Mobile World surprises in the traditional watch retail segment

The trend of monopolizing a product is now quite common in the technology industry. Retailers such as The Gioi Di Dong, FPT Shop, CellphoneS, etc. are often designated by smartphone manufacturers to exclusively sell some versions. This is to increase competition for retailers, more focused communication campaigns, and easier products to sell.

However, the fact that Mobile World on April 2 was selected to exclusively sell traditional watch products, which is a special version, is quite new.

Mobile World surprises in the traditional watch retail segment - Photo 1.
Orient watch special edition for Vietnam market is exclusively distributed by Mobile World.

Specifically, on the afternoon of April 2, The Gioi Di Dong collaborated with Tan Hai Minh Trading Co., Ltd. to introduce a special watch collection SK Vietnam – “A mark of time, a time to remember” from the brand. Orient (Japan).

Orient SK Vietnam is a version exclusively for the Vietnamese market with distinct imprints, developed based on the design of the Sea King collection familiar to generations of Vietnamese people over the past 50 years.

This can be seen as the first time Mobile World exclusively distributes a product that is not their core strength. A traditional watch exclusively distributed in Mobile World marks an important milestone in this chain becoming a multi-industry retailer, especially the watch – jewelry industry which has been established for a long time in Vietnam. Vietnam.

Appearing in Vietnam since the 70s, Orient’s SK watches are known to many generations of Vietnamese people. In Vietnam, Orient SK is called by users with names such as “fire-faced SK”, “marine SK”, derived from the unique and powerful design of this product line. Some northern localities also call this product “4-pin clock”.

Besides the masculine and strong appearance like the old version, Orient SK Vietnam has more details of a gilded five-pointed star that stands out on a red dial background, reminiscent of the image of the Vietnamese national flag. The back of the watch and on the lid of the box are engraved with the words Vietnam Special Edition.

There are two products being released this time – the gold-plated steel case and the silver steel case. The silver version will be available for sale exclusively at Mobile World until the end of June 2022. The Gioi Di Dong is also the first system to officially distribute these two models.

The fact that a retailer like Mobile World was chosen to distribute traditional watch products, showing the role of this retailer compared to competitors in the same industry. This opens up many other opportunities for the technology retail chain in the near future.

Up to now, traditional watches are sold in store shelves located at Mobile World and Dien May Xanh, following the model of “shop – in – shop”. Currently, watches are sold in nearly 3,000 stores of two retail chains.

The watch shop-in-shop model has been put into trial at the Gioi Di Dong store in Ho Chi Minh City from March 8, 2019. According to recent data, the first 4 months of 2021, the watch industry brought the company more than 670 billion VND from about 540,000 products sold, equivalent to a growth rate of 50% in sales and 100% in output compared to the previous year. with the first 4 months of 2020.

On average, 1 month (January 2020), the watch industry brought in more than 160 billion VND in revenue for Mobile World with nearly 100,000 watches of all kinds sold in the month. With this number, it is clear that the “side-by-side” retailer is having competitive sales compared to any competitor in the market.


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