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Xu hướng thị trường người tiêu dùng Việt Nam 2019

Thị trường Việt Nam đang thay đổi nhanh chóng cùng với những biến chuyển trong lối sống, thu nhập và hành vi người tiêu dùng. Báo cáo này của Q&Me cung cấp một cái nhìn toàn diện về những xu hướng đang diễn ra của thị trường Việt Nam 2019 trên nhiều lĩnh vực.

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Xu hướng thị trường người tiêu dùng Việt Nam 2019

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Vietnam consumer trend 2019 Asia Plus Inc.
  2. 2. Foreword Vietnam is one of the world’s top economic performers when registering a 7% annual GDP growth rate in 2018. With the country’s macroeconomic stability, fast growing domestic consumer demand, competitive labor cost together with strengthening external trades, Vietnam will remain an attractive destination for businesses. This report explores Vietnam’s latest consumer trends in important sectors which will continue to be a driving force of Vietnam moving forward. It will also highlight some business opportunities and challenges companies might face when doing business in Vietnam.
  3. 3. Table of contents 1. Economic landscape 2. Retail market overview 3. Vietnamese online shopping trend 4. Popular media and information source 5. Investment in education 6. Increasing demand of travelling 7. Key technology adoption in Vietnam P.4 P.15 P.25 P.34 P.48 P.60 P.66
  4. 4. Economic landscape
  5. 5. 93.4 94.4 95.4 97 97.9 75 80 85 90 95 100 2015 2016 2017 2018 2019 (May) Vietnam population over the years Population Vietnam population reaches 97.9 million in May 2019, making it the 14th most populated country in the world. Sources: General Statistics Office of Vietnam (million) Area: 310.060 km2 Urban citizens 34.6 million - 36% (2018) Population: 97.9 million (May 2019) Employed population: 53.9 million (2018) 1.1% 1.1% 1.6% 1.0%
  6. 6. Vietnam population is aging. In 2019, the ratio of elderly people (65+) is estimated to reach 12%. Aging population 2019 (April) Population: 97,270,778 2029F Population: 104,648,343 Sources: Populationpyramid.net / General Statistics Office of Vietnam
  7. 7. Labor force & employment Vietnamese labor force continues to rise. In the first quarter of 2019, there’re over 55 million labors with the unemployment rate of 3.1%. 50,393 51,398 52,348 53,246 53,748 53,984 54,445 54,824 55,324 55,431 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 (1st quarter) Laborers aged 15 and above (2010-2019) 2.9% 2.1% 2.3% 2.3% 2.2% 2.2% 4.3% 3.4% 3.4% 3.2% 3.2% 3.1% 2.3% 1.5% 1.8% 1.8% 1.8% 1.7% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 2010 2014 2015 2016 2017 2019 (1st quarter) Unemployment rate Total Urban Rural (Thousand persons) Sources: General Statistics Office of Vietnam
  8. 8. 5.4% 6.4% 6.2% 5.3% 5.4% 6.0% 6.9% 6.2% 6.8% 7.1% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Vietnam GDP growth rate (2009-2018) GDP growth Vietnam’s GDP growth rate hit 7.1% in 2018, a 3 years of increase in a row. GDP per capita is on steady growth since 2009, reaching over $2,300 in 2017. Sources: General Statistics Office of Vietnam 1,064 1,273 1,517 1,748 1,907 2,052 2,109 2,215 2,385 2,546 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 GDP per capita (2009-2017) (USD/person/year)
  9. 9. 7.3% 7.1% 6.6% 6.2% 6.2% 5.2% 4.8% 3.7% 2.7% 7.1% 6.8% 6.9% 6.7% 6.8% 5.1% 5.9% 3.9% 2.6% Cambodia Vietnam Laos Philippines Myanmar Indonesia Malaysia Thailand Singapore 2018 2017 Vietnam in Asia (1) - GDP growth Vietnam boasts of one of the highest GDP growth rates in SEA. Sources: World Bank
  10. 10. Vietnam in Asia (2) - GDP per capita In 2018, Vietnam recorded a GDP per capita of $2,546. Sources: World Bank 61,767 33,233 11,237 6,992 4,052 3,095 2,706 2,546 1,499 1,338 Singapore Brunei Malaysia Thailand Indonesia Philippines Laos Vietnam Cambodia Myanmar (USD)
  11. 11. GDP contribution Services sector contributes the most to Vietnam’s GDP, accounting for 41% in 2017. 15% 33%41% 10% Contribution to GDP (2017) Agriculture, Forestry and Fishing Industry and Construction Services Tax less subsidies on production Top export sectors USD Billion % Telephones & spare parts 45.3 20.7% Textiles & garments 26.0 11.9% Computers, electronics & spare parts 25.9 11.8% Foot ware 14.7 6.7% Machinery & spare parts 12.8 5.8% Seafood 8.3 3.8% Wood & wooden products 7.7 3.5% Means of transports & equipment 7.0 3.2% Top export sectors (2017) Sources: General Statistics Office of Vietnam
  12. 12. Foreign direct investment Vietnam has received investments from foreign partners, mostly Japan and South Korea to key sectors like processing/ production, utilities & real estate. 21.6 20.2 22.8 24.4 35.9 2013 2014 2015 2016 2017 Registered FDI (2013-2017) (Billion USD) 44% 23% 9% 7% 17% Key FDI sectors (2017) Processing and production Utilities Real estate Retail and wholesale Others 25% 24% 15% 6% 30% Sources of FDI (2017) Japan South Korea Singapore China Others Sources: Ministry of Planning
  13. 13. Inflation & Minimum wages Inflation had been curved down, staying at 3.5% in 2017. Minimum wage in region I cities is 4,180,000 VND in 2019. 3,980,000 3,530,000 3,090,000 2,760,000 4,180,000 3,710,000 3,250,000 2,920,000 0 1,000,000 2,000,000 3,000,000 4,000,000 Region I Region II Region III Region IV Minimum wages in 2018 and 2019 2018 2019 Sources: General Statistics Office of Vietnam (2019, 2018); Ministry of Labor, War Invalids, & Social Affairs 6.9% 9.2% 18.6% 9.2% 6.6% 4.1% 0.6% 2.7% 3.5% 2009 2010 2011 2012 2013 2014 2015 2016 2017 Inflation (2009-2017) (*Details in the Decree 157/2018-ND-CP & Decree 141/2017/ND-CP)
  14. 14. Acceleration of middle class Middle and affluent class (MAC) is expected to increase in share from 13% to 26% in 2026. 13% 2018 26% 2026 (est.) Sources: World Bank (2019)
  15. 15. Retail market in Vietnam
  16. 16. Key takeaways 142 2018 18 0 2020 Continuing growth Retail market is expected to reach $180 billion in revenues in 2020. (billion USD) HCMC & Hanoi leading the growth HCMC and Hanoi alone account for 1/3 of total retail revenues. 22% 11% 67% Retail revenues by region HCMC Hanoi Other cities Strong MT increase in second cities MT stores are growing faster in other cities than in HCMC and Hanoi. HCM/ Hanoi Other cities Supermarket 10% 23% Department Store 11% 34% Growth rate of 2019 over 2018 33% 51% 70% 67% 49% 30% Supermarket CVS Department store Vingroup shares Vingroup is expanding fast in MT Vingroup is expanding fast, taking up 70% shares in department stores. 37.4% 24.2% 15.8% 10.5% 10.3% 7.1% 6.6% 5.5% CAGR of CVS retail sales for 2017-2021 period CVS in the increase CVS number will continue to grow. CVS sales are projected to grow 37.4% CAGR until 2021. 2.97 4.07 5 6.2 10 2014 2015 2016 2017 2020 (est.) Online retailing B2C revenue (2014-2020) Booming E-commerce Online B2C retailing is to reach $10 billion in 2020. Spending per online shopper is rising. (billion USD)
  17. 17. 85 94 103 115 126 142 2013 2014 2015 2016 2017 2018 Retail market growth in Vietnam Sources: General Statistics Office of Vietnam Retail revenue reached $142 billion in 2018 - the highest ever recorded and expected to reach $180 billion in 2020. Vietnam’s retail revenue and growth rates (2013-2018, billion USD)
  18. 18. HCMC & HN leading the growth HCMC and Hanoi alone account for 1/3 of total revenue sales (HCMC’s is double that of Hanoi). Sources: General Statistics Office of Vietnam 22% 11% 4% 4% 2% 57% Retail revenues by region HCMC Hanoi Dong Nai Binh Duong Hai Phong Other cities/ provinces Sources: Deloitte (2019)
  19. 19. Retail trend 1 - MT increase in 2nd cities The modern trade increases more outstanding in second cities. 121 136 150 108 131 161 2017 2018 2019 Supermarket HCM / HN Other cities 37 37 41 22 41 55 2017 2018 2019 Department store HCM / HN Other cities Modern trade increase in Vietnam
  20. 20. Vingroup leads modern trade increase, with dominant share in department, CVS and supermarket. Supermarket 51% 49% Vingroup share in CVS Others Convenience store Department store CVS = Vingroup + Shop&Go 33% 67% Vingroup share in supermarket Others 70% 30% Vingroup share in department store Others Retail trend 2 - Dominance of Vingroup
  21. 21. Target stores of main convenience store brands Retail trend 3 - CVS on the increase Vietnam is expected to outgrow its neighbors in CVS retail sales. 37.4% 24.2% 15.8% 10.5% 10.3% 7.1% 6.6% 5.5% CAGR of CVS retail sales for 2017-2021 period Brand Target Current store # 7-eleven 1,000 stores in 2027 27 B's mart 3,000 stores in 2027 125 Familymart 1,000 stores in 2020 151 GS25 2,500 stores in 2028 32 Ministop 800 stores in 2018 115 Vinmart+ 4,000 stores in 2020 1,465 Sources: IGD Research
  22. 22. Retail trend 4 - Severe competition and market exit Despite of the strong MT increase, the competition is getting more severe. Several M&A as well as exits from the market Despite of market entry in 2015, decided to sell 18 stores in 2019 to exit from the market Once under the group of Aeon, now Fivimart was acquired by Vingroup Shop&Go operations are taken over by Vingroup in 2019 Vien Thong A, electric chain established in 1997, was acquired by VinGroup in 2018
  23. 23. Motivations to use MT / GT Product quality 56% Competitive price 69% Transparent country origin 54% Easy to order/buy 68% Diverse products 52% Diverse products 58% Store's credibility 49% Store's credibility 35% Competitive price 49% Product quality 35% GT channel No.1 No.2 No.3 No.4 No.5 MT channel MT channel is chosen for product quality while competitive price is the biggest motivation for shopping at GT stores. Source: Q&Me
  24. 24. Retail 4.0 activities in Vietnam Scan and Go at Vinmart Vinmart virtual store Vinmart’s virtual shopping catalogue Download VinID app Scan QR codes of products Pay Receive products Technology has been employed in retail to provide customers with new shopping experiences. Vingroup is the most active.
  25. 25. Vietnamese online shopping trend
  26. 26. Key takeaways Online shopping popularity Up to 80% have shopped online. Popular products Popular EC sites for online shopping 80% 20% Fashion 78% IT 50% Cosmetics 44% 70% 58% 75%No.1 No.2 No.3 Online shopping frequency 17% 30% 18% 35% Weekly and more Once - A few times / month Once / several months Never / Rarely 17% shop weekly, 30% buy monthly. 30% 39% 10% 21% <=300,000 300,001-700,000 700,001-1,000,000 >1,000,000 Monthly spending for online shopping Nearly 70% spend less than 700K Payment methods in online shopping 80% 20% Cash on delivery Others Cash is still dominant method.
  27. 27. 2.97 4.07 5 6.2 10 2.1% 2.8% 3.0% 3.6% 5.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 0 2 4 6 8 10 12 2014 2015 2016 2017 2020 (est.) Online retailing B2C revenue (2014-2020) B2C revenue % of total retail sales 2.8% 3.0% 3.6% 5.0% 2015 2016 2017 2018 Online shopping market in Vietnam Average annual spending of one online shopper (2014-2018) $160 E-commerce’s growth is projected to continue in the following years. Between 2015-2018, annual spending of one online shopper almost doubled. $170 $186 $350 Sources: Vietnam eCommerce and Digital Economy Agency (Billion USD)
  28. 28. Online shopping usage 80% said to have shopped online before. 80% 20% Yes No Source: Q&Me (2018)
  29. 29. Reasons for online shopping Pricing / promotions are the key factors, as well as the convenience Source: Q&Me (2019) 55% 55% 50% 48% 44% 43% 42% 38% 33% 32% 29% 21% Competitive price Attractive promotions/ discounts Easy for ordering/ booking Diversified products Fast delivery speed Product quality Store's credibility Diversified payment methods Good customer service Flexible return policy WOM Easy to ask PG/ call center
  30. 30. 1. Fashion (73%) 2. IT/Mobile phones (36%) 3. Cosmetics (33%)69%88% 68%30% 19%73% 35%50% 31%52% 28%44% Popular online shopping items Source: Q&Me (2018)
  31. 31. Popular EC sites for shopping Shopee, Lazada and Tiki are the 3 most popular EC sites. Facebook comes at 4th. 75% 70% 58% 54% 44% 25% 22% 22% 21% 18% 35% 20% 17% 14% 5% 2% 1% 2% 1% Shopee Lazada Tiki Facebook Sendo A day roi The gioi di dong Cho Tot HotDeal Zalo Have used Use most Q. Q&Me (2018)
  32. 32. Online shopping frequency & Spending 17% shop weekly, 30% buy monthly. Nearly 70% spend less than 700K a month for online shopping. 17% 30% 18% 35% Online shopping frequency Weekly and more Once - A few times / month Once / several months Never / Rarely 30% 39% 10% 21% Average monthly spending for online shopping <=300,000 300,001-700,000 700,001-1,000,000 >1,000,000 Q. Q&Me (2018)
  33. 33. Payment in online shopping COD is still the dominant method. 80% 20% Cash on delivery Others Source: Q&Me (2018)
  34. 34. Popular medias and information sources
  35. 35. Key takeaways (1) Increased time spent on Internet Time spent on Internet increased significantly, especially on mobile. Smartphone used most to access Internet Family & friends are trusted most Facebook is the most used SNS Social media motivations Popular contents Videos are the most liked content to follow on social media, followed by celebrity contents. 134 118 103 166 147 114 2016 2019 Media consumption of Vietnamese Other media Internet Mobile Internet PC 92% 66% 40% 37% 79% 9% 6% 2% Smartphone Note PC Desktop PC Tablet Used devices Device used most Almost 80% access Internet most often through their smartphone(s). Friends 63% No.1 TV programs 39% 91% 90% 95%No.1 No.2 No.3 No.1 Catch up with friends/ family No.2 Get news No.3 Read entertainment news No.4 Meet new friends 49% 44% 44% 40% 34% Contents with video Contents with celebrity Contents with Game Contents with Q&A Contents with infographics Family 65% No.2 No.3
  36. 36. Key takeaways (2) 64% 36% Ad clicking in last 7 days 49%51% Made purchase after clicking ads Internet ads effectiveness 64% have clicked on ads in last 7 days and 49% have made purchases after clicking on ads Popular ad posts 1. Attractive promotions (58%) 2. Products match my interest (58%) 3. Impressive (57%) 4. Fun (51%) 53% 42% 20% 20% 19% Facebook Youtube On mobile applications Internet sites Social media other than Facebook Popular ad channels Facebook and YouTube are the channels where people are most likely to click on ads
  37. 37. Changes in daily media consumption (by minute) People spend much more time for Internet, especially on mobile phone, in 2019 compare to 2016. Source: Q&Me (2019) TV, 91 Internet (PC), 134 Internet (Mobile), 103 Others, 56 2016 Total 384 mins TV, 81 Internet (PC), 118 Internet (Mobile), 166 Others, 33 2019 Total 398 mins
  38. 38. Changes in access devices 92% used smartphone to access internet in 2019 compare with 77% of 2016. 77% 50% 33% 26% 64% 13% 8% 6% Smartphone Note PC Desktop PC Tablet 2016 Used devices Device used most 92% 66% 40% 37% 79% 9% 6% 2% Smartphone Note PC Desktop PC Tablet 2019 Used devices Device used most Source: Q&Me (2019)
  39. 39. Trusted information sources Friends 63% TV Program 39%Family 65% Internet Ad 21%Youtube 25%TVCF 40% Source: Q&Me (2019)
  40. 40. Social network - Popular services Facebook (including Messenger) and Zalo are two most popular messaging apps. Source: Q&Me (2019) 95% 91% 90% 39% 35% 32% 26% 21% 15% 14% 14% 11% Facebook Facebook Messenger Zalo Instagram Skype Zing Me Viber Twitter Line LinkedIn WhatsApp SnapChat
  41. 41. Social network - Motivations to use Social network services works as the information hub to communicate with friends / families, as well as receiving information / news. 76% 48% 39% 30% 26% 13% 11% 9% 7% 7% 3% 1% Catch up with family and friends Get news and information about events Read entertainment news Meet new friends Share photos and videos Play games Follow brands or business Follow celebrities Find dates Provide reviews or opinions Co-ordinate events Others Source: Q&Me (2019)
  42. 42. 17% 21% 20% 17% 9% 20% 19% 19% 17% 12% 31% 29% 27% 26% 30% 18% 21% 20% 21% 22% 15% 10% 15% 19% 27% Contents with video Contents with celebrity Contents with Game Contents with Q&A Contents with infographics 2016 Like it very much Like it So so Dislike Dislike very much Social network – Popular contents People tend to like video contents on Facebook a lot more in 2019. On the other hand, they are also attracted by contents with celebrities in 2016. 19% 17% 16% 14% 10% 30% 27% 28% 26% 24% 32% 37% 32% 38% 39% 10% 11% 13% 12% 15% 9% 7% 11% 9% 12% Contents with video Contents with celebrity Contents with Game Contents with Q&A Contents with infographics 2019 Like it very much Like it So so Dislike Dislike very much Source: Q&Me (2019)
  43. 43. Most-followed celebrities on Facebook Tran Thanh 10 993 053 followers MC/Comedian Tran Khoi My 10 574 324 followers Singer/Actress Dong Nhi 8 225 922 followers Singer/Musician Son Tung MTP 10 008 782 followers Singer/Actor Ho Quang Hieu 8 434 729 followers Singer Kelvin Khánh 6 103 529 followers Singer Chi Pu 8 023 573 followers Model/Singer Minh Hang 7 731 162 followers Singer/Actress Hariwon 6 290 486 followers Singer/Actress Vo Hoai Linh 10 130 668 followers Comedian/Actor Source: https://www.socialbakers.com (May 2019)
  44. 44. Popular celebrities on Facebook Ly Hai Minh Ha 5 838 763 followers Singer/Actor Bao Thy 5 544 473 followers Singer Ngan Khanh 4 587 229 followers Singer Nhat Kim Anh 5 212 951 followers Singer Nabi Nha Phuong 5 037 965 followers Actress Khac Viet Singer 3 649 705 followers Singer/Musician Ho Ngoc Ha 4 427 913 followers Singer Le Thi Huyen Anh 4 216 594 followers Model Tuan Hung 4 143 640 followers Singer Thuy Tien 5 457 607 followers Singer Source: https://www.socialbakers.com (May 2019)
  45. 45. 64% 49% 36% 51% Those who clicks ad (in last 7 days) Those who have purchased products from ads Social network - Ad effectiveness 64% have clicked on ads in the last 7 days. 49% have made a purchase at least once before. Source: Q&Me (2019)
  46. 46. Social network - Popular ad posts Attractive ads have either ‘Good promotions’; ‘Products match audiences’ interest’ or ‘Impressiveness’. 26% 26% 25% 20% 18% 17% 16% 10% 7% 7% 5% 32% 33% 32% 31% 26% 27% 21% 19% 16% 18% 11% 25% 25% 28% 31% 34% 35% 38% 43% 33% 36% 29% 9% 8% 7% 10% 11% 12% 15% 16% 20% 21% 21% 7% 7% 7% 8% 11% 9% 10% 12% 24% 18% 34% Good promotions / discounts Products / services match my interest Impressive Fun Ads with good sound Ads of the famous brand Ads with celebrities Ads with big Ads that I had previously looked / browsed at other sites Video ads Ads that are repeated often Highly likely to click Likely to click So so Unlikely to click Very unlikely to click Source: Q&Me (2019)
  47. 47. Social network - Popular ad channels 49% 31% 17% 18% 16% 18% 4% 11% 53% 42% 20% 20% 19% 18% 15% 1% 11% Facebook Youtube On mobile applications Internet sites Social media other than Facebook Video sites other than YouTube Facebook Messenger Others Do not click on any ads 2016 2019 Ads on Facebook and YouTube are most likely to be clicked/viewed. The likeliness to click the ads of YouTube in 2019 is higher than 2016. Source: Q&Me (2019)
  48. 48. Investment in educations
  49. 49. Key takeaways Rising demand of studying abroad The number of students studying abroad has been on increase. Top destination countries Studying abroad funding sources Increasing demand of private courses E-learning usage More than half workers take online courses while only 21% students do so. The U.S is the most popular countries for overseas students, followed by Japan. 53,835 55,980 59,468 68,046 82,159 82,160 2012 2013 2014 2015 2016 2017 Number of Vietnamese students studying abroad (2012-2017) 22,172 students (2017) 19,152 students (2017) 15,298 students (2017) 4,400 students (2017) Only 10% have scholarships, the others are self-financed students. Languages (64%) Sports (31%) Sciences (22%) Languages (60%) Sports (28%) Life/ soft skills (27%) Workers Students 10% 11% 79% Students Online Both online & offline courses Offline (physical class) 43% 17% 40% Workers 10% 90% Have scholarships Self-financed
  50. 50. University Education (Duration: 4-6 years) (18 – 22 years old and over) College Education (Duration: 3 years) (18 – 21 years old and over) High School/Upper Secondary (Duration: 3 years) (15 – 18 years old) Junior High/Lower Secondary (Duration: 4 years) (11 – 15 years old) Elementary School (Duration: 5 years) (6 – 11 years old) Professional Secondary (Duration: 3-4 years) (15 years old and over) Pre-schooling Education (Duration:3 years) (3 – 6 years old) Vocational Training (Duration 1-3 years) (15 years old and over) Introduction of Vietnam education system (1) Education from Grade 1 of Elementary to Grade 9 of Junior High is compulsory. High school education and above is optional.
  51. 51. Introduction of Vietnam education system (2) Vietnam’s education system is largely and mostly made up of public schools. Source: Ministry of Education and Training 12,662 14,939 10,887 2,393 170 2,594 113 52 441 65 Kindergarten Elementary Junior High/Lower Secondary High school/Upper Secondary University Number of schools (School year 2017-2018) Public Private 4,331,241 7,882,145 5,312,715 2,313,315 1,439,495 975,295 159,697 60,597 195,249 267,530 Kindergarten Elementary Junior High/Lower Secondary High school/Upper Secondary University Number of students (School year 2017-2018) Public Private
  52. 52. Investment in education of Vietnamese Traditionally, Vietnam has placed high value on education. In 2018, Vietnamese spent 8% of their income for education. Sources: Varkey Foundation/ BMI 12.0 10.2 8.7 7.5 7.2 6.2 5.4 5.0 4.4 4.1 - 2.0 4.0 6.0 8.0 10.0 12.0 14.0 Hours parents spent helping children with studies in some countries (2018) (Hours/week) 8% 92% Vietnam consumer spending for education (2018)
  53. 53. Vietnamese aims at international study The number of Vietnamese students studying abroad is increasing over time. 53,835 55,980 59,468 68,046 82,159 82,160 - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 2012 2013 2014 2015 2016 2017 Number of Vietnamese students studying abroad (2012-2017) Sources: UNESCO
  54. 54. Vietnamese aims at international study - Top destination countries 22,172 19,152 15,298 4,400 3,979 3,432 United States Japan Australia France United Kingdom Korea, Rep. The U.S and Japan are the most popular destinations. Sources: UNESCO (2017)
  55. 55. Vietnamese aims at international study - Funding source The majority of people studying abroad self- finance. Have scholarships, 10% Self-financed, 90% Sources: Ministry of Education and Traning (2016)
  56. 56. Increasing demand of private classes Top private courses for workers Languages (60%) Sports (28%) Soft/ life skills (27%) Business (21%) IT (20%) Accounting (17%) Top private courses for students Languages (64%) Sports (31%) Sciences (22%) Drawing (20%) Music lessons (20%) Martial arts (13%) Sources: Q&Me (2019)
  57. 57. Reasons to take private courses People take private courses to broaden knowledge/ improve themselves or to develop their career. 60% 60% 54% 35% 20% 17% 8% To broaden knowledge To develop in career To improve one's self To find a good job To have a good health To entertain To go abroad Sources: Q&Me (2019)
  58. 58. Increasing demand of private classes: Online demand Up to 60% workers and 21% students take online courses. 43% 17% 40% Types of classes - Workers Online Both online & offline courses Offline (physical class) 10% 11% 79% Types of classes - Students Online Both online & offline courses Offline (physical class) Sources: Q&Me (2019)
  59. 59. Increasing demand of private classes : Top E-learning websites Real shop preference Top E – learning website for workers Topica.edu.vn Web access: 1,459,000 Fee: 2,000,000-10,000,000 English, business course for workers and university students. Kyna.vn Web access: 1,651,000 Fee: 200,000 - 5,000,000 Teaching all subjects that are suitable for any level from students to officers Edumall.vn Web access: 5,159,000 Fee: 500,000 - 5,000,000 Teaching various courses, especially for worker Unica.vn Web access: 2,076,000 Fee: 200,000 - 2,000,000 Provide various courses for worker, university students Top E – learning website for students Tienganh123.com Web access: 1,651,000 Fee: 200,000 - 5,000,000 Teaching English for children and adults Kyna.vn Web access: 1,651,000 Fee: 200,000 - 5,000,000 Teaching all subjects that are suitable for any level from students to officers Hocmai.vn Web access: 5,159,000 Fee: 300,000 - 1,000,000 Teaching all subject at the school for students Moon.vn Web access: 2,076,000 Fee: 100,000 - 600,000 Teaching subjects at the school for students
  60. 60. Increasing demand of travelling
  61. 61. Increasing demand of travelling 48% intend to spend their spare cash on holidays. 72% 53% 48% 48% 47% 46% 41% Sources: Nielsen (2018)
  62. 62. Domestic and outbound travel demand The number of domestic travelers increase by every year. Sources: Q&Me (2019)Sources: vietnamtourism.gov.vn/ ASEAN Travel 28,000 30,000 32,500 35,000 38,500 57,000 62,000 73,200 80,000 2010 2011 2012 2013 2014 2015 2016 2017 2018 Domestic travelers 6,000 6,500 7,500 8,600 2015 2016 2017 2018 (est.) International trips by Vietnamese travelers (Thousands of departures)
  63. 63. The Landmark 81 (HCMC) The tallest building in Vietnam Domestic travel - New attractions/ services Golden Bridge (Da Nang) A scenic overlook of a 150-metre-long pedestrian bridge in Bà Nà Hills resort Hon Thom Cable Car (Phu Quoc) Honored by the World Guinness as the “World’s longest cable car system” Van Don International Airport (Quang Ninh) Located on the coast of Quang Ninh, the airport covers an area of 325 ha and contains one single runway Hon Gai International Harbour (Quang Ninh) The harbor can receive the world’s largest cruise vessels Bamboo Airway A low-cost airline, opened in Jan 2019
  64. 64. Outbound travel - Countries Vietnamese wish to visit Japan and Korea are 2 countries that Vietnamese wish to visit most. 3% 3% 5% 5% 7% 11% 12% 20% 24% England Australia France China America Singapore Thailand Korea Japan Sources: Q&Me (2019)
  65. 65. Outbound travel - Travel motivations 9% 9% 10% 19% 20% 25% 25% 26% 36% 38% Learning new things My family / friends took me there Good beach Good entertainment Good for shopping Good food Good cost Near distance Interesting culture Good scenery Good scenery and culture are biggest reason for selecting a country, although distance, cost and food also have high impact.
  66. 66. Key technology adoption in Vietnam
  67. 67. 38% 62% Yes, I have used No, I haven't Key takeaways Smartphone penetration 67% of mobile phone users own a smartphone(s). Ride hailing app usage QR code & Mobile payment Increasing usage of E-wallet Online food delivery service usage 66% have used ride hailing apps. 67% 33% Smartphone Feature phone 66% 34% Yes, I have used No, I haven't 14% 23% 7% 38% 18% Use it regularly Have used it before Never used (but know how to use it) Never used and do not know how to use it I do not know QR code usage 37% have used QR code before. Only 38% QR code users use QR code for mobile payment. $11.1 billion (2020F) Value of fintech market Top E-wallets No.1 No.2 No.3 85% 36% 21% 58% 42% Yes, I have used No, I haven't 58% of food delivery service users have used the online food delivery portals.
  68. 68. High Internet and smartphone penetration Vietnam is forecasted to have 82 million Internet users by 2020. Among people who own mobile phones, 67% have smartphones. 97% 1% 2% Mobile phone usage (2019) Own Share Do not use Source: World Bank/ Pew Research Center (2019) 67% 33% Smartphone Feature phone Smartphone ownership (2019) 38 92 44 55 22 5 59 215 82 93 28 6 0 50 100 150 200 250 Thailand Indonesia Vietnam Philippines Malaysia Singapore Internet users of some SEA countries 2015 2020F (millions)
  69. 69. Smartphone brand recognition Source: Q&Me (2018) 98% 97% 94% 88% 87% 86% 73% 72% 71% Samsung Apple Oppo Sony Nokia HTC Asus Xiaomi Huawei
  70. 70. Popular apps in Vietnam No. Free Paid 1 Messenger Pocket Quarium 2 Zalo WiFi Master Pro – WiFi.com 3 Facebook The Greedy Cave 4 Youtube Analog Paris 5 PUBG Mobile VN Kirakira+ 6 Sendo NewBorder 7 Ulike Forest – Stay focused 8 Tiktok Gudak Cam 9 Zing MP3 TouchRetouch 10 Shopee @picn2k camera Source: Appannie.com
  71. 71. Rising trend (1) - Ride hailing app Among people who use ride sharing services, Grab is dominantly used, then Go Viet. Source: Q&Me (2018) 66% 34% Those who have used ride sharing app
  72. 72. Grab is launched in Vietnam in Feb, 2014. After merged with Uber in 2018, Grab becomes No.1 Ride hailing app in Vietnam market. Go-Viet is a partner of Go-Jek – Technology start up in Indonesia. Go-Viet started Go-Bike service in Ho Chi Minh City on June and Ha Noi in September, 2018. VATO is invested by Phuong Trang transport company in April 2018. With VATO, customers can bargain with drivers in peak time. FASTGO is developed by Vietnamese and provide service in Ha Noi in June and Ho Chi Minh City in August, 2018. XELO is developed by Skysoft – a technology company and launched in May 2018. Xelo combine between E-booking bike/ car and traditional booking taxi. ABER – Local brand – is launched on June 2018. Aber aimed to recruit old Uber, Grab drivers with well-paid and bring good experience to customers. Be ride hailing service launched in December, 2018. This is a Vietnamese company. Rising trend (1) - Ride hailing app key players
  73. 73. Rising trend (1) - Ride hailing app popularity Among people who use ride sharing services, Grab is dominantly used, then Go Viet. Primary reason to choose Grab is convenience when Go-Viet’s is price. Source: Q&Me (2018) 98% 29% 6% 6% 4% 1% Grab Go-Viet VATO Aber Fast Go Xelo Ride sharing app popularities 60% 60% 37% 36% 36% 33% 52% 26% 48% 35% 4% 39% Convenience Transparent pricing Good price App is easy to use Short waiting time Attractive promotion Grab vs Go-Viet: Reasons to choose Grab Go-Viet
  74. 74. Rising trend (2) - Online delivery service popularity 66% use the food delivery services. Among food delivery service users, 58% have used food delivery apps. Source: Q&Me (2018) 66% 34% 58% 42% Source: Q&Me (2018) Food delivery service users Food delivery app users
  75. 75. Rising trend (2) - Popular food delivery apps 57% 50% 35% 14% 7% 2% Foody Delivery Now Grab Food Vietnammm Chonmon Others For online food delivery services, Now and Grad Foob are the most popular portals. Q. How do you normally make your order?Source: Q&Me (2018)
  76. 76. Rising trend (2) - Food delivery service - Reasons to use ‘Bad weather’ is most common occasion to use food delivery services. People often order their food to be shipped to their home or office. 25% 30% 66% 72% Family gathering places Location that I hang out with my friend Office My home Delivery locations 31% 39% 41% 45% 53% 54% Don't want to cook Unwell/sick Want to enjoy the meal from the delivery store Too busy to cook Want to eat quick Bad weather Motivations to use delivery services Source: Q&Me (2018)
  77. 77. Rising trend (3) - QR code popularity No more than 37% have used QR code before including 14% of regular users. 39% 21% 22% 18% QR code recognition I know it I know it (after seeing the visual) I have seen it (after seeing the visual) I do not know 14% 23% 7% 38% 18% QR code usage Use it regularly Have used it before Never used (but know how to use it) Never used and do not know how to use it I do not know 82% 37% Source: Q&Me (2019)
  78. 78. Rising trend (3) - QR code usage Only 38% of QR code users use it for payment purpose. The most common app to use QR code is not mobile payment apps but Zalo. 57% 38% 38% 37% 43% 62% 62% 63% Add new friends in SNS Access website / facebook / campaign Mobile payment Show QR code to be added in SNS Purpose to use QR code 15% 2% 2% 4% 7% 9% 15% 18% 22% 83% Others Payoo Ngan Luong Samsung Pay Viettel Pay Bankplus Zalo Pay Facebook Momo Zalo Popular apps where QR code is used Source: Q&Me (2019)
  79. 79. 6.4 2018 Rising trend (4) - Fintech overview Fintech penetration in Vietnam is still very low. Nevertheless, this sector is growing fast, expected to reach $11M in 2022. 97.6% 2.4% E-Commerce Others Digital payment contribution (2018) Digital payment revenues in Vietnam (million USD)169.1 89.0 59.7 7.6 4.9 4.4 Singapore Malaysia Thailand Indonesia Vietnam Philippines Number of non-cash transactions per capita 11.1 2022 74.1% 25.9% E-wallets Others Licensed payment services Source: World Bank/ Statista/ State Bank of Vietnam
  80. 80. Rising trend (4) - Fintech / E-wallet popularity E-wallet users in Vietnam is on the increase. Momo is the most popular service, followed by ZaloPay. 4% 11% 12% 11% 10% 23% 8% 16% 17% 11% Singapore Thailand Vietnam Philippines Indonesia E-Wallet penetration trend among mobile internet users 2015 2013 CAGR 2013-2015 130% -18% 16% 25% 6% 85% 36% 21% 17% 16% 16% 15% 14% 6% 6% Popular e-wallet services Source: Q&Me (2019)
  81. 81. 67% 63% 44% 43% 41% 40% 27% 23% 13% 12% Top up mobile account Buy mobile cards Transfer/receive money Pay bills Pay when shopping online Buying cinema ticket Pay for food order Pay for Grab, taxi Buy transportation ticket Hotel booking Source: Q&Me (2019) Rising trend (4) - E-wallet usage
  82. 82. Rising trend (4) - E-wallet satisfaction Most are quite content with E-wallet services they’re using. 85% 14% 1% Customer satisfaction Satisfied Average Dissatisfied Satisfaction Dissatisfaction Fast payment process Easy payment process Many promotions/ discounts Low transaction cost No need to carry lots of cash Payment risk/error Need the Internet Not many promotions (as I want) Not many places accept this yet Security concerns Source: Q&Me (2019)
  83. 83. Q&Me – About Online Market Research Services
  84. 84. Our Solution We provide both of online / offline research service depending on the objectives Online market research Face-Face market research Quickest research with good quality assurance, via data-oriented analysis Manual data collection with technology. High level data control with GPS, images and audio.
  85. 85. Our advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 500,000 members as of May, 2019 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% Age 19% 18% 6% 4%3%3% 47% HCM Hanoi Can Tho Da Nang Hai Phong Dong Nhai Others 56% 44% Male Female Gender City
  86. 86. Our advantage – Quick with quality Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality Our quality score by SSI FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
  87. 87. Our customers Food & Beverage FMCG Manufacturing Technology Agency / Consulting Others
  88. 88. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC, Vietnam Tel. +84 839 100 043

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