Domestic Vietnam brand popularityAsia Plus Inc.

Overview

Although foreign brands in Vietnam are starting to become popular, domestic brands still have a strong presence in the market.

This report clarifies what types of domestic brands are known as well as its associated images

Respondent profile- Fashion Spenders

58% of the respondents pay less than 500,000 VND

Less than 100,000 VND

100,001 -300,000 VND

300,001 -500,000 VND

500,001 -700,000 VND

700,001 -1,000,000

VND

1,000,001 -2,000,000

VND

More than 2,000,000

VNDTotal 10% 23% 25% 18% 12% 8% 5% Male 14% 21% 29% 15% 11% 7% 3% Female 5% 24% 22% 20% 13% 10% 6% 18-24 15% 26% 26% 14% 10% 5% 4%

25-39 5% 20% 24% 21% 14% 11% 5%

How much do you spend for fashion monthly? N-323

Respondent profile- Interest in Fashion

25% 23% 27% 26% 24%

41% 38% 43% 38% 43%

29% 32% 26% 30% 28%

3% 3% 2% 2% 3% 2% 3% 2% 4% 1%

Total Male Female 18-24 25-39

Very high High Average Low Very low

Interest in Fashion is highest among femalesHow much do you pay attention to fashion brand? N=323

Opinions to Domestic brands

15%

11%

14%

11%

72%

71%

68%

69%

6%

11%

10%

11%

1%

1%

1%

1%

6%

6%

7%

8%

Quality

Design

Pricing

Material

Very good Good Not good Bad I do not know

The overall opinion to domestic brands is rather positiveHow do you feel about the local Vietnamese fashion brand? – Quality, Design, Pricing, Material N=323

Overview of Domestic Fashion Brands by Physical Store amounts

Brand Name EstablishedHCMC store

HANOI Store

Other Store Total Stores

The Blue Exchange 2001 55 14 203 272

Canifa 1997 8 33 56 97

Hoang Phuc International 1990 32 25 24 81

Ninomaxx 1998 20 5 33 58

Elise 2011 9 12 27 48

Lime Orange 2009 20 0 24 44

NEM 2002 6 15 23 44

IVY Moda 2005 5 16 21 42

YaMe Shop 2009 10 0 14 24

Viettien 1991 12 6 2 20

Please choose the brands that you could recognize N=323

Brand Recognition - Total

Viet Tien is most recognized followed by Blue Exchange and NEM

93% 72% 71% 62% 58% 56% 51% 47% 45% 39%

7% 28% 29% 38% 42% 44% 49% 53% 55% 61%

Please choose the brands that you could recognize N=323

Brand Recognition – by demographics

Brand recognition is generally high among female and in proportion to the number of stores by locations

56%50%

61%

50%

62%

44%

81%

Canifa

51%

32%

68%

34%

66%

46%

59%

IVY Moda

62%

46%

77%

48%

74%

57%61%

Eliza

71%64%

76%

59%

81%

65%

83%

NEM

Total

Male

Female

18-24

25-39

HCM

Hanoi

Please choose the brands that you could recognize N=323

Brand Recognition – by demographics

Brand recognition is generally high among female and in proportion to the number of stores by locations

58%

45%

68%

39%

74%69%

40%

Ninomaxx

72%

58%

84%

59%

83%85%

55%

Blue Exchange

45%41%

47%53%

37%

68%

22%

YaMe Shop

93%

87%

99%

87%

99%

97%

94%

Viet Tien

Total

Male

Female

18-24

25-39

HCM

Hanoi

Major brand image comparison (1/2)

0%5%

10%15%20%25%30%

Trendy

Good quality

Luxury

Proud to haveGood pricing

For youth

For adult

Canifa

Average Canifa

0%5%

10%15%20%25%30%

Trendy

Good quality

Luxury

Proud to haveGood pricing

For youth

For adult

IVY Moda

Average IVY moda

0%5%

10%15%20%25%30%35%

Trendy

Good quality

Luxury

Proud to haveGood pricing

For youth

For adult

Elise

Average Elise

0%

10%

20%

30%

40%Trendy

Good quality

Luxury

Proud to haveGood pricing

For youth

For adult

NEM

Average NEM

0%5%

10%15%20%25%

Trendy

Good quality

Luxury

Proud to haveGood pricing

For youth

For adult

Ninomaxx

Average Ninomaxx

0%5%

10%15%20%25%30%35%

Trendy

Good quality

Luxury

Proud to haveGood pricing

For youth

For adult

Blue Exchange

Average Blue Exchange

0%5%

10%15%20%25%

Trendy

Good quality

Luxury

Proud to haveGood pricing

For youth

For adult

YaMe shop

Average YaMe shop

0%10%20%30%40%50%60%

Trendy

Good quality

Luxury

Proud to haveGood pricing

For youth

For adult

Viet Tien

Average Việt Tiến

Major brand image comparison (2/2)

Shops associated with images (1/2)Trendy Good quality Luxury Proud to have

Total

Male

Female

18-24

25-39

HCM

Hanoi

High spender

Low spender

38%

39%

44%

34%

47%

40%

53%

35%

44%

55%

55%

54%

54%

55%

59%

53%

48%

60%

38%

41%

46%

37%

37%

47%

58%

37%

43%

33%

35%

40%

32%

42%

42%

33%

41%

34%

Shops associated with images (2/2)Good Pricing For Youth For Adult

Total

Male

Female

18-24

25-39

HCM

Hanoi

High spender

Low spender

46%

45%

46%

42%

49%

45%

46%

44%

48%

35%

28%

42%

35%

44%

46%

47%

39%

32%

58%

55%

60%

52%

57%

63%

58%

55%

62%

Respondent profile (N=323)

Male, 47%Female, 53%

18-24, 47%25-39, 53%

AgeGender

HCM, 30%

Hanoi, 26%

Other, 44%

City

Q&Me – About Online Market Research Services

Our SolutionSurvey is conducted via mobile phone and the data is processed real-time

Affordable Quick High qualityTakes 24 - 48 hours for most surveys, proving

real-time analysis

Superb real-time analysis for flexible and accurate data collection

1/3 of the competitor pricing

Our Advantage: Direct Panel ManagementOur strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 200,000 members as of May, 2017

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

Our Advantage: Direct Panel ManagementOur strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 200,000 members as of May, 2017

Married Status Household income Smartphone ownership

Single, 72%

Married, 25%

Others, 3%

26%

24%

14%

15%

9%

5%

3%

4%

< 5M VND

5 - 7.5M VND

7.5 - 10M VND

10 - 15M VND

15 - 20M VND

20M-30M

30-40M

Contact Us

URL: http://www.qandme.netContact: info@qandme.net

Q&Me is operated by Asia Plus Inc.

Asia Plus Inc.Floor 2, Songdo Tower, 62A Pham Ngoc Thach street, Ward 6, District 3, HCM City, Vietnam

Tel. +84 839 100 043