Vietnam's Beverage Chains Adjust Strategy: Some Close Stores Amidst Market Shifts

The Vietnamese beverage market, a vibrant and rapidly growing sector, is experiencing a significant recalibration. While it remains one of Southeast Asia's largest, with a value exceeding $1.3 billion, the era of unchecked expansion for all chains appears to be over. Recent trends indicate a move towards optimization and strategic consolidation, even among previously dominant brands.

Mixue, a brand that took Vietnam by storm with its affordable offerings, exemplifies this shift. After achieving a remarkable milestone of 1,000 stores in Vietnam in 2023 through a franchise model, the parent company has announced the closure of over 400 Mixue outlets, primarily in Indonesia and Vietnam. This decision, aimed at optimizing operations, reflects a growing awareness of market saturation and the need for sustainable growth rather than sheer ubiquity.

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Họ có nhiều điểm bán, dễ tiếp cận. Mình hay đi ngang qua hoặc chỉ cần gõ tên lên các ứng dụng là thấy có cửa hàng gần ngay

This trend of contraction is not universal, however. While some chains are scaling back, established giants like Highlands Coffee, Starbucks, and Phuc Long are aggressively expanding their footprints. This divergence highlights a market segmentation: budget-friendly, quick-service chains are facing pressure to refine their models, while premium brands continue to cater to a different consumer segment. The market is also seeing the rise of ultra-budget options, with some tea stalls offering drinks for as little as 7,000 VND, primarily targeting takeaway customers near residential areas and schools.

Furthermore, the industry is embracing technological solutions to enhance efficiency. From self-service options at major chains to automated beverage preparation systems using QR codes, as seen with Chagee, the focus is on streamlining operations, reducing labor costs, and improving the customer experience in terms of speed and convenience. This industrialization of operations is a key strategy for survival and growth in an increasingly competitive landscape. Tuổi Trẻ observes that while the market still holds growth potential due to its young demographic, the focus has shifted from rapid, widespread expansion to a more calculated approach centered on profitability and operational efficiency.

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Dù không phải là lựa chọn thích nhất, nhưng vì mua về nhanh, giá thành rẻ và các điểm bán dễ tiếp cận, nên mình cũng hay chọn các điểm bán trà sữa này để mua mang đi