The Mekong Sub-region - Asia's Final Frontiers - TNS

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The Mekong Sub-region - Asia's Final Frontiers - TNS

  1. 1. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
  2. 2. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold SponsorSupported byOrganised by
  3. 3. The Mekong Sub-regionAsia’s final frontier of 168 million consumers
  4. 4. ©TNS 2012 283 Countries300 OfficesOver 25,000 employeesTNS global footprint – the world’s largest customresearch group.
  5. 5. ©TNS 2012Agenda1 Economics2 Population3 Wealth4 Consumerism5 Attitudes6 Summary
  6. 6. ©TNS 2012Economics4
  7. 7. ©TNS 2012Foreign Direct Investment523,107322 511 77418,595756 622 76114,696912 777 1,08812,000971 1,285Vietnam Myanmar Cambodia Laos2009 20102011 2012FDI USD millions2012 couldbe up to US$ 20 BillionSource: data.worldbank.orgVietnam dwarf’s CaLM in FDI, but this is changing especially for Myanmar
  8. 8. ©TNS 2012Export, import, trade deficit - 2012Sources: National data sources, IMF, and World Bank115,0009,135 6,640 2,840121,0009,035 8,6063,324-6,000100-1,966 -484Vietnam Myanmar Cambodia LaosExports of goods (millions US$) Imports of goods (millions US$) Trade balance (millions US$)Imports vs. exports 2012 (estimates only):Typically developing nations have huge trade deficits, but due to theeconomic slow-down and fiscal responsibility the CaLM region isexperiencing a trade balance which will not last long
  9. 9. ©TNS 2012GDP by Sector720%34% 37% 43%41%21%20%21%39%45% 43%36%Vietnam Cambodia Laos MyanmarServicesIndustryAgricultureIndustry still lags behind agriculture in most of the Mekong Region
  10. 10. ©TNS 2012Major Exports8Myanamroil & gasgemstonestimberillegal drugsricerubberCambodiaclothingtimberrubberricefishtobaccofootwearOilLaoswood productsgarmentselectricitycoffeetincoppergoldelectric powerMyanmar & Laos are incredibly natural resource richSource: WorldbankVietnamricecoffeeaqua producepeppergarmentsshoesmanufacturedgoods
  11. 11. ©TNS 2012Population9
  12. 12. ©TNS 2012Population1090695615 6Vietnam Thailand Myanmar Cambodia LaosWith a population of 75 Million and an incredible 40% plus under20 years of age, a population boom will help driveconsumerism in CaLMhttp://www.census.govMillions77 Million &growing rapidly
  13. 13. Cambodia Life 2012 report© TNS July 2012 11Greater Mekong Sub Region - Populated key citiesVietnam 91,519,289Ho Chi Minh 7,300,000Hanoi 6,450,000Myanmar 54,584,650Yangon 4,573,000Mandalay 1,237,000Nay pyi daw 924,600Cambodia 14,952,665Phnom Penh 1,519,000Laos 6,586,266Vientiane 799,0007 Key Cities 22,862,000The seven major cities of the region have a larger populationthan Australia = 22,683,600http://www.census.gov
  14. 14. Cambodia Life 2012 report© TNS July 201217172016139542220221311742181919161395370+ yrs60-69 yrs50-59 yrs40-49 yrs30-39 yrs20-29 yrs10-19 yrs0-9 yrsPopulation tree34% 37% 42%The region is incredibly young boding well for the future54% 56% 64%Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life70% 72% 77%
  15. 15. ©TNS 20128844 4Buddhist Other ChristianMuslim OthersReligions1350407 3Non-demoninationalBuddhistRoman CatholicOthersSource: VietCycle 2011; All-in-one; CIA - The World Factbook9624Buddhist (official)MuslimOthersBuddhism is by far the regions main Philosophy,but the impact of Buddhism varies greatly in terms of daily life,Laos = Buddhist 67%, Christian 1.5%, other and unspecified 31.5%
  16. 16. ©TNS 2012685522BurmeseIndianKayinOthers (i.e. Shan, Rakhine, etc.)Ethnicity148614Kinh (Viet)Others (i.e. Tay, Thai,Muong, Khmer. Etc.)9055Khmer Vietnamese OthersSource: All-in-one; CIA - The World FactbookThis region is incredibly different in terms of ethnicity and very diverse,especially Laos = Lao 55%, Khmou 11%, Hmong 8%, other (over 100 minorethnic groups) 26%
  17. 17. ©TNS 2012Wealth
  18. 18. ©TNS 20122012 - GDP1631812356 148Thailand Vietnam Myanmar Cambodia LaosBillions USDThough Vietnam is but a third Thailand’s GDP and CaLM but a 3rd ofVietnam, this will change as global economic recession continues in Europeand the USSource: All-in-one; CIA - The World Factbook
  19. 19. ©TNS 2012CaLM GDP & Purchase power171,7004,6001,000 9301,400Vietnam Thailand Myanmar Cambodia Laos3,3009,7001,3002,3712,000Vietnam Thailand Myanmar Cambodia LaosThousand ThousandSOURCE :http:/imf.org; http://www.tradingeconomics.com;GDP / Capita Purchase power parityCaLM has a long way to go in terms of developing Purchasing Power,which highlights the great opportunities available
  20. 20. ©TNS 201238%5%12%6%5%5%5%8%3%13%Household expenditure1840%11%9%8%6%6%5%4%11%32%15%10%9%8%5%5%4%4%8%Breakdown of monthly urban household expenditure (%):Groceries are the main spend items followed by Education in CaLMGroceriesEducation TransportationGroceriesSource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
  21. 21. ©TNS 2012Expenditure vs. Savings1978 839322 177Expenditure SavingCambodians and Vietnamese have a higher penchant for savingsSource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
  22. 22. Cambodia Life 2012 report© TNS July 2012Monthly Urban Household Income Comparisons20212 81130262211 263225 162311 1510 11 9Vietnam Myanmar CambodiaUSD 750+USD 500-750USD 325-500Under USD325Vietnam is considerably more wealthy than Myanmar and CambodiaSource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
  23. 23. ©TNS 2012Consumerism
  24. 24. ©TNS 20121260731781111819212%27158443911135187%Household durables ownership - Urban2292876160474132261713Gas stoveRefrigeratorCRT TVWashing machineDVD PlayerPC/DeskstopLCD / Plasma TVAir conditionierKaraoke systemDigital cameraVietnam Cambodia MyanmarOutside off TV, DVD players CaLM is substantially behind VietnamSource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life0919641773400036%Laos
  25. 25. ©TNS 2012Household technology items ownership - Urban2395 98379817 15 1034Vietnam Cambodia Myanmar LaosMobile phone LaptopMyanmar lags far behind on technologySource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
  26. 26. ©TNS 2012Consumer’s top 3 items would like to own - Urban24Air-conditioner33%Laptop33%Washing machine32%Refrigerator58%Washing machine44%Air-conditioner33%Washing machine21%Refrigerator15%Laptop15%Similarities in terms of desired durable ownership are strikingSource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
  27. 27. ©TNS 2012Top 3 favourite brands - Urban25Vietnam MyanmarCambodiaNot surprisingly technology and transportation brands ruleSource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
  28. 28. ©TNS 2012Attitudes26
  29. 29. ©TNS 2012Attitudes towards life – Position & Status2773%49%42%Cambodia Myanmar VietnamPosition and status in society is the most important aspect of my life?(top 2 box score)Cambodians are in an all out push to catch up to the rest of the world,while Burmese are still seeped in traditionSource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
  30. 30. ©TNS 2012Attitudes towards women286960493463Urban Cambodia 2012 Urban Vietnam 2001 Urban Vietnam 2011Top-2-box % agreement:“Women must focus only on theirtraditional family roles”“It is completely acceptable for womento earn more than men”20012012201120122011Over the years attitudes towards women in society have liberalizedSource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
  31. 31. ©TNS 2012Women and traditional roles496934Myanmar 2012 Cambodia 2012 Vietnam 2011“Women must focus on their traditional family roles”Top-2-box % agreement:29Over time Cambodian and Burmese attitudes should become more equalSource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
  32. 32. ©TNS 2012Importance of family30921695119619Cambodia Vietnam Myanmar“A close family is essential to myhappiness”“I prefer to spend more time with myfriends than my family”Top-2-box % agreement:Family is still the cornerstone of societySource: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
  33. 33. ©TNS 2012Summary31
  34. 34. ©TNS 2012Summary32 168 Million untapped consumers rich in natural resources very young population = future limited competition willingness of host to do business poor infrastructure for transport poor human capital very young population varying ethnicities and religions low incomesPositives NegativesVietnam has 15 year head start compared with Cambodia, Laos and Myanmarbut is still 15 years or more behind Thailand
  35. 35. ©TNS 2012Please contact:Ralf.Matthaes@tnsglobal.comRegional Managing DirectorTNSCambodia | Laos | Myanmar | VietnamorEelco.Dijkhuizen@tnsglobal.comGeneral ManagerTNS CambodiaJason.Copland@tnsglobal.comGeneral ManagerTNS MyanmarAshish.Kanchan@tnsglobal.comExecutive DirectorTNS VietnamQuestions?
  36. 36. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold SponsorSupported byOrganised by
  37. 37. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

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