I am Nguyen Hoai Xuan Lan, the CMO of Coolmate. I co-founded the company along with Pham Chi Nhu (CEO) and Nguyen Van Hiep (CTO) in 2019. Through our experience and dedicated research, we found out that there is a huge difference between the quality of menswear advertised online vs what is finally received by the customer. We wanted to close this gap and deliver quality apparel with great prices, prompt delivery, and unsurpassed care. Thus, Coolmate was born. We focus on essential products such as T-shirts, pants and underclothing.
All products are made by skillful hands in local factories that meet export standards.
What sets our business apart is the fact that we use environment-friendly raw material to make clothes while still guaranteeing comfort. Our target audience are males in the age group of 18–34 years who are digitally savvy. The business has 2 hubs in Ho Chi Minh and Ha Noi city with 86 employees of which 50 have been recruited through FB pages and groups. We ensure that we keep our social media active and post relevant content to promote products, strengthen brand awareness and increase customer engagement.
A digital presence helped reduce the impact of the pandemic.
We are also focused on giving back to the community and thus, for the past one-and-a-half years, we have been donating 10 to 15 million VND/month (approx.) to the Cap La Yeu Thuong fund of VTV that is on a mission to help children in difficult circumstances.
In 2022, she plans to launch a new product every month and expand the business further.
We were going as per plan when the pandemic struck and our deliveries were greatly impacted. Fortunately, we were able to overcome this challenge by re-strategizing. Another factor that helped keep the impact of the pandemic to the minimum was our online presence. We registered a stable growth rate of 15-20% throughout the pandemic.
The e-commerce market in Vietnam is competitive, but one can grow by building sustainable relationships with customers. Also, keeping up with the changing times is key. The market is still reeling with the impact of the pandemic, but there are better days in store.