Accelerating retail modernization: Masan invests heavily in technology and integrated supply chain

(Chinhphu.vn) - In the context of Vietnam promoting innovation and transforming its growth model, Masan is emerging as one of the pioneering enterprises in modernizing the retail industry. Masan Group CEO Danny Le emphasized the strategy of investing heavily in artificial intelligence, big data and integrated supply chains, aiming to improve operational efficiency, optimize costs and better serve 100 million Vietnamese consumers.

On July 9, 2025, the Techcombank Investment Summit 2025 with the theme "New Vietnam: Vision for Value Creation" took place in Hanoi. The conference was attended by Deputy Prime Minister Ho Duc Phoc, along with policy makers, businesses, investment funds, and global experts.

Speaking at the conference, Deputy Prime Minister Ho Duc Phoc stated that Vietnam is implementing drastic measures to innovate, promote economic development, and realize its aspiration to rise up in the new era.

In recent times, Vietnam has actively reformed its institutions to promote development drivers. In particular, the Politburo has issued resolutions on supporting private economic development, promoting technology, innovation, and building institutions.

Deputy Prime Minister Ho Duc Phoc emphasized that these resolutions form an important foundation and a guideline for breakthroughs and promoting Vietnam's development in the coming time.

In the context of many fluctuations in the world, with the ability to respond flexibly and effectively, in the first half of 2025, Vietnam achieved a growth rate of 7.52%; striving for a growth rate of 8% for the whole year; creating a basis to aim for a double-digit growth target in the coming time.

At the same time, Vietnam also promotes infrastructure development, building highways, airports, and ports; transforming the growth model based on innovation, digital transformation, green transformation, high technology... to create a foundation for sustainable development.

Investing in artificial intelligence, machine learning and data

At the conference, Mr. Danny Le, General Director of Masan Group, said that from the perspective of international investors, Vietnam is emerging as a regional innovation hub, not only because of its stable macroeconomic foundation but also thanks to its young, talented technology workforce that is ready to adapt to the pace of global development.

Mr. Danny Le, General Director of Masan Group, spoke at the Conference

"Vietnam has human resources, aspirations and is on a strong growth trajectory. This is a good time to attract new capital flows ," said the CEO of Masan Group.

Talking about the potential of modern retail, Mr. Danny Le said that currently, modern retail channels in Vietnam only account for 12%. Meanwhile, this rate in neighboring markets such as Thailand or Indonesia is from 30 - 50%.

To accelerate retail modernization, building an integrated end-to-end supply chain and developing a data platform are key factors.

"Investing in artificial intelligence, machine learning and data platforms will open up huge opportunities to improve customer experience, optimize costs and improve operational efficiency. These are core factors that help increase productivity and reduce product costs - things that modern consumers are very interested in," said Mr. Danny Le.

Previously, at the General Meeting of Shareholders held in April 2025, Masan said it was deploying Digital Twin technology to simulate and optimize the entire value chain - from brand, retail to consumers. Digital Twin technology is expected to maximize synergy, reduce costs and realize Masan's offline-to-online integration strategy. On the Digital Twin platform, WinCommerce (a subsidiary of Masan and the operator of the WinMart, WinMart+ retail chains) will enter a new growth phase, expanding the minimart model more effectively, more intelligently and especially more profitably.

Customers shopping at WinMart supermarket system

Closed consumer - retail value chain

Owning a closed consumer-retail value chain from production to distribution, Masan is gradually realizing its strategy of becoming a technology-integrated consumer-retail platform serving 100 million Vietnamese consumers. From planning, production, logistics to multi-channel distribution, the entire product journey is tightly controlled by this enterprise, the core factor creating sustainable growth and outstanding profit margins.

Masan owns a consumer goods manufacturing platform through its member companies such as Masan Consumer, Masan MEATLife, WinEco and integrates financial products and services with Techcombank. Operations and logistics are handled by the internal logistics company SUPRA, helping to optimize inventory, automatically replenish goods and increase market coverage. In the retail segment, the Group directly reaches consumers through a modern retail network of more than 4,000 WinMart/WinMart+/WiN stores and supermarkets.

Masan's complete consumer - retail supply chain

With the advantage of owning a closed consumer - retail chain, Masan aims to improve efficiency in supply chain management and reduce production costs by 15-20%, through digitizing processes and optimizing operations. Not only applying digitalization to its WinMart/WinMart+ retail chain with more than 4,000 points of sale, Masan also plans to cooperate with traditional retail stores to accelerate bringing modern retail consumer experiences to every block and every street corner across Vietnam.

All of this is not only a transformation opportunity for Masan, but also contributes to promoting the development of the entire retail industry and the Vietnamese economy more broadly.

Vinh Hoang

Source: https://baochinhphu.vn/tang-toc-hien-dai-hoa-ban-le-masan-dau-tu-manh-vao-cong-nghe-va-chuoi-cung-ung-tich-hop-102250710173037365.htm