UNDERSTANDING

HENRY’S
BEHAVIOR IN
VIETNAM
LECTURER: NGUYEN DINH CUONG
 Trần Ngọc Minh
WE ARE Văn Trọng Tấn
Nguyễn Đức Bình
GEN Z Đinh Nguyễn Thoại Phương
Lê Thị Hoài Trang
Nguyễn Thành Huy Bảo
Nguyễn Lê Như
 CONTENTS

1 IDENTIFICATION
2 CHARACTERISTICS

3 CONSUMER TRENDS
4 PROPOSING AN
APPROACH
1 IDENTIFICATION
 High earners, not rich yet (HENRYs) are individuals who
currently have significant discretionary income and a strong
chance of being wealthy in the future. The term HENRYs was
coined in a 2003 Fortune Magazine article to refer to a segment
of families earning between $250,000 and $500,000, but not
having much left after taxes, schooling, housing, and family
costs not to mention saving for an affluent retirement.

 Between 2012 and 2017, this segment of the population grew by

26%, meaning that roughly 36 million households fall into this
category.

 The original article in which the "high earners, not rich yet
(HENRYs)" term appeared discussed the alternative minimum
tax (AMT) and how hard it hits this group of people.
Understanding High Earners,
Not Rich Yet (HENRYs)

 Many professionals, including lawyers,

doctors, dentists, and so on, have the
potential to be HENRYs due to the income
range for their professions

 HENRYs are trendsetters; their purchases

and lifestyle choices will see less-wealthy
millennials reaching for the same products
as they aspire to move up the financial
ladder.
 Finance
The habits of using finance such
as saving money to buy houses,
cars, or make a bank account
for saving money could be seen
on HENRYs
Awareness
They want to spend money on
brand clothes with low paying.
With high income but the HENRYs
don't want to pay too much money
just because of the famous brand.
Manners and Attitude
According to surveys,
10% - 15% of Vietnamese people
belonging to the HENRYs group -
high income but not rich yet.
 Health Enviroment
They spend much of They love nature, and like
their time and money taking part in and supporting
investing in health. products and services that
contribute to protect the
living environment
Knowledge Society
They always got new thoughts, Henrysunderstand clearlyabout
cultivation and experience that relationships
help they collect more knowledge.
 3 CONSUMER TRENDS
 This luxury consumer group is digital savvy, love
online shopping, and are big spenders.

 According to Deloitte’s report, a typically millennial

'Henry' Y consumer household will spend some
US$86,000 per year on luxury goods.

 'Henrys' are heavily influenced by modern

technology and are likely to dedicate time to
researching products and experiences online
before making a purchase.

 This group's purchasing decisions are heavily

influenced by ethical issues, such as the
environment, animal welfare, sustainability, and
production and labour practices.
 4 PROPOSING AN APPROACH
IMAGE
 In particularly, The HENRYs are the
independent earners. So they often
use their money wisely. Some
researchers have found that the
HENRYs usually invest money in a flat
to gain the long-term value.
 Catching up the trend, Novaland often
pay a bunch of money to release their
new lookbook. This will show their
customer a new lifestyle that more
exciting than before.
LOCATION
Almost all of the wealthy Vietnamese love stay in the
apartment, and Novaland clearly understand about that.
They provide the top-notch flat in the centre of urban
area, such as:
 Sunrise Riverside Saigon
 Botanica Premier
 The Park Avenue
 Victoria Village
 Sunrise City
With the marketing concept concentrates on the medium
and high income, Novaland has became the desire
standard of many people. HENRYs is not an exception.
INFLUENCER MARKETING
Influencer marketing have a good result in
many career, includes estate. When the
famous people buy the flat in Novaland, this
could also bring them several other value.
Influencer play an important role in people
decision.

Novaland, they talk to customer they have:

01 5 star to facilities 02 Prime location 03 Transparent legal

Novaland targets high-income customers

and ensure a comfortable life with world-
class facilities and equipment.
THANK YOU FOR
LISTENING