Be Group, Vietnamese Ride


Ride-hailing is an exciting space in Vietphái mạnh. Its major cities are home page lớn many ride-hailing firms, with driver uniforms and car decals putting up a display of color on the city streets.

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Among mỏi this sea of uniforms are drivers from Group, with their yellow- và black-striped jackets & helmets.

Founded in 2018, Group is a relatively new player in Vietnam’s ride-hailing sector, but it’s shaping up to lớn a worthy contender in the space.

The company has already seen over 9 million tiện ích downloads and grown its fleet khổng lồ about 100,000 drivers. It achieved 16% market share in the first half of 2019, making it the second-largest ride-hailing firm in the country after Grab.

It’s also received the Fast Enterprise award at the 20đôi mươi Asia Pacific Enterprise Awards in Vietphái nam earlier this year, a marker of its success so far.

And according to CEO Nguyen Hoang Phuong, Group is also on course lớn breakeven this year – và achieve profitability in 2021, which she attributes to the company’s focus on building trust with its customers & not engaging in a price war with competitors.

Vietnam’s ride-hailing potential Group is operating in what is shaping up to lớn the next hot market for ride-hailing in Southeast Asia.

Vietphái nam has one of the fastest-growing urban populations in the region, one that participates actively in the online economy. Ride-hailing firms have sầu the opportunity to lớn address some of the transportation issues faced by Vietnam’s larger cities, such as traffic congestion và the lachồng of public transportation options.

However, there are numerous roadblocks that ride-hailing firms need khổng lồ overcome. For one, smaller local companies are up against the cash-burning tactics of regional giants Grab & Gojek, which have sầu the resources khổng lồ spend in order khổng lồ increase market nội dung và achieve br& recognition.

Additionally, local players may have trouble getting Vietnamese users on board with their platforms.

“Vietnamese consumers tover lớn favor foreign goods và services,” says Nguyen. She adds that people are often hesitant khổng lồ try services provided by local players due lớn a perception that local products are of inferior quality.


Nguyen Hoang Phuong, CEO of Group / Photo credit: Group

Local firms also often have smaller fleet sizes compared lớn those of regional giants, which creates problems during peak hour surges when the demand outstrips the supply of drivers.

Plus, the Vietnamese government firmed up its regulations around ride-hailing services only earlier this year, bolstered by the resistance from local taxi operators. This means that companies are still in the process of navigating the new guidelines.

And these challenges have only backlinks.vnen compounded by the Covid-19 pandemic, which has kept people at home page & reduced the numbacklinks.vnr of commuters drastically.

All of these make the Vietnamese ride-hailing market a challenging space, which is why Group is choosing to adopt a different approach toward developing its platkhung.

Partnerships are key

One of the key ways Group differentiates itself is by positioning the company as an “open platkhung.” According lớn Nguyen, it is veering away from the super-phầm mềm strategy adopted by many other ride-hailing firms.

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The company wants lớn a mobility-as-a-service (MaaS) provider & is relying on building partnerships with other companies in order to grow its ecosystem in a sustainable manner. MaaS enables users khổng lồ plan, book, and pay for multiple types of mobility services from a single platsize – in this case, Group’s app.

“As an open platsize, we have backlinks.vnen & will continue khổng lồ shake hands with other strategic partners to lớn deliver their products khổng lồ our customers,” says Nguyen. “Together with partners, we want to serve and give sầu more value khổng lồ customers as much as possible.”

The company operates backlinks.vnBike và backlinks.vnCar, its motorcycle- and car-hailing services, as well as its backlinks.vnDelivery service for parcels.


Pholớn credit: Group

Users can also book taxi rides via backlinks.vnTaxi, which was developed in partnership with Vinataxi, the Vietnamese arm of Singaporean transport firm ComfortDelGro. Group also has a partnership with EMDDI, a ride-hailing management platkhung for xe taxi companies, which allows users lớn book taxi rides from operators in the Vietnam giới Taxi Alliance.

In addition, it has partnered with Vietnam-based digital payments ứng dụng Momo lớn process cashless transactions on its platform & with local online bus booking service Vexere lớn give sầu users the ability lớn manage inter-thành phố travel.

By working with different partners, Group is able khổng lồ launch new services for its customers quickly without needing to lớn dig too deep into its pockets – something that has helped with its bottom line. Notably, the company has so far avoided making forays inkhổng lồ food delivery, which is an especially competitive sector in Vietphái mạnh.

Building loyalty

According to lớn Nguyen, something else that sets Group apart from other ride-hailing firms is its focus on community and how it builds a small but loyal base of drivers & customers.

“ Group balances backlinks.vnnefits backlinks.vntween them,” she explains.

The company has developed a svào tư vấn system for its drivers, ensuring that they receive a competitive income as well as the backlinks.vnnefits of various training initiatives. Group is also rolling out a health insurance scheme for them, on top of the financial tư vấn it has backlinks.vnen providing since Covid-19 first hit Vietnam.

The result of these efforts is an established fleet of professional drivers who deliver great service và ensure that customers are able lớn get a ride whenever they need one. Group’s training process for drivers has also earned the company a reputation as one of the safest ride-hailing firms in the country, says Nguyen. This appeals to lớn its main target audience: Younger, well-educated millennials who are willing lớn pay a little more for safety and comfort.

This has helped the company “flip the prejudice” that Vietnamese consumers have sầu toward local goods và services, thanks lớn Group’s focus on delivering backlinks.vntter experiences for both drivers & customers.

Riding ahead

While Covid-19 continues lớn weigh on the minds of businesses all around Southeast Asia, Nguyen is confident that the company will weather the crisis & come out ahead, as Group is no longer burning cash & has even found a nibịt for itself in Vietnam. Group was able to lớn pivot quickly at the backlinks.vnginning of the pandemic, rolling out its on-demand grocery delivery service backlinks.vnShopping, which is still seeing a 200% lớn 300% growth every month, according lớn the CEO. The company also has plans lớn roll out a financial services platsize in the near future.

Nguyen says that the startup has now captured backlinks.vntween 20% và 30% of the Vietnamese ride-hailing market, và is confident that it is walking the path to lớn profitability.

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Ultimately, Group wants khổng lồ more than just a ride-hailing service.

“We’ll a mobility platkhung that incorporates all transportation modes into our tiện ích to provide an all-in-one full solution for customers” she says. “We’ll a true MaaS provider in Vietphái mạnh.”