During the week of October 16 to 22, we conducted thorough visits to 14 Bach Hoa Xanh (BHX) stores in six Mekong Delta cities/provinces around southern Vietnam. We were pleased to observe positive developments in BHX that follow its restructuring process in 2022. Some of these factors are an uptick in customer traffic, improved brand image, diverse product assortment, and consistent product quality. Our key takeaways include:

- BHX stores are typically situated in residential areas with adjacent wet markets, which are its main competitor. 

- Mekong Delta’s BHX stores have a similar customer profile to HCMC’s with regular customers accounting for over 70% of daily traffic. Customers are primarily seeking fresh foods, value for money, and diversity in products.

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