This strategy has evolved into a Direct Coverage distribution model - not only a new growth engine for the company, but also an adaptive response to the deep structural changes reshaping the distribution landscape. By September 2025, MCH successfully completed the nationwide rollout of its new Direct Coverage system.
Traditional Retail - The “Backbone” of Vietnam’s FMCG Market Undergoing Restructuring
Vietnam’s FMCG sector is witnessing structural shifts in the traditional trade (GT) channel, which still accounts for more than half of total industry revenue. Following the introduction of the new tax policy for household businesses in 2025, many retailers - from large distributors to small mom-and-pop stores - have adjusted their purchasing and inventory policies to better align with evolving cost structures and consumer demand.
While reducing inventory has helped retailers manage financial risks, it has also slowed the circulation of essential goods across certain product groups.
Under the new regulations effective June 1, 2025, household businesses with annual revenue above VND 1 billion, as well as those operating POS or electronic invoicing systems, must issue e-invoices with real-time data transmission. From January 1, 2026, the lump-sum tax regime (“thuế khoán”) will be completely abolished, replaced by a declaration-based tax system under which household businesses will be classified into three tiers based on revenue size.
This reform aims to standardize tax administration and improve transparency across business models. However, during the transition period, many small retailers are still adapting - resulting in temporary supply flow disruptions in some areas.
Masan Consumer’s Solution: The Direct Coverage Model
In response, Masan Consumer implemented the Direct Coverage model, a solution that allows the company to engage directly with retail points, reduce intermediary layers, and better manage inventory levels and market responsiveness.
The model is designed to support both retailers and consumers during this transition while helping MCH build a more flexible, data-driven, and sustainable distribution platform - one ready to capture the next phase of FMCG growth.
Built on three core pillars - people, technology, and cost efficiency - the system transforms MCH’s sales operations from fixed-route management to territory-based dynamic coverage, enabling independent outreach to new retail stores.
At the same time, MCH has strengthened salesforce productivity through a digital management platform that connects market and distribution data in real time.
After the pilot phase, the model delivered impressive early results:
Point-of-sale coverage increased by 62%
Average employee productivity improved by 48%
These outcomes demonstrate the early success of Masan Consumer’s new go-to-market approach. The strategy is powered by artificial intelligence (AI) and real-time data analytics, allowing Masan Consumer to scale efficiently while maintaining strong operational control.
AI tools assist sales teams in identifying priority outlets, recommending tailored product assortments and promotions for each region, while every retail point is assigned a unique QR code to track sales, inventory, and customer feedback.
This seamless integration of technology and data enables flexible inventory management, minimizes stock levels, and maintains supply chain stability even amid volatile market conditions.
According to company data, the restructured salesforce under the Direct Coverage model can now serve 1.5x more outlets compared to the previous system.
Each sales representative can plan visits, receive notifications, and manage customer lists directly through a mobile platform, optimizing route planning and time management. As a result, products reach consumers faster, brand presence deepens, and the company’s responsiveness to market demand improves significantly.
After more than a year of implementation, the new market coverage strategy has delivered positive initial results, enabling Masan Consumer to maintain stable growth and strengthen its presence across key regions.
However, the company remains focused on fine-tuning the model, particularly in data integration and process standardization across the nationwide network.
Transitioning from a traditional to a proactive, technology-driven distribution system requires substantial investment in digital infrastructure, sales training, and cross-functional coordination between production, sales, and data management. These efforts take time to mature, ensuring a robust and locally adaptable operating framework. “Direct Coverage is one of Masan Consumer’s key strategic initiatives, developed over the past year to enhance technological capabilities and optimize distribution efficiency,” said Huỳnh Việt Thăng, CFO of Masan Consumer. “Once the system operates at full stability, we expect it to strengthen our operational foundation, improve cost control, and enhance the company’s long-term competitiveness.”
Looking ahead to H2/2025 and beyond, Masan Consumer will focus on expanding the Direct Coverage model nationwide and deepening its integration with WinCommerce’s retail network, aiming to build a seamless, efficient, and sustainable supply chain.
This market coverage strategy serves as a long-term foundation, enabling Masan Consumer to reinforce its distribution strength and prepare for the next stage of growth as the market gradually returns to equilibrium.