Perhaps, nowadays, there is hardly anybody in Viet Nam who has not heard of The Gioi Di Dong Joint Stock Company (English name: Mobile World JSC). Founded on 3rd March 2004, applying the e-commerce model, MWG earned its first amount of profit after only seven months of operation.
Controversially, MWG is considered as the first business in Vietnam which recognised the customers’ needs regarding high-tech products, especially smartphones, and successfully turned this business opportunity into its competitive advantage.
How MWG has survived in the tough market in Viet Nam
To every retailer, there is no doubt that the customers are the core. Therefore, MWG has always lived up to the motto “Customer is at the centre of every action” by providing not only high-quality products and services but also suitable treatment.
Walking into one of MWG’s stores, the first thing you see is the respect coming from the staff. They bow to greet you with one hand on the chest, just enough to make you comfortable, not embarrassed. As a matter of fact, I made a comparison with two stores, one of them is MWG’s. Honestly, to me, the greeting way of the other store’s employees was a bit overwhelming, and they simply did not leave my side for a single moment. On the contrary, the MWG’s staff let me have my personal space and time to consider, only stepping in when they saw I needed help. In my opinion, that was a wise move to win over customers.
Apart from assuring the professional behaviour of staff, MWG also constantly updates new technology to meet up with customer’s expectations. MWG has smartphones, tablets, laptops, accessories in “Thegioididong” stores, electronic household goods in “Dien May Xanh” supermarkets, and medicines in “Phuc An Khang” pharmacy chain, all in the best condition and quality status possible. In the future, there is a possibility that MWG will enter many more market segments.
Moreover, MWG created ads with “blue people” which was an unexpected success. Launched since early November 2016, with the funny blue people and catchy melodies, these ads have gone viral and deeply impressed the community, become a trend on social media. Specifically, right after released, it has attracted more than 400 thousand articles and discussions with more than 300 thousand participants.
Not to stop there, MWG seems to know how to make full use of the online and offline store chains. With many distribution places all over Vietnam, competitive prices and within-30-minute delivery are offered to customers, and under some certain circumstances, the free-of-charge policy can be applied.
Please click here to read Part 2 of this series.