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Table 22 Table 23
Forecast Sales of Large Kitchen Appliances by Sector and by Builtin/Freestanding Split: % Volume Growth 2008-2013 ......................................................19 Forecast Sales of Large Kitchen Appliances by Sector and by Builtin/Freestanding Split: % Value Growth 2008-2013 ..........................................................20
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expected to go in 2009. Foreign investors are slow to disburse their investment projects and tourism has also suffered from falls in numbers. The economic downturn has led consumers to cut back on their consumption of durable goods including domestic electrical appliances. Current Impact A severe reduction in consumption of consumer goods and durable goods occurred in November and December 2008. Concern about the countrys economic prospects illustrated by layoffs, gasoline and electricity price hikes have made consumers postpone their spending. According to the General Statistical Office, national retail sales had a year-on-year 6% increase between 2007-2008, the lowest increase in the review period. To entice demand for domestic appliances, manufacturers and retailers have lowered prices and offered numerous promotions. In December 2008, Nguyen Kim, Thien Hoa and HCHomeCenter also known as Cho Lon had sales with reductions of around 20 to 50% for a variety of domestic electrical appliances such as refrigerators, washing machines, cooling fans, vacuum cleaners. However, sales did not pick up very much until the period before Lunar New Year 2009. Vietnamese consumers have a long-standing habit of purchasing new things before Lunar New Year as they want their houses to look new and fresh in the New Year. Outlook Since the beginning of 2009, there were more employment redundancies. Gas prices are not likely to rise again in 2009, as crude oil prices were slow in the midst of global recession. As the economy is likely to suffer even more in 2009, consumers are expected to continue to cut back on their consumption in 2009 and only purchase when prices are lowered. Therefore, retailers are likely to continue offering large-scale sale-offs, promotions and improved post-sales services to entice demand, particularly at year-end and in festive seasons such as Christmas and Lunar New Year. Leading manufacturers such as Sanyo and Panasonic always have promotions prior to Lunar New Year. Consumption of domestic electrical appliances will thus rise especially during festive seasons but the increase in retail sale volume will be much lower than the past years. Future Impact The government has imposed tax cuts and loaned out to enterprises to stimulate the economy. This has enabled manufacturers and retailers to reduce prices and hence attract consumers. Low import prices of household appliances from countries like Thailand, Singapore, Malaysia and low tax rates have also enabled manufacturers and retailers to lower prices and therefore entice purchase. Consumers gained in terms of prices, new advanced products and better services. Hence, the market for domestic electrical appliances will continue to grow healthily in the long term. In general, all segments in the domestic electrical appliances market will grow. Products that are still new and unfamiliar with Vietnamese consumers such as dishwashers, microwaves will start to gain share as income rises and consumers will have more sophisticated demand.
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Outlook As the economic downturn will continue into 2009, domestic consumption will fall which will result in falling prices of domestic electrical appliances. Furthermore, since Vietnam has become a member of WTO, Vietnam has opened its markets to foreign investors as well as reduced tariffs which created a highly competitive environment for the retail industry including sales of domestic electrical appliances. This will lead to more price competition between existing players and new foreign players. The Association of Southeast Asian Nations (ASEAN) is planning to implement ASEAN economic integration which will take place from 2010 to 2015. The ASEAN Free Trade Agreement (AFTA), tariffs and non-tariff barriers in 12 product lines will be eliminated by 2010. Electronics are one of these 12 product lines. At the end of 2008, ASEAN airlines had started to facilitate transportation of goods between ASEAN members. Future Impact Prices are expected to continue falling in 2009. The extent of the price decrease will depend on the penetration of foreign players as well as the competition between existing manufacturers and retailers. With lower prices of imported products and lower import taxes, prices of new products will also fall. New products introduced in 2008 had lower prices than ones introduced a year ago. Consumers benefit from this trend, as they are now able to buy advanced products at a lower price. Retailers can also enjoy higher sales volume due to low prices. When WTO and AFTA agreements come into force from 2009 onwards, tariffs for domestic electrical appliances will be cut further and this will reduce the import price. Manufacturers are likely to shift to importing products made in other Asian countries into Vietnam. Vietnamese consumers largely prefer imported products, as they believe these products to be of higher quality.
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With lower import prices and lower import taxes, there will be more advanced foreign products in the market. Also, manufacturers are attracting consumers towards their new product lines. These factors will contribute to higher retail volumes of quality products. Future Impact The increasing consumer demand for intelligent and convenient products is a potential field to exploit in the forecast period. LG has so far succeeded in exploiting this trend with its new series of washing machines (Tromm and Spirit) and air conditioners (Jet Cool, Neo Plasma and Art Cool) which are establishing the company as a leading brand of quality products. Samsung VINA, Sony Vietnam and LG have said that they plan to import more high quality products into Vietnam in the future. Best Denki, the popular Japanese retailer of high quality, highly intelligent products has entered the segment. In the forecast period, it is expected that other foreign retailers such as Koreas GS Retail and USs Best Buy will bring to Vietnam a large supply of advanced products
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Vietnam has suffered from power shortages since 2007 that have caused numerous problems to people and manufacturers, including domestic electrical appliances producers. The power shortage becomes particularly severe during the dry season as most of the countrys electricity comes from hydroelectric plants. The electricity industry is running out of capacity to meet demand. As living standard rise and businesses are expanding, demand for electricity has risen sharply. People now enjoy using air conditioners rather than cooling fans or vacuum cleaners rather than brooms. In addition to the power shortage problem, electricity and gas prices also increased between 2007-2008. This has raised awareness among consumers to save energy and switch to power saving products. Current Impact The government has launched an energy-saving campaign among households and businesses since 2008. This campaign is carried out though television programmes as well as popular newspapers. According to a survey in 2008 by the Energy Conservation Centre, 8,000 households, businesses and agencies in Ho Chi Minh City and neighbouring provinces, Can Tho and Binh Duong, showed a remarkable change in energy-saving awareness. Consumers are now more aware of energy when buying electrical products and choose to buy power saving products. Some popular energy-saving products are LGs Ecosave washing machines and Inverter air conditioners. In 2008, Matsushita launched its new air conditioners named Envio I2 and P2 which claim to save up to 50% of the energy consumed. Outlook The government has announced many new electricity plants projects with an aim to make Vietnam selfsufficient in electricity and even export to neighbouring countries. The government also aims to establish the countrys electricity industry as the chief driver of economic development by 2020. The government aims to build many more electricity generators all over the country to achieve an output of 201 to 250 billion kWh and export electricity to other countries by 2020. However, in the forecast period, consumers will still go for power saving products and producers of power savings products will also gain better reputation in the industry. Future Impact This trend in energy-saving products will continue in the medium and longer term, particularly in 2009 when the economy is still in a mild recession and consumers have to save. Therefore, manufacturers will focus on producing more power saving products to meet this demand. This trend will lead to a rise in value-share of certain products with energy-saving functions across all large appliances such as refrigerators, washing machines, air conditioners as they tend to consume a large amount of electricity. Small appliances such as irons will also feature energy saving functions.
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Outlook There are more young consumers living in apartments who want to learn and improve their cooking skills, so demand for electrical appliances and cooking appliances will increase over the forecast period. Manufacturers of cooking appliances have launched new marketing activities to win value-share in this segment. In 2007, LG introduced a new high quality kitchenware product line that included microwaves, ovens and freezers. This product line offers different types of products and prices to cater to all consumers. These products also appeal to middle-income to high-income consumers as they can buy a whole set of high quality products with similar designs which will make their kitchens look more beautiful. Future Impact As demand for cooking and food preparation appliances has risen, this will be an ideal segment for manufacturers and retailers to expand in the forecast period. An increasing number of Vietnamese high-income households will be interested in buying an entire suite of electrical appliances, cooking appliances and kitchenware to enhance the look of their kitchens. This trend will benefit sectors such as refrigerators, cookers, hobs and microwaves. Cooking appliances and kitchenware are likely to see strong growth, particularly when the economy recovers.
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MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2003-2008
% households 2003 Fridge freezers Fridges Freezers Automatic washing machines Automatic washer dryers Automatic tumble dryers Dishwashers Cookers Range cookers Ovens Hobs Cooker hoods Microwaves Food preparation appliances Coffee machines Upright vacuum cleaners Cylinder vacuum cleaners Wet and dry vacuum cleaners Handheld vacuum cleaners Irons Hair care appliances Body shavers Oral hygiene appliances Room air conditioners Cooling fans Heating appliances
Source:
2004 1.9 17.1 6.0 6.2 0.3 80.4 88.1 9.6 0.7 4.0 0.9 38.8 9.9 11.1 0.3 2.0 82.2 1.9
2005 2.3 18.7 7.0 8.4 0.4 81.5 88.7 11.3 0.8 4.4 1.0 39.7 10.8 11.8 0.3 2.2 82.6 2.2
2006 2.7 21.1 8.3 10.2 0.5 82.4 89.5 13.1 0.9 5.0 1.1 40.5 11.8 12.2 0.3 2.5 83.1 2.4
2007 3.0 23.8 9.5 12.3 0.6 83.3 90.0 14.5 1.0 5.5 1.3 41.2 12.5 13.0 0.3 2.7 83.5 2.6
2008 3.4 26.9 10.5 14.2 0.8 84.2 90.3 16.0 1.1 6.0 1.5 42.0 13.3 13.8 0.4 3.0 83.9 2.8
1.6 14.4 5.0 4.9 0.2 79.5 87.8 8.1 0.7 3.6 0.8 37.9 8.9 9.0 0.3 1.7 81.8 1.6
Table 2
Replacement cycles - years 2008 Heating appliances Cooling fans Room air conditioners Body shavers Hair care appliances Irons Cylinder vacuum cleaners Coffee machines Food preparation appliances Microwaves Cookers Automatic washing machines Freezers Fridges Fridge freezers
Source: Official statistics, trade associations, Euromonitor International estimates
2.0 2.0 13.0 3.0 4.0 2.0 5.0 8.0 5.0 6.0 4.0 12.0 10.0 10.0 15.0
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MARKET DATA
Table 3 '000 units 2003 Large kitchen appliances Small electrical appliances Domestic electrical appliances
Source:
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
2003 Large kitchen appliances Small electrical appliances Domestic electrical appliances
Source:
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
2007/08 Large kitchen appliances Small electrical appliances Domestic electrical appliances
Source:
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 6
% current value growth 2007/08 Large kitchen appliances Small electrical appliances Domestic electrical appliances
Source:
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 7
Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2003-2008
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Large kitchen appliances Built-in LKAs Freestanding LKAs Refrigeration appliances - Built-in refrigeration appliances - Freestanding refrigeration appliances - Fridge freezers -- Built-in fridge freezers -- Freestanding fridge freezers - Fridges -- Built-in fridges -- Freestanding fridges - Freezers -- Built-in freezers -- Freestanding freezers - Electric Wine coolers/ chillers -- Built-in electric wine coolers/chillers -- Freestanding electric wine coolers/ chillers Home laundry appliances - Built-in home laundry appliances - Freestanding home laundry appliances - Automatic washing machines -- Built-in automatic washing machines -- Freestanding automatic washing machines - Automatic washer dryers -- Built-in washer dryers -- Freestanding washer dryers - Automatic tumble dryers -- Built-in tumble dryers -- Freestanding tumble dryers - Other home laundry appliances -- Other built-in home laundry appliances -- Other freestanding home laundry appliances Dishwashers - Built-in dishwashers - Freestanding dishwashers Large cooking appliances - Built-in large cooking appliances - Freestanding large cooking appliances - Cookers - Range cookers - Ovens - Hobs
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-- Built-in hobs -- Freestanding hobs - Cooker hoods -- Built-in cooker hoods -- Freestanding cooker hoods Microwaves - Built-in microwaves - Freestanding microwaves
Source:
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 8
Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2003-2008
VND billion 2003 Large kitchen appliances Built-in LKAs Freestanding LKAs Refrigeration appliances - Built-in refrigeration appliances - Freestanding refrigeration appliances - Fridge freezers -- Built-in fridge freezers -- Freestanding fridge freezers - Fridges -- Built-in fridges -- Freestanding fridges - Freezers -- Built-in freezers -- Freestanding freezers - Electric Wine coolers/ chillers -- Built-in electric wine coolers/chillers -- Freestanding electric wine coolers/ chillers Home laundry appliances - Built-in home laundry appliances - Freestanding home laundry appliances - Automatic washing machines -- Built-in automatic washing machines -- Freestanding automatic washing machines - Automatic washer dryers -- Built-in washer dryers -- Freestanding washer dryers - Automatic tumble dryers -- Built-in tumble dryers -- Freestanding tumble dryers 3,839.5 3,839.5 1,717.5 1,717.5 244.8 244.8 1,472.7 1,472.7 2004 4,740.8 4,740.8 2,299.9 2,299.9 309.2 309.2 1,990.7 1,990.7 2005 6,123.6 6,123.6 3,003.1 3,003.1 429.2 429.2 2,573.9 2,573.9 2006 7,767.6 7,767.6 3,777.7 3,777.7 653.7 653.7 3,124.0 3,124.0 2007 10,116.2 10,116.2 4,858.8 4,858.8 998.1 998.1 3,860.7 3,860.7 2008 12,012.7 12,012.7 5,663.4 5,663.4 1,238.2 1,238.2 4,425.2 4,425.2 -
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- Other home laundry appliances -- Other built-in home laundry appliances -- Other freestanding home laundry appliances Dishwashers - Built-in dishwashers - Freestanding dishwashers Large cooking appliances - Built-in large cooking appliances - Freestanding large cooking appliances - Cookers - Range cookers - Ovens - Hobs -- Built-in hobs -- Freestanding hobs - Cooker hoods -- Built-in cooker hoods -- Freestanding cooker hoods Microwaves - Built-in microwaves - Freestanding microwaves
Source:
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 9
Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2003-2008
% volume growth 2007/08 Large kitchen appliances Built-in LKAs Freestanding LKAs Refrigeration appliances - Built-in refrigeration appliances - Freestanding refrigeration appliances - Fridge freezers -- Built-in fridge freezers -- Freestanding fridge freezers - Fridges -- Built-in fridges -- Freestanding fridges - Freezers -- Built-in freezers -- Freestanding freezers - Electric Wine coolers/chillers -- Built-in electric wine coolers/ chillers -- Freestanding electric wine coolers/ chillers Home laundry appliances - Built-in home laundry appliances - Freestanding home laundry appliances - Automatic washing machines -- Built-in automatic washing machines -- Freestanding automatic washing machines 15.3 15.3 12.8 12.8 20.0 20.0 12.0 12.0 20.0 20.0 20.0 20.0 2003-08 CAGR 27.5 27.5 31.0 31.0 37.7 37.7 30.3 30.3 35.2 35.2 35.2 35.2 2003/08 TOTAL 237.2 237.2 285.8 285.8 394.3 394.3 275.6 275.6 351.7 351.7 351.7 351.7
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- Automatic washer dryers -- Built-in washer dryers -- Freestanding washer dryers - Automatic tumble dryers -- Built-in tumble dryers -- Freestanding tumble dryers - Other home laundry appliances -- Other built-in home laundry appliances -- Other freestanding home laundry appliances Dishwashers - Built-in dishwashers - Freestanding dishwashers Large cooking appliances - Built-in large cooking appliances - Freestanding large cooking appliances - Cookers - Range cookers - Ovens - Hobs -- Built-in hobs -- Freestanding hobs - Cooker hoods -- Built-in cooker hoods -- Freestanding cooker hoods Microwaves - Built-in microwaves - Freestanding microwaves
Source:
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 10
Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2003-2008
% current value growth 2007/08 Large kitchen appliances Built-in LKAs Freestanding LKAs Refrigeration appliances - Built-in refrigeration appliances - Freestanding refrigeration appliances - Fridge freezers -- Built-in fridge freezers -- Freestanding fridge freezers - Fridges -- Built-in fridges -- Freestanding fridges - Freezers -- Built-in freezers -- Freestanding freezers - Electric Wine coolers/chillers -- Built-in electric wine coolers/ chillers -- Freestanding electric wine coolers/ chillers Home laundry appliances - Built-in home laundry appliances - Freestanding home laundry appliances - Automatic washing machines -- Built-in automatic washing machines -- Freestanding automatic washing 18.7 18.7 16.6 16.6 24.1 24.1 14.6 14.6 22.4 22.4 22.4 22.4 2003-08 CAGR 25.6 25.6 27.0 27.0 38.3 38.3 24.6 24.6 34.2 34.2 34.2 34.2 2003/08 TOTAL 212.9 212.9 229.7 229.7 405.8 405.8 200.5 200.5 335.6 335.6 335.6 335.6
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machines - Automatic washer dryers -- Built-in washer dryers -- Freestanding washer dryers - Automatic tumble dryers -- Built-in tumble dryers -- Freestanding tumble dryers - Other home laundry appliances -- Other built-in home laundry appliances -- Other freestanding home laundry appliances Dishwashers - Built-in dishwashers - Freestanding dishwashers Large cooking appliances - Built-in large cooking appliances - Freestanding large cooking appliances - Cookers - Range cookers - Ovens - Hobs -- Built-in hobs -- Freestanding hobs - Cooker hoods -- Built-in cooker hoods -- Freestanding cooker hoods Microwaves - Built-in microwaves - Freestanding microwaves
Source:
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
2004 18.8 7.8 9.4 4.3 6.2 5.1 6.2 3.7 1.1 1.9 1.4 34.1 100.0
2005 19.9 9.8 10.0 5.1 6.4 5.4 5.1 3.1 1.4 1.5 1.1 31.3 100.0
2006 20.5 11.9 10.7 5.5 6.6 5.5 4.5 2.8 1.6 1.3 0.9 28.1 100.0
2007 20.5 12.8 11.7 6.0 6.5 5.5 4.0 2.5 1.9 1.2 0.8 26.7 100.0
2008 20.0 13.2 11.5 6.2 6.1 5.1 4.0 2.4 1.7 1.2 0.8 27.9 100.0
Sanyo Home Appliances Asean Co Ltd LG Electronics Vietnam Toshiba Consumer Product Vietnam Co Ltd SAMSUNG VINA Matsushita Home Appliances Co Ltd STC Co Ltd Quang Vinh Co Ltd Tristar Corporation Thai Thanh Trading Co Ltd Rinnai Vietnam Co Ltd Electrolux Vietnam Ltd Others Total
Source:
Trade associations, trade press, company research, trade interviews, Euromonitor International estimates
2005 19.9
2006 20.5
2007 20.5
2008 20.0
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LG Toshiba Samsung Panasonic Mitsubishi Goldsun Fagor Sharp Rinnai Electrolux Others Total
Source:
Asean Co Ltd LG Electronics Vietnam Toshiba Consumer Product Vietnam Co Ltd SAMSUNG VINA Matsushita Home Appliances Co Ltd STC Co Ltd Quang Vinh Co Ltd Tristar Corporation Thai Thanh Trading Co Ltd Rinnai Vietnam Co Ltd Electrolux Vietnam Ltd
9.8 10.0 5.1 6.4 5.4 5.1 3.1 1.4 1.5 1.1 31.3 100.0
11.9 10.7 5.5 6.6 5.5 4.5 2.8 1.6 1.3 0.9 28.1 100.0
12.8 11.7 6.0 6.5 5.5 4.0 2.5 1.9 1.2 0.8 26.7 100.0
13.2 11.5 6.2 6.1 5.1 4.0 2.4 1.7 1.2 0.8 27.9 100.0
Trade associations, trade press, company research, trade interviews, Euromonitor International estimates
2004 25.1 18.7 12.6 8.8 8.1 8.5 7.2 3.5 2.1 5.4 100.0
2005 24.8 18.9 12.3 9.3 8.0 8.3 7.3 2.8 2.2 6.1 100.0
2006 24.6 19.0 12.0 9.5 7.9 8.1 7.4 2.7 1.8 7.0 100.0
2007 24.3 19.2 11.8 9.8 7.9 8.0 7.5 2.6 1.6 7.3 100.0
2008 24.3 18.5 11.5 9.6 7.7 7.6 7.5 2.8 1.6 8.8 100.0
Philips Electronics Vietnam Co Ltd Thai Thanh Trading Co Ltd Tara Joint Stock Co Nagakawa Joint Venture Co Phu Thai Group Toshiba Consumer Product Vietnam Co Ltd Sanyo Home Appliances Asean Co Ltd Son Thang Co Ltd Quang Vinh Co Ltd Others Total
Source:
Trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table 14 % retail volume Brand Philips Sharp Tiger Nagakawa Toshiba Sanyo Ichiban Princess Blacker Goldsun Others Total
Source:
Company Philips Electronics Vietnam Co Ltd Thai Thanh Trading Co Ltd Tara Joint Stock Co Nagakawa Joint Venture Co Toshiba Consumer Product Vietnam Co Ltd Sanyo Home Appliances Asean Co Ltd Phu Thai Group Phu Thai Group Son Thang Co Ltd Quang Vinh Co Ltd
2005 24.8 18.9 12.3 9.3 8.3 7.3 5.3 2.7 2.8 2.2 6.1 100.0
2006 24.6 19.0 12.0 9.5 8.1 7.4 5.1 2.8 2.7 1.8 7.0 100.0
2007 24.3 19.2 11.8 9.8 8.0 7.5 5.0 2.9 2.6 1.6 7.3 100.0
2008 24.3 18.5 11.5 9.6 7.6 7.5 4.9 2.8 2.8 1.6 8.8 100.0
Trade associations, trade press, company research, trade interviews, Euromonitor International estimates
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2003 Store-based retailing Grocery retailers Hypermarkets Supermarkets Discounters Non-grocery retailers Mixed retailers Department stores Variety stores Mass merchandisers Health and beauty retailers Chemists/pharmacies Parapharmacies/drugstores Beauty specialist retailers Other health and beauty retailers Home furniture and household goods retailers Furniture and furnishing stores DIY and hardware stores Durable goods retailers Kitchen specialists multiples Kitchen specialists independents Electrical goods retailers multiples Electrical goods retailers independents Other non-grocery retailers Non-store retailing Homeshopping Internet retailing Direct selling Total
Source: Note:
2004 98.2 0.8 0.8 97.5 20.9 20.9 34.5 29.1 5.4 42.1 1.8 1.4 0.4 100.0
2005 98.1 1.0 0.2 0.8 97.1 22.1 22.1 36.6 31.0 5.6 38.3 1.9 1.4 0.5 100.0
2006 97.9 1.4 0.5 0.9 96.5 23.6 23.6 39.0 33.1 5.9 33.8 2.1 1.5 0.6 100.0
2007 97.7 1.5 0.6 0.9 96.1 24.7 24.7 41.1 34.7 6.4 30.3 2.3 1.6 0.7 100.0
2008 96.3 8.7 3.7 5.0 87.6 14.5 14.5 55.5 15.0 5.8 28.4 6.2 17.6 3.7 1.2 1.9 0.7 100.0
98.3 0.6 0.6 97.6 18.5 18.5 32.4 27.5 4.9 46.7 1.7 1.3 0.4 100.0
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Others includes sales from door to door selling, warehouse clubs etc
2008 Large kitchen appliances Small electrical appliances Domestic electrical appliances
Source:
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table 17
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VND billion 2008 Large kitchen appliances Small electrical appliances Domestic electrical appliances
Source:
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table 18
% volume growth 2008-13 CAGR Large kitchen appliances Small electrical appliances Domestic electrical appliances
Source:
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table 19
% constant value growth 2008-13 CAGR Large kitchen appliances Small electrical appliances Domestic electrical appliances
Source:
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table 20
Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2008-2013
'000 units 2008 Large kitchen appliances Built-in LKAs Freestanding LKAs Refrigeration appliances - Built-in refrigeration appliances - Freestanding refrigeration appliances - Fridge freezers -- Built-in fridge freezers -- Freestanding fridge freezers - Fridges -- Built-in fridges -- Freestanding fridges - Freezers -- Built-in freezers -- Freestanding freezers 3,442.7 3,442.7 1,692.5 1,692.5 184.8 184.8 1,507.7 1,507.7 2009 4,000.7 4,000.7 1,921.8 1,921.8 218.1 218.1 1,703.7 1,703.7 2010 4,660.3 4,660.3 2,186.9 2,186.9 261.7 261.7 1,925.2 1,925.2 2011 5,446.6 5,446.6 2,533.2 2,533.2 319.3 319.3 2,214.0 2,214.0 2012 6,296.0 6,296.0 2,907.0 2,907.0 383.1 383.1 2,523.9 2,523.9 2013 7,176.5 7,176.5 3,304.1 3,304.1 452.1 452.1 2,852.0 2,852.0 -
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- Electric Wine coolers/ chillers -- Built-in electric wine coolers/chillers -- Freestanding electric wine coolers/ chillers Home laundry appliances - Built-in home laundry appliances - Freestanding home laundry appliances - Automatic washing machines -- Built-in automatic washing machines -- Freestanding automatic washing machines - Automatic washer dryers -- Built-in washer dryers -- Freestanding washer dryers - Automatic tumble dryers -- Built-in tumble dryers -- Freestanding tumble dryers - Other home laundry appliances -- Other built-in home laundry appliances -- Other freestanding home laundry appliances Dishwashers - Built-in dishwashers - Freestanding dishwashers Large cooking appliances - Built-in large cooking appliances - Freestanding large cooking appliances - Cookers - Range cookers - Ovens - Hobs -- Built-in hobs -- Freestanding hobs - Cooker hoods -- Built-in cooker hoods -- Freestanding cooker hoods Microwaves - Built-in microwaves - Freestanding microwaves
Source:
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 21
Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2008-2013
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Large kitchen appliances Built-in LKAs Freestanding LKAs Refrigeration appliances - Built-in refrigeration appliances - Freestanding refrigeration appliances - Fridge freezers -- Built-in fridge freezers -- Freestanding fridge freezers - Fridges -- Built-in fridges -- Freestanding fridges - Freezers -- Built-in freezers -- Freestanding freezers - Electric Wine coolers/ chillers -- Built-in electric wine coolers/chillers -- Freestanding electric wine coolers/ chillers Home laundry appliances - Built-in home laundry appliances - Freestanding home laundry appliances - Automatic washing machines -- Built-in automatic washing machines -- Freestanding automatic washing machines - Automatic washer dryers -- Built-in washer dryers -- Freestanding washer dryers - Automatic tumble dryers -- Built-in tumble dryers -- Freestanding tumble dryers - Other home laundry appliances -- Other built-in home laundry appliances -- Other freestanding home laundry appliances Dishwashers - Built-in dishwashers - Freestanding dishwashers Large cooking appliances - Built-in large cooking appliances - Freestanding large cooking appliances - Cookers - Range cookers - Ovens - Hobs -- Built-in hobs
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-- Freestanding hobs - Cooker hoods -- Built-in cooker hoods -- Freestanding cooker hoods Microwaves - Built-in microwaves - Freestanding microwaves
Source:
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 22
Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2008-2013
% volume growth 2008-13 CAGR Large kitchen appliances Built-in LKAs Freestanding LKAs Refrigeration appliances - Built-in refrigeration appliances - Freestanding refrigeration appliances - Fridge freezers -- Built-in fridge freezers -- Freestanding fridge freezers - Fridges -- Built-in fridges -- Freestanding fridges - Freezers -- Built-in freezers -- Freestanding freezers - Electric Wine coolers/chillers -- Built-in electric wine coolers/chillers -- Freestanding electric wine coolers/chillers Home laundry appliances - Built-in home laundry appliances - Freestanding home laundry appliances - Automatic washing machines -- Built-in automatic washing machines -- Freestanding automatic washing machines - Automatic washer dryers -- Built-in washer dryers -- Freestanding washer dryers - Automatic tumble dryers -- Built-in tumble dryers -- Freestanding tumble dryers - Other home laundry appliances -- Other built-in home laundry appliances -- Other freestanding home laundry appliances Dishwashers - Built-in dishwashers - Freestanding dishwashers Large cooking appliances - Built-in large cooking appliances - Freestanding large cooking appliances - Cookers - Range cookers - Ovens - Hobs -- Built-in hobs -- Freestanding hobs - Cooker hoods -- Built-in cooker hoods 15.8 15.8 14.3 14.3 19.6 19.6 13.6 13.6 19.2 19.2 19.2 19.2 11.9 11.9 15.0 10.4 10.4 2008/13 TOTAL 108.5 108.5 95.2 95.2 144.6 144.6 89.2 89.2 140.4 140.4 140.4 140.4 75.7 75.7 101.1 63.8 63.8 -
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23.4 23.4
185.9 185.9
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 23
Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2008-2013
% constant value growth 2008-13 CAGR Large kitchen appliances Built-in LKAs Freestanding LKAs Refrigeration appliances - Built-in refrigeration appliances - Freestanding refrigeration appliances - Fridge freezers -- Built-in fridge freezers -- Freestanding fridge freezers - Fridges -- Built-in fridges -- Freestanding fridges - Freezers -- Built-in freezers -- Freestanding freezers - Electric Wine coolers/chillers -- Built-in electric wine coolers/chillers -- Freestanding electric wine coolers/chillers Home laundry appliances - Built-in home laundry appliances - Freestanding home laundry appliances - Automatic washing machines -- Built-in automatic washing machines -- Freestanding automatic washing machines - Automatic washer dryers -- Built-in washer dryers -- Freestanding washer dryers - Automatic tumble dryers -- Built-in tumble dryers -- Freestanding tumble dryers - Other home laundry appliances -- Other built-in home laundry appliances -- Other freestanding home laundry appliances Dishwashers - Built-in dishwashers - Freestanding dishwashers Large cooking appliances - Built-in large cooking appliances - Freestanding large cooking appliances - Cookers - Range cookers - Ovens - Hobs -- Built-in hobs -- Freestanding hobs - Cooker hoods -- Built-in cooker hoods -- Freestanding cooker hoods Microwaves - Built-in microwaves - Freestanding microwaves 13.9 13.9 12.9 12.9 17.3 17.3 11.5 11.5 15.7 15.7 15.7 15.7 12.7 12.7 13.4 8.2 8.2 18.6 18.6 2008/13 TOTAL 91.5 91.5 83.5 83.5 122.5 122.5 72.6 72.6 107.0 107.0 107.0 107.0 81.5 81.5 87.4 48.2 48.2 135.1 135.1
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Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
DEFINITIONS
This report analyses the market for Domestic Electrical Appliances in Vietnam. For the purposes of the study, the market has been defined as follows: Refrigeration appliances Home laundry appliances Dishwashers Large cooking appliances Microwaves Food preparation appliances Small cooking appliances Small kitchen appliances (Non-cooking) Vacuum cleaners Irons Personal care appliances Heating Air treatment
The market is measured in terms of retail sales. Retail sales of domestic electrical appliances include both replacement sales and new sales, ie repurchases of the same product and first-time buyer sales. Retail sales also include sales of fitted appliances through fitted kitchen sales and sales to the building industry for installation in new housing units. Sales to industrial and foodservice users are excluded, in addition to second-hand sales. Sector and subsector definitions Refrigeration appliances The refrigeration appliances sector includes freestanding, upright refrigerators, table top refrigerators and builtin refrigerators, which can be frost free or standard. The subsector breakdown is as follows: Fridge freezers: usually 2- or 3-door appliances with separate units for refrigeration and freezing operations Fridges: standard fridges and larder fridges, which come with or without a small icebox Freezers: separate freezers
Breakdowns are given for built-in and freestanding appliances by subsector. Additional product sub-subsectorisation is provided for: Fridge freezers by double door freezer bottom/double door freezer top/side by side Fridges by upright/tables top/compact Freezers by upright/table top/chest split
A further subsector breakdown is provided where available, eg static/frost free split for fridge freezers and fridges.
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Home laundry appliances The home laundry appliances sector includes freestanding and built-in units. The breakdown between built-in and freestanding is provided at overall sector level. The subsector breakdown is as follows: Automatic washing machines: automatic washing machines are pre-programmable and incorporate a spindryer Automatic washer dryers: washer dryers combine both washing machine and tumble dryer functions Automatic tumble dryers: automatic tumble dryers use the action of a rotating drum and heat to dry the laundry Others: includes spin-dryers (spin-dryers are cylindrical with top loading), twin tubs etc
Additional product sub-subsectorisation is provided for: Automatic washing machines: by front loading/top loading split
A further subsector breakdown is provided where available, eg washing machines by pulsator/agitator/tumble split. Dishwashers The dishwashers sector includes both freestanding, portable and built-in units. The breakdown between built-in and freestanding is provided at overall sector level. A further subsector breakdown is provided where available, eg built-in dishwashers by semi-integrated/fully integrated split. Large cooking appliances The large cooking appliances sector includes gas or electric, freestanding or built-in cookers, ovens, hobs and cooker hoods. The subsector breakdown is as follows: Cookers: Western-style cookers are normally floor-standing appliances with oven, grill and hot plate facilities Ovens: usually double ovens with two cavities, some circulate heat with a fan, ie a fan oven Hobs: a hotplate with four areas for heating saucepans and other vessels, sold as a separate item not attached to a cooker Cooker hoods: includes canopy, standard, integrated, telescopic and chimney hoods; includes vents
Breakdowns are given for built-in and freestanding appliances by subsector. Additional product sub-subsectorisation is provided for: Cookers by gas/electric split Ovens by standard/multifunction split Hobs by gas/standard electric/mixed/vitroceramic/induction split
A further subsector breakdown is provided where available, eg ovens by single oven/double oven split. Microwaves The microwaves sector encompasses standard microwaves, combination microwaves (combines full microwave and conventional oven facilities) and microwave grills (with radiant grill function). Food preparation appliances
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Food preparation appliances include food processors, table top blenders and mixers and hand-held blenders and mixers and other food preparation appliances including items, such as liquidisers, smoothie makers and juicers. Small cooking appliances Small cooking appliances cover coffee machines, toasters, deep-fat fryers and table top steamers, and other small cooking appliances including items, such as raclettes, fondue appliances, waffles irons, electrical woks and slow cookers. Small kitchen appliances Other small kitchen appliances include kettles and others including electric coffee mills, can openers, knife sharpeners and food slicers. Vacuum cleaners Vacuum cleaners break down into the following subsectors: Upright Cylinder Wet and dry Hand-held
Irons The irons sector encompasses the following subsectors: Steam Dry Travel Steam generator
Personal care appliances Hair care appliances: includes hairdryers, hair styling appliances, and hair and beard trimmers. A further subsector breakdown is provided where available. Body shavers: includes men's shavers, women's shavers and depilators. A further subsector breakdown is provided where available. Oral hygiene appliances: electric toothbrushes, and others, such as electric plaque removers. Other personal care appliances: includes waxers, facial saunas, facial solarium, food spa, facial massagers and body toners.
Air treatment The air treatment appliance sector encompasses the following subsectors: Air conditioners, which is split into room air conditioners and mini splits Cooling fans, which is split into desk and standing fans Ceiling fans Dehumidifirs Humidifiers Air coolers
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Air purifiers
Heating appliances The heating and cooling appliances sector encompasses the following subsectors: Oil filled radiator Electric fires Convector heaters Panel heaters Fan heaters Electric blankets Other heating appliances
Distribution definitions Specialist multiples: or chains that specialise in electrical household appliances. A chain is defined by operating 10 or more outlets. Specialist independents: independent retailers specialising in the sale of domestic electrical appliances. Independents are defined by operating less than 10 outlets. Kitchen specialists: sell built-in appliances and specialise in building industry sales for installation in housing units. Grocery multiples: include hypermarkets, supermarkets, and voluntary chains that sell a variety of food and non-food products. Department/variety stores: sell mainly non-food merchandise and at least five lines in different departments. They are usually arranged over several floors. Variety stores are usually located on one floor and offer a limited assortment of fast-moving goods on a self-service basis. DIY sheds: large retail outlets specialising in the sale of products for the purposes of home maintenance, improvement, modernisation and new construction. Catalogue showrooms: products are viewed in a catalogue and purchases are ordered in the showroom. Mail order: the purchase of goods through the postal system, either in direct response to an advertisement or mail item, or via a catalogue. The internet: the purchase of goods over the internet. Other: includes sales from door-to-door selling; mass merchandisers, warehouse clubs etc.
Units of measurement Market volume is measured in terms of the number of units sold through retail outlets. Market value is measured at current retail prices in local currency, ie the market value is measured in terms of the actual spending by consumers in retail outlets. Brand and market shares are based on retail volume sales. Retail distribution is measured in volume sales through retail outlets.
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Source: Euromonitor International
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