Vacuum Cleaners in Vietnam

PROSPECTS

Cylinder products dominate due to low prices and new features

Vacuum cleaners continued to see retail volume growth in 2019, maintaining the same growth rate seen in the previous two years. Cylinder vacuum cleaners is the only category with notable sales.

New formats of vacuum cleaners emerge in the country

Although cylinder vacuum cleaners is the main category within vacuum cleaners, other formats are starting to emerge in the country. Robotic vacuum cleaners is becoming increasingly competitive, although demand for such products remains limited to the wealthy and technology-lovers, due to their high prices.

Promotions offered before the Tet holidays to boost sales

Sales of non-robotic vacuums are boosted by huge promotional programmes across different channels, with discounts of up to 50% often being applied to models on Lazada or Tiki. During the year-end sale season, when Vietnamese consumers traditionally clean their homes in preparation for the Tet holidays, consumers benefit from big discounts of 50-70%.

COMPETITIVE LANDSCAPE

Hitachi maintains its lead despite its higher prices due to consumer trust

Sales of vacuum cleaners are led by Japanese companies, with Hitachi Asia (Vietnam) remaining the leading player in retail volume terms in 2019, followed by Panasonic Vietnam. This is thanks to their long-standing presence in the country and consumer trust in their brands.

Electrolux launch unable to stop its share decline

In 2019, the launch of the Electrolux Pure F9 addressed the weaknesses of cordless vacuum cleaners, including low suction power and poor battery time. Its new cordless model claims to combine the performance of a traditional vacuum cleaner with the freedom of a stick vacuum cleaner.

New launches and comprehensive warranties in robotic vacuum cleaners

Xiaomi has become extremely active in the country, launching many new vacuum cleaners, such as a cordless vacuum cleaner with mop, and a robotic vacuum cleaner connected to the internet. Also within robotic vacuum cleaners, Kowon is the only brand which addresses customers’ desire for a warranty covering user-initiated breakdowns, whilst other brands just issue a warranty for manufacturer faults.

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