Apple, Samsung, Xiaomi strengthen their own sales chains in Vietnam


Apple and Samsung are working with retailers in Vietnam to increase the opening of specialized stores that only sell their products. Xiaomi is no exception.

On January 17, a series of Samsung Premium Store (SPS) stores will be opened in Hanoi and Ho Chi Minh City. These are stores authorized by Samsung, the retailers behind doing the operation.

SPS stores will only sell Samsung products, but retailers have the right to place their own brand identity system next to it. For example, five stores that are about to open soon will have the brand names SamCenter and MTSmart, both of which are behind two familiar retailers in the market.

According to sources, Samsung will promote this store model in 2022 in Vietnam.

Before the opening of SPS, Samsung had a SES (Samsung Experience Store) model that also operated in the same form as above, but the retailer’s brand name could not appear in the store. Customers entering the SES store will assume that the store is owned by Samsung, not knowing that the staff are all retailers.

Speaking to ICTnews, a representative of SamCenter said that the SPS model, in addition to displaying products, also sets revenue targets. Therefore, operating retailers will actively launch promotions and discounts to sell goods.

Meanwhile, MTSmart said that it has just opened an SPS store, if it sees the potential, it will continue to invest more heavily. However, he believes that the name of the Samsung brand and its No. 1 position in the market will draw customers to specialized stores.

The SPS model is quite new to Samsung in Vietnam, but before that Apple opened similar stores, called Mono Stores, which are separate stores that only sell Apple products. Currently, retailers such as The Gioi Di Dong, ShopDunk are rushing to open new Mono Stores of this type, under the brand names TopZone and ShopDunk.

Image of iLuxe store nearing completion.

This weekend, the iLuxe store following the model of Mono Store will also launch in Ho Chi Minh City. This store has an area of ​​​​about 180 square meters, selling most of the genuine Apple products. Speaking to ICTnews, a representative of iLuxe said that in 2022, more stores will be opened in Hanoi, Da Nang, and Can Tho.

It seems that companies are having a trend of opening new specialized stores that only sell their products. Last week, Xiaomi cooperated with Digiworld to open Xiaomi Zone at Van Hanh Mall (HCMC). Speaking to ICTnews, Mr. KM Leong – CEO of Xiaomi Southeast Asia – said that he will expand Xiaomi stores across the region to 1,000 in 2022, a sharp increase from the current 150.

Mr. Pham Tuan Anh, representative of ShopDunk chain, assessed that the specialized stores of the brands will help users get an experience throughout the products, more enthusiastically consulted by a team of well-trained staff. .

“In addition, when entering specialized stores, customers will avoid the case of employees of other firms trying to buy products,” Mr. Tuan Anh told ICTnews. He also emphasized that a company’s specialized stores also help the company listen to customers’ opinions better, and more strongly when compared to mass retail channels.

Meanwhile, the iLuxe representative assessed that Apple’s specialized stores in particular and other brands in general will help users have a comfortable experience space before buying. In particular, customers who have been loyal to a brand will tend to go to that brand’s specialized stores to visit the entire ecosystem, and experience the full range of products compared to the store. usually, common, normal.

Just opened in October, but by the time of this writing, Mobile World has opened 16 TopZone stores in different provinces. According to some information, this month this chain will open their largest APR (Apple Premium Reseller) store in Hanoi.

Doan Van Hieu Em, CEO of Mobile World and Dien May Xanh, said that each TopZone store currently brings in over 25 billion VND/month, which is about 5 times higher than a Dien May Xanh store. medium. After this model stabilizes, the novelty decreases, Mobile World leaders expect that each TopZone store can bring in 8-10 billion VND/month.

Pham Tuan Anh forecasted that when Apple, Samsung, and Xiaomi successfully build the specialized store model, other brands may jump in. Currently, most brands have shops to experience and display products, but these stores are only for visitors and have not placed much emphasis on revenue compared to the new, recently-appeared model. .

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