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Air Conditioner Market In Vietnam

Panasonic leads the air conditioner industry in Vietnam with 21% market share

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Air Conditioner Market In Vietnam

  1. 1. STUDY ABOUT AIR-CONDITIONER MARKET IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com) Oct, 2016
  2. 2. 1 SCOPE OF WORK  This survey was conducted to study about air-conditioner market in Vietnam  Methodology: Online survey  Fieldwork time: 3 days (11/09/2016 to 13/09/2016)  Sample size: N = 400  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • Toshiba, Panasonic and Samsung are top 3 well-known air-conditioner brands • TV ads and Stores/Showrooms are effective channels to leverage brand awareness • Panasonic is the market leader of air-conditioner market in Vietnam (21% share) • Saving electricity is the top criteria for choosing an air-conditioner • 81% are satisfied with their current air-conditioner brand and 13% are loyal with that brand • 90% are using window air-conditioner • 45% are using 1.5 HP air-conditioner • 79% choose an Inverter air-conditioner • 82% family own 1-2 air-conditioners in their house • 51% intend to buy new air-conditioner and next one year and Daikin is the top choice • Buy offering mosquito repellent function is a plus point of brand for attracting consumer
  4. 4. 3 N = 400 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 9% 9% 19% 30% 34% Over 40 36-40 31-35 26-30 18-25 40% 60% Male Female 30% 2% 3% 3% 14% 48% Others Hải Phòng Cần Thơ Đà Nẵng Hà Nội Hồ Chí Minh 8% 2% 5% 6% 6% 10% 12% 52% Others Job seeker/Retired Housewife Self-employed Factory Worker Engineer/Doctor/Teacher Student Officer
  5. 5. 4 0% 17% 24% 35% 34% 55% 60% 63% 64% 63% 72% 70% 75% 73% Hồ Chí Minh 2% 29% 18% 16% 43% 50% 55% 68% 75% 73% 71% 79% 77% 71% Hà Nội 1% 17% 25% 15% 56% 62% 64% 57% 64% 67% 67% 66% 71% 77% Others OVERALL, TOSHIBA, PANASONIC AND SAMSUNG ARE TOP 3 WELL- KNOWN AIR-CONDITIONER BRANDS IN VIETNAM Do you know any air-conditioner brands listed below? N = 400 N = 193 N = 56 N = 151 1% 18% 24% 25% 43% 57% 61% 62% 66% 66% 70% 70% 74% 74% Others Midea TCL Reetech Aqua Electrolux Mitsubishi Hitachi LG Sharp Daikin Samsung Panasonic Toshiba Total
  6. 6. 5 OVERALL, TOSHIBA, PANASONIC AND SAMSUNG ARE TOP 3 WELL- KNOWN AIR-CONDITIONER BRANDS IN VIETNAM Do you know any air-conditioner brands listed below? 1% 18% 24% 25% 43% 57% 61% 62% 66% 66% 70% 70% 74% 74% Others Midea TCL Reetech Aqua Electrolux Mitsubishi Hitachi LG Sharp Daikin Samsung Panasonic Toshiba Total 0% 12% 24% 19% 35% 49% 61% 62% 66% 66% 68% 67% 79% 71% 18-25 1% 23% 24% 22% 41% 57% 60% 71% 65% 60% 73% 68% 81% 79% 26-30 1% 16% 22% 30% 51% 59% 55% 53% 72% 62% 68% 76% 68% 72% 31-35 0% 25% 23% 38% 55% 70% 68% 54% 59% 78% 70% 74% 57% 74% Over 35 N = 400 N = 137 N = 120 N = 74 N = 151 Sharp is the most well-known air conditioner brand of over 35 age group
  7. 7. 6 TV ADS AND STORES/SHOWROOMS ARE EFFECTIVE CHANNELS TO LEVERAGE BRAND AWARENESS How do you know these air-conditioner brands? 1% 24% 25% 27% 39% 41% 41% 51% 66% 72% Others In/ Out of home ads Social ads (except Facebook) Through sales person See others use these smartphone brands Facebook ads Through ads on news/ magazines Friends/relatives' suggestion Through stores/ showroom TV ads Total 1% 21% 19% 31% 39% 35% 39% 50% 63% 72% Hồ Chí Minh 2% 32% 30% 18% 34% 48% 38% 64% 64% 71% Hà Nội 1% 24% 30% 25% 40% 44% 44% 48% 70% 72% Others N = 400 N = 193 N = 56 N = 151 WOM affects more on brand awareness in Hanoi
  8. 8. 7 TV ADS AND STORES/SHOWROOMS ARE EFFECTIVE CHANNELS TO GAIN BRAND AWARENESS ACROSS ALL AGE GROUPS How do you know these air-conditioner brands? 1% 24% 25% 27% 39% 41% 41% 51% 66% 72% Others In/ Out of home ads Social ads (except Facebook) Through sales person See others use these smartphone brands Facebook ads Through ads on news/ magazines Friends/relatives' suggestion Through stores/ showroom TV ads Total 0% 18% 18% 31% 46% 38% 32% 53% 68% 66% 18-25 2% 21% 24% 26% 32% 37% 38% 50% 63% 75% 26-30 3% 34% 34% 22% 38% 47% 54% 47% 69% 74% 31-35 0% 29% 29% 25% 38% 45% 49% 54% 64% 75% Over 35 N = 400 N = 137 N = 120 N = 74 N = 151
  9. 9. 8 OVERALL, PANASONIC, DAIKIN AND SHARP ARE TOP MOST USED AIR-CONDITIONER BRANDS IN VIETNAM Which brand of air-conditioner do you own? 0% 0% 0% 3% 4% 5% 7% 7% 7% 8% 8% 13% 18% 21% Others Midea TCL Reetech Hitachi Electrolux Aqua Mitsubishi Samsung Toshiba LG Sharp Daikin Panasonic Total 0% 0% 0% 5% 3% 3% 4% 5% 9% 8% 7% 12% 18% 25% Hồ Chí Minh 0% 2% 0% 0% 5% 7% 4% 2% 4% 4% 20% 16% 20% 18% Hà Nội 1% 0% 1% 1% 3% 7% 11% 12% 5% 8% 5% 13% 17% 17% Others N = 400 N = 193 N = 56 N = 151 Hanoian likes LG more than others
  10. 10. 9 18-25 AGE GROUP USES PANASONIC, 26~35 OWNS DAIKIN WHILE OVER 35 GROUP CHOOSES SHARP Which brand of air-conditioner do you own? 0% 0% 0% 3% 4% 5% 7% 7% 7% 8% 8% 13% 18% 21% Others Midea TCL Reetech Hitachi Electrolux Aqua Mitsubishi Samsung Toshiba LG Sharp Daikin Panasonic Total 0% 1% 0% 4% 4% 4% 7% 7% 6% 2% 11% 11% 15% 29% 18-25 1% 0% 0% 0% 4% 2% 3% 9% 8% 9% 6% 14% 24% 19% 26-30 0% 0% 0% 3% 3% 8% 11% 8% 5% 11% 9% 8% 18% 16% 31-35 0% 0% 1% 6% 3% 9% 7% 3% 9% 12% 6% 20% 13% 12% Over 35 N = 400 N = 137 N = 120 N = 74 N = 151
  11. 11. 10 TOSHIBA GAINS THE HIGHEST BRAND AWARENESS WHILE PANASONIC OWNS THE HIGHEST MARKET SHARE IN VIETNAM Which air-conditioner brands do you know? Which air-conditioner brand do you own currently? N = 400 74% 74% 70% 70% 66% 66% 62% 61% 57% 43% 25% 24% 18% 1% 8% 21% 7% 18% 13% 8% 4% 7% 5% 7% 3% 0% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% Awareness Usage
  12. 12. 11 TOSHIBA GAINS THE HIGHEST BRAND AWARENESS WHILE PANASONIC OWNS THE HIGHEST MARKET SHARE IN VIETNAM Which air-conditioner brands do you know? Which air-conditioner brand do you own currently? N = 400 Low Low High High Usage Awareness Toshiba Panasonic Samsung Daikin Sharp LG
  13. 13. 12 SAVING ENERGY, DURABILITY AND PRICE ARE THE TOP CRITERIA FOR CHOOSING AN AIR-CONDITIONER IN VIETNAM Why do you choose this brand of air-conditioner? 1% 11% 12% 14% 18% 19% 20% 24% 28% 31% 32% 37% 40% 42% 51% 63% 70% 73% Others Sales person suggested me Frequent promotions Have children mode To dismiss mosqito Good customer service Auto restart after power cut My friends/ relative suggested Skin care and moiturizing Good warranty Can adjust time Suitable fan speed Be Janpaneses brand Cool up quickly Beautiful design Good price Durability Saving energy Total
  14. 14. 13 PANASONIC / DAIKIN = SAVING ENERGY + HIGH DURABILITY + AFFORDABLE PRICE Why do you choose this brand of air-conditioner? 1% 11% 12% 14% 18% 19% 20% 24% 28% 31% 32% 37% 40% 42% 51% 63% 70% 73% Others Sales person suggested me Frequent promotions Have children mode To dismiss mosqito Good customer service Auto restart after power cut My friends/ relative suggested Skin care and moiturizing Good warranty Can adjust time Suitable fan speed Be Janpaneses brand Cool up quickly Beautiful design Good price Durability Saving energy Total 1% 10% 16% 14% 11% 20% 13% 30% 37% 29% 28% 43% 51% 47% 57% 72% 81% 80% Panasonic 3% 7% 10% 6% 13% 10% 19% 33% 17% 21% 26% 33% 44% 44% 35% 50% 74% 81% Daikin N = 400 N = 83 N = 72
  15. 15. 14 SHARP / LG / TOSHIBA = SAVING ENERGY + AFFORDBALE PRICE + HIGH DURABILITY Why do you choose this brand of air-conditioner? 1% 11% 12% 14% 18% 19% 20% 24% 28% 31% 32% 37% 40% 42% 51% 63% 70% 73% Others Sales person suggested me Frequent promotions Have children mode To dismiss mosqito Good customer service Auto restart after power cut My friends/ relative suggested Skin care and moiturizing Good warranty Can adjust time Suitable fan speed Be Janpaneses brand Cool up quickly Beautiful design Good price Durability Saving energy Total 0% 8% 17% 23% 25% 15% 15% 15% 33% 35% 42% 38% 42% 48% 58% 73% 67% 73% Sharp 0% 3% 12% 15% 6% 15% 15% 21% 24% 33% 18% 27% 15% 39% 58% 73% 64% 73% LG 0% 17% 10% 13% 20% 10% 33% 37% 27% 37% 33% 50% 50% 50% 43% 63% 60% 63% Toshiba N = 400 N = 52 N = 33 N = 30
  16. 16. 15 81% SATISFIED WITH THEIR CURRENT AIR-CONDITIONER BRAND Are you satisfied with your current brand of air-conditioner? Panasonic owns the highest top box of satisfaction ratio (37%) 1% 0% 0% 0% 0% 3% 19% 10% 19% 19% 14% 27% 58% 53% 56% 60% 67% 58% 23% 37% 25% 21% 18% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Toshiba Sharp Daikin Panasonic LG Totally satisfied Satisfied Normal Unsatisfied N = 400 N = 83 N = 72 N = 52 N = 33 N = 30
  17. 17. 16 IMPROVING MOSQUITO REPELLENT FUNCTION CAN MAKE USERS HAPPIER 75% 3% 8% 9% 11% 12% 12% 14% 16% 16% 15% 16% 20% 26% 30% Nothing Others Poor quality No timer function Slow cooling Products are NOT diverse/ fashionable Poor warranty service Be more expensive compared to real value Don't save energy No air purifier function Water leak Make noise No Kid mode Drying the skin No mosquito repellent function Total Is there anything make you feel unhappy about this brand?
  18. 18. 17 PANASONIC / SHARP = NO MOSQUITO REPELLENT + DRY SKIN DAIKIN = EXPENSIVE COMPARING WITH REAL VALUE + DRY SKIN Is there anything make you feel unhappy about this brand? 75% 3% 8% 9% 11% 12% 12% 14% 16% 16% 15% 16% 20% 26% 30% Nothing Others Poor quality No timer function Slow cooling Products are NOT diverse/ fashionable Poor warranty service Be more expensive compared to real value Don't save energy No air purifier function Water leak Make noise No Kid mode Drying the skin No mosquito repellent function Total 82% 2% 6% 8% 7% 11% 8% 6% 7% 11% 14% 14% 11% 18% 29% Panasonic 71% 1% 3% 7% 4% 7% 7% 24% 14% 11% 13% 7% 17% 24% 22% Daikin 71% 0% 10% 8% 13% 10% 15% 13% 19% 17% 13% 21% 19% 35% 27% Sharp N = 400 N = 83 N = 52N = 72 Daikin = Drying the skin + Be more expensive compared to real value
  19. 19. 18 TOSHIBA = NO MOSQUITO REPELLENT FUNCTION + NO KID MODE LG = NO MOSQUITO REPELLENT FUNCTION + DRYING THE SKIN Is there anything make you feel unhappy about this brand? 75% 3% 8% 9% 11% 12% 12% 14% 16% 16% 15% 16% 20% 26% 30% Nothing Others Poor quality No timer function Slow cooling Products are NOT diverse/ fashionable Poor warranty service Be more expensive compared to real value Don't save energy No air purifier function Water leak Make noise No Kid mode Drying the skin No mosquito repellent function Total 87% 3% 3% 10% 13% 17% 13% 7% 10% 20% 13% 13% 30% 13% 37% Toshiba 64% 3% 3% 12% 24% 15% 18% 9% 15% 15% 21% 27% 15% 33% 36% LG N = 400 N = 33 N = 30
  20. 20. 19 13% ARE LOYAL WITH THEIR CURRENT AIR CONDITIONER BRAND What is your intention toward your current air-conditioner? Daikin owns highest ratio of loyal consumer (24%) N = 400 N = 83 N = 72 N = 52 N = 33 N = 30 1% 0% 0% 0% 0% 1% 8% 8% 19% 20% 33% 19% 19% 8% 8% 3% 6% 20% 59% 60% 60% 63% 48% 52% 13% 24% 13% 13% 12% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Daikin Sharp Toshiba LG Panasonic It is the only brand I would use It is a prior brand I will try other brand I will use this brand in parallel with others I will switch to other brand
  21. 21. 20 TOSHIBA GAINS THE HIGHEST SATISFACTION WHILE DAIKIN GAINS THE HIGHEST LOYALTY Are you satisfied with your current brand of air-conditioner? What is your intention toward your current air-conditioner? N = 400 Low High High Loyalty Satisfaction ToshibaSharp Daikin Panasonic LG Low
  22. 22. 21 78% WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS Will you recommend this brand of air-conditioner to others? Toshiba has the highest top box recommendation level comparing with others 0% 0% 0% 1% 0% 0%1% 3% 0% 1% 0% 0% 22% 13% 19% 11% 30% 24% 50% 47% 46% 53% 46% 55% 28% 37% 35% 33% 24% 21% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Toshiba Sharp Daikin Panasonic LG I will recommend definitely I will recommend I may recommend I will not recommend I will not recommend definitely N = 400 N = 83 N = 72 N = 52 N = 33 N = 30
  23. 23. 22 75% ARE USING ONE WAY AIR-CONDITIONER Is your air-conditioner one-way or two way? 25% 23% 28% 23% 18% 30% 75% 77% 72% 77% 82% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Panasonic Daikin Sharp LG Toshiba One way Two way N = 400 N = 83 N = 72 N = 52 N = 33 N = 30
  24. 24. 23 90% ARE USING WINDOW AIR-CONDITIONER What is the type of your current air-conditioner? 3% 4% 3% 4% 0% 0% 7% 5% 7% 6% 12% 10% 90% 92% 90% 90% 88% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Panasonic Daikin Sharp LG Toshiba Window air- conditioner Portable air- conditioner Inbuilt air-conditioner N = 400 N = 83 N = 72 N = 52 N = 33 N = 30
  25. 25. 24 79% ARE USING INVERTER AIR-CONDITIONER Is your home air- conditioner an Inverter one (electricity- saving) ? N = 400 79% 22% Yes No
  26. 26. 25 45% ARE USING 1.5 HP AIR-CONDITIONER How much power (HP) does your air-conditioner has? 6% 7% 1% 8% 0% 13% 24% 46% 29% 12% 24% 17% 45% 33% 53% 58% 52% 30% 24% 13% 15% 21% 24% 40% 1% 1% 1% 2% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Panasonic Daikin Sharp LG Toshiba 0.75 HP 1.0 HP 1.5 HP 2.0 HP Over 2 HP N = 400 N = 83 N = 72 N = 52 N = 33 N = 30
  27. 27. 26 82% FAMILY OWN 1-2 AIR-CONDITIONERS IN THEIR HOUSE How many air-conditioner are there in your house? N = 400 N = 83 N = 72 N = 52 N = 33 N = 30 1% 1% 0% 0% 0% 0%1% 2% 0% 2% 0% 0% 5% 7% 7% 2% 0% 7% 11% 12% 11% 12% 9% 20% 34% 22% 40% 38% 36% 37% 48% 55% 42% 46% 55% 37% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Panasonic Daikin Sharp LG Toshiba 1 2 3 4 5 Over 5
  28. 28. 27 61% SPEND FROM $250 - $500 TO OWN AN AIR-CONDITIONER How much do you spend on your air-conditioner? The higher income, the more spending on air-conditioner N = 400 N = 137 N = 120 N = 74 N = 69 2% 2% 2% 1% 1% 2% 2% 4% 1% 0% 5% 4% 3% 8% 7% 27% 22% 35% 26% 23% 38% 42% 33% 43% 36% 23% 25% 20% 16% 30% 3% 3% 3% 4% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 31-35 Over 35 Under $250 $250- $350 $351- $500 $501- $750 $751- $1000 $1001-$1250 Above $1250 2% 1% 0% 2% 5%2% 1% 0% 3% 6%5% 2% 4% 6% 10% 27% 27% 24% 25% 32% 38% 33% 38% 50% 29% 23% 33% 29% 13% 17% 3% 3% 5% 2% 2% Total Under $450 $451 - $700 $701 - $1000 Over $1000 N = 400 N = 97 N = 103 N = 116 N = 84
  29. 29. 28 51% INTEND TO BUY AIR-CONDITIONER IN THE NEXT 1 YEAR Do you intend to buy air- conditioner in the next 1 year? N = 400 51% 49% Yes No
  30. 30. 29 22% INTEND TO BUY DAIKIN AIR-CONDITIONER IN THE NEXT YEAR Do you intend to buy air- conditioner in the next 1 year? If Yes, Which brand will you choose? 0% 1% 1% 3% 4% 6% 7% 9% 9% 10% 13% 14% 22% TCL Midea Reetech Hitachi Electrolux Mitsubishi Samsung Panasonic Toshiba Aqua LG Sharp Daikin N = 203
  31. 31. 30 SAVING ENERGY STILL THE TOP REASON FOR CHOOSING AN AIR-CONDITIONER Do you intend to buy air- conditioner in the next 1 year? If Yes, Which functions do you concern the most when buying air- conditioner? 0% 31% 41% 45% 45% 47% 47% 52% 57% 57% 82% Others Auto restart after power cut Can adjust time Cool up quickly Have Kid Mode Skin care and moiturizing Suitable fan speed Work smoothly Air purifier function Can dismiss mosqito Saving energy N = 203
  32. 32. 31 85% LIKES AN AIR-CONDITIONER HAVE ORIGIN FROM JAPAN Do you intend to buy air- conditioner in the next 1 year? If Yes, which country of origin do you prefer? 1% 2% 2% 2% 6% 85% I don't care about origin European Korea Thailand Vietnam Japan N = 203
  33. 33. 32 85% LIKES AN AIR-CONDITIONER HAVE ORIGIN FROM JAPAN Do you intend to buy air- conditioner in the next 1 year? If No, Where did you buy your air-conditioner? 1% 1% 1% 15% 83% Others Buy online on E-Commerce sites Repair shop Official store/Showroom Electric center N = 197
  34. 34. 33 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (COO - Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  35. 35. 34 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (CMO – Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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Panasonic leads the air conditioner industry in Vietnam with 21% market share

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