Tapping into opportunities for martech in Vietnam
Vietnam's marketing technology landscape is evolving rapidly, propelled by a niche group of "whale" users who are driving a large portion of in-app purchases.
Thai billionaire Charoen Sirivadhanabhakdi, founder of Singapore-listed Thai Beverage, has expressed his keen interest to invest in a wide range of industries beyond beverage in Vietnam.
Within the framework of the 34th ASEAN Summit held in Thailand on June 20-23, the billionaire has asked the Vietnam government to back ThaiBev in widening its investments in the country to other sectors, aside from its renowned deal with Saigon Beer-Alcohol-Beverage Corporation (Sabeco).
The beverage giant has shown intention to invest in the plastic waste management and environment protection fields in Vietnam, as a respond to the local government’s call for financing in those.
ThaiBev has also taken the initiative to call for the local government to consider raising its holdings at Sabeco.
ThaiBev’s multi-sectoral expansion, in this case, will help to enrich its ecosystem in the country and achieving its goals to strengthen the group’s overseas presence.
ThaiBev has acquired almost 54 per cent of Sabeco’s stakes through its subsidiary Fraser & Neave back in 2017 and brought a team of senior personnel to fill up Sabeco’s management board over the year.
Following the acquisition, Sabeco has realised a net sales of VND9,337 billion ($405.9 million) in the first three months through March, an up of 20 per cent on-year.
Apart from Sabeco, ThaiBev, via Fraser & Neave, has become the second largest shareholder of Vinamilk, owning 20 per cent stakes there.
Meanwhile, Berli Jucker Plc. (BJC), the import-export arm of the Thai tycoon, has bought 65 per cent of shares at Vietnam’s retail distributor Phu Thai Group.
In addition, BJC has also obtained the convenience store chain Family Mart, as well as buying over some 75 per cent stakes in tofu producer ICHIBAN Foods.
In 2016, TCC Land, a member of Thai Charoen Corporation Group (TCC Group) and the largest investor in BJC, completed the purchase of Metro Cash & Carry Vietnam from German Metro Group, renamed the wholesale chain to MM Mega Market Vietnam. TCC Land also holds 65 per cent of 5-star Melia Hanoi hotel.
The property of Me Linh Point Tower in Ho Chi Minh City, meanwhile, is also invested and managed by Me Linh Point Ltd, a joint venture between Sabeco and MLP Company Private Ltd., which is wholly-owned by Frasers Centrepoint Limited (Singapore).
Vietnam's marketing technology landscape is evolving rapidly, propelled by a niche group of "whale" users who are driving a large portion of in-app purchases.
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