Case – The Bing Bing Group

Since its inception in 2001, The Bing Bing Group has been focusing on the hygiene products industry. Bing Bing has continually committed to invest in R&D, production, and quality control and introduced the highest standard advanced production machinery and maintains a cleanroom production plant. This effort continue to enhance Bing Bing’s capabilities and establish Bing Bing as one of China’s leading nursing products.

The decision of bringing in “M-Beauty” sanitary napkins into Vietnam market has been driven by the overall insights of the demographics and economic development in the country. While Vietnam has a large young female population, offering a broad, new-product-accepting consumer base, Vietnam’s fast GDP growth also boosts disposable income. Its growing beauty/personal care market raises demand for quality sanitary napkins.

By establishing a footprint in Vietnam, the vision capitalizes on the country’s growing manufacturing ecosystem and strategic position within ASEAN. This move future-proofs the Bing Bing group, diversifies the supply chain, and enhances its competitive edge for both domestic and regional distribution. It provides Vietnamese consumers with access to internationally-minded, quality-assured products that contribute to the well-being of the users of Sanitary Napkin and better household living.

M-Beauty Brand Awareness

The first step is to establish the M-Beauty sanitary napkin brand in the Vietnamese market. The strategy focuses on initial penetration in three key metropolitan areas: Ho Chi Minh City (HCMC), Hanoi, and Haiphong. The core approach involves a dual-channel strategy, leveraging the extensive modern trade network of Circle-K convenience stores to build a mid-to-high-end brand image, while simultaneously utilizing traditional trade channels for mass-market penetration. Supported by a multi-faceted promotional campaign encompassing tactical discounts, engaging lucky draws, and integrated online-offline activities. This plan is designed to achieve rapid brand awareness, significant trial, and a solid foundation for sustainable market share and forth-coming national expansion.

Market Insight

The Vietnamese feminine hygiene market is large and growing, driven by increasing disposable income and a rising focus on women’s health and wellness. While the market is competitive, a clear opportunity exists for a brand that successfully positions itself as a premium, trustworthy, and modern choice for the evolving Vietnamese woman. Our initial focus on the key economic hubs of HCMC, Hanoi, and Haiphong allows for concentrated marketing efforts on the most accessible and influential consumer demographics.

  • Primary Target: Urban women, aged 18-35, residing in HCMC, Hanoi, and Haiphong. They are educated, health-conscious, digitally savvy, and seek quality and convenience in their purchases.
  • Secondary Target: A broader demographic of women accessible through traditional markets, focusing on value and trusted recommendations.

Market Placement

A dual-channel distribution model will be implemented:

  • Primary Channel (Modern Trade): Strategic partnership with Circle-K convenience stores. This channel is critical for building brand image, ensuring wide physical presence, and targeting on-the-go consumers.
  • Secondary Channel (Traditional Trade): Penetration into local markets, independent pharmacies, and grocery stores. This channel is essential for achieving volume and reaching a wider, more price-sensitive audience.

Implementation Strategy

  • Stage1 – Finalize Circle-K partnership; secure logistics and distribution; develop POS materials.
  • Stage2 – Attend Exhibition. Launch Campaign: Simultaneous activation of discounts, lucky draw, and digital campaigns across all three cities.
  • Stage3 – Sustain digital marketing; Develop promotion videos; initiate KOL partnerships; conduct traditional market activations.
  • Stage4 – Measure campaign performance, conduct consumer feedback surveys, and plan for Phase 2 expansion based on results.