Different meaning of "Shop&Go" concept in Vietnam

Different meaning of "Shop&Go" concept in Vietnam

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  June 2015 STUDY ABOUTCONVENIENT STORE CHAIN IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com)
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  1 SCOPE OF WORK The survey was conducted to study about the potential of convenient store chains market in Vietnam  Methodology: Online survey  Fieldwork time: 3 days (05/06/2015 to 07/06/2015)  Sample size: N = 1,073  Geography: 5 key cities • Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho
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  2 KEY FINDINGS • 86%respondents have shopped at convenient stores (CVS) • People often buy bottled water (68%), dairy products (66%) and canned food/instant noodles (62%) at CVS • Family mart (58%) and Coop food (56%) are the most well-known brands in Vietnam • Coop food (21%), Circle K (17%) and Vinmart+ (13%) are leaders of the industry • 60% regard CVS as a gathering place with friends, rather than a Takeaway option • Majority feel satisfied with their chosen CVS and would like CVS offer more promotions, sell more goods at reasonable prices • 60% Vietnamese shop at CVS at least once a week • Nearly half of Vietnamese spend at least $5 per each shopping time
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  3 What is yourage group? N=1073 DEMOGRAPHIC INFORMATION What is your gender? What is your current living place? What is your current occupation? 3% 48% 23% 26% 0% 10% 20% 30% 40% 50% 60% Under18 18-25 26-30 Over 30 32% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% Male Female 21% 2% 2% 3% 17% 56% 0% 10% 20% 30% 40% 50% 60% Other Hai Phong Can Tho Da Nang Ha Noi Ho Chi Minh 4% 5% 5% 5% 8% 9% 31% 33% 0% 10% 20% 30% 40% Job seeker/Retired Housewife Others Factory Worker Self-employed Engineer/Doctor/Teacher Officer Student
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  4 86% VIETNAMESE HAVESHOPPED AT CONVENIENT STORE Have you ever bought things at convenient store? 86% 93% 88% 83% 79% 55% 70% 14% 7% 12% 17% 21% 45% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Ho Chi Minh Ha Noi Can Tho Hai Phong Da Nang Other N = 1073 No Yes Surprisingly, in such big city like Da Nang, there are 45% people have never shopped at convenient stores.
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  5 What do youoften buy at convenient store? PEOPLE OFTEN BUY BOTTLED WATER, DAIRY PRODUCTS AND CANNED FOOD/INSTANT NOODLES AT CONVENIENT STORE 68% 85% 68% 68% 66%66% 65% 66% 68% 62% 74% 64% 55% 63% 50% 70% 48% 48% 53% 67% 41% 42% 45% 42% 48% 37% 47% 49% 41% 34% 44% 67% 43% 34% 43%44% 26% 38% 33% 48% 35% 29% 30% 25% 37% 16% 30% 36% 22% 30% 14% 31% 31% 19% 15% 16% 20% 26% 4% 4% 3% 3% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total Under 18 18-25 26-30 Over 30 N=923 Bottled water Milk products Canned food, instant noodles Confectionery Processed food Cakes Self-care products Household goods Beverages made by staffs Spices Stationery Fruits/vegetables Unprocessed food Cosmestic products Other Under 18 group buy Store-made beverage more than others Store-made Beverage
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  6 58% VIETNAMESE LIKETO BUY AND STAY FOR EATING/ DRINKING, WHICH IS TOTALLY DIFFERENT FROM OTHER COUNTRIES If you buy "processed food" or “beverages”, what do you often do? If you choose "stay there and eat/drink", who do you often go with? Beside being a place for shopping, convenient stores in Vietnam are popular as gathering places with friends/colleagues 20% 80% 0% 20% 40% 60% 80% 100% Go alone Go with friends N=149 Convenient store which have bigger space for gathering will take more competitive advantage 58% 47% 55% 46% 73% 42% 53% 45% 54% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 N=259 Take away Stay there and eat/drink
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  7 FAMILY MART, CO.OPFOOD AND SHOP&GO ARE THE MOST WELL-KNOWN BRANDS IN VIETNAM Which convenient store chain do you know? Circle K is quite popular in Ho Chi Minh city while Vinmart is very strong in Hanoi N=1073 4% 9% 17% 26% 31% 33% 35% 42% 53% 53% 53% 56% 58% 0% 20% 40% 60% Other I don't know any Hapromart Ministop Satrafood 24h Aeon - Citimart B's mart Vinmart + Circle K Shop&Go Co.op food Family mart Total 1% 2% 7% 32% 42% 42% 44% 60% 49% 71% 72% 63% 75% 0% 20% 40% 60% 80% Ho Chi Minh 4% 6% 51% 25% 22% 25% 27% 23% 74% 37% 36% 47% 42% 0% 20% 40% 60% 80% Ha Noi 8% 23% 15% 13% 15% 18% 22% 16% 49% 26% 23% 48% 32% 0% 20% 40% 60% Other
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  8 POINT OF SALES(69%) AND WORDS-OF-MOUTH (40%) ARE THE MAIN SOURCES OF BRAND AWARENESS Why do you know these stores? 69% 83% 66% 43% 40% 39% 40% 41% 23% 18% 34% 28% 19% 36% 23% 20% 14% 31% 25% 19% 16% 28% 19% 16% 14% 22% 15% 5% 5% 5% 5% 1% 2% 2% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total Ho Chi Minh Ha Noi Other N=1073 I see their names on the street Friends/ relatives recommend Web/forum ads Newspaper/Megazines ads TV ads Facebook ads OOH ads Other I don't know any
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  9 COOP FOOD LEADSTHE INDUSTRY WITH 21% MARKET SHARE. FOLLOWING BY CIRCLE K (17%) AND VINMART+ (14%). Which convenient store chain do you buy the most? N=923 1% 2% 2% 3% 3% 4% 9% 10% 13% 14% 17% 21% 0% 20% 40% Ministop Other Satrafood Aeon - Citimart 24h Hapromart B's mart Shop&Go Family mart Vinmart + Circle K Co.op food Total 2% 0% 3% 3% 2% 0% 12% 13% 18% 4% 25% 18% 0% 20% 40% Ho Chi Minh 0% 1% 0% 3% 4% 15% 4% 4% 6% 41% 4% 15% 0% 20% 40% 60% Ha Noi 0% 9% 0% 6% 3% 6% 2% 3% 6% 23% 5% 33% 0% 20% 40% Other
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  10 SURPRISINGLY, ALTHOUGH VINMART+JUST ENTERED INDUSTRY; IT QUICKLY GAINED HIGH AWARENESS & MARKET SHARE Which convenient store chain do you know? Which convenient store chain do you buy the most? 58% 56% 53% 53% 53% 42% 35% 33% 31% 26% 17% 13% 21% 10% 17% 14% 9% 3% 3% 2% 1% 4% 0% 10% 20% 30% 40% 50% 60% 70% N=923 Awareness Usage
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  11 Why do youchoose to buy at this convenient store? VARIETY OF GOODS, WIDE COVERAGE AND REASONABLE PRICE ARE THE MAIN REASONS FOR SHOPPING AT CONVENIENT STORE Shoppers highly appreciate Co.op food for its price, while Circle K is chosen because of its wide coverage. Vinmart+ is strong at high product variety 47% 56% 40% 54% 42% 44% 46% 51% 39% 46% 59% 33% 50% 34% 38% 29% 48% 22% 49% 36% 36% 40% 40% 36% 50% 29% 39% 29% 32% 41% 33% 31%31% 32% 34% 36%35% 29% 26%27% 26% 27% 33% 36% 26% 31% 22%23% 33% 21% 27% 21% 0% 10% 20% 30% 40% 50% 60% 70% Total Co.op food Circle K Vinmart Family mart N=923 Variety of goods Have many stores Reasonable price Open 24/7 Friendly staffs Often have discount program Famous brand Spacious strores Other Easy to gather with friends Bought by many people Good services Vinmart +
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  12 MORE THAN 70%PEOPLE ARE HAPPY WITH THEIR CURRENT CHOSEN CONVENIENT STORE Are you satisfied with this brand? 0% 1% 0% 0% 1% 28% 26% 28% 24% 26% 54% 63% 48% 58% 56% 18% 10% 24% 17% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Circle K Co.op food Vinmart Family mart N=923 Totally satisfied Satisfied Neutral Not satisfied Not satisfied at all Co.op food received highest satisfaction level Vinmart +
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  13 PEOPLE WOULD LIKECONVENIENT STORES OFFER MORE PROMOTION, SELL MORE GOODS WITH REASONABLE PRICE In your opinion, what's thing this convenient store has to improve ? 56% 58% 58% 53% 57% 52% 49% 49% 52% 49% 47% 51% 38% 46% 40% 53% 42% 49% 41% 51% 36% 36% 34% 35% 34% 31%29% 32% 28% 31% 23% 28% 35% 23% 31% 28% 20%24% 26% 26% 28% 15% 5% 5% 3% 6% 4% 0% 10% 20% 30% 40% 50% 60% 70% Total Co.op food Circle K Vinmart Family mart N=923 Discount program Price More goods More diversified menu More space in the store More stores Other Clean the store The attitude of staffs Delivery services Nothing needs to be improved More diversified menu Vinmart + Discount/promotion Reasonable price Reasonable pricing
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  14 How often doyou buy things at this convenient store ? 60% VIETNAMESE SHOP AT CONVENIENT STORE AT LEAST ONCE A WEEK 9% 15% 11% 8% 6% 29% 33% 30% 24% 35% 22% 15% 20% 26% 21% 19% 4% 20% 19% 17% 8% 6% 10% 10% 5% 15% 5% 6% 4%2% 11% 2% 1% 3% 6% 7% 7% 6% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 N=923 I don't remember Over 3 months/once 2-3 months/once Once/month 2-3 times/ month Once/week 2-3 times/week Over 3 times/week
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  15 How much onaverage do you pay for each time buying at convenient store? NEARLY HALF OF VIETNAMESE SPEND AT LEAST $5 FOR EACH TIME SHOPPING AT CONVENIENT STORE Shoppers spend more when shopping at Co.op Food and Vinmart+ 3% 4% 1% 2% 4% 18% 31% 7% 5% 28% 16% 21% 10% 11% 22%17% 16% 15% 14% 21%23% 15% 30% 28% 13%12% 5% 19% 19% 5%11% 4% 17% 20% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Circle K Co.op food Vinmart Family mart Over $14 From $9.5 - $14 From $5 - $9.5 From $3 - $5 From $2 - $3 From $1 - $2 Under $1 I don't remember 2% 0% 2% 1% 3% 18% 30% 24% 10% 10% 16% 19% 20% 12% 9% 17% 7% 19% 16% 14% 23% 33% 20% 27% 25% 12% 4% 7% 16% 18% 11% 4% 5% 15% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Over $14 From $9.5 - $14 From $5 - $9.5 From $3 - $5 From $2 - $3 From $1 - $2 Under $1 I don't remember N = 923 Vinmart + Older groups tend to spend more
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  16 If you haveto choose only one place to buy things, what is it? SUPERMARET IS STILL THE FIRST CHOICE OF VIETNAMESE FOR SHOPPING 4% 6% 35% 55% 0% 10% 20% 30% 40% 50% 60% Market Grocery stores Convenient stores Supermarket N=923 Convenient store chain is very potential business since there are more than 1/3 shoppers choose to buy at these stores instead of other traditional places Wet market
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  17 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
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  18 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
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