Chinese convenience chain Meiyijia has opened two Ohmee Express stores at Petrolimex petrol stations in Hanoi following its entry into Vietnam in April. The pilot tests a forecourt retail model in the chain’s first overseas market.
The tie-up links China’s largest convenience operator with Vietnam’s dominant petroleum distributor. Meiyijia runs more than 40,000 stores in its domestic market.
Pilot Sites on Hanoi Arteries
Both outlets operate on Ngoc Hoi and Nguyen Quy Duc streets in Hanoi. They stock packaged food, drinks and daily necessities alongside standard fuel station services.
Petrolimex deputy general director Nguyen Ngoc Tu said the partnership supports plans to convert traditional petrol stations into multi-service commercial hubs. The strategy responds to shifts in vehicle energy use and digital payments.
Fuel Forecourt Competition in Vietnam
Forecourt retailing gives convenience operators a direct way to bypass street-level real estate bottlenecks in Southeast Asia. Securing prime roadside retail space in Hanoi and Ho Chi Minh City carries steep rents and heavy competition from players like Circle K, WinMart+ and GS25. Partnering with a state-backed fuel network gives Meiyijia immediate roadside access and built-in vehicle traffic without negotiating individual retail leases.
Customer conversion presents the main operational challenge. Petrol buyers in Vietnam make brief refuelling stops on motorbikes. Basket sizes stay modest unless the forecourt store offers quick food service or payment utilities that draw riders off their bikes.
Cross-Border Expansion from Guangdong
Meiyijia entered Vietnam in April under the Ohmee banner, selecting the country for its first international expansion. Founded in Guangdong in 1997, the company built its domestic network on a low-cost franchise model. It penetrated lower-tier Chinese cities before expanding into higher-density urban centres.
Results from the two Hanoi pilot stores will determine whether Meiyijia and Petrolimex roll out the Ohmee Express format across the fuel distributor’s nationwide network of filling stations.
