Competition Tracking – Brief at the end of Sep 2022

Key Highlights:

- In supermarket category:
o Nova group opened 1 new Nova supermarket in their NUA – Aqua City, Bien Hoa, Dong Nai
(Tier2). Now Nova group has 4 supermarkets.
o Tmart chain has been added to the tracking list with 81 stores, avg. sale area per store at 200
sq.m across: Hanoi, Hung Yen, Bac Ninh and HCMC.
- In electronic category:
o F.Studio by FPT start tracking from Sep. 22 with 29 stores
o FPT Shop and MWG kept on continuous expansion. FTP now has 955 FTP shop, increase 29
stores compare to last month. While MWG has 3,381 stores, increase 20 stores compare to last
month (DMX: 2,256 stores; TGDD: 1,054 stores; Topzone: 71 stores).
- In HBA category: Socialla and Beauty Garden added in tracking from Sep-22.
- In CVS category:
o WinLife is the new concept by Masan group by integrating Winmart+, Phuc Long, Reddi and
Techcombank. Total current is 27 stores (13 in Hanoi & 14 in HCMC).
o VinShop Fresh Market belongs to One Mount Group, which was established by VinGroup and
strategic partners Techcombank and Masan. 1st store launched was in April 2022, currently
having 11 stores all in Hanoi.
- In Sport category: AvaCycle, VNB Sport and Dong Luc are newly added in tracking report in Sep 2022.
# Categories Updated circle
1 Shopping mall End of Sep 2022

2 Hypermarket End of Sep 2022

3 Supermarket End of Sep 2022

4 Lifestyle End of Sep 2022

5 Electronics End of Sep 2022

6 HBA End of Sep 2022

7 Pharmacy End of Sep 2022

8 Sport End of Sep 2022

9 CVS End of Sep 2022

10 Homeline End of Sep 2022

11 F&B End of Sep 2022

12 Playground End of Sep 2022

13 Mom & Baby End of June 2022

14 Cafe End of June 2022

1. Shopping mall
• No changed in total number of shopping mall
• Total 182 shopping malls in Sep 2022.

2. Hypermarket
• No changed in total number of hypermarkets
• Total 88 stores updated end Sep 2022.

3. Supermarket
• Tmart chain has been added to the tracking list with 81 stores, avg. sale area per store
at 200 sq.m across: Hanoi, Hung Yen, Bac Ninh and HCMC.
• 5 stores newly opened in Sep 2022
(1) 01 King Food Mart opened in HCMC
(2) 01 Nova Supermarket opened in Dong Nai (Tier 2)
(3) 01 Farmer Market opened in HCMC
(4) 01 The City opened in Thanh Hoa (Tier 3)
(5) 01 Aeon MaxValu opened in Ha Noi
• Total 522 stores updated end Sep 2022.

4. Lifestyle
• No changed in total number of Lifestyle store.
• As of Sep 2022, there are total 220 lifestyle stores.

5. Electronics
• Increase 101 stores compared to last month:
- DMX opened 33 new stores: Hanoi (+1), Tier 2 (+5), Tier 3 (+21), Tier 4 (+6).
- TGDD opened 14 new stores: Hanoi (+1), Tier 2(+4), Tier 3 (+5), Tier 4 (+4). Closed
11 stores: HCMC (-6), Tier 3 (-4), Tier 4(-1).
- Topzone opened 16 new stores: HCMC (+6), Tier 2(+2), Tier 3 (+5), Tier 4 (+3).
- FPT shop opened 20 new stores: Hanoi (+1), HCMC (+2), Tier 2 (+3), Tier 3 (+8),
Tier 4 (+6).
- F.Studio start tracking from this month with 29 stores.
- Media Mart opened 2 new stores: Hanoi (+1), Tier 4 (+1).
- Cho Lon opened 3 new stores: HCMC (+2), Tier 3 (+1)
- Pico closed 1 store in Tier 3.
- Home Center closed 4 stores in Hanoi.
• Total 4,905 electronics stores updated end of Sep 2022.

6. HBA
• Socialla and Beauty Garden added in tracking from Sep-22.
 • Hasaki opened 3 new stores in HCMC, Nghe An (Tier 2) and Binh Phuoc (Tier 4);
SammiShop opened 2 new stores in Hanoi.
• As of Sep 2022, there are total 387 HBA stores.

7. Pharmacy
• There are 15 more stores compared to last month:
- Long Chau Pharma opened 34 new stores: Hanoi (+7), HCMC (+4), Tier 2 (+1),
Tier 3 (+16), Tier 4 (+6)
- An Khang Pharma opened 3 new stores: Tier 3 (+2), Tier 4 (+1); closed 25 stores:
Hanoi (-7), Tier 2 (-5), Tier 3 (-10), Tier 4 (-3).
- Trung Son Pharmacy opened 6 new stores: Tier 3 (+4), Tier 4 (+2); closed 3 stores:
HCMC (-1), Tier 3 (-1), Tier 4 (-1).
• As of Sep 2022, there were total of 2,619 pharmacy stores.

8. Sport
• As of Sep 2022, there are a total of 533 sport stores.
• AvaCycle, VNB Sport and Dong Luc are newly added in tracking report in Sep 2022
• AvaSport open 2 new stores in HCMC.

9. Convenience stores
• End of Sept 2022, the market recorded total of 6,672 outlets. Market leader Winmart+
grew the strongest while runner-up BHX strategically scaled down bringing total
market to decline.
• Many new CVS brands and concepts are introduced in 2022 i.e., WinLife, VinShop
Fresh Market and Nova Market.
• WinLife is the new concept by Masan group by integrating Winmart+, Phuc Long,
Reddi and Techcombank. Total current is 27 stores (13 in Hanoi & 14 in HCMC).
• VinShop Fresh Market belongs to One Mount Group, which was established by
VinGroup and strategic partners Techcombank and Masan. 1st store launched was in
April 2022, currently having 11 stores all in Hanoi.
• In Sep 2022, brands that recorded significant outlet expansion are Circle K and
Ministop (Aeon’s) with 7 and 6 new stores, respectively, mainly in HCMC & Hanoi.
• While another brand of Aeon which is “Aeon Citimart B&B” closed 1 outlet in HCMC,
remaining 5 stores.

10. Homeline (Q3 2022)

• Q3-2022 saw 18 new store openings mainly in rural areas (Tier 2, 3, 4).
• With fewer stores opened comparing with previous quarters, Hoa Sen Home still
maintains market leaders with 3 new stores in Q3-2022 (Tier 3 and Tier 4 provinces).
 • RitaVo Group not only opened stores of existing models, the company also launched
new format such as “Rita Vo Mega Depot” in 1 store Binh Duong and new brand
“MuaNhanhVatLieuXayDung” with current 6 stores.
• Baya opens 3 new stores: 1 store in HCMC and 2 stores in NovaWorld projects (Baria
Vung Tau & Binh Thuan). NovaGroup is rumored to invest in Baya through one of its
units Nova Capital Partners.

11. F&B Services (Q3 2022)

• Golden Gate maintained its leader position, with total 15 new stores added, mainly
located in Hanoi & HCMC. Meanwhile, its head-to-head competitor Redsun ITI
remained flat with no new stores opened.
• 2nd tier leading F&B operators expanded Thai restaurants in their portfolio such as
Chang of QSR Vietnam (+1 HCMC) and Som ตำ Thai of Takahiro Group with 2 new
stores opened in Hanoi and HCMC.
• Small upcoming players operating Thai restaurants also opened new outlets such as
Chilli Thai, Boat Noodle and Koh Yam.

12. Playground (Q3 2022)

• Overall market shrank as leader Tini World scaled down. While #2 Kubo has the
most significant expansion.
• In Q3 Kubo opened 1 new outlet in Coopmart Cam Ranh, Khanh Hoa (Tier 3).

13. Mom & Baby (End of June 2022)

• The market has a growing number of outlets (+176 outlets in 1H 2022).
• Leader Con Cung accounts for nearly 60% to total market. They opened 99 new
stores in 1H 2022: Hanoi (+3), HCMC (+25), Tier 2 (+33), Tier 3 (+24), Tier 4 (+14)
• Others in Top 4 including BiBo Mart, Kids Plaza, Tuticare opened new 10, 13, and 17
stores respectively, spreading in all tiers.
• AVA Kids (under MWG) after 1st launch in January has reached over 50 stores
according to plan (Average 10 stores/month); no presence in Hanoi yet.

14. Cafés (End of June 2022)

• Café market recorded 5,265 stores, grew by 7% YoY.
• Coffee shops:
- Phuc Long tops the list thanks to Masan’s ownership stakes, bringing additional
over 900 points of sales in Winmart apart from their own standalone stores.
- Milano Coffee had a large number of stores closed down (-901).
- Katinat Saigon Kafe since the beginning of the year has launched many concept
stores at good locations.
- Café Amazon opened 3 new stores.
• Tea shops:
- Most of tea chains are shrinking.
- However, Vietnamese brand TocoToco expanded & overthrew Dingtea for 1st
place with additional 19 stores, bringing total to 143.