Sàn Gốm Sứ Bát Tràng

What Sàn Gốm Sứ Bát Tràng does

Sàn Gốm Sứ Bát Tràng is a Vietnamese private retailer specializing in authentic ceramics from the historic Bát Tràng craft village in Gia Lâm district, Hanoi. The company operates through its own e-commerce platform (sangom.vn) and three physical showrooms located in Hanoi (Bát Tràng industrial zone), Ho Chi Minh City (District 1), and Da Nang (Thanh Khê district), with the Da Nang location operating under the 'Không Gian Gốm' brand. Its catalog spans more than 2,000 SKUs across four main categories: household ceramics (teapots, bowl and dish sets, wine jars, bathroom fixtures, night lamps), decorative ceramics (vases, figurines, lọc bình prosperity vases), worship ceramics (complete altar sets, incense burners, offering trays, ritual items), and gift ceramics with custom logo printing. Core production technology relies on traditional handcraft techniques from Bát Tràng artisans, with products fired at over 1,200°C for food safety compliance under QCVN12-4:2015/BYT standards.

The business serves a horizontally segmented customer base including individual Vietnamese consumers (for home use, tea ceremonies, and personal collections), restaurants and cafes (for durable commercial dishware), hotels and hospitality (for decor and amenities), corporate buyers (for branded gifts with custom logo printing), religious/ancestor worship buyers, and feng shui enthusiasts. Pricing spans from budget items at 35,000₫ to premium pieces at 48,000,000₫, with volume discounts of 10-25% available for bulk orders of 50+ units. Go-to-market is multi-channel: SEO-optimized website e-commerce, content marketing via YouTube (@sangom) and blog, direct sales via Zalo messaging and phone hotline (0945.998.007, 8AM-9PM weekdays), and physical showroom visits. The company emphasizes authenticity guarantees, break-resistant packaging, nationwide delivery with COD payment, and a 1-for-1 exchange policy for defective items. The firm holds registered trademark SÀN GỐM® (Certificate Number 495106) and is registered as an e-commerce business with the Vietnamese Ministry of Industry and Trade.

Name

Sàn Gốm Sứ Bát Tràng

Legal name

Sàn Gốm

Website

https://sangom.vn

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Sàn Gốm Sứ Bát Tràng is a Vietnamese retailer of authentic Bát Tràng craft village ceramics, operating an e-commerce platform (sangom.vn) and three physical showrooms in Hanoi, Ho Chi Minh City, and Da Nang. It serves individual consumers, restaurants, hotels, and corporate gift buyers across Vietnam with a 2,000+ SKU catalog spanning household, decorative, worship, and custom-printed gift ceramics.

Ownership category

akta.pro rank

Headquarters

HQ city

Da Nang

HQ country

Vietnam

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Retail Product Sales: Direct sales of Bát Tràng ceramic products including tea sets, bowls, plates, vases, decorative items, and religious altar products to individual consumers and businesses through e-commerce website and physical showrooms.
2. B2B Corporate Gifts: Bulk orders of customized ceramic products with company logos for corporate gifting, promotional events, and business partnerships.
3. Custom Logo Printing Services: Additional revenue from logo customization and printing services on ceramic products using various printing methods.
4. Wholesale Orders: Bulk purchasing options for restaurants, hotels, and businesses with volume-based discounts ranging from 10-25%.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sàn Gốm Sứ Bát Tràng is a Vietnamese retailer and manufacturer of authentic Bát Tràng ceramic products, offering household ceramics (teapots, bowls, cups, kitchenware), decorative ceramics (vases, figurines, wall art), ancestral worship ceramics (altar sets, incense bowls, ritual items), and corporate-gift ceramics with custom logo printing. The company operates an e-commerce storefront (sangom.vn), three physical showrooms across Vietnam, and provides nationwide delivery with custom branding services for businesses.

Product overview

Sàn Gốm Sứ Bát Tràng is an e-commerce retailer specializing in authentic Bát Tràng ceramics from the historic craft village in Gia Lâm, Hanoi. The company operates as a multi-category platform offering four main product categories: (1) Gốm Gia Dụng (household ceramics) including teapots, bowls, dishes, cups, and kitchenware; (2) Gốm Trang Trí (decorative ceramics) including vases, decorative plates, and figurines; (3) Gốm Thờ Cúng (worship ceramics) including altar sets, incense bowls, offering trays, and ritual items; and (4) Gốm Quà Tặng (gift ceramics) with custom logo printing for corporate gifting. The company leverages Bát Tràng's 700-year ceramic tradition, offering hand-crafted products fired at high temperatures with safe glazes. Key sub-brands include Ly Sứ (porcelain cups), Ấm Chén (tea sets), Lộc Bình (prosperity vases), Tượng Gốm (ceramic figurines), and specialized products like Tô Bán Phở (pho bowls) and Linh Vật Phong Thủy (feng shui figurines). Products feature various traditional glazes including men lam (blue enamel), men rạn (crackled glaze), men hoả biến (fire-transformed), and are decorated with motifs like lotus, cranes, dragons, and Đông Sơn patterns.

Differentiator

Problem solved

Functional benefit

Products and services

• Gốm Gia Dụng (Household Ceramics)

Quantifiable outcome

• 100% authentic Bát Tràng products with 1-for-1 exchange guarantee for defects
• +2 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tan My Pottery (Làng gốm Tân Mỹ): Tan My is another historic Vietnamese craft village pottery brand producing handcrafted household and decorative ceramics with a similar artisan-driven, traditional-glaze positioning. It competes head-on for specialty ceramics demand, particularly in the Ho Chi Minh City and southern Vietnam markets where Sàn Gốm also operates.
• Gốm Đại Việt: Gốm Đại Việt sells Vietnamese ceramics across household, decorative, and gift categories through online and showroom channels. It overlaps directly with Sàn Gốm's product mix, target customer (Vietnamese consumers and corporate gift buyers), and Bát Tràng-adjacent sourcing approach.
• Gốm Việt (Vietnamese Ceramics brand network): Gốm Việt is a multi-vendor online marketplace and brand network for Vietnamese ceramics, including altar sets, vases, and tableware. It competes as an aggregated horizontal alternative to Sàn Gốm's vertically curated store, especially for buyers comparing across artisan suppliers.
• Bát Tràng Craft Village Cooperative: The Bát Tràng craft village cooperative and its associated official channels aggregate hundreds of artisan households and sell directly to consumers and tourists. They share the same 700-year heritage, the same product categories, and frequently the same artisans, making them the most direct peer in authentic Bát Tràng ceramics retail.

Regional players

• Phước Thành Ceramics: Phước Thành is a Vietnamese ceramics manufacturer and exporter specializing in household and decorative pottery. It supplies regional HoReCa and export markets with similar mid-priced ceramic tableware, making it a relevant comparison for Sàn Gốm's wholesale and HoReCa ambitions.
• Hapro (Hanoi Trade Corporation): Hapro is a state-owned Vietnamese retail and export group that carries handicrafts, home goods, and Vietnamese specialty products including ceramics. It is a regional distribution channel and exporter that competes for traditional Vietnamese craft retail and corporate gift demand, especially in Hanoi and export markets.

Broad incumbents

• Viglacera: Viglacera is a large Vietnamese state-linked ceramics and sanitary ware manufacturer with national brand recognition. While more focused on construction-grade ceramics, it competes for the same Vietnamese ceramic category share and represents a scaled incumbent against which Sàn Gốm's artisanal go-to-market must differentiate.
• Minh Long I: Minh Long I is Vietnam's largest and most established branded ceramics manufacturer, offering tableware, giftware, and decorative pieces with much wider distribution than Sàn Gốm. Both companies compete for Vietnamese household and corporate gifting spend, but Minh Long I operates at significantly larger scale and broader retail penetration.

Others

• Saigon Co.op: Saigon Co.op is one of Vietnam's largest retail conglomerates, operating Co.opmart, Co.opXtra, and Co.op Food hypermarkets and supermarkets. While broader in assortment, it sells decorative and household ceramics and represents a generalized offline retail alternative for Vietnamese household buyers.
• Lock & Lock Vietnam: Lock & Lock is a multinational kitchenware and housewares brand with strong Vietnamese retail distribution. While not a ceramics specialist, it competes for household kitchenware and giftware shelf space and wallet share, including customizable mugs and porcelain items relevant to corporate gifting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@sangom
• Xx.com/sangomvn
• Facebookfacebook.com/sangomvn

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sàn Gốm Sứ Bát Tràng