Domestic Electrical Appliances in Vietnam

Euromonitor International's Domestic Electrical Appliances in Vietnam market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Why buy this report

• Get insight into trends in market performance
• Pinpoint growth sectors and identify factors driving change
• Identify market and brand leaders and understand the competitive environment

Product coverage

Large kitchen appliances; Small electrical appliances

Executive summary

Growth rates slump due to economic downturn

In the latter half of 2008 until 2009, the Vietnam’s economy plunged into a downturn due to the global economic crisis. According to established business press, Moneyweek, Vietnam witnessed slowest GDP growth rate for a decade in 2008 – 6.8%. There were massive layoffs and consumer confidence has dropped. The economy is expected to perform even worse in 2009. Demand for domestic electrical appliances is still growing but growth rates of most DEA segments in 2008 were lower than in previous years. Sales only picked up prior to Lunar New Year, a traditional buying and sale season.

Foreign companies expand their business in Vietnam

In manufacturing, foreigners such as Toshiba and Sanyo established new factories in Vietnam during 2008. In retailing, many major foreign retailers have either entered Vietnam market or expressed their interest. Japanese retail giant, Best Denki, has joined forces with a domestic retailer to open three new electrical appliances outlets in 2008. Korea’s GS Retail and US’s Best Buy are seeking to enter the market. In the forecast period, foreign investors are expected to co-operate with domestic retailers to start building up their network in Vietnam.

Many new launches in 2008

Despite a fall in demand for domestic electrical appliances, home appliances leading manufacturers have launched many new advanced products in 2008. Philips and Panasonic, the two leading brands in small home appliances, launched new steam irons with automatic functions. Samsung introduced three new air treatment product lines Vivace, Forte and Neo Forte. LG Electronics Vietnam also launched their new product lines of air conditioners named Jet Cool, Neo Plasma and Art Cool. In November 2008, Panasonic launched its new air conditioners named Envio I2 and P2. Established manufacturers believe that the number of middle and high-income consumers is increasing and they are competing by launching new products that target these consumers.

Energy-saving products are the new trend

Consumer awareness about saving energy has greatly increased partly due to the country’s current power shortage problem and also due to the government’s effort to encourage people to save electricity. As a result, most consumers have started to seek for energy saving products. Aware of this new trend, manufacturers have also launched new products with energy-saving features. LG’s Ecosave washing machines and Inverter air conditioners and Panasonic’s Envio air conditioners are typical examples of new power saving products in 2008.

Panasonic remains top player

Panasonic is the famous brand of the home appliances produced by Matsushita Home Appliances Co Ltd, a subsidiary of Japan’s Panasonic Corp. The company has maintained its number one position in Vietnam’s domestic electrical appliances since 2001 although it has slightly lost share. In 2008, Matsushita’s value-share was 15%, down from 16% in 2001. Matsushita is the leader in small electrical appliances and is among the top five in large appliances such as refrigerators and washing machines.

Table of contents

DOMESTIC ELECTRICAL APPLIANCES IN VIETNAM : MARKET INSIGHT

EXECUTIVE SUMMARY

Growth rates slump due to economic downturn

Foreign companies expand their business in Vietnam

Many new launches in 2008

Energy-saving products are the new trend

Panasonic remains top player

KEY TRENDS AND DEVELOPMENTS

Consumers postpone spending due to economic downturn

Prices of domestic electrical appliances continue to fall

Emerging trend of a shift to higher quality products

Foreign retailers consider entering the Vietnamese DEA market

Power saving products are increasingly preferred

Cooking appliances have a bigger appeal

Rural market yet to be fully tapped

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2003-2008

Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2008

MARKET DATA

Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2003-2008

Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2003-2008

Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2003-2008

Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2003-2008

Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2003-2008

Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2003-2008

Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2003-2008

Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2003-2008

Table 11 Company Shares of Large Kitchen Appliances 2004-2008

Table 12 Brand Shares of Large Kitchen Appliances 2005-2008

Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008

Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008

Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2003-2008

Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2008-2013

Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2008-2013

Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2008-2013

Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2008-2013

Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2008-2013

Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2008-2013

Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2008-2013

Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - VIETNAM

LG ELECTRONICS VIETNAM - DOMESTIC ELECTRICAL APPLIANCES - VIETNAM

STRATEGIC DIRECTION

KEY FACTS

Summary 2 LG Electronics Vietnam: Key Facts

COMPANY BACKGROUND

PRODUTION

COMPETITIVE POSITIONING

Summary 3 LG Electronics Vietnam: Competitive Position 2008

MATSUSHITA HOME APPLIANCES CO LTD - DOMESTIC ELECTRICAL APPLIANCES - VIETNAM

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Matsushita Home Appliances Co Ltd: Key Facts

Summary 5 Matsushita Home Appliances Co Ltd: Operational Indicators (Millions of Yen)

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Matsushita Home Appliances Co Ltd: Competitive Position 2008

PHU THAI GROUP - DOMESTIC ELECTRICAL APPLIANCES - VIETNAM

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Phu Thai Group: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 8 Phu Thai Group: Competitive Position 2008

SAMSUNG VINA - DOMESTIC ELECTRICAL APPLIANCES - VIETNAM

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Samsung VINA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 10 Samsung VINA: Competitive Position 2008

SANYO HOME APPLIANCES ASEAN CO LTD - DOMESTIC ELECTRICAL APPLIANCES - VIETNAM

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Sanyo Home Appliances Asean Co Ltd: Key Facts

Summary 12 Sanyo Home Appliances Asean Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Sanyo Home Appliances ASEAN Co Ltd: Competitive Position 2008

TOSHIBA CONSUMER PRODUCT VIETNAM CO LTD - DOMESTIC ELECTRICAL APPLIANCES - VIETNAM

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Toshiba Vietnam Consumer Products Co Ltd: Key Facts

Summary 15 Toshiba Vietnam Consumer Products Co Ltd: Operational Indicators 2004-2006

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 16 Toshiba Vietnam Consumer Products Co Ltd: Competitive Position 2008

REFRIGERATION APPLIANCES IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2003-2008

Table 25 Sales of Refrigeration Appliances by Subsector: Value 2003-2008

Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2003-2008

Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2003-2008

Table 28 Sales of Fridge Freezers by Format: % Breakdown 2004-2008

Table 29 Sales of Fridges by Format: % Breakdown 2004-2008

Table 30 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2008

Table 31 Sales of Fridges by Volume Capacity: % Breakdown 2004-2008

Table 32 Company Shares of Refrigeration Appliances 2004-2008

Table 33 Brand Shares of Refrigeration Appliances 2005-2008

Table 34 Company Shares of Freestanding Fridge Freezers 2004-2008

Table 35 Company Shares of Built-in Fridges 2004-2008

Table 36 Company Shares of Freestanding Fridges 2004-2008

Table 37 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2008-2013

Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Value 2008-2013

Table 39 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2008-2013

Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2008-2013

HOME LAUNDRY APPLIANCES IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 41 Sales of Home Laundry Appliances by Subsector: Volume 2003-2008

Table 42 Sales of Home Laundry Appliances by Subsector: Value 2003-2008

Table 43 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2003-2008

Table 44 Sales of Home Laundry Appliances by Subsector: % Value Growth 2003-2008

Table 45 Sales of Automatic Washing Machines by Format: % Breakdown 2003-2008

Table 46 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2008

Table 47 Company Shares of Home Laundry Appliances 2004-2008

Table 48 Brand Shares of Home Laundry Appliances 2005-2008

Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2008-2013

Table 50 Forecast Sales of Home Laundry Appliances by Subsector: Value 2008-2013

Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2008-2013

Table 52 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2008-2013

DISHWASHERS IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

LARGE COOKING APPLIANCES IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 53 Sales of Large Cooking Appliances by Subsector: Volume 2003-2008

Table 54 Sales of Large Cooking Appliances by Subsector: Value 2003-2008

Table 55 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2003-2008

Table 56 Sales of Large Cooking Appliances by Subsector: % Value Growth 2003-2008

Table 57 Sales of Cookers by Gas/Electric: % Breakdown 2003-2008

Table 58 Sales of Freestanding Hobs by Format: % Breakdown 2003-2008

Table 59 Company Shares of Large Cooking Appliances 2004-2008

Table 60 Brand Shares of Large Cooking Appliances 2005-2008

Table 61 Company Shares of Cookers 2004-2008

Table 62 Company Shares of Hobs 2004-2008

Table 63 Company Shares of Freestanding Hobs 2004-2008

Table 64 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2008-2013

Table 65 Forecast Sales of Large Cooking Appliances by Subsector: Value 2008-2013

Table 66 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2008-2013

Table 67 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2008-2013

MICROWAVES IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 68 Sales of Microwaves by Subsector: Volume 2003-2008

Table 69 Sales of Microwaves by Subsector: Value 2003-2008

Table 70 Sales of Microwaves by Subsector: % Volume Growth 2003-2008

Table 71 Sales of Microwaves by Subsector: % Value Growth 2003-2008

Table 72 Company Shares of Microwaves 2004-2008

Table 73 Brand Shares of Microwaves 2005-2008

Table 74 Microwaves by Distribution Format: % Analysis 2003-2008

Table 75 Forecast Sales of Microwaves by Subsector: Volume 2008-2013

Table 76 Forecast Sales of Microwaves by Subsector: Value 2008-2013

Table 77 Forecast Sales of Microwaves by Subsector: % Volume Growth 2008-2013

Table 78 Forecast Sales of Microwaves by Subsector: % Value Growth 2008-2013

FOOD PREPARATION APPLIANCES IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 79 Sales of Food Preparation Appliances by Subsector: Volume 2003-2008

Table 80 Sales of Food Preparation Appliances by Subsector: Value 2003-2008

Table 81 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2003-2008

Table 82 Sales of Food Preparation Appliances by Subsector: % Value Growth 2003-2008

Table 83 Company Shares of Food Preparation Appliances 2004-2008

Table 84 Brand Shares of Food Preparation Appliances 2005-2008

Table 85 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2008-2013

Table 86 Forecast Sales of Food Preparation Appliances by Subsector: Value 2008-2013

Table 87 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2008-2013

Table 88 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2008-2013

SMALL COOKING APPLIANCES IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 89 Sales of Small Cooking Appliances by Subsector: Volume 2003-2008

Table 90 Sales of Small Cooking Appliances by Subsector: Value 2003-2008

Table 91 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2003-2008

Table 92 Sales of Small Cooking Appliances by Subsector: % Value Growth 2003-2008

Table 93 Unit Sales of Coffee Machines by Format: % Breakdown 2004-2008

Table 94 Company Shares of Small Cooking Appliances 2004-2008

Table 95 Brand Shares of Small Cooking Appliances 2005-2008

Table 96 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2008-2013

Table 97 Forecast Sales of Small Cooking Appliances by Subsector: Value 2008-2013

Table 98 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2008-2013

Table 99 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2008-2013

SMALL KITCHEN APPLIANCES (NON-COOKING) IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 100 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2003-2008

Table 101 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2003-2008

Table 102 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2003-2008

Table 103 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2003-2008

Table 104 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008

Table 105 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008

Table 106 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2008-2013

Table 107 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2008-2013

Table 108 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2008-2013

Table 109 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2008-2013

VACUUM CLEANERS IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 110 Sales of Vacuum Cleaners by Subsector: Volume 2003-2008

Table 111 Sales of Vacuum Cleaners by Subsector: Value 2003-2008

Table 112 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2003-2008

Table 113 Sales of Vacuum Cleaners by Subsector: % Value Growth 2003-2008

Table 114 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2004-2008

Table 115 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2004-2008

Table 116 Company Shares of Vacuum Cleaners 2004-2008

Table 117 Brand Shares of Vacuum Cleaners 2005-2008

Table 118 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2008-2013

Table 119 Forecast Sales of Vacuum Cleaners by Subsector: Value 2008-2013

Table 120 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2008-2013

Table 121 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2008-2013

IRONS IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 122 Sales of Irons: 2003-2008

Table 123 Sales of Irons: % Growth 2003-2008

Table 124 Unit Sales of Irons by Format: % Breakdown 2004-2008

Table 125 Company Shares of Irons 2004-2008

Table 126 Brand Shares of Irons 2005-2008

Table 127 Forecast Sales of Irons: 2008-2013

Table 128 Forecast Sales of Irons: % Growth 2008-2013

PERSONAL CARE APPLIANCES IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 129 Sales of Personal Care Appliances: 2003-2008

Table 130 Sales of Personal Care Appliances: % Growth 2003-2008

Table 131 Sales of Hair Care Appliances by Format: % Breakdown 2003-2008

Table 132 Sales of Body Shavers by Type: % Breakdown 2003-2008

Table 133 Company Shares of Personal Care Appliances 2004-2008

Table 134 Brand Shares of Personal Care Appliances 2005-2008

Table 135 Forecast Sales of Personal Care Appliances: 2008-2013

Table 136 Forecast Sales of Personal Care Appliances: % Growth 2008-2013

AIR TREATMENT PRODUCTS IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 137 Sales of Air Treatment Products: 2003-2008

Table 138 Sales of Air Treatment Products: % Growth 2003-2008

Table 139 Company Shares of Air Treatment Products 2004-2008

Table 140 Brand Shares of Air Treatment Products 2005-2008

Table 141 Forecast Sales of Air Treatment Products: 2008-2013

Table 142 Forecast Sales of Air Treatment Products: % Growth 2008-2013

HEATING APPLIANCES IN VIETNAM

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 143 Retail Sales of Heating Appliances: 2003-2008

Table 144 Retail Sales of Heating Appliances: % Growth 2003-2008

Table 145 Company Shares of Heating Appliances 2004-2008

Table 146 Brand Shares of Heating Appliances 2005-2008

Table 147 Forecast Sales of Heating Appliances: 2008-2013

Table 148 Forecast Sales of Heating Appliances: % Growth 2008-2013