Mini store such as Miniso or Mumuso is on the increase mainly at the cities such as Ho Chi Minh and Hanoi. This survey was conducted to find out users’ motivations to use these stores as well as the recognition of the main brands. The survey was conducted to about 600 male and female among 20 – 39 years old in HCMC & Hanoi.

1. Q&Me is online market research provided by Asia Plus Inc.
Research of Mini Store in Vietnam
Asia Plus Inc.

2. Survey objective
Mini store such as Miniso or Mumuso is on
the increase mainly at the cities such as Ho
Chi Minh and Hanoi.
This survey was conducted to find out users’
motivations to use these stores as well as
the recognition of the main brands.
The survey was conducted to about 600
male and female among 20 – 39 years old in
HCMC & Hanoi.

3. Highlight

4. Popular mini stores in Vietnam (as of Nov, 2018)
URL: https://minisovietnam.vn/
# of stores: 41
Facebook followers: 423,218
URL: http://ilahui.vn/
# of stores: 34
Facebook followers:219,238
URL: https://mumuso.com.vn/
# of stores: 23
Facebook followers: 180,300
URL: http://moji.vn/
# of stores: 11
Facebook followers: 768,519
URL: http://yoyoso.vn/
# of stores: 5
Facebook followers: 3844
URL: https://daisovietnam.vom
# of stores: 15
Facebook followers: 3,232

5. Brand Awareness
Daiso and Miniso are recognized nearly 70% of the audience
43%
37%
27% 22% 19% 19%
29%
32%
32%
31%
30% 25%
28% 31%
41%
47% 51% 56%
Daiso Miniso Mumuso Moji Ilahui Yoyoso
Visited Recognized Not recognized

6. Usage behaviours
Household
items
Cosmetic /
Beauty
Fashion items Digital /
Electronic
accessories
Stationeries
Purchased products
67%
49%
40% 39% 36%
Affordable Good variety New Good qualityGood design
Store images
2%
15%
31%
33%
13%
6%
Shopping amount
less than 50,000 VND
50,001~100,000 VND
100,001~200,000 VND
200,001~500,000 VND
500,001~1,000,000 VND
more than 1,000,000 VND
59% 58%
45%
41%
Internet Facebook Found stores
when walking by
Friends /
Relatives
Information source

7. Country association
Most stores are federated with Japan or Korea image, due to their strong brand
communications
82%
45%
26% 26%
56%
29%
12%
32%
48% 48%
17%
52%
2%
18%
17% 17%
3%
6%
4%
4% 4%
19% 5%
6% 6% 5%
13%
Daiso Miniso Mumuso Ilahui Moji Yoyoso
Others
VIetnam
China
Korea
Japan

8. Detail

9. Brand recognition
Daiso, Miniso and Mumuso are the stores with highest brand recognition
Q. Do you know about the store below?
72%
70%
48%
59%
53%
44%
69%
63%
45%
57%
50%
47%
74% 76%
52%
61%
56%
41%
72% 70%
48%
61%
54%
42%
72%
68%
50%
56%
52%
48%
Daiso Miniso ilahui Mumuso Moji Yoyoso
total male female 20-29 30-39

10. Information source
Q. How did you know about the mini stores? (Among those who knows them only)
The stores are known via online the most as well as word of mouth
Internet Facebook
Found stores
when walking by
Friends /
Relatives
TV Magazine Newspaper
Total 59% 58% 45% 41% 22% 17% 15%
Male 69% 62% 39% 34% 24% 17% 14%
Female 51% 55% 50% 47% 21% 18% 16%
20-29 62% 62% 47% 38% 22% 17% 14%
30-39 52% 51% 41% 47% 24% 17% 19%

11. Store popularity
Daiso Miniso Mumuso Moji Yoyoso Ilahui
Total 37% 27% 13% 10% 8% 5%
Male 38% 22% 13% 10% 12% 4%
Female 36% 31% 14% 9% 5% 5%
20-29 31% 34% 15% 10% 5% 5%
30-39 46% 26% 10% 7% 6% 6%
Daiso is most popular followed by Miniso and Mumuso
Q. Which store do you use more often? (Among those who knows them only)

12. Mini store images
Good mixes of “affordability”, “variety” and “newness”.
Q. Overall, what image do you have to the mini stores? (Among those who knows them only)
Affordable Good variety New Good quality Good design
Trustful
products
Fashionable Innovative Luxurious
total 67% 49% 40% 39% 36% 29% 29% 27% 20%
male 69% 49% 37% 47% 34% 31% 33% 26% 21%
female 65% 50% 43% 32% 39% 27% 25% 28% 19%
20-29 66% 50% 44% 37% 38% 32% 30% 28% 22%
30-39 68% 48% 32% 43% 33% 23% 26% 26% 15%

13. Purchase product
Q. What are the categories that you buy in the stores? (Among those who knows them only)
Household
items
Cosmetic /
Beauty
Fashion items
Digital /
Electronic items
Stationeries Bath & Toiletry
Toys / Party
goods
Kitchen &
Dining items
Foods /
Beverages
total 45% 41% 41% 35% 34% 34% 27% 24% 23%
male 43% 34% 39% 41% 29% 33% 28% 26% 27%
female 47% 47% 42% 30% 39% 34% 26% 22% 21%
20-29 48% 42% 38% 36% 37% 34% 24% 25% 24%
30-39 38% 40% 45% 33% 29% 34% 33% 22% 21%
Household items and beauty products are popular

14. Store usage frequency (users)
Those who visit the store 2-3 times / month are the most
Q. How often do you use the mini stores? (Among those who use them only)
More than once / week Once / week 2-3 times / month Once / month Less than once / month
Total 10% 19% 31% 19% 21%
Male 12% 23% 27% 21% 17%
Female 9% 15% 35% 18% 23%
20-29 10% 18% 30% 20% 22%
30-39 11% 21% 33% 17% 18%

15. Spending amount per shopping (users)
Half of the purchase are less than 200,000 VND and below
Q. How much money do you spend at once in the store? (Among those who use them only)
less than 50,000
VND
50,001~100,000
VND
100,001~200,000
VND
200,001~500,000
VND
500,001~1,000,000
VND
more than 1,000,000
VND
total 2% 15% 31% 33% 13% 6%
male 3% 13% 29% 30% 16% 9%
female 1% 16% 33% 35% 10% 5%
20-29 2% 17% 34% 31% 10% 7%
30-39 2% 11% 26% 37% 19% 6%

16. AUDIENCE PROFILE

17. Age
20-29, 67%
30-39,
33%
Respondents profile (N=609)
male,
49%female
, 51%
Hanoi,
49%HCMC,
51%
Gender City

18. Q&Me – About Online Market Research Services

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20. Our advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 400,000 members as of Nov, 2018
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

21. Our advantage – Quick with quality
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several methods providing data with quality
Our quality score by SSI
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.

22. Our quality assurance process
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.

23. Contact Us
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