A vibrant market with rising violations

Since mid-November, the shopping scene in Hai Phong has entered its busiest phase, marked by large-scale discount programs across shopping malls, supermarkets and e-commerce platforms. However, along with this surge in consumer activity, a series of concerning trends have emerged, including inflated prices before promotional periods, misleading discount schemes, poor-quality goods mixed into legitimate supply chains and particularly, growing forms of commercial fraud online.

Some consumers have reported situations where sellers raised prices shortly before major discounts, making the actual reductions far lower than advertised. Household appliances, electronics and fashion products are among the most affected categories. Even more troubling is the increasing proliferation of counterfeit and imitation products on social media, taking advantage of consumer appetite for bargain prices to deceive buyers and deliver products that fail to meet advertised standards.

These developments emphasize the urgent need for strengthened inspection and enforcement measures to protect the lawful interests of consumers as well as legitimate businesses.

To proactively control the market during the high-demand year-end period of 2025, the Hai Phong People’s Committee has issued Plan No. 293 focusing on combating smuggling, counterfeit goods, commercial fraud and violations of intellectual property rights.

Under this plan, enforcement agencies will prioritize inspections at border gates, seaports and border areas to prevent smuggled goods; at wholesale markets, shopping centers and supermarkets where large promotional activities commonly take place; and across e-commerce platforms and social networks, with heightened monitoring of high-demand product groups such as electronics, household goods, fashion items, cosmetics, alcohol and next-generation tobacco products.

The Hai Phong Customs Region III has also been tasked with tightening control of import - export activities to prevent false declarations of origin used to evade taxes or introduce low-quality products into the domestic market.

The plan further requires strict penalties for violations including price manipulation, hoarding to disrupt market balance, exploiting promotions to sell substandard products, counterfeiting trademarks, falsifying product origin, deceptive advertising, product substitution and delivering items inconsistent with descriptions.

Strengthening the role of market surveillance authorities

Under the direction of the city, the Hai Phong Department of Industry and Trade serving as the Standing Board of Steering Committee 389 Hai Phong is responsible for coordinating enforcement and inspection efforts across the system.

Le Ngoc Lan, Deputy Director of the Department, stated: “The year-end shopping season is a period when commercial fraud tends to increase. Market surveillance forces will strengthen patrols and monitoring, especially online. We are determined to strictly handle individuals and organizations in violation, in order to protect legitimate businesses and ensure consumer rights.”

He emphasized that market surveillance forces have been assigned to conduct unexpected inspections at major promotional sites, cooperate with e-commerce platforms to identify and review sellers displaying suspicious behaviors, work with city police to dismantle smuggling and large-scale fraud networks, and enhance public communication to help consumers recognize counterfeit and poor-quality goods.

In addition to the efforts of regulatory agencies, consumers are advised to make informed purchasing decisions: compare prices before and during promotional campaigns to avoid misleading “deep discounts,” shop only from reputable stores, well-established brands or trusted e-commerce platforms; remain cautious of unusually large promotions advertised on social media or by unverified accounts; and retain invoices and proof of purchase for potential complaints.

Safe and mindful shopping not only protects individual consumers but also contributes to a fair business environment and helps stabilize the market during the year-end shopping period.

E-commerce revenue in Hai Phong currently accounts for 16 - 18% of total retail sales, higher than the national average of 12%, with an average annual growth rate of 23 - 25%. Notably, Hai Phong ranked fifth nationwide in the 2025 e-commerce index, reflecting strong consumer demand on online shopping platforms.