HANOI, VIETNAM - Media OutReach -23 September 2019 - Sales in Việt Nam's retail market haveconstantly increased over the past 8 years. In 2018 alone, turnover reachedUS$145 billion, an increase of 12 per cent compared to 2017. Việt Nam isbecoming one of the most exciting retail markets to invest in the region.

Việt Nam's market is 6^th inthe global retail development index

In the past 10 years, Việt Nam has been assessedby many research institutions as a strong, new economic market. This is animportant factor promoting the development of the retail real estate market inViệt Nam. A.T. Kearney's report said that the retail supply is many times lowerthan other countries in the region, but Việt Nam's market ranks 6th in theworld's retail development index.

Hà Nội and HCM City are currently the two largestmarkets in Việt Nam, and have the potential to be among the top 3 retailmarkets in the Asia-Pacific region announced by CBRE.

Recently, the leading operator of the commercialcentre system in Việt Nam -- Vincom Retail -- has just launched three Vincom MegaMall shopping centres. The event not only attracted the attention of manyinvestors, but also contributed to the retail real estate market in Việt Nambecoming "stirred up" and attracting the attention of many domesticand international retail brands.

Vincom Mega Mall Ocean Park is located inVinhomes Ocean Park urban area -- one of the largest and most exciting realestate projects in the northern region today because of a series of uniqueutilities in Việt Nam such as a salt lake and sea in the heart of the capital;100 picnic spots and six BBQ parks. With dozens of apartment blocks andthousands of villas, it promises to attract nearly 1.5 million regularcustomers and 4.5 million customers in Hà Nội at the weekend for entertainmentat amusement parks.

In addition, Vincom Mega Mall itself is designedto be creative, modern and different on an area of up to 56,000sq.m, arrangedbased on technological elements and inspiring design ideas that promise tobring about the most impressive shopping experience.

Vincom Mega Mall Ocean Park ishighly connected as it is located only 30 minutes from the city centre. Thisduration can be shortened after a series of new bridges are opened.

Located in Vinhomes Smart City, Vincom Mega MallSmart City inherits a series of unique utilities such as "the leadingJapanese garden in the area", 8 utility parks with 14 park categories, andespecially a modern technology system of the smart city model is widelydeployed. These are the key factors that help brands attract young, dynamic,modern and high-income customers -- the main customers of the urban area.

Vincom Mega Mall's smart operation and moderngreen space is spread over an area of 68,000sq.m, bringing convenience andcreativity to the stores, promising to help brands to attract up to 1.8 millionpotential customers right after it is launched.

Vincom Mega Mall Smart City islocated on Thăng Long Boulevard, a new and dynamic development axis of the city.

Meanwhile, in the area of HCM City, Vincom MegaMall Grand Park (District 9) with an area of 48,000sq.m of commercial space,including five floors and one basement, was assessed by experts as having theopportunity to bring up to 1.5 million customers per year.

Vincom Mega Mall Grand Park also inherits all theadvantages from Vinhomes Grand Park urban area with convenient location and alarge source of target customers.

Vincom Mega Mall Grand Park witha convenient transportation system from the city centre, with Hà Nội Highway,Long Thành -- Dầu Giây highway, Bến Thành -- Suối Tiên Metro.

The trend of "personalisation"towards different experiences

Commenting on the green design and smartoperation of the three Vincom Mega Mall projects, Richard Wood - Director ofConcept-I, the design unit of three big department stores, said that with thedesire to integrate and lead the new retail wave, Vincom aims to be a place forshopping, enjoying art and artistic design to create a different experiencewhen shopping, as well as a co-creative space model for consumers.

The difference is evident in the design, whenVincom Mega Mall Smart City is inspired by the digital wave - the futuretechnology trend; Vincom Mega Mall Grand Park comes from the idea of a space forcommunity; and Vinacom Mega Mall Ocean Park is inspired by the undergroundflows and the blue coastline.

Not only offering diversity in customerexperiences, the differences in the design of the department stores also helpsmodern customers shape and select themselves to build "their ownpersonality" in their own experience.

Studies of consumers' habits show that takingadvantage of the surrounding ecosystems to create individual characteristics isan inevitable trend of the younger generation today. Việt Nam is a country witha young population, so "green design", "smart operation"and constantly breaking the limits of experience is a mandatory trend ofshopping centres to attract and retain customers.

In the recent "New Wave of Retail"event, the announcement of unprecedented experiences such as combining naturalelements with lighting systems, enhancing interactive games, applying moderntechnologies to bring convenience to customers, and simultaneously deploying aseries of programmes to link the community to protect the environment, partlyshows the pioneering position in creating new waves towards customer experienceof Vincom Retail.

Trần Thu Hiền, Deputy Director of Sales &Marketing, Vincom Retail, said that the four key factors that will ensure VincomMega Mall's success are the appropriate product structure; abundant customerbase; the tenants' companionship and professional operation and the ability toorganise inspirational marketing events. "With the above factors, we believeVincom's Mega Mall is the leading product line and attracts customers to theexperience," Hiền added.