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Vietnam fashion online shopping Survey

Lazada.vn, the most popular shopping website

Survey information

• Vietnamese Fashion Online Shopping

• 300 male / female Vietnamese above 18 years old those

who have purchased fashion products online in last 12

month

• Conducted on Dec 1st, 2014 – Dec 4th, 2014

Executive Summary

• 30’s have more frequent online shopping behavior, with60% of online shoppers buy items monthly

• 100K – 500K are the most common spending range.

• Lazada.vn is the most popular choice for people.

• 30’s use online mainly because of the variety of productswhile 10’s and 20’s use mainly because of price.

• Price (75%) and quality(73%) are the top 2 concerns

• 87% of fashion online shoppers buy fashion item fromFacebook pages

How often do you buy fashion product online?

9%

3%

10%

29%

9%

22%

10%

7%

3%5%4%

17%

13%

27%

8%

22%

6%

0%0%

19%

10%

17%16%

33%

Every day2-3 times/weekOnce/week2-3times/month

Once/monthOnce/2-3months

Once/6 monthsLess than that

30-39 20-29 -19

30’s have more frequent online shopping behavior, with 60%

of online shoppers buy items monthly

100K – 500K are the most common spending range.

14%

38%

28%

4%

11%

4%

13%

32%

27%

15%

8%

6%

2%

28%

36%

9%

16%

10%

Up to 100,000 VND

100,000-300,000 VND

300,000-500,000 VND

500,000-700,000 VND

700,000-1,000,000 VND

More than 1,000,000 VND

-19 20-29 30-39

How much do you spend fashion online shopping

monthly?

What is your online shopping behavior?

6%

19%

57%

19%

8%

23%

55%

14%

10%

10%

69%

10%

I buy fashion products online mainly

I check fashion site but buy clothes atreal shops

I use both of the real shops and online

I use real shops mainly

30-39 20-29 -19

More than half use both real shop and online

Which site do you use for fashion online shopping?

Lazada.vn is the most popular choice for people.

31%

25%

16%

17%

17%

27%

27%

20%

30%

17%

13%

11%

40%

30%

30%

31%

26%

29%

26%

19%

22%

15%

16%

11%

64%

41%

43%

40%

43%

29%

22%

31%

17%

16%

17%

16%

Lazada.vn

Muachung.vn

Cungmua.com

Nhommua.com

Hotdeal.vn

123mua.vn

Vatgia.com

Zalora.vn

Tiki.vn

Lamido.vn

Sendo.vn

Amazon.com

Lower than 19 20-29 30-39

Which device do you use to receive fashion info?

50%

22%

31%

65%

42%

17%

40%

58%

50%

31%

71%

41%

Mobile Tablet Desktop Notebook

Lower than 19 20-29 30-39

Notebook for teens and 20’s, desktop for 30’s

Which products do you tend to buy online?

18%

26%

18%

15%

23%

9%

26%

10%

16%

14%

Tops

Bottoms

Underwear

Bag

Shoes

Male Female

Bottoms are the most popular items for online

18%

22%

12%

13%

18%

13%

27%

14%

16%

20%

14%

22%

16%

10%

12%

Tops

Bottoms

Underwear

Bag

Shoes

-19 20-29 30-39

What is the mainly reason you use online to buy

fashion items?

30’s use online mainly because of the variety of products while 10’s and 20’s use mainly because of price.

57%

52%

43%

22%

35%

38%

60%

55%

50%

26%

37%

40%

53%

66%

59%

31%

38%

47%

Price

Variety of the products

Easy to order whenever I havefree time

Point system

Delivery

More information about items

-19 20-29 30-39

What is your main concern in fashion online shopping?

Price (75%) and quality(73%) are the top 2 concerns.

75%73%

58%55%

50%47% 47%

43%

19%

6%

37%

32% 32%

26%

44%

31%

46%

21%

55%

43%

36%

16%

Check the site to look forspecial deals

Check the site to getknowledge

Come to the site for pricecomparison

Come to the site to kill myspare time

-19 20-29 30-39

30’s more active for the special deal information

Please choose what is applicable to you when going

to the fashion website

Do you buy the fashion item from Facebook pages?

87% of fashion online shoppers buy fashion item from Facebook pages

Yes87%

No13%

How long did it usually take for the product delivery?

5%

10%

43%

24%

11%

8%

Less than 12 hours

12-24 hours

2-3 days

4-5 days

6-7 days

More than one week

2-3 days are the most common

Please rank as the priority of the “good quality” image?

31%

25%

17%

13%

7%

4%

3%

21%

21%

11%

16%

18%

11%

2%

14%

18%

14%

15%

24%

12%

4%

13%

16%

10%

26%

20%

12%

3%

10%

8%

16%

19%

12%

30%

6%

9%

9%

27%

7%

15%

25%

9%

3%

3%

6%

5%

4%

6%

72%

Made in USA

Made in Japan

Made in Vietnam

Made in Korea

Made in France

Made in Thailand

Made in China

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7

USA followed by Japan. China worst

Have you ever returned the fashion products after

receiving of the delivery?

71% has returned the product in the pasts

More than 5 times, 9%

3-4 times, 15%

1-2 times, 48%

No, 23%

No due to the policy, 6%

Why did you return them?

60%

50%

40%

9%

10%

57%

65%

24%

9%

12%

Wrong size

Poor quality

Wrong product

Dislike at the timereceive the product

Other

Male Female

Size and quality are the two big issues

Interview with Vietnamese (1) (heavy online shopper)

• Female in 30’s – IT (at Pharitech technology center)

• Monthly income (individual): 5M VND ($250)

• Living in a private house with her sisters and parents in Vinh

Long province

• Shop fashion items online 4-5 times per week with family

members at home

• Spends around 2,000,000 VND ($100) per month.

• Buys t-shirt, pan, skirt, underwear and fashion accessories

often.

• Payment is via Vietcombank internet banking or 3rd party

gateway.

• Prefers online due to more frequent promotions.

• Not satisfied with the fact that online cannot let her have the

opportunity to wear it before purchase.

• Common use of the services at Sendo, Zalora, Guu,

Thoitrangpro

• Also try some sites that is liked by my Friend at Facebook

• User notebook for access.

Interview with Vietnamese (2) (heavy online shopper)

• Female in 30’s - Teacher

• Monthly income (individual): 7M VND ($350)

• Living in a private house with her sisters and parents in

Phu Tho province

• Shop fashion items online from Wednesday to Sunday

every week.

• Spends around 1,000,000 – 2,000,000 VND ($50-

$100)

• Usually buy working clothes for her, baby clothes for

her kid and sometimes gifts for her husband’s family.

• Use Visa / Mastercard

• Prefers online due to better design lineups

• Dis-satisified with size, slow delivery and quality.

• Uses Zalora, Lazada, Viet Tien, Yes24

• Doing side job as teaching students in the afternoon at

school and in the evening at my house.

• Mainly use smartphone (iPhone 5) to do shopping.

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