A study conducted in August 2015 surveyed the washing machine market in Vietnam, finding that Sanyo, Toshiba, and LG are the most popular brands. Key findings include that 95% of households own a washing machine with consumers prioritizing durability and brand trust, and 46% intend to purchase new machines within the year. The study also highlights that electronic retail stores are the primary purchasing locations and satisfaction levels with current brands are generally high.

1. August 2015
STUDY ABOUT WASHING MACHINE MARKET
IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about the washing machine
market in Vietnam
 Methodology: Online survey
 Fieldwork time: 3 days (29/7/2015 to 31/7/2015)
 Sample size: N = 1094
 Gender: Male & Female
 Geography: Nationwide

3. 2
What is your age group?
N= 1094
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
4%
41%
28%
27%
Under 18
18-25
26-30
Over 30
31%
69%
Male
Female
37%
22%
40%
Others
Hanoi
Ho Chi Minh
4%
4%
6%
7%
10%
11%
25%
32%
Job seeker/Retired
Housewife
Others
Factory Worker
Self-employed
Engineer/Doctor/Teacher
Student
Officer

4. 3
VIETNAM VS. THAILAND
• Most well-known brands: Sanyo, Toshiba
and LG.
• Leader of market: Sanyo.
• Sources of awareness: TVC and point of
sale.
• Key criteria for choosing a brand:
durability and trusted brand.
• Prefer top loading type.
• 46% intend to buy new washing machine
in next 1 year.
• Common spend for a washing machine:
$250~$600.
• The most desired brand: Sanyo.
• Most well-known brands: Samsung, LG
and Panasonic.
• Leader of market: Samsung.
• Sources of awareness : TVC and Point of
sale.
• Key criteria for choosing a brand:
Durability and price.
• Prefer front loading type.
• 53% intend to buy new washing machine
in next 1 year.
• Common spend for a washing machine:
$250~$600.
• The most desired brand: Samsung.

5. 4
KEY FINDINGS
• 95% respondents’ families use washing machine
• Sanyo, Toshiba and LG are the most popular brands in Vietnam
• Sanyo is the leader of the market
• Durability and trusted brand are the key criteria for choosing a brand
• Top loading washer is still the most preferred type
• 80% consumers are satisfied with their brand
• 16% are loyal with their current brand
• Household income is more willing to buy high price washing machine
• Big electronic retail the most buying place for washing machine

6. 5
Which products below your family owns?
N= 1094
95% HOUSEHOLDS OWN A WASHING MACHINE
34%
49%
54%
57%
81%
93%
94%
95%
95%
Vacuum cleaner
Microwave
Hot water machine
Air conditioner
Blender
Refrigerator
Television
Cooker
Washing machine
Total
38%
52%
51%
53%
81%
95%
93%
95%
96%
Ho Chi Minh
43%
61%
65%
76%
81%
89%
90%
92%
97%
Hanoi
24%
38%
49%
49%
82%
94%
96%
96%
93%
Others

7. 6
What washing machine brands are you aware of?
N= 1094
SANYO, TOSHIBA AND LG ARE THE MOST WELL-KNOWN BRANDS
15%
17%
19%
20%
26%
41%
52%
61%
62%
63%
68%
74%
79%
80%
80%
Reetech
Bosch
Haier
Midea
Aqua
Daikin
Mitsubishi
Elextrolux
Hitachi
Sharp
Panasonic
Samsung
LG
Toshiba
Sanyo
Total
18%
15%
19%
15%
26%
44%
48%
63%
62%
66%
67%
74%
77%
82%
81%
Ho Chi Minh
14%
24%
23%
33%
32%
43%
57%
66%
65%
62%
67%
76%
79%
79%
76%
Hanoi
13%
14%
16%
17%
23%
38%
53%
56%
60%
60%
69%
74%
82%
79%
82%
Others

8. 7
How do you know about those washing machine brands?
N= 1094
TV ADS AND POINT OF SALES ARE MAIN SOURCES
OF BRAND AWARENESS
5%
30%
30%
37%
45%
50%
50%
55%
70%
78%
Others
Outdoor ads (banner,
bilboard,…)
Sale person introduce at
the selling place
Facebook
Online Ads (Website,
facebook, forums….)
Friends /family
recommendation
I saw many people use that
brand
Ads on
newspaper/magazine
See the brand in many big
electronic retails
TV commercials
Total
2%
24%
14%
29%
41%
35%
41%
51%
73%
76%
Under 18
3%
24%
26%
32%
44%
47%
47%
52%
67%
78%
18-25
3%
29%
28%
39%
44%
50%
54%
55%
69%
75%
26-30
9%
39%
40%
45%
48%
56%
52%
61%
74%
82%
Over 30

9. 8
Which washing machine brand below that your family is using?
N= 1043
SANYO IS THE LEADER OF THE MARKET WITH 28% SHARE
2%
2%
3%
4%
8%
8%
11%
16%
16%
28%
Aqua
Mitsubishi
Hitachi
Sharp
Elextrolux
Samsung
LG
Panasonic
Toshiba
Sanyo
Total
0%
2%
3%
6%
7%
9%
10%
12%
19%
29%
Ho Chi Minh
4%
1%
3%
3%
14%
10%
12%
11%
15%
23%
Hanoi
1%
2%
3%
3%
3%
6%
12%
24%
14%
31%
Others
Panasonic is quite strong at other provinces while Electrolux is more popular in Hanoi

10. 9
N= 1094
SANYO OWNS HIGHEST BRAND AWARENESS AS WELL AS MARKET
SHARE IN VIETNAM
80% 80% 79%
74%
68%
63% 62% 61%
52%
26%
28%
16%
11%
8%
16%
4% 3%
8%
2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Sanyo Toshiba LG Samsung Panasonic Sharp Hitachi Elextrolux Mitsubishi Aqua
Awareness
Usage
What washing machine brands are you aware of?
Which washing machine brand below that your family is using?

11. 10
Sanyo
Toshiba
LG
Samsung
Panasonic
Sharp
Aqua
High
High
Low
Low
Awareness
Usage
Which washing machine brand below that your family is using?
What washing machine brands are you aware of?
N= 1094
THERE IS A BIG GAP BETWEEN SANYO AND OTHER PLAYERS IN
VIETNAM MARKET

12. 11
12%
15%
18%
18%
21%
29%
29%
32%
33%
33%
38%
40%
50%
53%
59%
60%
The newest model
Not produced in China
Sale person recommendation
Have good discounts/ sale…
Good customer service
Japanese brand
Friends/ Family recommendation
Attractive design
Short washing time
Good warrantee services
Smooth operation and low noise
Multiple functions
Affordable price
Electronic and water saving
Trusted brand
Durable
Total
11%
16%
17%
17%
20%
33%
34%
30%
28%
30%
35%
37%
57%
50%
57%
61%
Sanyo
9%
15%
15%
16%
18%
33%
26%
33%
33%
32%
34%
34%
51%
56%
61%
60%
Toshiba
15%
19%
25%
23%
20%
15%
29%
37%
35%
37%
37%
40%
50%
50%
60%
60%
LG
11%
13%
17%
18%
19%
39%
28%
28%
38%
33%
45%
46%
46%
57%
60%
61%
Panasonic
What are the reasons why do you choose that brand?
N= 1043
DURABILITY AND TRUSTED BRAND ARE THE KEY BUYING CRITERIA

13. 12
82% 83% 85% 85%
77% 77%
18% 17% 15% 15%
23% 23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under $200 From $200 –
under $450
From $450 -
under $700
From $700 –
under $1000
From $1000 and
over
Front Loading washer
Top Loading washer
What is your washing machine type?
N= 1043
82% USE TOP LOADING WASHER
23% household with income from $700 and over would choose front loading machine

14. 13
Overall, What is your satisfaction level with your current
washing machine brand?
N= 1043
0% 0% 1% 0% 0% 1% 0% 0% 3%
18% 16% 15% 17% 21%
25%
9%
26%
10%
58%
57% 57% 55%
60% 52%
67%
58%
57%
23% 26% 27% 27%
18% 22% 23%
14%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Sanyo Toshiba Panasonic LG Samsung Elextrolux Sharp Hitachi
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
81% FEEL SATISFIED WITH THEIR CURRENT CHOSEN
WASHING MACHINE BRAND
Hitachi has the highest top box satisfaction rate while sharp has the lowest

15. 14
4% 5% 4% 2% 3% 3%
5% 4% 2% 5%
6%
11%
22%
15% 18%
28%
29% 19%
53%
54%
62%
49%
50%
52%
16%
23%
14% 17%
11%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under $200 From $200 –
under $450
From $450 -
under $700
From $700 –
under $1000
From $1000 and
over
Under 7 kilos
7-8 kilos
9-10 kilos
Over 10 kilos
I don’t know/
remember
What is the loading capability of your current washing machine? ( Kilo)
N= 1043
MORE THAN A HALF BUY 7-8 KILOS WASHING MACHINE TYPE
Higher income households are more likely to buy high volume washing machine

16. 15
13% 12% 12% 11%
16% 16%
8%
14%
10%
71% 71% 72% 72%
73%
63%
72%
74%
70%
16% 17% 16% 17%
11%
21% 20%
12%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Sanyo Toshiba Panasonic LG Samsung Elextrolux Sharp Hitachi
It is the only brand
I would use
It is a prior brand
I will switch to
other brand
What is your usage intention toward your current washing machine?
N= 1043
ONLY 16% ARE LOYAL WITH THEIR CURRENT BRAND
Samsung has highest ratio of loyal customers compare with other players

17. 16
0% 1% 0% 0% 1% 0% 0% 0% 0%
24% 26%
20% 24%
25%
19%
24%
26%
27%
44% 40%
40%
43%
51%
49%
48%
49%
30%
29% 31%
36%
32%
19%
31%
27%
21%
43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand
Total
Sanyo Toshiba Panasonic LG Samsung Elextrolux Sharp Hitachi
Definitely recommend
Will recommend
Maybe or maybe not
recommend
Will not recommend
Definitely not recommend
Do you intend to recommend your current using brand to others?
N= 1043
83% WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS
Hitachi owns highest top box recommendation ratio

18. 17
How often do you/ your family change/buy new washing machine?
N= 1043
60% CHANGE NEW WASHING MACHINE AFTER 3 TO 7 YEARS
17% 15%
22%
14%
11% 9%
19%
26% 11% 28%
18%
10%
32% 21% 39%
35%
32%
28%
28%
30%
25%
19%
35%
46%
4%
8%
3% 4% 4% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under $200 From $200 –
under $450
From $450 -
under $700
From $700 –
under $1000
From $1000 and
over
Under 3 years
3-5 years
Over 5 years to 7 years
Over 7 years
Don’t remember/don’t
know
Higher income group change washing machine more frequent than other groups

19. 18
42%
33% 35%
41% 43%
65%
58%
67% 65%
59% 57%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under $200 From $200-under
$450
From $450-under
$750
From $750-under
$1000
From $1000 and
over
No
Yes
Do you intend to buy new washing machine in the next 1 year?
N= 1043
42% INTEND TO CHANGE NEW WASHING MACHINE

20. 19
N= 448
SANYO IS THE TOP CHOICE FOR BUYING NEW WASHING MACHINE
7%
2% 10%
4%
13%
4%
10%
9%
4%
22%
9%
7%
11%
8%
3%
9%
45%
11%
12%
6%
12%
9%
11%
39%
15%
8%
45%
12%
4%
4%
16%
13%
12%
19%
11%
22%
18%
44%
8% 10%
2% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Sanyo Panasonic Toshiba Samsung LG
Sanyo
Elextrolux
Panasonic
LG
Samsung
Toshiba
Sharp
Daikin
Hitachi
Mitsubishi
Aqua
Haier
My family does not use
washing machine
Bosch
What is your washing machine brand?
Which washing machine brand would you choose to buy?
Toshiba has the highest switching ratio compare with other players

21. 20
2% 0% 0% 2% 0%
4%
11%
2% 4%
9%
8%
27%
40%
20%
25%
41%
64%
49%
39%
56%
55%
42%
25%
19%
8%
22%
16%
6% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under $200 From $200 – under
$450
From $450 - under
$700
From $700 – under
$1000
From $1000 and over
Under $250
$250-400
Over $400-$600
Over $600-800
Over $800
How much would you/your family spend for a washing
machine?
N= 1094
HIGHER INCOME HOUSEHOLDS WOULD BUY MORE EXPENSIVE
WASHING MACHINE

22. 21
Where do you usually buy a washing machine?
N= 1043
BIG ELECTRONIC RETAIL IS THE MOST WASHING MACHINE BUYING
PLACE
21%
11%
27% 29%
76%
87%
68% 68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Ho Chi Minh Hanoi Others
Big electronics retails
Branded store/showroom
E-commercer websites ( lazada.vn,
mediamart.vn,cdiscount.vn)
Others
Repairing/ second hand stores

23. 22
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 (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

24. 23
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

25. 24