Washing Machine usage in Vietnam
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A study conducted in August 2015 surveyed the washing machine market in Vietnam, finding that Sanyo, Toshiba, and LG are the most popular brands. Key findings include that 95% of households own a washing machine with consumers prioritizing durability and brand trust, and 46% intend to purchase new machines within the year. The study also highlights that electronic retail stores are the primary purchasing locations and satisfaction levels with current brands are generally high.
Washing Machine usage in Vietnam
- 1. August 2015 STUDY ABOUT WASHING MACHINE MARKET IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com)
- 2. 1 SCOPE OF WORK The survey was conducted to study about the washing machine market in Vietnam Methodology: Online survey Fieldwork time: 3 days (29/7/2015 to 31/7/2015) Sample size: N = 1094 Gender: Male & Female Geography: Nationwide
- 3. 2 What is your age group? N= 1094 DEMOGRAPHIC INFORMATION What is your gender? What is your current living place? What is your current occupation? 4% 41% 28% 27% Under 18 18-25 26-30 Over 30 31% 69% Male Female 37% 22% 40% Others Hanoi Ho Chi Minh 4% 4% 6% 7% 10% 11% 25% 32% Job seeker/Retired Housewife Others Factory Worker Self-employed Engineer/Doctor/Teacher Student Officer
- 4. 3 VIETNAM VS. THAILAND • Most well-known brands: Sanyo, Toshiba and LG. • Leader of market: Sanyo. • Sources of awareness: TVC and point of sale. • Key criteria for choosing a brand: durability and trusted brand. • Prefer top loading type. • 46% intend to buy new washing machine in next 1 year. • Common spend for a washing machine: $250~$600. • The most desired brand: Sanyo. • Most well-known brands: Samsung, LG and Panasonic. • Leader of market: Samsung. • Sources of awareness : TVC and Point of sale. • Key criteria for choosing a brand: Durability and price. • Prefer front loading type. • 53% intend to buy new washing machine in next 1 year. • Common spend for a washing machine: $250~$600. • The most desired brand: Samsung.
- 5. 4 KEY FINDINGS • 95% respondents’ families use washing machine • Sanyo, Toshiba and LG are the most popular brands in Vietnam • Sanyo is the leader of the market • Durability and trusted brand are the key criteria for choosing a brand • Top loading washer is still the most preferred type • 80% consumers are satisfied with their brand • 16% are loyal with their current brand • Household income is more willing to buy high price washing machine • Big electronic retail the most buying place for washing machine
- 6. 5 Which products below your family owns? N= 1094 95% HOUSEHOLDS OWN A WASHING MACHINE 34% 49% 54% 57% 81% 93% 94% 95% 95% Vacuum cleaner Microwave Hot water machine Air conditioner Blender Refrigerator Television Cooker Washing machine Total 38% 52% 51% 53% 81% 95% 93% 95% 96% Ho Chi Minh 43% 61% 65% 76% 81% 89% 90% 92% 97% Hanoi 24% 38% 49% 49% 82% 94% 96% 96% 93% Others
- 7. 6 What washing machine brands are you aware of? N= 1094 SANYO, TOSHIBA AND LG ARE THE MOST WELL-KNOWN BRANDS 15% 17% 19% 20% 26% 41% 52% 61% 62% 63% 68% 74% 79% 80% 80% Reetech Bosch Haier Midea Aqua Daikin Mitsubishi Elextrolux Hitachi Sharp Panasonic Samsung LG Toshiba Sanyo Total 18% 15% 19% 15% 26% 44% 48% 63% 62% 66% 67% 74% 77% 82% 81% Ho Chi Minh 14% 24% 23% 33% 32% 43% 57% 66% 65% 62% 67% 76% 79% 79% 76% Hanoi 13% 14% 16% 17% 23% 38% 53% 56% 60% 60% 69% 74% 82% 79% 82% Others
- 8. 7 How do you know about those washing machine brands? N= 1094 TV ADS AND POINT OF SALES ARE MAIN SOURCES OF BRAND AWARENESS 5% 30% 30% 37% 45% 50% 50% 55% 70% 78% Others Outdoor ads (banner, bilboard,…) Sale person introduce at the selling place Facebook Online Ads (Website, facebook, forums….) Friends /family recommendation I saw many people use that brand Ads on newspaper/magazine See the brand in many big electronic retails TV commercials Total 2% 24% 14% 29% 41% 35% 41% 51% 73% 76% Under 18 3% 24% 26% 32% 44% 47% 47% 52% 67% 78% 18-25 3% 29% 28% 39% 44% 50% 54% 55% 69% 75% 26-30 9% 39% 40% 45% 48% 56% 52% 61% 74% 82% Over 30
- 9. 8 Which washing machine brand below that your family is using? N= 1043 SANYO IS THE LEADER OF THE MARKET WITH 28% SHARE 2% 2% 3% 4% 8% 8% 11% 16% 16% 28% Aqua Mitsubishi Hitachi Sharp Elextrolux Samsung LG Panasonic Toshiba Sanyo Total 0% 2% 3% 6% 7% 9% 10% 12% 19% 29% Ho Chi Minh 4% 1% 3% 3% 14% 10% 12% 11% 15% 23% Hanoi 1% 2% 3% 3% 3% 6% 12% 24% 14% 31% Others Panasonic is quite strong at other provinces while Electrolux is more popular in Hanoi
- 10. 9 N= 1094 SANYO OWNS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE IN VIETNAM 80% 80% 79% 74% 68% 63% 62% 61% 52% 26% 28% 16% 11% 8% 16% 4% 3% 8% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Sanyo Toshiba LG Samsung Panasonic Sharp Hitachi Elextrolux Mitsubishi Aqua Awareness Usage What washing machine brands are you aware of? Which washing machine brand below that your family is using?
- 11. 10 Sanyo Toshiba LG Samsung Panasonic Sharp Aqua High High Low Low Awareness Usage Which washing machine brand below that your family is using? What washing machine brands are you aware of? N= 1094 THERE IS A BIG GAP BETWEEN SANYO AND OTHER PLAYERS IN VIETNAM MARKET
- 12. 11 12% 15% 18% 18% 21% 29% 29% 32% 33% 33% 38% 40% 50% 53% 59% 60% The newest model Not produced in China Sale person recommendation Have good discounts/ sale… Good customer service Japanese brand Friends/ Family recommendation Attractive design Short washing time Good warrantee services Smooth operation and low noise Multiple functions Affordable price Electronic and water saving Trusted brand Durable Total 11% 16% 17% 17% 20% 33% 34% 30% 28% 30% 35% 37% 57% 50% 57% 61% Sanyo 9% 15% 15% 16% 18% 33% 26% 33% 33% 32% 34% 34% 51% 56% 61% 60% Toshiba 15% 19% 25% 23% 20% 15% 29% 37% 35% 37% 37% 40% 50% 50% 60% 60% LG 11% 13% 17% 18% 19% 39% 28% 28% 38% 33% 45% 46% 46% 57% 60% 61% Panasonic What are the reasons why do you choose that brand? N= 1043 DURABILITY AND TRUSTED BRAND ARE THE KEY BUYING CRITERIA
- 13. 12 82% 83% 85% 85% 77% 77% 18% 17% 15% 15% 23% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Under $200 From $200 – under $450 From $450 - under $700 From $700 – under $1000 From $1000 and over Front Loading washer Top Loading washer What is your washing machine type? N= 1043 82% USE TOP LOADING WASHER 23% household with income from $700 and over would choose front loading machine
- 14. 13 Overall, What is your satisfaction level with your current washing machine brand? N= 1043 0% 0% 1% 0% 0% 1% 0% 0% 3% 18% 16% 15% 17% 21% 25% 9% 26% 10% 58% 57% 57% 55% 60% 52% 67% 58% 57% 23% 26% 27% 27% 18% 22% 23% 14% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Sanyo Toshiba Panasonic LG Samsung Elextrolux Sharp Hitachi Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied 81% FEEL SATISFIED WITH THEIR CURRENT CHOSEN WASHING MACHINE BRAND Hitachi has the highest top box satisfaction rate while sharp has the lowest
- 15. 14 4% 5% 4% 2% 3% 3% 5% 4% 2% 5% 6% 11% 22% 15% 18% 28% 29% 19% 53% 54% 62% 49% 50% 52% 16% 23% 14% 17% 11% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Under $200 From $200 – under $450 From $450 - under $700 From $700 – under $1000 From $1000 and over Under 7 kilos 7-8 kilos 9-10 kilos Over 10 kilos I don’t know/ remember What is the loading capability of your current washing machine? ( Kilo) N= 1043 MORE THAN A HALF BUY 7-8 KILOS WASHING MACHINE TYPE Higher income households are more likely to buy high volume washing machine
- 16. 15 13% 12% 12% 11% 16% 16% 8% 14% 10% 71% 71% 72% 72% 73% 63% 72% 74% 70% 16% 17% 16% 17% 11% 21% 20% 12% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Sanyo Toshiba Panasonic LG Samsung Elextrolux Sharp Hitachi It is the only brand I would use It is a prior brand I will switch to other brand What is your usage intention toward your current washing machine? N= 1043 ONLY 16% ARE LOYAL WITH THEIR CURRENT BRAND Samsung has highest ratio of loyal customers compare with other players
- 17. 16 0% 1% 0% 0% 1% 0% 0% 0% 0% 24% 26% 20% 24% 25% 19% 24% 26% 27% 44% 40% 40% 43% 51% 49% 48% 49% 30% 29% 31% 36% 32% 19% 31% 27% 21% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Sanyo Toshiba Panasonic LG Samsung Elextrolux Sharp Hitachi Definitely recommend Will recommend Maybe or maybe not recommend Will not recommend Definitely not recommend Do you intend to recommend your current using brand to others? N= 1043 83% WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS Hitachi owns highest top box recommendation ratio
- 18. 17 How often do you/ your family change/buy new washing machine? N= 1043 60% CHANGE NEW WASHING MACHINE AFTER 3 TO 7 YEARS 17% 15% 22% 14% 11% 9% 19% 26% 11% 28% 18% 10% 32% 21% 39% 35% 32% 28% 28% 30% 25% 19% 35% 46% 4% 8% 3% 4% 4% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Under $200 From $200 – under $450 From $450 - under $700 From $700 – under $1000 From $1000 and over Under 3 years 3-5 years Over 5 years to 7 years Over 7 years Don’t remember/don’t know Higher income group change washing machine more frequent than other groups
- 19. 18 42% 33% 35% 41% 43% 65% 58% 67% 65% 59% 57% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under $200 From $200-under $450 From $450-under $750 From $750-under $1000 From $1000 and over No Yes Do you intend to buy new washing machine in the next 1 year? N= 1043 42% INTEND TO CHANGE NEW WASHING MACHINE
- 20. 19 N= 448 SANYO IS THE TOP CHOICE FOR BUYING NEW WASHING MACHINE 7% 2% 10% 4% 13% 4% 10% 9% 4% 22% 9% 7% 11% 8% 3% 9% 45% 11% 12% 6% 12% 9% 11% 39% 15% 8% 45% 12% 4% 4% 16% 13% 12% 19% 11% 22% 18% 44% 8% 10% 2% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Sanyo Panasonic Toshiba Samsung LG Sanyo Elextrolux Panasonic LG Samsung Toshiba Sharp Daikin Hitachi Mitsubishi Aqua Haier My family does not use washing machine Bosch What is your washing machine brand? Which washing machine brand would you choose to buy? Toshiba has the highest switching ratio compare with other players
- 21. 20 2% 0% 0% 2% 0% 4% 11% 2% 4% 9% 8% 27% 40% 20% 25% 41% 64% 49% 39% 56% 55% 42% 25% 19% 8% 22% 16% 6% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Under $200 From $200 – under $450 From $450 - under $700 From $700 – under $1000 From $1000 and over Under $250 $250-400 Over $400-$600 Over $600-800 Over $800 How much would you/your family spend for a washing machine? N= 1094 HIGHER INCOME HOUSEHOLDS WOULD BUY MORE EXPENSIVE WASHING MACHINE
- 22. 21 Where do you usually buy a washing machine? N= 1043 BIG ELECTRONIC RETAIL IS THE MOST WASHING MACHINE BUYING PLACE 21% 11% 27% 29% 76% 87% 68% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Ho Chi Minh Hanoi Others Big electronics retails Branded store/showroom E-commercer websites ( lazada.vn, mediamart.vn,cdiscount.vn) Others Repairing/ second hand stores
- 23. 22 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
- 24. 23 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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