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OVERVIEW OF HASAKI IN THE E-COMMERCE MARKET

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OVERVIEW OF HASAKI IN THE E-COMMERCE MARKET

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In 2023, Investment from Alibaba International

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In 2023, Investment from Alibaba International

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Received minority investment from Alibaba International, reaching 3.8M members.

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Later years  - Market Leadership Achieved

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Later years  - Market Leadership Achieved

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Became Vietnam’s top beauty retailer by store count and online traffic.

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According to B-Company

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The overall Vietnamese beauty & personal care market is estimated at USD 2.67 billion in 2024 and ~USD 2.74 billion in 2025.

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Hasaki’s net sales revenue and operating revenue reportedly grew ~39.41% year-on-year.

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Hasaki has about 3.8 million members as of November 2023, with around 750,000 monthly shoppers. Its website, hasaki.vn, attracts over 7.24 million visits per month, including approximately 1.84 million organic and 30,000 paid visits by mid-2025.

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Age: 18-35, including students and young professionals interested in affordable and trendy beauty products

Regions: urban areas like Ho Chi Minh City and Hanoi, with growing demand from provincial regions seeking accessible, genuine cosmetics.

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Hasaki remains a leading beauty retailer in Vietnam with steady growth and rising market presence.

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Hasaki effectively targets young, urban consumers while expanding its reach to provincial markets, helping the brand build a broad and loyal customer base across Vietnam.

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Pioneering the O2O Model in Vietnam’s Beauty E-commerce

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Pioneering the O2O Model in Vietnam’s Beauty E-commerce

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Hasaki revolutionized Vietnam’s beauty market by integrating online shopping with 170+ physical stores and 2-hour delivery, setting new standards for speed and authenticity while boosting consumer trust in e-commerce.

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Hasaki’s O2O model set new standards for speed, trust, and experience, becoming a benchmark for Vietnam’s beauty e-commerce growth.

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Collaboration with leading global beauty brands (L’Oréal, Vichy, La Roche-Posay, Eucerin, etc.) ensures authentic products and strengthens customer loyalty.

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Seamless integration of online (website/app) and offline (stores & clinics) allows Hasaki to reach customers nationwide and enhance brand trust.

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Over 3.8 million members and ~750,000 monthly shoppers create a loyal base that fuels repeat purchases and word-of-mouth growth.

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From Online Retail to Beauty Care: Hasaki's B2C Strategy

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From Online Retail to Beauty Care: Hasaki's B2C Strategy

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- Hasaki initially focused on online cosmetic retail, selling authentic beauty products through its official website and e-commerce platforms.
- Later, it transitioned into a B2C beauty care model by integrating product sales with in-store clinics and spa services, allowing customers to both purchase products and experience treatments within the same ecosystem.
- This shift strengthened Hasaki’s brand identity — evolving from a cosmetic retailer to a comprehensive beauty and skincare service provider in Vietnam.

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- Hasaki achieved over VND 900 billion in revenue in 2021, marking nearly 70% growth year-on-year.

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- By combining product retailing with in-store spa/clinic services, Hasaki deepens customer engagement and encourages repeat visits and purchases.

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3. Enhanced brand credibility and market share

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3. Enhanced brand credibility and market share

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- The shift into a comprehensive beauty-care service provider builds Hasaki’s reputation as a trusted brand and helps it capture a larger share of Vietnam’s growing beauty & personal care market (projected to reach US$ 2.74 billion by 2025).

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Introduction to Hasaki's Official Website

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Introduction to Hasaki's Official Website

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The website hasaki.vn serves as the official e-commerce platform for Hasaki, offering over 5,000 authentic beauty and personal care products across more than 600 international brands.

It combines online shopping and clinic/spa booking services — users can browse products or schedule treatments in Hasaki’s physical branches, all within the same platform.

Key features include fast delivery service (2-hour delivery in certain areas), dedicated customer support hotline (1800 6324), and clear assurance of genuine products (with VAT invoices, Vietnamese labels).

The website emphasizes the motto: “Chất Lượng Thật – Giá Trị Thật” (Real Quality – Real Value), reflecting Hasaki’s commitment to transparency, authenticity and competitive value.

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- Hasaki achieved a revenue of over VND 900 billion in 2021, marking a nearly 70% increase compared to 2020.

- In 2022, Hasaki’s total revenue exceeded VND 2.2 trillion, showing a remarkable 144% growth year-over-year.

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1. Rapid business expansion – Hasaki has continuously expanded its retail stores, spa-clinic network, and online presence across 27 provinces and cities, attracting a broader customer base.

2. Strong partnerships with global brands – Collaborations with major international beauty labels have diversified its product portfolio and boosted consumer purchasing power.

3. Focus on e-commerce and customer experience – The brand increased its online sales share and integrated online-to-offline (O2O) shopping, adapting effectively to Vietnam’s growing digital retail trend.

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Customer Preferences Based on Hasaki's Best-Selling Products

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Customer Preferences Based on Hasaki's Best-Selling Products

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- Hasaki’s customers mostly prefer skincare items such as cleansers, serums, and sunscreens. These products dominate the best-selling list due to daily use and visible results.

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- Customers show strong loyalty to Korean and Japanese brands like Some By Mi, Hada Labo, and Innisfree. However, they also value affordable prices and often wait for promotions before purchasing.

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3. Buying Behavior and Purchase Channels

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3. Buying Behavior and Purchase Channels

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- Most customers shop online through Hasaki’s website or app because of convenience, product variety, and frequent flash sales. In-store purchases mainly occur when customers want product testing or consultation.

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Increase Presence on E-Commerce Platforms

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Increase Presence on E-Commerce Platforms

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- Hasaki expands its presence on major e-commerce platforms such as Shopee, Lazada, and Tiki to reach a larger customer base and enhance brand recognition through sponsored ads and product optimization.

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- Hasaki focuses on improving the user experience by upgrading website and app interfaces, providing faster delivery, and offering online-exclusive promotions and loyalty programs.

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- Increase brand awareness and attract more potential customers in the online market.

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- Boost customer satisfaction and encourage repeat purchases across digital platforms.

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- Hasaki is a strategic retail and distribution partner for many leading international brands, such as La Roche-Posay, Vichy, Bioderma, and L’Oréal in the Vietnamese market.

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1. Build a strong retail and distribution network

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1. Build a strong retail and distribution network

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- Hasaki expands its nationwide store and spa-clinic system, integrating product experiences and retail services. This demonstrates its wide customer reach and professional operations, attracting major global beauty brands.

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2. Optimize integrated online–offline channels

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2. Optimize integrated online–offline channels

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- Hasaki combines its official website, mobile app, e-commerce stores, and physical branches to form an effective omnichannel model, enabling partner brands to access broader markets and valuable customer insights.

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3. Commit to authenticity and brand transparency

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3. Commit to authenticity and brand transparency

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- Hasaki guarantees 100% genuine products with VAT invoices and clear brand authorization, ensuring trust and compliance with the high standards of international beauty brands.

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The Impact of Shopee Guarantee on Customer Trust and Loyalty

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The Impact of Shopee Guarantee on Customer Trust and Loyalty

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- Clear warranty and return policies strengthen customer trust, as shoppers feel secure when buying online. This transparency increases satisfaction, encourages repeat purchases, and fosters long-term loyalty toward Hasaki’s brand.

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- Hasaki applies strict product guarantee policies similar to Shopee’s system, ensuring customers receive authentic, high-quality products. The guarantee covers product exchanges or refunds within the warranty period, helping to build reliability and transparency in every transaction.

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HASAKI’S BUSINESS MODEL AND PRODUCT STRATEGY

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HASAKI’S BUSINESS MODEL AND PRODUCT STRATEGY

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Founded in April 2016 in Ho Chi Minh City, Vietnam, Hasaki.vn began as a beauty-retail chain combining online (website + app) and offline (store + clinic/spa) channels.

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Cosmetics and Personal Care Product Sales

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Cosmetics and Personal Care Product Sales

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Hasaki’s core revenue comes from selling authentic cosmetics, skincare, haircare, and makeup products through its online platforms and 170+ physical stores nationwide.

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The company operates beauty clinics offering skin care, facials, and treatment services, a key secondary revenue stream that complements product sales and enhances customer loyalty.

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E-commerce and Omnichannel Distribution

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E-commerce and Omnichannel Distribution

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Hasaki generates additional income through its online store, mobile app, and social commerce channels (like TikTok Shop, Shopee...), leveraging Vietnam’s growing digital shopping ecosystem.

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Hasaki's role in the development of Vietnam's e-commerce industry

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Hasaki's role in the development of Vietnam's e-commerce industry

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The 11.11 Mega Sale is one of Hasaki’s largest year end e-commerce campaigns. It features hourly flash deals, free nationwide shipping, and big vouchers from 100K–500K to attract shoppers before the holiday season.

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Hasaki celebrates its anniversary every July with a nationwide Birthday Sale. The campaign offers up to 70% discounts, free gifts, and “Buy 1 Get 1 Free” deals on top beauty brands like La Roche-Posay, Vichy, and Bioderma. It runs across Hasaki.vn, Shopee Mall, and TikTok Shop to maximize online engagement.

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Hasaki runs Flash Sale events twice a day (12:00 PM & 8:00 PM) on its website and mobile app. The event provides time limited discounts to drive quick purchases and attract loyal buyers.

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- Daily sales revenue: 3x higher than monthly average

- Around 70% of sales from Shopee Mall and TikTok Shop

- Over 1 million website visits in just two days

- Conversion rate reached 9.2%

- Top-selling items: sunscreens, serums, facial cleansers

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Duration: July 2024

- Website traffic increased 45% compared to June

- Online sales rose by 60% during the campaign week

- Over 300,000 online orders nationwide

- Reached 5 million+ livestream views across all platforms

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- Website traffic increased 25% during sale hours

- About 20,000+ products sold daily

- Maximum discount up to 70%

- 35% returning customers after flash sale events

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- Hasaki focuses on digital marketing and omnichannel growth.

- It stays active on TikTok, Facebook, Instagram, and YouTube, using beauty content to reach Gen Z.

- The brand also runs SEO, Google Ads and connects online–offline stores for a smooth shopping experience.

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- Hasaki has over 5 million monthly website visits and more than 1 million app downloads.

- The brand’s social media reach on TikTok, Facebook, and Instagram exceeds 10 million users per month.

- Hasaki ranks among the top 3 most searched beauty brands in Vietnam on Google in 2024.

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Hasaki uses both online and offline promotions to attract customers.

- Offers flash sales, vouchers, and membership points.

- Hosts livestream sales with special discounts.

- Collaborates with KOLs and influencers for beauty campaigns.

- Organizes beauty events and free skincare consultations.

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Hasaki runs ads on Facebook, TikTok, and Instagram to promote skincare and makeup products. These ads include short videos, beauty tips, and flash sale posts to attract Gen Z customers.

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Hasaki collaborates with beauty influencers to review products, join livestreams, and share real experiences. This helps increase trust and brand awareness among young audiences.

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Hasaki uses Google Search and Display Ads to reach users searching for beauty products online. It helps drive traffic to the website and boosts online sales.

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Hasaki runs a membership system where customers earn points for every purchase. They also offer discount vouchers, birthday gifts, and exclusive deals for loyal members. This strategy helps increase repeat purchases and customer retention.

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- Hasaki runs livestream sales 3–5 times weekly, gaining 30K–50K views each session.

- Online promotions and flash sales increased e-commerce revenue by 25% in 2024.

- Over 60% of online customers use vouchers or loyalty points during promotions.

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- Hasaki uses livestreaming as a key e-commerce activity on Facebook, TikTok and Shopee Live.

- Beauty experts and KOLs introduce skincare or makeup products, give product demonstrations, share skincare tips, and offer limited-time flash sales.

- Hasaki's livestreams attract thousands of viewers each session, helping the brand maintain strong customer engagement and real-time interaction.

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Hasaki’s livestreams feature product demos, beauty tips, and Q&A sessions with beauty experts. These contents help customers understand product usage and trust Hasaki’s authenticity.

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- Boost sales and orders during livestream sessions.

- Build customer trust by showing real products.

- Increase brand awareness across social media.

- Encourage immediate purchases through exclusive livestream deals.

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1. SHIPPING PARTNERS COLLABORATING WITH HASAKI

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1. SHIPPING PARTNERS COLLABORATING WITH HASAKI

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Giao Hàng Nhanh (GHN), Giao Hàng Tiết Kiệm (GHTK) and Viettel Post, Shopee Express

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Shipping partners are an important link in the supply chain, responsible for the final delivery from Hasaki warehouse to customers:

- Ensure products are delivered quickly, on time and safely.

- Reduce the workload for the internal logistics department.

- Enhance customer experience, strengthen Hasaki's image as a reputable e-commerce brand, fast and reliable delivery.

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Step 3: Packaging and handover

Packaged goods meet standards, affix barcodes and handover to shipping partners (GHN, GHTK, Shopee Express ...).

Step 4: Track and control progress

Track delivery status via the Transportation Management System, ensuring orders arrive on time.

Step 5: Troubleshooting

Logistics department intervenes when orders are delayed, lost, damaged or returned. At the same time, coordinate with partners to resolve as quickly as possible.

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Step 6: Internal circulation and redistribution of goods

Inventory or transferred back to the central warehouse or transferred to branches in need.

Step 7: Evaluate performance and optimize costs

Periodically compare costs, evaluate KPIs of shipping partners, and select backup suppliers to ensure stable operations.

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Step 1: Receive orders

The system automatically records orders from the website, app or store.

Step 2: Process and classify orders

The logistics department checks inventory, classifies by area, volume and delivery method (inner city, outer province, COD ...).

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HO CHI MINH CITY LOGISTICS BRANCH - HASAKI

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HO CHI MINH CITY LOGISTICS BRANCH - HASAKI

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International name: HASAKI LOGISTICS COMPANY LIMITED

Trading name: HASAKI LOGISTICS CO.,LTD

Head office address: 56 Street No. 6, Phuoc Binh Ward, Thu Duc City, Ho Chi Minh City, Vietnam

Role:

Is the central warehouse and main operating headquarters of the Hasaki system nationwide.

Manages all logistics activities, including receiving imported goods, warehousing, packaging and coordinating transportation.

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SLA: 90% urban orders in 24h, 95% inter-provincial in 2 days.

Insurance & claims: Transparent process, resolved within 72h.

Returns: Flexible policy, clear cost by fault.

Payment & COD: 7–14 day cycle, clear reconciliation.

KPI: Regular reports with bonus/penalty system.

Risk & backup: Peak-season plan, quality packaging.

Onboarding: Qualification check and 1–2 week pilot test.

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Faster nationwide delivery → higher customer satisfaction.

Lower logistics cost and return rate (<0.5%).

Improved order accuracy and transparency via real-time tracking.

Strengthened brand reliability and customer trust.

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Nationwide coverage: 4–24h city delivery, 1–3 days inter-provincial.

Real-time tracking via API integration.

≥95% success rate, ≤0.5% damage, returns in 48–72h.

End-to-end workflow: order → delivery → return → report → settlement.

Optimized costs through contracts, consolidation, and auto-routing.

Benefits: faster delivery, happier customers, lower costs.

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Hasaki leverages several advanced technologies to enhance performance, security, and customer experience.

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Hasaki leverages several advanced technologies to enhance performance, security, and customer experience.

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1. Automation & DevOps

2. Cybersecurity & Data Protection

3. Personalization & AI Analytics

4. Third-Party Integrations

5. Scalability & Reliability

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1. Automation & DevOps:
Hasaki applies CI/CD pipelines on cloud platforms (AWS/GCP) to automatically test and deploy new updates.

2. Cybersecurity & Data Protection:
The website and app are protected by SSL encryption, OAuth authentication, and Cloudflare DDoS defense.

3. Personalization & AI Analytics:
AI-driven recommendation engines analyze browsing and purchase history to suggest suitable products (“You may also like”).

4. Third-Party Integrations:
Hasaki integrates with MoMo, ZaloPay, and logistics APIs like GHN or Ahamove for seamless transactions and fast delivery.

5. Scalability & Reliability:
The system uses microservices and Kubernetes to handle heavy traffic automatically during sales events.
→ Impact: Prevents website crashes, maintains 99.9% uptime, and ensures smooth user experience even under high load.

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1. Automation & DevOps:
→ Impact: Faster development cycles, fewer system errors, and more frequent feature releases (e.g., Flash Sale countdowns or chatbot improvements).

2. Cybersecurity & Data Protection:
→ Impact: Strengthens customer trust and ensures the safety of personal and payment data.

3. Personalization & AI Analytics:
→ Impact: Increases conversion rate, order value, and customer retention.

4. Third-Party Integrations:
→ Impact: Expands payment options, improves post-purchase experience, and reduces delivery time.

5. Scalability & Reliability:
→ Impact: Prevents website crashes, maintains 99.9% uptime, and ensures smooth user experience even under high load.

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Technology as Hasaki's Core Competitive Advantage

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Technology as Hasaki's Core Competitive Advantage

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At Hasaki, technology is not merely a support tool; it is the strategic foundation and operational backbone of its entire O2O (Online-to-Offline) business model. They leverage technology to create a core competitive advantage, enabling them to:

Seamlessly connect the Online (App/Web) and Offline (Retail Chain/Clinic) experiences.

Automate operations and logistics at a massive scale.

Personalize the customer experience based on data.

Scale rapidly and handle high traffic loads stably.

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O2O Platform & Retail Experience (Customer-Facing)

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O2O Platform & Retail Experience (Customer-Facing)

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This is the "glue" that connects the online and offline experiences, which is Hasaki's greatest strength.

Platform Technology (Web/App): Utilizes modern technologies (ReactJS for web, Flutter for app, Golang for backend) to ensure fast loading speeds and a smooth, seamless experience across platforms.

Real-time Inventory Sync: The POS (Point of Sale) system at 140+ stores is connected in real-time to the WMS (central warehouse) and the e-commerce platform. This allows customers to see accurate inventory levels at each store and enables an efficient "Click & Collect" process (Order online, pick up in-store).

Cloud Infrastructure: Operates on Google Cloud Platform (GCP) and AWS, using Kubernetes. This allows the system to auto-scale to handle sudden traffic spikes (especially during Flash Sales), ensuring near-perfect uptime (99.9%).

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UX/UI is User Interface and User Experience

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The Customer Service Center (CSC) of Hasaki.vn plays a key role in the company’s e-commerce operations. It is responsible for handling customer inquiries, complaints, and after-sales services across multiple platforms.

Main activities:

• Provides 24/7 support through website, app, hotline, email, and social media (Facebook, Zalo, TikTok Shop).

• Handles product consultation, order tracking, returns, refunds, warranties, and Clinic services.

• Uses a centralized CRM system to ensure fast and accurate responses.

• Maintains a friendly, professional, and customer-focused communication style with quick response time (within 5 minutes via chat).

🎯 Hasaki is committed to transparency, efficiency, and customer satisfaction in every service interaction

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🏬 Over 180 Hasaki Clinic & Store branches operating nationwide (as of 2024).

• 💻 The Hasaki.vn website receives around 6–8 million visits per month.

• 📱 The Hasaki App has surpassed 1 million downloads on App Store and Google Play.

• 🚚 More than 20,000 orders processed daily, both online and in-store.

• 💬 Customer satisfaction rate (CSAT) exceeds 90% with thousands of positive reviews monthly.

• 📈 E-commerce revenue growth of over 20% per year from 2022 to 2024.