Pico
- Company typePrivate
- Founded2007
- HeadquartersHanoi, Vietnam
- Headcount1–10
- GTM typeB2C
- OfferingServices
Pico firmographics
Firmographics- Name
- Pico
- Legal name
- Công ty cổ phần Pico Retail
- Website
- https://pico.vn
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Pico industry classification
Industry- Product category
- Consumer Electronics Retail
- akta.pro primary industry
- Big-Box Electronics + Gaming & VR Retail (CRACAAAG)
- akta.pro secondary industries
- Television Retail (LED/LCD/OLED/QLED/Mini-LED) (CRACAEAA), VR/XR Hardware & Accessories (Headsets, Controllers, Trackers, Haptics) (MPAFAGAG)
Keywords
Where Pico is headquartered
LocationHeadquarters
- HQ city
- Hanoi
- HQ country
- Vietnam
- HQ region
- Asia
Offices1 record
Markets served
Pico business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Sales of Electronics and Home Appliances: Pico generates revenue through retail sales of consumer electronics and home appliances including air conditioners, televisions, refrigerators, washing machines, kitchen appliances, phones, laptops, and accessories. The company operates on a traditional retail margin model with promotional pricing strategies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Physical retail stores and online e-commerce platform |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Pico product offering
Product offeringCore offering
Pico (Công ty cổ phần Pico Retail) is a Vietnamese electronics and home appliances retail chain operating under the brand 'Điện Máy Pico' ('Siêu thị điện máy Pico'). The company sells consumer electronics including air conditioners, televisions, refrigerators, washing machines, dryers, kitchen appliances, mobile phones, laptops, monitors, and accessories through both physical superstores and an e-commerce platform at pico.vn. Pico also develops VR headsets including the Project Swan flagship and Pico OS 6 operating system, and offers delivery, installation, warranty, and installment payment services.
Product overview
Pico operates as a Vietnamese electronics retail chain (Điện máy Pico) under Công ty cổ phần Pico Retail, offering consumer electronics and home appliances through both physical stores and online platform at pico.vn. The product portfolio includes air conditioners, TVs (LED, QLED, OLED, Google TV), refrigerators, washing machines, dryers, fans, phones, rice cookers, air purifiers, water purifiers, vacuum cleaners, computers, monitors, headphones, printers, and cameras from major brands. In the VR/AR space, Pico develops its own VR headsets including the upcoming Project Swan flagship headset and Pico OS 6 operating system. The company also offers enterprise VR solutions and maintains partnerships with international AI companies. Pico's retail business emphasizes promotional sales events including flash sales, hot deals, and seasonal promotions with discounts up to 50%.
Differentiator
Problem solved
Functional benefit
Products and services
- Điện Máy Pico Retail Chain
- Pico Online Store (pico.vn)
- Project Swan VR Headset
- Pico OS 6
Companies that use Pico
Customer profileSegments1 record
Ideal customer profiles1 record
Pico technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pico partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Pico competitors and assessment
Company assessmentDirect peers
- An Phu Computer: An Phu Computer is a Vietnamese ICT and consumer electronics retailer covering laptops, components, monitors, and peripherals, overlapping with Pico's ICT category assortment and customer profile.
- Nguyen Kim: Nguyen Kim is a long-standing Vietnamese big-box electronics and appliance retailer recently acquired by Pico. It shares identical product categories (TV, AC, fridge, washing machines) and a similar superstore retail format.
- Hoang Ha Mobile: Hoang Ha Mobile is a Vietnamese electronics retail chain focused on mobile devices, laptops, and accessories. It is comparable to Pico's ICT-heavy share of assortment and customer base.
- Mobile World Investment Corporation (MWG): MWG operates The Gioi Di Dong and Dien May Xanh, Vietnam's largest consumer electronics and appliance retail chains. It directly competes with Pico on appliances, TVs, mobile phones, and accessories with a substantially larger nationwide footprint.
- MediaMart Vietnam: MediaMart operates big-box electronics and appliance superstores in Vietnam, directly overlapping Pico on assortment (AC, fridge, TV, kitchen appliances) and store-based retail model.
- CellphoneS: CellphoneS is a major Vietnamese specialty retailer for mobile phones, laptops, and consumer electronics. It overlaps with Pico on ICT and smart-device categories and competes for similar consumer traffic.
- FPT Retail (FPT Shop): FPT Retail runs FPT Shop, a leading Vietnamese omnichannel electronics retailer selling phones, laptops, and home appliances with strong brand partnerships. It competes head-to-head with Pico on store coverage and category assortment.
Emerging players
- Shopee Vietnam: Shopee is a leading Southeast Asian e-commerce marketplace that competes with Pico on price, assortment depth, and convenience — especially for ICT accessories, phones, and small appliances.
Broad incumbents
- Samsung Vietnam Brand Stores: Samsung operates its own branded retail experience stores and direct e-commerce in Vietnam, competing directly with Pico on TVs, phones, and appliances while also serving as a key supplier.
- AEON Vietnam: AEON operates large-scale shopping malls in Vietnam that house electronics and appliance departments, competing indirectly for household big-ticket purchases as a broader retail destination.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Pico social profiles
Digital presencePico financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pico leadership team
Management profileNumber of profiles
Pico funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pico M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pico
What does Pico do?
Pico (Công ty cổ phần Pico Retail) is a Vietnamese electronics and home appliances retail chain operating under the brand 'Điện Máy Pico' ('Siêu thị điện máy Pico'). The company sells consumer electronics including air conditioners, televisions, refrigerators, washing machines, dryers, kitchen appliances, mobile phones, laptops, monitors, and accessories through both physical superstores and an e-commerce platform at pico.vn. Pico also develops VR headsets including the Project Swan flagship and Pico OS 6 operating system, and offers delivery, installation, warranty, and installment payment services.
Is Pico a public or private company?
Pico is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pico founded?
Pico was founded in 2007. It employs 1 to 10 people.
Where is Pico based?
Pico is headquartered in Hanoi, Vietnam, in the Asia region.
How does Pico make money?
One revenue line is on record: retail Sales of Electronics and Home Appliances.
Who are Pico's main competitors?
Direct peers on record are An Phu Computer, Nguyen Kim, Hoang Ha Mobile, Mobile World Investment Corporation (MWG), MediaMart Vietnam, CellphoneS and FPT Retail (FPT Shop). Shopee Vietnam is listed as an emerging player. Broad incumbents are Samsung Vietnam Brand Stores and AEON Vietnam.
Does Pico have an API?
No public API is recorded for Pico.
What industry is Pico in?
Pico's product category is Consumer Electronics Retail. Its primary akta.pro industry code is CRACAAAG, Big-Box Electronics + Gaming & VR Retail, with a secondary code of CRACAEAA, Television Retail (LED/LCD/OLED/QLED/Mini-LED).