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Online fashion shopping behaviour in VIetnam

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Online shopping is getting popular in Vietnam. The most popular segment is fashion area. Q&Me Vietnam market research has conducted the survey among Vietnam online shoppers.

Published in: Marketing
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Online fashion shopping behaviour in VIetnam

  1. 1. Your sub-title here Vietnam fashion online shopping Survey Lazada.vn, the most popular shopping website
  2. 2. Survey information • Vietnamese Fashion Online Shopping • 300 male / female Vietnamese above 18 years old those who have purchased fashion products online in last 12 month • Conducted on Dec 1st, 2014 – Dec 4th, 2014
  3. 3. Executive Summary • 30’s have more frequent online shopping behavior, with 60% of online shoppers buy items monthly • 100K – 500K are the most common spending range. • Lazada.vn is the most popular choice for people. • 30’s use online mainly because of the variety of products while 10’s and 20’s use mainly because of price. • Price (75%) and quality(73%) are the top 2 concerns • 87% of fashion online shoppers buy fashion item from Facebook pages
  4. 4. How often do you buy fashion product online? 9% 3% 10% 29% 9% 22% 10% 7% 3% 5%4% 17% 13% 27% 8% 22% 6% 0%0% 19% 10% 17% 16% 33% Every day2-3 times/weekOnce/week2-3 times/month Once/monthOnce/2-3 months Once/6 monthsLess than that 30-39 20-29 -19 30’s have more frequent online shopping behavior, with 60% of online shoppers buy items monthly
  5. 5. 100K – 500K are the most common spending range. 14% 38% 28% 4% 11% 4% 13% 32% 27% 15% 8% 6% 2% 28% 36% 9% 16% 10% Up to 100,000 VND 100,000-300,000 VND 300,000-500,000 VND 500,000-700,000 VND 700,000-1,000,000 VND More than 1,000,000 VND -19 20-29 30-39 How much do you spend fashion online shopping monthly?
  6. 6. What is your online shopping behavior? 6% 19% 57% 19% 8% 23% 55% 14% 10% 10% 69% 10% I buy fashion products online mainly I check fashion site but buy clothes at real shops I use both of the real shops and online I use real shops mainly 30-39 20-29 -19 More than half use both real shop and online
  7. 7. Which site do you use for fashion online shopping? Lazada.vn is the most popular choice for people. 31% 25% 16% 17% 17% 27% 27% 20% 30% 17% 13% 11% 40% 30% 30% 31% 26% 29% 26% 19% 22% 15% 16% 11% 64% 41% 43% 40% 43% 29% 22% 31% 17% 16% 17% 16% Lazada.vn Muachung.vn Cungmua.com Nhommua.com Hotdeal.vn 123mua.vn Vatgia.com Zalora.vn Tiki.vn Lamido.vn Sendo.vn Amazon.com Lower than 19 20-29 30-39
  8. 8. Which device do you use to receive fashion info? 50% 22% 31% 65% 42% 17% 40% 58% 50% 31% 71% 41% Mobile Tablet Desktop Notebook Lower than 19 20-29 30-39 Notebook for teens and 20’s, desktop for 30’s
  9. 9. Which products do you tend to buy online? 18% 26% 18% 15% 23% 9% 26% 10% 16% 14% Tops Bottoms Underwear Bag Shoes Male Female Bottoms are the most popular items for online 18% 22% 12% 13% 18% 13% 27% 14% 16% 20% 14% 22% 16% 10% 12% Tops Bottom s Under wear Bag Shoes -19 20-29 30-39
  10. 10. What is the mainly reason you use online to buy fashion items? 30’s use online mainly because of the variety of products while 10’s and 20’s use mainly because of price. 57% 52% 43% 22% 35% 38% 60% 55% 50% 26% 37% 40% 53% 66% 59% 31% 38% 47% Price Variety of the products Easy to order whenever I have free time Point system Delivery More information about items -19 20-29 30-39
  11. 11. What is your main concern in fashion online shopping? Price (75%) and quality(73%) are the top 2 concerns. 75% 73% 58% 55% 50% 47% 47% 43% 19% 6%
  12. 12. 37% 32% 32% 26% 44% 31% 46% 21% 55% 43% 36% 16% Check the site to look for special deals Check the site to get knowledge Come to the site for price comparison Come to the site to kill my spare time -19 20-29 30-39 30’s more active for the special deal information Please choose what is applicable to you when going to the fashion website
  13. 13. Do you buy the fashion item from Facebook pages? 87% of fashion online shoppers buy fashion item from Facebook pages Yes 87% No 13%
  14. 14. How long did it usually take for the product delivery? 5% 10% 43% 24% 11% 8% Less than 12 hours 12-24 hours 2-3 days 4-5 days 6-7 days More than one week 2-3 days are the most common
  15. 15. Please rank as the priority of the “good quality” image? 31% 25% 17% 13% 7% 4% 3% 21% 21% 11% 16% 18% 11% 2% 14% 18% 14% 15% 24% 12% 4% 13% 16% 10% 26% 20% 12% 3% 10% 8% 16% 19% 12% 30% 6% 9% 9% 27% 7% 15% 25% 9% 3% 3% 6% 5% 4% 6% 72% Made in USA Made in Japan Made in Vietnam Made in Korea Made in France Made in Thailand Made in China Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 USA followed by Japan. China worst
  16. 16. Have you ever returned the fashion products after receiving of the delivery? 71% has returned the product in the pasts More than 5 times, 9% 3-4 times, 15% 1-2 times, 48% No, 23% No due to the policy, 6%
  17. 17. Why did you return them? 60% 50% 40% 9% 10% 57% 65% 24% 9% 12% Wrong size Poor quality Wrong product Dislike at the time receive the product Other Male Female Size and quality are the two big issues
  18. 18. Interview with Vietnamese (1) (heavy online shopper) • Female in 30’s – IT (at Pharitech technology center) • Monthly income (individual): 5M VND ($250) • Living in a private house with her sisters and parents in Vinh Long province • Shop fashion items online 4-5 times per week with family members at home • Spends around 2,000,000 VND ($100) per month. • Buys t-shirt, pan, skirt, underwear and fashion accessories often. • Payment is via Vietcombank internet banking or 3rd party gateway. • Prefers online due to more frequent promotions. • Not satisfied with the fact that online cannot let her have the opportunity to wear it before purchase. • Common use of the services at Sendo, Zalora, Guu, Thoitrangpro • Also try some sites that is liked by my Friend at Facebook • User notebook for access.
  19. 19. Interview with Vietnamese (2) (heavy online shopper) • Female in 30’s - Teacher • Monthly income (individual): 7M VND ($350) • Living in a private house with her sisters and parents in Phu Tho province • Shop fashion items online from Wednesday to Sunday every week. • Spends around 1,000,000 – 2,000,000 VND ($50- $100) • Usually buy working clothes for her, baby clothes for her kid and sometimes gifts for her husband’s family. • Use Visa / Mastercard • Prefers online due to better design lineups • Dis-satisified with size, slow delivery and quality. • Uses Zalora, Lazada, Viet Tien, Yes24 • Doing side job as teaching students in the afternoon at school and in the evening at my house. • Mainly use smartphone (iPhone 5) to do shopping.
  20. 20. Q&Me is the market research that helps you understand Vietnam market broad and deep by offering both of quantitative and qualitative survey online. + = Info@qandme.net Quantitative Survey Qualitative Survey Better Understanding Understand the consumer trend and opinions through the numeric data Feel the insight of your target audience through online focus group of chatting. You receive both of generic and deep information easily with affordable pricing.

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