As the 2025 Mid-Autumn Festival approaches, major food and confectionery companies are preparing strategic shifts in the face of economic challenges. KIDO Group, for example, has a clear ambition: not just to participate, but to reshape the seasonal market with its three-pronged strategy.
The Mid-Autumn Festival has long been considered Vietnam's second most important holiday. Despite economic fluctuations, the demand for mooncakes remains consistently high, creating a stable market. Experts believe this presents a golden opportunity for businesses that know how to capitalize on it.
KIDO's strategy is built on a deep understanding of this cultural significance. Instead of chasing fleeting trends, the company focuses on honoring core values. Its product packaging is designed with sophistication and elegance, while retaining traditional imagery such as the full moon, lanterns, and lion and dragon dances. This approach aims to evoke emotions and memories, fostering lasting connections with consumers.
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A miniBAO store, KIDO's official mooncake retailer, opened in late July. Photo: KIDO |
A miniBAO store, KIDO's official mooncake retailer, opened in late July. Photo: KIDO
To maximize market share, KIDO operates two distinct brands, each targeting a different customer segment. Tho Phat, known for its "Traditional Delicious Taste," and established in 1987, caters to the mass market, focusing on families and corporate clients purchasing gifts for employees—a segment with significant potential.
KIDO's Bakery, with its slogan "Enjoy the Delicacies - Give Wholehearted Affection," spearheads the company's presence in the premium segment. It caters to the demand for luxury gifts for partners and VIP customers. KIDO's Bakery continuously innovates with premium ingredients like emperor crab, Alaskan shrimp, and abalone, packaged in high-end boxes, creating a distinct value proposition and higher profit margins.
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Both KIDO's Bakery premium mooncakes and Tho Phat's traditional mooncakes are available at miniBAO's official stores. Photo: KIDO |
Both KIDO's Bakery premium mooncakes and Tho Phat's traditional mooncakes are available at miniBAO's official stores. Photo: KIDO
A key differentiator in KIDO's strategy this year is its revolutionary approach to distribution. To address market inconsistencies, the company launched nearly 300 miniBAO stores as "official retailers." This strategic move allows KIDO to maintain complete quality control and build a robust system difficult for seasonal competitors to replicate. This network enables direct customer data collection, after-sales service, and, importantly, value-added tax (VAT) invoicing—an increasingly important requirement for corporate clients, especially with new tax regulations.
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In a market with varying quality, miniBAO earns consumer trust by offering genuine products. Photo: KIDO |
In a market with varying quality, miniBAO earns consumer trust by offering genuine products. Photo: KIDO
A KIDO representative stated that this three-pronged strategy is not just thorough preparation for the season, but also reflects the company's long-term vision of building a sustainable and professional business ecosystem centered around the consumer.
(Source: KIDO)
