CHAPTER 6: AEON MALL BINH TAN

21.     Introduction

21.1. Basic information

 Established in 1911, AEON is the largest retail group in Japan. AEON MALL is the first Japanese
shopping mall in Vietnam, currently operating 6 shopping malls in Tan Phu (HCM), Binh Duong,
Long Bien (Hanoi), Binh Tan (HCM), and Ha Dong (Hanoi). and Hai Phong (Hai Phong).

 AEON MALL Binh Tan was opened in July 2016. Provide shopping, entertainment, culinary, and
many other services.

 Not inferior to the Tan Phu branch, AEON Mall Binh Tan inherits all the most unique
quintessence from the AEON system. That is the diversity in the field of customer service,
modern and luxurious furniture, many creative and artistic photography angles, ...

 Address: No. 1, 17A Street, Binh Tri Dong B Ward, Binh Tan District, HCMC

 Total area: 110,000 m2

 Number of stores: 160

 Parking: 1500 cars, 4000 motorbikes

 Hotline: 1900 636922

 Email: binhtan.cs@aeonmall-vn.com 

 Operating time:

 Monday - Saturday: 10am - 10pm

 Sunday: 9am - 10pm

21.2. History of formation and development

 History of formation: AEON MALL Binh Tan is the 4th project of AEON Group in Ho Chi Minh City.
Ho Chi Minh City, was started construction on January 7, 2015 and put into operation on July 1,
2016.

 Development: After 5 years of operation, Aeon Mall Binh Tan now has more than 160 brands
registered as business partners

21.3. Vision and mission

 Vision: “Becoming a business that can move the hearts of 5 billion customers across Asia”

 Mission: Bring maximum satisfaction to your customers.

  Task: “It is not just about providing customers with good shopping locations, convenient
services or interesting experiences, but we continuously improve and innovate to bring new
sustainable values to customers. customers in close connection with the local community.”

 Basic philosophy: "Pursuing peace and stability, respecting people and dedicating to the local
community in which the core element is the customer."

 Philosophy: “AEON MALL is a developer in Life Design, with the mission of accompanying the
community and offering a future-oriented lifestyle.”

 Slogan:  “Sharing a sense of lively participation”

 Basic tenet of AEON:

 Peace: All activities of AEON are aimed at pursuing prosperity, creating peace and stability

 People: AEON always respects and upholds human qualities and values, as well as always tries to
promote the building of close relationships in the same team.

 Community: AEON constantly devotes itself to contributing to the community's sustainable

development cohesion

Figure 78. Basic principles of AEON

Figure 78. AEON Mall Binh Tan is designed extremely modern, with a total area of more than 110,000
m2, satisfying the needs of customers.

22.    Products, services and Strategies

22.1. Store classification

Aeon mall Binh Tan has many shops

a. Fashion

 Providing a variety of types, absolute commitment to origin, all products have import stamps
and quality certificates. In addition, there are many attractive offers for many different products.
In addition, there are also fashion accessories for men and women with a variety of products to
choose from.
Figure 79. Fashion paradise from famous brands at AEON Binh Tan

 Includes 25 famous brands:

Figure 80. Famous Brands in Aeon Mall Binh Tan

b. Food and drink

 Diverse food court with dishes from all over the world, comfortable space is a plus point to help
you relax and enjoy the food. The right taste combined with the beautiful arrangement of dishes
will make you irresistible.

Figure 81. Dishes from many different countries at AEON Binh Tan

 Has 52 brands: 
Figure 82. Famous brands in food and drink

c. Jewelry, Cosmetics & Accessories

Aeon mall Binh Tan has a variety of brands of Jewelry, Cosmetics & Accessories, including 31 brands:
Figure 82. Jewelry, Cosmetics & Accessories

d. Entertainment , Services , Kids & Family Stores

The amusement park at AEON Binh Tan is invested with a large space, possessing game genres, from
exercise, relaxation, to emotional challenges; or play areas for children. Especially the cinema system
with a large capacity, you do not have to worry about running out of tickets when you come to see a
movie at AEON Binh Tan.
Figure 83. Entertainment , Services , Kids & Family Stores

22.2. Services

For the service part at Aeon Mall Binh Tan, they rent out Aeon Hall, Event Hall, Electronic Bulletin Board,
Banquet Room and business premises of the store

a. Aeon Hall

Located on the 3rd floor of the shopping center, with an area of nearly 250 m2 with a capacity of about
260 people, AEON HALL is a place where you can register to organize congress, exhibition, conference,
press conference...
Figure 84. Event room

Space Floor area Rent cost

Hall A 125 m2 500.000 VND/hour

Hall B 125 m2 500.000 VND/hour

Entire Hall 500 m2 1.000.000 VND/hour

Table 1. Aeon Hall rental information

b. Event hall

Not only a paradise for shopping, entertainment and culinary services - AEON MALL Binh Tan is also an
ideal place to organize events of various sizes. Take advantage of the advantages of open space, diverse
rental positions, dedicated advice and guidance along with attractive promotions. AEON MALL Binh Tan
is committed to bringing tenants a unique experience with a dedicated and attentive service style during
the event organization at AEON MALL Binh Tan.
 1. East Hall

 Area: 250 ㎡

 Suitable for medium-sized music events, car and motorcycle exhibitions, fashion shows, sports
events, etc.

 The East Hall has reached over 5000 people for the events held here.

Figure 85. East Hall

2. West Hall

 Area: 250 ㎡

 Advantage opposite AEON supermarket

 Suitable for promotion programs, brand activation, sampling and product consulting for FMCG
and electronic industries
Figure 86. West Hall

3. Central Hall

 Area: 90 ㎡

 The Central Lobby always attracts the attention of customers with the advantage of a prime and
prominent location at AMBT

 Events selected by customers when held in the central lobby: product launch events, small and
medium-sized music events, real estate consulting...
Figure 87. Central Hall

c. Electronic bulletin board

1. Standing bulletin board

 Quantity: 09

 Size: 47

 Scale: width 9 x height 16"

 Resolution: 1080 x 1920 px

 Format: pictures and videos

Figure 88. Electronic bulletin board

2. Horizontal bulletin board

 Quantity: 01

 Size: 170 inches

 Scale: 16" wide x 9" high

 Resolution: 1920 x 1080 px.

 Format: photo or video

Figure 89. Horizontal bulletin board

3. Broadcast frequency

1 day 60 times

1 week 420 times

2 weeks 840 times

4 weeks 1680 times

Table 2. Broadcast frequency

d. Banquet

 Location: Located at the food court "Pho Hoi Cuisine" on the 2nd floor of AEON MALL Binh Tan

 Area: ~ 30 m2 with a capacity of 20-25 people

Figure 90. Horizontal bulletin board

e. Lease of shop space

 With a total rental area of up to 60,000 m2 and up to 50,000 average visitors per day. In
particular, AEON MALL Binh Tan has many free services for customers such as: Free Wifi, Free
Car, Free Parking,... and many big events, activities to attract customers, programs. Marketing
communications support revenue for stores. AEON MALL Binh Tan always wishes to cooperate
with your companies.

 Companies that need to rent a fixed store space at AEON MALL Binh Tan for long-term business
in the following areas:

1. Fashion.

2. Cosmetics/Accessories

3. Entertainment/ Services/ Products for home

4. Cuisine

22.3. Business strategies

22.3.1. Lobby map

a. Ground floor
Figure 91. Ground floor map
 b. 1st floor

Figure 92. 1st floor map

 c. 2nd floor

Figure 93. 2nd floor map

 d. 3rd floor

Figure 94. 3rd floor map

22.3.2. Trade center development process

Figure 95. Trade center development process

22.3.3. Features of the commercial center development process

Figure 96. Features of the commercial center development process

22.3.4. Management and operation of the shopping center

Figure 97. Management and operation of the shopping center

22.3.5. Contribution to the local community

Figure 98. Contribution to the local community

23.    Conclusion

AEON, Japan's largest retail conglomerate, was founded in 1911. AEON MALL is Vietnam's first Japanese
retail mall, with six locations in Tan Phu (HCM), Binh Duong, Long Bien (Hanoi), Binh Tan (HCM), Ha Dong
(Hanoi), and Hai Phong (Hai Phong). AEON MALL Binh Tan is a venue full of unforgettable adventures.
AEON MALL Binh Tan will provide you with a space to enjoy a diversified, pleasant, and emotional life,
from SHOPPING, FOOD, ENTERTAINMENT, and unique Utilities particularly for customers.