Masan embraces digital transformation to unlock full potential

This announcement came during the 2024 annual general meeting (AGM), held on Friday in Ho Chi Minh City, where Masan and its key subsidiaries, Masan Consumer (HNX-UPCoM: MCH) and Masan MEATLife (HNX-UPCoM: MML), united under the theme "What We Make. Makes Us. Made for You."

In addressing shareholders, CEO Danny Le shared the company's successful outcomes, affirming that Masan has fulfilled its commitments of the previous year.

"Last year, we pledged to return to growth with profitability, and in 2024, Masan Consumer achieved nearly double-digit growth in both revenue and profit. WinCommerce (WCM) and Masan MEATLife have also reached net profit after taxes (NPAT) profitability, demonstrating that growth and profitability can go hand in hand," he stated.

Le further noted that the results from the first quarter of 2025 reinforce the strength of Masan's transformation, with a pivotal focus on hyper-scaling its growth pillars alongside sustainable profitability.

A cornerstone of this transformation is the "Go Digital" strategy, which aims to create a digital twin of Masan's brick-and-mortar operations.

This initiative will integrate supply chain management, brand manufacturing, store operations, and customer interactions while leveraging artificial intelligence and machine learning for process automation. It is designed to enhance scalability and productivity, as well as develop a real-time omnichannel experience for consumers.

Nguyen Thi Phuong, CEO of WinCommerce, highlighted the achievements made during WCM's restructuring phase, which yielded positive NPAT figures in 2024.

"WCM's mission is to deliver value to every household in Vietnam and to establish itself as a new commerce platform built on Masan's technological strengths and power brands," Phuong remarked.

Truong Cong Thang, CEO of Masan Consumer, reiterated MCH's vision to be a "Local Champion, Global Bound."

With products reaching 98 percent of Vietnamese households and distribution extending to 26 countries, MCH is reinforcing its market presence.

In 2024, MCH posted a 20 percent compound annual growth rate in net profit in the fiscal year 2022 to 2024, while maintaining industry-leading margins: a 46 percent gross margin and a 27 percent Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA) margin.

These results are attributed to a robust strategy encompassing superior products, strong branding, retail excellence, and financial discipline.

Dinh Hong Van, Senior Marketing Director of Seasonings Category, shared the continuation of CHIN-SU's premiumization strategy to consolidate the unbranded seasonings market in Vietnam and prepare the brand for global expansion.

As the flagship brand for Vietnamese cuisine, CHIN-SU is set to "Go Global" — beginning with its signature chili sauces.

Nguyen Truong Kim Phuong, Senior Marketing Director for the Convenience Foods Category, introduced the next phase of MCH's Home-Meal-Replacement and Restaurant-Meal-Replacement strategy with the launch of the new "Quán Xá Châu Á" (Asian Street Food) collection.

This offering targets budget-conscious customers, leveraging innovations in self-heated hotpots and self-cooked rice to deliver convenient, high-quality meals at an accessible price point of US$1.

Masan Group is committed to the principle of "doing well by doing good," aiming to provide better products and services to Vietnam's 100 million residents and global consumers. The company's focus on productivity through technological innovations and trusted brands seeks to make daily essentials more affordable for all.

As Masan embarks on this digital journey, the aim is clear: to leverage technology in creating lasting value for both the company and its consumers.