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Vietnames usage of mini stores

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Mini store such as Miniso or Mumuso is on the increase mainly at the cities such as Ho Chi Minh and Hanoi.

This survey was conducted to find out users’ motivations to use these stores as well as the recognition of the main brands.

The survey was conducted to about 600 male and female among 20 – 39 years old in HCMC & Hanoi.

Published in: Marketing
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Vietnames usage of mini stores

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Research of Mini Store in Vietnam Asia Plus Inc.
  2. 2. Survey objective Mini store such as Miniso or Mumuso is on the increase mainly at the cities such as Ho Chi Minh and Hanoi. This survey was conducted to find out users’ motivations to use these stores as well as the recognition of the main brands. The survey was conducted to about 600 male and female among 20 – 39 years old in HCMC & Hanoi.
  3. 3. Highlight
  4. 4. Popular mini stores in Vietnam (as of Nov, 2018) URL: https://minisovietnam.vn/ # of stores: 41 Facebook followers: 423,218 URL: http://ilahui.vn/ # of stores: 34 Facebook followers:219,238 URL: https://mumuso.com.vn/ # of stores: 23 Facebook followers: 180,300 URL: http://moji.vn/ # of stores: 11 Facebook followers: 768,519 URL: http://yoyoso.vn/ # of stores: 5 Facebook followers: 3844 URL: https://daisovietnam.vom # of stores: 15 Facebook followers: 3,232
  5. 5. Brand Awareness Daiso and Miniso are recognized nearly 70% of the audience 43% 37% 27% 22% 19% 19% 29% 32% 32% 31% 30% 25% 28% 31% 41% 47% 51% 56% Daiso Miniso Mumuso Moji Ilahui Yoyoso Visited Recognized Not recognized
  6. 6. Usage behaviours Household items Cosmetic / Beauty Fashion items Digital / Electronic accessories Stationeries Purchased products 67% 49% 40% 39% 36% Affordable Good variety New Good qualityGood design Store images 2% 15% 31% 33% 13% 6% Shopping amount less than 50,000 VND 50,001~100,000 VND 100,001~200,000 VND 200,001~500,000 VND 500,001~1,000,000 VND more than 1,000,000 VND 59% 58% 45% 41% Internet Facebook Found stores when walking by Friends / Relatives Information source
  7. 7. Country association Most stores are federated with Japan or Korea image, due to their strong brand communications 82% 45% 26% 26% 56% 29% 12% 32% 48% 48% 17% 52% 2% 18% 17% 17% 3% 6% 4% 4% 4% 19% 5% 6% 6% 5% 13% Daiso Miniso Mumuso Ilahui Moji Yoyoso Others VIetnam China Korea Japan
  8. 8. Detail
  9. 9. Brand recognition Daiso, Miniso and Mumuso are the stores with highest brand recognition Q. Do you know about the store below? 72% 70% 48% 59% 53% 44% 69% 63% 45% 57% 50% 47% 74% 76% 52% 61% 56% 41% 72% 70% 48% 61% 54% 42% 72% 68% 50% 56% 52% 48% Daiso Miniso ilahui Mumuso Moji Yoyoso total male female 20-29 30-39
  10. 10. Information source Q. How did you know about the mini stores? (Among those who knows them only) The stores are known via online the most as well as word of mouth Internet Facebook Found stores when walking by Friends / Relatives TV Magazine Newspaper Total 59% 58% 45% 41% 22% 17% 15% Male 69% 62% 39% 34% 24% 17% 14% Female 51% 55% 50% 47% 21% 18% 16% 20-29 62% 62% 47% 38% 22% 17% 14% 30-39 52% 51% 41% 47% 24% 17% 19%
  11. 11. Store popularity Daiso Miniso Mumuso Moji Yoyoso Ilahui Total 37% 27% 13% 10% 8% 5% Male 38% 22% 13% 10% 12% 4% Female 36% 31% 14% 9% 5% 5% 20-29 31% 34% 15% 10% 5% 5% 30-39 46% 26% 10% 7% 6% 6% Daiso is most popular followed by Miniso and Mumuso Q. Which store do you use more often? (Among those who knows them only)
  12. 12. Mini store images Good mixes of “affordability”, “variety” and “newness”. Q. Overall, what image do you have to the mini stores? (Among those who knows them only) Affordable Good variety New Good quality Good design Trustful products Fashionable Innovative Luxurious total 67% 49% 40% 39% 36% 29% 29% 27% 20% male 69% 49% 37% 47% 34% 31% 33% 26% 21% female 65% 50% 43% 32% 39% 27% 25% 28% 19% 20-29 66% 50% 44% 37% 38% 32% 30% 28% 22% 30-39 68% 48% 32% 43% 33% 23% 26% 26% 15%
  13. 13. Purchase product Q. What are the categories that you buy in the stores? (Among those who knows them only) Household items Cosmetic / Beauty Fashion items Digital / Electronic items Stationeries Bath & Toiletry Toys / Party goods Kitchen & Dining items Foods / Beverages total 45% 41% 41% 35% 34% 34% 27% 24% 23% male 43% 34% 39% 41% 29% 33% 28% 26% 27% female 47% 47% 42% 30% 39% 34% 26% 22% 21% 20-29 48% 42% 38% 36% 37% 34% 24% 25% 24% 30-39 38% 40% 45% 33% 29% 34% 33% 22% 21% Household items and beauty products are popular
  14. 14. Store usage frequency (users) Those who visit the store 2-3 times / month are the most Q. How often do you use the mini stores? (Among those who use them only) More than once / week Once / week 2-3 times / month Once / month Less than once / month Total 10% 19% 31% 19% 21% Male 12% 23% 27% 21% 17% Female 9% 15% 35% 18% 23% 20-29 10% 18% 30% 20% 22% 30-39 11% 21% 33% 17% 18%
  15. 15. Spending amount per shopping (users) Half of the purchase are less than 200,000 VND and below Q. How much money do you spend at once in the store? (Among those who use them only) less than 50,000 VND 50,001~100,000 VND 100,001~200,000 VND 200,001~500,000 VND 500,001~1,000,000 VND more than 1,000,000 VND total 2% 15% 31% 33% 13% 6% male 3% 13% 29% 30% 16% 9% female 1% 16% 33% 35% 10% 5% 20-29 2% 17% 34% 31% 10% 7% 30-39 2% 11% 26% 37% 19% 6%
  16. 16. AUDIENCE PROFILE
  17. 17. Age 20-29, 67% 30-39, 33% Respondents profile (N=609) male, 49%female , 51% Hanoi, 49%HCMC, 51% Gender City
  18. 18. Q&Me – About Online Market Research Services
  19. 19. Enhanced Service 3: Business survey Provide the research services driven by the technogies Our research solutions Consumer research app Admin platform Traditional market research Collect surveys from online consumers Effective retail audit or data collection Plan, Manage and Analyze data
  20. 20. 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. 400,000 members as of Nov, 2018 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
  21. 21. 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.
  22. 22. Our quality assurance process Questionnaire based on the exact profile • Refined and very derailed database panel Take out users with irrelevant replies • Remove Fake questions hit users • Remove Contradicted answer users • Take out straight answer users Take out speed users • We count the average median time and take out those who are less than that Manual check by the experienced researchers • Our experienced researchers will check the relevance as well as open comments Re-assortment of panelist priorities • Based on the survey results, bad users are screened out while prioritizing those who return s good feedbacks.
  23. 23. 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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