“With all the years of losses, why are you insisting on going forward?”
That's a question Injoon Song, the CEO of Chus.vn, hears often, especially now that Chus has celebrated its third anniversary. Many people wonder why he continues on this challenging path despite the company's numerous difficulties over the years. What keeps him going and prevents him from giving up?
The answer is simple: Passion. But behind that short answer lies a much longer story...
After navigating through the COVID-19 pandemic, Injoon decided to establish Chus following an inspiring trip. The beauty of Vietnam deeply touched his heart, compelling him to share it with a wider audience, both within Vietnam and internationally.
However, reality proved more challenging than Injoon had anticipated. Over the three years since its inception, Chus has faced numerous difficulties and obstacles.
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The first challenge that Chus faced was the underappreciation of the value of Vietnamese handicrafts. Although Vietnamese products have gained a better reputation than in the past, this reputation still falls short of their true potential.
Establishing a strong market presence is a daily struggle, as Vietnamese goods compete with mass-produced Chinese products sold at highly competitive prices. Additionally, even though imported goods come with high price tags, similar items can be found in Vietnam at more reasonable prices without compromising on quality.
This makes it even more challenging to promote the value of Vietnamese handicrafts.
These challenges also lead to a second difficulty for Chus: finding customers who understand and appreciate the value of Vietnamese handicrafts. Perhaps this customer base is still limited, or maybe Chus has not yet succeeded in effectively communicating the beauty and true value of high-quality Vietnamese products to a broader audience. Regardless of the issue, Chus continues to strive every day by seeking out and connecting Vietnamese artisans with consumers, while passionately conveying valuable messages about Vietnamese goods through its dedicated team.
All these factors have placed considerable pressure on the founder regarding operational costs, a question he frequently receives, as mentioned at the beginning of the article.
Each month, Chus' operational costs amount to hundreds of thousands of dollars. This financial burden is a significant challenge for Chus, especially since they know the journey ahead is still long. One major factor that has allowed Chus to persist on its path of connecting the finest Vietnamese goods is the additional income from the founder.
However, having sufficient capital is one thing; enduring such immense pressure for three years requires passion above all else.
Just how profound is Injoon's passion, anchoring the continuity of Chus?
This passion stems from Injoon’s visits to various regions of Vietnam during his work as a fertilizer expert. Traveling from the North to the South, from the Lao Cai border to the fertile Mekong Delta, Injoon was overwhelmed by the breathtaking beauty of Vietnamese crafts, products, and craftsmanship.
Diligent farmers produce the fragrant, wholesome agricultural products of Vietnam, offering the sweet and flavorful bounty of a tropical land. From the tiny yet pungent Lý Sơn garlic to the hand-roasted coffee beans of the sunny and windy Central Highlands, these all paint a vibrant and harmonious picture of Vietnamese specialties.
Alongside this image are the skilled artisans and craftsmen. They tirelessly create high-quality products, each infused with personal touch and unique value. Their talented hands do more than just produce items; they breathe life into every detail, transforming them into true works of art.
These wonderful aspects of Vietnam have driven Injoon to persist in bringing Chus.vn to even more people. Chus believes that the exquisite and heartfelt handmade products of Vietnam deserve to be known and appreciated by a wider audience.
Let's explore Vietnamese products on Chus.vn together, to fully experience the sophistication and uniqueness of Vietnamese craftsmanship.
Chus.vn - Connecting Quality Local Products
