Applying Technology to Optimize Supply Chain and Reduce Loss in Modern Retail

In its strategy to modernize the consumer-retail industry, Masan considers technology to be the key to improving operational efficiency and adding value to the entire ecosystem. In the meat segment, Masan MEATLife (MML) is leveraging solutions such as the WiNARE platform to optimize the supply chain. The combination of technology and the 3F integrated meat value chain helps MML both control quality and expand coverage, affirming its position in the branded meat industry in Vietnam.

Digital transformation creates sustainable competitive advantages for businesses

At the Q2/2025 investor meeting, Mr. Yuri Misnik, Chief Technology Officer of Masan Group, emphasized that the current digital transformation strategy is not just a simple technology project, but is considered an important foundation for Masan to restructure the entire group's operations. The goal is to optimize cost management, streamline operational processes, and improve data-based decision-making capabilities. Core technology systems, including data platforms and artificial intelligence (AI), must be deployed quickly while ensuring flexibility and suitability to the practical needs of the business.
WiNARE is an important technological step forward that helps Masan modernize the retail industry in Vietnam. This platform gradually replaces manual processes with a smart ordering system that applies artificial intelligence and real-time data, increasing accuracy, reducing errors, and improving the ability to deliver fresh products to consumers.
According to information from the company, Masan has successfully deployed the WiNARE order automation system across many key product lines, expected to help reduce the workload of store staff by at least 15%. By applying technology to forecasting and ordering, staff have more time to serve customers instead of processing manually.

Currently, WiNARE has been applied to the chilled meat and FMCG industries. By the end of 2025, nearly 70% of product lines at the WinCommerce retail chain will be automated or semi-automated, with a roadmap to expand to other frozen and fresh product lines such as seafood, vegetables, fruits and processed foods. The business has achieved positive initial results: In Ho Chi Minh City (614 stores), the spoilage rate for the meat industry has decreased sharply by nearly 2% of revenue in the period from May to the end of August 2025. Thanks to that, the loss cost has been reduced by tens of billions of VND per month. In parallel, the DR ratio (product presence rate on the shelf) has improved from 80% to nearly 90% by the end of August 2025 while maintaining reasonable inventory, promoting store revenue growth.

However, the rapid expansion of retail systems and the application of new technologies also come with certain challenges. Enterprises need to continue to optimize logistics, standardize data and train staff to ensure WiNARE operates effectively on a large scale. At the same time, the trend of safe and high-quality consumption still goes hand in hand with price pressure, requiring enterprises to balance between added value and consumers' ability to pay.
Health and quality - consumer priority
Vietnamese people increasingly value the origin and safety of food, especially after epidemic and food safety incidents. According to a survey by Cimigo (2022), 61% of consumers pursuing a healthy diet and 72% of those who are knowledgeable about safety standards are willing to spend 10% more for products that meet VietGAP, Organic or ISO standards. This shows that safety and health have become key factors in food choices.

The trend of “clean eating - healthy living” along with the rapid development of modern retail creates a large space for branded processed meat products. With a portfolio of chilled meat, standard processed meat and a wide distribution network, Masan MEATLife (MML) is taking advantage of this. The enterprise develops an integrated meat value chain 3F (Feed - Farm - Food), controlling from animal feed to processing, owning MEAT Ha Nam and MEATDeli Saigon factories with a total capacity of hundreds of thousands of tons of meat/year, along with a high-tech pig farm in Nghe An that meets GLOBALG.AP standards, applying renewable energy to reduce emissions and protect the environment.

In July 2025, MML's average daily revenue at each store in the WCM chain reached nearly VND2.3 million. In the case that MML is present in all ~4,200 WCM stores, the estimated average daily revenue could reach nearly VND9.5 billion, reflecting significant growth potential from the modern retail channel. In addition, MML also contributes 69% to total meat revenue at WCM, up from 62% in Q2/2025 and much higher than previous years (49% in 2023 and 55% in 2024). This shows the growing role of MML in driving meat revenue at WCM, while reflecting a sustainable and positive growth trend.

Source: https://www.masangroup.com/vi/news/masan-news/Technology-Applications-Optimize-Supply-Chain-and-Reduce-Losses-in-Modern-Retail.html