi\u1ec1u ng\u01b0\u1eddi d\u00f9ng\u201d, m\u00e0 l\u00e0 \u201ck\u00eanh n\u01a1i kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau th\u1ea5y \u0111\u01b0\u1ee3c b\u1ea3n th\u00e2n h\u1ecd\u201d. Tr\u01b0\u1edbc khi lao v\u00e0o vi\u1ec7c m\u1edf gian h\u00e0ng tr\u00ean m\u1ecdi n\u1ec1n t\u1ea3ng nh\u01b0 Shopee, TikTok hay\u200c instagram, h\u00e3y th\u1eed tr\u1ea3 l\u1eddi nh\u1eefng c\u00e2u h\u1ecfi\u2063 sau:<\/p><ul>\n<li><strong>Which platform does your ideal customer usually browse in the evening?<\/strong><\/li>\n<li><strong>Do they tend to buy based on recommendations from KOLs or peer reviews?<\/strong><\/li>\n<li><strong>Do they prefer personal inbox consultations, or do they want to look up information themselves?<\/strong><\/li>\n<\/ul><h3>TikTok Shop or Instagram? Analyze to choose the right one from the start<\/h3><p>For illustration, the DPS.MEDIA team once launched a campaign for a handcrafted tote bag brand in Hoi An, targeting women aged 18\u201326 living in major cities. Instead of running time-consuming multi-channel campaigns, the initial budget focused only on <strong>Instagram & TikTok Shop<\/strong>, leveraging short-form content with emotional imagery that reflects a slow-living culture\u2014the very lifestyle this customer group is pursuing.<\/p><p><strong>Result:<\/strong> After 2 weeks of launch, the campaign received 800 pre-orders without paid advertising, relying solely on UGC content and collaborations with micro-influencers.<\/p><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>Sales channel<\/th>\n<th>Main advantages<\/th>\n<th>Suitable for which segment?<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Instagram<\/strong><\/td>\n<td>Brand positioning\/ Lifestyle image<\/td>\n<td>Gen Z, aesthetic lovers, female audience<\/td>\n<\/tr>\n<tr>\n<td><strong>TikTok Shop<\/strong><\/td>\n<td>Quick sales closing\/ Short videos<\/td>\n<td>Emotional shoppers, lovers of unique items<\/td>\n<\/tr>\n<tr>\n<td><strong>Shopee<\/strong><\/td>\n<td>Price comparison\/ Review comparison<\/td>\n<td>Kh\u00e1ch h\u00e0ng \u201cs\u0103n deal\u201d & c\u00f3 xu h\u01b0\u1edbng mua \u200dc\u00f3 l\u00fd\u2064 tr\u00ed<\/td>\n<\/tr>\n<\/tbody>\n<\/table><p>From an academic perspective based on Kotler's (2022) research, <em>Price Sensitive segments<\/em> and <em>Design-Loving Niche<\/em> are two completely different branches \u2014 therefore, choosing the wrong sales channel can cause the brand to be mispositioned.<\/p><p><strong>DPS.MEDIA recommends:<\/strong> Start with a single channel, focus on optimizing content according to user behavior on that platform, observe feedback, and only then expand distribution channels. Don\u2019t spread yourself too thin early on \u2014 let product quality and brand inspiration lead the way.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/04\/35.jpg.jpg\" alt=\"Building a storytelling product photo set to enhance the shopping experience\" title=\"\"><\/p><h2 id=\"xay-dung-bo-anh-san-pham-mang-tinh-ke-chuyen-de-tang-trai-nghiem-mua-hang\">Build a storytelling product photo set to enhance the shopping experience<\/h2><h3>Place the product in real-life contexts<\/h3><p>Thay v\u00ec ch\u1ec9 ch\u1ee5p \u1ea3nh \u2062t\u00fai\u200c v\u1ea3i tr\u00ean n\u1ec1n tr\u1eafng nh\u00e0m ch\u00e1n, h\u00e3y k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n th\u1ecb gi\u00e1c. Theo nghi\u00ean c\u1ee9u t\u1eeb\u2062 Harvard Business Review, \u2062kh\u00e1ch h\u00e0ng d\u1ec5 k\u1ebft \u200cn\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u h\u01a1n khi h\u1ecd \u2062c\u1ea3m th\u1ea5y\u2062 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c \u201cs\u1ed1ng c\u00f9ng m\u00ecnh\u201d.\u1ede DPS.MEDIA, ch\u00fang t\u00f4i \u200dkhuy\u1ebfn ngh\u1ecb s\u1eed d\u1ee5ng <strong>familiar settings such as a morning coffee corner, a weekend market, or inspiring trips<\/strong> to make the photo set more lively and authentic.<\/p><p>V\u00ed d\u1ee5, th\u01b0\u01a1ng hi\u1ec7u \u201cAn Nhi\u00ean\u201d \u2013 m\u1ed9t local brand t\u00fai \u2063v\u1ea3i do nh\u00f3m b\u1ea1n \u200btr\u1ebb t\u1ea1i \u0110\u00e0 L\u1ea1t x\u00e2y d\u1ef1ng \u2013 \u0111\u00e3 t\u0103ng tr\u01b0\u1edfng 38% \u0111\u01a1n \u200dh\u00e0ng nh\u1edd b\u1ed9 \u1ea3nh s\u1ea3n ph\u1ea9m ra m\u1eaft \u0111\u01b0\u1ee3c\u2063 x\u00e2y \u2063d\u1ef1ng nh\u01b0\u2062 m\u1ed9t \u200bh\u00e0nh tr\u00ecnh cu\u1ed1i tu\u1ea7n: t\u1eeb vi\u1ec7c x\u1ebfp \u0111\u1ed3 v\u00e0o t\u00fai, b\u1eaft chuy\u1ebfn xe s\u1edbm, v\u00e0 t\u00ecm ra nh\u1eefng g\u00f3c nh\u1ecf trong r\u1eebng th\u00f4ng \u0111\u1ec3 th\u01b0 gi\u00e3n. M\u1ed7i khung h\u00ecnh l\u00e0 m\u1ed9t m\u1ea3nh gh\u00e9p c\u1ee7a c\u00e2u chuy\u1ec7n, khi\u1ebfn kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 mu\u1ed1n mua t\u00fai, m\u00e0 c\u00f2n mu\u1ed1n s\u1ed1ng l\u1ea1i c\u1ea3m x\u00fac \u0111\u00f3.<\/p><h3>Maintain emotional flow through a seamless photo series<\/h3><p>In research by the Parsons School of Design Communication (2022), a photo set with a coherent storytelling logic helps increase product image retention in customers\u2019 memory by up to <strong>70%<\/strong>. Below is a suggested storytelling structure according to the DPS.MEDIA model:<\/p><table class=\"wp-list-table widefat fixed striped\">\n<thead>\n<tr>\n<th>Photo stage<\/th>\n<th>Conveyed meaning<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Introduction \u2013 Introducing the main character<\/td>\n<td>Images of the bag owner preparing for the journey, creating an initial emotional connection<\/td>\n<\/tr>\n<tr>\n<td>Development \u2013 Real-life interaction<\/td>\n<td>The product is used in real-life settings: going on a picnic, working, shopping<\/td>\n<\/tr>\n<tr>\n<td>Climax \u2013 Emotional highlight<\/td>\n<td>Iconic frames expressing the spiritual value of the product<\/td>\n<\/tr>\n<tr>\n<td>Ending \u2013 The lingering aftertaste<\/td>\n<td>A feeling of relaxation, connection, and a desire to continue the experience<\/td>\n<\/tr>\n<\/tbody>\n<\/table><p><strong>No need for a large photography budget<\/strong>, just a strategic mindset in terms of visuals and storytelling, SMEs can absolutely own a photo set that creates a clear competitive difference.<\/p><h3>Create differentiation with the \u201clocal visual branding\u201d model\u201d<\/h3><p>Based on analysis from the book <em>\u201cHow \u200bBrands Grow\u201d<\/em> by Byron Sharp, uniqueness in brand imagery helps increase recognition and affection over time. For handmade fabric bag brands in Vietnam, DPS.MEDIA inspires the use of <strong>models and settings with regional identity<\/strong>, \u0111i k\u00e8m v\u1edbi ch\u1ea5t li\u1ec7u k\u1ec3 chuy\u1ec7n mang t\u00ednh \u201cb\u1ea3n \u0111\u1ecba h\u00f3a\u201d.<\/p><ul>\n<li>Photographing products with street food: mung bean sweet soup, banh mi, sugarcane juice<\/li>\n<li>Using models with the unique fashion style of Vietnamese Gen Z<\/li>\n<li>Recreating old street corners, Honda Cub motorbikes, or newsstands with nostalgic film colors<\/li>\n<\/ul><p>This is a strategy not just to \u201csell a bag\u201d, but to build an inspiring brand persona, helping customers feel like they are not just buying a product \u2013 but participating in a cultural story they want to belong to.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/04\/Bags-4.jpg\" alt=\"Initial pricing strategy to optimize profit and reach\" title=\"\"><\/p><h2 id=\"chien-luoc-dinh-gia-khoi-diem-de-toi-uu-loi-nhuan-va-muc-do-tiep-can\">Initial pricing strategy to optimize profit and reach<\/h2><h3>Emotional value and psychology of first-time buyers<\/h3><p>Khi ra m\u1eaft th\u01b0\u01a1ng hi\u1ec7u t\u00fai \u200cv\u1ea3i th\u1ee7 c\u00f4ng, m\u1ee9c \u200dgi\u00e1 kh\u1edfi \u0111i\u1ec3m kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 con s\u1ed1 \u2014 \u0111\u00f3 l\u00e0 c\u00e1ch b\u1ea1n truy\u1ec1n \u200ct\u1ea3i \u200cc\u00e2u chuy\u1ec7n,\u2063 ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 c\u00e1 t\u00ednh th\u01b0\u01a1ng hi\u1ec7u. \u200dtheo\u2062 l\u00fd thuy\u1ebft \u2063\u201dPerceived Value Pricing\u201d, ng\u01b0\u1eddi ti\u00eau d\u00f9ng\u2062 s\u1eb5n s\u00e0ng chi tr\u1ea3 nhi\u1ec1u h\u01a1n n\u1ebfu c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb v\u01b0\u1ee3t tr\u1ed9i, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong c\u00e1c s\u1ea3n ph\u1ea9m th\u1ee7 c\u00f4ng \u200c\u0111\u1ed9c b\u1ea3n.<\/p><p>\u0110\u1ec3 t\u1ed1i \u01b0u l\u1ee3i nhu\u1eadn\u2062 ngay t\u1eeb nh\u1eefng \u0111\u01a1n h\u00e0ng \u0111\u1ea7u ti\u00ean, DPS.MEDIA\u200c khuy\u1ebfn ngh\u1ecb n\u00ean \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c\u2063 gi\u00e1 t\u00e2m l\u00fd,v\u00ed d\u1ee5: ch\u1ecdn m\u1ee9c \u200bgi\u00e1 k\u1ebft \u2064th\u00fac b\u1eb1ng s\u1ed1 \u201c9\u201d (199K \u200dthay v\u00ec 200K),k\u1ebft h\u1ee3p \u0111\u1ecbnh gi\u00e1 cao cho phi\u00ean b\u1ea3n gi\u1edbi h\u1ea1n nh\u1eb1m\u2064 t\u1ea1o s\u1ef1 khan hi\u1ebfm. <\/p><ul>\n<li><strong>prices suitable for the target customer group:<\/strong> 150K-250K for basic models<\/li>\n<li><strong>Pricing based on product storytelling:<\/strong> The \u201cVietnamese Woven Thread\u201d bag can go up to 350K thanks to the story of local materials<\/li>\n<li><strong>Bundling with a mini collection:<\/strong> Combo price is lower than the total of individual items, stimulating spending<\/li>\n<\/ul><h3>Pricing adjustment chart according to strategic objectives<\/h3><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>Targets<\/th>\n<th>Pricing strategy<\/th>\n<th>Real example<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Reaching new customer segments<\/td>\n<td>Market penetration pricing<\/td>\n<td>Launching ecobasic fabric bags at 149K on e-commerce platforms<\/td>\n<\/tr>\n<tr>\n<td>Building a premium brand<\/td>\n<td>Premium pricing based on USP<\/td>\n<td>Hand-embroidered fabric bag \u201cNg\u00e0n Hoa\u201d priced at 390K when collaborating with local artisans<\/td>\n<\/tr>\n<tr>\n<td>Creating a customer funnel<\/td>\n<td>Loss-leader pricing<\/td>\n<td>30% off mini bag version in the first launch week to collect data<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>Case study: \u201cSapasun Fabric Bag\u201d \u2013 127% growth after 30 days<\/h3><p>A local handmade brand in Lao Cai has applied flexible pricing based on the consumption region. They sell at 199K in Hanoi, but only 169K for the Central market. After 30 days of testing with automated email marketing, order volume increased by 127% \u2013 of which 21% were returning customers after the first week.<\/p><p>Th\u00e0nh c\u00f4ng \u0111\u1ebfn t\u1eeb vi\u1ec7c hi\u1ec3u r\u00f5 ni\u1ec1m tin\u2064 ti\u00eau d\u00f9ng: kh\u00e1ch h\u00e0ng \u2064\u0111\u1ea7u\u2062 ti\u00ean kh\u00f4ng mua v\u00ec r\u1ebb, m\u00e0 mua v\u00ec th\u1ea5y \u0111\u01b0\u1ee3c s\u1ef1 g\u1ea7n g\u0169i v\u00e0 ch\u00e2n th\u00e0nh trong gi\u00e1 tr\u1ecb chi\u1ebfc\u2062 t\u00fai \u2013 \u0111i\u1ec1u m\u00e0\u2063 gi\u00e1 kh\u1edfi \u0111i\u1ec3m kh\u00f4ng n\u00ean l\u00e0m \u201cgi\u1ea3m \u2062gi\u00e1\u200d tr\u1ecb\u201d, m\u00e0 n\u00ean \u201ck\u1ec3 m\u1ed9t\u2063 c\u00e2u chuy\u1ec7n\u201d. Khi \u0111\u1ecbnh gi\u00e1 \u0111\u00fang,doanh\u2062 thu \u0111\u1ea7u ti\u00ean kh\u00f4ng ch\u1ec9 l\u00e0 ti\u1ec1n \u2013 m\u00e0 l\u00e0 t\u00edn hi\u1ec7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng r\u1eb1ng b\u1ea1n \u0111ang \u2062\u0111i \u0111\u00fang\u2062 \u0111\u01b0\u1eddng.<br><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/04\/Y1000_.jpg\" alt=\"Launching a media campaign to create momentum for the first orders\" title=\"\"><\/p><h2 id=\"kich-hoat-chien-dich-truyen-thong-ra-mat-tao-cu-hich-don-hang-dau-tien\">Activate a launch communication campaign to boost the first orders<\/h2><h3>Choose the right channel, set the right emotion \u2013 the foundation for your first order<\/h3><p>At DPS.MEDIA, <a href=\"https:\/\/dps.media\/en\/\" rel=\"nofollow\">we realize that success in the launch phase of a handmade fabric bag brand does not come from massive coverage<\/a>, but lies in connecting the right emotions with the right customer group on the right channel. According to Nielsen (2023), 76% of Gen Z and Millennial consumers prioritize brands with unique stories and community messages.<\/p><p>We implemented an integrated media campaign across multiple platforms, focusing on showcasing <strong>craftsmanship value, sustainability, and personal identity<\/strong> of the brand through visual imagery, storytelling, and UGC (user-generated content). Some key touchpoints:<\/p><ul>\n<li><strong>Instagram Reels<\/strong>: sharing the handmade bag making journey using only a phone \u2013 authentic, relatable.<\/li>\n<li><strong>Facebook Group<\/strong>: test feedback through free sample bag giveaway form, leveraging the \u201csocial proof\u201d effect.<\/li>\n<li><strong>Landing Page<\/strong>: convey brand concept and attract email list with limited-time offers.<\/li>\n<\/ul><h3>Create momentum with a streamlined and effective pre-order strategy<\/h3><p>Theo m\u00f4 h\u00ecnh \u201cLean Launch\u201d \u2062trong cu\u1ed1n <em>Launch<\/em> by Jeff Walker, an effective launch campaign does not require a finished product but needs real feedback from the market. For a client who is a handmade fabric bag brand called \u201cM\u00e2y M\u1ed9c\u201d, DPS.MEDIA proposed a <strong>limited-time pre-order<\/strong> model as follows:<\/p><table class=\"wp-list-table widefat fixed striped\">\n<thead>\n<tr>\n<th>stage<\/th>\n<th>Actions<\/th>\n<th>Targets<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>7 days before launch<\/td>\n<td>Tease the product via email + \u201cearly bird\u201d offer\u201d<\/td>\n<td>Collect data and create FOMO<\/td>\n<\/tr>\n<tr>\n<td>Launch day<\/td>\n<td>Livestream \u201cunboxing\u201d of the first sample<\/td>\n<td>G\u00e2y \u200chi\u1ec7u \u200d\u1ee9ng c\u00f4ng \u200dkhai\u2062 \u2013 t\u0103ng\u200d chuy\u1ec3n \u200b\u0111\u1ed5i<\/td>\n<\/tr>\n<tr>\n<td>5 days later<\/td>\n<td>Send first feedback from customers who ordered<\/td>\n<td>Increase credibility for the young brand<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>Leverage data to make decisions and optimize campaigns<\/h3><p>We apply analytics tools such as Meta Pixel, Google Analytics 4, and heatmap software to better understand visitor behavior. Based on real-time data, the team quickly adjusts content, CTA structure, and optimizes ad costs.<\/p><p><strong>Case study<\/strong>: In the campaign for \u201cM\u00e2y M\u1ed9c\u201d, we discovered that customers clicked most on the description of the material \u201clinen recycled from surplus fabric in the textile industry\u201d. From there, the ad content was refined to emphasize the story <strong>\u201cturning surplus fabric into unique fashion bags\u201d<\/strong> \u2013 helped increase CTR from 2.1% to 4.8% within 4 days.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/04\/5_26jp.jpg\" alt=\"Collecting initial customer feedback and adjusting the next implementation direction\" title=\"\"><\/p><h2 id=\"thu-thap-phan-hoi-khach-hang-ban-dau-va-chinh-sua-huong-trien-khai-tiep-theo\">Collect initial customer feedback and adjust the next implementation direction<\/h2><h3>Build a unified feedback system right from the first order<\/h3><p>Immediately after launching the first trial campaign for the handmade fabric bag brand, DPS.MEDIA encouraged customers to provide feedback through multiple channels: inbox on the fanpage, Google Forms integrated in thank-you emails, and quick surveys in the product box. This proactive qualitative data collection helps us <strong>capture real user experiences with the product and brand<\/strong>, thereby avoiding the \u201cbeautiful product but no sales\u201d loop.<\/p><p>M\u1ed9t \u2064insight quan tr\u1ecdng\u2064 r\u00fat ra \u2063t\u1eeb ph\u00e2n t\u00edch ph\u1ea3n\u200d h\u1ed3i l\u00e0: kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 cao \u2063c\u1ea3m gi\u00e1c \u201cg\u1ea7n g\u0169i, \u200bth\u1ee7 c\u00f4ng\u201d, nh\u01b0ng nhi\u1ec1u ng\u01b0\u1eddi v\u1eabn ho\u00e0i nghi v\u1ec1 \u0111\u1ed9 b\u1ec1n v\u00e0 kh\u1ea3 n\u0103ng ch\u1ed1ng n\u01b0\u1edbc.\u0110\u00e2y l\u00e0 t\u00edn hi\u1ec7u\u2063 r\u00f5 r\u00e0ng \u200b\u0111\u1ec3 <strong>reposition communication content<\/strong>, <a href=\"https:\/\/xuatnhapcanh.gov.vn\/vi\/tin-tuc\/h%C6%B0%E1%BB%9Bng-d%E1%BA%ABn-kh%C3%B4i-ph%E1%BB%A5c-gi%C3%A1-tr%E1%BB%8B-s%E1%BB%AD-d%E1%BB%A5ng-c%E1%BB%A7a-h%E1%BB%99-chi%E1%BA%BFu-ph%E1%BB%95-th%C3%B4ng\" title=\"Guide to restoring the utility value of ordinary passports | Department ...\" rel=\"nofollow noopener\" target=\"_blank\">focus on practical usage value and eco-friendly fabric processing \u2013 factors that are trending in post-pandemic consumer behavior<\/a>.<\/p><h3>Adjust deployment strategy based on potential customer segments<\/h3><p>Based on over 1,000 initial responses from digital channels, we categorized feedback groups into 3 common customer archetypes:<\/p><table class=\"wp-list-table widefat striped\">\n<thead>\n<tr>\n<th>Segmentation<\/th>\n<th>Main insight<\/th>\n<th>Purchase behavior<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Minimalist lifestyle<\/td>\n<td>Prefer compact, sustainable, non-flashy products<\/td>\n<td>Purchase after seeing the ad 2-3 times<\/td>\n<\/tr>\n<tr>\n<td>Domestic tourists<\/td>\n<td>Looking for lightweight, foldable bags that hold a lot<\/td>\n<td>Respond well to real-life review videos<\/td>\n<\/tr>\n<tr>\n<td>Office women<\/td>\n<td>Prefer reasonable prices, just enough fashion sense<\/td>\n<td>Easily persuaded by UGC and genuine feedback<\/td>\n<\/tr>\n<\/tbody>\n<\/table><p>From there, the digital content strategy was customized for each segment, while the CTA in FB\/IG ads was adjusted based on the emotional triggers of each group. The DPS.MEDIA team also applied the SERVQUAL survey model to evaluate expectations versus reality in after-sales service, helping to optimize the customer return rate right from the pre-launch stage.<\/p><ul>\n<li><strong>Actual feedback not only measures satisfaction, but also serves as a map of the potential customer's journey.<\/strong><\/li>\n<li><strong>Product creativity alone is not enough; you must also be creative in how you listen to first-time buyers speak up.<\/strong><\/li>\n<\/ul><h2 id=\"outro\">Shared by DPS.MEDIA<\/h2><p>When starting the journey of building a handmade fabric bag brand, the first order-closing strategy is the decisive stepping stone. From understanding the target customer profile, shaping suitable content for each communication channel, to maximizing the power of social networks and influencers\u2014every step requires perseverance and flexible adjustment. More importantly, the brand needs to create a strong enough reason for customers to take action from their very first interaction.<\/p><p>From the perspective of DPS.MEDIA, building a strategy is not simply about mechanically applying a formula, but a process of experimentation, measurement, and continuous optimization. For SMEs, especially in the handmade product sector, brand storytelling and personal connection are major advantages not to be overlooked. Take advantage of the beauty of craftsmanship as a differentiating factor to elevate product value, rather than seeing it as just another item.<\/p><p>Additionally, to prepare for sustainable growth, businesses can start learning more about sales funnel strategies, leveraging content marketing, or even applying AI in customer care automation. Every new step will help the brand not only be sustainable but also competitive in an increasingly digitalized market.<\/p><p>Where are you on your journey of building a handmade fabric bag brand? Share your thoughts or experiences in the comments below. DPS.MEDIA looks forward to exchanging, connecting, and exploring new directions for Vietnamese brands with you. <\/p>\n<style>\r\n.lwrp.link-whisper-related-posts{\r\n            \r\n            margin-top: 40px;\nmargin-bottom: 30px;\r\n        }\r\n        .lwrp .lwrp-title{\r\n            \r\n            \r\n        }.lwrp .lwrp-description{\r\n            \r\n            \r\n\r\n        }\r\n        .lwrp .lwrp-list-container{\r\n        }\r\n        .lwrp .lwrp-list-multi-container{\r\n            display: flex;\r\n        }\r\n        .lwrp .lwrp-list-double{\r\n            width: 48%;\r\n        }\r\n        .lwrp .lwrp-list-triple{\r\n            width: 32%;\r\n        }\r\n        .lwrp .lwrp-list-row-container{\r\n            display: flex;\r\n            justify-content: space-between;\r\n        }\r\n        .lwrp .lwrp-list-row-container .lwrp-list-item{\r\n            width: calc(33% - 20px);\r\n        }\r\n        .lwrp 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This is the critical question that hundreds of SMEs in the handmade industry have faced. Th\u1ed1ng [\u2026]<\/p>","protected":false},"author":1,"featured_media":22664,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,1187],"tags":[339,340,341],"class_list":["post-22663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","category-xay-dung-thuong-hieu","tag-ban-hang-online","tag-chien-luoc-ban-hang","tag-thuong-hieu-ca-nhan"],"acf":[],"rankmath_keywords":{"primary":"","secondary":[""]},"yoast_keywords":{"primary":"","secondary":[]},"yoast_focuskw":"","rankmath_focuskw":"","seo_keywords":{"primary":"","secondary":[""]},"_links":{"self":[{"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/posts\/22663","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/comments?post=22663"}],"version-history":[{"count":0,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/posts\/22663\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/media\/22664"}],"wp:attachment":[{"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/media?parent=22663"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/categories?post=22663"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/tags?post=22663"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}