Page 21 - [STUDY CASE_GROCERY WARS] Report
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MASAN’S INFORMATION SYSTEM
ORGANIZATION
Masan is gradually realizing the "Point of Life" strategy, providing an
ecosystem of experiences to serve the financial, educational, social,
entertainment, and healthcare needs of consumers.
CVLife - Model applying the The potential future picture of
theory "3 circles of needs the “Point of Life” strategy
To realize this direction, Masan applies The special feature of Masan's
the theory of "3 circles of demand" consolidating platform for consumer
including necessities, financial retail is not only the integration of
products and social needs. After a utilities at existing points of sale
series of deals such as spending $ 15 (offline) but also integration with
million to buy 20% of the shares of online points of sale. Masan Group's
Phuc Long coffee and tea chain, management emphasized that The
announcing its encroachment into CrownX's strategy will be offline-to-
the telecommunications field with the online, not vice versa. That is, before
acquisition of 70% Mobicast (network thinking about going online, The
MVNO Reddit), Masan continuously CrownX must become the number 1
opened multi-experience CVLife offline essentials distributor in
model stores, aiming to integrate Vietnam.
more digital services from Mobicast. In In the next 5 years, The CrownX aims
June 2021, the first CVLife store was to own 10,000 self-operated stores,
opened in Hanoi integrating 20,000 franchised stores, revenue
WinMart+, Techcombank and Phuc reaching VND 250,000 billion in a
Long. 4 months later, the second good scenario, serving 35-50 million
CVLife store was opened in Cityland customers. Currently, the platform
Go Vap residential area. This is also the has nearly 2,500 supermarkets/stores
first CVLife store in Ho Chi Minh City WinMart/WinMart+, serving more
and the southern region. than 300 million customers per year.
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