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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 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.
Pan-Asia eyewear OEM — frames, sunglasses & coloured contact lenses across SEA.
Licensed manufacturer & regional distributor of Paris Hilton frames, sunglasses & coloured contacts across SEA (Indonesia, Malaysia, 31+ countries). Also: Hummer, Celebrity Icons.
"We are honoured to bring Paris's vision to life in frames, sunglasses and coloured contact lenses."
— David Lim, OEM Optical
G OPTICAL PTE. LTD. (UEN: 202124326H) — 4 SG outlets + 2 Malaysia. 30+ licensed brands.
100+ POS built across Vietnam. Optical distribution network & brand relationships.
Enterprise IT across DBS, Ministry of Manpower, McDonald's, Maybank, UOB. Governance, risk & change management at scale.
Built Singapore's first 3D Secured Mobile Payment gateway. O2O commerce platform; official StarHub partnership for Treats & Deals.
Enterprise software & AI platform. Clients: SAFRA, HomeTeamNS, Fullerton Healthcare, Aon, PUB. Products: SkubbsMate™ AI dev platform, AskVava AI compliance assistant.
Crypto merchant payment gateway. Outstanding Leadership Award — Internet 2.0 Conference, Las Vegas 2022.
Brings digital infrastructure & tech platform to WinkyBaby's Vietnam expansion.
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, 6–8 premium mall kiosks, MCN TikTok creator network, and authorized online reseller across 6+ cities.
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.
| 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 |
moody alone occupies the premium fashion-lifestyle quadrant offline — APAC fastest-growing colored lens market at 12.6% CAGR, zero offline incumbent.
| 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.
1 USD ≈ 25,000 VND · Conservative / Base / Bullish scenarios · Ref: moody Vietnam DTC online alone ≈ 21B VND/yr (1.5M RMB / 3 mo)
Indicative model — FOB to be confirmed. Based on moody's current Vietnam consumer DTC price (~550K VND / $22 per 10-pack daily).
moody FOB revenue ≈ 65% of WinkyBaby channel revenue (product cost layer). WinkyBaby channel revenue = all channels at wholesale/reseller price. Benchmark: moody Vietnam DTC online alone = ~21B VND/yr — WinkyBaby offline + authorized online builds incremental reach on top of proven demand.
| Conservative | Base Case ★ | Bullish | |
|---|---|---|---|
| WB Revenue Y1 | 28B VND | 42B VND | 62B VND |
| moody FOB Rev. Y1 | ~18B ($720K) | ~27B ($1.08M) | ~40B ($1.6M) |
| WB Revenue Y3 | 88B VND | 125B VND | 165B VND |
| moody FOB Rev. Y3 | ~57B ($2.28M) | ~81B ($3.24M) | ~107B ($4.28M) |
A one-page LOI appointing WinkyBaby as moody's exclusive Vietnam offline distributor + authorized online reseller. No lengthy negotiation needed today — just agreement in principle. Full distribution agreement to follow within 30 days.
No regulatory delay: moody already actively sells direct-to-consumer in Vietnam and has completed the necessary regulatory clearances. WinkyBaby focuses immediately on first purchase order submission, shipping timeline, and HCMC warehouse setup.
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.