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

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.

- 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

- 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

- About 20,000+ products sold daily

- Maximum discount up to 70%

- 35% returning customers after flash sale events

- 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.

- 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.

- 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.

- 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.

- 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.

- Build customer trust by showing real products.

- Increase brand awareness across social media.

- Encourage immediate purchases through exclusive livestream deals.

- 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.

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.

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.

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 ...).

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.

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.

• 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.

• 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%).

• 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

• 💻 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.

Impact: Low return rate and quick refund process enhance customer confidence, reduce complaints, and strengthen Hasaki’s reputation for service quality.

• Collects CSAT (Customer Satisfaction) feedback to improve service quality.

The Vietnamese cosmetics industry is booming, but consumer confidence is being undermined by widespread counterfeiting and poor quality hand-carried goods.

In this context, Hasaki builds a trust-based strategy, emphasizing genuine products and strict quality control processes as core advantages.

This creates deep empathy, because cosmetics are directly related to health and self-image - consumers only trust brands that offer absolute safety and prestige.

1.1.2 How Hasaki fulfills its commitment to “Genuine - Quality”

Transparent origin: Imported directly from official brands and authorized distributors (L'Oréal, La Roche-Posay, Vichy, Bioderma, etc.), making a difference compared to small retailers without certification documents to affirm trust with customers.

Certified genuine products: Stores and websites display official distributor certificates and genuine logos, reinforcing brand trust.

Return & inspection policy: 200% refund if counterfeit goods are detected. All products are quality checked before entering the warehouse.

Origin checking technology: QR codes on products allow customers to verify their origins, increasing transparency and control, and price transparency.

1.1.3 Emotional Impact on Consumers

Feeling of Security: Customers shop without fear of counterfeit or poor quality products, feeling comfortable and confident.

Feeling of Protection: The refund and after-sales policy makes Hasaki feel like a “beauty guardian” always by the customer’s side.

Feeling of Professionalism: Consistent quality in packaging, information and advice helps reinforce positive emotions and trust.

Contagious Trust: Satisfied customers naturally spread trust through word of mouth in the beauty community.

1.1.4 Long-term Brand Value

Hasaki’s sincere commitment not only drives sales but also builds brand value based on credibility, transparency and sustainable growth.

The platform supports the brand's O2O (Online-to-Offline) expansion strategy, while maintaining customer trust - creating a competitive aura that is difficult for competitors to replicate.

2.1.1 Consistent Brand Positioning

Hasaki always builds the image of a chain of genuine cosmetics, good prices, fast delivery, making customers satisfied with the service.

This message is expressed consistently on the website, application and store, helping customers easily identify Hasaki and the products Hasaki provides.

Core values: Genuine - Affordable - Dedicated service - Prestige.

Target customers: Women aged 18-35, interested in beauty, skin care and convenient, reliable shopping experiences.

2.1.2 Memorable and Different Brand Identity

Logo & colors: Turquoise and white create a clean, modern, friendly look, associated with beauty and health.

Brand name: “Hasaki” is short, easy to remember, has a Japanese sound, creates a sense of professionalism and high quality, increases credibility

Consistent Brand Identity: From packaging, uniforms to store signs and website design, Hasaki always maintains visual harmony, ensuring instant recognition at every touchpoint.

2.1.3 Positive Emotion Positioning

Trust in authenticity: In a market full of counterfeits, Hasaki creates a strong sense of security and trust.

Commerce channel experience:

Online: Fast shopping, 2-hour delivery increases satisfaction and convenience.

In person: Try-before-you-buy experience and expert advice increase trust and professionalism, creating trust for customers.

Emotional engagement: Attentive customer care, birthday gifts, VIP programs and beauty livestreams help customers feel appreciated and understood.

2.1.4 Social Media and Community

Strong brand community: Active on Facebook, TikTok, and YouTube, where users share reviews, connect, and build engagement.

Emotional branding: Hasaki doesn’t just sell products — it sells confidence, self-love, and self-care.

Educational content: Skincare tutorials and authentic product recognition campaigns help cement Hasaki as a trusted beauty companion, not just a sales person.

3.1.1 Brand Identity

• Consistency: Logo, slogan, and color are used uniformly across all channels.

• Name meaning: Hasaki – short, easy to read, Japanese-sounding – evokes sophistication, safety, and authenticity.

• Logo: Simple sans-serif wordmark with a stylized lotus symbol; turquoise tone conveys cleanliness, trust, and calmness.

• Perception: The “Japanese standard – safe – real” concept reinforces professionalism and quality, suitable for the beauty industry.

3.1.2 Emotional Positioning

• Emotion: Peace of mind & protection
  100% genuine goods with a 200% refund policy create absolute trust and reassurance in a market full of counterfeits.
  Customers feel protected and confident — Hasaki stands for credibility and honesty.

• Emotion: Being cared for & accompanied
  Hasaki treats customers like friends, offering expert skincare advice and attentive service both online and in-store.
  The brand builds emotional connection through warmth, empathy, and consistency at every touchpoint.

3.1.3 Consistent Experience & Emotional Memory

• Uniform visuals and service quality across platforms strengthen user trust.

• Real, unedited imagery and transparent communication enhance authenticity.

• Professional staff training ensures customers always feel prioritized and emotionally connected.

• Storytelling about Hasaki’s journey deepens emotional attachment and brand loyalty.

In the cosmetics industry, perceived value comes not only from the product, but also from the shopping experience, service, and the emotions customers receive. Making a business grow and develop.

4.1.2 Promotional strategy but the price does not change

Flash Sale program, Hot Deal every day: helps customers feel like they are getting a bargain, creating excitement, stimulating repeat buying behavior.

Membership incentives: accumulate points to exchange for gifts, birthday discounts, priority to buy new products to create long-term relationships and customer loyalty.

4.1.3 Service experience - Emotions are the center

Store space: modern design, clean, easy to find products, has a testing area to create a feeling of being cared for and respected.

Consultant team: trained in cosmetics and skincare knowledge, helping customers choose the right product instead of just selling at all costs.

This enhances the perceived value of professionalism, a factor that makes customers trust and stick with a brand for a long time.

Considerate after-sales service: flexible returns, quick responses on the website & social networks create an impression of dedicated and professional service, making customers feel respected.

4.1.4 Perceived Value

Functional value: Customers feel that they have really benefited from buying genuine products, good prices, fast delivery, not feeling that they have made a mistake.

Emotional value: A fun, trustworthy shopping experience, attentive service creates a feeling of worth the money. And confidence when using the product,

Social value: When using Hasaki products or sharing shopping experiences, customers feel modern, know how to choose reputable places, have knowledge when choosing, and enhance their personal image.

• Proprietary E-commerce platform developed in-house for flexibility.

• Large customer and behavioral database managed through BI and CRM.

• Automated warehouse management system (WMS) syncing online and offline stock in real-time.

The trend of smart beauty and personalized health care is an opportunity but also a challenge in developing products and building appropriate marketing messages continuously.

Requires upgrading warehouse management technology, delivery, and data optimization to reduce costs and increase efficiency.

Applying AI technology to customize product recommendations, automatic chatbots, and customer behavior analysis requires a very in-depth IT, marketing and data analysis team.

The trend of smart beauty and personalized health care is an opportunity but also a challenge in developing products and building appropriate marketing messages continuously.

• OMS (Order Management System): The "brain" that receives and automatically coordinates orders from all channels (app, web, in-store). The system decides whether an order is processed from the central warehouse or the nearest store (the "store-as-warehouse" model).

• WMS (Warehouse Management System): An internal system (Hasaki WMS) manages tens of thousands of SKUs. For the cosmetics industry, the WMS is crucial for operating on the FEFO (First-Expired-First-Out) principle, ensuring products nearing their expiration date are shipped first, and optimizing the picking/packing routes for staff.

• TMS (Transport Management System): Optimizes delivery routes, coordinating with shipping partners to execute the NowFree2H delivery service.

• ERP (Enterprise Resource Planning): The central system connecting all business resources, synchronizing data between Accounting, Procurement, HR, and the operational systems (OMS, WMS).

• CRM (Customer Relationship Management): Hasaki's robust CRM system provides a unified 360-degree customer profile. It stores not only the cosmetic purchase history and reward points (Hasaki Coin) but also the complete service history from Hasaki Clinic (e.g., laser treatments, acne extraction).

• Data Analytics & AI: Collects and analyzes user behavior (via Google Analytics, BigQuery, Power BI) to inform business decisions. AI/Machine Learning powers the Recommendation Engine ("Suggested for you" section), proposing related products (cross-sell, up-sell) based on purchase history.

• Booking System: Integrated directly into the main app/website, allowing customers to view available slots and book appointments with doctors/technicians, which is synchronized with the clinic's internal schedule.

• Integrated Consultation: Thanks to the unified CRM, doctors/consultants can view a patient's entire history (both product purchases and services) to provide accurate advice (e.g., advising against a laser treatment if the customer recently purchased a BHA product).

• Treatment Technology: Investment in physical devices and high-tech machinery (laser, diode, etc.) to attract service customers.

However, in the beauty and health industry, customers share sensitive personal data (such as skin type, address, phone number, and purchase history), which is kept strictly confidential.

Therefore, protecting privacy is a key factor in building trust and maintaining customer loyalty and brand reputation.

Basic personal data (name, phone number, email, address)

Purchase and transaction history

Providing personalized promotions

Skin concerns or product preferences (if shared by volunteers)

Data is only used for order processing, personalized recommendations and customer support purposes and is absolutely not used for third-party advertising purposes without the customer's consent.

SSL encryption for all online transactions

Secure internal server to store customer information and security

Restricted data access to authorized personnel only and no personal information is disclosed

Regular system security checks and system upgrades

Request to view, correct or delete their data.

Customers have the right to refuse to disclose personal information to stores.

Have the right to review their information if they see a problem.

Withdraw consent to product marketing information.

Receive full information about how their data is used.

• Defective Product: The product has a technical issue or defect from the manufacturer (e.g., broken pump, damaged, spilled).

• Damaged in Transit: The product was scratched, cracked, or broken during delivery.

• Wrong Product Delivered: You received an incorrect item, shade, or size compared to your order.

• Expired Product: The product has passed or is very close to its expiration date.

• Unused and Unopened: The item must remain in its original condition, with intact seals and labels.

• Original Packaging: Return the product in its original box or packaging.

• Proof of Purchase: Provide the order invoice, receipt, or confirmation email.

• Promotional Items: Any free gifts or promotional items included with the purchase must also be returned.

• Products that have been used or tested, even once.

• Items purchased from special clearance sales or marked as “final sale.”

• Returns made after 30 days from the delivery date.

• Products missing original packaging, seals, or labels removed by the customer.

• Refunds will be processed within 5–7 business days (this is a correct average) via your original payment method.

• If you choose exchange, replacement items will be shipped immediately after confirmation.

Deliver seamless, intuitive, and user-friendly experiences with clarity and simplicity at their core;

Leverage data insights and user research to inform design decisions and drive personalization.

Facilitate design workshops and reviews to ensure shared understanding across teams.

Streamline and optimize design workflows for efficiency and high-quality product delivery.

Evolve and maintain the Design System, including building and managing Design Tokens across multiple platforms;

Ensure consistent visual language and accessibility standards across all product touch points.