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A S I A ’ S O N L I N E FA S H I O N D E S T I N AT I O N

E - c o m m e rc e i n V i e t n a m

O p p o r t u n i t i e s a n d c h a l l e n g e s

K h ở i N g h i ệ p t h à n h c ô n g c ù n g I n t e l

Chương trình Khởi Nghiệp Thành Công cùng Intel 14/6/2015 – www.haravan.com/khoinghiepthanhcong

http://www.haravan.com/khoinghiepthanhcong

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A BOU T ZA LORA .V N

E-tailer, Brand & Platform

• 230+ employees

• Launched beginning 2012

• 200,000 – 250,000 visits/ day

• 500+ brands

• 45,000 products online

• Belongs to ZALORA Group (11

ventures SEA+AU) and GFG (30

ventures globally)



A LOT OF PEOPLE

• Population size 90 Mio (1.5x Thailand, 3x Malaysia, 15x Singapore)

• 30 Mio urban, 60 Mio rural



A LOT OF YOUNG PEOPLE

• 50% are below 30 years old• Median age 28.7



YOUNG POPULATION READY TO SPEND

• GDP per capita ~$2000 • Disposable income ~$800 - $900 • 7 mio middleclass households



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LARGE INTERNET AUDIENCE

• 40 Mio People online• 80% of users are under 35

• 65% of urban internet users are class AB• >5 hours online per day via PC/Tablet



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STRONG MOBILE PENETRATION

• 82 Mio mobile devices , 30 Mio Smart Phones• Almost 20 mio 3G data package users

• 2.4 hours mobile internet usage/ per day



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FA ST GROW ING INTE RNE T AU D IE NC E



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LA RGEST ONLINE AU D IE NC E IN SEA



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STRONG MOBILE GROW TH



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Sizeable Market

Young and emergingMiddle class

Well-connected, tech-savvy, growing

audience

Untapped66% Rural Population

OPPORTU NIT IES



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Trust in E-commerce

Payments

Infrastructure

Changing ConsumerDemands and behavior

C H A LLE NGES



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The onl ine cons ume r

The basics:Online attributes to <1% of total Retail market size~ US$ 1bn – US$ 1.5bn

1990 2015

x

1997

• Person at age to use internet in 1997, would be 36 years old today• Person who was born into internet age, would be 18 today

• Internet audience between 18-36 attributes to 30% of the total population• 70% of Internet audience is under 35 years

• Highest earning age bracket in Vietnam is between 40-44 years, who seized • Great opportunities in 1986 when Vietnam opened up for foreign trade



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The onl ine cons ume r



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CONSU MPTION PRIORIT IES

“When the new iPhone was released, I just couldn’t go out.

I couldn’t face my friends until I had one.”



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… versus her home



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• Spends money on visible and tangible goods where price is visible through branding• Doesn’t focus on wealth or comfort which isn’t visible to others• Constant need to match up with surroundings and doesn’t want to be left behind

= Happiness

+ +

Understand what your consumers are looking for Find Marketing strategy which appeals to lifestyle and hedonism



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GE NE RATION GA P

• Urge to separate parents wishes and dreams from own ones• Search for new experiences and new ways to express own identity• Influenced by trends outside Vietnam and social surroundings

Consumers want more choices and selection Consumers want new experiences and long instant gratification



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MISSE D OPPORTU NIT IE S

• Missed opportunities of parents are now compensated through our children• Their children’s successes is viewed as their own success, as a reflection of themselves • No cost is spared when it comes to their children

Consumer is ready to spend money on education, clothing, toys, especially baby goods Consumers want only the best quality for their children



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SOC IA L CONSU ME R

• 3.5h on social media• 28 Mio Social Media accounts/ 25 Mio are accessed via mobile• 3rd Highest Youtube consumption per user daily behind Japan + Thailand• 70% of Facebook updates are photos • Top 10 most visited websites in Vietnam are search, news and entertainment

Internet is an escape medium for daily life and routine Consumers openly share opinions about products and services Consumers are influenced by what friends and community think and share



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SOC IA L CONSU ME R



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SU MMA RY CONSU ME R TRE ND S ( TNS)



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SU MMA RY CONSU ME R TRE ND S ( TNS)



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T H A N K YO U

Business

Tại sao Zalora quyết định khai phá thị trường tại Việt Nam