What Concung does

Con Cưng (legal name Công Ty Cổ Phần Con Cưng) is Vietnam's largest specialty retailer of maternity and baby care products, operating an omnichannel model that combines 1,102 physical retail stores nationwide with owned e-commerce properties (concung.com, an exclusive WebApp, and iOS/Android mobile applications) plus third-party distribution on Shopee, Lazada, and TikTok Shop. The company was founded in 2012 by Tien Luu, who serves as founder and CEO, and operates as a member of the CCI Group diversified conglomerate with its registered headquarters at 66 Nguyen Du, Ho Chi Minh City. Headcount is reported in the 1,001–5,000 range, consistent with a national-scale retail operation.

The product portfolio spans formula milk (US, Japanese, Australian, European, and Vietnamese brands), diapers and wipes, baby food and nutritional supplements, skincare and hygiene, strollers and car seats, feeding accessories, clothing, and toys. Con Cưng distributes both third-party international brands (Abbott's PediaSure, Nestlé NAN, Nestlé Nutren Junior, Sunday Natural, Huggies, Pampers) and its own private labels, notably Animo (diapers, wipes, car seats, nursing accessories) and Concung Gentle Care. The technology layer includes image-based product search, live-stream commerce, 1-hour express delivery ("Siêu Tốc 1h"), a tiered C Rewards membership program with partner benefits (KFC, Highland Coffee), and a super-app initiative in development.

The business model is fundamentally transactional retail: revenue is generated through one-time product sales across physical stores and digital channels, with unit pricing in Vietnamese Dong, frequent promotional campaigns of 5–30%, and a tiered membership structure. The customer base is purely B2C, targeting Vietnamese mothers, expectant mothers, and families with children from birth through approximately age 13. The company has raised approximately US$106.8 million in disclosed funding across four rounds (2013, 2016, 2018, and a US$90 million growth-equity round from Quadria Capital in January 2022), with the most recent round supporting a stated target to reach 2,000 stores by 2025 and to develop the super-app platform.

Name

Concung

Legal name

Công Ty Cổ Phần Con Cưng

Website

https://concung.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Con Cưng is Vietnam's largest specialty retailer of maternity and baby care products, operating 1,102 physical stores alongside e-commerce, mobile apps, and a developing super-app, serving individual mothers and families with children from birth to age 13.

Ownership category

akta.pro rank

Product category

Maternity and Baby Care Retail

NAICS

Health and Personal Care Retailers (4561), Other Health and Personal Care Retailers (45619)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Miscellaneous Retail (5900)

akta.pro primary industry

Baby, Kids & Maternity DTC (CRAFACAI)

Keywords

• Maternity retail
• Baby care products
• Infant nutrition
• Maternity essentials
• Baby supplies

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales - Physical Stores: Revenue generated from sales of baby care and maternity products through physical retail store network of 1,102 stores across Vietnam. The stores offer a wide range of products including formula milk, diapers, vitamins, skincare, feeding accessories, strollers, car seats, clothing, and toys.
2. E-commerce and Online Sales: Online sales through concung.com website and mobile applications (iOS and Android), featuring same-day express delivery, live streaming commerce, and promotional campaigns. Customers can also order via Shopee and TikTok Shop marketplaces.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Concung (Con Cưng) operates Vietnam's largest maternity and baby care retail chain, offering a comprehensive omnichannel shopping experience across 1,102 physical stores nationwide and digital platforms including its e-commerce website and mobile apps. The company retails a wide assortment of products spanning formula milk, diapers, baby food, vitamins and supplements, skincare, feeding accessories, strollers, car seats, clothing, and toys from global brands alongside its own private-label lines. It also provides value-added services such as 1-hour express delivery, live stream commerce, and a tiered membership rewards program.

Product overview

Concung (Con Cưng) operates as Vietnam's largest maternity and baby care retail chain, offering a unified omnichannel platform combining physical retail stores with digital commerce. The portfolio centers on the core Concung retail platform supported by mobile applications (iOS/Android apps and exclusive WebApp), with an planned super app expansion. The business model features both third-party international brands (PediaSure from Abbott, Nestlé NAN, Sunday Natural) and private-label sub-brands (Animo diapers and baby gear, Concung Gentle Care). Product categories span formula milk, diapers, baby food, vitamins and supplements, skincare, baby gear, clothing, and toys. The membership program provides exclusive benefits through integrated payment systems and delivery partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Concung Baby Care Retail Platform Vietnam's largest maternity and baby care retail chain offering an omnichannel shopping experience through 1,102 physical stores nationwide and digital platforms, targeting Vietnamese mothers and families with children aged 0-13.
• Concung Mobile App Native mobile shopping application available on iOS and Android that enables product browsing, live streaming commerce, membership management, exclusive app-only promotions, and QR code scanning for Vietnamese parents and caregivers.
• Concung WebApp Web-exclusive shopping platform offering special promotional deals and discounts not available through other sales channels, targeted at Vietnamese parents seeking value pricing on baby and maternity products.
• Concung Membership Program (C Rewards) Tiered membership rewards program offering exclusive discounts, C Rewards points accumulation, and partner benefits with brands such as KFC and Highland Coffee, designed to drive repeat purchases among Vietnamese mothers and families.
• 1-Hour Express Delivery (Sieu Toc 1h) Same-day 1-hour express delivery service available to customers in serviceable areas across Vietnam, providing rapid fulfillment of urgent baby care and maternity product needs ordered through the app or website.
• Concung Live Stream Commerce Real-time video shopping feature allowing customers to watch live product demonstrations and make purchases during broadcast events with exclusive deals, available through the Concung website and mobile app.
• Animo Private Label Brand Concung's private label brand offering diapers (including Animo Siêu Mềm Thoáng range), wet wipes, car seats, and nursing accessories for Vietnamese parents and infants.
• Concung Gentle Care Private Label Concung's private label line of gentle care products formulated for babies, sold through Concung's physical stores and online platforms in Vietnam.

Quantifiable outcome

• 1-hour express delivery service available for customers in serviceable areas
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Sunday NaturalminorChannel Partner/ Reseller/ Distributor · 30 October 2024Con Cung serves as a distribution channel for Sunday Natural's German-made Vitamin D3 K2 MK7 supplement for infants and young children in Vietnam. The product is available at Con Cung retail stores, expanding Sunday Natural's distribution beyond existing platforms like Kids Plaza, Lazada, Shopee, and TikTok.
• Kids PlazaminorChannel Partner/ Reseller/ DistributorKids Plaza is identified as another major Vietnamese retailer distributing baby care products, including Elyssia's Moyuum breastfeeding brand which became the top-selling baby feeding bottle in Vietnam.
• CCI GroupcoreOthersCon Cung is a member of CCI Group (Cong Ty Co Phan Con Cung is a member of Tập đoàn CCI Group). CCI Group is the parent company providing corporate governance and strategic direction.

Scale indicators4 records

Recent moves7 records

Expansion highlights2 records

Direct peers

• Mothercare: Global specialty retailer focused on maternity and baby products with branded stores and wholesale distribution. Directly comparable on category (clothing, gear, feeding, nursery) and omnichannel retail model serving expectant and new parents.
• Kids Plaza: Vietnamese specialty maternity and baby products retailer, identified in Con Cung's own data as a parallel distribution channel for international brands. Operates similar physical-store + online model targeting Vietnamese mothers and families.
• Babyshop: Pan-regional specialty maternity and baby retailer operating across the Middle East, North Africa, and Asia with physical stores and e-commerce. Comparable in omnichannel specialty retail focus on maternity, infant care, and kids' products.
• Bibomart: Indonesian specialty maternity and baby products retailer with a multi-store physical footprint plus e-commerce. Closest Southeast Asian direct comparable in category focus, omnichannel model, and assortment breadth across formula, diapers, gear, and apparel.

Broad incumbents

• Carter's Inc. Largest branded marketer of baby and young children's apparel in North America with global wholesale and retail presence. Comparable as a broad incumbent in adjacent baby category (clothing/soft goods) that Con Cung also carries but does not specialize in.
• Miki House: Japanese premium baby and children's clothing and goods brand with retail and department store distribution across Asia. Comparable as a broad incumbent focused on premium-positioned baby and kids' products, often distributed through retailers like Con Cung.
• Boots: UK-headquartered global health and beauty retailer with substantial baby and maternity assortment including formula, toiletries, and pharmacy services. Comparable as a broad incumbent offering a partial overlap assortment and loyalty program in baby/personal care.

Regional players

• Bumps to Babes: Hong Kong specialty baby retailer with a curated assortment of premium international baby brands and strong in-store experience. Comparable as a regional specialty player emphasizing authenticity, premium positioning, and breadth across infant categories.
• Akachan Honpo: Japan's largest specialty baby and maternity store chain with extensive physical footprint and growing e-commerce. Comparable as an Asian regional specialty baby retailer with omnichannel model, though operating in a more mature demographic market than Vietnam.
• Hato Baby: Singapore-based Southeast Asian specialty baby and maternity retailer with stores across the region. Comparable to Con Cung in category focus and in serving the Southeast Asian Chinese-and-local family demographic for maternity and infant needs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCSFtVu9gQCdEWNv58X70Wxw
• Facebookfacebook.com/concung
• Xx.com/concung

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Concung