Guests experiencing products at Masan's Annual General Meeting of Shareholders
Masan's fast-moving consumer goods segment - Masan Consumer (UPCoM: MCH) recorded revenue of VND7,489 billion, up 13.8% year-on-year. MCH's operating profit (EBIT) was VND1,736 billion, up 13.8% year-on-year; Pre-tax profit before minority shareholder distribution (NPAT Pre-MI) reached VND1,614 billion.
WinCommerce (WCM) retail chain continued to bring in positive profits in the first quarter of 2025, NPAT Pre-MI reached VND 58 billion, an increase of VND 132 billion thanks to same-store growth (LFL), network expansion and increased number of shoppers. WCM revenue reached VND 8,785 billion, an increase of 10.4% over the same period.
Customers shopping at WinCommerce supermarket system
The first quarter of this year marked an important milestone in bringing sustainable profits to Masan's branded meat segment - Masan MEATLife (MML). Accordingly, MML's NPAT Pre-MI reached VND116 billion, an increase of VND163 billion thanks to favorable pork prices, increased pork value and optimized processed meat structure. Revenue reached VND2,070 billion, an increase of 20.4% over the same period.
At the 2025 Annual General Meeting of Shareholders held last April, Masan announced that it had completed the 5-year phase of building a consumer - retail platform (2020-2024). From a traditional FMCG company, Masan has successfully built an integrated platform of Consumption - Retail - Technology. The growth platforms resonate with each other, helping the Group's after-tax profit in 2024 increase 4 times.
Consumers shop for Masan Consumer products
Mr. Danny Le, CEO of Masan Group, affirmed: "At last year's General Meeting of Shareholders, we committed to shareholders that Masan would return to the path of profitable growth, and we are proud to have done this in 2024. Looking forward, we will continue to focus on aggressively scaling up our growth pillars with sustainable profits and the 'Go Digital' strategy will be the driving force to help us maximize the synergy between our Consumer - Retail - Technology platforms."
Masan's positive results from 2024 to present clearly reflect the success of its consistent strategic orientation: not only expanding scale but also focusing on optimizing operations and increasing operational efficiency across the entire ecosystem. From 2025, according to the company, Masan will enter Phase 2. Focus on accelerating on key pillars:
Network Growth - Platform Reaching Over 100 Million Consumers
By 2025, Masan's retail segment aims to expand to 4,500+ points of sale, an average of ~2 stores/day, of which 1,900 stores are in rural areas. WCM will also pilot the WiN+ model, cooperating with traditional retail, providing essential products and membership incentive programs.
Consumers shop for MEATDeli chilled meat
Growing Spending Share - Expanding the Market for "Strong Brands"
Masan is promoting its premiumization strategy with CHIN-SU and Nam Ngu in the Spices industry, expanding convenience foods to out-of-home consumption and promoting the "Go Global" strategy. In addition, Masan's branded meat segment has recorded a strong transformation from unbranded before 2020 to the first quarter of 2025, with branded meat sales accounting for 56% of this industry's sales at the WCM chain. In the future, MML will cooperate with WCM to bring products to traditional retail channels through the WiN+ system, aiming for a market opportunity worth 2 billion USD.
Membership Growth - Connecting Brands, Retailers and Consumers
Masan's WiN Membership Program with 11 million members is developing into a loyalty ecosystem, integrating financial, consumer and lifestyle services. According to Masan's representative, this program not only accumulates points but is also a direct interaction channel between the brand and consumers, with initiatives implemented throughout the year such as "Brand Week" helping sales during Tet 2025 increase by 36%.
Chin-su chili sauce makes a grand appearance in the bustling culinary district of Dotonbori, Osaka
Go Digital: The Key to Growth
According to Masan representative, the comprehensive digitalization process is not simply automating processes but also fundamentally changing the way businesses interact with consumers.
The WiN membership program will become a direct data bridge between brands - retailers - consumers, allowing for optimal personalization of offers, care and communication. This will not only help improve customer experience but also create a superior competitive advantage for the Masan ecosystem in the future.
Having passed the milestone of completing the consumer - retail platform, Masan is showing a clear profitable growth path with the key "Digital Transformation" helping businesses exploit the full potential of the ecosystem, serving consumers better and better. With positive growth momentum in the first quarter of 2025, solid strategic pillars and clear strategic focus, Masan is on the journey to realize the goal of becoming the leading consumer - retail - technology platform in Southeast Asia.