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Vietnam consumer trends 2016
1
2
High income households doubled whilst economy tripled
O5 15
1.84 m
280 m
US$532
44 billion
83 m
4.08 m
1.9 billion
US$1,923
175 billon
91 m
Urban HH >US$500
Ad spend
GDP/person
Economy
Pop
122%
579%
261%
298%
10%
3
Life stages are maturing, as do purchase priorities
O5 15
Young single
Young married - no kids
Young married - a child < 10
Married youngest child >9 & <20
Empty nester
Old single
37.3 m
9.1 m
18.4 m
7.6 m
4.6 m
5.8 m
36.8 m
8.8 m
17.4 m
10.3 m
7.5 m
10.1 m
-2%
-3%
-5%
36%
63%
74%
25
33.5 m
7.0 m
12.9 m
12.9 m
13.6 m
16.2 m
4
Household structures change, with less kids setting priorities
O5 15
33% of households had
no children
19.4 m households
4.3 people/household
5.5 m urban
4 people/household
44% of households have
no children
24.6 m households
3.7 people/household
8.7 m urban
3.4 people/household
5
New retail chasing share before profits
O5 15
E-commerce is scratch cards at internet
cafes
47 supermarkets
135 modern self service stores, mostly
independent.
Over 50,000 sites with Vietnam payment
gateways plus Facebook stores
Impact on games, fast fashion, health
supplements and appliances
975 supermarkets
1,800 modern self service stores, mostly
chains. Sales dominated by young adult
snacking hang outs.
6
Coffee, beer and fast service chains grow
O5 15
Trung Nguyen and
Café Highlands
Beer garden dominance
6.6 litres per person
8 café brands with >160 outlets
Trung Nguyen has >1000
Rise in F&B chains
Rise in multi brand beer clubs
36.75 litres per person
7
Health consciousness translates into action
O5 15
Health #3 concern
Food safety
Superficial claims of de-tox
Claimed regular exercise
Health #3 concern
Food safety
Vin Group Vineco invests in
hygienic fresh vegetable
production
Rise in organic and natural claims
Spend traditional remedies
60%:40% modern medicine
8
Health consciousness translates into spend
O5 15
Consumers spend US$2 billion on
overseas healthcare
120+ stores from 6 pharmacy chains
My Chau, Pharmacity , IC, Eco, V-Phano, Y Duc.
http://sieuthiduocphamyte.com/
100+ branded chain gyms
80+ branded health & beauty care stores;
Medicare, Guardian, GNC
Health #3 concern
Food safety
Superficial claims of de-tox
Claimed regular exercise
9
Conspicuous consumption has always been mobile
O5 15
What I drive
The Gioi Di Dong opened the 4th
store.
What drives me
Over 1,450 stores from The
Gioi Di Dong, FPT, Vietel and Viet
Thong A.
10
Keeping up with the Nguyen’s with consumer finance
O5 15
6,000 new apartments sold
25,000new car sales
US$1.6 billon in consumer loans
3.6% of GDP
36,000 new apartments sold
120,000 new car sales
USD16 billion in consumer loans
9% of GDP
Home & improvements 40%
Home appliances / electronics 30%
Motorbikes / cars 15%
11
Self expression is far easier and immediate
O5 15
Yahoo blogs
Singing
Football fever
35 million consumers posting
emoticons, stickers, selfies and
status updates
12
Mobile drives internet penetration and habits
O5 15
Internet national penetration
Any mobile 15+ user
Smartphone 15+ user
Urban frequent online access
Urban time spent
Online mobile page views
View video on mobile
13%
37%
NA
20%
120 min
NA
NA
48%
69%
28%
72%
180 min
25%
23%
Mobile app
downloads grew
60% in 2015
13
Fragmented opportunities as mobile, video and IP TV converge
O5 15
The convergence of video and mobile, which when married with local media content and
efficient streaming will reap huge rewards.
Watch out for Clip which has an abundance of local video on demand content and is
closest you can come to a local YouTube in Vietnam.
Others include established telecommunications
firms FPTplay (FPT), NetTV (Viettel) MyTV (VNPT) and new entrants Fim+ and Netflix
which may be limited by a focus on Hollywood content.
14
Experiences key to fulfilment
O5 15
Focus on what I have
New brands, new durables
Travel tour groups
Domestic focus
Focus on what I have done
New experiences, places and adventure
Personal fulfillment and social validation
Independent travel further afield
48%
52%
Let Cimigo be the voice of your customers
40 CATI
stations
7 offices
nationally
4 group
rooms
400 m sq.
CLT space
600 strong
tablet armed
field force
40,000
active panel
members
Cimigo
OnMobile
native app
Cimigo MROC
community
platform
15
16
10 trends impacting purchase prioritiesO5 15
1. High income households doubled, whilst economy tripled.
2. Life stages are maturing. Household structures change, with less kids setting priorities.
3. New retail chasing share before profits.
4. Coffee, beer and fast service chains grow.
5. Health consciousness translates into action and spend.
6. Conspicuous consumption has always been mobile.
7. Keeping up with the Nguyen’s with consumer finance.
8. Self expression is far easier and immediate.
9. Mobile drives internet penetration and habits. Fragmented opportunities as mobile,
video and IP TV converge.
10. Experiences key to fulfilment.
Part
ask@cimigo.com
17

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Cimigo consumer trends vietnam 2016

  • 2. 2 High income households doubled whilst economy tripled O5 15 1.84 m 280 m US$532 44 billion 83 m 4.08 m 1.9 billion US$1,923 175 billon 91 m Urban HH >US$500 Ad spend GDP/person Economy Pop 122% 579% 261% 298% 10%
  • 3. 3 Life stages are maturing, as do purchase priorities O5 15 Young single Young married - no kids Young married - a child < 10 Married youngest child >9 & <20 Empty nester Old single 37.3 m 9.1 m 18.4 m 7.6 m 4.6 m 5.8 m 36.8 m 8.8 m 17.4 m 10.3 m 7.5 m 10.1 m -2% -3% -5% 36% 63% 74% 25 33.5 m 7.0 m 12.9 m 12.9 m 13.6 m 16.2 m
  • 4. 4 Household structures change, with less kids setting priorities O5 15 33% of households had no children 19.4 m households 4.3 people/household 5.5 m urban 4 people/household 44% of households have no children 24.6 m households 3.7 people/household 8.7 m urban 3.4 people/household
  • 5. 5 New retail chasing share before profits O5 15 E-commerce is scratch cards at internet cafes 47 supermarkets 135 modern self service stores, mostly independent. Over 50,000 sites with Vietnam payment gateways plus Facebook stores Impact on games, fast fashion, health supplements and appliances 975 supermarkets 1,800 modern self service stores, mostly chains. Sales dominated by young adult snacking hang outs.
  • 6. 6 Coffee, beer and fast service chains grow O5 15 Trung Nguyen and Café Highlands Beer garden dominance 6.6 litres per person 8 café brands with >160 outlets Trung Nguyen has >1000 Rise in F&B chains Rise in multi brand beer clubs 36.75 litres per person
  • 7. 7 Health consciousness translates into action O5 15 Health #3 concern Food safety Superficial claims of de-tox Claimed regular exercise Health #3 concern Food safety Vin Group Vineco invests in hygienic fresh vegetable production Rise in organic and natural claims Spend traditional remedies 60%:40% modern medicine
  • 8. 8 Health consciousness translates into spend O5 15 Consumers spend US$2 billion on overseas healthcare 120+ stores from 6 pharmacy chains My Chau, Pharmacity , IC, Eco, V-Phano, Y Duc. http://sieuthiduocphamyte.com/ 100+ branded chain gyms 80+ branded health & beauty care stores; Medicare, Guardian, GNC Health #3 concern Food safety Superficial claims of de-tox Claimed regular exercise
  • 9. 9 Conspicuous consumption has always been mobile O5 15 What I drive The Gioi Di Dong opened the 4th store. What drives me Over 1,450 stores from The Gioi Di Dong, FPT, Vietel and Viet Thong A.
  • 10. 10 Keeping up with the Nguyen’s with consumer finance O5 15 6,000 new apartments sold 25,000new car sales US$1.6 billon in consumer loans 3.6% of GDP 36,000 new apartments sold 120,000 new car sales USD16 billion in consumer loans 9% of GDP Home & improvements 40% Home appliances / electronics 30% Motorbikes / cars 15%
  • 11. 11 Self expression is far easier and immediate O5 15 Yahoo blogs Singing Football fever 35 million consumers posting emoticons, stickers, selfies and status updates
  • 12. 12 Mobile drives internet penetration and habits O5 15 Internet national penetration Any mobile 15+ user Smartphone 15+ user Urban frequent online access Urban time spent Online mobile page views View video on mobile 13% 37% NA 20% 120 min NA NA 48% 69% 28% 72% 180 min 25% 23% Mobile app downloads grew 60% in 2015
  • 13. 13 Fragmented opportunities as mobile, video and IP TV converge O5 15 The convergence of video and mobile, which when married with local media content and efficient streaming will reap huge rewards. Watch out for Clip which has an abundance of local video on demand content and is closest you can come to a local YouTube in Vietnam. Others include established telecommunications firms FPTplay (FPT), NetTV (Viettel) MyTV (VNPT) and new entrants Fim+ and Netflix which may be limited by a focus on Hollywood content.
  • 14. 14 Experiences key to fulfilment O5 15 Focus on what I have New brands, new durables Travel tour groups Domestic focus Focus on what I have done New experiences, places and adventure Personal fulfillment and social validation Independent travel further afield 48% 52%
  • 15. Let Cimigo be the voice of your customers 40 CATI stations 7 offices nationally 4 group rooms 400 m sq. CLT space 600 strong tablet armed field force 40,000 active panel members Cimigo OnMobile native app Cimigo MROC community platform 15
  • 16. 16 10 trends impacting purchase prioritiesO5 15 1. High income households doubled, whilst economy tripled. 2. Life stages are maturing. Household structures change, with less kids setting priorities. 3. New retail chasing share before profits. 4. Coffee, beer and fast service chains grow. 5. Health consciousness translates into action and spend. 6. Conspicuous consumption has always been mobile. 7. Keeping up with the Nguyen’s with consumer finance. 8. Self expression is far easier and immediate. 9. Mobile drives internet penetration and habits. Fragmented opportunities as mobile, video and IP TV converge. 10. Experiences key to fulfilment.

Notas do Editor

  1. Consumers spend US$1 bn on overseas healthcare in 2010