A Strategic Offline Distribution Proposal · Confidential
WinkyBaby is an established contact lens distributor operating across Vietnam. We bring international eyewear and lens brands to Vietnamese consumers through our deep local network and market expertise.
TrademarkLive is our integrated multi-channel management company — the operational backbone behind WinkyBaby's commercial scale.
Understanding the landscape — why Vietnam, why now, and why moody belongs here.
Fastest growing commerce channel. Live-stream selling & short video discovery convert at high rates for beauty products.
Dominant e-commerce platforms. Korean & Japanese lens brands already selling well here.
Guardian, Hasaki, Pharmacity, Long Chau — high-footfall beauty retail expanding nationally.
Vincom, Aeon Mall, Takashimaya, Lotte Mart — premium positioning, high Gen Z traffic.
| 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 | No local presence yet |
The premium fashion-lifestyle colored lens segment is virtually unclaimed offline in Vietnam. moody's positioning — backed by $188M in funding and #1 status on Douyin/Tmall — is a direct fit for this gap.
Our proposed strategy, store models, execution capability, and rollout roadmap.
| Channel | Our Resources / Relationship | Cooperation Model | Timeline | Target POS | Key Cities |
|---|---|---|---|---|---|
| Optical Chains (e.g. 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) |
TrademarkLive 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) |
TrademarkLive 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 & Pop-Ups | WinkyBaby has executed brand activations; pop-up know-how via TrademarkLive events team | Seasonal pop-ups at high-traffic malls, universities, beauty festivals | Month 2 onwards (ongoing) | Rotating 3–5 active | 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.
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 20 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.
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.
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.