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 30 locations within 90 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, 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 | $12–$22 / 10pk daily | Shopee, Lazada, resellers |
| 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 | Legacy circle lens, declining | $5–$10 / pair (monthly) | Optical stores (physical only) |
| Freshkon | Singapore | Mass market, comfort-led | $14–$20 / pair (3-month) | Lazada VN, pharmacies, optical chains |
| Local unbranded | Vietnam/China | Price-only | $2–$6 | Local optical, markets |
| Starlens #1 TikTok Shop | Vietnam (TikTok-native) | Affiliate-dominated, high volume, low ASP | $3–$7 | TikTok Shop · 1,552 affiliates · S$585.7k/period |
| UYAAI.VN #3 TikTok Shop | Vietnam | Largest creator network, Gen Z fashion | $3–$8 | TikTok Shop · 2,313 affiliates · S$154.4k/period |
| Kilala #4 TikTok Shop | Vietnam/China | K-beauty aesthetic, strong affiliate play | $4–$9 | TikTok Shop · 2,155 affiliates · S$146.5k/period |
| 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 |
TrademarkLive 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) |
TrademarkLive has existing lens supply relationships with optical chains nationwide | Dedicated moody shelf / display unit. Staff training by TrademarkLive 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 & Brand Activations | TrademarkLive has executed brand activations; in-mall events team with permanent HCMC operations base | 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; TrademarkLive 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; TrademarkLive 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 TrademarkLive channel revenue (product cost layer). TrademarkLive channel revenue = all channels at wholesale/reseller price. Benchmark: moody Vietnam DTC online alone = ~21B VND/yr — TrademarkLive offline + authorized online builds incremental reach on top of proven demand.
| Conservative | Base Case ★ | Bullish | |
|---|---|---|---|
| TrademarkLive Revenue Y1 | 28B VND | 42B VND | 62B VND |
| moody FOB Rev. Y1 | ~18B ($720K) | ~27B ($1.08M) | ~40B ($1.6M) |
| TrademarkLive 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 TrademarkLive as moody's exclusive Vietnam offline distributor + authorized online reseller, via Vulkan International Trading Ltd. (moody's official SEA distributor). Structure: moody → Vulkan → TrademarkLive (Vietnam entity) — 100+ POS network across 6 cities. MOU between Vulkan & TrademarkLive already signed 2026.05.25 — no lengthy negotiation needed today, just agreement in principle. Full distribution agreement within 30 days.
Fast regulatory path: moody's active DTC sales in Vietnam confirm existing product approvals. TrademarkLive manages import registration in parallel — focus from Day 1 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 10 pop-up stores live, TikTok Shop & Shopee go-live, paid media campaign begins.
TrademarkLive 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.