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MWG shoots for breakthrough growth in Cambodia, eyeing other oversea markets

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Bluetronics – Mobile World Investment Corporation (MWG)’s household electronic appliance chain in Cambodia, similar to the Dien may Xanh chain in Vietnam, will celebrate its 20th store by the end of September to then start gunning for 50 stores before the year is out.

This even marks the first milestone in the retail group’s ambition to scale up market coverage and acquire the leading position by the end of this year.

According to MWG’s market development team, the household electronic appliance sector in Cambodia is reminiscent of the Vietnamese market about a decade ago when choice of goods was limited, while the market was awash with goods of unknown origin and quality as well as parallel imports. The modest number of stores also limits access to warranty and after-sales services. According to statistics from MWG, the largest household electronic appliance chain has 20 stores in the country while all competitors have less than 50 stores altogether.

This even marks the first milestone in the retail group’s ambition to scale up market coverage and acquire the leading position by the end of this year.

According to MWG’s market development team, the household electronic appliance sector in Cambodia is reminiscent of the Vietnamese market about a decade ago when choice of goods was limited, while the market was awash with goods of unknown origin and quality as well as parallel imports. The modest number of stores also limits access to warranty and after-sales services. According to statistics from MWG, the largest household electronic appliance chain has 20 stores in the country while all competitors have less than 50 stores altogether.

The target of opening 50 stores by the end of the year showcases MWG’s determination to conquer this overseas market. Putting the enormity of the task in perspective, the development team shared that opening a store in Cambodia is 10 times more difficult than in their home market.

While Cambodia is not a large market, it is nevertheless an important market for MWG. Doan Van Hieu Em, CEO of MWG, said, “By increasing our network to 50 stores, we would occupy 50 percent of the market. However, the most important target is that MWG will bring this successful recipe to other countries, targeting Indonesia, the Philippines and more.”

“In Vietnam, MWG achieved success with the Dien may Xanh model. While we have a winning recipe, we only need to adjust it to fit the culture of each new market,” Hieu Em said.

Notably, in Cambodia MWG applied its Dien May Xanh model and enlisted plentiful local expertise to help tweak it in a myriad way under the watchful eyes of a few Vietnamese senior managers. This has helped Bluetronics localise not only décor but even promotions and after-sales services to suit the local customers’ taste.

“MWG’s suppliers include several global groups who can easily accompany us in our overseas endeavours, ‘Dien may Xanh oversea’ will be the new future of Thegioididong brand,” Hieu Em said.

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