The Voice of Customer
What do we really know?
[email protected] 20 February 2020
Co-creation
Engagement Inspired
communities consulting
Response to
Asian centricity challenges AdTraction
Innoscope Rapid
deployment
Qualitative
insights
2
All digital data collection
7 offices nationally 600 strong tablet 40,000 online 40 CATI stations
armed field force active panel members
400 m sq.
4 group rooms Cimigo Onmobile Cimigo MROC
CLT space
native app community platform
Cimigo is the leading independent data collection agency in Vietnam. Cimigo has interviewed
950,000 consumers, 700,000 retailers and 30,000 healthcare professionals in the past 24 months.
Let us bring our unrivalled resources to bear on your projects in Vietnam.
3
How much bigger is the urban population of HCMC over Hanoi?
140%
180%
Hanoi HCM
In 2019 there were 96.2 million people in Vietnam.
Vietnamese woman bear 2.09 children, but only 1.36 in HCMC.
Hanoi urban population has 3,962,927 people. HCHC urban population has 7,127,364 people.
Source: GSO, Cimigo 4
Vietnam’s fastest growing segments?
0-12 years and Rural 50+ and Urban
Source: GSO, Cimigo
5
Which country is the most interconnected for trade globally?
Interconnected global trade is defined as imports plus exports as a % of GDP. Vietnam is at 200%.
For SARS in 2003 and H1N1 (Swine) in 2009 Vietnam was far less interconnected.
Source: GSO, WEF, Cimigo 6
Which is growing at the fastest rate?
8,900 per day 885 per day
8,900 motorbikes sold per day in 2019. A 4% decline.
885 cars sold per day in 2019. A 46% increase.
Cimigo estimate that zero tolerance alcohol driving laws and media coverage, will cut alcohol sales by
17% in 2020 as the volume was highest just before TET. Sales will recover to 2019 levels in 2021.
Source: VMA, VAA, Cimigo
7
How many households are now middle class?
Monthly household income of =>15,000,000
20% 44%
Households with an income of =>10,000,000 now represent 44% of households.
Households with an income of =>15,000,000 now represent 20% of households
There are 27,488,281 households in Vietnam.
Source: GSO, Cimigo
8
Internet economy at US$12 billion – who takes most share?
31% 38% 23% 8%
Internet economy
Online travel Online Ads, media, Ride hailing
US$12 billion
shopping games
4.2% of GDP
US$3 billon in 2015 and
1.7% of GDP.
Source: GSO, Temasek, Google, Cimigo
9
Who made the most profit in 2018?
Real question is who lost the least?
2018 losses: Shopee -1,901 Ty VND, Lazada -1,773 Ty VND, Tiki -756 Ty VND, Sendo -701 Ty VND
Source: CAFEF 10
Who is winning the fintech battle, so far….?
Real question is who lost the least?
2018 losses: Momo -1,000 Ty VND, ZaloPay -177 Ty VND
Source: Hanoi Times, Cimigo
11
Who added the most stores in 2019?
2,287 minimarts 964 minimarts 400 minimarts
120 supermarkets 0 supermarkets 122 supermarkets
vs. 2018
644 new stores 556 new stores 184 new stores
Source: Cimigo
12
Who has the higher click through rate for display ads?
0.35% 0.89%
Source: Google and Facebook
13
Which took more screen time per day?
Social TV/Video
2h32m 2h31m
(any device) (any delivery/device)
Source: We Are Social
14
Which were there more of?
Foreign air Domestic Vietnamese
passengers air passengers
42 million 74 million
(up 14% over 2018) (up 11% over 2018)
Source: ACV
15
Unleashed
1.Rapid urbanisation demands ultra convenience.
2.Most interconnected trading nation globally.
3.More women work in Vietnam than anywhere else in region.
4.Middle class acceleration.
5.Internet economy shifts consumer priorities. Internet economy at US$12 billion.
6.Online shopping will surpass modern trade share of sales in 2028.
7.Experience economy if flying.
8.Speed of change – opportunities to leap frog abound.
16
96.2 million US$289 billion US$3,004 Internet economy Retail sales 72 million 64.4 million
GDP 7.02% growth GDP/capita US$12 billion US$163 billion users users
4.12 of GDP 15% growth
What drives Vietnam’s phenomenal success
68% internet 85% smartphone US$3.09 billion 885 new cars 66,000 new 48% banked
National National All advertising per day Apartments National
All Adults 15+ HCMC, HN, DN Adults 18+
Source: 2019 data points. GSO, Global Demographics, Cimigo surveys, VAMA, Savills, Asia Media Partners
17
Thanks for listening! Cimigo.com
The Voice of the Customer
[email protected]
18
