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RETAILING IN VIETNAM

Euromonitor International
January 2016

RETAILING IN VIETNAM

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LIST OF CONTENTS AND TABLES


Executive Summary ..................................................................................................................... 1
Slower Value Growth Due To Lower Consumer Price Index .................................................... 1
Aggressive Penetration From New Entrants Create An Increasingly Competitive Environment1
Grocery and Non-grocery Split Remains Stagnant in Comparison With 2014 .......................... 1
Saigon Union of Trading Cooperatives Continues To Lead Retailing in 2015 .......................... 1
Slower Forecast Value Growth Due To Predicted Price Drops ................................................. 1
Key Trends and Developments .................................................................................................... 1
Positive Economic Signs of Recovery Support Consumer Demands ....................................... 2
Aggressive New Entries Create An Increasingly Competitive Environment .............................. 3
Online Marketplaces Emerge As the Most Dynamic Internet Retailing Channel ...................... 4
Operating Environment................................................................................................................. 4
Informal Retailing ...................................................................................................................... 5
Opening Hours.......................................................................................................................... 5
Summary 1

Standard Opening Hours by Channel Type 2015 ......................................... 6

Physical Retail Landscape ........................................................................................................ 7


Cash and Carry......................................................................................................................... 8
Table 1

Cash and Carry Value Sales: 2010-2015 ..................................................... 8

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

Sales in Retailing by Store-based vs Non-Store: Value 2010-2015 ........... 10


Sales in Retailing by Store-based vs Non-Store: % Value Growth
2010-2015 .................................................................................................. 11
Sales in Store-based Retailing by Channel: Value 2010-2015 ................... 11
Store-based Retailing Outlets by Channel: Units 2010-2015 ..................... 11
Sales in Store-based Retailing by Channel: % Value Growth 20102015 ........................................................................................................... 11
Store-based Retailing Outlets by Channel: % Unit Growth 2010-2015 ...... 12
Sales in Non-Store Retailing by Channel: Value 2010-2015 ...................... 12
Sales in Non-Store Retailing by Channel: % Value Growth 2010-2015 ..... 12
Non-Grocery Specialists: Value Sales, Outlets and Selling Space
2010-2015 .................................................................................................. 13
Sales in Non-Grocery Specialists by Channel: Value 2010-2015 ............... 13
Non-Grocery Specialists Outlets by Channel: Units 2010-2015 ................. 13
Sales in Non-Grocery Specialists by Channel: % Value Growth 20102015 ........................................................................................................... 14
Non-Grocery Specialists Outlets by Channel: % Unit Growth 20102015 ........................................................................................................... 14
Retailing GBO Company Shares: % Value 2011-2015 .............................. 14
Retailing GBN Brand Shares: % Value 2012-2015 .................................... 15
Store-based Retailing GBO Company Shares: % Value 2011-2015 .......... 16
Store-based Retailing GBN Brand Shares: % Value 2012-2015 ................ 16
Store-based Retailing LBN Brand Shares: Outlets 2012-2015................... 17
Non-Store Retailing GBO Company Shares: % Value 2011-2015 ............. 18
Non-Store Retailing GBN Brand Shares: % Value 2012-2015 ................... 18

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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

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Non-Grocery Specialists GBO Company Shares: % Value 2011-2015 ...... 19


Non-Grocery Specialists GBN Brand Shares: % Value 2012-2015 ............ 20
Non-Grocery Specialists LBN Brand Shares: Outlets 2012-2015 .............. 20
Non-Grocery Specialists LBN Brand Shares: Selling Space 20122015 ........................................................................................................... 21
Forecast Sales in Retailing by Store-based vs Non-Store: Value
2015-2020 .................................................................................................. 22
Forecast Sales in Retailing by Store-based vs Non-Store: % Value
Growth 2015-2020 ..................................................................................... 22
Forecast Sales in Store-based Retailing by Channel: Value 20152020 ........................................................................................................... 22
Forecast Store-based Retailing Outlets by Channel: Units 2015-2020 ...... 23
Forecast Sales in Store-based Retailing by Channel: % Value Growth
2015-2020 .................................................................................................. 23
Forecast Store-Based Retailing Outlets by Channel: % Unit Growth
2015-2020 .................................................................................................. 23
Forecast Sales in Non-Store Retailing by Channel: Value 2015-2020 ....... 24
Forecast Sales in Non-Store Retailing by Channel: % Value Growth
2015-2020 .................................................................................................. 24
Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling
Space 2015-2020 ....................................................................................... 24
Forecast Sales in Non-Grocery Specialists by Channel: Value 20152020 ........................................................................................................... 25
Forecast Non-Grocery Specialists Outlets by Channel: Units 20152020 ........................................................................................................... 25
Forecast Sales in Non-Grocery Specialists by Channel: % Value
Growth 2015-2020 ..................................................................................... 25
Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth
2015-2020 .................................................................................................. 26

Definitions................................................................................................................................... 26
Store-based Retailing ............................................................................................................. 26
Non-store Retailing ................................................................................................................. 27
Sources ...................................................................................................................................... 27
Summary 2

Research Sources ...................................................................................... 27

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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.

Aggressive Penetration From New Entrants Create An Increasingly


Competitive Environment
Retailing in 2015 is witnessing strong entries from both international and domestic players,
creating dynamic competition. While many new entrants are emerging, several other perennial
players are being acquired due to their inability to compete. In terms of pricing competition, most
major retailers are trying to offer the most competitive discounts to attract customers and thus
increase sales.

Grocery and Non-grocery Split Remains Stagnant in Comparison With


2014
In 2015, the grocery and non-grocery split is experiencing stagnation in comparison with
2014. Because groceries are deemed essential, grocery retailers continue to contribute more to
retailings overall sales performance compared to non-store channels. Nevertheless, both
categories are experiencing a stronger presence of modern stores.

Saigon Union of Trading Cooperatives Continues To Lead Retailing in


2015
Saigon Union of Trading Cooperatives continues to launch new supermarkets not only in big
cities but also in rural areas such as Sa Dec, Thot Not and Ben Luc. Meanwhile, the company
has also launched the new mobile app facilitating a reward point-tracking feature and informing
users about the latest promotions and discounts at all Co.opMart supermarkets around Vietnam.

Slower Forecast Value Growth Due To Predicted Price Drops


Over the forecast period, retailing is expected to witness a decelerating trend. The stronger
presence of imported products as a result of the governments exemption of import tax for
various categories is expected to create intense pricing competition over the forecast period,
resulting in falling average unit prices of many products. Additionally, emerging channels such
as internet retailing and convenience stores are expected to slow down to more stable growth
after rapid development over the review period. As a result, value growth is expected to record a
slower rate compared to the review period.

KEY TRENDS AND DEVELOPMENTS

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Positive Economic Signs of Recovery Support Consumer Demands


According to the World Bank, Vietnams GDP of the first half of 2015 reached 6%, illustrating
the highest GDP growth rate since 2009. The impressive recovery is largely due to the strong
growth of manufacturing and construction at a rate of 9% in 2015. In terms of average income,
the country has also witnessed a strong average salary rise from VND3.8 million/month in 2014
to VND4.5 million/month in 2015, representing a growth rate of over 18%, mainly due to the new
rule published on 11 November 2014 regulating the minimum salary in 2015. Supported by a
relatively healthy economic climate and increasing average salary, overall retailing has recorded
good current value growth of 9% in 2015.
Nevertheless, in comparison with the growth rate of 14% in 2014, retailings performance in
2015 is experiencing a declining trend. The significantly low inflation rate in 2015 mainly factors
to slow down retailings performance. According to the World Bank, it was predicted that the
inflation rate for 2015 would be around 2.5%. In comparison with 4.1% in 2014 and 6.6% in
2013, this is a remarkable recovery. By 3 December 2015, gas prices have dropped 11 times,
which is the main factor restraining CPI and inflation growth at slow rates. As a result, retailings
overall performance is decelerating in terms of value due to the plunging inflation growth rate
rather than decreasing market demand.
According to Foreign Investment Association, FDI of the first 10 months of 2015 grew by 14%
against that of the previous year. Due to the governments new legislation allowing foreigners to
have full ownership over their own businesses without having to co-operate with any local
companies, international players are making considerable increases their investments in
Vietnam. On 19 January 2015, NTAssian Discovery Fund increased its number of shares to 6.2
million to hold a less than 6% share of Mobile World JSC. Meanwhile, Vietsin Commercial
Complex Development JSC (VCCD) also launched its first SC Vivo City shopping centre in
District 7, Ho Chi Minh City. As a result of strong foreign investment, retailing is witnessing
rapid distribution expansion activities. Modern grocery retailers recorded a spectacular outlet
growth rate of 28% in 2015, presenting a sharp increase against the 14% recorded in 2014.
Outlook
According to the World Bank, Vietnams GDP is predicted to achieve a growth rate of around
6.6% in 2016, which promises a bright economic climate over the forecast period. By the end of
the forecast period, retailing is expected to reach VND2,410 trillion with a value CAGR of 5% at
constant 2015 prices.
In comparison with the review periods value CAGR of 7% at constant 2015 prices, the
prospective performance of the market is predicted to decelerate. As a result of fierce
competition caused by new entrants aggressive entries in 2015, major retailers are expected to
concentrate on competitive pricing strategies to compete against newcomers over the forecast
period. Consequently, lower predicted product prices are expected to mainly contribute to slow
down retailings value growth over the forecast period.
With increasing forecast GDP, the average salary is also estimated to increase over the
forecast period, allowing more consumers to shift to modern grocery channels such as
convenience stores, supermarkets and mixed retailers. As such, modern grocery retailers is
expected to record a value CAGR of 9% at constant 2015 prices. Meanwhile, as more
consumers are expected to move away from conventional channels, traditional grocery retailers
is predicted to witness a value CAGR of 4% at constant 2015 prices.

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Aggressive New Entries Create An Increasingly Competitive


Environment
Vietnam is becoming a free trading playground in 2015 with significant changes supporting
international players investing in the country. The government has eliminated laws restricting the
number of outlets/shares a typical foreign company can own, which is leading to huge foreign
investment pouring into the country.
As a result, 2015 is witnessing a significant emergence of new players. Aeon Vietnam Co Ltd
is among the most noticeable examples. After the first year since its initial mall was launched in
Tan Phu, Ho Chi Minh City, the Japanese retailing company opened its third mall in Ha Noi in
2015. The new entrants operations in Vietnam are so successful that it has become the leading
mixed retailer in the country after only two years after its entry into Vietnam. Meanwhile, the
leading electronics and appliance specialist retailer in Vietnam, Mobile World JSC has received
enormous investment from international financial corporations such as Mekong Enterprise Fund
II and NTAssian Discovery Fund, reinforcing its capital resource to help expand its distribution
coverage from 352 outlets in 2014 to 506 in 2015.
Import tax exemptions for products from certain countries as part of the Trans Pacific
Partnership Agreement is leading to an increasing presence of imported products, placing
serious pressure on domestic players. Despite the ever increasingly competitive trading
environment, Vingroup has aggressively penetrated retailing with potentially around 110
convenient stores, 16 supermarkets and 40 electronics and appliance stores by the end of 2015.
On the other hand, some perennial players are deciding to withdraw from the retailing landscape
as they have predicted an inability to compete with new giant entrants. In March 2015, Central
Group acquired a 49% share of Nguyen Kim Trading JSC, while Lotte Shopping Co bought a
70% share of Diamond Plaza.
Outlook
Over the forecast period, these new giant entrants are predicted to continue imposing a
significant impact on the competitive landscape of retailing. Armed with giant financial
resources, Mobile World JSC also plans to penetrate grocery retailing with an ambitious goal of
6,000 8,000 outlets by the end of 2020. If the company successfully implements its expansion
strategy, it will become a huge threat to other players operating in grocery retailers over the
forecast period. In relation to its enormous capital resource, it is feasible for Mobile World JSC
to potentially become one of the leading grocery retailers. In 2015, Mobile World JSC ranked
second in overall retailing with a 1% value share. After entering grocery retailers, the company
has good potential to become the biggest retailer in Vietnam over the forecast period.
In terms of suppliers, domestic manufacturers are expected to experience rising competition
from imported brands. In order to encourage consumers to support local products and survive
the prospective rivalry against international companies, Vietnamese manufacturers should focus
on capital mobilising activities to reinforce financial resources in order to invest in new product
development and viral marketing campaigns.
In the meantime, local players should also be cautious in their decisions about collaborating
with international corporations to prevent being acquired by these companies in the long term.
On the other hand, as consumers awareness of supporting the local economy is expected to
improve over the forecast period, many of them will begin prioritising domestic brands over
imported products as long as local manufacturers can offer higher quality products at more
competitive prices.

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Online Marketplaces Emerge As the Most Dynamic Internet Retailing


Channel
During the review period, internet retailing emerged with small independent Facebook stores
as the main channel. Initially, online marketplaces were available yet did not contribute
noticeable revenue to internet retailing. After fluctuating growth in the early stages of ecommerces development, the channel witnessed a declining trend as consumers trust in online
shopping was damaged by poor quality products, false advertisements and scams. Not until
2014-2015 did the channel begin to pick up again largely due to the emergence of online
marketplaces such as Lazada, Sendo and Tiki. According to Vietnam E-Commerce and
Information Technology Agency, by the end of 2014, Vietnam had 283 online marketplaces
officially registered to the government, a dramatic increase compared to 90 websites in 2013.
In terms of the leading players, Lazada is considered to be the most successful online
marketplace. Carefully examining disadvantages of pioneering players namely Chodientu and
5giay, the company adheres to three commitments: competitive prices, no commission fee
charges for storeowners and strictly no counterfeits, which mainly account for its remarkable
achievement. In addition, Lazada also invests heavily in television commercials and Facebook
advertisements to help strengthen brand awareness.
In response to Lazadas outstanding performance, Vingroup the most noticeable new
entrant in 2015, has established a subsidiary named VinEcom with a huge charter capital of
over VND1 trillion. On 15 August 2015, VinEcom launched its first online marketplace Adayroi,
offering various product types that are not commonly found at online stores such as
automobiles, motorbikes and fresh food.
In the meantime, perennial players namely Tiki and Sendo, are concentrating on capital
mobilising activity to reinforce their financial resources to survive the fierce rivalry among
different marketplaces in Vietnam. While Sendo has decided to cooperate with three Japanese
companies in SBI Holdings, Econtext ASIA, BEENOS; Tiki is collaborating with two other
Japanese funding groups, namely Sumitomo and CyberAgent Ventures.
Outlook
With such a huge number of new entrants penetrating retailing in 2015, the predicted
competitive landscape of online marketplaces is predicted to inevitably experience fierce
competition. Giant players, namely Lazada, Adayroi, Sendo and Tiki are expected to invest
heavily in online advertising campaigns to seize the lucrative share of this channel.
On the other hand, smaller players are expected to own superior unique selling points such as
marketplaces specialised for niche categories in order to survive the prospective competitive
environment. Without adequate budgets for marketing to build up brand awareness, these
inferior players will need to offer specific value to consumers that can fill the gap that giant
competitors are leaving. Failing to do this, these companies might face bankruptcy over the
forecast period due to their inability to compete against leading players.
Most online consumers will become wiser and more fastidious when making their buying
decisions. Tech-savvy consumers tend to carefully research different brands and prices before
purchasing products online. This could lead to strong pricing competition among different
marketplace operators over the forecast period. In response to the upcoming trend, major
players are predicted to improve customer services such as flexible exchange or returns policies
and complimentary shipping. In general, consumers are expected to benefit from the predicted
trend, while operators are predicted to engage in furious competition over the forecast period.

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

Standard Opening Hours by Channel Type 2015


24 hour
MondaySaturday
Sunday
present?
Friday

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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RETAILING IN VIETNAM

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:

Euromonitor International

Physical Retail Landscape


Regarding heavy traffic in big cities, most consumers typically tend to frequent nearby stores
for daily grocery shopping. On the other hand, occasionally at the weekends, many
consumers are willing to travel longer distances to suburban areas to socialise with friends
and families at giant one-stop shopping centres.
High rent is the most common factor making physical space difficult to obtain for most
retailers. With strong financial resources, big corporations often choose the best and most
expensive locations. Meanwhile, small storeowners are utilising old apartments in central

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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.

Cash and Carry


Cash and carry is a relatively nascent and consolidated market in Vietnam, with Metro Cash
and Carry as the sole player.
The target consumer segment for cash and carry is companies, restaurants and hotels, as
well as wholesale consumers. In order to shop at Metro, customers must be able to present a
membership card that can only be issued to business owners. There is a trend for people to
borrow membership cards from friends or relatives to ensure a smooth entrance. However,
this group remains the minority and does not contribute significant revenue to Metro.
During the review period, Metro witnessed aggressive competition from major supermarket
and hypermarket operators that introduced low-pricing strategies in a bid to gain share from
the sole cash and carry player in Vietnam. Consequently, some small retailers and companies
are gradually switching from cash and carry to supermarkets and hypermarkets, swayed by
the latter channels offer of attractive promotions and their close proximity to residential areas.
With Berli Jacker Public Co Ltd as the new owner of Metro Cash and Carry chain, the market
is witnessing a stronger presence of imported Thai products. Because Berli Jacker Public Co
Ltd originated from Thailand, the company has a potential advantage in terms of connections
with Thai manufacturers to obtain the most competitive prices. Additionally, due to the new
import tax exemption legislation bolstered by the Trans Pacific Partnership Agreement,
products from Thailand can benefit from 0% import tax.
Table 1

Cash and Carry Value Sales: 2010-2015

VND million, current prices

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Cash and carry


% growth
Source:
Note:

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.

Payments and Delivery


Vietnam remains a cash society in 2015.
High financial card maintenance costs are the main deterring feature preventing card
payments from becoming the mainstream payment method in Vietnam. Additionally, many
retailers do not want to invest in POS machines, as they do not want to be charged by banks
for every trading transaction made in their stores. Even though many banks provide retailers
with free POS devices, some sellers intentionally deceive consumers and state that their
devices are broken to avoid card payments as often as possible.
Mobile payments are becoming increasingly popular among young tech-savvy consumers as
many big retailers offer special discounts for products purchased via mobile phones. lazada

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.

Emerging Business Models


Online payment by instalments is becoming an increasingly popular business model in 2015.
Credit card owners from banks associated with online retailers can use their cards to make
online payments with instalment plan benefits without having to submit various financial proof
papers and wait for them to be verified by lending financial companies. Given the models
convenience and acceptable interest rates, more consumers are opting for this payment
method, making it the most noticeable business model in 2015.
Even though instalment plans have been available on the market for many years, they are
only just witnessing significant growth in 2015 when credit card owners gain instant access to
this payment method.
3G and the internets increasing affordability play an important role in stimulating this
emerging business models growth. In addition, smart phones unit price is also seeing a
dramatic price plunge as major players introduce many more cheap models in 2015, making
in-app purchases increasingly popular.
Traditional store-based channels seem to be direct competitors for this business model.
However, as they serve different needs from various groups of consumers, they are unlikely
to impose a noticeably negative impact on each other. While online payments by instalments
mainly serve credit card owners who shop online, the traditional payment method in full
amount and by instalment plans is suitable for non-credit card owners.
Digital channels obviously benefit from the business models emergence.

MARKET DATA
Table 2

Sales in Retailing by Store-based vs Non-Store: Value 2010-2015

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

Sales in Retailing by Store-based vs Non-Store: % Value Growth 2010-2015

% current value growth, retail value rsp excl sales tax

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

Sales in Store-based Retailing by Channel: Value 2010-2015

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

Store-based Retailing Outlets by Channel: Units 2010-2015

'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.

Sales in Store-based Retailing by Channel: % Value Growth 2010-2015

% current value growth, retail value rsp excl sales tax


2014/15

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

Store-based Retailing Outlets by Channel: % Unit Growth 2010-2015

% 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

Sales in Non-Store Retailing by Channel: Value 2010-2015

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

Sales in Non-Store Retailing by Channel: % Value Growth 2010-2015

% current value growth, retail value rsp excl sales tax

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

Internet Pure Play Retailers


Mobile Internet Retailing
Non-Store Retailing
Source:
Note 1:
Note 2:

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

Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2010-2015

Value sales VND tn


Outlets '000
Selling Space mn sq m
Source:

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

Sales in Non-Grocery Specialists by Channel: Value 2010-2015

VND tn

Apparel and Footwear


Specialist Retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Specialist Retailers
Home and Garden
Specialist Retailers
Leisure and Personal
Goods Specialist
Retailers
Other Non-Grocery
Specialists
Non-Grocery Specialists
Source:

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

Non-Grocery Specialists Outlets by Channel: Units 2010-2015

'000 outlets

Apparel and Footwear


Specialist Retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Specialist Retailers
Home and Garden

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

Sales in Non-Grocery Specialists by Channel: % Value Growth 2010-2015

% current value growth, retail value rsp excl sales tax

Apparel and Footwear Specialist


Retailers
Electronics and Appliance Specialist
Retailers
Health and Beauty Specialist Retailers
Home and Garden Specialist Retailers
Leisure and Personal Goods Specialist
Retailers
Other Non-Grocery Specialists
Non-Grocery Specialists
Source:

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

Non-Grocery Specialists Outlets by Channel: % Unit Growth 2010-2015

% unit growth

Apparel and Footwear Specialist


Retailers
Electronics and Appliance Specialist
Retailers
Health and Beauty Specialist Retailers
Home and Garden Specialist Retailers
Leisure and Personal Goods Specialist
Retailers
Other Non-Grocery Specialists
Non-Grocery Specialists
Source:

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

Retailing GBO Company Shares: % Value 2011-2015

% retail value rsp excl sales tax


Company
Saigon Union of Trading
Cooperatives
Casino Guichard-

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

Retailing GBN Brand Shares: % Value 2012-2015

% retail value rsp excl sales tax


Brand
Company (GBO)
Co.opMart
Big C
Mobile world
Nguyenkim - Saigon
Shopping Center
SJC
FPT Shop
PNJ
Vien Thong A

Pico
Tran Anh
Aeon Mall
Lotte Mart
Blue Electronics
Fahasa
Parkson
Fivimart
VinMart

Euromonitor International

2012

2013

2014

2015

Saigon Union of Trading


Cooperatives
Casino GuichardPerrachon SA
Mobile World JSC
Nguyen Kim Trading JSC

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

Saigon Jewelry Co Ltd


FPT Corp
Phu Nhuan Jewelry JSC
Vien Thong A Import
Export Trading
Production Corp
Pico JSC
Tran Anh Digital World JSC
AEON Group
Lotte Group
Mobile World JSC
Ho Chi Minh City Book
Distribution Co
Parkson Holdings Bhd
TCT Group
VinPro

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

DOJI Gold & Gems Group


Mobile World JSC
Best Denki Co Ltd

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

Store-based Retailing GBO Company Shares: % Value 2011-2015

% retail value rsp excl sales tax


Company
Saigon Union of Trading
Cooperatives
Casino GuichardPerrachon 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
Dong Hung Co Ltd
Best Denki Co Ltd
Others
Total
Source:

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

Store-based Retailing GBN Brand Shares: % Value 2012-2015

% retail value rsp excl sales tax


Brand
Company (GBO)
Co.opMart
Big C
Mobile world
Nguyenkim - Saigon

Euromonitor International

Saigon Union of Trading


Cooperatives
Casino GuichardPerrachon SA
Mobile World JSC
Nguyen Kim Trading JSC

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

Saigon Jewelry Co Ltd


FPT Corp
Phu Nhuan Jewelry JSC
Vien Thong A Import
Export Trading
Production Corp
Pico JSC
Tran Anh Digital World JSC
AEON Group
Lotte Group
Mobile World JSC
Ho Chi Minh City Book
Distribution Co
Parkson Holdings Bhd
TCT Group
VinPro
DOJI Gold & Gems Group
Vietnam National
Textile & Garment Corp
(VINATEX)
Dong Hung Co Ltd
Mobile World JSC

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

Store-based Retailing LBN Brand Shares: Outlets 2012-2015

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

Viet Tien Garment JSC

504

502

502

496

Mobile World JSC


FPT Corp
Phu Nhuan Jewelry JSC
Vien Thong A Import
Export Trading
Production Corp
Saigon Jewelry Co Ltd
Saigon Union of Trading
Cooperatives
Ho Chi Minh City Book
Distribution Co
DOJI Gold & Gems Group
Mobile World JSC
Casino GuichardPerrachon SA
Dong Hung Trading
Service Co Ltd
Nguyen Kim Trading JSC

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

Lotte Mart (Lotte


Group)
Parkson (Parkson
Holdings Bhd)
Pico
Aeon Mall (AEON
Group)
Electronic World
Others
Total
Source:

Table 20

Passport

Lotte Shopping Co Ltd

10

Lion Group, The

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

Mobile World JSC


Others
Total

Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources

Non-Store Retailing GBO Company Shares: % Value 2011-2015

% retail value rsp excl sales tax


Company
Mobile World JSC
Amway Corp
Rocket Internet GmbH
Morinda Holdings Inc
FPT Corp
Forever Living Products
International LLC
Nguyen Kim Trading JSC
Tiens Group Co Ltd
Vien Thong A Import
Export Trading
Production Corp
Oriflame Cosmetics SA
Pico JSC
bHIP Global
Herbalife Ltd
Sophie Martin Indonesia
PT
Nu Skin Enterprises Inc
Avon Products Inc
Savico Automatic Retail
& Service Co Ltd
ESQ Co Ltd
Others
Total
Source:
Note:

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.

Non-Store Retailing GBN Brand Shares: % Value 2012-2015

% retail value rsp excl sales tax


Brand
Company (GBO)

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

Mobile World JSC


Amway Corp
Rocket Internet GmbH
Morinda Holdings Inc

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

Tiens Group Co Ltd


Vien Thong A Import
Export Trading
Production Corp
Oriflame Cosmetics SA
Pico JSC
bHIP Global
Rocket Internet GmbH
Herbalife Ltd
Sophie Martin Indonesia PT
Rocket Internet GmbH
Nu Skin Enterprises Inc
Avon Products Inc
ESQ Co Ltd
Savico Automatic Retail
& Service Co Ltd

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.

Non-Grocery Specialists GBO Company Shares: % Value 2011-2015

% retail value rsp excl sales tax


Company
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
Tran Anh Digital World
JSC
Ho Chi Minh City Book
Distribution Co
Vietnam National
Textile & Garment Corp
(VINATEX)
DOJI Gold & Gems Group
Medicare Co Ltd
Dairy Farm
International Holdings
Ltd
VinPro
Shiseido Co Ltd
Bblue Co Ltd
Este Lauder Cos Inc
LG Household & Health

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

Non-Grocery Specialists GBN Brand Shares: % Value 2012-2015

% retail value rsp excl sales tax


Brand
Company (GBO)
Mobile world
Nguyenkim - Saigon
Shopping Center
SJC
FPT Shop
PNJ
Vien Thong A

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

Mobile World JSC


Nguyen Kim Trading JSC

1.7
1.6

1.9
1.8

2.8
2.1

3.2
2.2

Saigon Jewelry Co Ltd


FPT Corp
Phu Nhuan Jewelry JSC
Vien Thong A Import
Export Trading
Production Corp
Pico JSC
Tran Anh Digital World JSC
Mobile World JSC
Ho Chi Minh City Book
Distribution Co
DOJI Gold & Gems Group
Medicare Co Ltd
Dairy Farm
International Holdings Ltd

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

Non-Grocery Specialists LBN Brand Shares: Outlets 2012-2015

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

Mobile World JSC


FPT Corp
Phu Nhuan Jewelry JSC
Bblue Co Ltd
Vien Thong A Import
Export Trading
Production Corp
Nha Be Corp
Saigon Jewelry Co Ltd
An Phuoc Garment Co Ltd

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

adidas Vietnam Co Ltd


Vietnam National
Textile & Garment Corp
(VINATEX)
Ho Chi Minh City Book
Distribution Co
Viet Fashion Co Ltd
VinPro
Medicare Co Ltd
DOJI Gold & Gems Group
Mobile World JSC
Giant South Asia
(Vietnam) Ltd

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

Nguyen Kim Trading JSC

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

Non-Grocery Specialists LBN Brand Shares: Selling Space 2012-2015

selling space '000 sq m


Brand (GBO)
Viet Tien (Vietnam
National Textile &
Garment Corp
(VINATEX))
Mobile world
Nguyenkim - Saigon
Shopping Center
Blue Electronics
Medicare
Guardian (Dairy
Farm International
Holdings Ltd)
Vien Thong A

PNJ
Nha Be
Pico

Euromonitor International

Company (NBO)

2012

2013

2014

2015

Viet Tien Garment JSC

71.2

70.5

70.5

69.7

Mobile World JSC


Nguyen Kim Trading JSC

29.4
38.3

31.2
40.1

46.8
44.9

62.5
51.0

Mobile World JSC


Medicare Co Ltd
Giant South Asia
(Vietnam) Ltd

12.1
11.1

16.6
21.7

16.6
30.1

43.9
33.5
31.0

Vien Thong A Import


Export Trading
Production Corp
Phu Nhuan Jewelry JSC
Nha Be Corp
Pico JSC

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

Forecast Sales in Retailing by Store-based vs Non-Store: Value 2015-2020

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.

Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth


2015-2020

% constant value growth, retail value rsp excl sales tax

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.

Forecast Sales in Store-based Retailing by Channel: Value 2015-2020

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

Forecast Store-based Retailing Outlets by Channel: Units 2015-2020

'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

Forecast Sales in Store-based Retailing by Channel: % Value Growth 20152020

% constant value growth, retail value rsp excl sales tax

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

Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 20152020

% 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

Forecast Sales in Non-Store Retailing by Channel: Value 2015-2020

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.

Forecast Sales in Non-Store Retailing by Channel: % Value Growth 20152020

% constant value growth, retail value rsp excl sales tax

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.

Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space


2015-2020

Value sales VND tn


Outlets '000
Selling Space mn sq m
Source:

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

Forecast Sales in Non-Grocery Specialists by Channel: Value 2015-2020

VND tn

Apparel and Footwear


Specialist Retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Specialist Retailers
Home and Garden
Specialist Retailers
Leisure and Personal
Goods Specialist
Retailers
Other Non-Grocery
Specialists
Non-Grocery Specialists
Source:
Note:

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

Forecast Non-Grocery Specialists Outlets by Channel: Units 2015-2020

'000 outlets

Apparel and Footwear


Specialist Retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Specialist Retailers
Home and Garden
Specialist Retailers
Leisure and Personal
Goods Specialist
Retailers
Other Non-Grocery
Specialists
Non-Grocery Specialists
Source:

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

Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth


2015-2020

% constant value growth, retail value rsp excl sales tax


2015/2016

Euromonitor International

2015-20 CAGR

2015/20 TOTAL

25

RETAILING IN VIETNAM

Apparel and Footwear Specialist


Retailers
Electronics and Appliance Specialist
Retailers
Health and Beauty Specialist Retailers
Home and Garden Specialist Retailers
Leisure and Personal Goods Specialist
Retailers
Other Non-Grocery Specialists
Non-Grocery Specialists
Source:
Note:

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,
trade sources
Forecast value data in constant terms.

Table 38

Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 20152020

% unit growth

Apparel and Footwear Specialist


Retailers
Electronics and Appliance Specialist
Retailers
Health and Beauty Specialist Retailers
Home and Garden Specialist Retailers
Leisure and Personal Goods Specialist
Retailers
Other Non-Grocery Specialists
Non-Grocery Specialists
Source:

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,
trade sources

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

Euromonitor International

26

RETAILING IN VIETNAM

Passport

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

Euromonitor International

27

RETAILING IN VIETNAM

Passport

Department of Animal Health of Vietnam


General Department of Vietnam Custom
General Statistics Office of Vietnam
Hanoi Department of Trade
Ho Chi Minh Department of Trade
Investment & Trade Promotion Centre (ITPC)
Ministry of Health of Vietnam (MOH)
Ministry of Trade (MOT)
Trade Associations

Association of Vietnam Retailers


Hanoi Supermarket Association
Retailing Association of Vietnam
Vietnam Agriculture Portal
Vietnam Association of Retailing
Vietnam E-Commerce & Information
Technology Agency
Vietnam Multi-Level Marketing Association

Trade Press

Binh Duong Newspaper


Dan Tri Newspaper
Direct Selling News
Doanh Nghiep
Economics & Development
Elle Vietnam
Embassy of Denmark, Vietnam
Enterprise Forum newspaper
Ho Chi Minh City Law News
Ho Chi Minh City People's Committee
Hue City
Industry & Commerce Newspapaer
International Herald Tribune
Landtoday
New Hanoi
People Newspapaer
People's Police
Portal of Vietnam High Quality Goods
Press
Sai Gon Marketing
Saigon Marketing
Saigon Times Daily
Saigon Times Online

Euromonitor International

28

RETAILING IN VIETNAM

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:

Euromonitor International

Euromonitor International

29

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