A study was conducted in Thailand to understand the helmet market. Key findings include: Honda, Yamaha and Suzuki were the top brands known. Honda dominated the market with 34% share. Safety certification was the top reason for choosing a brand. Many were unsatisfied with helmet weight. Half spent $5-15 on helmets and 35% used half shell styles. Most bought helmets at shops in their country.

1. STUDY ABOUT HELMET USAGE
IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)
Aug, 2016

2. 1
SCOPE OF WORK
 The survey was conducted to study about helmet market in Vietnam
 Methodology: Online survey
 Fieldwork time: 5 days (10/08/2016 to 15/08/2016)
 Sample size: N = 350
 Geography: Nationwide

3. 2
KEY FINDINGS
• Honda, Yamaha, Suzuki are top 3 most well-known brands
• Point of sale is the most effective channel to leverage brand awareness in Thailand
• Honda dominates Thailand helmet market with 34%, followed by Yamaha with 18%
• 43% choose helmet brand cause it has certification of safety
• 30% unhappy caused their helmets are heavy
• 50% spend from $5,1 - $15 for buying helmet
•35% use haft shell helmet
• 36% users want to buy helmet “made in Japan”
• 66% buy helmet at helmet shops

4. 3
VIETNAM VS. THAILAND
KEY FINDING VIETNAM THAILAND
Most well-known brand Honda, Yamaha, Nón Sơn Honda, Yamaha, Suzuki
Market leader Honda (33%) Honda (34%)
Top criterion Durability (50%) Safety Certification (43%)
Satisfaction level 94% 76%
Need to improve Hard to clean Weight
Spending $5.1 - $15 (60%) $10.1 - $25 (50%)
Popular type Haft Shell Haft Shell
Point of sale Helmet Shops (67%) Helmet Shops (66%)

5. 4
N = 350
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
12%
2%
2%
5%
8%
11%
25%
34%
Others
Job seeker/Retired
Factory Worker
Housewife
Self-employed
Engineer/Doctor/Teacher
Student
Office worker
42%
20%
35%
3%
Over 30
26 - 30
18 - 25
Under 18
40%
60%
Male
Female
61%
39%
Others
Bangkok

6. 5
11%
5%
7%
7%
8%
9%
10%
11%
11%
11%
11%
12%
16%
21%
28%
42%
59%
63%
Others
NOLAN
HJC
RIDER REVO
MASEI
BELL
Nitek
Arai
Bilmola
AGV
X-LITE
REAL
SHOEI
SHARK
Vespa
Suzuki
Yamaha
Honda
Total
9%
2%
7%
10%
7%
9%
7%
13%
13%
13%
10%
16%
24%
25%
25%
46%
57%
58%
Bangkok
13%
6%
7%
6%
8%
8%
12%
9%
9%
9%
11%
10%
11%
18%
30%
40%
61%
66%
Others
HONDA, YAMAHA, SUZUKI ARE TOP 3 MOST WELL-KNOWN BRANDS
Do you know any helmet brands listed below? (by city)
N = 350 N = 136 N = 214

7. 6
12%
1%
3%
5%
6%
8%
7%
9%
7%
5%
7%
9%
19%
18%
24%
31%
52%
50%
Over 30
11%
5%
7%
7%
8%
9%
10%
11%
11%
11%
11%
12%
16%
21%
28%
42%
59%
63%
Others
NOLAN
HJC
RIDER…
MASEI
BELL
Nitek
Arai
Bilmola
AGV
X-LITE
REAL
SHOEI
SHARK
Vespa
Suzuki
Yamaha
Honda
Total
10%
8%
11%
11%
11%
11%
11%
10%
15%
18%
14%
17%
14%
27%
34%
56%
66%
77%
Under 18-25
13%
6%
9%
6%
4%
6%
13%
14%
9%
9%
12%
10%
13%
14%
26%
41%
61%
64%
26-30
HONDA, YAMAHA, SUZUKI ARE TOP 3 MOST WELL-KNOWN BRANDS
ACROSS ALL AGE GROUPS
Do you know any helmet brands listed below? (by age)
N = 350 N = 133 N = 69 N = 148

8. 7
6%
11%
12%
12%
15%
19%
20%
25%
26%
46%
49%
Others
Out of homes
Through promotion persons
Facebook ads
News/ Magazines
Online ads
TV ads
Ecommerce sites
Friends/ relatives recommendation
See other wear this helmet brand
Through selling places
Total
7%
13%
13%
16%
18%
20%
24%
31%
27%
47%
43%
Bangkok
6%
11%
11%
10%
14%
18%
18%
21%
25%
45%
53%
Others
POINT OF SALES AND OTHERS’ USING BEHAVIOR ARE TOP
CHANNELS OF BRAND AWARENESS IN THAILAND
How do you know these helmet brands? (by city)
N = 350 N = 136 N = 214

9. 8
6%
11%
11%
10%
14%
18%
18%
21%
25%
45%
53%
Others
6%
11%
12%
12%
15%
19%
20%
25%
26%
46%
49%
Others
Out of homes
Through promotion persons
Facebook ads
News/ Magazines
Online ads
TV ads
Ecommerce sites
Friends/ relatives recommendation
See other wear this helmet brand
Through selling places
Total
8%
14%
15%
16%
19%
26%
23%
29%
30%
51%
52%
Under 18-25
4%
13%
14%
6%
14%
13%
20%
23%
20%
49%
54%
26-30
How do you know these helmet brands? (by age)
N = 350 N = 133 N = 69 N = 148
POINT OF SALES AND OTHERS’ USING BEHAVIOR ARE TOP
CHANNELS OF BRAND AWARENESS ACROSS ALL AGE GROUPS

10. 9
15%
0%
0%
0%
0%
1%
1%
2%
2%
2%
3%
3%
4%
4%
5%
5%
18%
34%
Others
NOLAN
HJC
MASEI
RIDER REVO
X-LITE
AGV
Nitek
Bilmola
Arai
BELL
Vespa
REAL
SHOEI
SHARK
Suzuki
Yamaha
Honda
Total
16%
0%
1%
0%
1%
1%
1%
1%
4%
3%
4%
4%
5%
6%
3%
7%
18%
25%
Bangkok
14%
0%
0%
0%
0%
1%
1%
3%
1%
2%
2%
2%
4%
3%
6%
4%
18%
39%
Others
HONDA LEADS THAI HELMET MARKET WITH 34% SHARE,
FOLLOWING BY YAMAHA WITH 18%
If you wear helmet on your vehicle, which brand of helmet are you
using the most frequently? (by city)
N = 350 N = 136 N = 214

11. 10
22%
0%
1%
0%
1%
1%
1%
2%
1%
3%
3%
1%
3%
5%
5%
4%
23%
26%
Over 30
15%
0%
0%
0%
0%
1%
1%
2%
2%
2%
3%
3%
4%
4%
5%
5%
18%
34%
Others
NOLAN
HJC
MASEI
RIDER REVO
X-LITE
AGV
Nitek
Bilmola
Arai
BELL
Vespa
REAL
SHOEI
SHARK
Suzuki
Yamaha
Honda
Total
9%
1%
0%
1%
0%
0%
2%
2%
4%
2%
2%
5%
6%
4%
5%
7%
12%
41%
Under 18-25
12%
0%
0%
0%
0%
3%
1%
3%
3%
3%
3%
3%
4%
4%
3%
3%
19%
36%
26-30
HONDA AND YAMAHA ARE TOP CHOICES OF THAI USERS
ACROSS ALL AGE GROUPS
If you wear helmet on your vehicle, which brand of helmet are you
using the most frequently? (by age)
N = 350 N = 133 N = 69 N = 148

12. 11
63%
59%
42%
28%
21%
16%
12%
11% 11% 11% 11% 10% 9% 8% 7% 7%
5%
11%
34%
18%
5%
3%
5% 4% 4%
1% 1% 2% 2% 2% 3%
0% 0% 0% 0%
15%
0%
10%
20%
30%
40%
50%
60%
70%
Awareness
Usage
HONDA HELMET GAINS HIGHEST BRAND AWARENESS
AS WELL AS MARKET SHARE
Which helmet brand do you know?
Which brand of helmet are you using the most frequently?
N = 350

13. 12
6%
14%
19%
20%
22%
24%
27%
27%
33%
35%
36%
41%
41%
43%
Others
Recommendation by friends, relatives
Stylish and fashionable design
Easy to clean
Ventilative, no sweat
Many sizes and fit your head
Famous and reliable brand
To prove myself
Light weight
Feel comfortable when wearing this helmet
High durability
Protect my head well
Affordable price
Be certified about safety standard by prestigious organization
Total
7%
8%
13%
19%
15%
21%
25%
24%
30%
33%
32%
36%
36%
35%
Honda
8%
17%
11%
16%
19%
19%
29%
21%
22%
17%
29%
29%
33%
37%
Yamaha
CERTIFIED SAFETY STANDARD, PRICE AND PROTECTION ABILITY
ARE TOP REASONS FOR CHOOSING A HELMET
Why do you choose this helmet brand?
N = 350 N = 118 N = 63

14. 13
22% 25% 24%
54%
55% 57%
22% 19% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Honda Yamaha
Very satisfied
Satisfied
Normal
Unsatisfied
Very unsatisfied
76% FEEL SATISFIED WITH THEIR CURRENT HELMET BRAND
How do you feel with your current helmet brand?
N = 900 N = 221 N = 176

15. 14
20%
12%
12%
17%
18%
20%
20%
30%
30%
Others
Not durable
Do not protect my head well
Do not fit my head
Do not have stylish and fashionable design
Hard to clean
Feel uncomfortable when wearing this helmet
Do not ventilate well, sweaty
Heavy
Total
19%
7%
9%
20%
26%
18%
26%
30%
31%
Honda
10%
10%
14%
6%
17%
22%
14%
30%
35%
Yamaha
PRODUCER SHOULD IMPROVE HELMET WEIGHT AND VENTILATING
ABILITY TO MAKE THEIR CUSTOMERS HAPPIER
Is there anything that makes you unsatisfied about your
current helmet brand?
N = 900 N = 221 N = 176

16. 15
1% 1% 0% 1%
15% 16%
13% 14%
22%
24%
26% 18%
27%
33%
22%
25%
35%
26%
39% 41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Half Shell
Full helmet
Open face
Street Jet
Other
35% ARE USING HALF SHELL HELMET
Which type of helmet do you use the most frequently?
Under 18 – 25 group prefers full helmet
N = 350 N = 133 N = 69 N = 148

17. 16
35% 32% 29%
39%
11% 14%
10%
9%
18% 19%
26%
13%
36% 35% 35% 39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Yes, made in Japan
Yes, made in US
Yes, made in other countries
No
HELMET MADE IN JAPAN IS THE TOP CHOICE OF THAI USERS
Do you want to buy foreign rooted helmet?
N = 350 N = 133 N = 69 N = 148

18. 17
7%
5%
8%
20%
20%
62%
Over 30
8%
6%
9%
18%
27%
66%
Others
Supermarket
Online
Convenient
stores
Brand stores
Helmet shop
Total
10%
8%
11%
16%
33%
70%
Under 18-25
6%
7%
9%
17%
28%
68%
26-30
66% BUY HELMET AT HELMET SHOPS
Where do you usually buy helmet?
N = 350 N = 133 N = 69 N = 148

19. 18
15%
20%
6%
15%
16% 8%
16%
24%
25%
19% 30%
27%
25%
28% 22%
24%
18%
24% 26%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Under $5
$5.1 - $10
$10.1 - $15
$15.1 - $25
$25.1 - $40
Over $40
50% SPEND $10.1 - $25 ON BUYING HELMET
How much are you willing to spend on a helmet?
15%
6%
15%
8% 10%
22%
38%
16%
6%
10%
18%
27%
27%
16%
25%
22%
31% 25%
21%
20%
19%
25%
29%
23% 32%
25%
20%
22%
18%
35%
20%
17% 17%
11%
5%
1% 2% 1%
Total Under
$227
$227 -
$545
$546 -
$272
$273 -
$1060
$1061 -
$1515
Over
$1515
The higher income, the more spending on each helmet
N = 350 N = 133 N = 69 N = 148 N = 350 N = 49 N = 107 N = 60 N = 52 N = 45 N = 37

20. 19
29%
23%
29%
33%
16%
15%
17%
17%
19%
20%
12%
22%
18%
24% 22%
10%
15% 16% 17% 14%
3% 2% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Under 6 months
6 months - 1 year
1 year - 1.5 year
1.6 year - 2 years
2.1 years - 3 years
Over 3 years
29% CHANGE THEIR HELMETS AFTER OVER 3 YEARS OF USING
How often do you change your helmet?
N = 350 N = 133 N = 69 N = 148

21. 20
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

22. 21
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