Mobile World is the number one ambitious mother and baby market
The group launched 50 new chain stores with a list of more than 5,000 products, invested in online channels, attracted customers with good prices… aiming at the leading target of the industry.
Doan Van Hieu Em, General Director of Mobile World Company, said that by June, the AVAKids chain officially reached the milestone of 50 stores after 5 months of operation. With this result, the mother and baby chain of MWG ranks 4th in the market in terms of number of stores.
The unit opened 50 new stores after 5 months of operation. Image: AVAKids
To realize the number one ambition in the mother and baby market, the company aims to increase its coverage nationwide. With an average opening rate of 10 new stores per month, the group aims to open 200 AVAKids stores by the end of this year. The stores will cover the whole of Ho Chi Minh City, then move to the Eastern and Western provinces, and in the future will enter the rural market.
“In the mother and baby industry, we see ourselves as a start-up company, so we are forced to sprint to quickly close the gap with our competitors,” explained Doan Van Hieu Em.
The richness of products, serving the maximum needs of users is also a decisive factor for success. In each store there are about 5,000 products including diapers, clothes, toys, bicycles, consumer products for mother and baby, food supplements. With this scale, customers can find most of the products needed for pregnant mothers and babies from birth to kindergarten.
According to Mr. Hieu Em, the revenue at each AVAKids store is about 1.8-2 billion VND per month. This shows the potential of the mother and baby segment in the total revenue of MWG in the near future. In particular, AVAKids’ online revenue accounts for about 25-30%, 16% higher than MWG’s average online revenue. This shows that parents’ habit of shopping for milk diapers via the Internet has surpassed that of the general audience. This is the basis for the unit to invest heavily in online channels in parallel with opening new brick-and-mortar stores.
A variety of stores with good prices. Image: AVAKids
In addition, the chain attracts customers with competitive pricing policies and incentive programs. Shopping is more convenient through a system of stores covering Ho Chi Minh City and nationwide online delivery.
AVAKids also inherits many advantages from the Mobile World brand, creating more trust when users choose to buy. The store is located inside a large ecosystem with brands such as The Gioi Di Dong, Dien May Xanh, Bach Hoa Xanh, An Khang… Therefore, it is possible to share customer files, perform cross incentives within system, enhancing the identification between chains.
Mr. Hieu Em added, the mother and baby market in Vietnam has an estimated size of 7 billion USD. Determined to become a multi-industry retailer, The Gioi Di Dong cannot set a conservative goal in this piece of cake. He sees the potential for growth for the group when the market has a large space, the stores are still fragmented, only concentrated in big cities.
The general director also expects the unit to bring practical values to fathers, mothers and children through the store expansion, creating convenience for the whole family no matter which part of the country they are in. Ho Chi Minh City or the South.
Snack stall with a variety of brands. Image: AVAKids
During the event to announce the milestone of 50 stores, the unit introduced a comprehensive brand identity system, launched the elephant mascot AVA. The mother and baby chain also donated 50 operations to Operation Smile organization for children with congenital cleft palate. The unit will raise funds for 500 surgeries, worth 10 million VND each by 2023.
Minh Huy
at Blogtuan.info – Source: vnexpress.net – Read the original article here
