Overcoming Supply Chain Disruption, Masan Launches Ambitious Strategy with 102,000 Grocery Stores Nationwide

In Q2, Masan Consumer (MCH) faced challenges as revenue dropped by 15.1% and EBITDA by 12.9% due to changes in traditional distribution channels. However, the company proactively restructured its distribution network, increasing its points of sale from 70,000 to 102,000 stores, reducing dependence on large retailers from 60% to 30%. Masan piloted its new model in 17 provinces, improving sales productivity and market reach. The company also invested in technology to support its sales teams. This strategy not only helped maintain market share but also created long-term benefits, including increased product innovation, better market understanding, and more effective point-of-sale marketing. The new model helped Masan’s processed meat segment achieve a growth rate of 20% even in challenging conditions.