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A Strategic Offline Distribution Proposal · Confidential
We don't need to build from scratch. 100+ active retail POS, existing import/distribution infrastructure, and a team that knows how contact lenses move in Vietnam.
TrademarkLive runs online + offline from a single 7,000 sqft operation in HCMC — e-commerce, social commerce, KOL management, logistics, VM, and retail ops all coordinated.
We understand the O2O loop. TikTok Shop drives discovery, offline builds trust, Shopee captures repurchase. moody's own TikTok playbook maps directly onto what we already do.
Our existing retail relationships mean we can place moody in 60 physical locations within 60 days of agreement — no lengthy negotiation cycles needed with each POS.
We know which Vietnamese KOLs drive lens sales, which malls have the right demographic, and what price points convert. This insight takes years to build — we already have it.
We are proposing an exclusive distribution partnership with mutual investment in brand-building. Vietnam is a priority market for us — moody will receive dedicated resources, not a side portfolio.
Vincom, Aeon, Takashimaya — moody's visual identity anchored in Vietnam's highest-traffic luxury retail zones.
moody's fashion-lifestyle DNA is built for TikTok. 40.9M Vietnamese adults on the platform — we build the community that converts to purchase.
Driven by 150+ POS, a premium kiosk network across 6+ cities, and a dominant TikTok Shop presence.
moody's online presence in Vietnam remains 100% under moody control. We don't touch it.
TikTok drives offline trial → trial converts to purchase → happy buyers create UGC → UGC feeds the next discovery cycle.
Understanding the landscape — why Vietnam, why now, and why moody belongs here.
#2 platform by GMV (2023), 40.9M adult users. Live-stream selling & short-video discovery convert at high rates for beauty. Momentum Works 2024; DataReportal Jan 2025
#1 platform Shopee dominates. Korean lens brands well-established; no premium fashion-lens brand has claimed the space.
Guardian, Hasaki, Pharmacity, Long Chau — high-footfall beauty retail expanding nationally. Contact lens SKUs minimal today.
Vincom, Aeon Mall, Takashimaya, Lotte Mart — premium positioning, high Gen Z traffic. Vietnam eyewear market projected USD 1.5B by 2028. SkyQuest / R&M, Jul 2023
| Brand | Origin | Positioning | Price (USD eq.) | Vietnam Channel |
|---|---|---|---|---|
| Olens | Korea | K-pop idol aesthetic | $10–$18 / 10pk daily | Shopee, Lazada, grey market |
| Hapa Kristin | Korea | Natural, influencer-led | $14–$22 / 10pk | Shopee, beauty stores |
| Pattie & Palette | Korea | Budget-mid, fashion | $8–$14 / 10pk | Shopee dominant |
| EOS / GEO | Korea | Budget, large DIA | $5–$10 / pair (monthly) | Optical stores, Shopee |
| Freshkon | Singapore | Mass market, comfort | $8–$15 | Pharmacies, optical chains |
| Local unbranded | Vietnam/China | Price-only | $2–$6 | Local optical, markets |
| moody | China (Shanghai) | Fashion-lifestyle, DTC | $20–$28 / 10pk | Online DTC (self-managed) — no offline partner yet |
The premium fashion-lifestyle colored lens segment is virtually unclaimed offline in Vietnam. Asia-Pacific is the fastest-growing colored lens region at 12.6% CAGR — and no brand with moody's positioning, safety credentials, or $188M backing has entered Vietnam's physical retail yet. Cognitive Market Research, Mar 2026
| Channel | Our Resources / Relationship | Cooperation Model | Timeline | Target POS | Key Cities |
|---|---|---|---|---|---|
| 101 Eyewear Active Talks Premium optical chain, 101eyewear.com |
WinkyBaby in active distribution discussions — premium eyewear chain with strong offline presence & fashion-forward positioning aligned with moody | Dedicated moody shop-in-shop or branded corner. Co-branded marketing. Staff product training | Month 1–3 | TBD | HCMC, Hanoi |
| Optical Chains (Mắt Kính Sài Gòn, local optical groups) |
WinkyBaby has existing lens supply relationships with optical chains nationwide | Dedicated moody shelf / display unit. Staff training by WinkyBaby team | Month 1–3 | 30–40 | HCMC, Hanoi, Da Nang |
| Beauty & Lifestyle Chains (Guardian, Hasaki, Sociolla) |
WinkyBaby has active brand partnerships in beauty retail; existing buyer relationships | Category placement in beauty/accessories section. Branded display stand. Promoter support during launch | Month 2–4 | 20–30 | HCMC, Hanoi |
| Department Stores & Malls (Vincom, Aeon Mall, Takashimaya, Lotte) |
WinkyBaby has experience managing mall presence for brands; existing mall operator contacts | Shop-in-shop or standalone kiosk. Premium brand zone placement | Month 3–6 | 5–10 kiosks | HCMC (District 1, 7), Hanoi |
| Mall Kiosks & Brand Activations | WinkyBaby has executed brand activations; in-mall know-how via TrademarkLive events team | Permanent kiosks + rotating activations at high-traffic malls, universities, beauty festivals | Month 2 onwards (ongoing) | 3–5 active at all times | HCMC, Hanoi, Da Nang, Binh Duong |
| Pharmacy Chains (Pharmacity, Long Chau, An Khang) |
Contact lens category is emerging in pharmacy retail; WinkyBaby can open this channel | SKU placement (daily essentials + bestsellers). FDA/CE certs as trust anchor | Month 4–8 | 15–25 | Nationwide |
| University Campus Stores | Direct-to-Gen-Z channel; WinkyBaby can partner with campus retailers & student orgs | Small display unit + QR-driven repurchase. Trial pack focus | Month 5–9 | 10–15 | HCMC, Hanoi |
Best format for moody's aesthetic brand — visually striking, easy to scale, low commitment per location. Targeted at reputable high-footfall malls.
Define exclusivity scope, territory (Vietnam), minimum order quantities, pricing structure, and brand guidelines.
WinkyBaby files MOIT/MOH import registration for moody SKUs. Target: 60-day clearance.
KOL seeding, retail partner briefings, display unit production, TikTok Shop setup, first PO submitted.
Launch event (HCMC), first 20+ POS live, TikTok Shop & Shopee go-live, paid media campaign begins.
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WinkyBaby is ready to be the partner that makes it happen — with the network, infrastructure, and passion to build moody into Vietnam's leading fashion contact lens brand.