Biti’s Hunter
Analysis
Presented by: Do Hoang Yen
Student ID: 24007211
CB-T125WSU-2
01.
INTRODUCTION
A BRIEF
HISTORY OF
BITI’S
Mr. Vưu Khải Thành -
Biti’s, founded in 1982 by Mr. Vưu Khải Thành, started as a Founder of Biti’s
small footwear operation and has grown into Vietnam’s leading
footwear brand.
Biti’s has a strong domestic and global presence, with 7 branch
centers, 1,500+ distributors, exports to 40+ countries, and
partnerships with brands like Decathlon and Skechers.
In 2016, Biti’s made a successful transformation whent it
launched a sneaker product line called Biti’s Hunter to
compete with global brands at that time.
KEY PRODUCTS
Some of the main products that Biti’s produces include:
Hunter
Sandal
Sports Shoes
Running Shoes
Soccer Shoes
Western Shoes
Biti’s Hunter
Slippers
The modern sneaker line, known for its
lightweight materials, trendy designs, and
comfort, competes with international
brands in the sports and lifestyle footwear
segment.
TARGET MARKET
GEORAPHIC PSYCHOLOGICAL
Lifestyle: Enthusiastic, passionate about traveling,
In Vietnam, Biti’s do not limit themeselves in people with youthful enthusiasm, ready to welcome the
new wind of the times with opportunities and
any part of the countries, their targeting
challenges.
places are urban, semi-urban and even rural
Attitudes: Always want to assert themeselves, have
because the products of Biti’s mainly to their own personality and be different in defining their
serve Vietnamese according to their mission personal style
and slogan Values: people who values a modern, trendy, and
youthful fashion sense that can be unique
DEMONGARPHIC BEHAVIORAL
Age: Biti’s Hunter primarily targets Vietnamese Benefit sought: Consumers looking for stylish, trendy, and
urban youngsters aged 17 to 25, particularly Gen Z streetwear-inspired sneakers, and customers prioritize comfort,
durability, and versatility in sneakers.
and Millennials.
Brand Loyalty: Customers who regularly buy Biti’s Hunter and
Gender: Biti’s serves both men and women engage with brand campaigns & social media. They prefer brands
Income: Under 10 million VND/ month with strong cultural connections & community values.
Usage Occasion: Buyers who use Biti’s Hunter for everyday
Education level: focusing on the primary to tertiary
activities, school, work, and walking. Consumers who use sneakers
education group, office workers. for running, gym workouts, or outdoor activities.
02.
EXTERNAL
INFLUENCES
EXTERNAL INFLUENCES CULTURE VALUE - OTHER-ORIENTED VALUES
Biti’s Hunter embraces Vietnam’s collectivist culture by collaborating with
local celebrities such as Soobin Hoang Son in Mv “Đi để trở về ” to create a
sense of belonging.
The "Đi Để Trở Về " campaign reflects other-oriented values, reinforcing
emotional connections by emphasizing exploration and the importance of
returning to family and community.
EXTERNAL INFLUENCES CULTURE VALUE - ENVIRONMENT VALUES
“Biti’s Hunter Green Journey”
The Biti’s Hunter Street "Use-What-Is-Left" Collection
promotes sustainability by using 60% leftover
materials and recycled rubber soles, reducing waste.
Each purchase contributes 50,000 VND to the Green
Biti’s Fund, supporting research in eco-friendly
“One small step towards
production.
a sustainable future”
This initiative aligns with environment-oriented values,
focusing on eco-friendly materials, circular economy
principles, and consumer participation in sustainability
efforts.
EXTERNAL INFLUENCES CULTURE VALUE - SELF -ORIENTED VALUES
Biti’s Hunter collaborated with Tinder for the "Solemates" campaign, matching individuals with
sneakers that reflected their personalities.
The campaign emphasized self-expression and individuality, reinforcing that sneakers are an
extension of personal identity.
EXTERNAL INFLUENCES GROUP INFLUENCE - INFORMATION INFLUNCE
During the COVID-19 pandemic, Biti's Hunter launched the "Canvas of Pride"
campaign, an extension of their "Proudly Made in Vietnam" initiative, to celebrate
Vietnamese resilience and creativity.
By featuring designs that depicted real stories of Vietnam's fight against COVID-19,
Biti's Hunter informed consumers about the nation's collective efforts and
resilience.
EXTERNAL INFLUENCES GROUP INFLUENCE - NORMATIVE INFLUNCE
Biti’s Hunter’s "Bước Về Phía Mặt Trời" campaign with H’Hen Niê successfully used
normative influence to reshape social norms and create a sense of belonging for
women in Vietnam.
The campaign fosters a sense of unity among women by highlighting that the journey
to self-empowerment is a collective experience. As more individuals adopt these new
norms, wearing Biti’s Hunter becomes a symbol of being part of a progressive,
empowered community.
EXTERNAL INFLUENCES GROUP INFLUENCE - IDENTIFICATION INFLUNCE
Biti’s Hunter successfully leveraged identification influence by associating its brand with Sơn
Tùng M-TP, Vietnam’s top trendsetter.
The "Lạc Trôi" Effect (2017) – Fans rushed to buy Biti’s Hunter sneakers after seeing him wear
them in the MV, causing a sell-out phenomenon.
Limited-Edition Collaboration (2018) – The Biti’s Hunter x Sơn Tùng M-TP sneaker release
strengthened fans’ emotional connection to the brand.
Biti’s Hunter “Nameless” Edition in Son Tung M-TP’s MV Biti’s Hunter Feast in Son Tung M-TP’s MV “Lac troi”
“Hay trao cho anh”
03.
INTERNAL
INFLUENCES
INTERNAL INFLUENCES MOTIVATION
Biti’s Hunter fulfills consumers' social
and esteem needs by partnering with
renowned artists to produce music video
campaigns that emphasize family values,
fostering a sense of belonging while
shaping fashion trends and enhancing
social status.
Biti's Hunter promotes self-actualization,
Biti’s Hunter meets the basic needs of personal growth, and national pride through
customers with products manufactured campaigns like "Bước Về Phía Mặt Trời" and
with modern materials and technology "Proudly Made in Vietnam," inspiring
to ensure comfort and safety for customers to pursue their dreams.
customers when using it every day.
INTERNAL INFLUENCES
ATTITUDE
Cognitive Component:
Biti's Hunter, once perceived as cheap and inferior to Nike and Adidas, has transformed with the "Proudly Made in
Vietnam" campaign and celebrity collaborations, becoming a trendy, high-quality brand and a competitive
alternative. Consumers now see Biti’s Hunter as a competitive sneaker brand rather than just a budget option.
Affective Component:
Previously, Biti’s lacked emotional appeal—consumers purchased it out of necessity rather than genuine interest.
However, Biti’s Hunter has effectively fostered brand love and loyalty by tapping into emotions and personal
identity through campaigns like “Đi Để Trở Về ” (Go to Return) and “Bước Về Phía Mặt Trời” (Step Towards the Sun).
As a result, young consumers now view Biti’s Hunter not just as a sneaker brand but as a representation of their
cultural identity.
Behavioral Componet:
In the past, Nike and Adidas were the preferred brands for fashion-forward consumers, while Biti’s was mainly
chosen for practicality rather than style. However, Biti’s Hunter has transformed consumer behavior through
exclusive releases, influencer collaborations, and strong social media presence, generating FOMO and boosting
brand appeal. Today, young Vietnamese actively opt for Biti’s Hunter, valuing it for both fashion and affordability,
positioning it as a strong competitor in Vietnam’s sneaker market.
04.
RECOMMENDATION
ENHANCE CUSTOMER SERVICE & AFTER-SALES EXPERIENCE
Identified Weakness: Recommendation:
Customer service and after- Implement a loyalty program with exclusive perks for
sales policies are not as strong repeat customers.
as international brands. Offer extended warranty and easy return policies to
Limited warranty & return build trust in product durability.
policies, which may reduce Introduce AI-powered chatbots and customer service
consumer confidence in platforms for 24/7 support, enhancing customer
product quality. engagement.
Justification
According to Salesforce, 86% of shoppers are willing to pay a premium for
great customer service.
A survey by Salesforce found that 63% of service professionals think
generative AI will help them serve customers faster.
STRENGTHEN DIGITAL MARKETING & SOCIAL MEDIA PRESENCE
Identified Weakness: Recommendation:
Biti’s Hunter’s promotional Launch viral digital campaigns with interactive
reach is limited, and its challenges on TikTok & Instagram to boost
social media engagement engagement.
needs stronger strategies to Work with global sneaker influencers & content
compete with local and creators to increase visibility in Vietnam &
global brands. international markets.
Justification
A 2025 Hootsuite report states that brands using short-form video content
(e.g., TikTok) see a 49% increase in engagement
Thank you !
Biti’s Hunter
Name: Do Hoang Yen
Student ID: 24007211
Class: CB-T125WSU-2
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