Dien May Xanh And The Gioi Di Dong Rank Among Asia’s Top 15 Brands For Consumer Trust In 2026

In October 2026, Inside Retail Asia released its ranking of the top 100 retailers in Asia based on the Brand Conviction Index (BCI): Asia’s Top 100 Retailers. In the ranking, Dien May Xanh placed 12th and The Gioi Di Dong ranked 14th, bringing two Vietnamese brands into the Top 15 most trusted retailers in Asia.

The ranking was based on more than 70,000 survey responses, combined with YouGov BrandIndex data tracked continuously over a 12-month period ending May 31, 2026. The study assessed consumer trust and willingness to recommend brands across 11 Asian markets. The two brands’ presence among the leading retailers reflects their ability to build consumer trust and earn customer advocacy, extending beyond their business performance alone.

Dien May Xanh leads Asia’s consumer electronics and home appliances retail sector

In the ranking, Dien May Xanh was the highest-ranked consumer electronics and home appliances retailer in Asia. Notably, according to data published by Inside Retail Asia, for every customer shopping at Dien May Xanh, more than 1.5 other people were willing to recommend the brand to those around them.

This result highlights the brand’s reach among surveyed consumers, particularly its ability to turn shopping experiences into customer advocacy. For consumer electronics and home appliances, where purchasing decisions often require careful consideration, trust is built not only at the point of sale but also throughout the product ownership journey.

Alongside its extensive store network and online shopping channels, Dien May Xanh focuses on maintaining customer relationships through after-sales services, particularly its Tho Dien May Xanh technical service team. Delivery, installation, product usage guidance, and equipment maintenance help customers receive ongoing support after their purchases, contributing to a more complete shopping experience and strengthening trust in the brand.

Consumer trust has also accompanied Dien May Xanh’s business growth. In September 2026, the chain recorded revenue of more than VND 12.4 trillion, its highest monthly revenue since the beginning of the year and exceeding its previous peak during the Lunar New Year shopping season. For the first nine months of the year, revenue reached VND 99.46 trillion, up 29% year-on-year and equivalent to 81% of its full-year target. Notably, its retail chains in Vietnam maintained growth of nearly 30% without opening additional stores, while same-store sales growth (SSSG) reached 30%.

These results demonstrate that growth has been driven not only by attracting new customers but also by improving the productivity of the existing store network. Air conditioners were among the standout growth categories, supported by demand for delivery, installation, and maintenance services. This category also highlights the role of after-sales support in enhancing the shopping experience and sustaining long-term relationships between Dien May Xanh and its customers.

The Gioi Di Dong strengthens its position with more than 50% of Vietnam's new mobile phone market

In the mobile phone retail sector, The Gioi Di Dong continues to hold a prominent position in Vietnam, accounting for more than 50% of the market share for new mobile phones sold over the past year. Beyond market share, the brand’s consumer advocacy is also reflected in the BCI survey results: among the Vietnamese consumers surveyed, the number of people willing to recommend The Gioi Di Dong exceeded its current customer base.

Given the constantly evolving nature of technology products, consumers often place considerable importance on expert advice, product authenticity, warranty policies, and post-purchase support. Maintaining a consistent experience across physical stores and online channels is one of the key factors helping The Gioi Di Dong build lasting customer relationships.

According to Inside Retail Asia, Vietnam’s electronics and home appliances retail sector stands out because the number of consumers willing to recommend brands significantly exceeds the number of existing shoppers. This indicates that advocacy for retailers can extend well beyond their current customer base.As competition intensifies, consumer trust remains a critical foundation for retailers to sustain brand appeal, strengthen customer loyalty, and expand their reach to new consumers, alongside business scale and market coverage.