Looking for the driving force behind Masan Consumer's stock price increase

The market capitalization of Masan Consumer (Stock code: MCH) is over VND 128,000 billion, ranking among the top consumer companies with the highest capitalization value in Vietnam. Currently, in the consumer sector, Vinamilk is leading in terms of capitalization value with VND 138,000 billion, followed by Masan Consumer, then Mobile World and Sabeco with capitalization values ​​of over VND 87,100 billion and over VND 74,700 billion, respectively.

Owning “love brands”

Sharing at the 2024 Shareholders' Meeting, Mr. Truong Cong Thang, General Director of Masan Consumer, said that the company has successfully built 5 brands with annual revenue of 150-250 million USD including Kokomi, Omachi, CHIN-SU, Nam Ngu and Wakeup-247. These are 5 brands that contribute nearly 80% to Masan Consumer's revenue growth. According to Kantar Worldpanel's report, CHIN-SU and Nam Ngu have been in the top brands chosen by consumers in urban and rural areas for many consecutive years.

Along with these 5 key brands, Masan Consumer also owns other “golden goose” brands - which are brands that are loved by consumers and chosen in many different living spaces: kitchen (CHIN-SU, Nam Ngu, Omachi, Kokomi), refrigerator (Hi-Fresh), living room (Vinacafé, Wake-up), bathroom (Chanté, Net, Joins 2 in 1, La'Petal), Out of Home (Wake-up 247, Bupnon TEA365, Vivant)...

Sharing about “love brand”, Masan Consumer representative said that this is the concept of a brand that is loved and supported by consumers because of emotional benefits, because of their feelings for the brand, not just stopping at product benefits. These values ​​are built by the brand in a sustainable and continuous way over many years, creating a connection, “touching” the hearts of consumers that not every convenience food brand in the Vietnamese market can have. For example, Omachi is a “love brand” when it brings consumers products with added value, from rational values, to emotional values ​​to the pinnacle of experience. Sharing about the Omachi self-boiling hot pot product, the brand representative said: “We bring consumers the value of experience, pampering themselves and rewarding themselves with what they deserve most.”

Take advantage of the trend of e-commerce

Although it only officially joined e-commerce platforms in Vietnam from March 2023, Masan Consumer quickly achieved impressive results. In terms of traditional e-commerce, a series of Brand Days, Mega Events, Flash Sales on Lazada; Shopee have been focused on by Masan Consumer since May 2023, bringing a convenient shopping experience to Vietnamese consumers.

In the context of shopping and entertainment (Shoppertainment) being a trend, Masan Consumer has cooperated with Lazada, TikTok Shop and KOLs/KOCs to conduct a series of online sales sessions (livestream), where users have the fastest access to new, quality and interesting products: CHIN-SU Dai Tiec Chili Sauce 2kg, Nam Ngu Specialty Fish Sauce Collection, Omachi Self-boiling Hot Pot, Omachi Mixed Noodles Grilled Skewers, "Open Big Noodles for a Big Tet", "Great Spice Party", "Rich Young Men and Young Ladies",... have reached more than 10 million users, reaching a record of 35 million interactions.

Masan Consumer provides consumers with easy online shopping experiences with many incentives, fast delivery time; standard packaging quality. These are the top operational priorities set by the company for customers shopping on the e-commerce channel.

With positive results, e-commerce plays an important strategic role for Masan Consumer in 2024. On the one hand, e-commerce will contribute to the main sales of premium products, on the other hand, it is where 100% of new products are introduced to consumers in the first week of sale. Finally, Masan Consumer will focus on building "brand equity" strongly, quickly, with the right consumers and at the right time to experience on digital platforms.

Profit margins outperform regional FMCG companies

From 2017 to 2023, Masan Consumer grew at a rate 2.2x faster than the general market. According to a recent report by HSBC, Masan Consumer has high profit margins, stable revenue growth and significantly outperformed its peers in the FMCG and packaged food sectors in the region.

In 2023, the company will set a new record profit when recording a profit after tax of VND 7,195 billion, an increase of 30% compared to 2022. EPS in 2023 will reach VND 9,888/share, a sharp increase compared to EPS in 2022 of VND 7,612/share.

In 2024, Masan leaders said they will focus on developing the "family heirloom diamond" Masan Consumer Holdings (MCH), implementing the Go Global strategy to become a culinary ambassador to 8 billion consumers in the world with strong brands. Bringing Vietnamese brands to the world, according to the Group's leaders, Masan Consumer aims for 10-20% of revenue from the global market.

In terms of capitalization, Masan Consumer's current figure has surpassed Masan (MSN). With key ownership at MCH, MSN's stock price is reflecting the fact that the intrinsic value of the enterprise has not fully reflected. Specifically, in addition to MCH, Masan also owns other segments such as WinCommerce, Masan MEATLife, Masan High-Tech Materials, Phuc Long Heritage, shares at Techcombank , etc. Masan is like a house in which the asset alone, the "family diamond" MCH, has exceeded the value of the house without taking into account other assets. MCH has not stopped there, this enterprise possesses a lot of potential to continue to break through in the future.

Although it only officially joined e-commerce platforms in Vietnam from March 2023, Masan Consumer quickly achieved impressive results. In terms of traditional e-commerce, a series of Brand Days, Mega Events, Flash Sales on Lazada; Shopee have been focused on by Masan Consumer since May 2023, bringing a convenient shopping experience to Vietnamese consumers.

In the context of shopping and entertainment (Shoppertainment) being a trend, Masan Consumer has cooperated with Lazada, TikTok Shop and KOLs/KOCs to conduct a series of online sales sessions (livestream), where users have the fastest access to new, quality and interesting products: CHIN-SU Dai Tiec Chili Sauce 2kg, Nam Ngu Specialty Fish Sauce Collection, Omachi Self-boiling Hot Pot, Omachi Mixed Noodles Grilled Skewers, "Open Big Noodles for a Big Tet", "Great Spice Party", "Rich Young Men and Young Ladies",... have reached more than 10 million users, reaching a record of 35 million interactions.

Masan Consumer provides consumers with easy online shopping experiences with many incentives, fast delivery time; standard packaging quality. These are the top operational priorities set by the company for customers shopping on the e-commerce channel.

With positive results, e-commerce plays an important strategic role for Masan Consumer in 2024. On the one hand, e-commerce will contribute to the main sales of premium products, on the other hand, it is where 100% of new products are introduced to consumers in the first week of sale. Finally, Masan Consumer will focus on building "brand equity" strongly, quickly, with the right consumers and at the right time to experience on digital platforms.

Profit margins outperform regional FMCG companies

From 2017 to 2023, Masan Consumer grew at a rate 2.2x faster than the general market. According to a recent report by HSBC, Masan Consumer has high profit margins, stable revenue growth and significantly outperformed its peers in the FMCG and packaged food sectors in the region.

In 2023, the company will set a new record profit when recording a profit after tax of VND 7,195 billion, an increase of 30% compared to 2022. EPS in 2023 will reach VND 9,888/share, a sharp increase compared to EPS in 2022 of VND 7,612/share.

In 2024, Masan leaders said they will focus on developing the "family heirloom diamond" Masan Consumer Holdings (MCH), implementing the Go Global strategy to become a culinary ambassador to 8 billion consumers in the world with strong brands. Bringing Vietnamese brands to the world, according to the Group's leaders, Masan Consumer aims for 10-20% of revenue from the global market.

In terms of capitalization, Masan Consumer's current figure has surpassed Masan (MSN). With key ownership at MCH, MSN's stock price is reflecting the fact that the intrinsic value of the enterprise has not fully reflected. Specifically, in addition to MCH, Masan also owns other sectors such as WinCommerce, Masan MEATLife, Masan High-Tech Materials, Phuc Long Heritage, shares at Techcombank, etc. Masan is like a house in which the asset alone, the "family diamond" MCH, has exceeded the value of the house without taking into account other assets. MCH has not stopped here, this enterprise possesses a lot of potential to continue to break through in the future.

Source: https://www.masangroup.com/vi/news/invest-in-vietnam/what-are-the-key-drivers-for-the-increase-of-Masan-Consumer-stock-price.html