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Bcg google press event. english

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[Nghiên cứu] Thống kê hành vi, sức mua của người tiêu dùng Việt Nam

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Bcg google press event. english

  1. 1. BCG_Google_Digital_Consumer_in_Vietnam.pptx 1Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. Agenda Vietnam's recent economic growth and rise of MAC's Digital consumer engagement and implications for marketers
  2. 2. BCG_Google_Digital_Consumer_in_Vietnam.pptx 2Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. Vietnam is defying emerging market slowdown 5.2 6.0 7.3 5.55.4 5.6 2.8 4.7 6.0 5.0 0.9 6.0 6.7 4.7 2.8 2.8 7.3 6.7 8.4 7.1 8.7 6.1 8.5 5.8 0 2 4 6 8 10 IndonesiaMyanmar Real GDP YoY Growth Rate (%) Thailand Malaysia PhilippinesVietnam 2012 2014 2015E2013 Note: 2015 GDP Growth figures for Indonesia, Thailand, Malaysia, and Philippines are estimates from World Bank Source: EIU; World Bank Data
  3. 3. BCG_Google_Digital_Consumer_in_Vietnam.pptx 3Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. Vietnam experienced consistent growth for the past 20 years Note: 2015 GDP Growth figures for Thailand and Myanmar are estimates from World Bank Source: EIU; World Bank data; Press search (20) (10) 0 10 20 999897969594 15141312111009080706050403020100 Real GDP Growth (%) 4.7 6.9 9.5 ThailandVietnam Myanmar ASEAN Economic Community and Trans-Pacific Partnership Agreement signed
  4. 4. BCG_Google_Digital_Consumer_in_Vietnam.pptx 4Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. Consumer economy has high potential 250500 248 66 51 89 Myanmar Indonesia Thailand Vietnam 0.9% 1.0% 0.9% 0.4% Population CAGR ('12-'20) 2012 Population (M) 1. In 2005 USD 2. In 2012 USD 3. Annual disposable income per cap Note: 2012 Exchange rates used: 1USD=31.09THB; 854.6MMK, 20,862VND; 9645.3761IDR. 1961-2001 Myint (official govt estimates); 2002-2010: IMF; 2011 onwards: EIU. We use IMF estimates for 2002-2010 due to IMF's concerns over the accuracy of reported GDP numbers during that time period Source: BCG CCI models, EIU; Euromonitor 80100 79 14 5 12 8.0% 13% 8.3% 5.2% MAC Population CAGR ('12-'20) 2012 MAC Population (M) 5,0000 2,576 3,439 773 1,435 2012 Annual Income per capita (USD) 2 7.4% 6.7% 4.6% 6.3% Income per capita CAGR ('12-'20) ...with a rapidly growing MAC population... Vietnam: Second largest country... ...and a growing wallet size
  5. 5. BCG_Google_Digital_Consumer_in_Vietnam.pptx 5Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. What you should know about Vietnam's Middle and Affluent Consumers (MAC) They will grow 1.7X in size by 2020 They will drive spending on comfort and lifestyle products They will disperse rapidly from key provinces They will lead evolution into the digital era They will lead a shift towards modern trade
  6. 6. BCG_Google_Digital_Consumer_in_Vietnam.pptx 6Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. 10.2 22.5 16.2 20.8 26.4 4.6 28.0 17.9 25.3 14.1 We expect Vietnam's MAC to grow 1.7x by 2020! 20152020 Poor Aspirant Emerging Established Affluent 1. MAC (Middle Income & Affluent Consumers) defined as Established + Affluent for Myanmar & Vietnam, and Emerging + Established + Affluent in Indonesia, Thailand, Philippines & Malaysia Source: BCG CCI models; BCG analysis = Total MAC1 Poor Aspirant Emerging Established Affluent 2015-2020 MAC CAGR 110.1 49.1 52.4 31.0 13.2 76.2 50.5 68.2 49.3 23.4 12.5 18.1 16.1 7.2 1.3 16.6 16.8 13.2 4.9 0.9 40.5 26.4 23.8 7.4 2.0 34.3 27.2 31.2 12.1 4.2 12.4 13.1 24.7 7.4 9.2 10.5 28.4 8.2 11.2 10.5 14.7 3.9 5.0 3.4 3.6 3.5 2.7 16.2 6.3 4.3 11.8% Vietnam 97M 141M 7.8% Indonesia 7.8% Myanmar Philippines 33M 47M 7.4% 40M 49M 4.1% Thailand 19M 6M 33M 9M Malaysia 23M 27M 3.0%
  7. 7. BCG_Google_Digital_Consumer_in_Vietnam.pptx 7Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. MACNon-MAC 0 20 40 60 80 100 % of respondents MACNon-MAC MACNon-MAC 0 20 40 60 80 100 % of respondents 0 20 40 60 80 100 % of respondents MAC consumers will upgrade to adopt comfort and lifestyle consumer durables From basic needs... ...to comfort... ...to lifestyle Refrigerator Washing machine Motorcycle Air conditioner Laptop/PC Smartphone Microwave Car Note: Urban data Source: BCG Indochina consumer survey, BCG analysis
  8. 8. BCG_Google_Digital_Consumer_in_Vietnam.pptx 8Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. Agenda Vietnam's recent economic growth and rise of MAC's Digital consumer engagement and implications for marketers
  9. 9. BCG_Google_Digital_Consumer_in_Vietnam.pptx 9Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. The Vietnamese consumer goods market is attractive and offers significant future promise •  Vietnamese are the most optimistic people in the world and most willing to spend •  Annual GDP growth of 6%+ put Vietnam among the leaders in developing nations •  Personal wealth is growing rapidly
  10. 10. BCG_Google_Digital_Consumer_in_Vietnam.pptx 10Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. Vietnam is becoming an online nation, internet penetration is already at 53 percent and is rising fast •  Vietnamese are taking advantage of low data prices and highly competitive smart phone markets •  3/4G mobile broadband targeted to cover 95% of households by 2020 •  Speed of mobile internet already 1.5 to 3 times faster than those in some regional peers 25 61 36 71 3435 39 69 56 84 59 53 0 20 40 60 80 100 Number of internet users per 100 population Philippi nes Singap ore Indone sia Vietn am Thaila nd Malay sia 2011 2015
  11. 11. BCG_Google_Digital_Consumer_in_Vietnam.pptx 11Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. Digital eco-system driven by videos, social media, and music continuous to drive engagement and screen time •  Local media creators flourish on YouTube and local websites •  Vietnamese publishers like VTV, THVL, Yeah1, and others have made huge strides over the last year •  Slow but steady shift from network TV observed
  12. 12. BCG_Google_Digital_Consumer_in_Vietnam.pptx 12Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. Vietnam experiencing disruptive growth in e-commerce sales •  Recent E-conomy report from Temasek and Google shows Vietnam e-commerce sales moving from 0.4 Bn USD to 7.5 Bn by 2025 •  Digital sales are still low, but digitally influenced sales are high and growing •  Vietnamese consumers are increasingly turning online to find ideas for purchases, research products and brands, check product availability, etc.
  13. 13. BCG_Google_Digital_Consumer_in_Vietnam.pptx 13Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. Online households account for almost 70% of all FMCG spends in Vietnam •  Connected households are younger, larger, and more affluent •  Digitally connected households are not restricted to urban centers – close to half of rural households are already connected •  Total spend on digital ranges from 0-25% across everyday categories, 2.5-3x lower than the value of contribution from online households 0% 20% 40% 60% 80% 100% Population FMCG $ Diapers $ Offline HH Online HH 53% 47% 33% 67% 83% 17%
  14. 14. BCG_Google_Digital_Consumer_in_Vietnam.pptx 14Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. Consumer companies that believe digital media is "for the future" will see dwindling returns on their marketing investment •  Marketers should see the leveraging of digital as the only way to survive the market changes we are experiencing •  We expect digital advertising spend to triple by 2021 •  Moderating spend growth with a scientific basis will be critical – e.g. online investment needed in a noodles brand vs. diapers is quite different
  15. 15. BCG_Google_Digital_Consumer_in_Vietnam.pptx 15Draft—for discussion only Copyright©2016byTheBostonConsultingGroup,Inc.Allrightsreserved. As companies adapt to digital reality we believe there is a set of questions that should guide them •  Is there a scientific basis for how much of your spend is online versus offline? Is it tailored to the category and consumer? •  Do you have a deep understanding of the path to purchase for the consumer (where they research, what influences their preferences and ultimate choices)? •  Does focus on digital allow significantly higher reach in your most valued segments? •  What skills do we need to build within our functional teams to support this change? •  How do you operationalize these choices – How would you approach a media plan today if you had never engaged in such planning in the past? Reaching fact based answers to questions like that will help to build a foundation for a digital marketing strategy that takes full advantage of Vietnam's digital revolution
  16. 16. Thank you bcg.com | bcgperspectives.com

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