Part

Vietnam consumer landscape

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 Years Major Events Shaping Vietnam

111BC - 939AD Chinese occupation of Vietnam

1535 European Jesuits and traders

1802 French given trading concessions

1858 France invades Vietnam

1860-1945 French occupation

1940-45 Japanese occupation

1945 Ho Chi Minh declares formation of the Democratic Republic of Vietnam

1945-54 French re-occupation - finally defeated in the battle of Dien Bien Phu

1954 Geneva convention 17th parallel division of Vietnam

1959 US military advisors in South

1965 US Marine Corps lands on China Beach, Da Nang

1973 Singing of Paris peace accord (US and North Vietnam)

1975 Fall of Saigon - Reunification of Vietnam

1977-79 Implementation of unified socialist society

1979 Vietnam defeats Khmer Rouge and liberates Cambodia

1979 China invades Vietnam and is quickly repelled

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Years Major Events Shaping Vietnam GDP Growth %

1986 Doi Moi (Renovation) Congress - open door policy reforms 2.3

1987 Foreign investment law liberalises market access 3.6

1988 Extensive agricultural reform 6.0

1990 Vietnam world's 3rd largest exporter of rice 5.1

1991 Ban on TV Advertising lifted 6.0

1994 US embargo lifted 8.8

1995 Vietnam joins ASEAN 9.5

1999 Asian crisis causes foreign investment to be liberalised 4.8

2000 Private Enterprise Law / HCMC stock market opens 6.8

2001 US - Vietnam bilateral trade agreement 6.9

2007 WTO accession - net foreign direct investment US$22.3 billon 7.1

2010 Vietnam with much of Asia leads the global economic upturn 6.4

2014 Consumer demand struggles 5.8

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 US$1.9 billion advertising
US$175 billion economy
spend

US$1,923 GDP per person 45% internet penetration

69% urban adult mobile

91 million people penetration (4 in 10 smart)

24 million households 52% urban adults banked

16 million rural households 37 million motorbikes

7.5 million
households =>US$400 145,000 new cars in 2014

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 62 million people 29 million people
47% <30 years 45% <30 years
16 million households 8 million households
3.5 million =>US$400/household 4 million =>US$400/household

2025 2025
60 million people 36 million people
38% <30 years 36% <30 years
18 million households 13 million households

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 Traditional trade still Since the 1st supermarket in 1994
represent 80% of grocery we now have 975 supermarkets.
sales.
1,800 convenience stores have
emerged since 2008.
No ROI thus far!

Branded malls: Aeon, Robinson,

Central have arrived recently.

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Globally modern versus locally explosive

Thegioididong 309 stores

PNJ 165+ stores

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Globally modern versus locally explosive

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 Conspicuously mobile Purchase priorities

When the new iPhone was Versus her home!

released, I just couldn’t go out.
I couldn’t face my friends until I
had one.

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 Edutainment Generational divides

I am the “New Vietnam” – I live I don't get it, I don't need to, he
online, and though I spend more does, he tells me which
time alone, I am not lonely. I am products are good.
connected 24/7.

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 My missed opportunities
Through the eyes of my child I shall
achieve success.
His success is my success.
He reflects on me.
Be the boss!
Most want to be their own boss, big or
small.
Happiness equates to money.

Success is defined by my job.

Money is the most important thing in my

life.

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 Aware of what could be…. Conflicted and frustrated

Increasing opportunities (commercial, Emerging gender equality & changing roles

education and travel) in society.

Change in parenting .
Community to individual gratification.
From extended to nuclear families.
Always out of home. Thirst for edutainment.
Modern day working ethos.
Happiness defined as money.
Divorce acceptable.

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Fast shifting social trends
“Nowadays freedom is an excuse for doing whatever
one wants without thinking about others; women
want careers rather than families, men spend more
time out of home, drinking and enjoying with their
friends, more than contributing to their families,
women are freer with their favours and couples find
it easier to divorce without thinking of what they
are doing to their families and children…”

Phuong 30 years old, from HCMC

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 Kid is future investment. Desire for freedom, happiness, unconventional
Ready to pay more & more (repertoire), higher To rebel the pressure and stress from parent’s
& higher (price). expectations on academic performance.

Growing power of child I want more new experimentation

‘Liked by my child’ is spontaneous important Strong desire to experience product in new
trigger. ways (customised): packaging, flavor, etc.

More choosy & picky (esp. urban) Hi-tech is the new ‘trendy’
Rapid innovation (taste, packaging, advertising, Online touch point boom: new channel of information,
flavor, etc.) is crucial! consumption and awareness.

I want my brand
I don’t use my mother’s or my younger sister’s brands.

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Urban female adults: Recognition and individualism

Premiumnisation = Me values
Charge me more, indulge me more!

Customisation
Focus!
No longer one size (product) fits all (needs).

Seeking for performance enhancement

Help me to maximise my capability &
performance at work & life.

Detoxify me! Purify me!

Increasing seek to de-stress; mind and body.

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 Intensive pressure to play multi roles Constant pressure to balance work and family
Seeks for appreciation & sympathy. Seeks for fast, simple, convenient efficiency to
take care of child & family.

Growing financial pressure yet don’t want to Realise the importance of parenting & her
be left behind struggle
Affordable quality doesn’t mean cheap. Seeks for knowledge & guidance from experts
& brands.

Feeling solitude & confused Challenge the man’s role in the family
Seeks for a clear guidance & role model. Seeks for the support & sharing from husband.

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The family Nguyen - how this shapes who we are

Happiness is
Progressive money
Success is
and
imbued in pride
entrepreneurial

Confused and
Success
frustrated
Desperate to through the
express myself eyes of my
child

Youth translate
Thirst for the consumer
edutainment world for their
parents

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Part
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