How Vinamilk Broke Into Singapore & Malaysia at Speed — A Sellercraft Success Story
Vinamilk, Vietnam’s iconic dairy giant, entered its regional expansion with ambition and clarity: to establish a strong presence in Singapore and Malaysia—two of Southeast Asia’s most demanding consumer markets. These are markets defined by strict regulatory frameworks, sophisticated retail ecosystems, and fast-moving digital landscapes.
To navigate this complexity with speed and precision, Sellercraft took the lead, acting as the central operator behind the entire market-entry strategy. Working in close coordination with Ninja Van as the logistics partner, Sellercraft transformed a multi-layered cross-border expansion into a seamless, end-to-end execution.
Vinamilk at a Glance
Vinamilk is Vietnam’s largest dairy manufacturer and a household name across Southeast Asia. With more than 200 SKUs spanning dairy, beverages, and nutrition—and distribution across 250,000+ outlets—the brand has earned trust through its commitment to quality, safety, and internationally recognised production standards. Its expansion into Singapore and Malaysia was a strategic next step in strengthening its regional leadership and serving increasingly health‑conscious consumers.
A Clear Objective, A Unified Strategy
Vinamilk’s goal was straightforward: enter two new markets quickly, efficiently, and with measurable early traction—without building local entities or internal teams. Sellercraft engineered a market‑entry framework that balanced speed with precision, and ambition with pragmatism.
Our strategic foundation focused on:
- Fast and compliant regulatory approval
- Smart, controlled pilot shipments to understand real market demand
- Rapid digital activation to establish early visibility and trust
- Early retail penetration to anchor the brand across key channels
- A scalable, future‑proof structure designed for long‑term growth
This alignment ensured that Vinamilk entered both markets not only fast—but right.
How Sellercraft Engineered the Expansion
Sellercraft treated Vinamilk’s expansion as a guided, step‑by‑step journey—removing complexity while building momentum with each phase. Every component, from compliance to logistics to retail, was tied together in one coherent and disciplined engine.
1. Getting Market‑Ready With Fast Compliance
Entering Singapore and Malaysia meant navigating two different regulatory systems—HSA in Singapore and NPRA in Malaysia. Sellercraft led the compliance process with clarity and precision while coordinating with Ninja Van for IOR/MOR requirements.
We handled:
- Product notification and registration
- Ingredient and label validation
- Documentation checks and regulatory advisory
This enabled Singapore approval in under a week and ensured Malaysia’s multi‑step submission progressed smoothly.
In simple terms: we removed regulatory barriers so Vinamilk could enter fast and fully compliant.
2. Testing the Market Before Going Big
Rather than flooding the market, Sellercraft validated product fit through controlled pilot shipments. This smart, low‑risk approach allowed us to study how real consumers and retailers responded.
We assessed:
- Channel‑specific demand across MT, CVS, HORECA, and specialty outlets
- Sell‑through velocity and SKU preferences
- Price sensitivity and shopper behaviour
- Retailer interest and trade feedback
In simple terms: we learned what worked before scaling—saving cost and strengthening strategy.
3. Building a Strong Online Presence Early
Sellercraft activated Vinamilk’s online presence across both markets within one month—before the first shipments arrived.
This included:
- Localised product assets and brand content
- Full marketplace onboarding and setup
- Market‑specific pricing and promotions
- Launch planning for early traction
A polished online presence strengthened credibility with retailers and consumers alike.
In simple terms: Vinamilk became discoverable and shop‑ready from day one.
4. Making Operations Smooth and Predictable
Sellercraft synchronised every operational milestone with the commercial rollout. Ninja Van supported with freight, customs, warehousing, and fulfilment; Sellercraft orchestrated the full schedule to keep movement continuous.
This created:
- Consistent 3‑day port‑to‑port shipments
- Predictable replenishment flow
- Warehousing and fulfilment aligned to launch phases
In simple terms: operations ran in the background without slowing growth.
5. Accelerating Sales Enablement & Distribution
To build traction quickly, Sellercraft activated multiple channels at once—accelerating Vinamilk’s on‑the‑ground presence.
We drove:
- Targeted outreach to retailers
- Early listing and distribution opportunities
- Sampling and in‑store awareness programmes
- A strong retail and channel pipeline
In simple terms: we opened doors and created early demand.
6. Creating a Platform Built for Long‑Term Growth
Once demand was validated, Sellercraft shifted into scale mode—expanding channels, deepening retail presence, and preparing the brand for long‑term commercial structure.
We supported:
- Rolling out additional SKUs
- Increasing channel coverage
- Strengthening brand visibility and in‑market trust
- Planning long‑term commercial arrangements
In simple terms: Vinamilk entered the market with a future‑proof system.
A Timeline Guided by Precision
Sellercraft executed the expansion in disciplined stages:
- Regulatory Setup: Singapore approved in <1 week; Malaysia progressed through a structured submission.
- Cross‑Border Movement: GTM‑aligned shipments landed in just 3 days.
- Digital Activation: Full online presence launched within the first month.
- Retail Expansion: 72 Modern Trade outlets onboarded in Malaysia by Month 3.
Every milestone connected seamlessly because Sellercraft operated the entire roadmap from a single command point.
Real Results, Real Momentum
Vinamilk’s early traction confirmed the strength of the model—and the market fit.
The expansion delivered:
- Presence in 72 Modern Trade outlets across Malaysia
- Online revenue reaching four‑digit SGD monthly by Month 4
- A remarkable 11× revenue growth between Month 2 and Month 4
- Continuous improvements in ROAS and overall ad efficiency
This level of traction, achieved without a local entity or team, demonstrated how effective the Sellercraft expansion engine can be for regional brands.
A Foundation for Long‑Term Growth
With Phase 1 completed, Sellercraft continues to lead Vinamilk into its next chapter. The upcoming phase includes:
- Introducing more SKU varieties across both markets
- Expanding across MT, CVS, gourmet, and HORECA
- Strengthening marketplace and DTC optimisation
- Running coordinated activation and sampling campaigns
- Formalising long‑term commercial structures to support lasting growth
Sellercraft remains at the centre of Vinamilk’s expansion engine—ensuring consistency, scalability, and long‑term success.
Partner With Sellercraft
Sellercraft helps FMCG brands enter Singapore and Malaysia with speed, structure, and strategic clarity. Our end‑to‑end market‑entry model empowers brands to scale confidently without the cost or complexity of building in‑market teams.
You keep the brand. We run the expansion.