Nguyen Kim Trading Joint Stock Company wins at Asian Innovation Excellence Awards 2025

The company drives growth through digital transformation and innovative retail partnerships.

Nguyen Kim Trading Joint Stock Company won Vietnam Brand Innovation of the Year - Electronic Retail and Vietnam Business Model Innovation of the Year - Electronic Retail in the Asian Innovation Excellence Awards 2025. 

Since its first store opening in 1992, Nguyen Kim Trading Joint Stock Company has sought to remain relevant amidst rising competition and digital-first consumer behaviour. In 2025, the company relaunched its name from nguyenkim to nguyenkim.com to pivot into a digital-first era.

Key initiatives included renovating stores with modern layouts, restructuring into an omnichannel and marketing team, and deploying real-time price intelligence to maintain fair pricing. Collaborations with valued partners such as Samsung, Toshiba, TCL, Aqua, Hisense, and Comfee introduced AI-powered brand zones and co-branded campaigns. Nguyen Kim expanded its digital engagement through online marketplaces, including Shopee and TikTok, bolstered by a dedicated livestream and content studio and over 100 influencers creating authentic reviews.

As a result, Nguyen Kim’s renovated stores reported sales uplifts year-on-year and the company maintained competitive pricing to reinforce fair value. Brand month campaigns with key suppliers delivered double-digit growth, whilst online sales grew strongly, making Nguyen Kim Trading Joint Stock Company the top 1 shop in Shopee’s Home Appliances category.

Parallel to this transformation, Nguyen Kim Trading Joint Stock Company forged a consignment partnership with GO! Hyper/Supermarkets to bring small domestic and kitchen appliances into grocery aisles. This innovation combined the strengths of Central Retail Vietnam’s food and non-food business units, creating a seamless shopping experience where customers can buy appliances alongside daily essentials in one trip.

This consignment model introduced new customer journeys and digital touchpoints, including interactive tablets and access to the full product catalogue via the GO! app. Products purchased retain Nguyen Kim Trading Joint Stock Company’s warranties and after-sales services, maintaining trust. The partnership expanded customer reach by exposing appliances to thousands of daily GO! shoppers and drove consistent double-digit sales growth in 15 GO! stores. 

The Asian Innovation Excellence Awards honours companies that achieve measurable outcomes and address key challenges through innovation and operational improvement, recognising initiatives that drive meaningful progress across diverse industries in the region.

The Asian Innovation Excellence Awards is presented by Asian Business Review. To view the full list of winners, click here. For more information on the awards programme, you may contact Julie Anne Nuñez-Difuntorum at (+65) 3158 1386 ext 242 or at [email protected].