A New Distribution Strategy Taking Shape at Masan Consumer

This strategy was developed into a direct distribution model, which is not only a new growth driver for the business, but also an adaptive move in a period when the distribution market is undergoing profound changes in structure and operation. By September 2025, MCH had completed the roadmap to expand the new “Direct Coverage” model nationwide.

Traditional retail - the "backbone" of the FMCG market is restructuring

The Vietnamese consumer goods market is witnessing a structural change in the traditional distribution system (General Trade - GT), which accounts for more than half of the industry's revenue. Since the new business household tax policy was applied in 2025, many retailers, from large distributors to small grocery stores, have proactively adjusted their import and inventory policies to suit fluctuating costs and consumer demand. Reducing inventory helps them better control financial risks, but also somewhat slows down the flow of goods, especially in the essential goods group.

According to the new orientation, from June 1, 2025, business households with a revenue of over VND 1 billion and households that declare and have retail cash registers must apply electronic invoices with real-time data transmission. Next, from January 1, 2026, the "contract tax" method will be completely abolished and replaced by the form of tax declaration, in which business households are expected to be classified into three groups according to revenue scale to apply appropriate declaration methods. This is a step to standardize tax management and increase transparency between business models. However, in the transition period, many small businesses are still adjusting to adapt, causing the supply of goods in some areas to temporarily slow down.

Masan Consumer's solution: Direct distribution model

In that context, Masan Consumer has deployed a direct distribution model (Direct Coverage), a solution that allows businesses to reach the point of sale, reduce intermediaries, and control inventory and market response speed more effectively.

The model is designed to support retailers and consumers in the transition period, while helping MCH build a more flexible, data-driven and sustainable distribution platform, ready for the new growth phase of the FMCG market.

The model is operated based on three pillars: restructuring the sales team, applying technology and optimizing service costs. The business has shifted from a fixed-route model to flexible coverage by area, helping to expand independently to new stores. At the same time, Masan Consumer improves sales management productivity through a digital platform, where market data and distribution activities are connected in real time.

After the pilot phase, point of sale coverage increased by 62%, average productivity per employee increased by 48%, showing the initial effectiveness of the new direction.

This market coverage strategy is operated on a platform of artificial intelligence (AI) and real-time data, allowing businesses to expand their scale while controlling the quality of operations. The AI system supports the sales team in identifying priority points of sale, suggesting product categories and promotions suitable for each area, while each store is integrated with a unique QR code to update sales, inventory and customer feedback. The combination of technology and data helps Masan Consumer manage goods more flexibly, reduce inventory and maintain a stable supply chain in a rapidly changing market context.

According to information from the business, thanks to the reorganized direct sales system, Masan Consumer's sales representative team can now cover 1.5 times more points of sale than the old model.

Support technology helps each employee proactively plan, receive notifications and manage the list of points of sale to visit right on the mobile platform, helping to optimize the route and working time. Thanks to that, goods reach consumers faster, product coverage is deeper, and the ability to respond to market demand is also significantly improved.

After the first results, what comes next?

After more than a year of implementation, the new market coverage strategy has brought initial positive results, helping Masan Consumer maintain stable growth and increase its presence in key areas. However, the business is still in the process of perfecting the model, especially in the stage of data synchronization and system-wide operating procedures.

The transition from a traditional model to a proactive distribution model requires investment in technology, staff training and seamless coordination between production - sales - data management stages. These efforts take time to achieve stability, ensuring the model operates smoothly and is suitable for each local market's characteristics.

Mr. Huynh Viet Thang, Chief Financial Officer of Masan Consumer, shared: “Direct Coverage is one of the strategic projects that Masan Consumer has nurtured and implemented for over a year, with the goal of improving technological capacity and optimizing the efficiency of the distribution system. When the system is put into stable operation, we expect this model to contribute to consolidating the operating platform, controlling costs more effectively and increasing the long-term competitiveness of the business.”

Moving into the second half of 2025 and beyond, Masan Consumer is focusing on expanding its model nationwide and integrating more deeply with the WinCommerce retail system, aiming to build a seamless, efficient and sustainable supply chain. The new market coverage strategy therefore serves as a long-term foundation, helping Masan Consumer strengthen its distribution capacity and prepare for the next phase of growth, when the market gradually returns to a state of balance.