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Vietnam Deepdive

Vietnam Deepdive. Key insights. Sizable market but single digit growth. Black Friday saw highest Generic interest , 11/11 and 12/12 equally as big from Brand ecommerce perspective. Small local players e.g., Sendo and Tiki growing rapidly.

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Vietnam Deepdive

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  1. VietnamDeepdive

  2. Keyinsights Sizable market but single digit growth Black Friday saw highest Generic interest, 11/11 and 12/12 equally as big from Brand ecommerce perspective Small local players e.g., Sendo and Tiki growingrapidly Strong YoY growth in all categories except forElectronics H&B and Home & Living became equallyimportant

  3. Generic: search interest saw single digit growth; H2 saw higher growth compared toH1 VN generic e-commerce search interest(weekly) QoQ (Q3’18 vs Q4’18); YoY (Q4’17 vs Q4’18) Source: Google Internaldata

  4. Generic: Black Friday saw highest level of search interest; while Christmas saw highest YoYgrowth VN generic e-commerceinterest indexed Growth calculated as the % difference between sum of queries on campaign day (n) and (n-1) vs previousyear Source: Google Internaldata Source: Google internaldata

  5. Generic: Electronics remained the biggest category;Apparel continued to remain the mostattractive VN weekly category trend2018-2019 Tet Holiday 10/10 11/11 12/12 9/9 BlackFriday • Maintain:Electronics • Grow: Fashion, Health & Beauty, Home &Living QoQ (Q3’18 vs Q4’18); YoY (Q4’17 vs Q4’18) Source: Google Internaldata

  6. Electronics: Smartphone accounted for a majority of the searchinterest Q4’18 Electronics searchvolume 39% 61% • Consumers were searching equally for high-end and massbrands *Electronics category included smartphone, computer & accessories, TV, major home appliances, small appliances, laundry appliances, car audio & video,cameras *Smartphone query also included TGDD and websites that are known to sell smartphones. However, for top 30 keywords, we have removed thesequeries. Source: Google Internaldata

  7. Electronics: Strong demand for mid-tier brands largely dominated byOppo VN- Top 5 Smartphone brands (unitsold) • Oppo remained the top brand of choice coinciding with high search interest • Comparably, Apple saw modest purchase volume despite high search interest Source: Canalysdata

  8. Electronics: Apart from TV, all other electronics subcategories followed the same demandtrend Electronics: top categories weekly searchinterest Indexed to same startingpoint Growth coming from soccer streaming TV services Risingquery TV &Tivi • HH electronics saw the highest growth among all other categories • TV increased in popularity in conjunction with streaming service and WorldCup *Overall electronics included smartphone, computer & accessories, TV, major home appliances, small appliances, laundry appliances, car audio & video,cameras Source: Google Internaldata

  9. Fashion: Consumers waited until Q4 to look for Clothing, Footwear, andSportswear Fashion: sub-category searchinterest 12/12 9/9 10/1011/11 Tet Tet BlackFriday • While Footwear was growing the fastest, Jewelry has now taken over as the second biggestcategory • Apart from Clothing, all other categories grew YoY inQ4 *Apparel accessories includes bags, headwear,eyewear Source: Google Internaldata

  10. H&B: Skincare was the largest and fastest growingYoY Health & Beauty: sub-category searchinterest Pre-Tet: spike in search for haircolor and hairstyle Shopping Festival period • Interest for Health & Beauty isneed-based • While Skincare is usually the largest category, Haircare outgrow skincare during pre-tetperiod • Small uplifts during Shopping Festival period as consumer takes advantage of promotion 10/10 11/111212 9/9 Source: Google Internaldata

  11. Brand: Consumers were heavily searching for e-commerce players during 9/9, 11/11, and12/12 Same amount of interest throughout 11/11 and 12/12week VN brand e-commerce search interest(weekly) 9/9 Highest YoY growth Consumers have been conditioned to wait fordeals Brands include: Cho Tot, Lazada, Sendo, Shopee, The Gioi Di Dong,Tiki Source: Google Internaldata

  12. Brand: 11.11 and 12.12 became equallysignificant VN brand interest (for all search terms containing the key playersbrands) indexed Brands include: Cho Tot, Lazada, Sendo, Shopee, The GioiDi Dong, Tiki Growth calculated as the % difference between sum of queries on campaign day (n) and (n-1) vs previousyear Source: Google internaldata

  13. Brand: While 11/11 was dominated by Lazada, Shopee led in all other ShoppingFestivals VN top players search interest(weekly) 12/12 11/11 pre-Tet Mid-year sale 9/9 • Shopee and Lazada competed during key shopping dates, whereas other players compete during otheroccasions • TGDD has overtaken Shopee as the largestplayer • Smaller players are picking momentum especiallyTiki Black Friday Source: Google Internaldata

  14. Brand: Small local players saw the highest growth inWAUs VN weekly active users onApp 12/12 11/11 9/9 10/10 • Shopee has overtaken Lazada in weekly actives startingH2’18 • Among local players Tiki saw highestgrowth • *Note: TGDD is mostly website and physicallyoutlets Source: AppAnnie

  15. Comparably, VN shoppers turned to Brand only a few days before the campaign day, whereas the spike from other countries cameearlier Generic vs Brand e-commercesearch 2018,indexed Consumers more likely to conduct generic search when the promotion islimited Brand search start spiking only a few days before the campaignday Brands include: Cho Tot, Lazada, Sendo, Shopee, The Gioi Di Dong,Tiki Source: Google Internaldata

  16. Comparably, VN shoppers are less likely to stay up to wait for the promotion to start on the day of thecampaign Consumersbecame 11.11(2018) less active after 10pm and not willing to wait formidnight 11/10(Saturday) 11/11(Sunday) 12.12(2018) Surge in demand as workdaybegin Limitedanticipation 12/11(Tuesday) *Includes Brand E-commerce search (Brands include: Cho Tot, Lazada, Sendo, Shopee, The Gioi Di Dong,Tiki) 12/12(Wednesday) Source: Google Internaldata

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