Domestic Vietnam brand popularity

Asia Plus Inc.

 Overview

Although foreign brands in Vietnam are

starting to become popular, domestic
brands still have a strong presence in the
market.

This report clarifies what types of

domestic brands are known as well as its
associated images
 Respondent profile- Fashion Spenders

700,001 - 1,000,001 - More than

Less than 100,001 - 300,001 - 500,001 -
1,000,000 2,000,000 2,000,000
100,000 VND 300,000 VND 500,000 VND 700,000 VND
VND VND VND
Total 10% 23% 25% 18% 12% 8% 5%
Male 14% 21% 29% 15% 11% 7% 3%
Female 5% 24% 22% 20% 13% 10% 6%
18-24 15% 26% 26% 14% 10% 5% 4%

25-39 5% 20% 24% 21% 14% 11% 5%

58% of the respondents pay less than 500,000 VND

How much do you spend for fashion monthly? N-323
 Respondent profile- Interest in Fashion
2% 3% 2% 4% 1%
3% 3% 2% 2% 3%

26% 28%
29% 30%
32%

43% 43%
41% 38%
38%

25% 23% 27% 26% 24%

Total Male Female 18-24 25-39

Very high High Average Low Very low

Interest in Fashion is highest among females

How much do you pay attention to fashion brand? N=323
 Opinions to Domestic brands

Material 11% 69% 11% 1% 8%

Pricing 14% 68% 10% 1% 7%

Design 11% 71% 11% 1% 6%

Quality 15% 72% 6% 1%6%

Very good Good Not good Bad I do not know

The overall opinion to domestic brands is rather positive

How do you feel about the local Vietnamese fashion brand? – Quality, Design, Pricing, Material N=323
Overview of Domestic Fashion Brands by Physical Store amounts

Establis HCMC HANOI Other

Brand Name Total Stores
hed store Store Store

The Blue Exchange 2001 55 14 203 272

Canifa 1997 8 33 56 97

Hoang Phuc International 1990 32 25 24 81

Ninomaxx 1998 20 5 33 58

Elise 2011 9 12 27 48

Lime Orange 2009 20 0 24 44

NEM 2002 6 15 23 44

IVY Moda 2005 5 16 21 42

YaMe Shop 2009 10 0 14 24

Viettien 1991 12 6 2 20
 Brand Recognition - Total
7%
28% 29%
38% 42% 44% 49% 53% 55% 61%

93%
72% 71%
62% 58% 56% 51% 47% 45% 39%

Viet Tien is most recognized followed by Blue Exchange and NEM

Please choose the brands that you could recognize N=323

 Brand Recognition – by demographics
Canifa IVY Moda Eliza NEM

81% 83%
81%
77% 76%
74%
71% Total
68%
66% 64% 65%
61% 62% 62% 61% Male
59% 57% 59%
56%
Female
50% 50% 51%
48%
44% 46% 46% 18-24
25-39
34%
32% HCM
Hanoi

Brand recognition is generally high among female and in proportion to the

number of stores by locations
Please choose the brands that you could recognize N=323
 Brand Recognition – by demographics
Ninomaxx Blue Exchange YaMe Shop Viet Tien
99% 99%

84% 85% 97%

83%

74%
69% 72% 94%
68% 68% 93% Total

59% Male
58% 58%
55%
53% Female
45% 47% 18-24
45%
40% 41%
39% 25-39
37%
87% 87%
HCM
22% Hanoi

Brand recognition is generally high among female and in proportion to the

number of stores by locations
Please choose the brands that you could recognize N=323
Major brand image comparison (1/2)
Canifa IVY Moda
Trendy Trendy
30% 30%
25% 25%
For adult 20% Good quality For adult 20% Good quality
15% 15%
10% 10%
5% 5%
0% 0%
For youth Luxury For youth Luxury

Good pricing Proud to have Good pricing Proud to have

Average Canifa Average IVY moda

Elise NEM
Trendy Trendy
35% 40%
30%
25% 30%
For adult 20% Good quality For adult Good quality
20%
15%
10% 10%
5%
0% 0%
For youth Luxury For youth Luxury

Good pricing Proud to have Good pricing Proud to have

Average Elise Average NEM

Major brand image comparison (2/2)
Ninomaxx Blue Exchange
Trendy Trendy
25% 35%
20% 30%
25%
For adult 15% Good quality For adult 20% Good quality
10% 15%
10%
5% 5%
0% 0%
For youth Luxury For youth Luxury

Good pricing Proud to have Good pricing Proud to have

Average Ninomaxx Average Blue Exchange

YaMe shop Viet Tien

Trendy Trendy
25% 60%
20% 50%
For adult 15% Good quality For adult 40% Good quality
30%
10% 20%
5% 10%
0% 0%
For youth Luxury For youth Luxury

Good pricing Proud to have Good pricing Proud to have

Average YaMe shop Average Việt Tiến

 Shops associated with images (1/2)
Trendy Good quality Luxury Proud to have
Total 38% 55% 38% 33%

Male 39% 55% 41% 35%

Female 44% 54% 46% 40%

18-24 54% 37% 32%

34%

25-39 47% 55% 47% 42%

HCM 40% 59% 37% 42%

Hanoi 53% 53% 58% 33%

High spender 44% 48% 43% 41%

Low spender 35% 60% 37% 34%

 Shops associated with images (2/2)
Good Pricing For Youth For Adult
Total 46% 35% 58%

Male 45% 28% 55%

Female 46% 42% 60%

18-24 42% 35% 52%

25-39 49% 44% 63%

57%
HCM 45% 46%

Hanoi 46% 47% 58%

High spender 48% 39% 62%

Low spender 44% 32% 55%

 Respondent profile (N=323)

Gender Age City

HCM, 30%

Male, 47% Other, 44%

18-24, 47%
Female, 53% 25-39, 53%

Hanoi, 26%
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Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 200,000 members as of May, 2017

Age Gender City

31%

22% 19%

18%
44% 47%
14%
18%
56%

7% 6%
3% 3%
0%
1% 1%
3% 3% 4%

Male Female HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 200,000 members as of May, 2017

Married Status Household income Smartphone ownership

Do not own 18%

Others, <40M 4%
3% Others 15%
30-40M 3%

Sony 6%
20M-30M 5%
Married
, 25% 15 - 20M VND 9% Asus 8%

10 - 15M VND 15% LG 8%

Single, 7.5 - 10M VND 14% Nokia 18%

72%
5 - 7.5M VND 24% Samsung 25%

< 5M VND 26% Apple 27%

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