The Young and Venerable Vietnamese Brand Embraces E-commerce with a Powerful Transformation

Vinamilk’s E-commerce Sales Soar by Six Times

Established in 1976, Vinamilk has stood strong and thrived over nearly half a century in the market. The brand has earned its reputation as a household name in Vietnam, thanks to its exceptional product quality, innovative technology, and widespread popularity. Almost every Vietnamese family has at least one Vinamilk product in their home.

As time went on, the market became more competitive with the emergence of new players, and consumer shopping preferences shifted towards online channels. The 48-year-old brand proactively sought out an online sales channel to quickly reach consumers.

“The answer was e-commerce. It is one of our strategic channels to offer diverse shopping options to consumers and help Vinamilk conveniently study their behavior and preferences to meet their needs timely,” said a brand representative.

The e-commerce customer base tends to be younger and increasingly health-conscious, favoring natural products. During the recent 11.11 Super Shopping Day event, Vinamilk’s sales on Shopee surged by 18 times compared to a regular day. On the same day, the brand’s livestream sessions on Shopee Live attracted 140,000 views, resulting in a tenfold increase in revenue. This impressive performance landed Vinamilk in the top 5 standout brands at Shopee’s 11.11 event, alongside Cocoon as one of the two Vietnamese brands in the ranking.

Vinamilk tops the chart as one of the most outstanding brands at Shopee’s 11.11 event, driven by remarkable revenue growth.

Overall, Vinamilk’s business performance on Shopee in 2024 compared to 2023 has been exceptional, with a sixfold increase in sales and a sevenfold growth in order volume. Products targeted at mothers, babies, and Gen Z are also experiencing strong growth, aligning with Vinamilk’s strategy and Shopee’s core young customer base. According to Vinamilk representatives, the platform’s new video and livestream features effectively convey the brand and product stories to consumers.

Thien Long Sells 10,000 Orders in a Single Day, Growing by Over 350%

The over-40-year-old brand ventured into e-commerce in 2018. The rapid development of the online market, especially post-COVID-19, has significantly influenced consumer behavior.

In the first nine months of 2024, Thien Long’s official stores on various e-commerce platforms achieved remarkable results, with sales more than doubling compared to the same period last year. The brand also ranked first in the best-selling list in the Books and Office Supplies category on Shopee during the recent 11.11 event. Specifically, on November 11, the company sold 10,000 orders, reflecting a growth of over 350% compared to a typical day. The best-selling products included paper, ballpoint pens, gel pens, and student calculators.

Thien Long’s distribution warehouse operates at maximum capacity to pack and deliver thousands of orders to customers during the 11.11 sale event.

These outstanding results can be attributed to attractive discount programs and effective livestream sessions. Thien Long frequently participates in Shopee Live and Freeship Xtra promotions, enjoying enhanced visibility and voucher benefits. “These two support packages are highly relevant to our customers’ needs and have significantly contributed to achieving our sales targets,” shared a Thien Long representative.

Currently, the brand is focusing on promotional products for the upcoming appreciation season on November 20, offering deep discounts on best-selling combos until Teachers’ Day. Furthermore, Thien Long plans to invest significantly in video clip and livestream production to increase brand presence on Shopee Live & Shopee Video. In parallel, the brand will develop new product lines and combos ‘Made in Vietnam’ to cater to the diverse needs of its customers.

Thien Long has been a part of many Vietnamese consumers’ childhoods. In recent years, the brand has rejuvenated itself with trendy product lines and aggressive promotions on e-commerce platforms.

“Startup Unicorn” Coolmate Achieves Million-Dollar Revenue in a Single Livestream

Coolmate has been selling on the Shopee e-commerce platform since 2019, and it remains their primary sales channel. Despite being just five years old, Coolmate has firmly established itself in the market, consistently ranking first among the best-selling brands in the men’s fashion category on Shopee.

During the recent Singles’ Day sale event on Shopee, Coolmate’s sales on November 11 soared by 12 times compared to a regular day. The brand also achieved a remarkable milestone, generating million-dollar revenue in a 20-hour livestream session. Underwear remained the best-selling product, with over 20,000 pairs sold.

Comparing the performance from the beginning of 2024 to the same period last year, this “startup unicorn” has grown by an impressive 50%.

Besides a solid business strategy and the e-commerce platform’s strong support, Coolmate’s most significant advantage is its ability to localize the entire production process, from fabric and thread to buttons. This optimization of production costs has made the brand more accessible to the majority of consumers. Additionally, by staying on top of fashion trends, proactively adopting modern production technology, and experimenting with new materials, Coolmate has become a prime example of “high-quality Vietnamese goods.”

“Our goal is to establish a completely localized supply chain in Vietnam, fostering a sense of pride among consumers and enhancing the brand’s reputation and position in the market,” shared a Coolmate representative confidently. “Throughout this journey, e-commerce has been an indispensable piece of the puzzle.”

According to Shopee’s internal statistics after the 11.11 event, local sellers witnessed a tenfold increase in order volume on November 11 compared to an average day, underscoring the “leveraging” power of e-commerce in the growth trajectory of businesses.