Executive Summary

Aug 2019
PROSPECTS
Volume growth decelerates as consumers are happy with their current smartphones

Consumers in Vietnam have become somewhat resistant to the current marketing activities of mobile phone players as the majority are satisfied with their existing smartphones. After a long period of constantly upgrading their smartphones, many Vietnamese consumers are no longer seeing significant differences in the newer models of smartphones.

Vietnam’s young population drive demand for mid-priced smartphones as well as fuelling the gaming craze

Since Vietnam has a young population, mid-price smartphones costing VND5-10 million with newer technologies are still the most sought-after models. Large screen, dual camera, new imaging features and long battery life are the most appealing features when people consider buying a smartphone.

Feature phones still have their uses, while internet retailing rings the changes in mobile phone distributions

Although feature phones has continued to decline in retail volume terms in 2019, demand still exists for these products in Vietnam. The largest consumers of feature phones is the low-income segment, especially in rural areas where people just need mobile phones for basic communication.

COMPETITIVE LANDSCAPE
Samsung staves off mounting pressure from Chinese brands to maintain its lead

Samsung Vina Electronics Co Ltd continues to lead mobile phones in 2019. The company holds the leading position in smartphones and second position in feature phones.

More brands are upgrading to the high-end price band as volume growth slows

Being considered pioneers in their designs, both Apple’s and Samsung’s high-end smartphones have gained solid reputations in Vietnam. 2018 saw many of their rivals launching their own high-end products.

Major store-based retailers are being undercut on price

Internet retailing for smartphones is booming thanks to the faster growth of Vietnamese e-commerce. Tiki is regarded as a trustworthy online retailer in terms of smartphones and continually runs promotional campaigns, offering much lower prices than other channels, as well as 0%-interest on payment plans.

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Mobile Phones in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones 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 Mobile Phones industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Phones 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 Mobile Phones in Vietnam?
  • What are the major brands in Vietnam?
  • What is the growth rate for Mobile Phones in country?
  • How many 3G mobile phones were sold last year?
  • How will the introduction of 4G mobile phones impact the mobile phone market?

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.

Mobile Phones in Vietnam - Category analysis

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 1 Sales of Mobile Phones by Category: Volume 2014-2019
Table 2 Sales of Mobile Phones by Category: Value 2014-2019
Table 3 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 4 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 5 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 6 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 7 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 8 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 9 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 10 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 11 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 13 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Consumer Electronics in Vietnam - Industry Overview

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 14 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 15 Sales of Consumer Electronics by Category: Value 2014-2019
Table 16 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 17 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 19 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 20 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 21 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 22 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 23 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 24 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources