2013

BO CO NGHIN
CU
TH TRNG IN MY TRC TUYN
Kho st v tnh hnh v nhu cu mua sm hng in
my trc tuyn

RESEARCH DEPARTMENT
INFOQ VIET NAM
5/20/2013

BO CO NGHIN CU
TH TRNG IN MY TRC TUYN

Phn 1: Thng tin nghin cu

Phn 2: Tng quan th trng
Phn 3: Mc tiu nghin cu
Phn 4: Bo co chi tit
Phn 5: ng dng da trn kt qu nghin cu

2|Page

THNG TIN NGHIN CU

Thi gian kho st: Thng 5 / 2013
Gii tnh: Nam v n
tui: T 20 n 50 tui
Khu vc nghin cu: Thnh ph H Ni v thnh
ph H Ch Minh
Mc tiu nghin cu: Nm c tnh hnh s dng
dch v mua sm in my trc tuyn v nh gi
tim nng pht trin.

3|Page

TNG QUAN TH TRNG

1. Bc tranh thng mi in t Vit Nam
S ngi s dng internet ti Vit Nam(2012): 31.304.211; T l s dn

s dng Internet: 35.58 %.(Trung tm Internet Vit Nam)

Theo d tnh, nm 2013 th phn Thng mi in t(TMT) s tng
trng khong 50%, tc l khong 3,4 triu ngi dng s hot ng
thng xuyn trn cc website TMT.
c tnh trong 2 nm gn y, tng ngun vn u t vo thng mi
in t v internet ti Vit Nam ln n gn 100 triu USD.
S pht trin mnh m ca Internet, cng ngh thng tin v mng di ng vi
cc thit b thng minh to c hi v xu hng mi cho kinh doanh trc
tuyn, thc y thng mi in t pht trin. Theo thng k ca Trung tm
Internet Vit Nam, Vit Nam ng th 18/20 quc gia c s ngi s dng
Internet ln nht th gii, ng th 8 khu vc chu v ng th 3 khu vc
ng Nam . Trn nn tng cng ngh Internet, thng mi in t Vit
Nam hnh thnh v pht trin nhanh chng, ng vai tr quan trng trong
pht trin sn xut kinh doanh ca cc doanh nghip. Ngy cng xut hin
nhiu m hnh kinh doanh trc tuyn, cng ngh tc ng ti thng mi in
t Vit Nam trong nhng nm ti.
Vi 67% ngi dng ln mng mi ngy (2012), Vit Nam ang dn tr thnh
mt th trng y tim nng cho cc dch v thng mi in t. Cuc nghin
cu gim st ngi tiu dng vi thng mi in t nm 2012 do Visa va
cng b ch ra rng ngi Vit Nam, c bit l cc thnh ph ln, ngy
cng a chung hnh thc mua bn trc tuyn. 98% ngi tham gia nghin cu
4|Page

tm kim sn phm v dch v trn mng trong vng 12 thng qua. Trong
71% mua hng trc tuyn v 90% cho bit h s tip tc s dng cch mua
bn ny trong tng lai.
Theo bo co ch s thng mi in t Vit Nam nm 2012 va c Hip
hi thng mi in t cng b, hn 40% doanh nghip tham gia iu tra c
website v 12% doanh nghip tham gia cc sn thng mi in t.

2. Th trng in my
2012 l mt nm kh khn v cnh tranh mnh m ca th trng in my ti
Vit Nam. Theo mt nghin cu mi y, trong nm 2012 tc tng trng
ca th trng in t ti Vit Nam ln u tin c xu hng gim trong sut 5
- 6 nm qua. Mc d vy th trng vn cn nhng tn hiu kh quan, t thng
3/2012-2/2013, ngi tiu dng trong nc chi khong 1,14 t la M
mua 3,5 triu sn phm in my, trong ch yu my iu ha, t lnh, my
git.
Th trng in my nm 2013 c nh gi l vn c mt s tia hy vng.
Theo nh d bo a ra u thng 12/2012, d trong nm 2013 ngnh hng
in my cn kh khn nhng vn c mt s mt hng ngch tng trng tt
nh thit b in t gia dng c tc tng trng 10-15%, ring smartphone
c th t mc trn 100%.

3. Th trng in my trc tuyn

Trong lc th trng in my ang gp kh khn, nhiu n v kinh doanh bt
buc phi thu hp h thng kinh doanh, ng ca chi nhnh gim chi ph
mt bng th hnh thc bn hng trc tuyn c quan tm v u t nhiu
hn.
Trong vng 1 n 2 nm tr li y, th trng in my Vit Nam c
online ha bng s ra mt loi hnh dch v mua sm trc tuyn. Bt kp nhu
5|Page

cu ca th trng, cc cng ty kinh doanh sn phm in my ln u pht

trin dch v bn hng trc tuyn trn website. Trong mt bi phng vn vi
InfoQ Vit Nam, anh N.V. ng qun l bn hng online ca Pico cho bit:
Pico ang chim khong th phn bn hng in my trc tuyn trn a bn
H Ni. Hn na khong 8% doanh s ton tp on Pico n t bn hng
online. Bn cnh cc trung tm in my ln, khch hng cng c th mua
hng qua cc website chuyn in my trc tuyn.

6|Page

MC TIU NGHIN CU
Nm c tnh hnh th trng in my trc tuyn
hin ti
Nhu cu s dng ca khch hng cng nh nh gi
ca ngi tiu dng v dch v :
Khch hng s dng : nh gi cht lng
dch v v nhu cu trong tng lai.
Khch hng cha s dng: Kh khn trong s
dng dch v v nhu cu trong tng lai.
nh gi tim nng ca th trng.

7|Page

BO CO CHI TIT
1. Hiu bit v hnh thc mua sm in my trc
tuyn v mc s dng
2. Nhu cu s dng v nh gi ca khch hng s
dng dch v
3. nh gi, cm nhn v hnh thc mua sm in
my trc tuyn v nh s dng dch v ca
khch hng cha s dng

8|Page

Hiu bit v hnh thc mua sm in my trc tuyn v mc

s dng
1. Hiu bit v hnh thc mua hng in my trc tuyn
Mc hiu bit kh cao: 79% ngi tiu dng tham gia nghin cu c hiu
bit v hnh thc mua hng in my trc tuyn, ch 2% l cha h nghe ni.

2%
19%
Cha h nghe ni
Ch nghe ni n nhng khng
hiu r lm
79%

C bit

Mc hiu bit - Khu vc

250
200
C bit
150
Ch nghe ni
n nhng khng hiu lm

100

Cha h
nghe ni

50
0
H Ni

9|Page

H Ch Minh

Mc hiu bit - Gii tnh

250

200

150

Cha h nghe ni

100

Ch nghe ni
nh khng hiu
C bit

50

0
N

Nam

Mc hiu bit - tui

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Cha h
nghe ni
Ch nghe ni nhng khng
hiu
C bit

20 - 30 tui

30 - 40 tui

40 - 50 tui

Kt qu kim nh Chi- Square cho P-value >0.05 nn kt qu so snh cho

ny ch c gi tr tham kho ch cha khng nh c hon ton mc
tng quan gia mc hiu bit v gii tnh, tui.
10 | P a g e

Mc hiu bit - Ngh nghip

Kim nh Chi- Square nhn c p-value= 0.003 <0.005 nn c th khng
nh c mi tng quan gia mc hiu bit v ngh nghip.
C th: Nhng ngi i lm l nhm c mc hiu bit v hnh thc mua
hng in my trc tuyn cao nht, ng th hai l Hc sinh/sinh vin, cui
cng l: Ni tr.

100%
90%
80%
70%
60%

Cha h
nghe ni

50%

Ch nghe ni
nhng khng hiu lm

40%

C bit

30%
20%
10%
0%
Hc sinh/sinh vin

11 | P a g e

Ni tr

Ngi i lm

2. Phng tin truyn thng

Theo kt qu iu tra, phn ln ngi tr li bit n hnh thc mua hng in
my trc tuyn t Qung co, banner trn website (31%), Mng x hi (21%).

Tham kho ngi quen

bit (gia nh, bn b, ng
nghip)

1%
4%

Qung co, banner trn website

12%
13%

S kin

Email

31%

21%

Mng x hi:
Facebook, Linkedin, G+
TV

Radio
11%

7%
Ngun khc

12 | P a g e

3. Nhn bit nhn hiu

Nhn hiu bn l in my c bit n nhiu nht l: Nguyn Kim
(15,17%), Th gii di ng (15,33%), Pico. Ngoi ra trang web chuyn bn
hng trc tuyn l: Lazada cng c nhiu ngi bit n vi t l 9,7%.

1%
Pico
12%

11%

Nguyn Kim

10%

Trn Anh

15%

Vit Long
HC
15%

9%
3%
4%
9%
2%

9%

Topcare
Media Mart
Best Carings
Thegioididong
www.lazada.com
www.dienmay.com
Trang khc

13 | P a g e

4. Tnh trng s dng

T l ngi tham gia kho st tng mua hng in my trc tuyn l kh
tim nng: 62%.

Ri

Cha

38%

62%

14 | P a g e

Tnh trng s dng - tui

100%
90%
80%
70%
60%
50%

Cha

40%

Ri

30%
20%
10%
0%
20 - 30 tui

30 - 40 tui

40 - 50 tui

Tnh trng s dng - Ngh nghip

100%
90%
80%
70%
60%
50%

Cha

40%

Ri

30%
20%
10%
0%
Hc sinh/sinh vin

Ni tr

Ngi i lm

Kim nh Chi- Square nhn c p value= 0,033< 0,05 nn c th khng nh

c mi tng quan gia tnh trng s dng v ngh nghip, Ngi i lm l nhm
c t l s dng ri cao nht.
15 | P a g e

Tnh trng s dng - Khu vc

100%
90%
80%
70%
60%
50%

Cha

40%

Ri

30%
20%
10%
0%
H Ni

H Ch Minh

Tnh trng s dng - Gii tnh

180
160

158

154

140
120

103

100

86

80
60
40
20
0
N

Nam
Ri

Cha

Nhn chung Nam c t l s dng nhiu hn N. Tuy nhin kt qu kim nh

Chi- Square cho P-value=0,265>0,05 nn kt qu so snh ch c gi tr tham
kho.
16 | P a g e

Nhu cu s dng v nh gi ca khch hng s dng

dch v
1. Mc s dng trong 12 thng qua
Kt qu kho st cho thy tn sut mua hng in my trc tuyn ch yu l
mc 1 n 3 ln trong vng 12 thng qua. Tuy vy mc 3 n 6 ln cng t
17%, mt tn hiu kh quan cho s pht trin trong tng lai.

1 n 3 ln

3 n 6 ln

Hn 6 ln

7%
17%

76%

17 | P a g e

Mc s dng tui
250

200

150
1 - 3 ln
3 - 6 ln

100

Hn 6 ln

50

0
20 - 30 tui

30 - 40 tui

40 - 50 tui

Kim nh Chi- Square cho p value= 0,030< 0,05 nn c th khng nh c

mi tng quan gia mc s dng v tui. Nhm tui 20 30 c s ln
mua hng in my trc tuyn nhiu nht.

Mc s dng Khu vc

100%
90%
80%
70%

Hn 6 ln

60%

3 - 6 ln

50%

1 - 3 ln

40%
30%
20%
10%
0%
H Ni

18 | P a g e

H Ch Minh

Mc s dng Ngh nghip

160
140
120
100
1 - 3 ln

80

3 - 6 ln
Hn 6 ln

60
40
20
0
Hc sinh/sinh vin

Ni tr

Ngi i lm

Kim nh Chi- Square cho p value= 0,018< 0,05 nn c th khng nh c

mi tng quan gia mc s dng v ngh nghip.

Mc s dng Gii tnh

100%
90%
80%
70%

Hn 6 ln

60%

3 n 6 ln

50%

1 n 3 ln

40%
30%
20%
10%
0%
Nam

19 | P a g e

2. Trung tm bn l in my mua
Kho st cho thy hai trung tm bn l in my trc tuyn c mua nhiu
nht vn l Thegioididong v Nguyn Kim, tip sau l Pico. Kt qu ny kh
ph hp vi kt qu v s nhn bit nhn hiu ca ngi tiu dng.

160
140
120
100
80
60
40
20
0

S ngi mua

20 | P a g e

Pico

Nguy
n Kim

Trn
Anh

Vit
Long

HC

104

137

68

17

www.
Best Thegi www.
TopC Media
dienm Trang
Carin oidido lazada
ay.co khc
are
Mart
gs
ng
.com
m
49

52

143

89

87

13

3. L do chn hnh thc mua hng in my trc tuyn

L do ln nht khin khch hng la chn mua hng trc tuyn l: Tit kim
thi gian v cng i li.
300
250
200
150
100
50
0
Tit kim thi
gian

Gi r hn

Tit kim cng i C nhiu s la

li
chn v sn phm
hn

4. Hnh thc mua hng

Hnh thc khc 1

t hng trc tip trn website

Chat bng Yahoo/Skype vi k thut vin t

hng

Gi email t hng

Gi in n t hng

21 | P a g e

228

67

92

199

L do khc

5. Sn phm mua trc tuyn

Sn phm Vin thng (182) l sn phm c mua trc tuyn nhiu nht,
trong ch yu l in thoi di ng. Tip sau l Gia dng (138) v
Thit b tin hc (119).

200

180

160

140

120

100

80

60

40

20

S lng

22 | P a g e

Gia dng

in lnh

138

93

Vin
thng
182

K thut
s
86

m thanh

in t

44

87

Thit b
tin hc
119

6. Thng hiu mua trc tuyn

Thng hiu c mua trc tuyn nhiu nht l Sony (105), ng th hai l
Samsung vi 72. Hai thng hiu ny c lng mua cao hn hn so vi
nhng thng hiu cn li.

Khc
Philips
Asus
HP
Acer
Apple
Lenovo
Canon
S lng

Sanyo
LG
Dell
Panasonic
Nokia
Toshiba
Samsung
Sony
0

23 | P a g e

20

40

60

80

100

120

7. Hon cnh mua trc tuyn

250

200

150

100

50

0
Ti mua li
hng m ti
tng s
dng
Series 1

24 | P a g e

72

Ti mua hng
m ngi
quen tng
s dng v
gii thiu
119

Ti mua sn
phm mi
hon ton

Ti mua
lm qu tng

Khc

219

56

8. nh gi dch v i km bn hng
Kt qu kho st cho thy phn ln ngi s dng nh gi cc dch v i
km bn hng kh tt, mc hi lng kh cao.

160
140
120
100
Rt hi lng
80

Hi lng
Bnh thng

60

Khng hi lng
Rt khng hi lng

40
20
0
Dch v
chuyn pht

25 | P a g e

Dch v lp
t

Dch v bo
hnh

Gii quyt
phn nn,
khiu ni

Dch v t vn
mua
hng, t vn
k thut

9. Yu t khc nh hng n quyt nh mua hng

trc tuyn

Yu t nh hng n quyt nh mua

hng

T l %
S lng

Gi

82

Ch ng & tit kim thi gian, khi cn gp

Cht lng sn phm

45
30

Tit kim chi ph & cng i li

29

29,1%
16%
10,6%
10,3%
8,5%

D dng chn v so snh cc mt hng

24
4,6%

Hnh nh v thng tin chi tit sn phm

13
4,25%

tin cy ca thng hiu v nh phn phi

12
4,25%

Bn b, ngi thn gii thiu

12
3,5%

D ch v t vn v CSKH

10
2,5%

Cht lng & iu kin bo hnh

Khuyn mi
Hnh thc thanh ton

7
7
6

Mua trc tuyn khng th dng th v test sn

phm

Tng

282

26 | P a g e

2,5%
2,1%
1,8%

100%

10. Mc tin li trong quy trnh mua hng

350

300

250

200

150
Kh khn
Bnh thng
100

D dng

50

0
Tra cu thng Xem xt v Quy trnh thanh
tin sn phm nh gi cc
ton
trn web bn sn phm/dch
hng
v mt cch
khng trc
tip(trn
internet)

27 | P a g e

ng k thng Qu trnh vn
tin khch hng chuyn hng:
trn website
thi gian
hoc t hng
chuyn
qua in
hng, ph vn
thoi, chat
chuyn
Yahoo/Skype

Bo hnh

11. nh tip tc mua hng trc tuyn

Kho st cho thy tim nng tng trng ca hnh thc mua hng in my
trc tuyn l kh cao: 68,91% ngi s dng cho bit s tip tc mua trc
tuyn, 30,77%: C th.

Khng
0, 32%
C th
30,77%

C
68,91%

28 | P a g e

nh gi, cm nhn v hnh thc mua sm in my trc

tuyn v nh s dng dch v ca khch hng cha s
dng
1. Nhu cu mua sm in my trong tng lai

Khng

8%

92%

29 | P a g e

2. nh mua hng trc tuyn

32%

C
68%

Khng

3. L do khng la chn hnh thc mua hng in my

trc tuyn
L do ln nht khin nhiu khch hng cha la chn mua hng in my trc
tuyn l do cn thiu tin tng vo vic mua bn trc tuyn v thy cn thit
phi n xem trc tip v th sn phm.
70
60
50
40
30
20
10
0
Khng tin
tng vo
hnh thc
mua hng
trc tuyn
ni chung

30 | P a g e

Khng c
thng tin

in my Khng thanh Kh khn

Ca hng L do khc:
th phi mua ton c trong vic quen khng
trc tip
online
vn chuyn cung cp
sn phm dch v mua
sm trc
tuyn

4. Yu t nh hng n vic chn mua hng trc tuyn

160

140

120

100

80

60

40

20

0
Sn phm xut
t kho, khng
phi hng by
quy

Gi trn web r
hn gi bn
ngoi ca hng

Chng trnh
khuyn mi ch
dnh ring cho
mua online

Khng quan tm/ Khng nh hng g

31 | P a g e

a im ca
Cng ty kinh
hng xa, khng doanh in my
tin i li
c uy tn

Khng quan trng lm/S xem xt

Tit kim thi

gian t hng
v nhn hng

Chc chn s chn

ng dng da trn kt qu nghin cu

20 - 30 tui
30 - 40 tui

Nam tim nng

hn n
Mua hng trc
tuyn bng
cch:
t hng trc
tip trn website
Gi in n t
hng

Sn phm:
Vin thng(in thoi
di ng); gia dng

Thng hiu:
Sony, Samsung

32 | P a g e

Ngh nghip:

Ngi i lm
Khch hng tim
nng
ca in my trc
tuyn?

Lm vic trn
my vi
tnh, internet
thng xuyn

Cp nht thng
tin t:
Qung
co, banner trn
website
Mng x hi

Gi r hn
Chng trnh
khuyn mi ch
ring cho mua
online

Ch ng v tit
kim thi gian
Tit kim cng i
li

33 | P a g e

Kh khn vi:
Qu trnh vn
chuyn hng
Bo hnh

Yu t nh
hng n
vic mua
hng in
my trc
tuyn

D quyt nh
mua khi:
Cng ty kinh
doanh in my c
uy tn

V InfoQ

Lin h

InfoQ VN l mt trong nhng

website hng u Vit Nam
v kho st th trng trc
tuyn.

a ch: 118 Nguyn Ngc

Ni, Thanh Xun, H Ni
in thoi: (04) 35668180
Hotline: 01656 107 707
Email:
infoq@runsystem.net;
quynhdtx@runsystem.net
Website: http://infoq.vn/

Chng ti vinh d c tip

nhn nng lc qun l v h
thng k thut tin tin t Tp
on GMO Internet Nht
Bn, ng thi c nhng ci
tin vt tri ph hp vi
th trng Vit Nam.

34 | P a g e