“Digital transformation” unlocks the full potential of Masan's technology platform

On April 25, Masan Group Corporation and its two member companies Masan Consumer and Masan MEATLife co-organized the 2025 Annual General Meeting of Shareholders in Ho Chi Minh City with the theme “What We Make. Makes Us. Made for You”.

2024 marks the completion of Phase 1 in Masan 's transformation journey from a fast-moving consumer goods (FMCG) company to an integrated platform of Consumption - Retail - Technology since 2020. The first three strategic pieces: Network - Spending market share - Membership have been built with a solid foundation.

The Brand - Retail - Consumer synergy is starting to take shape: MCH achieved an 84% CAGR in the WinCommerce network from 2019-2024, MML doubled its WCM point-of-sale sales over the same period, while 55% of WinCommerce sales now come from WiN Members. The “Point of Life” vision is being realized as each WCM point-of-sale becomes a banking agent, and lifestyle services will be the next step.

Core consumer businesses achieve important profit milestones: WCM and MML record positive net profit after tax (NPAT) for the first time in 2024, while MCH continues to maintain strong growth momentum, maintaining its position as the fastest growing FMCG company in Southeast Asia. Thanks to these results, Masan Group's NPAT after minority shareholders' distribution (NPAT Post-MI) increased fourfold year-on-year to VND1,999 billion; at the same time, return on equity (ROE) returned to double-digit levels (after excluding non-core elements and one-off income).

Masan Group Corporation and two member companies Masan Consumer and Masan MEATLife co-organized the 2025 Annual General Meeting of Shareholders.

At the General Meeting of Shareholders, sharing about the strong commitment to growth in parallel with sustainable development, Mr. Danny Le, CEO of Masan Group emphasized that Masan has fulfilled its promise of impressive business results in 2024. Previously, at the 2024 General Meeting of Shareholders, Masan affirmed its commitment to operational excellence and maintained a persistent focus on profit growth.

Mr. Danny Le added: “At last year’s AGM, we committed to our shareholders that Masan would return to profitable growth, and we are proud to have delivered this in 2024. Masan Consumer (“MH”) has recorded near double-digit growth in revenue and profit, while WinCommerce (“WCM”) and (“MML”) have both delivered profits.

This proves that growth and profitability can absolutely go hand in hand. The results of Q1/2025 further confirm the power of this transformation. Looking forward, we will continue to focus on aggressively expanding our growth pillars with sustainable profitability and the 'Go Digital' strategy will be the driving force to help us maximize the synergy between our Consumer - Retail - Technology platforms."

At the event, Ms. Nguyen Thi Phuong, General Director of WinCommerce (WCM), shared about the outstanding results after the restructuring process, marking an important milestone when WCM achieved positive profit after tax for the first time in 2024. This achievement opens a new chapter for the journey of sustainable profitable growth.

"WinCommerce has begun its transformation journey towards sustainable profitable growth. Based on the technology platform and strong brand ecosystem from Masan, WinCommerce (WCM) is gradually building the "New Commerce" platform - a modern, effective retail model that connects with Vietnamese consumers through five strategic pillars" - WinCommerce General Director emphasized.

Ms. Nguyen Thi Phuong added that another important pillar in WCM’s transformation process is human resources. Through the newly implemented ESOP program, the school store has the opportunity to become a shareholder of WCM – thereby strengthening the sense of responsibility, long-term commitment and encouraging ownership thinking throughout the system.

Also at the event, Mr. Truong Cong Thang - General Director of Masan Consumer (MCH) - affirmed MCH's position as "Leading domestically - Stepping out into the world ", and shared strategies to create outstanding value for shareholders.

"In 2024, MCH served more than 72 billion meals through fish sauce products and distributed more than 2.4 billion convenience food products. With an impressive coverage in 98% of Vietnamese households and a presence in 26 international markets, MCH is ready to enter the next chapter on the journey of "Leading domestically - Stepping out to the world", said Mr. Truong Cong Thang.

MCH's strategy continues to demonstrate outstanding performance, with a net profit growth rate of 20% CAGR in the period 2022-2024. The company maintains industry-leading profit margins with a gross profit margin of 46% and an EBITDA margin of 27%. These results are the result of a consistent strategy" - General Director of Masan Consumer informed.

Based on this strategic pivot, MCH focuses on strategic drivers to maintain growth momentum: consolidating its leading position in the home consumption industry (promoting premiumization in the Seasonings and Convenience Foods category, expanding market share in the Home and Personal Care category), while expanding into out-of-home consumption product lines (implementing innovations in the Convenience Foods and Beverages category) and implementing the “Go Global” strategy.

In particular, to clearly affirm its position as “Leading domestically - Stepping out into the world”, MCH recorded revenue of VND 1,300 billion from 26 international markets, up 22% over the previous year, with a healthy profit margin of 30%.

Ms. Dinh Hong Van - Senior Marketing Director of Spices - shared about CHIN-SU's continued premiumization strategy to strengthen the unbranded spice market in Vietnam, while preparing for the "Go Global" strategy. Proud to promote Vietnamese culinary culture, CHIN-SU is ready to "Go Global", starting with its signature chili sauce product line.

At the event, Ms. Van introduced new products under the CHIN-SU brand to strengthen its presence on shelves and bring a more comprehensive cooking solution portfolio to consumers. In addition to its sauces and marinades, CHIN-SU has now expanded into cooking oils and other essential condiments.

"MCH's strategic direction of Home Meal Replacement and Restaurant Meal Replacement, with the launch of Omachi's new category called "Asian Street Food" (Asian Street Food). This initiative targets the meal market with an accessible price of only 1 USD, applying advanced technology applied in products such as self-boiling hotpot and self-cooking rice, providing convenient, high-quality meals at a reasonable cost and a large potential market" - said the Senior Marketing Director of the Spices industry.

Source: https://www.masangroup.com/vi/news/masan-news/Digital-Transformatio-Unlocks-Masan-Full-Technology-Platform-Potential.html