Executive Summary

Aug 2019
Growth continues to decelerate in 2019, with producers having to work harder to sell to device-sufficient consumers

In 2019, consumer electronics is seeing the slowest current value growth of the review period. With incomes having risen during the review period, consumers were better able to afford these items, especially with a wide range of promotional offers and financial assistance packages being on offer.

Premium sales are rising as incomes and living standards increase

Vietnam’s real GDP growth remains at a fairly high level, with inflation relatively low and steady. Higher disposable incomes in the population are helping improve living standards and allowing more consumers to explore global brands of consumer electronics and experience the very latest innovations and newest technologies.

Aggressive and sustained advertising characterises an increasingly competitive landscape

As consumer electronics reaches maturity, players are having to make strong investments not only in research and development activities to cope with the needs of consumers, but also in advertising campaigns to boost sales. Maintaining a presence in this increasingly competitive market requires extensive understanding about the needs and trends of each income segment.

Internet retailing is now a major channel in consumer electronics

There has been a boom in internet retailing in Vietnam, boosted by improved internet infrastructure, higher smartphone penetration and cheaper retail prices compared with store-based outlets. Lazada, Shopee, Sendo and Tiki are the leading e-retailers in the market.

Achieving volume growth will be tougher as competition increases and consumers have less need to upgrade their devices

Over the forecast period, consumer electronics is expected to see stagnant retail volume sales overall. Despite increased efforts to advertise and market new products, key brands such as Samsung anticipate slower growth in their sales.

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Consumer Electronics in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Electronics industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Vietnam for free:

The Consumer Electronics in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Electronics in Vietnam?
  • What is the fastest growing product category?
  • What consumer electronics segments are growing the fastest?
  • What are the major technology trends in new consumer electronics products?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Consumer Electronics in Vietnam

EXECUTIVE SUMMARY

Growth continues to decelerate in 2019, with producers having to work harder to sell to device-sufficient consumers
Premium sales are rising as incomes and living standards increase
Aggressive and sustained advertising characterises an increasingly competitive landscape
Internet retailing is now a major channel in consumer electronics
Achieving volume growth will be tougher as competition increases and consumers have less need to upgrade their devices

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 2 Sales of Consumer Electronics by Category: Value 2014-2019
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Computers and Peripherals in Vietnam

HEADLINES

PROSPECTS

The rise in working professionals creates opportunities for players in laptops
Despite smartphone ubiquity, higher-level tasks keep laptops and tablets relevant
Producers prioritise high-end computers to achieve strong value growth

COMPETITIVE LANDSCAPE

Dell and HP engage in considerable discounting to boost volume sales
Apple is at the top of the tree in tablets
Domestic brands are negligible as consumers prefer the global names

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2014-2019
Table 13 Sales of Computers and Peripherals by Category: Value 2014-2019
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2014-2019
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2014-2019
Table 16 Sales of Computers by Category: Business Volume 2014-2019
Table 17 Sales of Computers by Category: Business Value MSP 2014-2019
Table 18 Sales of Computers by Category: Busines Volume Growth 2014-2019
Table 19 Sales of Computers by Category: Business Value MSP Growth 2014-2019
Table 20 Sales of Laptops by Form Factor 2018-2019
Table 21 Sales of Tablets by Operating System 2014-2019
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2015-2019
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2016-2019
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2014-2019
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2019-2024
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2019-2024
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2019-2024
Table 29 Forecast Sales of Computers by Category: Business Volume 2019-2024
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2019-2024
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2019-2024
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2019-2024
Table 33 Forecast Sales of Laptops by Form Factor 2019-2024
Table 34 Forecast Sales of Tablets by Operating System 2019-2024

Home Audio and Cinema in Vietnam

HEADLINES

PROSPECTS

Rising spending power amplifies consumer demand for home cinema and speaker systems
Home cinema and speaker systems are increasingly sociable and smart
Internet retailing is becoming popular in urban areas as consumers embrace shopping online

COMPETITIVE LANDSCAPE

Samsung succeeds through aggressive advertising and offering a good device for everyone’s budget
International brands win hands down thanks to their global recognition and high-level innovation

CATEGORY DATA

Table 35 Sales of Home Audio and Cinema by Category: Volume 2014-2019
Table 36 Sales of Home Audio and Cinema by Category: Value 2014-2019
Table 37 Sales of Home Audio and Cinema by Category: % Volume Growth 2014-2019
Table 38 Sales of Home Audio and Cinema by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Home Audio and Cinema: % Volume 2015-2019
Table 40 LBN Brand Shares of Home Audio and Cinema: % Volume 2016-2019
Table 41 Distribution of Home Audio and Cinema by Channel: % Volume 2014-2019
Table 42 Forecast Sales of Home Audio and Cinema by Category: Volume 2019-2024
Table 43 Forecast Sales of Home Audio and Cinema by Category: Value 2019-2024
Table 44 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2019-2024
Table 45 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2019-2024

Home Video in Vietnam

HEADLINES

PROSPECTS

Televisions increasingly drive overall sales, boosted by rising purchasing power and interest in new, internet smart models
The bigger screen is better for the Vietnamese, while big sporting events will keep sales spiking
Video players are out of sync with connected consumers

COMPETITIVE LANDSCAPE

Samsung’s prolific marketing and promotion helps to cement its leadership
Internationals lead through consumer recognition and product innovation, while domestic players are growing through cheaper televisions
Large retail chain Dienmayxanh provides opportunities for further rural penetration

CATEGORY DATA

Table 46 Sales of Home Video by Category: Volume 2014-2019
Table 47 Sales of Home Video by Category: Value 2014-2019
Table 48 Sales of Home Video by Category: % Volume Growth 2014-2019
Table 49 Sales of Home Video by Category: % Value Growth 2014-2019
Table 50 Sales of LCD TVs by Network Connectivity: % Retail Volume 2014-2019
Table 51 NBO Company Shares of Home Video: % Volume 2015-2019
Table 52 LBN Brand Shares of Home Video: % Volume 2016-2019
Table 53 Distribution of Home Video by Channel: % Volume 2014-2019
Table 54 Forecast Sales of Home Video by Category: Volume 2019-2024
Table 55 Forecast Sales of Home Video by Category: Value 2019-2024
Table 56 Forecast Sales of Home Video by Category: % Volume Growth 2019-2024
Table 57 Forecast Sales of Home Video by Category: % Value Growth 2019-2024
Table 58 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2019-2024

Imaging Devices in Vietnam

HEADLINES

PROSPECTS

Imaging devices now rely on travellers and outdoor enthusiasts, as the casual user prefers their smartphone
Compact system cameras are the most promising format in digital cameras as the great outdoors beckons
Mid-priced digital cameras are now in focus

COMPETITIVE LANDSCAPE

Canon is the clear leader with a vast product range, but Sony is strengthening
Domestic brands cannot overcome barriers to entry in imaging devices
GoPro captures great growth, with mirrorless cameras getting in on the action

CATEGORY DATA

Table 59 Sales of Imaging Devices by Category: Volume 2014-2019
Table 60 Sales of Imaging Devices by Category: Value 2014-2019
Table 61 Sales of Imaging Devices by Category: % Volume Growth 2014-2019
Table 62 Sales of Imaging Devices by Category: % Value Growth 2014-2019
Table 63 Sales of Digital Cameras by Type: % Retail Volume 2014-2019
Table 64 NBO Company Shares of Imaging Devices: % Volume 2015-2019
Table 65 LBN Brand Shares of Imaging Devices: % Volume 2016-2019
Table 66 Distribution of Imaging Devices by Channel: % Volume 2014-2019
Table 67 Forecast Sales of Imaging Devices by Category: Volume 2019-2024
Table 68 Forecast Sales of Imaging Devices by Category: Value 2019-2024
Table 69 Forecast Sales of Imaging Devices by Category: % Volume Growth 2019-2024
Table 70 Forecast Sales of Imaging Devices by Category: % Value Growth 2019-2024
Table 71 Forecast Sales of Digital Cameras by Type: % Retail Volume 2019-2024

In-Car Entertainment in Vietnam

HEADLINES

PROSPECTS

More cars in Vietnam ensure healthy volume growth, though in-car navigation continues to play second fiddle to smartphones
In-dash media players benefit from consumers with older and more premium cars
Young drivers are the key demographic for in-car speakers

COMPETITIVE LANDSCAPE

A diverse range of in-dash media players speaks volumes for Caska
Supporting the most popular apps, and working with smartphones rather than against them, is the way to appeal to consumers
The presence of strong brands is lacking in in-car navigation and in-car speakers, while store-based retailers benefit from better-quality products and services

CATEGORY DATA

Table 72 Sales of In-Car Entertainment by Category: Volume 2014-2019
Table 73 Sales of In-Car Entertainment by Category: Value 2014-2019
Table 74 Sales of In-Car Entertainment by Category: % Volume Growth 2014-2019
Table 75 Sales of In-Car Entertainment by Category: % Value Growth 2014-2019
Table 76 NBO Company Shares of In-Car Entertainment: % Volume 2015-2019
Table 77 LBN Brand Shares of In-Car Entertainment: % Volume 2016-2019
Table 78 Distribution of In-Car Entertainment by Channel: % Volume 2014-2019
Table 79 Forecast Sales of In-Car Entertainment by Category: Volume 2019-2024
Table 80 Forecast Sales of In-Car Entertainment by Category: Value 2019-2024
Table 81 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2019-2024
Table 82 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2019-2024

Mobile Phones in Vietnam

HEADLINES

PROSPECTS

Volume growth decelerates as consumers are happy with their current smartphones
Vietnam’s young population drive demand for mid-priced smartphones as well as fuelling the gaming craze
Feature phones still have their uses, while internet retailing rings the changes in mobile phone distributions

COMPETITIVE LANDSCAPE

Samsung staves off mounting pressure from Chinese brands to maintain its lead
More brands are upgrading to the high-end price band as volume growth slows
Major store-based retailers are being undercut on price

CATEGORY DATA

Table 83 Sales of Mobile Phones by Category: Volume 2014-2019
Table 84 Sales of Mobile Phones by Category: Value 2014-2019
Table 85 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 86 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 87 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 88 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 89 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 90 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 91 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 92 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 93 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 94 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 95 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Portable Players in Vietnam

HEADLINES

PROSPECTS

Wireless speakers throw portable players a lifeline
Smartphones offer good audio and reading quality, meaning portable media players and e-readers are now superfluous
Sports enthusiasts prefer to train to music on portable media players

COMPETITIVE LANDSCAPE

Prolific in its output, Sony now leads portable players
Divoom leads the promising wireless speakers category, but others are sensing the opportunity there too
Discounting is expanding online as competition rises

CATEGORY DATA

Table 96 Sales of Portable Players by Category: Volume 2014-2019
Table 97 Sales of Portable Players by Category: Value 2014-2019
Table 98 Sales of Portable Players by Category: % Volume Growth 2014-2019
Table 99 Sales of Portable Players by Category: % Value Growth 2014-2019
Table 100 NBO Company Shares of Portable Players: % Volume 2015-2019
Table 101 LBN Brand Shares of Portable Players: % Volume 2016-2019
Table 102 Distribution of Portable Players by Channel: % Volume 2014-2019
Table 103 Forecast Sales of Portable Players by Category: Volume 2019-2024
Table 104 Forecast Sales of Portable Players by Category: Value 2019-2024
Table 105 Forecast Sales of Portable Players by Category: % Volume Growth 2019-2024
Table 106 Forecast Sales of Portable Players by Category: % Value Growth 2019-2024

Wearable Electronics in Vietnam

HEADLINES

PROSPECTS

Active exercise is more of a priority for consumers, triggering category growth
Slower growth is posted as prices remain out of bounds for the low-income group
Wearable electronics get the best reception from young consumers

COMPETITIVE LANDSCAPE

Xiaomi sets the pace again in activity wearables
Samsung and Apple cater to an upper-income niche
Greater exposure in store-based retailers will drive further interest and sales

CATEGORY DATA

Table 107 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 108 Sales of Wearable Electronics by Category: Value 2014-2019
Table 109 Sales of Wearable Electronics by Category: % Volume Growth 2016-2019
Table 110 Sales of Wearable Electronics by Category: % Value Growth 2016-2019
Table 111 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 112 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 113 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 114 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 115 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 116 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 117 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024