At Enchange we have worked in SE Asian markets for many years.

It is fair to say that the Route to Market landscape and challenges in these markets have dramatically changed in the last number of years.  Furthermore, the pace of change is accelerating.

I would like to illustrate this by focusing on Vietnam, which for most FMCG multinationals is a key market.

Is your FMCG RtM strategy ready for Vietnam’s next wave of growth?

The Vietnamese consumer market is evolving fast — and so must your Route-to-Market (RtM) approach. Whether you're a brand manager, distributor, or sales leader, aligning with the top RtM priorities can unlock significant performance gains.

In this article, I explore the five most critical RtM focus areas shaping the future of FMCG in Vietnam — and how you can stay ahead.

1. Omnichannel Expansion: Meeting Consumers Where They Are

Vietnam’s digital economy is booming. With mobile-first consumers and rising e-commerce penetration, FMCG brands must embrace omnichannel RtM strategies.

From traditional trade to TikTok shops, the ability to seamlessly integrate online and offline channels is no longer optional. Brands that leverage social commerce, quick-commerce platforms, and direct-to-consumer (D2C) models are seeing faster growth and deeper consumer engagement.

• Benefit: Increased reach, better consumer data, and faster feedback loops.

2. Data-Driven Distribution: Precision Over Guesswork

Gone are the days of blanket distribution. Today’s leading FMCG players in Vietnam are using data analytics to optimise outlet segmentation, route planning, and inventory allocation.

By analysing distributor performance and retail execution data, companies can identify high-potential outlets, reduce cost-to-serve, and improve service levels.

• Benefit: Smarter resource allocation and improved ROI on trade spend.

3. Sales Force Empowerment: From Reps to Brand Ambassadors

Vietnam’s fragmented retail landscape demands more than just coverage, it requires execution excellence.

Empowering your sales force with mobile tools, CRM systems, and geo-tracking can dramatically improve in-store visibility and compliance.

Training your Sales Reps to act as brand ambassadors — not just order takers — is key to driving promotions, shelf presence, and retailer relationships.

• Benefit: Stronger retail execution and increased brand equity at the point of sale.

4. Channel Mix Optimisation: Balancing Reach and Control

Vietnam’s FMCG market is a complex mix of traditional trade (mom-and-pop shops) and modern trade (supermarkets, convenience chains). Each channel has its own dynamics, cost structures, and consumer expectations.

Winning brands are customising RtM strategies per channel — using tiered distributor models, differentiated pricing, and tailored promotions.

• Benefit: Better control, improved margins, and channel-specific growth.

5. Consumer-Centric Engagement: Loyalty Beyond Price

Vietnamese consumers are increasingly digitally engaged and value-conscious.

FMCG brands are responding with QR-based promotions, gamified campaigns, and loyalty apps that go beyond discounts.

By building emotional connections and rewarding repeat behaviour, brands can drive long-term loyalty and advocacy.

• Benefit: Higher lifetime value and reduced churn.

Background to Distributor Selection & Management

The above priorities emphasise the need for selecting and partnering with the best Distributors.

I have written about this in earlier articles.  We consider the three phases of Distributor Management & Selection as follows:

• The Assessment Phase
• The Blueprint Phase
• The Catalyst Phase

These phases follow the process that we call the A-B-C of Route to Market.  This model simplifies the world of RtM into a series of three steps that any RtM practitioner can execute.

Back to Vietnam & What’s Next?

This article is the first in a 6-part series exploring each RtM priority in depth. Stay tuned for actionable insights, case studies, and tools to help you transform your RtM strategy in Vietnam.

👉 Which of these priorities is most relevant to your business right now?

• Let’s start a conversation in the comments or connect directly to share ideas.

💬 Please do share your experiences or challenges in the comments.

📩 Let’s connect if you’d like to explore this for your organisation.