Masan Group Unveils Vietnam Consumer Operating System At 2026 AGM

KUALA LUMPUR, April 27 (Bernama) -- Masan Group Corporation, together with its listed subsidiaries Masan Consumer and Masan MEATLife, held their 2026 Annual General Meeting in Ho Chi Minh City under the theme “The Great Connectivity – Đại Kết Nối”.

The theme reflects Masan’s multi-year transformation toward building Vietnam’s consumer operating system (cOS), an integrated platform designed to connect retail, brand, and digital ecosystems.

In a statement, the company said the initiative aims to address long-standing fragmentation in the consumer market and improve efficiency across the end-to-end retail value chain.

At the core of the strategy is WinCommerce (WCM), Masan’s retail platform, which has completed its turnaround and is targeting profitability in 2026. The company plans to expand its network to around 6,100 stores by end-2026, with a strong focus on rural areas, where modern trade penetration remains relatively low.

Masan also outlined a long-term target of reaching approximately 13,000 stores by 2030, supported by improving unit economics, faster store payback periods, and continued scale benefits from its retail footprint.

Beyond its owned retail network, Masan is expanding its reach through Retail Supreme, a platform designed to digitally integrate Vietnam’s traditional general trade ecosystem. The initiative enables direct territory-based engagement with retailers, improving distribution efficiency and strengthening brand presence in fragmented markets.

The company said Retail Supreme has significantly expanded its active retail coverage and improved ordering frequency and stock-keeping unit (SKU) penetration, with further scaling expected as it deepens engagement with general trade partners nationwide.

Masan also highlighted its Brand Engine strategy, which focuses on scaling branded consumer products across food and daily essentials. The company aims to expand its portfolio of mega brands and increase penetration of branded products in key categories, including protein, across Vietnam.

Supporting these initiatives is Masan’s Digital Engine, anchored by its WinX platform, which connects consumers, retailers, and brands through data-driven intelligence. The system enables real-time decision-making across store expansion, product assortment, pricing, and marketing execution, supported by its logistics platform Supra to enhance supply chain efficiency.

Masan Group chief executive officer, Danny Le said that “The Great Connectivity” reflects the company’s commitment to Vietnam, adding that integrating its brands, retail network and digital intelligence delivers benefits for consumers, employees and shareholders.

-- BERNAMA