According to a company representative, technology is no longer a standalone support tool but has become a key platform in the strategy to modernize the consumer and retail industry. Digital solutions are being deployed by Masan across many pillars, from the WinCommerce retail chain to essential food products, meat, and high-tech materials.

MML's chilled meat production line. Photo: Masan

MML's chilled meat production line. Photo: Masan

At the second quarter 2025 investor meeting, Yuri Misnik, Chief Technology Officer of Masan Group, emphasized that the goal of digital transformation is to simplify processes, optimize costs, and enhance data-driven decision-making capabilities. Platforms such as artificial intelligence (AI) and real-time data systems are being deployed flexibly to address operational challenges at scale.

One notable solution is Winare, a platform applying AI and real-time data to automate the ordering process, replacing manual methods. This solution improves accuracy, reduces errors, and enhances the ability to deliver fresh products to consumers.

Masan has successfully implemented the Winare automated ordering system across several key product categories, expecting to reduce at least 15% of the workload for store staff. By applying technology to forecasting and ordering, employees have more time to serve customers rather than handling manual tasks.

Consumers selecting the company's chilled meat products. Photo: Masan

Consumers selecting the company's chilled meat products. Photo: Masan

Winare is being applied to product categories such as chilled meat and fast-moving consumer goods (FMCG). In the meat segment, Masan MeatLife (MML) has integrated Winare into its supply chain to optimize operational efficiency. With its integrated 3F (Feed - Farm - Food) value chain, MML controls product quality while flexibly expanding its reach. By the end of this year, nearly 70% of product categories at WinCommerce retail system are expected to be automated or semi-automated. The next step is to expand to frozen food groups and fresh foods such as seafood, vegetables, and processed foods.

In Ho Chi Minh City, across more than 600 stores, the meat category's cancellation rate has decreased by nearly 2% of revenue from May to the end of August, saving tens of billions of dong each month. Simultaneously, the distribution rate (DR) increased from 80% to nearly 90%, while maintaining reasonable inventory levels, contributing to revenue growth.

However, the expansion of the retail system and the application of technology also pose challenges. The company needs to continue optimizing logistics, standardizing data, and training personnel for Winare to operate effectively at scale. At the same time, Masan also faces the challenge of balancing added value and consumer affordability amid the growing trend of safe and high-quality consumption.

The rapidly changing consumer landscape is also a driving force for Masan to adjust its strategy. The demand for safe, traceable, and healthy food is increasing significantly after disease outbreaks and food safety incidents. According to a Cimigo survey (2022), 61% of consumers pursue a healthy diet, and 72% of those knowledgeable about standards are willing to spend an additional 10% on products meeting VietGAP, Organic, or ISO standards. This data indicates that quality and safety are increasingly becoming key factors in consumer behavior.

MeatDeli chilled meat counter in a supermarket. Photo: Masan

MeatDeli chilled meat counter in a supermarket. Photo: Masan

Embracing the "eat clean - live well" trend, MML is investing in developing an integrated meat chain from animal feed to processing. The company operates two plants, Meat Ha Nam and MeatDeli Saigon, along with a high-tech pig farm in Nghe An that meets GlobalGap standards. MML also applies renewable energy in its production, contributing to emissions reduction and environmental protection.

In July, MML's average daily revenue per WinCommerce store reached nearly 2.3 million dong. With a presence in all approximately 4,200 stores, the estimated average daily revenue would reach nearly 9.5 billion dong, demonstrating significant growth potential from modern retail channels. MML's revenue share at WCM also increased to 69% in Q2 2025, compared to 62% in the same period and 49% in 2023, showing MML's increasingly important role in driving meat segment growth.

Masan Group Corporation is one of the leading companies in Vietnam, focusing on the consumer and retail sectors. Masan aims to provide essential products and services, meeting the increasingly diverse needs of over 100 million domestic and international consumers. The company's ecosystem includes several member companies and prominent brands such as: Masan Consumer (Chin-Su, Nam Ngu, Omachi, Kokomi, Wake-Up 247); Masan MeatLife (MeatDeli, Ponnie, Heo Cao Boi). In addition, there are WinCommerce (WinMart, WinMart+); Phuc Long Heritage (Phuc Long); and Masan High-Tech Materials.

Hoang Dan