AEON Vietnam expands into small and medium supermarket model with AEON MAXVALU

December 23, 2021 | 15:02
To diversify the retail business ecosystem, AEON Vietnam expanded into supermarket segment with AEON MaxValu, as part of its medium and long-term strategy where Vietnam is its second priority market right after Japan.
AEON MaxValu – the first supermarket chain brand in the new business segment of AEON Vietnam
AEON MaxValu – the first supermarket chain brand in the new business segment of AEON Vietnam

Aimed to be built at convenient locations in residential areas, with areas of 300-500 square metres, AEON MaxValu aims to bring the quality and standards of AEON products and services closer to customers and meet the changing shopping needs of consumers.

At AEON MaxValu supermarkets, customers can choose from a variety of products with food safety and quality according to AEON standards. As much as 95 per cent of food products are similar to the products sold at AEON General Merchandise Store and Supermarket (GMS). Especially, there are also ready-to-eat and ready-to-cook products to offer customers quick and convenient meals. There are also cosmetics and home appliances that see daily use in households.

Many ready-to-eat products at AEON MaxValu bring convenience to consumers in modern life
Many ready-to-eat products at AEON MaxValu bring convenience to consumers in modern life

AEON MaxValu supermarkets bring a full range of services and facilities to customers – the same way as AEON GMS –including door-to-door delivery, and shopping by phone. Customers shopping at MaxValu are provided all benefits of AEON members integrated with AEON Vietnam's member card system with many preferential programmes and cashless payments via banks, e-wallets, and QR codes.

General director Furusawa Yasuyuki of AEON Vietnam said: “The fast pace of life in urban areas along with the effects of the COVID-19 pandemic have had a significant impact on consumers' shopping behaviour. Customers are focusing on convenience and hence choosing small- and medium-sized supermarkets close by to buy essential products. To meet the needs of customers, AEON Vietnam has officially broken into the supermarket segment. This is our fifth business segment in Vietnam. AEON MaxValu is the first brand in this new segment to bring healthy products, high quality, safety standards, and convenience to serve customers' needs.”

Many ready-to-eat products at AEON MaxValu bring convenience to consumers in modern life
AEON MaxValu Hyundai supermarket just opened in November 2021 in Ha Dong

According to the representative of AEON Vietnam, AEON MaxValu builds on the familiarity of the AEON brand, which is present in many Asian countries such as Japan, Thailand, Malaysia, and China. In Vietnam, as of December 2021, AEON Vietnam has opened four AEON MaxValu supermarkets in the north.

AEON Vietnam will continue to accelerate and expand the number of AEON MaxValu stores to 20 in the north. Particularly in the first quarter of 2022, it is expected to open three more AEON MaxValu supermarkets in Hanoi.

Furusawa Yasuyuki shared: “In the coming time, AEON Vietnam will continue to promote digital transformation, cashless payments, and the expansion of our business system nationwide, focusing on speciality stores and small- and medium-sized supermarkets like AEON MaxValu as well as e-commerce. In addition, we will also focus on developing AEON's Private brand products such as: TOPVALU, HÓME COORDY, and innerCasual to meet the growing needs of customers in Vietnam."

By Thai An

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