Apple Vietnam retailers appointed

1 min readUpdated Sep 3, 2015Sep 5, 20156:00 AM

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Official Apple Vietnam retail stores have been appointed to receive stock directly from the California-based tech giant.

One official retailer is FPT Shop, which currently operates retail stores in Vietnam selling Apple products imported from other Asian countries and reselling them for as much as 50 per cent more than they can be bought in Thailand, Malaysia or Singapore. FPT has 220 stores in Vietnam.

The director general of FPT Shop, Le Bach Diep, announced at a press conference in Hanoi last week that her company would important iPhones and iPads directly from Apple. Apple Vietnam would receive new models at the same time as other ‘third ranked’ markets – assigned a lower priority than the US, Japan and China in the first group and Hong Kong, Australia and Singapore in the second.

She says that means new model Apple products will go on sale in Vietnam sooner after overseas release than before. In return, Apple gets a specialised after sales service network.

Meanwhile, rival chain The Gioi di Dong announced it would be sourcing Apple products direct from Apple from September – instead of having to import them through FPT Trading.

Neither company will be allowed to supply other dealers on a wholesale basis.

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What this means

This move significantly strengthens the position of FPT Shop and The Gioi di Dong, allowing them to offer competitive pricing closer to regional benchmarks like Thailand or Singapore, where Apple products are often cheaper. By securing direct supply, these retailers can capture market share from unofficial channels and benefit from timelier product launches, which was previously a challenge. The ban on wholesale supply to other dealers will concentrate the official market, pressuring smaller electronics stores and potentially increasing their reliance on these two major chains for products. The real test will be how quickly this translates into more aggressive pricing and expanded specialised after-sales service networks across their combined 220+ stores in Vietnam.

Maria Santos

Questions & Answers

How will this change affect the price of Apple products for consumers in Vietnam?

Currently, FPT Shop resells imported Apple products for up to 50 per cent more than prices in countries like Thailand. Direct sourcing from Apple should lead to more competitive pricing for Vietnamese consumers.

What is the primary benefit for Apple from this new direct supply arrangement?

Apple gains a specialised after-sales service network in Vietnam. This arrangement ensures that customers receive proper support directly from retailers officially appointed by Apple.

When can Vietnamese customers expect to receive new Apple models compared to other markets?

Vietnam will receive new models at the same time as other 'third ranked' markets. This means new products will go on sale sooner after overseas release than they have done previously.

Will these official retailers be able to supply Apple products to other businesses?

No, neither FPT Shop nor The Gioi di Dong will be allowed to supply other dealers on a wholesale basis. Their role is to sell directly to consumers, not to distribute further.

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