Xu hướng tiêu dùng Việt Nam Tết 2023 - Nghiên cứu thị trường Việt Nam

Người tiêu dùng Việt Nam lạc quan về Tết 2023

Tết Nguyên Đán là ngày lễ quan trọng nhất ở Việt Nam và là thời điểm đón mừng xuân đến, sự bắt đầu của năm âm lịch và mong chờ về những điều may mắn cho năm mới. Là dịp để gia đình đoàn viên và hy vọng những điều tốt lành về sức khoẻ, hạnh phúc và giàu sang.

Đối với đọc giả người nước ngoài chưa biết nhiều về Tết Âm Lịch, người Việt Nam lớn tuổi trên 60 có quan điểm coi ngày Tết cũng là ngày mình thêm tuổi mới. Thế hệ này trước đây thường ít có điều kiện để tổ chức một bữa tiệc sinh nhật riêng cho bản thân, do đó sinh nhật cũng ít được quan tâm hơn. Hầu hết trẻ em đều được xem là một tuổi ngay khi vừa ra đời và ngày thêm tuổi mới tiếp theo chính là Ngày Tết sắp tới. Do đó, Tết là một ngày lễ lớn của quốc gia; thậm chí lớn hơn cả sinh nhật, Lễ Tạ Ơn và Giáng Sinh cộng lại.

Hiểu biết về Tết và các tập tục văn hóa cũng như lễ nghi xoay quanh ngày Tết là rất quan trọng với các bộ phận tiếp thị tại các công ty. Xem thêm báo cáo liên quan đến văn hoá Tết và các hoạt động tiếp thị tại www.cimigo.com, cụ thể;

Các bà mẹ và Tết

Giới trẻ và Tết

Tết Nguyên Đán và các sản phẩm đóng gói

Việc đón Tết và mong muốn đổi mới trong năm mới có tác động to lớn đến doanh số của nhiều mặt hàng đóng gói tại Việt Nam và còn hơn thế nữa. Tết là dịp để tặng quà cho những người mà họ mong muốn bày tỏ sự tôn trọng (trong cả gia đình và doanh nghiệp) và cũng là dịp để tận hưởng khoảng thời gian khi ở nhà với đại gia đình và khách khứa ghé thăm.

Với nhiều công ty hàng tiêu dùng, thành bại trong dịp Tết sẽ quyết định doanh thu cả năm. Các thương hiệu rượu sẽ tăng tới 60% doanh thu hàng năm trong 6 tuần trước Tết. Bia thì tăng đến 30% và các sản phẩm liên quan đến Tết như nước ngọt, bánh quy và kẹo cũng sẽ tăng đột biến.

Cả cá nhân và hộ gia đình đều có sự đổi mới khi đón Tết, và điều đó giúp thúc đẩy doanh số cao hơn ở các mặt hàng chăm sóc cá nhân, thời trang, chăm sóc gia đình, đồ gia dụng và vật liệu xây dựng (nhiều người sẽ tu sửa và trang trí nhà cửa đón Tết).

Khảo sát về Tết Việt Nam

Trong báo cáo này, Cimigo tìm hiểu những mong muốn cho dịp Tết sắp tới (Mùng 1 Tết Âm Lịch là ngày 22 tháng 1 năm 2023). Năm tiếp theo là Quý Mão với hình ảnh đại diện là con mèo.

557 người tiêu dùng đã tham gia khảo sát trực tuyến. Người tham gia gồm cả nam và nữ trong độ tuổi 18 đến 45, sống và làm việc ở Hồ Chí Minh, Hà Nội và Đà Nẵng. Cimigo đã thực hiện một cuộc khảo sát trực tuyến trong Cộng đồng trực truyến của Cimigo để tìm hiểu về:

Động lực và kỳ vọng về thu nhập hộ gia đình và cá nhân.
Kỳ vọng của người tiêu dùng về chi tiêu và hành vi mua sắm dịp Tết.

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Tâm lý lạc quan về Tết của người tiêu dùng Việt Nam

Người tiêu dùng mong rằng thu nhập và chất lượng sống sẽ cải thiện trong 6 tháng tiếp theo. Nhiều người kỳ vọng sẽ được nhận thưởng hơn so với năm ngoái và đa số đều mong có thưởng Tết cao hơn.

Khoản chi tiêu bổ sung trong thời gian trước Tết dự kiến gần bằng mức chi tiêu trung bình 1 tháng ở mức 6,790,000 VND (266 USD) và đối với hộ gia đình có thu nhập cao hơn 15,000,000 VND trở lên, khoảng chi tiêu cho Tết sẽ cao hơn bình thường khoảng 11,749,000 VND (461 USD).

Siêu thị và chợ truyền thống là các kênh mua sắm chủ yếu cho ngày Tết.

Ngoài ra, kênh trực tuyến mang đến sự mua sắm hiệu quả hơn cho các sản phẩm chăm sóc cá nhân so với các sản phẩm khác.

Người tiêu dùng Việt Nam lạc quan cao về Tết 2023 và mong muốn chi tiêu nhiều hơn cho việc đi lại và mua sắm, đặc biệt là các mặt hàng lâu bền như điện thoại di động, xe máy và các thiết bị gia dụng.

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Các thương hiệu được liên tưởng với ngày Tết

Coca-Cola (nước ngọt có ga) and Kinh Đô (bánh quy) là các thương hiệu được liên tưởng đến Tết. Các chủ đề về gia đình sum họp, chia sẻ yêu thương và động lực để thành công trong năm mới là những chủ đề chạm và trái tim của người tiêu dùng trong các quảng cáo Tết.

Tải báo cáo

Cập nhật doanh thu bán lẻ thực tế vào tháng 3/2023:
Doanh thu bán lẻ sau Tết tăng trưởng 27% so với năm 2019

So sánh với doanh thu năm 2019, giai đoạn trước dịch COVID, doanh thu bán lẻ hàng hoá tăng 31%, đạt khoảng 51 tỉ USD (tương đương 1,185,826 tỉ VND). Doanh thu du lịch, dịch vụ tăng 15%, đạt khoảng 14 tỉ USD (tương đương 324,149 tỉ VND). Doanh thu bán lẻ hàng hoá và dịch vụ ở Việt Nam sau Tết tăng 27% so với năm 2019.

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Xu hướng tiêu dùng tại Việt Nam 2024 Xu hướng tiêu dùng tại Việt Nam 2024 chỉ

Minh Thu - Consumer Market Insights Manager

Working with Cimigo has been incredibly rewarding. Their exceptional service and unwavering commitment to excellence have been truly impressive. Together, we've successfully completed projects ranging from fabric care like detergents and fabric softener to home essentials like floor cleaner and dishwashing liquid in both urban and rural settings, showcasing Cimigo's versatility and dedication to reaching diverse markets. Thanks to Cimigo's dedication and expertise, we secured a major project with our client last year. I'm grateful for our partnership and excited for future collaborations.

Travis Mitchell - Executive Director

Cimigo has been an excellent partner for AmCham. They provided insightful feedback during the planning phase of our project and offered suggestions to ensure that we met our goals. Their analysis was comprehensive, thoughtful, and accurate, and I appreciated their customer service skills – I always felt that Cimigo had our best interests at heart. I’m very much looking forward to working with Cimigo again in the near future!

Malcolm Farmer - Managing Director

I have never seen or had support for our business like we have received from Cimigo Vietnam. The depth & understanding of our business shows how well you have studied both Jardines Distribution Inc. and Koppers Performance Chemicals. We, (JDI & KPC), really appreciate the efforts the whole Cimigo team have put into your research. The help to connect potential distributors for both our Industrial and retail products are absolutely on point. I will have no hesitation in recommending Cimigo Vietnam to any company wanting to venture into the Vietnam market.

Hy Vu - Head of Research Department

Cimigo is one of the top research companies in Vietnam that provides very good services and actionable insights. We have the pleasure of working with Cimigo. With extensive knowledge of Vietnamese consumers, Cimigo keeps bringing value to our company. We look forward to working with them in the future.

Joe Nelson - New Zealand Consulate General

The research provided by Cimigo provided our clients with very specific insights into consumer behaviour in Viet Nam. What I liked was the way Cimigo interpreted these insights to develop a clear call to action for our clients, which they are responding to with confidence.

Steve Kretschmer - Executive Director

Cimigo conducted a large, nationally representative demand forecasting study in Vietnam for us, including a discreet choice component, to assess demand for potential new male contraceptives in development to support funding decisions by The Bill & Melinda Gates Foundation. The research was additionally complex by linking interviews with men and separate interviews with their female partners. The Cimigo team was were professional, knowledgeable and adaptive through the process of understanding our needs and collaborating to find solutions that would work, resulting in a very successful study.

York Spencer - Global Marketing Director

I've had the pleasure to work with Richard and Cimigo over many years and across multiple markets. Cimigo was a key partner in our business decision making process including market entry strategy, brand positioning development, shopper insights, brand equity tracking, and consumer need state segmentation development. The Cimigo team are local market experts who understand consumer culture like no other. I would highly recommend them.

Mai Trang - Brand Manager of Romano

Cimigo is the research agency that I appreciate for their expertise and customer service. Cimigo understand well the business context for each of project hence they can design the research to best fit with the objectives. The optimization on methodologies, sample size and questionnaire bring the value to the projects I have worked with them. Cimigo can go beyond data and give me valuable insights for each of research projects based on their knowledge and experience with the industry. All of these support me well to navigate the brand strategy in short term and long term.

Hanh Dang - Product Marketing Manager

We partnered with Cimigo on assessing TET campaign launch focusing on improving booking through our platform. Cimigo, provided its customized campaign evaluation technique based on Cimigo Online Communities that fully meets our requirement in terms of type of respondents and expected timelines. The report provided insightful findings with benchmarks to identify the next course of action for launching the campaign. We will recommend Cimigo team and its Online communities for its quality reporting and scale of coverage.

Max Lee - Project Manager

Cido have worked with Cimigo in Vietnam for more than 10 years. All our projects, both qualitative and quantitative, have been delivered in a timely manner with a high standard of quality throughout. Cimigo’s client service team has provided great support over the years which has ensured smooth project execution and helped us to deliver work on time and exceed our client’s expectations.

Chris Elkin - Founder

I have partnered with Cimigo over the past 15 years. Most recently Cimigo engaged us to collaborate on an unusually tough new product development project, which was akin to selling ice to Eskimos. Cimigo bought alive the consumer, her shopping journey, her cooking rituals and potential brand promises. Cimigo inspired our creative team to build alternate brand propositions and accompanying package designs. Cimigo then went back to consumers to evaluate, iterate and optimise these in focus groups. The Doodle team were able to observe this process and subtly adjust the expression of the brand between focus groups. The result of this great collaboration was a winning brand proposition and packaging design that hit consumer needs head on whilst appealing to their hearts.

Ronald Reagan - Deputy Group Head After Sales & CS Operation

We have worked together with Cimigo many times. The findings from Cimigo are factual, accurate & reliable. They deliver value from the voice of our customer so we can easily determine the next step. Working with Cimigo feels like not only building a partnership but a sense of family. Very amazing to work with Cimigo, they always go beyond our expectations.

Matt Thwaites - Commercial Director

Cimigo designed a customer experience programme for Coats that reached into Vietnamese, Chinese and Korean customers across various levels of seniority. Cimigo instilled the importance of the voice of the customer within our executive committee. This led to fundamental changes in our structure, services and speed to market. Significant investments were made behind these improvement programmes, for example in reducing delivery times and in managing specialised custom orders, which in turn have led to improved revenue streams and higher margin sales.

Dr. Jean-Marcel Guillon - Chief Executive Officer

Cimigo have built and managed both our employee and customer experience programme since 2012. We have a complex suite of services with in-patient, out-patient, surgical, diagnostic, consultative and facilities to account for, all amongst patients who are naturally sensitive regarding their privacy and experience. Yet Cimigo have designed a system to measure customer experience across multiple languages and cultures and direct us in improving this experience. Our net promoter score (NPS) has grown as a direct result of changes implemented based on this direction and continuously listening to patient feedback. The NPS growth correlates directly to new patient numbers and improved profitability, as happier customers drives our business growth.

Rick Reid - Creative Director

As a creative director I have used the services of Cimigo for the past 15 years when developing communications, so I know their style, innovations and resources well. Most recently we tested copy for print, out of home and digital communications to put an Australian colloquialism into a Vietnamese context. A job and budget so small I felt it was highly likely to fall through the cracks. I was astounded at their incredible response. From their advice and style of how we should present the stimulus material, to their cross-reference manoeuvres used in the testing. Their over-delivering response, was to an embarrassing level. We walked away with a clear winner and could present back to our client with confidence and clarity. Cimigo made us look great. Plus they even threw in a few extra insights on the awareness and perception of the product in Vietnam.

Private English Language Schools - Chief Executive Officer

Our relationship with Cimigo goes back many years. We engaged Cimigo to provide an independent view on what our customers and potential customers think of our company. The insights from Cimigo were very helpful for us to better understand the Vietnam market and also in developing our brand manifesto.

Chad Ovel - Partner

Cimigo digs deep to understand the key issues we need to address. Then, they quickly customize a highly suitable research approach to provide us the insights we need to achieve our breakthrough business targets. From tough questions to aha answers in just a few easy conversations!

Thuy Le - Consumer Insight Manager

Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.

Kelly Vo - Founder & Host

I respect Cimigo not only because of their dedication, meticulousness, and high-quality services but also how much they care about the local community here. I proposed the idea of doing a survey with the digital young generation on the topic of social impact and leadership. I wanted to identify, shape, and develop our content so that could really speak to the heart of the problems and empower young Vietnamese to take action on social impact in Vietnam. The Cimigo team agreed pro-bono to help without hesitation. The research findings are truly helpful in providing us a deeper understanding of our targeted audiences, what they need and are concerned about in life. The results show us how we can help them to achieve their goals and dreams. It is no longer a shot in the dark!

Hamish Glendinning - Business Lead

Cimigo not only delivered an exceptional piece of qualitative research for us, but provided hugely valuable direction when it came to product development and market positioning which we have since implemented. We can’t wait to work with the team again.

Ha Dinh - Project Lead

I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.

Richard Willis - Director

When we were looking to develop one of the worlds the leading economic indicator in Vietnam, the Purchasing Managers’ Index™ (PMI®) Cimigo showed an immediate understanding of our needs and showed their understanding of the Vietnamese market. IHS Markit has now been working with Cimigo since 2013. Every month Cimigo continues to provide high quality data, a representative panel, on time data and great customer service. We look forward to many more years of working together.

Aashish Kapoor - Head of Marketing

Cimigo - The best “Glocal” market research firm in Vietnam with whom we have developed a great partnership since many years. While the quality of research and findings are of top standard, the added advantage being the local insights that Richard and his team are able to provide in helping us make important decisions.

Thu Phung - CTI Manager

Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."

Tania Desela - Senior Product Manager

It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend them.

Dennis Kurnia - Head of Consumer Insights

Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found them to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with their fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.

Aimee Shear - Senior Research Executive

We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet the team were incredibly accommodating through their patience, flexibility and commitment. Not only were the team supportive during the set up of our project, but we were really impressed by the outputs delivered – they were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.

Louise Knox - Consumer Technical Insights

Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. You did a great job. Thank you for your patience and perseverance with getting this off the ground.

Geert Heestermans - Marketing Director

Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that

Linda Yeoh - CMI Manager

We have worked with Cimigo over 2 projects in Vietnam. Thuong and her team has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Thuong, Nhu Tran and team for supporting us.

Đội ngũ

Đội ngũ Cimigo tại Việt Nam sẵn sàng giúp bạn đưa ra những sự lựa chọn tốt hơn.

Giải pháp

Cimigo cung cấp các giải pháp nghiên cứu thị trường tại Việt Nam sẽ giúp bạn có những lựa chọn tốt hơn.

Xu hướng

Cimigo cung cấp các xu hướng tiếp thị của người tiêu dùng Việt Nam và nghiên cứu thị trường về phân khúc người tiêu dùng Việt Nam.

Báo cáo

Cimigo cung cấp các báo cáo nghiên cứu thị trường về các lĩnh vực thị trường và phân khúc người tiêu dùng tại Việt Nam.