MobileCity

What MobileCity does

MobileCity is a Vietnamese consumer electronics retail and repair chain founded on June 10, 2014, operating 6 physical stores across Hanoi, Da Nang, and Ho Chi Minh City, complemented by an e-commerce website that attracts millions of monthly visits. The company sells new and pre-owned smartphones, tablets, laptops, Xiaomi televisions, and accessories from a broad set of brands including iPhone, Samsung, Xiaomi, Realme, Vivo, OPPO, OnePlus, Asus (ROG Phone), Google Pixel, Sony, LG, Lenovo-Motorola, Honor, Tecno, Vsmart, Meizu, and Nokia. It also runs a multi-brand in-house repair service covering screen, battery, and hardware faults for iPhone, iPad, Apple Watch, MacBook, Samsung, OPPO, Xiaomi, Realme, Asus, Sony, LG, Vivo, Google Pixel, Surface, and Vsmart devices, supported by three regional technician training centers.

The business model combines hardware resale (new and 99%-condition used phones) with professional repair services, accessories sales, and warranty programs. The standard warranty is free with purchase (6 months used / 12 months new); the premium Gold Warranty (Bảo Hành Vàng), priced under 10% of product value, covers accidental damage to screen, battery, camera, and fingerprint components with 30-day exchange and free accessories. Go-to-market is omnichannel: 6 owned retail showrooms, a website with product listings and stock-by-location visibility, hotline and Zalo/Facebook ordering, nationwide delivery via a Viettel Post partnership, and an accessories dealer program with marketing and ad co-funding support. Marketing spans Facebook, YouTube, Zalo, Instagram, TikTok, Twitter, a content/news blog, weekly member events with phone giveaways, and a referral program (buy 4 phones, get 1 free Gold Warranty). The company is privately held, founder-owned with no external funding, and reports 251-500 employees.

Name

MobileCity

Legal name

MobileCity

Website

https://mobilecity.vn

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

MobileCity is a Vietnamese consumer electronics retail and repair chain operating 6 stores across Hanoi, Da Nang, and Ho Chi Minh City, serving individual consumers with new and used smartphones, tablets, laptops, accessories, and multi-brand repair services since 2014.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731)

akta.pro primary industry

Mobile Devices & Accessories Distribution (CRAOACAE)

akta.pro secondary industry

Mobile Device (Smartphone/Tablet) Trade-in & Recycling (BPALAIAG)

Keywords

• Mobile phone retail
• Consumer electronics store
• Smartphone resale
• Phone repair services
• Mobile accessories distribution

Headquarters

HQ city

Hanoi

HQ country

Vietnam

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Phone Sales: Retail sale of new and used smartphones from major brands (iPhone, Samsung, Xiaomi, Realme, Vivo, OnePlus, OPPO, etc.)
2. Repair Services: Screen replacement, battery replacement, and hardware repair services for multiple phone brands including iPhone, Samsung, Xiaomi, OPPO, Realme, Vivo, Sony, LG, Asus, and Google Pixel
3. Accessories Sales: Sale of phone accessories including chargers, cables, wireless earphones, phone cases, screen protectors, cooling fans, power banks, air purifiers, smartwatches
4. Warranty Packages (Bảo Hành Vàng): Premium warranty packages offering extended coverage including screen, battery, camera, fingerprint sensor, and accidental damage support with priority service

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

MobileCity is a Vietnamese multi-store retail chain that sells new and pre-owned smartphones, tablets, laptops, Xiaomi TVs, and mobile phone accessories through six physical stores and an e-commerce site. The company complements device sales with phone repair services, tiered warranty packages (Standard and Gold Warranty / Bảo Hành Vàng), a dealer network for accessories, and phone repair technician training.

Product overview

MobileCity is a multi-channel retail and repair store for mobile phones and technology products in Vietnam, operating across 6 store locations in Hanoi, Da Nang, and Ho Chi Minh City since June 2014. The company offers a unified portfolio combining new and used mobile phones (iPhone, Samsung, Xiaomi, Realme, Vivo, OPPO, OnePlus, and other brands), tablets (iPad, Samsung Galaxy Tab), laptops (MacBook, Xiaomi laptops), Xiaomi TVs, and phone accessories (headphones, chargers, power banks, smartwatches). A key differentiator is the integrated repair service network that operates alongside the retail business, covering iPhone, Samsung, OPPO, Xiaomi, and other major brands, with a training center for phone repair technicians across three regions. The company provides both in-store and online purchasing with nationwide delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Smartphones (new and pre-owned) Retail sale of new and pre-owned mobile smartphones to individual consumers through MobileCity's physical stores and e-commerce site.
• Tablets
• Laptops
• Xiaomi TVs
• Mobile accessories
• Phone repair services
• Warranty packages (Standard and Gold Warranty / Bảo Hành Vàng)
• Accessory dealer program
• Phone repair technician training

Quantifiable outcome

• 10+ years operating as mobile retail chain
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Viettel PostcoreChannel Partner/ Reseller/ DistributorNationwide delivery partnership for shipping products to customers across Vietnam. Handles all delivery orders outside store proximity areas. Delivery time 2-4 days excluding Sundays and holidays. Shipping fees charged according to current postal rates.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• The Gioi Di Dong (Mobile World): Vietnam's largest mobile phone and consumer electronics retail chain with hundreds of stores nationwide. Directly comparable to MobileCity in product mix (smartphones, tablets, accessories) and multi-channel retail model, but at significantly larger scale.
• FPT Shop: Major Vietnamese multi-brand consumer electronics and smartphone retailer with extensive physical stores and a strong e-commerce platform. Highly comparable product categories and DTC omni-channel GTM similar to MobileCity.
• CellphoneS: Vietnamese mobile phone retail chain selling new and used smartphones, tablets, accessories, with in-store repair services. Closely mirrors MobileCity's integrated retail-plus-repair model and multi-brand positioning.
• Hoang Ha Mobile: Vietnamese smartphone retail chain offering new and used devices, accessories, and repair services across physical stores. Operates in the same niche as MobileCity with a comparable product catalog and warranty offerings.
• Viettel Store: Telco-owned smartphone and device retail arm of Viettel in Vietnam. Comparable in physical-store smartphone retail and bundled services, with the added advantage of carrier tie-ins.
• An Phat Mobile: Smaller Vietnamese smartphone retailer with multi-brand new and used device offerings. Comparable product positioning and GTM, though with a smaller store footprint and less service depth than MobileCity.

Broad incumbents

• Dien May Xanh: Largest Vietnamese big-box consumer electronics retailer under the Mobile World group, with broader category coverage (appliances, electronics, smartphones). Comparable omni-channel and scale dynamics but a wider portfolio than MobileCity.
• Pico: Vietnamese consumer electronics and home appliance retail chain. Overlaps with MobileCity in tablets, laptops, and accessories retail but serves a broader appliance-led use case.
• Nguyen Kim: Long-standing Vietnamese consumer electronics retailer offering smartphones, laptops, and home electronics across physical stores and e-commerce. Comparable in category mix but operates at greater scale and broader scope.

Regional players

• Bach Hoa XANH: Vietnamese omni-channel retailer (under Mobile World group) primarily focused on FMCG with growing consumer electronics assortment. Comparable omni-channel retail DNA and Vietnamese footprint, but a different core category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mobilecity_vn
• YouTubeyoutube.com/@mbct.channel
• Facebookfacebook.com/MobileCity.vn
• Instagraminstagram.com/mobilecityvn
• TikToktiktok.com/@mobilecitymedia
• LinkedInlinkedin.com/company/mobilecity-vietnam

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 MobileCity