After decades of operation with hundreds of branches spread across Vietnam, there is finally an “insider” to answer questions about Non Son.
Over the past decades, the Non Son brand has become extremely familiar to Vietnamese people. However, the fact that a brand with hundreds of stores spread across the country has caused many people to question the “power” behind Non Son.
Throughout the years, the fact that Non Son opens year-round promotions that rarely have customers entering the store has been discussed by many people. There are some rumors that this brand was created to … “launder money”. Some people even joked that this organization is “Kingsman Vietnam” – a non-profit organization established with the purpose of collecting intelligence and dealing with threats of the country (like in the movie Kingsman). ).
Until now, the former Marketing Manager of Non Son – Hoang Truong has shared very detailed information about this brand to answer the questions of the majority of Vietnamese people:
“Although making Non Son for a short time, but also the question “Looking at Non Son shop, there are no customers, but why are there so many stores”, please answer as follows:
1. When I was in charge of the role of Head of Marketing at Non Son, the company’s main website alone had an average sales of over 2 billion per month => the average annual sales of Online was about 24 billion ( More specifically, 90% of the website’s traffic is organic, Non Son has very little paid media, most customers visit the website because they are too familiar with the brand => Brand value here, customers take the initiative search for brands).
2. How to make promotions simple, but effective: How to help online sales grow without too affecting the store. That is, if you buy on the web, you are allowed to buy 1 helmet with an average price of 350,000 VND. And when buying at the store, will buy 1 get 1 free for 700,000 VND. Throughout the year, Non Son only runs this program and is very effective.
3. Select the premises with the following criteria: How to make a big sign without having to have a big store. For many years now, the criteria for choosing premises in the provinces or in the big cities of Non Son is that, the store does not need to be large (there are stores with only 20m2) but can put a large POSM in the front. The purpose here is advertising to develop the brand, not to sell. Non Son can have up to 200 new stores, 70% of which are goods according to such standards. Benefits: Just enough sales to pay for the premises and staff (small premises, so the rental and setup costs are cheap, 1 employee per shift, so the personnel costs are low) => It is considered free to set up billboards advertising (there are positions if you give the company to sell advertising, you can earn at least 1-2 billion/year).
4. Mastering technology and production: Many people don’t know that Non Son owns the production line from input to output => low cost.
5. Professional operation: Non Son has a center to operate the entire store through the Camera system, with the following criteria: Customers entering the store must have orders, customer inquiries…. If the store cannot handle it, the operation center department will call the store directly to solve the customer’s question.
There’s a lot more but it’s not convenient to share, but after all, a brand that wants to live healthy must know how to be a Brand.”
Based on 5 things that the former Marketing Manager shared, it can be seen that he highly appreciates how to build a brand in the success of Non Son so far. In addition, there are also many people who commented that this guy is a bit “lack of sophistication” when he publicizes too much of Non Son’s revenue in this post. However, Hoang Truong’s disclosure of the “secret of Non Son” has attracted the attention of a large number of Vietnamese online communities.
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