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Vietnam groupbuying market overview 2010-2011

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Detailed analysis (in Vietnamese): http://www.doquangtu.com/2011/11/nghien-cuu-oc-lap-ve-thi-truong-group.html

Published in: Data & Analytics, Travel

Vietnam groupbuying market overview 2010-2011

  1. 1. Vietnam Group-buying Market OverviewResearcher: TuDQTwitter: @doqtu84Date: Nov 26, 2011
  2. 2. Research Methodology• Collecting 9,120 deals across 53 group-buying sites since Sep, 2010
  3. 3. Share by Listed Deals (All Markets) Share by Listed Deals (All Markets) Nhommua Nhommua Hotdeal Cungmua 17% Muachung Cucre Runhau 28% Zing Deal 51deal Khuyenmaivang Phagia Others Hotdeal 13% 2% 3% 3% Cungmua 11% 4% Runhau 4% Cucre Muachung 5% 9%
  4. 4. Share by Listed Deals (Hanoi) Share by Listed Deals (Hanoi) Nhommua Muachung Hotdeal Cungmua Cucre Others Nhommua Others 24% 29% Muachung Cucre 16% 9% Cungmua Hotdeal 10% 11%
  5. 5. Share by Listed Deals (HCM) Share by Listed Deals (HCM) Nhommua Hotdeal Cungmua Zing Deal Muachung Others Nhommua 16% Hotdeal Others 13% 49% Cungmua 11% Zing Deal Muachung 6% 5%
  6. 6. Share by Markets SGN HAN VNM (Others) Share by Markets VNM (Others) 3% HAN 23% SGN 74%
  7. 7. Share by Categories Share by Categories Food & Beverage Beauty & Health Spa Fashion Entertainment Education Tourism 6% Others Electronics & Computers Electronics & Computers Entertainment 7% Others Food & Beverage 7% 26% Tourism 7% Education 8% Beauty & Health 16% Fashion 10% Spa 12%
  8. 8. Unique Visitors Website Traffic by Regional Unique Visitors (Source: Google Ad Planner)Nhommua.com 930,000 Muachung.vn 820,000 Hotdeal.vn 690,000 Cucre.vn 470,000 Dienmay.com 350,000Cungmua.com 290,000 Deal.zing.vn 220,000 51deal.vn 120,000 Everyday.vn 110,000 0 250,000 500,000 750,000 1,000,000
  9. 9. Share by Deal Discount Rate Share by Deal Discount Rate Less than 30% 30-50% 50-70% 70-90% more than 90% 2% 6% Discount)Rate)Distribu/on) 2000" 1800" 15% 1600" 1400" 1200" 1000" 45% 800" 600" 400" 200" 32% 0" 0" 0.2" 0.4" 0.6" 0.8" 1" 1.2"
  10. 10. Share by Purchased Price and Original Price Share$by$Purchased$Price$ 6%$ AVERAGE MEDIAN less$than$100,000$ 5%$ Original Price 1,261,961 260,000 100,000$<$300,000$ 7%$ Discounted 300,931 100,000 300,000$<$500,000$ Price 48%$ 500,000$<$1000,000$ Discount Rate 57% 52% more$than$1,000,000$ 34%$ Share$by$Original$Price$ less$than$500,000$ 2%$ 1%$ 500,000$;$1,000,000$ 1,000,000$;$5,000,000$ 5,000,000$;$10,000,000$ 17%$ more$than$10,000,000$ 13%$ 67%$
  11. 11. Total Sales, Customers and Listed Deals (Sep 10 -Nov 11) (Estimated) Sales (x 100,000 VND) Customers Listed Deals The Estimation of Total Sales, Customers and Listed Deals (Sep 10 - Nov 11)3,000,000 1,350 1,400 1,1462,250,000 1,050 844 1,821,000 1,675,0001,500,000 700 461 916,000 750,000 350 516,371 2,028,951 1,353,338 60,692 0 100,000 0 Muachung Nhommua Hotdeal Cucre
  12. 12. Sales Sep 10 - Nov 11 Sales (Billion in VND) Muachung40 Nhommua Hotdeal Cucre3020100Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11
  13. 13. Deal Purchasers Sep 10 - Nov 11 Deal Purchasers Muachung300,000 Nhommua Hotdeal Cucre225,000150,000 75,000 0 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11
  14. 14. Listed Deals Sep 10 - Nov 11 Listed Deals Muachung Nhommua Hotdeal Cucre300225150 75 0 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11
  15. 15. Value of a Deal Purchaser Muachung Nhommua Hotdeal Cucre Value of a Deal Purchaser (VND) 177,573 82,569 134,557 165,8050 45,000 90,000 135,000 180,000
  16. 16. Comparison of Average figures Buyers per Deals Average Original Price Average Sales Price Average Discount Rate Unadjusted Adjusted Unadjusted Adjusted Unadjusted Adjusted Unadjusted AdjustedMuachung 383 417 619,097 608,052 307,063 294,820 48.63% 48.76%Nhommua 2,404 1,737 3,261,164 465,771 151,935 154,810 61% 60%Hotdeal 1,181 1,000 1,531,321 840,485 262,315 263,201 61.48% 61.32%Vndoan 796 642 817,465 701,792 268,732 275,637 41% 41.82%Cucre 132 133 486,867 489,351 220,356 221,300 51.59% 51.48%
  17. 17. Correlation Testing• Testing correlation between Buyers per Deal and Purchased Price of a Deal using Spearman correlation test p value Spearmans R statisticALL SITES < 0.001 -0.344Muachung < 0.001 -0.289 high susceptibility to error and biasVndoan 0.026 -0.067Cucre < 0.001 -0.184Nhommua < 0.001 -0.202Hotdeal < 0.001 -0.412 adjustedALL SITES < 0.001 -0.417(excl.Vndoan)
  18. 18. Payment OptionsCash on DeliveryPayment at OfficeBank Transfer coming soonCredit Card (VISA, via Paypal via OnePayMaster)Paypal Support?E-Wallet Payoo ViMuaChung Mobivi, NganluongDomestic ATM Card Smartlink via OnePayMobile TopUp or SMS Vinaphone, Mobifone via Tichluydiem.comPayPoints System Gold via Tichluydiem.comDiscount Card InCardE-Coupon (SMS, Email,Mobile)Paper CouponMobile Apps 50d added to ViMuaChungInstant Rebate! (Loantin service)
  19. 19. Payment OptionsCash on Delivery Cash at checking billPayment at OfficeBank TransferCredit Card (VISA, ? via OnePayMaster)Paypal Support?E-WalletDomestic ATM Card via Baokim via OnePayMobile TopUp or SMS Vinaphone, Mobifone via Vinaphone, Mobifone, Vietel Zing CardPay MobibankPoints SystemDiscount CardE-Coupon (SMS, Email,Mobile)Paper CouponMobile AppsInstant Rebate!
  20. 20. Market Opportunities• Trust in online media forms - 79% of VNM consumers influenced by ads on social media websites - 82% of VNM consumers believe targeted advertising makes the content more relevant to them• VNM has highest promotion sensitivity in Asia at 87% - “Value for Money”• High-growth in Retailing & FMCG marketSoutheast Asia Trust in Advertising, Aug 2011, NielsenShopper Trends 2011, NielsenNielsen Retail Report, Aug 2011
  21. 21. Market Opportunities• 17 mln. young new consumers in the next 10 years• 18 mln. current urban consumers in middle & BOP class• More mature, wealthier, and more savvy consumer base• The wealthy income class has increased by 33%, while the middle class in urban Vietnam has doubled in two yearsVN GSO and TNS Viet Cycle, TNS analysis
  22. 22. Market OpportunitiesVietnamese consumer spending trends in 2011, TNS
  23. 23. Market OpportunitiesEuromonitor, 2011

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