Xu hướng bán lẻ

Richard Burrage
Th9 26, 2025

Xu hướng bán lẻ: Insight chiến lược dành cho lãnh đạo marketing của các thương hiệu và marketing hướng tới người mua sắm

Xu hướng bán lẻ  đang bước vào một giai đoạn chuyển mình mạnh mẽ. Báo cáo Xu hướng bán lẻ của Cimigo phân tích sâu các thay đổi trong hành vi tiêu dùng, sự phát triển của thương mại số và sự dịch chuyển cấu trúc kênh bán lẻ. Khi bán lẻ hàng hóa và dịch vụ chiếm tới 55% GDP toàn quốc, những insight này trở thành “kim chỉ nam” cho CMO, lãnh đạo thương hiệu và các nhà làm tiếp thị mua sắm.

Báo cáo dựa trên dữ liệu từ nền tảng phân tích hành vi người tiêu dùng cung cấp một góc nhìn điều hành súc tích. Bài viết này mang đến các phân tích sâu sắc trong từng phần của báo cáo, bao gồm các insight mang tính chiến lược và các khuyến nghị.

8 Xu hướng bán lẻ

1. Thương mại truyền thống thoái trào; kênh bán lẻ hiện đại và kỹ thuật số bứt phá

Thị phần thương mại truyền thống đã giảm từ mức 100% vào năm 2000 xuống chỉ còn 62% vào năm 2024, đánh dấu lần đầu tiên doanh số sụt giảm. Ngược lại, thương mại hiện đại mở rộng đáng kể với số điểm bán tăng thêm 19%, dẫn đầu bởi những cái tên như WinMart+ và FPT Long Châu. Thương mại điện tử hiện chiếm 11% tổng doanh số hàng hóa bán lẻ, đặt ra yêu cầu cấp thiết để các thương hiệu nhanh chóng tái phân bổ chiến lược.

2. Kinh tế số thúc đẩy tăng trưởng, nhưng người tiêu dùng vẫn thận trọng về giá

Kinh tế số của Việt Nam hiện đạt giá trị 36 tỷ USD, tương đương 8% GDP, tăng mạnh từ mức 3 tỷ USD vào năm 2015. Tuy nhiên, niềm tin tiêu dùng vẫn chưa trở lại mức cao như đã từng vào năm 2019, người dân có xu hướng gia tăng tiết kiệm và tìm kiếm giá trị nhiều hơn. Các thương hiệu cần tìm được sự cân bằng giữa đổi mới và mức giá hợp lý, đồng thời mang lại những giá trị cụ thể và thiết thực.

3. Nông thôn và miền Bắc là động lực tăng trưởng của thương mại điện tử trong tương lai

Người tiêu dùng ở nông thôn mua sắm trực tuyến thường xuyên hơn (10,03 lần mỗi tháng) so với người tiêu dùng ở thành thị, được thúc đẩy bởi sự tiện lợi và khả năng tiếp cận danh mục hàng hóa đa dạng hơn so với thương mại truyền thống. Người Hà Nội có tần suất mua sắm trực tuyến cao hơn TP.HCM nhưng chi tiêu trung bình cho mỗi đơn hàng lại thấp hơn. Việc điều chỉnh thị trường mục tiêu chính xác theo đặc thù địa lý và hành vi mua sắm trở nên thiết yếu.

4. Mua sắm trực tuyến đã trở thành thói quen, đặc biệt trong nhóm Millennials

Người tiêu dùng Việt Nam hiện mua sắm trực tuyến gần 10 lần mỗi tháng. Trong đó, Millennials (29–44 tuổi) là nhóm chi tiêu cao nhất và mua sắm thường xuyên hơn Gen Z. Khung giờ vàng diễn ra vào buổi tối và cuối tuần, nhấn mạnh tầm quan trọng của các chương trình khuyến mãi và nội dung được tung ra theo khung giờ chiến lược.

5. Thương mại trực tiếp qua livestream đang tái định hình cách người tiêu dùng tương tác

Có tới 63% người tiêu dùng tham gia mua sắm qua hoạt động livestream, trong khi 53% có thể mua ngay trong khi đang xem các video (shoppable videos). Shopee và TikTok đang chiếm ưu thế trong lĩnh vực này. Xu hướng ngày càng lớn mạnh này mở ra cơ hội để các thương hiệu thúc đẩy chuyển đổi theo thời gian thực thông qua những trải nghiệm tương tác do người ảnh hưởng dẫn dắt, kết hợp giữa giải trí và mua sắm.

6. Millennials – nhóm chi tiêu chủ lực, ưa thích nội dung từ thương hiệu

Millennials (29–44 tuổi) là nhóm khách hàng trực tuyến giá trị nhất tại Việt Nam, chi tiêu vượt xa Gen Z và tạo nên các khung giờ vàng dành cho mua sắm vào mỗi tối và cuối tuần. Khác với Gen Z, họ chịu ảnh hưởng nhiều hơn từ nội dung do chính thương hiệu sản xuất thay vì từ người ảnh hưởng. Vì vậy, thương hiệu cần tập trung vào những nội dung trực quan, giàu thông tin – đặc biệt là video – và triển khai chiến dịch vào những khung giờ cao điểm để tận dụng tối đa sức mua của nhóm này.

7. Shoppertainment – khi các trải nghiệm giải trí dẫn lối mua sắm

Mua sắm không còn đơn thuần là giao dịch, mà đã trở thành một hoạt động giải trí. Những định dạng nội dung thu hút nhất bao gồm thử đồ thời trang, video hướng dẫn, review từ người nổi tiếng/ người ảnh hưởng và so sánh trước–sau. Video có độ dài khoảng 1,5–2 phút là tối ưu. Các chiến dịch cần được thiết kế để khơi gợi cảm xúc, tăng tính tương tác và mang lại trải nghiệm nhanh gọn.

8. Mở rộng kênh là yếu tố then chốt – bài học từ ngành hàng mẹ và bé

Người mua sắm ngành hàng chăm sóc trẻ em thường áp dụng mô hình hai kênh: 91% mua trực tiếp tại cửa hàng, nhưng đồng thời 71% cũng mua trực tuyến, đặc biệt trên các trang thương mại điện tử chính hãng. Các nhà bán lẻ như Con Cưng và Kids Plaza đang dẫn đầu thị trường. Để đảm bảo sự tiện lợi và củng cố niềm tin, thương hiệu cần tích hợp trải nghiệm tại cửa hàng và trực tuyến một cách liền mạch.

Kinh tế và tâm lý người tiêu dùng Việt Nam

Nền kinh tế Việt Nam tiếp tục duy trì đà tăng trưởng, với GDP đạt 431 tỷ USD vào năm 2024, tăng 7,1%, trong đó kinh tế số đã đạt giá trị 36 tỷ USD, chiếm 8% GDP. Tuy vậy, tâm lý người tiêu dùng vẫn còn thận trọng. Doanh số bán lẻ hàng hóa và dịch vụ tính theo USD giảm 4,2% trong năm 2024, dù mức tăng trưởng danh nghĩa đạt 7%.

Đáng chú ý, dịch vụ bán lẻ tăng trưởng 11% trong khi hàng hóa chỉ tăng 6%, phản ánh sự dịch chuyển rõ rệt sang chi tiêu cho trải nghiệm, được thúc đẩy bởi sự phục hồi của du lịch nội địa và quốc tế.

Tỷ lệ tiết kiệm hộ gia đình đã tăng lên 10%, so với mức 8,5% năm 2019, cho thấy người dân vẫn thắt chặt chi tiêu tự do. Sau đại dịch, người tiêu dùng tiếp tục củng cố khoản tiết kiệm, trì hoãn các khoản mua sắm lớn, cắt giảm chi tiêu giải trí không thiết yếu, nhưng vẫn duy trì nhu cầu cho những trải nghiệm.

Người tiêu dùng Việt Nam đang thay đổi hành vi chi tiêu

Người tiêu dùng Việt Nam đang trải qua một sự “tái thiết lập” hành vi, tác động mạnh mẽ đến các xu hướng bán lẻ:

  • Nền tảng trực tuyến đã trở thành kênh mua sắm chủ đạo.
  • Lạm phát giá tiêu dùng gây áp lực lên ngân sách hộ gia đình, trong khi rổ hàng hóa tính dùng để tính toán chỉ số CPI không phản ánh đúng hành vi mua sắm thực tế.
  • Các khoản mua sắm lớn bị trì hoãn hoặc dừng hẳn.
  • Chi tiêu cho giải trí không thiết yếu sụt giảm, nhưng chi tiêu cho trải nghiệm lại gia tăng.
  • Người tiêu dùng tập trung xây dựng lại khoản tiết kiệm, với mức tiền gửi hộ gia đình tăng cao.
  • Khách hàng dần rời xa sản phẩm cao cấp, chuyển hướng sang những lựa chọn dựa trên giá trị thực tế.

Đối với các thương hiệu và người làm tiếp thị mua sắm, điều này có nghĩa là cần phải tái định hình đề xuất giá trị, phù hợp với nhóm khách hàng vừa thận trọng vừa kết nối số, những người đặt ưu tiên vào sự tiện lợi, niềm tin và giá trị.

Xu hướng bán lẻ: Các kênh đang trải qua sự chuyển dịch cấu trúc

Một sự thay đổi mang tính cấu trúc đang định hình lại toàn bộ bức tranh bán lẻ tại Việt Nam. Vị thế thống trị của thương mại truyền thống đã sụt giảm mạnh mẽ, từ 100% năm 2000 xuống còn 62% vào năm 2024. Lần đầu tiên, thương mại truyền thống ghi nhận mức sụt giảm tuyệt đối về doanh số trong năm 2024. Trong khi đó, thương mại điện tử tiếp tục gia tăng, hiện chiếm 11% tổng doanh số bán lẻ hàng hóa.

Thương mại hiện đại cũng tăng trưởng mạnh mẽ để đáp ứng xu thế. Thị phần bán lẻ của kênh này tăng từ 15% năm 2005 lên 27% năm 2024. Việc mở rộng số lượng điểm bán đóng vai trò then chốt: chỉ riêng tính đến tháng 9/2025, WinMart+ đã mở thêm 718 cửa hàng, FPT Long Châu bổ sung 465 nhà thuốc, và Con Cưng mở mới 202 cửa hàng.

Thương mại điện tử và hành vi tiêu dùng tại Việt Nam

Thương mại điện tử ở Việt Nam không còn là kênh thay thế mà đã trở thành trung tâm trong hành vi mua sắm của người tiêu dùng. Trung bình, mỗi người mua sắm trực tuyến 9,84 lần mỗi tháng, trong đó nhóm người tiêu dùng nông thôn (10,03 lần) và Millennials (10,02 lần) dẫn đầu về tần suất. Các giao dịch thường đạt đỉnh vào cuối tuần và buổi tối (từ 19h–22h). Với các thương hiệu, đây là những “khung giờ vàng” để triển khai các chương trình khuyến mãi, flash sale và hoạt động livestream kích hoạt thương hiệu.

Millennials: Nhóm khách hàng cốt lõi của thương mại điện tử tại Việt Nam

Millennials (từ 29–44 tuổi) là nhóm chi tiêu trực tuyến lớn nhất, với mức trung bình 3,02 triệu đồng mỗi tháng. Họ chiếm ưu thế trong các phân khúc chi tiêu cao và có mức độ tham gia mạnh mẽ tại khu vực Đông Nam Bộ và Đồng bằng sông Cửu Long. Ngược lại, người tiêu dùng Hà Nội có tần suất mua sắm trực tuyến cao hơn nhưng chi tiêu bình quân trên mỗi đơn hàng lại thấp hơn.

Nhóm Millennials đặc biệt nhạy cảm với video sản phẩm do thương hiệu sản xuất và có xu hướng mua sắm trong thời gian rảnh. Vì vậy, các marketer cần tập trung vào nội dung thương hiệu, sự hiện diện chính thức của thương hiệu trên các kênh bán hàng, và thiết kế tối ưu cho thiết bị di động để thu hút và chuyển đổi hiệu quả nhóm khách hàng này.

Shoppertainment: Livestream và video mua sắm

Người tiêu dùng Việt Nam đang đón nhận xu hướng “shoppertainment” (mua sắm kết hợp giải trí) với sự hào hứng rõ rệt. Có tới 63% tham gia mua sắm qua livestream (Shopee Live, TikTok Shop Live) và 53% xem video và mua sắm. Những hình thức này kết hợp giữa giải trí và thương mại, đặc biệt hiệu quả trong các ngành hàng như thời trang, gia dụng, làm đẹp và dược phẩm.

Shopee hiện dẫn đầu cả về livestream lẫn chuyển đổi từ video mua sắm. Trong khi đó, TikTok Shop tuy chưa chiếm ưu thế nhưng đang nổi lên mạnh mẽ nhờ yếu tố giải trí, tương tác trực tiếp và hiệu ứng “bằng chứng xã hội” từ bình luận và đánh giá của người dùng.

Các yếu tố kích thích tiêu dùng và định dạng nội dung tại Việt Nam

Những video có thể mua ngay với độ dài trung bình khoảng 1,74 phút tỏ ra hiệu quả nhất. Các dạng nội dung như review từ người ảnh hưởng, video hướng dẫn (tutorial) và so sánh trước–sau mang lại tỷ lệ chuyển đổi cao nhất. Nam giới và người tiêu dùng thành thị phản ứng mạnh với video “đập hộp” (unboxing) và nội dung do người ảnh hưởng dẫn dắt, trong khi Millennials lại ưu tiên hơn các nội dung chính thống từ thương hiệu.

Những yếu tố kích thích hành vi mua sắm quan trọng gồm:

  • Trình bày sản phẩm trực tiếp theo thời gian thực.
  • Chứng thực từ người tiêu dùng.
  • Sự tiện lợi và thông tin sản phẩm rõ ràng.
  • Khuyến mãi (miễn phí vận chuyển, ưu đãi giới hạn).

Ngành hàng mẹ và bé: Một hình mẫu tiêu biểu cho bán lẻ đa kênh

Trong ngành hàng chăm sóc trẻ em, hành vi mua sắm hai kênh thể hiện rất rõ nét. Có tới 91% phụ huynh mua hàng tại cửa hàng truyền thống, nhưng đồng thời 71% cũng mua online. Con Cưng hiện dẫn đầu thị trường, theo sau là Kids Plaza và AVAKids. Bán lẻ offline vẫn chiếm ưu thế nhờ yếu tố niềm tin và trải nghiệm trực tiếp, trong khi online ngày càng phát triển thông qua các gian hàng chính hãng trên sàn thương mại điện tử và nền tảng thương hiệu.

Ngành hàng mẹ và bé là một ví dụ điển hình về sự kết hợp hiệu quả trong mô hình bán lẻ đa kênh. Niềm tin được xây dựng từ sự hiện diện của cửa hàng vật lý và được củng cố thêm bởi kênh thương hiệu trực tuyến đã được xác thực. Sự bổ trợ qua lại giữa hai kênh giúp thương hiệu đáp ứng tốt nhu cầu của các bậc phụ huynh – những người đề cao tính thực tế, an toàn và sự tiện lợi.

Để duy trì niềm tin đồng thời mang lại trải nghiệm thuận tiện, các thương hiệu cần đồng bộ hóa trải nghiệm tại cửa hàng và trực tuyến. Những thương hiệu tích hợp được khuyến mãi, duy trì mức giá nhất quán và đảm bảo khả năng hiển thị tồn kho trên cả hai kênh sẽ có cơ hội gia tăng lòng trung thành và giá trị giỏ hàng.

Xu hướng bán lẻ: Hàm ý chiến lược và khuyến nghị

Những xu hướng bán lẻ tại Việt Nam đưa ra một số hành động trọng tâm mà thương hiệu cần cân nhắc:

1. Chuẩn bị cho giai đoạn tăng trưởng thận trọng: Tỷ lệ tiết kiệm tăng và sự nhạy cảm với lạm phát đòi hỏi thương hiệu phải xây dựng đề xuất giá trị vừa khơi gợi khát vọng, vừa đảm bảo tính hợp túi tiền.

2. Tái định nghĩa giá trị thương hiệu: Người tiêu dùng tránh xa hàng cao cấp, thay vào đó ưu tiên trải nghiệm và giá trị thực tế. Thông điệp cần phản ánh đúng sự thay đổi này.

3. Dịch chuyển nguồn lực sang kênh hiện đại và kỹ thuật số: Khi thương mại truyền thống suy giảm, thương mại hiện đại và thương mại số đang bùng nổ. Đầu tư cần tập trung vào những kênh có tăng trưởng.

4. Tối ưu hóa chiến lược đa kênh (omni-channel): Phối hợp trải nghiệm tại cửa hàng với sự tiện lợi của kênh số, nhấn mạnh yếu tố niềm tin và an toàn trên cả hai.

5. Làm chủ trải nghiệm thương hiệu: Gian hàng chính hãng và kênh branded giúp xây dựng niềm tin và kiểm soát thông điệp hiệu quả.

6. Tận dụng shoppertainment: Xây dựng chiến lược livestream và video mua sắm kết hợp giải trí để tương tác và kích hoạt chuyển đổi theo thời gian thực.

7. Khai thác sáng tạo video ngắn: Với video mua sắm, độ dài tối ưu từ 1,5–2 phút. Định dạng nội dung cần phù hợp với từng ngành hàng và đặc điểm đối tượng mục tiêu.

8. Tướng tác với tệp khách hàng Millennials bằng nội dung từ thương hiệu: Nhắm vào nhóm khách hàng giá trị cao này bằng video chính thống từ thương hiệu, triển khai vào cuối tuần và buổi tối, cùng các điểm chạm e-commerce tối ưu UX.

9. Chiến lược khuyến mãi đúng thời điểm: Để đạt hiệu quả tối đa, cần kích hoạt chiến dịch vào giờ cao điểm mua sắm trực tuyến – cuối tuần, từ 19h đến 22h.

10. Điều chỉnh thông điệp theo vùng miền: Ví dụ, người tiêu dùng Hà Nội thường mua nhiều lần với giá trị nhỏ, trong khi khu vực Đồng bằng sông Cửu Long có mức chi tiêu lớn hơn. Người tiêu dùng nông thôn hoạt động online rất tích cực dù giá trị giao dịch thấp hơn.

Xu hướng và sự chuyển mình của ngành bán lẻ Việt Nam đang được định hình bởi sự tăng tốc của số hóa, tâm lý tiêu dùng thận trọng và sự trỗi dậy của mua sắm kết hợp giải trí. Các CMO và lãnh đạo thương hiệu cần hành động nhanh nhạy, linh hoạt điều chỉnh chiến lược để phù hợp với sự thay đổi hành vi và những nền tảng mới nổi.

Bằng cách nắm bắt các xu hướng này với thời điểm triển khai thông minh, nội dung được cá nhân hóa và sự tích hợp liền mạch giữa các kênh, các thương hiệu có thể chuyển hóa sự chú ý của người tiêu dùng thành lòng trung thành – qua đó giành chiến thắng trong một thị trường bán lẻ đầy thách thức nhưng cũng vô cùng năng động.

View all articles here >>

Những hiểu biết về sản phẩm tã bỉm ở Việt Nam

Th9 23, 2025

Trong thị trường tã bỉm ở Việt Nam, quyết định về các sản phẩm chăm sóc

Xu hướng bán lẻ

Th9 26, 2025

Xu hướng bán lẻ: Insight chiến lược dành cho lãnh đạo marketing của các

Thị trường ngành hàng chăm sóc mẹ và bé

Th9 17, 2025

Thị trường ngành hàng chăm sóc mẹ và bé hình thành từ giao thoa giữa khoa học

Mark Ratcliff - Managing Director

The team at Cimigo are my favourite researchers in South East Asia. They’ve proved adept at tackling the most private and complex personal issues at qualitative research level, not flinching when the client endlessly chopped and changed fieldwork timing, or ramped up the workload without warning. They have recruited the most extraordinarily niche consumers without pause or complaint. Their patience with clients and their flexibility and hard work that went above and beyond what was initially asked of them on two projects relating to sexual behaviour means there is now no other research company we would choose to work with in that part of Asia.  The fact they also pulled off a third project for us  so well, on men’s relationship with beer and beer advertising, shows they have breadth of expertise— we still quote from the report they produced.

If only all our research partners were as switched on and easy to work with.

The team at Cimigo are my favourite researchers in South East Asia. They’ve proved adept at tackling the most private and complex personal issues at qualitative research level, not flinching when the client endlessly chopped and changed fieldwork timing, or ramped up the workload without warning. They have recruited the most extraordinarily niche consumers without pause or complaint. Their patience with clients and their flexibility and hard work that went above and beyond what was initially asked of them on two projects relating to sexual behaviour means there is now no other research company we would choose to work with in that part of Asia.  The fact they also pulled off a third project for us  so well, on men’s relationship with beer and beer advertising, shows they have breadth of expertise— we still quote from the report they produced.

If only all our research partners were as switched on and easy to work with.

Kevin McQuillan - Chief Marketing Officer

Starting with customer understanding is critical to how we manage our business and develop for the future. Cimigo undertook a challenging brief – across multiple cities and segments nationwide – and again came up with a high-quality solution with timely implementation and considered insights, allowing us to successfully orientate our plans and strategy around consumers in Vietnam.
Starting with customer understanding is critical to how we manage our business and develop for the future. Cimigo undertook a challenging brief – across multiple cities and segments nationwide – and again came up with a high-quality solution with timely implementation and considered insights, allowing us to successfully orientate our plans and strategy around consumers in Vietnam.

Lisa Nguyen - Vietnam Marketing Lead

It's been a great experience working with the Cimigo team. The team was highly professional, proactive, and supportive, handling many complicated requests from us in such a limited time. I appreciate our cooperation and will definitely recommend Cimigo for upcoming similar projects.
It's been a great experience working with the Cimigo team. The team was highly professional, proactive, and supportive, handling many complicated requests from us in such a limited time. I appreciate our cooperation and will definitely recommend Cimigo for upcoming similar projects.

Sam Houston - Chief Executive Officer

Cimigo’s responsiveness and insights exceeded expectations; I highly recommend their market research services. Atlas tasked Cimigo with analysing and prioritising opportunities across four international markets. Cimigo mapped the Architecture, Construction, and Engineering landscape in each market, identified and prioritised opportunities, derived a dollar value by opportunity and provided details on target prospects and projects. This data-driven approach has enabled Atlas to develop services and focus resources on where we can bring the most value in our international markets.
Cimigo’s responsiveness and insights exceeded expectations; I highly recommend their market research services. Atlas tasked Cimigo with analysing and prioritising opportunities across four international markets. Cimigo mapped the Architecture, Construction, and Engineering landscape in each market, identified and prioritised opportunities, derived a dollar value by opportunity and provided details on target prospects and projects. This data-driven approach has enabled Atlas to develop services and focus resources on where we can bring the most value in our international markets.

Minh Thu - Consumer Market Insights Manager

Working with Cimigo has been incredibly rewarding. Their exceptional service and unwavering commitment to excellence have been truly impressive. Together, we've successfully completed projects ranging from fabric care like detergents and fabric softener to home essentials like floor cleaner and dishwashing liquid in both urban and rural settings, showcasing Cimigo's versatility and dedication to reaching diverse markets. Thanks to Cimigo's dedication and expertise, we secured a major project with our client last year. I'm grateful for our partnership and excited for future collaborations.
Working with Cimigo has been incredibly rewarding. Their exceptional service and unwavering commitment to excellence have been truly impressive. Together, we've successfully completed projects ranging from fabric care like detergents and fabric softener to home essentials like floor cleaner and dishwashing liquid in both urban and rural settings, showcasing Cimigo's versatility and dedication to reaching diverse markets. Thanks to Cimigo's dedication and expertise, we secured a major project with our client last year. I'm grateful for our partnership and excited for future collaborations.

Travis Mitchell - Executive Director

Cimigo has been an excellent partner for AmCham. They provided insightful feedback during the planning phase of our project and offered suggestions to ensure that we met our goals. Their analysis was comprehensive, thoughtful, and accurate, and I appreciated their customer service skills – I always felt that Cimigo had our best interests at heart. I’m very much looking forward to working with Cimigo again in the near future!
Cimigo has been an excellent partner for AmCham. They provided insightful feedback during the planning phase of our project and offered suggestions to ensure that we met our goals. Their analysis was comprehensive, thoughtful, and accurate, and I appreciated their customer service skills – I always felt that Cimigo had our best interests at heart. I’m very much looking forward to working with Cimigo again in the near future!

Malcolm Farmer - Managing Director

I have never seen or had support for our business like we have received from Cimigo Vietnam. The depth & understanding of our business shows how well you have studied both Jardines Distribution Inc. and Koppers Performance Chemicals. We, (JDI & KPC), really appreciate the efforts the whole Cimigo team have put into your research. The help to connect potential distributors for both our Industrial and retail products are absolutely on point. I will have no hesitation in recommending Cimigo Vietnam to any company wanting to venture into the Vietnam market.
I have never seen or had support for our business like we have received from Cimigo Vietnam. The depth & understanding of our business shows how well you have studied both Jardines Distribution Inc. and Koppers Performance Chemicals. We, (JDI & KPC), really appreciate the efforts the whole Cimigo team have put into your research. The help to connect potential distributors for both our Industrial and retail products are absolutely on point. I will have no hesitation in recommending Cimigo Vietnam to any company wanting to venture into the Vietnam market.

Hy Vu - Head of Research Department

Cimigo is one of the top research companies in Vietnam that provides very good services and actionable insights. We have the pleasure of working with Cimigo. With extensive knowledge of Vietnamese consumers, Cimigo keeps bringing value to our company. We look forward to working with them in the future.
Cimigo is one of the top research companies in Vietnam that provides very good services and actionable insights. We have the pleasure of working with Cimigo. With extensive knowledge of Vietnamese consumers, Cimigo keeps bringing value to our company. We look forward to working with them in the future.

Joe Nelson - New Zealand Consulate General

The research provided by Cimigo provided our clients with very specific insights into consumer behaviour in Viet Nam. What I liked was the way Cimigo interpreted these insights to develop a clear call to action for our clients, which they are responding to with confidence.
The research provided by Cimigo provided our clients with very specific insights into consumer behaviour in Viet Nam. What I liked was the way Cimigo interpreted these insights to develop a clear call to action for our clients, which they are responding to with confidence.

Steve Kretschmer - Executive Director

Cimigo conducted a large, nationally representative demand forecasting study in Vietnam for us, including a discreet choice component, to assess demand for potential new male contraceptives in development to support funding decisions by The Bill & Melinda Gates Foundation. The research was additionally complex by linking interviews with men and separate interviews with their female partners. The Cimigo team was were professional, knowledgeable and adaptive through the process of understanding our needs and collaborating to find solutions that would work, resulting in a very successful study.
Cimigo conducted a large, nationally representative demand forecasting study in Vietnam for us, including a discreet choice component, to assess demand for potential new male contraceptives in development to support funding decisions by The Bill & Melinda Gates Foundation. The research was additionally complex by linking interviews with men and separate interviews with their female partners. The Cimigo team was were professional, knowledgeable and adaptive through the process of understanding our needs and collaborating to find solutions that would work, resulting in a very successful study.

York Spencer - Global Marketing Director

I've had the pleasure to work with Richard and Cimigo over many years and across multiple markets. Cimigo was a key partner in our business decision making process including market entry strategy, brand positioning development, shopper insights, brand equity tracking, and consumer need state segmentation development. The Cimigo team are local market experts who understand consumer culture like no other. I would highly recommend them.
I've had the pleasure to work with Richard and Cimigo over many years and across multiple markets. Cimigo was a key partner in our business decision making process including market entry strategy, brand positioning development, shopper insights, brand equity tracking, and consumer need state segmentation development. The Cimigo team are local market experts who understand consumer culture like no other. I would highly recommend them.

Laura Baines - Programmes Snr Manager

Cimigo is our go-to agency in Indonesia. They're great collaborators, work hard to meet our deliverables, and are a joy to work with.
Cimigo is our go-to agency in Indonesia. They're great collaborators, work hard to meet our deliverables, and are a joy to work with.

Mai Trang - Brand Manager of Romano

Cimigo is the research agency that I appreciate for their expertise and customer service. Cimigo understand well the business context for each of project hence they can design the research to best fit with the objectives. The optimization on methodologies, sample size and questionnaire bring the value to the projects I have worked with them. Cimigo can go beyond data and give me valuable insights for each of research projects based on their knowledge and experience with the industry. All of these support me well to navigate the brand strategy in short term and long term.
Cimigo is the research agency that I appreciate for their expertise and customer service. Cimigo understand well the business context for each of project hence they can design the research to best fit with the objectives. The optimization on methodologies, sample size and questionnaire bring the value to the projects I have worked with them. Cimigo can go beyond data and give me valuable insights for each of research projects based on their knowledge and experience with the industry. All of these support me well to navigate the brand strategy in short term and long term.

Hanh Dang - Product Marketing Manager

We partnered with Cimigo on assessing TET campaign launch focusing on improving booking through our platform. Cimigo, provided its customized campaign evaluation technique based on Cimigo Online Communities that fully meets our requirement in terms of type of respondents and expected timelines. The report provided insightful findings with benchmarks to identify the next course of action for launching the campaign. We will recommend Cimigo team and its Online communities for its quality reporting and scale of coverage.
We partnered with Cimigo on assessing TET campaign launch focusing on improving booking through our platform. Cimigo, provided its customized campaign evaluation technique based on Cimigo Online Communities that fully meets our requirement in terms of type of respondents and expected timelines. The report provided insightful findings with benchmarks to identify the next course of action for launching the campaign. We will recommend Cimigo team and its Online communities for its quality reporting and scale of coverage.

Luan Nguyen - Market Research Team Leader

Cimigo is a market research company with many experienced and knowledgeable experts that I have collaborated with. I absolutely trust their service quality.
Cimigo is a market research company with many experienced and knowledgeable experts that I have collaborated with. I absolutely trust their service quality.

Max Lee - Project Manager

Cido have worked with Cimigo in Vietnam for more than 10 years. All our projects, both qualitative and quantitative, have been delivered in a timely manner with a high standard of quality throughout. Cimigo’s client service team has provided great support over the years which has ensured smooth project execution and helped us to deliver work on time and exceed our client’s expectations.
Cido have worked with Cimigo in Vietnam for more than 10 years. All our projects, both qualitative and quantitative, have been delivered in a timely manner with a high standard of quality throughout. Cimigo’s client service team has provided great support over the years which has ensured smooth project execution and helped us to deliver work on time and exceed our client’s expectations.

Chris Elkin - Founder

I have partnered with Cimigo over the past 15 years. Most recently Cimigo engaged us to collaborate on an unusually tough new product development project, which was akin to selling ice to Eskimos. Cimigo bought alive the consumer, her shopping journey, her cooking rituals and potential brand promises. Cimigo inspired our creative team to build alternate brand propositions and accompanying package designs. Cimigo then went back to consumers to evaluate, iterate and optimise these in focus groups. The Doodle team were able to observe this process and subtly adjust the expression of the brand between focus groups. The result of this great collaboration was a winning brand proposition and packaging design that hit consumer needs head on whilst appealing to their hearts.
I have partnered with Cimigo over the past 15 years. Most recently Cimigo engaged us to collaborate on an unusually tough new product development project, which was akin to selling ice to Eskimos. Cimigo bought alive the consumer, her shopping journey, her cooking rituals and potential brand promises. Cimigo inspired our creative team to build alternate brand propositions and accompanying package designs. Cimigo then went back to consumers to evaluate, iterate and optimise these in focus groups. The Doodle team were able to observe this process and subtly adjust the expression of the brand between focus groups. The result of this great collaboration was a winning brand proposition and packaging design that hit consumer needs head on whilst appealing to their hearts.

Ronald Reagan - Deputy Group Head After Sales & CS Operation

We have worked together with Cimigo many times. The findings from Cimigo are factual, accurate & reliable. They deliver value from the voice of our customer so we can easily determine the next step. Working with Cimigo feels like not only building a partnership but a sense of family. Very amazing to work with Cimigo, they always go beyond our expectations.
We have worked together with Cimigo many times. The findings from Cimigo are factual, accurate & reliable. They deliver value from the voice of our customer so we can easily determine the next step. Working with Cimigo feels like not only building a partnership but a sense of family. Very amazing to work with Cimigo, they always go beyond our expectations.

Matt Thwaites - Commercial Director

Cimigo designed a customer experience programme for Coats that reached into Vietnamese, Chinese and Korean customers across various levels of seniority. Cimigo instilled the importance of the voice of the customer within our executive committee. This led to fundamental changes in our structure, services and speed to market. Significant investments were made behind these improvement programmes, for example in reducing delivery times and in managing specialised custom orders, which in turn have led to improved revenue streams and higher margin sales.
Cimigo designed a customer experience programme for Coats that reached into Vietnamese, Chinese and Korean customers across various levels of seniority. Cimigo instilled the importance of the voice of the customer within our executive committee. This led to fundamental changes in our structure, services and speed to market. Significant investments were made behind these improvement programmes, for example in reducing delivery times and in managing specialised custom orders, which in turn have led to improved revenue streams and higher margin sales.

Joyce - Pricing Manager

We have worked with Cimigo recently and highly recommend them. Cimigo have made great recommendations on the price elasticity.
We have worked with Cimigo recently and highly recommend them. Cimigo have made great recommendations on the price elasticity.

Dr. Jean-Marcel Guillon - Chief Executive Officer

Cimigo have built and managed both our employee and customer experience programme since 2012. We have a complex suite of services with in-patient, out-patient, surgical, diagnostic, consultative and facilities to account for, all amongst patients who are naturally sensitive regarding their privacy and experience. Yet Cimigo have designed a system to measure customer experience across multiple languages and cultures and direct us in improving this experience. Our net promoter score (NPS) has grown as a direct result of changes implemented based on this direction and continuously listening to patient feedback. The NPS growth correlates directly to new patient numbers and improved profitability, as happier customers drives our business growth.
Cimigo have built and managed both our employee and customer experience programme since 2012. We have a complex suite of services with in-patient, out-patient, surgical, diagnostic, consultative and facilities to account for, all amongst patients who are naturally sensitive regarding their privacy and experience. Yet Cimigo have designed a system to measure customer experience across multiple languages and cultures and direct us in improving this experience. Our net promoter score (NPS) has grown as a direct result of changes implemented based on this direction and continuously listening to patient feedback. The NPS growth correlates directly to new patient numbers and improved profitability, as happier customers drives our business growth.

Anya Nipper - Project Coordination Director

It was a great pleasure working with you. Especially a big thank you for your flexibility, quality and brilliant service!
It was a great pleasure working with you. Especially a big thank you for your flexibility, quality and brilliant service!

Rick Reid - Creative Director

As a creative director I have used the services of Cimigo for the past 15 years when developing communications, so I know their style, innovations and resources well. Most recently we tested copy for print, out of home and digital communications to put an Australian colloquialism into a Vietnamese context. A job and budget so small I felt it was highly likely to fall through the cracks. I was astounded at their incredible response. From their advice and style of how we should present the stimulus material, to their cross-reference manoeuvres used in the testing. Their over-delivering response, was to an embarrassing level. We walked away with a clear winner and could present back to our client with confidence and clarity. Cimigo made us look great. Plus they even threw in a few extra insights on the awareness and perception of the product in Vietnam.
As a creative director I have used the services of Cimigo for the past 15 years when developing communications, so I know their style, innovations and resources well. Most recently we tested copy for print, out of home and digital communications to put an Australian colloquialism into a Vietnamese context. A job and budget so small I felt it was highly likely to fall through the cracks. I was astounded at their incredible response. From their advice and style of how we should present the stimulus material, to their cross-reference manoeuvres used in the testing. Their over-delivering response, was to an embarrassing level. We walked away with a clear winner and could present back to our client with confidence and clarity. Cimigo made us look great. Plus they even threw in a few extra insights on the awareness and perception of the product in Vietnam.

Private English Language Schools - Chief Executive Officer

Our relationship with Cimigo goes back many years. We engaged Cimigo to provide an independent view on what our customers and potential customers think of our company. The insights from Cimigo were very helpful for us to better understand the Vietnam market and also in developing our brand manifesto.
Our relationship with Cimigo goes back many years. We engaged Cimigo to provide an independent view on what our customers and potential customers think of our company. The insights from Cimigo were very helpful for us to better understand the Vietnam market and also in developing our brand manifesto.

Chad Ovel - Partner

Cimigo digs deep to understand the key issues we need to address. Then, they quickly customize a highly suitable research approach to provide us the insights we need to achieve our breakthrough business targets. From tough questions to aha answers in just a few easy conversations!
Cimigo digs deep to understand the key issues we need to address. Then, they quickly customize a highly suitable research approach to provide us the insights we need to achieve our breakthrough business targets. From tough questions to aha answers in just a few easy conversations!

Thanyachat Auttanukune - Board of Management

Cimigo consistently carries out researches with international standards and consistently bring about truly mind opening local insights.
Cimigo consistently carries out researches with international standards and consistently bring about truly mind opening local insights.

Thuy Le - Consumer Insight Manager

Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.
Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.

Kelly Vo - Founder & Host

I respect Cimigo not only because of their dedication, meticulousness, and high-quality services but also how much they care about the local community here. I proposed the idea of doing a survey with the digital young generation on the topic of social impact and leadership. I wanted to identify, shape, and develop our content so that could really speak to the heart of the problems and empower young Vietnamese to take action on social impact in Vietnam. The Cimigo team agreed pro-bono to help without hesitation. The research findings are truly helpful in providing us a deeper understanding of our targeted audiences, what they need and are concerned about in life. The results show us how we can help them to achieve their goals and dreams. It is no longer a shot in the dark!
I respect Cimigo not only because of their dedication, meticulousness, and high-quality services but also how much they care about the local community here. I proposed the idea of doing a survey with the digital young generation on the topic of social impact and leadership. I wanted to identify, shape, and develop our content so that could really speak to the heart of the problems and empower young Vietnamese to take action on social impact in Vietnam. The Cimigo team agreed pro-bono to help without hesitation. The research findings are truly helpful in providing us a deeper understanding of our targeted audiences, what they need and are concerned about in life. The results show us how we can help them to achieve their goals and dreams. It is no longer a shot in the dark!

Hamish Glendinning - Business Lead

Cimigo not only delivered an exceptional piece of qualitative research for us, but provided hugely valuable direction when it came to product development and market positioning which we have since implemented. We can’t wait to work with the team again.
Cimigo not only delivered an exceptional piece of qualitative research for us, but provided hugely valuable direction when it came to product development and market positioning which we have since implemented. We can’t wait to work with the team again.

Ha Dinh - Project Lead

I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.
I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.

Richard Willis - Director

When we were looking to develop one of the worlds the leading economic indicator in Vietnam, the Purchasing Managers’ Index™ (PMI®) Cimigo showed an immediate understanding of our needs and showed their understanding of the Vietnamese market. IHS Markit has now been working with Cimigo since 2013. Every month Cimigo continues to provide high quality data, a representative panel, on time data and great customer service. We look forward to many more years of working together.
When we were looking to develop one of the worlds the leading economic indicator in Vietnam, the Purchasing Managers’ Index™ (PMI®) Cimigo showed an immediate understanding of our needs and showed their understanding of the Vietnamese market. IHS Markit has now been working with Cimigo since 2013. Every month Cimigo continues to provide high quality data, a representative panel, on time data and great customer service. We look forward to many more years of working together.

Aashish Kapoor - Head of Marketing

Cimigo - The best “Glocal” market research firm in Vietnam with whom we have developed a great partnership since many years. While the quality of research and findings are of top standard, the added advantage being the local insights that Richard and his team are able to provide in helping us make important decisions.
Cimigo - The best “Glocal” market research firm in Vietnam with whom we have developed a great partnership since many years. While the quality of research and findings are of top standard, the added advantage being the local insights that Richard and his team are able to provide in helping us make important decisions.

Thu Phung - CTI Manager

Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."
Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."

Tania Desela - Senior Product Manager

It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend them.
It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend them.

Dennis Kurnia - Head of Consumer Insights

Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found them to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with their fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.
Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found them to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with their fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.

Aimee Shear - Senior Research Executive

We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet the team were incredibly accommodating through their patience, flexibility and commitment. Not only were the team supportive during the set up of our project, but we were really impressed by the outputs delivered – they were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.
We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet the team were incredibly accommodating through their patience, flexibility and commitment. Not only were the team supportive during the set up of our project, but we were really impressed by the outputs delivered – they were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.

Louise Knox - Consumer Technical Insights

Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. You did a great job. Thank you for your patience and perseverance with getting this off the ground.
Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. You did a great job. Thank you for your patience and perseverance with getting this off the ground.

Vo Thi Thuy Ha - Commercial Effectiveness

Working with Cimigo, we can see the dedication, good business sense, and great client service from the Cimigo client service team. Cimigo's team always demonstrates a high standard of client service with high flexibility, trying to offer the most suitable options for clients, although sometimes it is quite a stretch. Cimigo often offers very interesting approaches to solving our research objectives. I appreciate that the team can go the extra mile, trying to find good methodology and insightful findings to answer MSD's business questions.
Working with Cimigo, we can see the dedication, good business sense, and great client service from the Cimigo client service team. Cimigo's team always demonstrates a high standard of client service with high flexibility, trying to offer the most suitable options for clients, although sometimes it is quite a stretch. Cimigo often offers very interesting approaches to solving our research objectives. I appreciate that the team can go the extra mile, trying to find good methodology and insightful findings to answer MSD's business questions.

Geert Heestermans - Marketing Director

Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that
Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that

Linda Yeoh - CMI Manager

We have worked with Cimigo over 2 projects in Vietnam. Thuong and her team has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Thuong, Nhu Tran and team for supporting us.
We have worked with Cimigo over 2 projects in Vietnam. Thuong and her team has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Thuong, Nhu Tran and team for supporting us.