There is no real "Shop&Go" concept in Vietnam. Find more at: http://www.di-onlinesurvey.com/

1. June 2015
STUDY ABOUT CONVENIENT STORE
CHAIN IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 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

3. 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

4. 3
What is your age 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

5. 4
86% VIETNAMESE HAVE SHOPPED 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.

6. 5
What do you often 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

7. 6
58% VIETNAMESE LIKE TO 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

8. 7
FAMILY MART, CO.OP FOOD 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

9. 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

10. 9
COOP FOOD LEADS THE 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

11. 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

12. 11
Why do you choose 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 +

13. 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 +

14. 13
PEOPLE WOULD LIKE CONVENIENT 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

15. 14
How often do you 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

16. 15
How much on average 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

17. 16
If you have to 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

18. 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

19. 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

20. 19