An E-Commerce Powerhouse in the Making

Next Story

Travel Healthy Vietnam - Part I: Top 20 Items to Pack

May 25, 2016

Mobile World Investment Corp (MWG) [BUY +42.1%] Update Report

Mobile World An e-commerce powerhouse in the making

We reiterate BUY on MWG. Apart from its dominant brick-and-mortar model, MWG has established an excellent omni-channel that allows its online sales to thrive in a highly potential but tough-to-win e-commerce sector in Vietnam. These are sustaining high growth yet MWG is trading at an undemanding valuation of FY16 PER of 6.8x.

Growth remains admirably elevated on solid SSSG, online sales and new store openings. Q1 2016 net revenues and NPAT grew by 75% and 80% respectively vs Q1 2015. This is driven by a 10% SSSG, doubled online sales and, to a larger extent, contribution from the stores opened last year and Q1 2016. Seasonality played a role in this robust SSSG as Tet holiday came two weeks early this year. Sales typically peak a month before and after Tet holiday according to MWG.

We increase FY16F sales by 4% on faster-than-expected store expansion. Thegioididong store count alone has reached 740, rendering management’s initial guidance of 680 Thegioididong by YE2016 completely outdated. As such, we added another 120 Thegioididong stores to our projection, bringing the target store count to 800 by YE2016 while maintaining our store target for DienmayXANH at 120. Our FY16 sales forecast improved 4% accordingly vs our previous update.

Wider GPM, offset by higher cash bonus expense, will push FY16F NPAT 7% higher. Q1 2016 GPM reached a multiyear high of 16.5% on the back of greater scale, direct purchase from Apple and robust accessories sales. DienmayXANH’s GPM already enhanced to 15% in Q1 2016 in our estimates, a similar level to Thegioididong’s in 2015. On the other hand, G&A expenses related to cash bonuses to employees in exchange for the ESOP reduction came in ahead of our previous projection. Management suggested that such cash bonuses might reach as high as VND300 billion (USD13 million) this year compared to the VND200 billion (USD9 million) previously guided. Our FY16F NPAT is therefore revised up 7%, translating into a growth of 52% vs FY15.

MWG is becoming an e-commerce powerhouse. MWG’s B2C omni-channel solves the biggest issues that prevent consumers from shopping online in Vietnam: trust, delivery and payment. Trust derives from MWG being a top-of-mind mobile retailer, delivery is easier for MWG than others thanks to its extensive store network serving as delivery hubs, and finally, cash-on-delivery is comfortably accepted. Added onto that is top class services including call center, online consulting and installation. MWG now has one of the largest e-commerce platforms in terms of revenue, which is targeted to double every year by management. This will ensure MWG to be at the forefront to benefit instead of suffering once a strong shift from offline to online shopping happens.


Analyst Certification of Independence
I, Thanh Duong, hereby certify that the views expressed in this report accurately reflect my personal views about the subject securities or issuers. I also certify that no part of my compensation was, is, or will be, directly or indirectly, related to the specific recommendations or views expressed in this report. The equity research analysts responsible for the preparation of this report receive compensation based upon various factors, including the quality and accuracy of research, client feedback, competitive factors, and overall firm revenues, which include revenues from, among other business units, Institutional Equities and Investment Banking.
VCSC and its officers, directors and employees may have positions in any securities mentioned in this document (or in any
related investment) and may from time to time add to or dispose of any such securities (or investment).VCSC may have, within the last three years, served as manager or co-manager of a public offering of securities for, or currently may make a primary market in issues of, any or all of the entities mentioned in this report or may be providing, or have provided within the previous 12 months, significant advice or investment services in relation to the investment concerned or a related investment.Copyright 2013 Viet Capital Securities Company “VCSC”. All rights reserved. This report has been prepared on the basis of information believed to be reliable at the time of publication. VCSC makes no representation or warranty regarding the completeness and accuracy of such information. Opinions, estimates and projection expressed in this report represent the current views of the author at the date of publication only. They do not necessarily reflect the opinions of VCSC and are subject to change without notice. This report is provided, for information purposes only, to institutional investors and retail clients of VCSC in Vietnam and overseas in accordance to relevant laws and regulations explicit to the country where this report is distributed, and does not constitute an offer or solicitation to buy or sell any securities discussed herein in any jurisdiction. Investors must make their investment decisions based upon independent advice subject to their particular financial situation and investment objectives. This report may not be copied, reproduced, published or redistributed by any person for any purpose without the written permission of an authorized representative of VCSC. Please cite sources when quoting.U.K. and European Economic Area (EEA): Unless specified to the contrary, issued and approved for distribution in the U.K. and the EEA by VCSC issued by VCSC has been prepared in accordance with VCSC’s policies for managing conflicts of interest arising as a result of publication and distribution of investment research. Many European regulators require a firm to establish, implement and maintain such a policy. This report has been issued in the U.K. only to persons of a kind described in Article 19 (5), 38, 47 and 49 of the Financial Services and Markets Act 2000 (Financial Promotion) Order 2005 (all such persons being referred to as “relevant persons”). This document must not be acted on or relied on by persons who are not relevant persons. Any investment or investment activity to which this document relates is only available to relevant persons and will be engaged in only with relevant persons. In other EEA countries, the report has been issued to persons regarded as professional investors (or equivalent) in their home jurisdiction. Australia: This material is issued and distributed by VCSC in Australia to “wholesale clients” only. VCSC does not issue or distribute this material to “retail clients”. The recipient of this material must not distribute it to any third party or outside Australia without the prior written consent of VCSC. For the purposes of this paragraph the terms “wholesale client” and “retail client” have the meanings given to them in section 761G of the Corporations Act 2001. Hong Kong: The 1% ownership disclosure as of the previous month end satisfies the requirements under Paragraph 16.5(a) of the Hong Kong Code of Conduct for Persons Licensed by or Registered with the Securities and Futures Commission. (For research published within the first ten days of the month, the disclosure may be based on the month end data from two months prior.) Japan: There is a risk that a loss may occur due to a change in the price of the shares in the case of share trading, and that a loss may occur due to the exchange rate in the case of foreign share trading. In the case of share trading, VCSC will be receiving a brokerage fee and consumption tax (shouhizei) calculated by multiplying the executed price by the commission rate which was individually agreed between VCSC and the customer in advance. Korea: This report may have been edited or contributed to from time to time by affiliates of VCSC. Singapore: VCSC and/or its affiliates may have a holding in any of the securities discussed in this report; for securities where the holding is 1% or greater, the specific holding is disclosed in the Important Disclosures section above. India: For private circulation only, not for sale.Pakistan: For private circulation only, not for sale.New Zealand: This material is issued and distributed by VCSC in New Zealand only to persons whose principal business is the investment of money or who, in the course of and for the purposes of their business, habitually invest money. VCSC does not issue or distribute this material to members of “the public” as determined in accordance with section 3 of the Securities Act 1978. The recipient of this material must not distribute it to any third party or outside New Zealand without the prior written consent of VCSC. Canada: The information contained herein is not, and under no circumstances is to be construed as, a prospectus, an advertisement, a public offering, an offer to sell securities described herein, or solicitation of an offer to buy securities described herein, in Canada or any province or territory thereof. Any offer or sale of the securities described herein in Canada will be made only under an exemption from the requirements to file a prospectus with the relevant Canadian securities regulators and only by a dealer properly registered under applicable securities laws or, alternatively, pursuant to an exemption from the dealer registration requirement in the relevant province or territory of Canada in which such offer or sale is made. The information contained herein is under no circumstances to be construed as investment advice in any province or territory of Canada and is not tailored to the needs of the recipient. To the extent that the information contained herein references securities of an issuer incorporated, formed or created under the laws of Canada or a province or territory of Canada, any trades in such securities must be conducted through a dealer registered in Canada. No securities commission or similar regulatory authority in Canada has reviewed or in any way passed judgment upon these materials, the information contained herein or the merits of the securities described herein, and any representation to the contrary is an offence. Dubai: This report has been issued to persons regarded as professional clients as defined under the DFSA rules. United States: This research report prepared by VCSC is distributed in the United States to Major US Institutional Investors (as defined in Rule 15a-6 under the Securities Exchange Act of 1934, as amended) only by Decker&Co, LLC, a broker-dealer registered in the US (registered under Section 15 of Securities Exchange Act of 1934, as amended). All responsibility for the distribution of this report by Decker&Co, LLC in the US shall be borne by Decker&Co, LLC. All resulting transactions by a US person or entity should be effected through a registered broker-dealer in the US. This report is not directed at you if VCSC Broker or Decker&Co, LLC is prohibited or restricted by any legislation or regulation in any jurisdiction from making it available to you. You should satisfy yourself before reading it that Decker&Co, LLC and VCSC is permitted to provide research material concerning investment to you under relevant legislation and regulations.

More From the Author

  • Research Report: Trump’s victory raises concerns on VND, trade
  • Vinamilk Continues Strong Flow
  • Masan Firing on Many Cylinders
  • Vietnam Macro: Consumption Jump Dragged by Agriculture Slump
  • Vietnam Strategy – Strong Earnings Will Drive Market Up 18 – 20%
  • Bond Demand Ramps Up
  • Vietnam vs India
  • Leave a Reply

    Subscribe Today

    We will send directly to your inbox the latest Vietnam investment commentaries, travel tips and "in the know" tidbits! 
    Join the Vietnamese IN CROWD!
    First Name
    Email address