Vietnam Ecommerce - 2020 - Tài liệu tham khảo | Đại học Hoa Sen

Vietnam Ecommerce - 2020 - Tài liệu tham khảo | Đại học Hoa Sen  và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả cao cũng như có thể vận dụng tốt những kiến thức mình đã học.

E-COMMERCE IN
VIETNAM
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
VIETNAM –
A MARKET OF
OPPORTUNITIES
3
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
VIETNAM REMAINS ONE OF THE FASTEST GROWING IN SOUTHEAST ASIA
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Copyright © 2017 The Nielsen Company. Confidential and proprietary.
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67$'#$5..
+, +-'.&'/0.$-"."C5$$.D.$--$"-./ D.$-'=5' -$$"5,##''/ %,.04"
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5
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
2015
7%
7%
GEN Z
(15-19 y.o)
MILLENNIALS
(20-49 y.o)
SHARE OF POPULATION
48%
43%
14%
18%
2025
BABY BOOMER
(50-64 y.o)
VIETNAM HAS A WITH MILLENNIALS DOMINANT & YOUNG POPULATION
GEN Z ARE CONSUMERS OF FUTURE
Seek for greater convenience
More going out
Open to new things
Go but value for moneypremium
Super connected with synergy
between Online & Offline activities
Care about society issues (social
responsibility, gender equality, LGBTQ)
Strong POV & KOL influence
Seek for delivery services
Willing to try Health supplement
products
6
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
FAST CHANGING PACE OF MODERN “CASH-RICH TIME-POOR”
LIFESTYLE LEADING TO THE BOOMING OF CONVENIENCE SOLUTIONS
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8
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Source: Nielsen Retail Measurement, Nielsen Universe Update, * including independent stores, ** including Health & Beauty store
MAT : Moving Annual Total, FMCG includes 37 categories without Cigarette
~ 1.5 MIL STORES (+0.2% vs. YA)
Market Stall 65,248
ON Premise 675,469
OFF Premise 811,032
MODERN TRADE
TRADITIONAL TRADE
5%
19%
Value % contribution – Total
Vietnam OFF+ON Premises in
MAT Jul’19
Growth % vs. YA
MODERN TRADE IS BOOMING RAPIDLY ACROSS STORE TYPES &
DRIVING THE GROWTH OF FMCG
Updated: Universe Update H1’18
Hyper/ Supermarket* 717
Minimart & Food Store* 5,301
Convenience Store 889
Modern Drug Store** 434
Mom & Kid Store 627
7,968 STORES (+14% vs Oct’18)
Updated: Jul’19
87% 13%
9
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Wet Markets Traditional
Grocery
Supermarkets Department
Store
Health &
Beauty
Drugstore
Convenience
Stores
Minimarts
PENETRATION 86 81 97 14 32 46 51
FREQUENCY 18.7 7.0 2.3 0.7 1.2 4.2 3.7
36 7 45 0 1 3 2
Base: 2018 (n=1500), 2019 (n=1702)
Ref: Q7a Which of these types of stores have you visited in the past 7 days?
Ref: Q8 On average, how often would you shop at the following type of store?
Ref: Q7d Which of these types of stores would be the one where you normally buy most of your food and grocery items?
SPEND MOST AT
SMALL FORMAT CONTINUES GAINING IN “PENETRATION”, “FREQUENCY”
AND “MOST SPENDING”

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E-COMMERCE IN VIETNAM VIETNAM – A MARKET OF OPPORTUNITIES
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
VIETNAM REMAINS ONE OF THE FASTEST GROWING IN SOUTHEAST ASIA          !"#     ""$  $ $  $     %$ & & '   '           ( (   " "   '                                                             !"#   "$  $ "$  $   %$ &' ("' . ry ta rie *! * + +   !   ! (   (  p ro p             d n                         l a      tia n      ) )   ) )     e fid     on       . C             y n a p       m           o         C n   e ls       ie N e h          !"#   "$  $ "$  $   %$ & & '   '         ("' T 7 1 0 2 + +   ,     + + -  '   ' .   .                   t © h          rig y p   o & & '  /  C                           • %,.0  %  1     
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,5#, 5$ % %     $   $     & & '   '         ("' 3 +1 + 4% 4 3 % ! 3 2 ! 7 2  7 +  1 + 4 1 *& *  & 2  4 2 + 4 2 +  2 &4289 (1 (  1   &  2 & ( 2 4 ( !  2 ! % 2 2 %  2 &4 & + 4 72 7  2 %  & % 4 &  4   +14 1 + 4 2 + 74 7 % 4                 )    )    )           )       :   :       :   :       :   :       :   :       :   :             .   . -   - .     6   6  6 @A @  A $ $               B  @A @  A $ $               B  @A @  A $ $               B  &  2 & (4 ( !  2 ! % 2 2 %  2 (  1 (  1   %   % 2  4 2 &  4 &  4     *  ( * 2 ( 7 2  7 4  2 4 + 2 2% 2 % % & % ( &  ) ) ) ) ) ) +< + &> <&  > 7  2 7 4 2  4 ) ) ) ) ) ) ) <2 <2 >  ( > < (
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"5"%,#+, +-'.%.
VIETNAM HAS A YOUNG POPULATION WITH MILLENNIALS DOMINANT &
GEN Z ARE CONSUMERS OF FUTURE
2015 2025 SHARE OF POPULATION MILLENNIALS GEN Z (20-49 y.o) BABY BOOMER (15-19 y.o) (50-64 y.o) 7% 18% 7% 14% 43% 48% . ry ta rie p ro p d n l a tia n e fid on . C y n a p m o C n e ls ie N e h T 7 1
Super connected with synergy 0 •
Seek for delivery services 2 t © h rig
between Online & Offline activities y •
Willing to try Health supplement p o C •
Seek for greater convenience
• Care about society issues (social products • More going out
responsibility, gender equality, LGBTQ) • Open to new things
• Strong POV & KOL influence
Go premium but value for money 5
FAST CHANGING PACE OF MODERN “CASH-RICH TIME-POOR”
LIFESTYLE LEADING TO THE BOOMING OF CONVENIENCE SOLUTIONS
                            ,   ,       "  ' "  '   E   E   F   F          
J#      6    )
$#/-K     
<,"'E  @;$B   
G$    @;3%B !( !   M M   -  -          N! !                            )D )  D   L   L A A   6   6  2 . ry ta rie p ro
($ $5,-$$ p d n l a tia n > >     
 H, $,
%,$ H=+%=!:  e fid on . C
,=HI ,='# y n a p m o C n e ls ie N e h T 7
+
+ 1 0 2 t © ) )   6  : * *   "
 "5-.$.$< h
2#-'&'
"#"5".H rig y p o C
+@-6B
%,.02&3+2&+(. &">51E-
%,.04"$$'): 6
MODERN TRADE IS BOOMING RAPIDLY ACROSS STORE TYPES & DRIVING THE GROWTH OF FMCG TRADITIONAL TRADE MODERN TRADE
Value % contribution – Total Vietnam OFF+ON Premises in 87% 13% MAT Jul’19 5% Growth % vs. YA 19% . Updated: Jul’19 ry
Updated: Universe Update H1’18 ta rie p ro p d 7,968 STORES n (+14% vs Oct’18) l a
~ 1.5 MIL STORES (+0.2% vs. YA) tia n e fid on . C y Hyper/ Supermarket* 717 n a p m o Market Stall 65,248 C n e ls ie Minimart & Food Store* 5,301 N e h T 7 1 ON Premise 675,469 0 2 t © h Convenience Store 889 rig y p o C OFF Premise 811,032 Modern Drug Store** 434 Mom & Kid Store 627
Source: Nielsen Retail Measurement, Nielsen Universe Update, * including independent stores, ** including Health & Beauty store 8
MAT : Moving Annual Total, FMCG includes 37 categories without Cigarette
SMALL FORMAT CONTINUES GAINING IN “PENETRATION”, “FREQUENCY” AND “MOST SPENDING” Wet Markets Traditional Supermarkets Department Health & Convenience Minimarts Grocery Store Beauty Stores Drugstore PENETRATION 86 81 97 14 32 46 51 . ry ta rie p ro p d FREQUENCY 18.7 7.0 2.3 0.7 1.2 4.2 3.7 n l a tia n e fid on . C y n a p m o SPEND MOST AT 36 7 45 0 1 3 2 C n e ls ie N e h T 7 1 0 2 t © h rig y p o C
Base: 2018 (n=1500), 2019 (n=1702)
Ref: Q7a Which of these types of stores have you visited in the past 7 days?
Ref: Q8 On average, how often would you shop at the following type of store? 9
Ref: Q7d Which of these types of stores would be the one where you normally buy most of your food and grocery items?