In the second quarter, Vietnam's GDP grew strongly by 8%. However, the consumer goods industry faced a major adjustment wave when the new tax regulations were applied, temporarily disrupting the operations of tens of thousands of individual businesses - the core force of the traditional retail channel (GT). At the same time, the widespread situation of counterfeit and fake goods in rural areas made consumers increasingly cautious with small retail outlets.
In that context, modern retail systems, with advantages in traceability, quality management and shopping space, are becoming trusted destinations. The trend of shifting from GT to modern retail (MT) channels is more evident than ever, not only in urban areas but also spreading to districts and towns (old), which account for more than 60% of Vietnam's population. This is not simply a change in shopping channels, but a shift in expectations for a more modern, safe and transparent consumer experience.
Consumers in rural areas are rapidly shifting from traditional retail channels to modern retail channels (Photo: MSN).
Promote expansion of sales points in rural areas
In this context, WinCommerce (WCM) has emerged as one of the pioneers in the trend of modernizing the retail industry in Vietnam. As of the end of June, WCM operated 4,146 supermarkets and stores nationwide, of which nearly 75% of newly opened stores are located in rural areas, especially concentrated in the Central region - the region with the fastest growth rate.
In the second quarter alone, despite being a low consumption period, WCM's revenue still grew by 16.4% year-on-year, reaching VND9,130 billion. EBITDA increased by 83.1%, showing clear operational efficiency. This is the fourth consecutive quarter that WCM has made a profit, thanks to outstanding operations and an effective network expansion strategy. WinMart+ stores in rural areas achieved an average revenue almost equivalent to that in urban areas (90%), a sharp increase from 80% last year - reflecting that demand is being "awakened" when there is a modern retail infrastructure to serve the right needs.
WCM's more than 4,146 supermarkets and stores nationwide brought in revenue of more than VND9,130 billion in the second quarter (Photo: MSN).
During the same period, WinMart+ stores recorded a growth of 15.6%, continuing to be the fastest growing segment. Many new stores were profitable in the first half of the year - a positive sign for WCM's new business model.
Consumer Experience: No Longer Just a City Matter
Not only increasing consumer accessibility, the bigger change comes from consumer experience. In many localities such as Nghe An, Ha Tinh , Quang Ngai..., shopping at supermarkets near home with goods of clear origin and guaranteed quality is gradually becoming the priority choice.
One of the factors that makes WinMart+ different is the ecosystem of high-quality domestic products, highlighted by MEATDeli and WinEco - 2 brands of fresh food and clean agricultural products. When consumers in districts and towns can now access clean meat packaged according to European standards or vegetables and fruits meeting VietGAP and Global GAP standards at stores near their homes, a new consumer standard is being established.
“Before, when I wanted to buy candy in my hometown, I was afraid of fake or counterfeit goods. Now that WinMart+ is near my house, I feel much more secure,” said Ms. Hong Nga ( Nghe An ).
Shopping at a supermarket near home with goods of clear origin and guaranteed quality is gradually becoming the priority choice of people in suburban and rural areas (Photo: MSN).
Mr. Thanh Trung (Ha Tinh) said: “I found the supermarket clean, with MEATDeli meat, WinEco vegetables, and goods of clear origin. It feels like shopping in the city, but the prices are still reasonable.”
Rural consumers are no longer unfamiliar with the concept of “going to the supermarket” – a behavior once associated with urban areas. As the demand for food safety, traceability and civilized shopping increases, modern retail will be the dominant trend in the coming time.
With a population of over 100 million, Vietnam is one of the most attractive retail markets in Asia. However, there are still large gaps in retail infrastructure, especially in rural areas. Investing heavily by companies like WinCommerce to expand their network and improve the consumer experience in remote areas not only benefits the businesses, but also plays an important role in modernizing the national retail infrastructure and improving the consumer experience for 100 million Vietnamese people.
Source: https://dantri.com.vn/kinh-doanh/tang-toc-mo-moi-diem-ban-wincommerce-co-lai-quy-thu-4-lien-tiep-20250804214918059.htm
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