Xu hướng thị trường người tiêu dùng Việt Nam 2019

Q&Me is online market research provided by Asia Plus Inc.
Vietnam consumer trend 2019
Asia Plus Inc.

Foreword
Vietnam is one of the world’s top economic
performers when registering a 7% annual GDP
growth rate in 2018.
With the country’s macroeconomic stability, fast
growing domestic consumer demand, competitive
labor cost together with strengthening external
trades, Vietnam will remain an attractive
destination for businesses.
This report explores Vietnam’s latest consumer
trends in important sectors which will continue to
be a driving force of Vietnam moving forward. It
will also highlight some business opportunities and
challenges companies might face when doing
business in Vietnam.

Table of contents
1. Economic landscape
2. Retail market overview
3. Vietnamese online shopping trend
4. Popular media and information source
5. Investment in education
6. Increasing demand of travelling
7. Key technology adoption in Vietnam
P.4
P.15
P.25
P.34
P.48
P.60
P.66

93.4 94.4 95.4
97 97.9
75
80
85
90
95
100
2015 2016 2017 2018 2019 (May)
Vietnam population over the years
Population
Vietnam population reaches 97.9 million in May 2019, making it the 14th most
populated country in the world.
Sources: General Statistics Office of Vietnam
(million)
Area:
310.060 km2
Urban citizens
34.6 million - 36%
(2018)
Population:
97.9 million (May 2019)
Employed population:
53.9 million (2018)
1.1%
1.1%
1.6%
1.0%

Vietnam population is aging. In 2019, the ratio of elderly people (65+) is
estimated to reach 12%.
Aging population
2019 (April)
Population: 97,270,778
2029F
Population: 104,648,343
Sources: Populationpyramid.net / General Statistics Office of Vietnam

Labor force & employment
Vietnamese labor force continues to rise. In the first quarter of 2019, there’re
over 55 million labors with the unemployment rate of 3.1%.
50,393
51,398
52,348
53,246
53,748
53,984
54,445
54,824
55,324 55,431
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
(1st
quarter)
Laborers aged 15 and above
(2010-2019)
2.9%
2.1%
2.3% 2.3% 2.2% 2.2%
4.3%
3.4% 3.4% 3.2% 3.2% 3.1%
2.3%
1.5%
1.8% 1.8% 1.8% 1.7%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
2010 2014 2015 2016 2017 2019 (1st
quarter)
Unemployment rate
Total Urban Rural
(Thousand persons)

5.4%
6.4%
6.2%
5.3% 5.4%
6.0%
6.9%
6.2%
6.8%
7.1%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Vietnam GDP growth rate (2009-2018)
GDP growth
Vietnam’s GDP growth rate hit 7.1% in 2018, a 3 years of increase in a row.
GDP per capita is on steady growth since 2009, reaching over $2,300 in 2017.
1,064
1,273
1,517
1,748
1,907
2,052 2,109
2,215
2,385
2,546
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
GDP per capita (2009-2017)
(USD/person/year)

7.3%
7.1%
6.6%
6.2% 6.2%
5.2%
4.8%
3.7%
2.7%
7.1%
6.8% 6.9%
6.7% 6.8%
5.1%
5.9%
3.9%
2.6%
Cambodia Vietnam Laos Philippines Myanmar Indonesia Malaysia Thailand Singapore
2018
2017
Vietnam in Asia (1) - GDP growth
Vietnam boasts of one of the highest GDP growth rates in SEA.
Sources: World Bank

Vietnam in Asia (2) - GDP per capita
In 2018, Vietnam recorded a GDP per capita of $2,546.
Sources: World Bank
61,767
33,233
11,237
6,992
4,052 3,095 2,706 2,546 1,499 1,338
Singapore Brunei Malaysia Thailand Indonesia Philippines Laos Vietnam Cambodia Myanmar
(USD)

GDP contribution
Services sector contributes the most to Vietnam’s GDP, accounting for 41% in 2017.
15%
33%41%
10%
Contribution to GDP (2017)
Agriculture, Forestry and Fishing
Industry and Construction
Services
Tax less subsidies on production
Top export sectors USD Billion %
Telephones & spare parts 45.3 20.7%
Textiles & garments 26.0 11.9%
Computers, electronics & spare parts 25.9 11.8%
Foot ware 14.7 6.7%
Machinery & spare parts 12.8 5.8%
Seafood 8.3 3.8%
Wood & wooden products 7.7 3.5%
Means of transports & equipment 7.0 3.2%
Top export sectors (2017)

Foreign direct investment
Vietnam has received investments from foreign partners, mostly Japan and
South Korea to key sectors like processing/ production, utilities & real estate.
21.6
20.2
22.8
24.4
35.9
2013 2014 2015 2016 2017
Registered FDI (2013-2017)
(Billion USD)
44%
23%
9%
7%
17%
Key FDI sectors (2017)
Processing and production
Utilities
Real estate
Retail and wholesale
Others
25%
24%
15%
6%
30%
Sources of FDI (2017)
Japan
South Korea
Singapore
China
Others
Sources: Ministry of Planning

Inflation & Minimum wages
Inflation had been curved down, staying at 3.5% in 2017. Minimum wage in
region I cities is 4,180,000 VND in 2019.
3,980,000
3,530,000
3,090,000
2,760,000
4,180,000
3,710,000
3,250,000
2,920,000
0
1,000,000
2,000,000
3,000,000
4,000,000
Region I Region II Region III Region IV
Minimum wages in 2018 and 2019
2018 2019
Sources: General Statistics Office of Vietnam (2019, 2018); Ministry of Labor, War Invalids, & Social Affairs
6.9%
9.2%
18.6%
9.2%
6.6%
4.1%
0.6%
2.7%
3.5%
2009 2010 2011 2012 2013 2014 2015 2016 2017
Inflation (2009-2017)
(*Details in the Decree 157/2018-ND-CP & Decree 141/2017/ND-CP)

Acceleration of middle class
Middle and affluent class (MAC) is expected to
increase in share from 13% to 26% in 2026.
13%
2018
26%
2026 (est.)
Sources: World Bank (2019)

Key takeaways
142
2018
18
0
2020
Continuing growth
Retail market is expected to reach $180
billion in revenues in 2020.
(billion USD)
HCMC & Hanoi leading the growth
HCMC and Hanoi alone account for 1/3 of
total retail revenues.
22%
11%
67%
Retail revenues by region
HCMC
Hanoi
Other cities
Strong MT increase in second cities
MT stores are growing faster in other cities
than in HCMC and Hanoi.
HCM/
Hanoi
Other cities
Supermarket 10% 23%
Department
Store
11% 34%
Growth rate of 2019 over 2018
33%
51%
70%
67%
49%
30%
Supermarket CVS Department store
Vingroup shares
Vingroup is expanding fast in MT
Vingroup is expanding fast, taking up 70%
shares in department stores.
37.4%
24.2%
15.8%
10.5% 10.3% 7.1% 6.6% 5.5%
CAGR of CVS retail sales
for 2017-2021 period
CVS in the increase
CVS number will continue to grow. CVS sales
are projected to grow 37.4% CAGR until 2021.
2.97 4.07 5
6.2
10
2014 2015 2016 2017 2020 (est.)
Online retailing B2C revenue
(2014-2020)
Booming E-commerce
Online B2C retailing is to reach $10 billion in
2020. Spending per online shopper is rising.
(billion USD)

85
94
103
115
126
142
2013 2014 2015 2016 2017 2018
Retail market growth in Vietnam
Retail revenue reached $142 billion in 2018 - the
highest ever recorded and expected to reach $180
billion in 2020.
Vietnam’s retail revenue and growth rates
(2013-2018, billion USD)

HCMC & HN leading the growth
HCMC and Hanoi alone account for 1/3 of total
revenue sales (HCMC’s is double that of Hanoi).
22%
11%
4%
4%
2%
57%
Retail revenues by region
HCMC Hanoi Dong Nai
Binh Duong Hai Phong Other cities/ provinces
Sources: Deloitte (2019)

Retail trend 1 - MT increase in 2nd cities
The modern trade increases more outstanding in
second cities.
121 136 150
108
131
161
2017 2018 2019
Supermarket
HCM / HN Other cities
37 37 41
22
41
55
2017 2018 2019
Department store
HCM / HN Other cities
Modern trade increase in Vietnam

Vingroup leads modern trade increase, with dominant
share in department, CVS and supermarket.
Supermarket
51%
49%
Vingroup share in CVS
Others
Convenience store Department store
CVS = Vingroup + Shop&Go
33%
67%
Vingroup share in
supermarket
Others
70%
30%
Vingroup share in
department store
Others
Retail trend 2 - Dominance of Vingroup

Target stores of main convenience store brands
Retail trend 3 - CVS on the increase
Vietnam is expected to outgrow its neighbors in CVS retail sales.
37.4%
24.2%
15.8%
10.5% 10.3%
7.1% 6.6% 5.5%
CAGR of CVS retail sales
for 2017-2021 period
Brand Target Current
store #
7-eleven 1,000 stores in 2027 27
B's mart 3,000 stores in 2027 125
Familymart 1,000 stores in 2020 151
GS25 2,500 stores in 2028 32
Ministop 800 stores in 2018 115
Vinmart+ 4,000 stores in 2020 1,465
Sources: IGD Research

Retail trend 4 - Severe competition and market exit
Despite of the strong MT increase, the competition is getting more severe.
Several M&A as well as exits from the market
Despite of market entry in 2015, decided to
sell 18 stores in 2019 to exit from the market
Once under the group of Aeon, now Fivimart
was acquired by Vingroup
Shop&Go operations are taken over by
Vingroup in 2019
Vien Thong A, electric chain established in
1997, was acquired by VinGroup in 2018

Motivations to use MT / GT
Product quality
56%
Competitive price
69%
Transparent country origin
54%
Easy to order/buy
68%
Diverse products
52%
Diverse products
58%
Store's credibility
49%
Store's credibility
35%
Competitive price
49%
Product quality
35%
GT channel
No.1
No.2
No.3
No.4
No.5
MT channel
MT channel is chosen for product quality while competitive
price is the biggest motivation for shopping at GT stores.
Source: Q&Me

Retail 4.0 activities in Vietnam
Scan and Go at Vinmart
Vinmart virtual store Vinmart’s virtual shopping catalogue
Download VinID app Scan QR codes of products Pay Receive products
Technology has been employed in retail to provide
customers with new shopping experiences. Vingroup
is the most active.

Vietnamese online shopping trend

Key takeaways
Online shopping popularity
Up to 80% have shopped online.
Popular products Popular EC sites for online shopping
80%
20%
Fashion
78%
IT
50%
Cosmetics
44%
70%
58%
75%No.1
No.2
No.3
Online shopping frequency
17% 30% 18% 35%
Weekly and more
Once - A few times / month
Once / several months
Never / Rarely
17% shop weekly, 30% buy monthly.
30%
39%
10%
21% <=300,000
300,001-700,000
700,001-1,000,000
>1,000,000
Monthly spending for online shopping
Nearly 70% spend less than 700K
Payment methods in online shopping
80%
20%
Cash on
delivery
Others
Cash is still dominant method.

2.97
4.07
5
6.2
10
2.1%
2.8% 3.0%
3.6%
5.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
0
2
4
6
8
10
12
2014 2015 2016 2017 2020 (est.)
Online retailing B2C revenue
(2014-2020)
B2C revenue % of total retail sales
2.8%
3.0%
3.6%
5.0%
2015 2016 2017 2018
Online shopping market in Vietnam
Average annual spending of one online shopper
(2014-2018)
$160
E-commerce’s growth is projected to continue in the following years. Between
2015-2018, annual spending of one online shopper almost doubled.
$170
$186
$350
Sources: Vietnam eCommerce and Digital Economy Agency
(Billion USD)

Online shopping usage
80% said to have shopped online before.
80%
20%
Yes No
Source: Q&Me (2018)

Reasons for online shopping
Pricing / promotions are the key factors, as well as the convenience
Source: Q&Me (2019)
55%
55%
50%
48%
44%
43%
42%
38%
33%
32%
29%
21%
Competitive price
Attractive promotions/ discounts
Easy for ordering/ booking
Diversified products
Fast delivery speed
Product quality
Store's credibility
Diversified payment methods
Good customer service
Flexible return policy
WOM
Easy to ask PG/ call center

1. Fashion (73%) 2. IT/Mobile phones (36%) 3. Cosmetics (33%)69%88% 68%30% 19%73%
35%50% 31%52% 28%44%
Popular online shopping items
Source: Q&Me (2018)

Popular EC sites for shopping
Shopee, Lazada and Tiki are the 3 most popular EC sites. Facebook comes at 4th.
75%
70%
58%
54%
44%
25%
22% 22% 21%
18%
35%
20%
17%
14%
5%
2% 1% 2% 1%
Shopee Lazada Tiki Facebook Sendo A day roi The gioi di
dong
Cho Tot HotDeal Zalo
Have used Use most
Q. Q&Me (2018)

Online shopping frequency & Spending
17% shop weekly, 30% buy monthly. Nearly 70% spend less than 700K a month for
online shopping.
17%
30%
18%
35%
Online shopping frequency
Weekly and more Once - A few times / month
Once / several months Never / Rarely
30%
39%
10%
21%
Average monthly spending for online
shopping
<=300,000 300,001-700,000 700,001-1,000,000 >1,000,000
Q. Q&Me (2018)

Payment in online shopping
COD is still the dominant method.
80%
20%
Cash on delivery Others
Source: Q&Me (2018)

Popular medias and information sources

Key takeaways (1)
Increased time spent on Internet
Time spent on Internet increased significantly,
especially on mobile.
Smartphone used most to access
Internet
Family & friends are trusted most
Facebook is the most used SNS Social media motivations Popular contents
Videos are the most liked content to follow on
social media, followed by celebrity contents.
134 118
103 166
147
114
2016 2019
Media consumption of
Vietnamese
Other media
Internet Mobile
Internet PC
92%
66%
40% 37%
79%
9% 6% 2%
Smartphone Note PC Desktop PC Tablet
Used devices Device used most
Almost 80% access Internet most often
through their smartphone(s).
Friends 63%
No.1
TV programs 39%
91%
90%
95%No.1
No.2
No.3
No.1
Catch up with friends/ family
No.2
Get news
No.3
Read entertainment news
No.4
Meet new friends
49%
44% 44%
40%
34%
Contents
with video
Contents
with
celebrity
Contents
with Game
Contents
with Q&A
Contents
with
infographics
Family 65%
No.2
No.3

Key takeaways (2)
64%
36%
Ad clicking in last 7 days
49%51%
Made purchase after clicking ads
Internet ads effectiveness
64% have clicked on ads in last 7 days and 49% have made
purchases after clicking on ads
Popular ad posts
1. Attractive promotions (58%) 2. Products match my interest (58%)
3. Impressive (57%) 4. Fun (51%)
53%
42%
20% 20% 19%
Facebook Youtube On mobile applications Internet sites Social media other than
Facebook
Popular ad channels
Facebook and YouTube are the channels where people are most likely to click on ads

Changes in daily media consumption (by minute)
People spend much more time for Internet, especially on mobile phone, in 2019 compare
to 2016.
Source: Q&Me (2019)
TV, 91
Internet
(PC), 134
Internet
(Mobile),
103
Others, 56
2016
Total
384 mins
TV, 81
Internet
(PC), 118
Internet
(Mobile),
166
Others, 33
2019
Total
398 mins

Changes in access devices
92% used smartphone to access internet in 2019 compare with 77% of 2016.
77%
50%
33%
26%
64%
13%
8% 6%
2016
92%
66%
40%
37%
79%
9% 6%
2%
2019
Source: Q&Me (2019)

Trusted information sources
Friends 63% TV Program 39%Family 65%
Internet Ad 21%Youtube 25%TVCF 40%
Source: Q&Me (2019)

Social network - Popular services
Facebook (including Messenger) and Zalo are two most popular messaging
apps.
Source: Q&Me (2019)
95%
91% 90%
39%
35%
32%
26%
21%
15% 14% 14%
11%
Facebook Facebook
Messenger
Zalo Instagram Skype Zing Me Viber Twitter Line LinkedIn WhatsApp SnapChat

Social network - Motivations to use
Social network services works as the information hub to communicate with friends /
families, as well as receiving information / news.
76%
48%
39%
30%
26%
13%
11%
9%
7%
7%
3%
1%
Catch up with family and friends
Get news and information about events
Read entertainment news
Meet new friends
Share photos and videos
Play games
Follow brands or business
Follow celebrities
Find dates
Provide reviews or opinions
Co-ordinate events
Others
Source: Q&Me (2019)

17% 21% 20% 17%
9%
20%
19% 19%
17%
12%
31%
29%
27%
26%
30%
18%
21%
20%
21%
22%
15% 10% 15% 19%
27%
Contents with
video
Contents with
celebrity
Contents with
Game
Contents with
Q&A
Contents with
infographics
2016
Like it very much Like it So so Dislike Dislike very much
Social network – Popular contents
People tend to like video contents on Facebook a lot more in 2019. On the other hand,
they are also attracted by contents with celebrities in 2016.
19% 17% 16% 14% 10%
30%
27% 28%
26%
24%
32% 37%
32% 38%
39%
10% 11%
13% 12%
15%
9% 7% 11% 9% 12%
Contents with
video
Contents with
celebrity
Contents with
Game
Contents with
Q&A
Contents with
infographics
2019
Like it very much Like it So so Dislike Dislike very much
Source: Q&Me (2019)

Most-followed celebrities on Facebook
Tran Thanh
10 993 053 followers
MC/Comedian
Tran Khoi My
Singer/Actress
Dong Nhi
8 225 922 followers
Singer/Musician
Son Tung MTP
Singer/Actor
Ho Quang Hieu
8 434 729 followers
Singer
Kelvin Khánh
6 103 529 followers
Singer
Chi Pu
8 023 573 followers
Model/Singer
Minh Hang
7 731 162 followers
Singer/Actress
Hariwon
6 290 486 followers
Singer/Actress
Vo Hoai Linh
Comedian/Actor
Source: https://www.socialbakers.com (May 2019)

Popular celebrities on Facebook
Ly Hai Minh Ha
5 838 763 followers
Singer/Actor
Bao Thy
5 544 473 followers
Singer
Ngan Khanh
4 587 229 followers
Singer
Nhat Kim Anh
5 212 951 followers
Singer
Nabi Nha Phuong
5 037 965 followers
Actress
Khac Viet Singer
3 649 705 followers
Singer/Musician
Ho Ngoc Ha
4 427 913 followers
Singer
Le Thi Huyen Anh
4 216 594 followers
Model
Tuan Hung
4 143 640 followers
Singer
Thuy Tien
5 457 607 followers
Singer
Source: https://www.socialbakers.com (May 2019)

64%
49%
36%
51%
Those who clicks ad (in last 7 days) Those who have purchased
products from ads
Social network - Ad effectiveness
64% have clicked on ads in the last 7 days. 49%
have made a purchase at least once before.
Source: Q&Me (2019)

Social network - Popular ad posts
Attractive ads have either ‘Good promotions’; ‘Products match audiences’ interest’ or
‘Impressiveness’.
26% 26% 25%
20% 18% 17% 16%
10% 7% 7% 5%
32% 33% 32%
31%
26% 27%
21%
19%
16% 18%
11%
25% 25% 28%
31%
34% 35%
38%
43%
33%
36%
29%
9% 8% 7% 10%
11% 12%
15%
16%
20%
21%
21%
7% 7% 7% 8% 11% 9% 10% 12%
24%
18%
34%
Good
promotions /
discounts
Products /
services
match my
interest
Impressive Fun Ads with good
sound
Ads of the
famous brand
Ads with
celebrities
Ads with big Ads that I had
previously
looked /
browsed at
other sites
Video ads Ads that are
repeated
often
Highly likely to click Likely to click So so Unlikely to click Very unlikely to click
Source: Q&Me (2019)

Social network - Popular ad channels
49%
31%
17% 18%
16%
18%
4%
11%
53%
42%
20% 20% 19% 18%
15%
1%
11%
Facebook Youtube On mobile
applications
Internet sites Social media
other than
Facebook
Video sites other
than YouTube
Facebook
Messenger
Others Do not click on
any ads
2016
2019
Ads on Facebook and YouTube are most likely to be clicked/viewed. The likeliness to
click the ads of YouTube in 2019 is higher than 2016.
Source: Q&Me (2019)

Key takeaways
Rising demand of studying abroad
The number of students studying abroad has
been on increase.
Top destination countries Studying abroad funding sources
Increasing demand of private courses E-learning usage
More than half workers take online courses
while only 21% students do so.
The U.S is the most popular countries for
overseas students, followed by Japan.
53,835 55,980 59,468
68,046
82,159 82,160
2012 2013 2014 2015 2016 2017
Number of Vietnamese students
studying abroad (2012-2017)
22,172 students (2017) 19,152 students (2017)
15,298 students (2017) 4,400 students (2017)
Only 10% have scholarships, the others are
self-financed students.
Languages (64%)
Sports
(31%)
Sciences
(22%)
Languages (60%)
Sports
(28%)
Life/ soft skills
(27%)
Workers Students
10%
11%
79%
Students
Online
Both online &
offline courses
Offline
(physical
class)
43%
17%
40%
Workers
10%
90%
Have
scholarships
Self-financed

University Education
(Duration: 4-6 years)
(18 – 22 years old and over)
College Education
(Duration: 3 years)
(18 – 21 years old and over)
High School/Upper Secondary
(Duration: 3 years)
(15 – 18 years old)
Junior High/Lower Secondary
(Duration: 4 years)
Elementary School
(Duration: 5 years)
Professional Secondary
(Duration: 3-4 years)
(15 years old and over)
Pre-schooling Education
(Duration:3 years)
(3 – 6 years old)
Vocational Training
(Duration 1-3 years)
(15 years old and over)
Introduction of Vietnam education system (1)
Education from Grade 1 of Elementary to Grade 9 of Junior High is compulsory.
High school education and above is optional.

Introduction of Vietnam education system (2)
Vietnam’s education system is largely and mostly made up of public schools.
Source: Ministry of Education and Training
12,662
14,939
10,887
2,393
170
2,594
113
52
441
65
Kindergarten Elementary Junior
High/Lower
Secondary
High
school/Upper
Secondary
University
Number of schools
(School year 2017-2018)
Public Private
4,331,241
7,882,145
5,312,715
2,313,315
1,439,495
975,295
159,697
60,597
195,249
267,530
Kindergarten Elementary Junior
High/Lower
Secondary
High
school/Upper
Secondary
University
Number of students
(School year 2017-2018)
Public Private

Investment in education of Vietnamese
Traditionally, Vietnam has placed high value on education. In 2018, Vietnamese
spent 8% of their income for education.
Sources: Varkey Foundation/ BMI
12.0
10.2
8.7
7.5 7.2
6.2
5.4 5.0
4.4 4.1
-
2.0
4.0
6.0
8.0
10.0
12.0
14.0
Hours parents spent helping children
with studies in some countries (2018)
(Hours/week)
8%
92%
Vietnam consumer spending for
education (2018)

Vietnamese aims at international study
The number of Vietnamese students studying
abroad is increasing over time.
53,835
55,980
59,468
68,046
82,159 82,160
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
2012 2013 2014 2015 2016 2017
Number of Vietnamese students studying
abroad (2012-2017)
Sources: UNESCO

- Top destination countries
22,172
19,152
15,298
4,400 3,979
3,432
United States Japan Australia France United Kingdom Korea, Rep.
The U.S and Japan are the most popular destinations.
Sources: UNESCO (2017)

- Funding source
The majority of people studying abroad self-
finance.
Have
scholarships,
10%
Self-financed,
90%
Sources: Ministry of Education and Traning (2016)

Increasing demand of private classes
Top private courses for workers
Languages (60%) Sports (28%)
Soft/ life skills (27%) Business (21%)
IT (20%) Accounting (17%)
Top private courses for students
Languages (64%) Sports (31%)
Sciences (22%) Drawing (20%)
Music lessons (20%) Martial arts (13%)
Sources: Q&Me (2019)

Reasons to take private courses
People take private courses to broaden knowledge/
improve themselves or to develop their career.
60% 60%
54%
35%
20%
17%
8%
To broaden
knowledge
To develop
in career
To improve
one's self
To find a
good job
To have a
good health
To entertain To go abroad

Increasing demand of private classes: Online demand
Up to 60% workers and 21% students take online courses.
43%
17%
40%
Types of classes - Workers
Online Both online & offline courses Offline (physical class)
10%
11%
79%
Types of classes - Students
Online Both online & offline courses Offline (physical class)

Increasing demand of private classes : Top E-learning websites
Real shop preference
Top E – learning website for workers
Topica.edu.vn
Web access: 1,459,000
Fee: 2,000,000-10,000,000
English, business course
for workers and university
students.
Kyna.vn
Fee: 200,000 - 5,000,000
Teaching all subjects that
are suitable for any level
from students to officers
Edumall.vn
Fee: 500,000 - 5,000,000
Teaching various courses,
especially for worker
Unica.vn
Fee: 200,000 - 2,000,000
Provide various courses for
worker, university students
Top E – learning website for students
Tienganh123.com
Fee: 200,000 - 5,000,000
Teaching English for
children and adults
Kyna.vn
Fee: 200,000 - 5,000,000
Teaching all subjects that
are suitable for any level
from students to officers
Hocmai.vn
Fee: 300,000 - 1,000,000
Teaching all subject at the
school for students
Moon.vn
Fee: 100,000 - 600,000
Teaching subjects at the
school for students

Increasing demand of travelling

Increasing demand of travelling
48% intend to spend their spare cash on
holidays.
72%
53%
48% 48% 47% 46%
41%
Sources: Nielsen (2018)

Domestic and outbound travel demand
The number of domestic travelers increase by every year.
Sources: Q&Me (2019)Sources: vietnamtourism.gov.vn/ ASEAN Travel
28,000 30,000
32,500
35,000
38,500
57,000
62,000
73,200
80,000
2010 2011 2012 2013 2014 2015 2016 2017 2018
Domestic travelers
6,000
6,500
7,500
8,600
2015 2016 2017 2018 (est.)
International trips by Vietnamese
travelers
(Thousands of departures)

The Landmark 81 (HCMC)
The tallest building in Vietnam
Domestic travel - New attractions/ services
Golden Bridge (Da Nang)
A scenic overlook of a 150-metre-long
pedestrian bridge in Bà Nà Hills resort
Hon Thom Cable Car (Phu Quoc)
Honored by the World Guinness as the
“World’s longest cable car system”
Van Don International Airport
(Quang Ninh)
Located on the coast of Quang Ninh,
the airport covers an area of 325 ha
and contains one single runway
Hon Gai International Harbour
(Quang Ninh)
The harbor can receive the world’s
largest cruise vessels
Bamboo Airway
A low-cost airline, opened in Jan 2019

Outbound travel - Countries Vietnamese wish to visit
Japan and Korea are 2 countries that Vietnamese wish to visit most.
3%
3%
5%
5%
7%
11%
12%
20%
24%
England
Australia
France
China
America
Singapore
Thailand
Korea
Japan

Outbound travel - Travel motivations
9%
9%
10%
19%
20%
25%
25%
26%
36%
38%
Learning new things
My family / friends took me there
Good beach
Good entertainment
Good for shopping
Good food
Good cost
Near distance
Interesting culture
Good scenery
Good scenery and culture are biggest reason for selecting a
country, although distance, cost and food also have high
impact.

Key technology adoption in Vietnam

38%
62%
Yes, I have used
No, I haven't
Key takeaways
Smartphone penetration
67% of mobile phone users own a
smartphone(s).
Ride hailing app usage
QR code & Mobile payment Increasing usage of E-wallet
Online food delivery service usage
66% have used ride hailing apps.
67%
33%
Smartphone
Feature phone
66%
34%
Yes, I have used
No, I haven't
14% 23% 7% 38% 18%
Use it regularly
Have used it before
Never used (but know how to use it)
Never used and do not know how to use it
I do not know
QR code usage
37% have used QR code before.
Only 38% QR code users use QR code for
mobile payment.
$11.1
billion
(2020F)
Value of fintech market Top E-wallets
No.1
No.2
No.3
85%
36%
21%
58%
42% Yes, I have used
No, I haven't
58% of food delivery service users have used
the online food delivery portals.

High Internet and smartphone penetration
Vietnam is forecasted to have 82 million Internet users by 2020. Among people
who own mobile phones, 67% have smartphones.
97%
1%
2%
Mobile phone usage
(2019)
Own
Share
Do not use
Source: World Bank/ Pew Research Center (2019)
67%
33%
Smartphone
Feature phone
Smartphone ownership
(2019)
38
92
44
55
22
5
59
215
82
93
28
6
0
50
100
150
200
250
Thailand Indonesia Vietnam Philippines Malaysia Singapore
Internet users of some SEA countries
2015 2020F
(millions)

Smartphone brand recognition
Source: Q&Me (2018)
98% 97% 94%
88% 87% 86%
73% 72% 71%
Samsung Apple Oppo Sony Nokia HTC Asus Xiaomi Huawei

Popular apps in Vietnam
No. Free Paid
1 Messenger Pocket Quarium
2 Zalo WiFi Master Pro – WiFi.com
3 Facebook The Greedy Cave
4 Youtube Analog Paris
5 PUBG Mobile VN Kirakira+
6 Sendo NewBorder
7 Ulike Forest – Stay focused
8 Tiktok Gudak Cam
9 Zing MP3 TouchRetouch
10 Shopee @picn2k camera
Source: Appannie.com

Rising trend (1) - Ride hailing app
Among people who use ride sharing services,
Grab is dominantly used, then Go Viet.
Source: Q&Me (2018)
66%
34%
Those who have used ride sharing app

Grab is launched in Vietnam in Feb, 2014. After merged with Uber in 2018, Grab becomes No.1 Ride
hailing app in Vietnam market.
Go-Viet is a partner of Go-Jek – Technology start up in Indonesia. Go-Viet started Go-Bike service in
Ho Chi Minh City on June and Ha Noi in September, 2018.
VATO is invested by Phuong Trang transport company in April 2018. With VATO, customers can
bargain with drivers in peak time.
FASTGO is developed by Vietnamese and provide service in Ha Noi in June and Ho Chi Minh City in
August, 2018.
XELO is developed by Skysoft – a technology company and launched in May 2018. Xelo combine
between E-booking bike/ car and traditional booking taxi.
ABER – Local brand – is launched on June 2018. Aber aimed to recruit old Uber, Grab drivers with
well-paid and bring good experience to customers.
Be ride hailing service launched in December, 2018. This is a Vietnamese company.
Rising trend (1) - Ride hailing app key players

Rising trend (1) - Ride hailing app popularity
Among people who use ride sharing services, Grab is dominantly used, then Go
Viet. Primary reason to choose Grab is convenience when Go-Viet’s is price.
Source: Q&Me (2018)
98%
29%
6% 6% 4%
1%
Grab Go-Viet VATO Aber Fast Go Xelo
Ride sharing app popularities
60% 60%
37% 36% 36%
33%
52%
26%
48%
35%
4%
39%
Convenience Transparent
pricing
Good price App is easy
to use
Short waiting
time
Attractive
promotion
Grab vs Go-Viet: Reasons to choose
Grab
Go-Viet

Rising trend (2) -
Online delivery service popularity
66% use the food delivery services. Among
food delivery service users, 58% have used
food delivery apps.
Source: Q&Me (2018)
66%
34%
58%
42%
Source: Q&Me (2018)
Food delivery service users Food delivery app users

Rising trend (2) -
Popular food delivery apps
57%
50%
35%
14%
7%
2%
Foody Delivery Now Grab Food Vietnammm Chonmon Others
For online food delivery services, Now and
Grad Foob are the most popular portals.
Q. How do you normally make your order?Source: Q&Me (2018)

Rising trend (2) - Food delivery service - Reasons to use
‘Bad weather’ is most common occasion to use food delivery services. People
often order their food to be shipped to their home or office.
25%
30%
66%
72%
Family gathering places
Location that I hang out with my
friend
Office
My home
Delivery locations
31%
39%
41%
45%
53%
54%
Don't want to cook
Unwell/sick
Want to enjoy the meal from the
delivery store
Too busy to cook
Want to eat quick
Bad weather
Motivations to use delivery services
Source: Q&Me (2018)

Rising trend (3) - QR code popularity
No more than 37% have used QR code before including 14% of regular users.
39%
21%
22%
18%
QR code recognition
I know it
I know it (after seeing the visual)
I have seen it (after seeing the visual)
I do not know
14%
23%
7%
38%
18%
QR code usage
Use it regularly
Have used it before
Never used (but know how to use it)
Never used and do not know how to use it
I do not know
82% 37%
Source: Q&Me (2019)

Rising trend (3) - QR code usage
Only 38% of QR code users use it for payment purpose. The most common app to use
QR code is not mobile payment apps but Zalo.
57%
38% 38% 37%
43%
62% 62% 63%
Add new friends
in SNS
Access website
/ facebook /
campaign
Mobile payment Show QR code
to be added in
SNS
Purpose to use QR code
15%
2%
2%
4%
7%
9%
15%
18%
22%
83%
Others
Payoo
Ngan Luong
Samsung Pay
Viettel Pay
Bankplus
Zalo Pay
Facebook
Momo
Zalo
Popular apps where QR code is used
Source: Q&Me (2019)

6.4
2018
Rising trend (4) - Fintech overview
Fintech penetration in Vietnam is still very low. Nevertheless, this sector is
growing fast, expected to reach $11M in 2022.
97.6%
2.4%
E-Commerce Others
Digital payment contribution (2018)
Digital payment revenues in Vietnam
(million USD)169.1
89.0
59.7
7.6 4.9 4.4
Singapore Malaysia Thailand Indonesia Vietnam Philippines
Number of non-cash transactions per
capita 11.1
2022
74.1%
25.9%
E-wallets Others
Licensed payment services
Source: World Bank/ Statista/ State Bank of Vietnam

Rising trend (4) - Fintech / E-wallet popularity
E-wallet users in Vietnam is on the increase. Momo is the most popular service, followed
by ZaloPay.
4%
11%
12%
11%
10%
23%
8%
16%
17%
11%
Singapore
Thailand
Vietnam
Philippines
Indonesia
E-Wallet penetration trend among
mobile internet users
2015 2013
CAGR 2013-2015
130%
-18%
16%
25%
6%
85%
36%
21%
17% 16% 16% 15% 14%
6% 6%
Popular e-wallet services
Source: Q&Me (2019)

67%
63%
44%
43%
41%
40%
27%
23%
13%
12%
Top up mobile account
Buy mobile cards
Transfer/receive money
Pay bills
Pay when shopping online
Buying cinema ticket
Pay for food order
Pay for Grab, taxi
Buy transportation ticket
Hotel booking
Source: Q&Me (2019)
Rising trend (4) - E-wallet usage

Rising trend (4) - E-wallet satisfaction
Most are quite content with E-wallet services they’re using.
85%
14%
1%
Customer satisfaction
Satisfied Average Dissatisfied
Satisfaction Dissatisfaction
Fast payment process
Easy payment process
Many promotions/ discounts
Low transaction cost
No need to carry lots of cash
Payment risk/error
Need the Internet
Not many promotions (as I
want)
Not many places accept this
yet
Security concerns
Source: Q&Me (2019)

Q&Me – About Online Market Research Services

Our Solution
We provide both of online / offline research service depending on the objectives
Online market research Face-Face market research
Quickest research with good quality
assurance, via data-oriented analysis
Manual data collection with
technology. High level data control
with GPS, images and audio.

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. 500,000 members as of May, 2019
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
Our quality score by SSI
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.

Our customers
Food & Beverage
FMCG
Manufacturing
Technology
Agency / Consulting
Others

Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043

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