the changing vietnamese consumer landscape

Shifting Consumer Landscapes

Cimigo ‘Shifting Consumer Landscapes’ – Readers Notice

� Cimigo ‘Shifting Consumer Landscapes’ provides a ‘global’ view of the Vietnamese consumer landscape.

� Cimigo ‘Shifting Consumer Landscapes’ is best presented by an experienced marketer.

� It is prepared primarily for overseas guests and new marketing staff seeking to familiarise themselves with the Vietnamese consumer landscape.

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Traditions and Modernity – Striking The Balance

My Agenda

� Keeping Up With The Nguyen’s– Vietnam’s 10 Year Rapid Accession

� The Family Nguyen– How This Shapes Who We Are

� Unlocking Mrs Nugyen’s Mind and Purse– How We Can Leverage This?

Fast Shifting Social Trends

“Nowadays freedom is an excuse for doing whatever one wants without thinking about

others; women want careers rather than families, men spend more time out of home, drinking and enjoying with their friends than

contributing to their families, women are freer with their favours and couples find it easier to

divorce without thinking of what they are doing to their families and children…”

Phuong 30 years old, from HCMC

Keeping Up With The Nguyen’s

Vietnam’s 10 Year Rapid Accession

2000 Rapid Accession to 2010

US$27.5 billion economy

0.51 million ABC households

in 6 cites

5.8 million ABC consumers in 6 cities

US$108 million advertising spend

US$351 GDP per person

2.6 million ABC consumers in 6 cities

1.3 million ABC households

in 6 cites

US$740 million advertising spend

US$78 billion economy

US$900 GDP per person

87 million people 78 million people

The Family Nguyen

How This Shapes Who We Are

The Family Nguyen in Conflict

The Family Nguyen - How This Shapes Who We Are

Youth translate the

consumer world for their

parents

Progressiveand

entrepreneurial

Happiness is money

Confused and frustratedDesperate to

express myself

Thirst for edutainment

Success is imbued in

Success through the eyes of my

Youth translate the

parents

Progressiveand

entrepreneurial

Happiness is money

express myself

Core Ethos – Keeping Up With The Nguyen’s

Hope to be very successful in the

shortest time possible!

Everyone Wants to Be Their Own Boss - Big Or Small!

Everyone Is So Busy Getting Ahead

Youth translate the

parents

Progressiveand

entrepreneurial

Happiness is money

express myself

Money (and Quickly) Makes You Happy

� Many consumers know what it is truly like to be hungry– Too wrap your feet in newspaper during winter, to lay husk to

sleep on to keep warm, to the relish of having meat at TET

� Society has come a long way. The rapid accession has polarised focus on getting ahead by getting rich very fast.

� Incredible naivety exists amongst youth today about to enter the work force regarding their prospects in society. Whilst endearing they are headed into a horrible reality check.

� That $$$ makes you happy is a value or aspiration being instilled in children. The need for making social statements of status via brands has only just begun.

Money (and Quickly) Makes You Happy

7 in10 believe my success is defined by

my job

Only 3 in 10 like to avoid people who

show of their wealth

50% believe money is the

most important thing in my life

Youth translate the

parents

Progressiveand

entrepreneurial

Happiness is money

express myself

Success is Imbued in Pride

� Fortunately for marketers, success is imbued in pride (commonly referred to as ‘face’) which has to be visual to be recognised. This leads to considerable conspicuous consumption.

2/3 Prefer branded products

6 in 10 I like to have the most up to

date gadgets

1/3 Like to buy new

brands as soon as they are launched

My Face : My Home - Demonstrates Purchase Priorities

Youth translate the

parents

Progressiveand

entrepreneurial

Happiness is money

express myself

My Missed Opportunities Are His to Take

Through the yes of my child I shall achieve success

His success is my success

He reflects on me

Youth translate the

parents

Progressiveand

entrepreneurial

Happiness is money

express myself

The Nguyen’s Live in Two Worlds Today

Traditional rural Vietnam Modern Asia

Youth Translate Consumer World to Parents

Half of Vietnam’s population are under 30.

Changing attitudes leave vast generation gaps where children are far more consumer savvy

than their parents.

Generation Gap Widens Dramatically!

They DonThey Don’’t Know How to Listen to One Anothert Know How to Listen to One Another

No role modelsConfused parentingDifferent value appreciationInfluence from peer group

Too fast for me to catch upToo complicated to understand

Too busy to understandToo little time to earn money

The Young Ones The Old Ones

Youth translate the

parents

Progressiveand

entrepreneurial

Happiness is money

express myself

Thirst for Edutainment

� Rising disposable incomes create an increasing desire to experience new opportunities.

� They really want knowledge, information and experiences

� They want to succeed, to develop, to catch up with not only the Nguyen’s next door but also the Thais in Bangkok and the Chinese in Singapore.

� They have an appetite for edutainment – will invest time and money in feeding the appetite. In doing so they open up a world of opportunities for you (the audience).

� Edutainment is the path to progress.

Online Explosion

Youth translate the

parents

Progressiveand

entrepreneurial

Happiness is money

express myself

Traditional Outlet for Expression of National Pride

� An outlet for expression

� An outlet for Nationalism

� Everybody gets involved - old, young, men, women, grandma -everyone

Today’s Medium For Self Expression - Blogs

Source: NetCitizens down load at www.cimigo.vn

Youth translate the

parents

Progressiveand

entrepreneurial

Happiness is money

Desperate to express myself

Confused and frustrated

Increasingly Aware of What Could Be……

Increasing Increasing opportunities opportunities

(Commercial & (Commercial & education) for womeneducation) for women

Always out of home / Always out of home / hardly stay in homehardly stay in home

Thirst for Thirst for EdutainmentEdutainment

Increasing Increasing opportunity for opportunity for outbound traveloutbound travel

More socializing out More socializing out of home, drinking, of home, drinking,

cafcaf éé, etc, etc

More international More international standard educationstandard education

Heaviest Toll on Family – Conflict With Traditional Values

From extended to From extended to nuclear familiesnuclear families

From community to From community to individual needsindividual needs ’’

satisfactionsatisfaction

Modern day working Modern day working ethos & requirements ethos & requirements

Emerging gender Emerging gender equality & changing equality & changing

roles in society roles in society

Divorce acceptableDivorce acceptable

Change in parenting Change in parenting PrePre--marital sex marital sex the normthe norm

Materialism critical Materialism critical

Happiness defined as Happiness defined as moneymoney

Challenging the Core of Vietnamese Motivations

Very fast changes in every aspect of life, most excited / most heady / most naive

Homebound with chores, looking

at the changes from the outside

Born freegrowing with wings

outspread, Too fast? Too early?

Changing the mostAt work but also what

he can expect from home changing

radically

It’s Just A Chain Reaction – Changing Values

Family

ParalysisParalysis

65% not even hanging out with family

once a week!

Not All Upbeat About Changing Society

Least Upbeat

Confused

Most Upbeat

Few Pre-teens

Few Teenagers

Many Older Housewives

Very few Young Adults

Some Older Housewives

Pre-teens from broken

Many adult men

Many Pre-teens

Many Teenagers

Many Young AdultsEspecially women

Confident

Consumer Paralysis At Failure to Self Acutualise

� Great expectations but not delivered

� Parents are at home less and less for family

� Adults feel confused by lack of awareness and knowledge– Men struggling with greater equality– Women desperate for recognition and self worth

� Young adults disappointed and frustrated with perceived failure to self-actualise

� Teenagers live through ‘screens’ and have no role models

� Pre-teens desperate for parental attention and affection

Preteen Seek Attention and Affection: 11 Year Old in Hanoi

“I wish we could spend more time together as a family. Either my mother or my father or both are

never there”

Consumer Paralysis At Failure to Self Acutualise

� Great expectations but not delivered

� Parents are at home less and less for family

� Adults feel confused by lack of awareness and knowledge– Men struggling with greater equality– Women desperate for recognition and self worth

� Young adults disappointed and frustrated with perceived failure to self-actualise

� Teenagers live through ‘screens’ and have no role models

� Pre-teens desperate for parental attention and affection

Brands Offer SolutionsBrands Offer SolutionsCoping StrategiesCoping Strategies

Youth translate the

parents

Progressiveand

entrepreneurial

Happiness is money

express myself

AfflunenzaAfflunenza

Unlocking Mrs Nguyen’s Mind and Purse

How We Can Leverage This?

Youth translate the

parents

Progressiveand

entrepreneurial

Happiness is money

express myself

Brands Offer SolutionsBrands Offer SolutionsCoping StrategiesCoping Strategies

Guiding Consumer Progress

Strong and sensitive male character, not afraid to give a

woman more than what he gets in return

Father as role model: spending time with

his kids

Guidance for coping with demands of work and progress at home

Encouraging parental emotional displays of

affection

Closing the Generation Gap!

Rebuilding BridgesRebuilding Bridges

No role modelsConfused parentingDifferent value appreciationInfluence from peer group

Too fast for me to catch upToo complicated to understand

Too busy to understandToo little time to earn money

The Young Ones The Old Ones

Guiding Consumer Progress

Interactive guidance and entertainment

Women crave self worth; need to be shown the

modern way to be giving without losing their own

identity.

An older sibling setting an example of

being ‘with it’ in today’s world

Men need to be shown the modern way to be strong - traits such as flexibility, sensitivity,

understanding yet very successful

Xin Cam On

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