At the 2023 Annual General Meeting of Shareholders, MWG Chairman Nguyen Duc Tai introduced the individual responsible for operating the Bach Hoa Xanh chain. The chosen candidate was Pham Van Trong, a Master of Mathematics and Computer Science, who joined MWG in 2004 and served as the chief architect behind the group’s ERP system.
This appointment gained further attention with Mr. Tai’s statement: “This is the first CEO appointment where we’ve finalized the role, but he won’t receive a salary next month… Once appointed, he’ll work without pay until everything becomes effective.”
Placing a technology expert with deep data system expertise in the highest operational position indicates MWG’s strategic focus for Bach Hoa Xanh will be driven by quantitative analysis.
Data-Driven Restructuring
Bach Hoa Xanh on De Tham Street, Ho Chi Minh City, temporarily closed in 2022. Photo: NLĐ
The restructuring of Bach Hoa Xanh, initiated in late 2021 and intensified in 2022, was a response to the consequences of prior aggressive but inefficient expansion. Based on performance data analysis, MWG made the decision to close numerous stores. Starting in April 2022, over 400 Bach Hoa Xanh stores were shut down to eliminate underperforming or high-cost locations.
Additionally, internal data analysis revealed a core issue: an inefficient product range of 4,000–5,000 SKUs. Leveraging sales data and customer behavior insights, Bach Hoa Xanh restructured its catalog, reducing SKUs to approximately 2,000–3,000 and focusing on its strength in fresh produce .
This move was described by Nguyen Duc Tai as “returning to the fundamentals.”
To address cancellation issues, Bach Hoa Xanh transitioned from manual estimation to technology-driven decision-making.
MWG’s 2024 Annual Report confirmed the implementation of a “Semi-Automated Forecasting and Purchasing System,” utilizing “artificial intelligence (AI) and big data analytics to predict purchasing needs.”
The system’s technology director mentioned on VietNamNet that they employed “over 10 algorithms simultaneously” to ensure accuracy. This technological vision aligns with Mr. Trong’s commitment upon taking office to focus on building an operational foundation and supply chain for fresh food .
Results of Data-Driven Decisions
Trusting in data has yielded measurable results, evident in financial efficiency and revenue growth.
Operationally, a key milestone was Bach Hoa Xanh reaching breakeven in December 2023 . This improvement continued into 2025. According to the Q2 2025 business report, net profit was eight times higher than in Q1, attributed to “active control of operating costs and reduced cancellation rates” .
Profit improvement was built on revenue growth. The 6-month 2025 financial report showed revenue from the “Food and Fast-Moving Consumer Goods” segment reached 22,581 billion VND. This figure rose to 34,400 billion VND in the first 9 months of 2025.
More importantly, the data-standardized business model proved effective even during expansion. According to MWG’s report, all 520 newly opened stores in 2025 achieved “positive store-level profit” (after deducting direct operating and warehousing costs).
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