Strategy to spend 300 billion VND to build new beauty headquarters

Thanh Hang Beauty Medi's Chairman spent 300 billion to buy a 3,000 m2 plot of land to build the main facility to stabilize and create accumulated assets for the next generation.

2023 marks 35 years since Chairman Dang Thanh Hang entered the business world. To celebrate the new milestone, she spent 300 billion VND to buy land and build a new headquarters in Tue Tinh (Hai Ba Trung District, Hanoi ). The 3,000 m2 building is designed in European architecture, divided into complexes with a series of specialized services such as: a cosmetic surgery area equipped with a new sterile system; a cosmetic dentistry area dedicated to dental services.

Headquarters at 36 Tue Tinh, Hanoi aims for luxurious architecture. Photo: Thanh Hang Beauty Medi

Strategy for building new headquarters

The businesswoman revealed that when the new headquarters opened in October, many friends, acquaintances and partners asked her: "Why did you decide to buy land to build a new one, while the old facility (Bui Thi Xuan, Hanoi) was familiar to the upper class and operated stably?". Ms. Hang explained that at a certain age, everyone wants to own accumulated assets and not focus on business efficiency like before.

"Although renting a house is more beneficial financially, a rented headquarters has no brand value and is not considered an accumulated asset. I bought land to build a new one to settle down, hoping to leave memories or marks for my children and grandchildren," she said.

The entrepreneur identified the new headquarters as an important step in the strategy of improving quality. "In addition to a team of world- renowned doctors, masters, and PhDs, I want to help customers have the best experience, including service, space, equipment, and staff," said Ms. Hang.

She said she likes her office and the 6th floor the most, which specializes in anti-aging and health care services. Specifically, the 6th floor is inspired by the island of Santorini in Greece, emphasizing the characteristic dome design and artificial tree branches, giving the feeling of being immersed in nature, relaxing like being on a "paradise island".

Businesswoman Dang Thanh Hang - Chairman of Thanh Hang Beauty Medi. Photo: NVCC

The architect who "breathed life" into this space is Phummarian Na Wichien - who has designed many large beauty salons in Thailand. She understands the structure, amenities, and features required of a beauty facility dedicated to the upper class.

Previously, the architect had designed the penthouse where Ms. Hang's family lives, the private home of The Anh - the businesswoman's son, the old Bui Thi Xuan facility, the branches operating in Ho Chi Minh City and H&H in both regions. "We have been together for 14 years, Ms. Phummarian Na Wichien understands my personality, interests, and aesthetic taste." Before that, they spent two years discussing and exchanging to understand each other, then everything went smoothly.

With a "luxury" orientation, businesswoman Thanh Hang has no plans to "cover" branches in every province and city, instead focusing on two crowded cities, high-end customer segments - a group that always loves top-notch services, good doctors, good medicine, and international technology.

European - American technology investment

Since the early 1990s, when the term "beauty" was still unfamiliar to the general public, Ms. Hang has highly appreciated this million-dollar industry and laid the foundation for its development in Hanoi. She advocated expanding the business model, meeting all health and beauty care needs, while continuously seeking and transferring solutions and technologies from countries with famous aesthetic backgrounds such as the US, Germany, and Korea, certified by the FDA.

The entrepreneur spends a lot of time searching, working with partners and personally experiencing the service before applying it to customers. "I set the rule that the technology and solutions must be the latest but ensure the criteria: safety, naturalness, long-term effectiveness and quality products," she said.

With that business philosophy, the unit prioritizes minimally invasive technology, hoping to create natural beauty such as Thermage FLX skin lifting and rejuvenation; CoolsCulpting fat freezing; Super Slim weight loss... Thanh Hang Beauty Medi has just successfully applied Mini Thermage - a new generation skin lifting and tightening solution from Japan. All cosmetics and health protection foods are imported from famous global brands, 100% extracted from nature such as Tennenbi and Daishiro (Japan), Thalissi (Spain), Cleanse Wonder (USA)...

The entrepreneur advocates importing technology from Europe (especially Germany) and the US, each machine is worth the price of a luxury apartment. Currently, the facilities in Hanoi and Ho Chi Minh City own about 20 devices, the two branches have a total of nearly 40 machines. Photo: Thanh Hang Beauty Medi

"90% of our team of doctors, specialists, and experts from the US and Korea have been here since the first day of establishment, with no intention of "changing jobs", despite being invited by many parties", Ms. Hang said. The unit is also supported by many artists such as: Ho Ngoc Ha, Tung Duong, Giang My, beauty Thuy Huong, Vu Thu Phuong, runner-up Trinh Thuy Linh...

Ho Ngoc Ha said: "Appearance greatly affects my career and work, therefore, I always prioritize choosing reputable brands, highly qualified doctors and quality services. After experiencing many services and evaluating the effectiveness, I completely trust Thanh Hang Beauty Medi".

"I am meticulous when it comes to beauty, taking a lot of time to consider before choosing a specific technology. I prioritize the reputation of the beauty center and the skills of the medical team. I feel secure when experiencing the services here," Miss Giang My revealed.

The company also applies the "5 in 1" process, according to which, a beauty individual will be cared for by a doctor, a center manager, a receptionist, a consultant and a nurse and a private space. "Not chasing after profit, not trying to cut costs" has been the unit's guiding principle for over 13 years.

Ms. Thanh Hang said that except for the two years when Covid-19 was generally affected, in the remaining years, they operated effectively and profitably. Specifically, in 2020, net revenue reached 51.4 billion VND, but by 2022 it reached 115.2 billion VND, an increase of 265%. The company's assets also increased, from 170 billion VND (in 2020) to 203.7 billion VND (in 2021), and in 2022 reached 258 billion VND.

In 2024, Thanh Hang Beauty Medi will focus on health and anti-aging, helping both men and women "be healthy inside and beautiful outside". "I will bring the best equipment, medicine, solutions, and doctors in the world to Vietnam, supporting everyone in anti-aging", the entrepreneur added.

Hieu Chau

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