Prepare While the Sun Is Shining: Staying Calm Through Supply Chain Disruption

In the days before Tet, the market has been unsettled. News reports say many shipments are delayed at border crossings, while new regulations are raising costs and paperwork. Many people have asked me: "Is HOPE worried?" My answer: "Yes. But we have already done the worrying."

Risk management is done while the sun is shining

We anticipated the difficulties in the year-end supply chain, so HOPE's warehouse was stocked to serve customers not only through Tet but through January as well. While many players face shortages or price increases because of scarce materials, we have stayed steady. That is not luck. It is the result of preparation.

Efficiency is the key

When the economy is hard, premises and advertising costs both rise. My strategy this year is to optimize the cost of acquiring each new customer, so that every unit we spend produces clear cash revenue. That is why we do not put money into expensive premises on major streets. We invest in product quality and in our online operating system.

A steady mindset

In a volatile market, a company with these three things can go the distance:

• Stock on hand.
• Positive cash flow, with payment collected upfront.
• A loyal customer community.

Market difficulty is a filter. It separates those who take the work seriously from those who are only trying it out.