Académique Documents
Professionnel Documents
Culture Documents
Euromonitor International
January 2016
RETAILING IN VIETNAM
Passport
Seasonality ............................................................................................................................... 9
Payments and Delivery ............................................................................................................. 9
Emerging Business Models .................................................................................................... 10
Market Data ................................................................................................................................ 10
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Table 18
Table 19
Table 20
Table 21
Euromonitor International
RETAILING IN VIETNAM
Table 22
Table 23
Table 24
Table 25
Table 26
Table 27
Table 28
Table 29
Table 30
Table 31
Table 32
Table 33
Table 34
Table 35
Table 36
Table 37
Table 38
Passport
Definitions................................................................................................................................... 26
Store-based Retailing ............................................................................................................. 26
Non-store Retailing ................................................................................................................. 27
Sources ...................................................................................................................................... 27
Summary 2
Euromonitor International
II
RETAILING IN VIETNAM
RETAILING IN VIETNAM
EXECUTIVE SUMMARY
Slower Value Growth Due To Lower Consumer Price Index
Vietnam is witnessing many dramatic gas price drops in 2015 resulting in an impressively low
inflation rate and consumer price index. As a result, many products are witnessing noticeable
unit price plunges that mainly factor to slow down retailings performance in value terms. In
general, most channels are continuing to see another year of lucrative performances in 2015
due to good market demand and major players great efforts in expanding distribution coverage
and investing in costly yet effective marketing campaigns.
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OPERATING ENVIRONMENT
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Informal Retailing
Vietnams informal retailing is mostly inclusive of street vendors and C2C (customer-tocustomer) online merchants. As these trading activities are not registered with the
government, there are no official statistics or data presenting actual sales. It is common to see
street hawkers selling various items ranging from grocery to non-grocery items such as fruit,
tissues, chewing gum and books. Spontaneous wet markets around industrial zones are also
a popular informal retailing channel in Vietnam, where blue collar workers have little time and
limited budgets for daily grocery shopping. During the review period, social networks and
online marketplaces have been emerging strongly, reflecting the rapid growth of the internet.
As a result, C2C online trading is something of a popular trend as urban citizens seek to earn
extra income.
While street vendors can be seen as having reached maturity, C2C online trading continues
to flourish in 2015. As a country, Vietnam has one of the fastest growth rates of new
Facebook users in 2015, which is strongly linked to the C2C online trading evolution during
the review period. With no tax and costly store rental fees, many people are daring to start up
small businesses in the online marketplace and social network channel.
As a result of increasing food safety awareness, more consumers are shifting to other more
trustworthy mainstream channels such as supermarkets and convenience stores. This,
however, is contributing to a shift away from street vendors of grocery products. On the other
hand, the increasing popularity of online C2C fashion stores spurred the growth of informal
retailing at the expense of apparel sales through mainstream channels, especially during the
first half of the review period. Nevertheless, in 2015 with the notable penetration of new
entrants such as Sense City and SC Vivo City, store-based apparel and footwear sales are
greatly improving as consumers with increasing disposable incomes become more exposed
to various new fashion brands.
Street hawkers are present across the country in public spaces in urban centres, industrial
zones, suburbs and even in more rural locations. Meanwhile, online C2C trading resides
mostly on Facebook and many marketplaces such as www.5giay.vn and chodientu.vn.
Online C2C trading mostly attracts urban consumers who are more knowledgeable about the
internet, while street merchants target the lower-income segment, especially blue collar
workers living near industrial zones.
In spite of the fact that street vending is not legal in Vietnam, it is very common to see many
spontaneous street-side wet markets and street hawkers across the country. Online C2C
stores, on the other hand, are generally considered legal because there is no official law
regulating C2C online trading activities in Vietnam in 2015. However, the Ministry of Industry
and Trade has announced that a new tax would be imposed on online C2C trading, including
Facebook stores and all other online marketplace stores. Although the practical means of
controlling this trading, as well as tax collection, has yet to be clarified.
Opening Hours
Due to the generally busier lifestyles of urban consumers in comparison with those from the
countryside, store-opening hours in big cities are generally later, at 09.00-22.00hrs, while
many stores in rural areas tend to close at 17.00-18.00hrs. In addition, the presence of 24/7
convenience stores is significantly more prominent in big cities, as these outlets target the
increasingly busy urban night owl consumers.
There are no restrictions on the number of days a store can open each year. Most retail
outlets open on Sundays so that retailers can attract more consumers. The number of hours
that stores can open on Sundays is not restricted by law.
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Despite the fact that there are no known restrictions on 24hr opening in Vietnam, 24/7
operations remain limited to convenience stores. Due to the necessary high level of human
resources and associated costs, as well as the low number of consumers out late at night,
supermarkets and shopping centres in Vietnam do not open 24/7. However, during busy
seasons, such as before the Lunar New Year holiday, major supermarket operators, such as
Saigon Union of Trading Cooperatives, tend to open on a 24-hour basis in order to fully
exploit the season of strongest purchasing power in Vietnam.
Summary 1
Channel
Public
holidays
Supermarket
No
07.3022.00hrs
07.30 22.00hrs
07.3022.00hrs
Open
Hypermarket
No
08.0022.00hrs
08.0022.30hrs
08.0022.30hrs
Open
Convenience
Store
Yes
24-hours
24-hours
24-hours
Open
Food/Drink/T
obacco
Specialists
No
08.0022.00hrs
08.0022.00hrs
08.0022.00hrs
Open
Independent
Small
Grocers
No
07.0021.00hrs
09.0022.00hrs
09.0022.00hrs
Open
Other
Grocery
Retailers
No
07.0021.00hrs
07.0021.00hrs
07.0021.00hrs
Closed
Apparel
Specialist
Retailers
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Electronics
and
Appliance
Specialist
Retailers
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Beauty
Specialist
Retailers
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Chemists/Ph
armacies
No
08.0021.00hrs
08.0021.00hrs
08.0021.00hrs
Open
Optical
Goods
Stores
No
08.0021.00hrs
08.0021.00hrs
08.0021.00hrs
Open
Drugstores/P
arapharmaci
es
No
08.0021.00hrs
08.0021.00hrs
08.0021.00hrs
Open
Other
Healthcare
Specialist
Retailers
No
08.0021.00hrs
08.0021.00hrs
08.0021.00hrs
Open
Home
No
08.00-
08.00-
08.00-
Open
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Improvement
and
Gardening
Stores
Passport
21.00hrs
21.00hrs
21.00hrs
Furniture and
Homewares
Stores
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Bags and
Luggage
Specialist
Retailers
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Jewellery
and Watch
Specialist
Retailers
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Media
Products
Stores
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Pet Shops
and
Superstores
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Sports
Goods
Stores
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Stationers/Of
fice Supply
Stores
No
08.0021.00hrs
08.0021.00hrs
08.0021.00hrs
Closed
Traditional
Toys and
Games
Stores
No
08.0021.00hrs
08.0021.00hrs
08.0021.00hrs
Open
Other Leisure
and Personal
Goods
Specialist
Retailers
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Department
Stores
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Variety
Stores
No
10.0022.00hrs
10.0022.00hrs
10.0022.00hrs
Open
Source:
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RETAILING IN VIETNAM
areas to open new shops in order to save on rental costs. In addition, because of the high rent
in Vietnam, major players such as Mobile World JSC and FPT Corp are shifting to smallersized stores located on main streets to reduce operation costs.
Because Vietnam is a tropical country with extremely high temperatures almost all year round,
most shopping centres are located indoors and equipped with air conditioners to create a
comfortable shopping environment for consumers. The majority of shopping centres in
Vietnam are consolidated properties combining different standalone stores with food courts,
gaming areas and cinemas. Even though these are not the primary shopping destinations for
Vietnamese people, many consumers visit them to socialise with their friends and browse the
stores.
Standalone stores are prevalent in Vietnam partially due to the consumer habit of commuting
by motorbike. Standalone stores conveniently located on main streets make it easy for
consumers to stop by at anytime without having to park their vehicles and walk a decent
distance to the stores.
The travel infrastructure is dominated by private motorbikes and cars rather than public
transportation. Most consumers tend to stop by some stores on the way back home from work
or school, which is turning parking into one of the most important factors affecting sales during
rush hour. A spacious modern garage with the ability to facilitate a large numbers of
motorbikes arriving at the same time will create an enhanced shopping experience for most
customers.
Luxury retailers are located at the best and most expensive locations in city centres in order to
directly target the upper-middle to higher-income segment. Most supermarkets and
hypermarkets are also located in major cities, but at less expensive locations as they seek to
reduce rental costs. Meanwhile, convenience stores are usually located near schools and
public buildings such as hospitals and apartments.
Euromonitor International
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RETAILING IN VIETNAM
Passport
2010
5,693.3
33.9%
2011
7,624.6
32.5%
2012
10,100.2
18.6%
2013
11,977.6
12.1%
2014
13,432.6
7.1%
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Value sales exclude VAT sales tax
Seasonality
Online Autumn Shopping Day
Date: 28 August 2015.
Shopping season: 24 27 August 2015.
Primary products bought: Apparel and footwear, electronics and appliances.
Retailer strategy: Most retailers offer Back-to-School themed items because students go back
to school shortly after the shopping event finishes. Urban students comprise the target
demographic of many retailers during this season.
Online Black Friday
Date: 4 December 2015.
Shopping season: 4 December 2015.
Primary products bought: Electronics and appliances, apparel and footwear, health and
beauty care, books and media.
Retailer strategy: Various retailers focus on offering shocking price to compete against each
other to catch consumers attention. Many players also utilise this opportunity to foster mcommerces performance by providing special discounts for products purchased on mobile
phones.
Lunar New Year
Date: 19 February 2015.
Shopping season: January 19 February 2015.
Primary products bought: Lunar New Year themed decoration products, apparel and footwear,
groceries, electronics and appliances.
Retailer strategy: This is considered the biggest and busiest shopping season of the year for
almost all retailing channels. As such, retailers develop Lunar New Year themed items with
attractive discounts and complimentary incentives such as lucky envelopes and sweet treats.
Euromonitor International
2015
15,682
9.1%
RETAILING IN VIETNAM
Passport
from Recess Retail & Delivery Co Ltd is among the most avant-garde and successful retailers
deploying the mobile shopping method. In 2015, the company launched some attractive
promotions such as special discounts for the first transaction made via the lazada mobile app
and special price offers exclusively applicable for in-app purchases.
Generally, consumers do not have much trust in shipping fragile products with cargo delivery
services in Vietnam due to the lack of responsibility from these service providers. However,
the situation is improving in 2015 with major online retailers focusing on addressing this
particular problem, which has a direct negative impact on internet retailing. As a result, these
players are gaining trust from more consumers, contributing to their remarkable performances
in 2015. In general, most products are delivered to consumers doors intact. If customers are
not happy with the product quality, they can return the goods to the retailers within a specific
number of days from the purchase date.
Cash On Delivery (COD) is the main payment method for in-app purchases despite many
consumers growing interest in card payment due to its convenience. In general, most
consumers feel safer when they pay upon delivery. By doing so, consumers can make sure
that the ordered products actually meet their expectations.
By the end of the forecast period, COD is expected to remain the most popular payment
method for in-app purchases. As with other channels, cash will retain its prevalence. Unless
banks can lower financial card maintenance fees while increasing card security, non-cash
payment will continue being the inferior option.
MARKET DATA
Table 2
VND tn
2010
Euromonitor International
2011
2012
2013
2014
2015
10
RETAILING IN VIETNAM
Store-based Retailing
Non-Store Retailing
Retailing
Source:
Passport
946.5
4.5
951.0
1,169.5
7.3
1,176.8
1,333.7
10.6
1,344.3
1,528.7
13.9
1,542.6
1,741.4
17.6
1,759.0
1,888.2
22.5
1,910.7
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 3
Store-based Retailing
Non-Store Retailing
Retailing
Source:
2014/15
2010-15 CAGR
2010/15 Total
8.4
27.7
8.6
14.8
38.2
15.0
99.5
404.8
100.9
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 4
VND tn
Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note:
2010
2011
2012
2013
2014
2015
573.5
370.6
2.4
946.5
739.0
427.9
2.6
1,169.5
917.5
413.0
3.2
1,333.7
1,094.0
430.7
4.0
1.9
1,528.7
1,262.4
473.0
6.0
1.6
1,741.4
1,371.4
509.2
7.6
2.4
1,888.2
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
Table 5
'000 outlets
Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note:
Table 6
2010
2011
2012
2013
2014
2015
616.4
138.9
0.1
755.3
621.9
142.1
0.1
764.1
630.1
142.7
0.1
773.0
636.2
144.2
0.1
0.0
780.6
642.8
146.2
0.1
0.0
789.1
648.9
148.2
0.1
0.0
797.3
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
Euromonitor International
2010-15 CAGR
2010/15 Total
11
RETAILING IN VIETNAM
Passport
Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note:
8.6
7.7
26.9
49.1
8.4
19.1
6.6
25.6
14.8
139.1
37.4
212.5
99.5
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
Table 7
% unit growth
Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note:
2014/15
2010-15 CAGR
2010/15 Total
1.0
1.4
-3.2
40.0
1.0
1.0
1.3
8.3
1.1
5.3
6.7
48.8
5.5
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
Table 8
VND tn
Direct Selling
Homeshopping
Internet Retailing
Vending
Internet Pure Play
Retailers
Mobile Internet Retailing
Non-Store Retailing
Source:
Note 1:
Note 2:
2010
2011
2012
2013
2014
2015
3.4
0.1
1.0
-
4.3
0.2
2.8
-
5.2
0.4
4.9
0.0
5.9
0.6
7.4
0.1
6.3
0.7
10.6
0.4
6.7
0.8
15.0
0.6
4.5
0.0
7.3
0.1
10.6
0.2
13.9
1.4
17.6
2.3
22.5
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.
Mobile internet retailing and internet pure play retailers not included in non-store retailing total to avoid
double counting as these categories are already accounted for within internet retailing.
Table 9
Direct Selling
Homeshopping
Internet Retailing
Vending
Euromonitor International
2014/15
2010-15 CAGR
2010/15 Total
6.3
11.3
41.6
-
14.6
67.3
71.9
-
98.0
1,210.1
1,402.3
-
12
RETAILING IN VIETNAM
Passport
38.2
404.8
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.
Mobile internet retailing and internet pure play retailers not included in non-store retailing total to avoid
double counting as these categories are already accounted for within internet retailing.
Table 10
78.0
66.1
27.7
2010
2011
2012
2013
2014
2015
370.6
138.9
10.5
427.9
142.1
11.4
413.0
142.7
11.3
430.7
144.2
11.5
473.0
146.2
11.8
509.2
148.2
12.1
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 11
VND tn
2010
2011
2012
2013
2014
2015
32.8
37.9
35.8
38.9
44.1
48.0
96.3
107.8
116.4
124.2
135.0
147.1
47.9
55.2
61.6
69.3
77.2
87.5
96.9
115.5
98.8
96.7
106.2
110.6
46.5
59.5
49.0
47.3
53.1
58.5
50.2
51.9
51.4
54.4
57.4
57.4
370.6
427.9
413.0
430.7
473.0
509.2
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 12
'000 outlets
Euromonitor International
2010
2011
2012
2013
2014
2015
9.4
9.9
10.1
10.3
10.6
10.9
6.6
6.6
6.4
6.6
7.1
7.5
38.7
39.6
39.9
40.3
40.8
41.2
10.6
11.5
11.4
11.5
11.6
11.8
13
RETAILING IN VIETNAM
Specialist Retailers
Leisure and Personal
Goods Specialist
Retailers
Other Non-Grocery
Specialists
Non-Grocery Specialists
Source:
Passport
11.3
12.0
12.3
12.7
13.0
13.5
62.2
62.5
62.7
62.9
63.1
63.3
138.9
142.1
142.7
144.2
146.2
148.2
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 13
2014/15
2010-15 CAGR
2010/15 Total
8.9
7.9
46.3
8.9
8.8
52.8
13.5
4.1
10.3
12.8
2.7
4.7
82.7
14.2
25.9
0.1
7.7
2.7
6.6
14.4
37.4
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 14
% unit growth
Table 15
2014/15
2010-15 CAGR
2010/15 Total
2.4
3.1
16.2
5.2
2.3
12.3
1.2
1.6
3.8
1.3
2.2
3.5
6.6
11.4
19.0
0.3
1.4
0.4
1.3
1.8
6.7
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Euromonitor International
2011
2012
2013
2014
2015
1.4
1.4
1.4
1.4
1.4
0.7
0.7
0.8
1.1
1.1
14
RETAILING IN VIETNAM
Passport
Perrachon SA
Mobile World JSC
Nguyen Kim Trading JSC
Saigon Jewelry Co Ltd
FPT Corp
Phu Nhuan Jewelry JSC
Vien Thong A Import
Export Trading
Production Corp
Pico JSC
Lotte Group
Tran Anh Digital World
JSC
AEON Group
VinPro
Ho Chi Minh City Book
Distribution Co
Parkson Holdings Bhd
TCT Group
Vietnam National
Textile & Garment Corp
(VINATEX)
DOJI Gold & Gems Group
Best Denki Co Ltd
G7 Trading & Service Co
Ltd
Others
Total
Source:
0.5
0.5
1.7
0.1
1.2
0.2
0.7
0.5
1.0
0.1
0.5
0.1
0.7
0.5
0.7
0.2
0.3
0.2
0.9
0.6
0.5
0.3
0.3
0.2
1.1
0.6
0.5
0.4
0.3
0.3
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.2
0.2
0.1
0.1
0.1
0.1
0.1
0.2
0.2
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.1
-
0.1
-
0.1
-
0.1
-
92.5
100.0
93.9
100.0
94.1
100.0
93.5
100.0
92.7
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 16
Pico
Tran Anh
Aeon Mall
Lotte Mart
Blue Electronics
Fahasa
Parkson
Fivimart
VinMart
Euromonitor International
2012
2013
2014
2015
1.4
1.3
1.2
1.2
0.7
0.8
1.1
1.1
0.6
0.5
0.6
0.5
0.8
0.6
0.9
0.6
1.0
0.1
0.5
0.1
0.7
0.2
0.3
0.2
0.5
0.3
0.3
0.2
0.5
0.4
0.3
0.3
0.2
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.2
0.2
0.2
0.2
0.2
0.1
0.2
0.1
-
0.2
0.1
-
0.1
0.1
-
0.1
0.1
0.1
15
RETAILING IN VIETNAM
Doji
Electronic World
Best Carings
Others
Total
Source:
Passport
0.1
0.1
94.4
100.0
0.1
0.1
93.8
100.0
0.1
93.1
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 17
0.1
0.1
94.2
100.0
2011
2012
2013
2014
2015
1.4
1.5
1.4
1.4
1.4
0.7
0.7
0.9
1.1
1.1
0.5
0.5
1.8
0.1
1.2
0.2
0.7
0.5
1.0
0.1
0.5
0.1
0.6
0.5
0.7
0.2
0.3
0.2
0.9
0.6
0.5
0.3
0.3
0.2
1.0
0.6
0.5
0.4
0.3
0.2
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.2
0.2
0.1
0.1
0.1
0.1
0.1
0.2
0.2
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.1
92.5
100.0
0.1
0.0
93.9
100.0
0.1
0.0
94.1
100.0
0.1
0.0
93.6
100.0
0.1
0.0
92.8
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 18
Euromonitor International
2012
2013
2014
2015
1.4
1.3
1.2
1.2
0.7
0.8
1.1
1.1
0.5
0.5
0.5
0.5
0.8
0.6
0.9
0.6
16
RETAILING IN VIETNAM
Shopping Center
SJC
FPT Shop
PNJ
Vien Thong A
Pico
Tran Anh
Aeon Mall
Lotte Mart
Blue Electronics
Fahasa
Parkson
Fivimart
VinMart
Doji
Viet Tien
Citimart
Electronic World
Others
Total
Source:
Passport
1.0
0.1
0.5
0.1
0.7
0.2
0.3
0.2
0.5
0.3
0.3
0.2
0.5
0.4
0.3
0.2
0.2
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.2
0.2
0.2
0.2
0.2
0.1
0.2
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.1
94.1
100.0
0.0
0.1
94.3
100.0
0.0
0.1
93.8
100.0
0.0
93.1
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 19
sites/outlets
Brand (GBO)
Viet Tien (Vietnam
National Textile &
Garment Corp
(VINATEX))
Mobile world
FPT Shop
PNJ
Vien Thong A
SJC
Co.opMart
Fahasa
Doji
Blue Electronics
Big C
Citimart (Dong Hung
Co Ltd)
Nguyenkim - Saigon
Shopping Center
Fivimart
Tran Anh
VinMart
Euromonitor International
Company (NBO)
2012
2013
2014
2015
504
502
502
496
207
39
153
78
220
100
145
92
330
160
174
126
473
250
178
153
175
62
158
68
132
74
135
80
58
58
59
70
24
21
35
25
35
28
33
33
31
17
17
18
28
17
18
22
24
16
4
-
16
9
-
15
11
-
21
19
16
TCT Group
Tran Anh Digital World JSC
VinPro
17
RETAILING IN VIETNAM
Table 20
Passport
10
Pico JSC
Aeon Vietnam Co Ltd
5
-
5
-
4
4
6
6
12
771,575
772,978
12
779,061
780,554
22
787,376
789,107
795,183
797,253
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 21
2011
2012
2013
2014
2015
5.5
15.6
5.3
9.7
5.4
12.5
0.1
4.6
0.0
8.4
5.3
10.8
0.7
3.8
0.2
6.8
5.4
7.8
3.6
3.6
1.9
4.7
6.7
6.4
6.2
3.6
3.6
3.2
2.1
3.9
1.0
2.5
2.9
1.8
2.5
2.6
2.3
2.8
2.3
2.3
2.9
2.2
2.1
5.4
1.4
0.1
2.0
1.6
3.2
1.2
0.3
1.6
1.2
2.5
1.2
1.0
1.5
0.8
1.7
1.2
1.1
1.3
0.5
1.3
1.1
1.1
0.9
0.5
2.8
-
0.2
1.8
-
0.3
0.4
-
0.2
-
0.1
-
43.6
100.0
52.3
100.0
57.2
100.0
59.7
100.0
58.1
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.
2012
2013
2014
2015
Mobile world
Amway
3rd Party Merchants
Tahitian Noni
5.4
12.5
0.0
4.6
5.3
10.8
0.2
3.8
5.4
7.8
2.6
3.6
6.7
6.4
5.0
3.6
Euromonitor International
18
RETAILING IN VIETNAM
FPT Shop
Forever Living
Nguyenkim - Saigon
Shopping Center
Tiens
Vien Thong A
Oriflame
Pico
bHIP
lazada
Herbalife
Sophie Paris
Zalora
Nu Skin
Avon
ESQ
Savico
Passport
FPT Corp
Forever Living Products
International LLC
Nguyen Kim Trading JSC
0.0
8.4
0.2
6.8
1.9
4.7
3.6
3.2
2.5
2.5
2.8
2.9
2.9
1.8
2.6
2.3
2.3
2.3
2.2
2.1
3.2
1.2
0.3
0.0
1.6
1.2
0.0
0.2
1.8
-
2.5
1.2
1.0
0.4
1.5
0.8
0.0
0.3
0.4
-
1.7
1.2
1.1
0.9
1.3
0.5
0.1
0.2
-
1.3
1.1
1.1
1.0
0.9
0.5
0.2
0.1
-
52.3
100.0
57.2
100.0
59.7
100.0
58.1
100.0
Others
Total
Source:
Note:
Table 22
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.
Euromonitor International
2011
2012
2013
2014
2015
1.4
1.3
4.8
0.2
3.4
0.6
2.1
1.6
3.2
0.3
1.6
0.4
2.3
1.8
2.4
0.7
1.2
0.6
3.3
2.1
1.9
1.0
1.2
0.7
3.9
2.2
1.9
1.4
1.2
0.9
0.7
0.4
0.7
0.4
0.8
0.5
0.6
0.5
0.8
0.8
0.3
0.4
0.4
0.4
0.5
0.3
0.4
0.4
0.4
0.4
0.2
0.1
0.0
0.3
0.1
0.1
0.4
0.1
0.2
0.4
0.1
0.2
0.4
0.3
0.2
0.1
0.1
0.0
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.2
0.2
0.1
0.1
0.1
19
RETAILING IN VIETNAM
Passport
Care Ltd
AA Corp
LVMH Mot Hennessy
Louis Vuitton SA
Best Denki Co Ltd
Others
Total
Source:
0.2
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.2
85.5
100.0
87.8
100.0
87.8
100.0
86.6
100.0
84.3
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 23
Pico
Tran Anh
Blue Electronics
Fahasa
Doji
Medicare
Guardian
VinPro
Viet Tien
Vinatex
Shiseido
Blue Exchange
adidas
Gia Thanh Trading
Electronic World
Others
Total
Source:
2012
2013
2014
2015
1.7
1.6
1.9
1.8
2.8
2.1
3.2
2.2
3.2
0.3
1.6
0.4
2.4
0.7
1.2
0.6
1.9
1.0
1.2
0.7
1.9
1.4
1.2
0.9
0.7
0.4
0.4
0.8
0.5
0.4
0.6
0.5
0.4
0.8
0.8
0.6
0.5
0.3
0.1
0.1
0.4
0.1
0.2
0.4
0.1
0.2
0.4
0.3
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.1
0.1
0.0
0.1
0.4
88.0
100.0
0.1
0.1
0.1
0.1
0.4
88.0
100.0
0.1
0.1
0.1
0.1
0.5
86.8
100.0
0.2
0.1
0.1
0.1
84.6
100.0
Vietnam National
Textile & Garment Corp
(VINATEX)
Vietnam National
Textile & Garment Corp
(VINATEX)
Shiseido Co Ltd
Bblue Co Ltd
adidas Group
G T Co Ltd
Mobile World JSC
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 24
sites/outlets
Brand (GBO)
Viet Tien (Vietnam
National Textile &
Euromonitor International
Company (NBO)
Viet Tien Garment JSC
2012
2013
2014
2015
504
502
502
496
20
RETAILING IN VIETNAM
Garment Corp
(VINATEX))
Mobile world
FPT Shop
PNJ
Blue Exchange
Vien Thong A
Nha Be
SJC
Pierre Cardin
(Pierre Cardin SA)
adidas (adidas Group)
Vinatex
Fahasa
Ninomaxx
VinPro
Medicare
Doji
Blue Electronics
Guardian (Dairy
Farm International
Holdings Ltd)
Nguyenkim - Saigon
Shopping Center
Shiseido (Shiseido
Co Ltd)
Others
Total
Source:
Table 25
Passport
207
39
153
171
78
220
100
145
173
92
330
160
174
175
126
473
250
178
176
153
157
175
89
169
158
90
166
132
91
138
135
101
43
72
45
72
47
72
96
72
58
58
59
70
73
10
24
9
73
14
35
18
73
14
35
25
64
40
34
33
33
31
17
18
22
24
Shiseido Cosmetics
Vietnam Co Ltd
Others
Total
15
15
15
22
140,852
142,746
142,209
144,206
144,012
146,230
145,592
148,211
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
PNJ
Nha Be
Pico
Euromonitor International
Company (NBO)
2012
2013
2014
2015
71.2
70.5
70.5
69.7
29.4
38.3
31.2
40.1
46.8
44.9
62.5
51.0
12.1
11.1
16.6
21.7
16.6
30.1
43.9
33.5
31.0
15.6
18.6
25.3
30.7
26.6
28.7
20.5
24.4
30.2
20.5
29.2
30.0
16.5
29.9
28.2
24.7
21
RETAILING IN VIETNAM
FPT Shop
Tran Anh
Fahasa
Blue Exchange
SJC
Ninomaxx
Nha Xinh
adidas (adidas Group)
Vinatex
VinPro
Electronic World
Others
Total
Source:
Table 26
Passport
FPT Corp
Tran Anh Digital World JSC
Ho Chi Minh City Book
Distribution Co
Bblue Co Ltd
Saigon Jewelry Co Ltd
Viet Fashion Co Ltd
AA Corp
adidas Vietnam Co Ltd
Vietnam National
Textile & Garment Corp
(VINATEX)
VinPro
Mobile World JSC
Others
Total
10.1
4.2
12.9
10.9
8.2
12.9
17.4
9.4
13.3
23.4
16.3
15.8
15.4
18.0
13.5
8.2
4.4
9.6
15.6
15.7
13.5
10.6
4.6
9.6
15.6
13.4
13.5
12.4
4.9
9.6
15.6
13.7
11.8
10.6
10.0
9.6
10.2
10,986.6
11,346.7
10.2
11,154.9
11,540.6
18.7
11,344.5
11,782.6
9.3
11,511.0
12,052.1
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
VND tn
Store-based Retailing
Non-Store Retailing
Retailing
Source:
Note:
Table 27
2015
2016
2017
2018
2019
2020
1,888.2
22.5
1,910.7
1,989.0
28.4
2,017.3
2,085.9
34.8
2,120.8
2,179.5
41.3
2,220.7
2,268.6
48.1
2,316.7
2,354.3
55.4
2,409.7
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
Store-based Retailing
Non-Store Retailing
Retailing
Source:
Note:
Table 28
2015/2016
2015-20 CAGR
2015/20 TOTAL
5.3
26.1
5.6
4.5
19.7
4.7
24.7
146.1
26.1
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
VND tn
Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Euromonitor International
2015
2016
2017
2018
2019
2020
1,371.4
509.2
7.6
2.4
1,888.2
1,447.8
532.7
8.5
1,989.0
1,517.9
558.6
9.4
2,085.9
1,580.6
588.6
10.3
2,179.5
1,634.3
623.0
11.2
2,268.6
1,679.5
662.8
12.0
2,354.3
22
RETAILING IN VIETNAM
Source:
Note 1:
Note 2:
Note 3:
Passport
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
No forecast data available for luxury retailing.
Table 29
'000 outlets
Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note 1:
Note 2:
2015
2016
2017
2018
2019
2020
648.9
148.2
0.1
0.0
797.3
654.2
150.2
0.1
804.4
658.7
152.3
0.1
811.1
662.6
154.5
0.1
817.2
665.9
156.9
0.1
823.0
668.7
159.5
0.1
828.3
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
No forecast data available for luxury retailing.
Table 30
Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note 1:
Note 2:
Note 3:
2015/2016
2015-20 CAGR
2015/20 TOTAL
5.6
4.6
11.8
5.3
4.1
5.4
9.5
4.5
22.5
30.2
57.6
24.7
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
No forecast data available for luxury retailing.
Table 31
% unit growth
Grocery Retailers
Non-Grocery Specialists
Mixed Retailers
Luxury Retailing
Store-based Retailing
Source:
Note 1:
Note 2:
2015/16
2015-20 CAGR
2015/20 Total
0.8
1.3
-1.6
0.9
0.6
1.5
0.0
0.8
3.0
7.6
0.0
3.9
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Luxury retailing not included in store-based retailing total to avoid double counting as luxury retailing is a
duplicate category already accounted for within non-grocery specialists and mixed retailers.
No forecast data available for luxury retailing.
Euromonitor International
23
RETAILING IN VIETNAM
Table 32
Passport
VND tn
Direct Selling
Homeshopping
Internet Retailing
Vending
Internet Pure Play
Retailers
Mobile Internet Retailing
Non-Store Retailing
Source:
Note 1:
Note 2:
Note 3:
Note 4:
Table 33
2015
2016
2017
2018
2019
2020
6.7
0.8
15.0
0.6
7.0
0.8
20.5
-
7.3
0.9
26.7
-
7.5
0.9
32.8
-
7.8
1.0
39.4
-
7.9
1.0
46.5
-
2.3
22.5
3.6
28.4
5.3
34.8
7.2
41.3
8.8
48.1
11.3
55.4
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.
Mobile internet retailing and internet pure play retailers not included in non-store retailing total to avoid
double counting as these categories are already accounted for within internet retailing.
No forecast data available for internet pure play retailers.
Direct Selling
Homeshopping
Internet Retailing
Vending
Internet Pure Play Retailers
Mobile Internet Retailing
Non-Store Retailing
Source:
Note 1:
Note 2:
Note 3:
Note 4:
Table 34
Note:
2015-20 CAGR
2015/20 TOTAL
4.0
7.5
37.0
57.2
26.1
3.3
4.5
25.4
37.6
19.7
17.7
24.5
210.2
393.3
146.1
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
Vending data captures vending systems installed in public and semi-captive environments only. For
further details refer to definitions.
Mobile internet retailing and internet pure play retailers not included in non-store retailing total to avoid
double counting as these categories are already accounted for within internet retailing.
No forecast data available for internet pure play retailers.
2015/2016
2015
2016
2017
2018
2019
2020
509.2
148.2
12.1
532.7
150.2
12.3
558.6
152.3
12.6
588.6
154.5
12.9
623.0
156.9
13.3
662.8
159.5
13.6
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Forecast value data in constant terms.
Euromonitor International
24
RETAILING IN VIETNAM
Table 35
Passport
VND tn
2015
2016
2017
2018
2019
2020
48.0
51.5
55.4
59.7
64.7
70.3
147.1
155.5
164.7
175.7
188.6
203.8
87.5
94.1
100.2
106.2
111.9
117.4
110.6
113.8
118.4
124.5
132.3
142.0
58.5
61.7
65.4
69.8
74.9
80.9
57.4
56.1
54.5
52.7
50.6
48.4
509.2
532.7
558.6
588.6
623.0
662.8
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast value data in constant terms.
Table 36
'000 outlets
Table 37
2015
2016
2017
2018
2019
2020
10.9
11.2
11.7
12.2
12.8
13.5
7.5
7.9
8.3
8.8
9.3
9.8
41.2
41.7
42.2
42.7
43.2
43.7
11.8
12.1
12.3
12.6
12.9
13.3
13.5
13.8
14.2
14.5
14.8
15.2
63.3
63.4
63.6
63.7
63.9
64.0
148.2
150.2
152.3
154.5
156.9
159.5
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Euromonitor International
2015-20 CAGR
2015/20 TOTAL
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Passport
7.2
7.9
46.4
5.7
6.7
38.6
7.5
2.9
5.4
6.0
5.1
6.7
34.0
28.4
38.3
-2.3
4.6
-3.4
5.4
-15.8
30.2
Euromonitor International from trade associations, trade press, company research, trade interviews,
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Forecast value data in constant terms.
Table 38
% unit growth
2015/16
2015-20 CAGR
2015/20 Total
3.1
4.4
24.0
5.3
5.6
31.6
1.2
1.9
2.3
1.2
2.4
2.4
5.9
12.5
12.7
0.3
1.3
0.2
1.5
1.1
7.6
Euromonitor International from trade associations, trade press, company research, trade interviews,
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DEFINITIONS
This report analyses the market for retailing in Vietnam. For the purposes of the study, the
market has been defined as follows:
Store-based Retailing
Grocery retailers
Modern grocery retailers
Convenience stores
Discounters
Forecourt retailers: chained forecourt retailers; independent forecourt retailers
Hypermarkets
Supermarkets
Traditional grocery retailers
Independent small grocers
Food/drink/tobacco specialists
Other grocery retailers
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Non-grocery retailers
Apparel specialist retailers
Electronics and appliance specialist retailers
Health and beauty specialist retailers
Chemists/pharmacies
Drugstores/parapharmacies
Beauty specialist retailers
Other healthcare specialist retailers
Home and garden specialist retailers
Furniture and homewares stores
Home improvement and gardening stores
Leisure and personal goods specialist retailers
Jewellery and watch specialist retailers
Media products stores
Pet shops and superstores
Sports goods stores
Stationers/office supply stores
Traditional toys and games stores
Other leisure and personal goods specialist retailers
Mixed retailers
Department stores
Variety stores
Mass merchandisers
Warehouse clubs
Other non-grocery retailers
Non-store Retailing
Vending
Homeshopping
Internet retailing
Direct selling
Explanations of words and/or terminology used in this report are as follows:
GBO refers to global brand owner, which is the ultimate owner of a brand.
NBO refers to national brand owner, which is the company licensed to distribute a brand on
behalf of a GBO. The NBO may be a subsidiary of a GBO or it may be a completely separate
company. Share tables at both GBO and at NBO level are provided in the report. Reference
to shares in the report analysis is at NBO level.
SOURCES
Sources used during the research included the following:
Summary 2
Research Sources
Official Sources
Agro Info
American Chamber of Commerce in Vietnam
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Trade Press
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Passport
Saigoneer
SGTT
TBIC - Trade & Business Information Centre
Thanh Nien News
The Saigon Times
The World & Vietnam Report
Thehetre.vn
Trading Market
Tuoi Tre Online
Vietnam Branding
Vietnam Express
Vietnam Investment Review
Vietnam Net
Vietnam News
Vietnam Newspaper
Vietnamnet
Vn Business News
VN Economy
VN Media
VnEconomy
Vnexpress.net
VTC news
Women Online
Source:
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