상품DB//베트남 자외선살균 침구청소기 시장동향(2014.4)//진공청소기

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제목	베트남 자외선살균 침구청소기 시장동향(2014.4)
게시일	2016-03-23	국가	베트남	작성자	김주선(하노이무역관)
품목	진공청소기
품목코드	8508
작성일자: 2014.4.10 작성자: 하노이 무역관 유선아(monolah13@kotra.or.kr) 1. General Overview □ Demand Trend  ○ As Vietnamese market moving into middle and upper income segments and acquiring modern tastes, coupled with increasingly busy lifestyles, consumers tend to choose modern and multitasking vacuum cleaners that can help to reduce the number of times and the amount spent each time they carry out household chores. Wealthy or newly wealthy consumers, on the other hand, choose vacuum cleaners which reflected their tastes, lifestyles and status, which were more expensive and luxury products.  ○ In 2012, Electricity of Vietnam (EVN), the state-owned monopoly which is in charge of distributing electricity in the country, once again increased the price of electricity. This rise in prices, coupled with the high inflation rate, resulted in price escalation in almost everything, leaving Vietnamese consumers with rising monthly utility bills. As such, they increasingly opted for energy saving products that, while at the time of purchase were more expensive than regular products, could reduce energy consumption in the long-term, thus reducing the utility bills. □ Major Suppliers  ○ Multinational brands continued to dominate high end vacuum cleaning products’ industry, limiting domestic players to low end products. Well-known brands can be named such as LG Electronics, Electrolux, Philips, etc. Also, domestic players have to face highly competitive and fragmented situation due to a huge flood of products made in China. The primary factor for this was that due to the large capital investment required for the technology to be produced and marketed, only larger brands had the capability to enter the fray. □ Market forecast  ○ The outlook for the Vietnamese vacuum cleaner market holds potential, with most product categories expected to perform well over the forecast period. The volume growth will be attributable to economic growth, rising household incomes and living standards and rapid urbanization. Niche products should continue to enjoy rising household penetration, while those approaching maturity will benefit from the introduction of more sophisticated luxury models. 2. Competition Trend  ○ This paper aims at presenting an overview of the current major competition trends in vacuum cleaning products’ industry in Vietnam. It also brings to the forefront a set of recommendations for an effective approach. □ Competition Status  ○ HS Code: 8508 – Vacuum Cleaners. It is worth noting that the tables and charts below only summarize the imported value of vacuum cleaners in general coded 8508 and may include other types of products that may be different from what the client requests. List of supplying markets for the product imported by Viet Nam in 2012 Product: 8508 Electro-mechanical tool for working in the hand, with self-contdelec-m       Source: TradeMap  ○ As can be seen from the table above, in 2012 Korea is the dominant exporter of vacuum cleaner which held more than half of the total market share in Vietnam (64.3%). Notably, from 2008 to 2012, the export growth in value of Korea keeps increasing at a considerable rate of 3%. China was the second supplier to top the rankings accounting for imports worth US$ 6,466,000, comprising 20.1% of the total market share. Imported value of top 5 supplying markets (from 2008-2011)                                Source: Trademap  ○ The chart above illustrates the imported value of top five supplying markets within 4 years from 2008 to 2011. Although Korea is the dominant exporter in 2012, it is revealed that China was the largest supplier of vacuum cleaners followed by Thailand and Japan from 2008 till 2011. Korea ranked 4th position in this top five supplying markets before becoming the giant exporter in Vietnam in 2012.  ○ The remarkable decrease in imported value of China exporters can be explained due to the fact that the quality of products manufactured by Chinese suppliers is very low. These products’ quality often falls far behind from consumers’ expectation. Therefore, even though currently Chinese manufacturers are still favored for low price, this situation cannot last long in the future.  ○ Another strong competitor of Korea is Japan. Although in table 1, Japan only ranked 6 in the list, the imported value of Japan from 2008-2011 was a little bit bigger as compared to Korea. Moreover, there are many large Japanese corporations that have strong presence in Vietnam and Vietnam’s government and firms tend to hold good perception towards Japanese firms and products. According to a market research conducted by Euromonitor, Matsushita Home Appliances has continued to lead vacuum cleaners with the Panasonic brand accounting for a 62% volume share in 2012. Panasonic is one of the first international vacuum cleaner brands to be available in Vietnam. Therefore, it has good local knowledge, as well as consumers’ trust in product quality. □ Competitor Profile  ○ With regard to bedding vacuum cleaner, currently in the local market, there are only few brands manufacturing this particular product such as Raycop, Pinkang. Other well-known brands providing normal vacuum cleaners can be cited here such as LG Electronics, Electrolux, Panasonic, etc. LG Electronics has also developed bedding vacuum cleaners named LG-VH9202DS, however, there is yet no plan for this product line to be introduced in Vietnam’s market. The information regarding LG-VH9202DS therefore will not be further mentioned in this research. Besides that, there are several handheld vacuum cleaners such as Shimono, Makita, etc. and fabric shavers also used as vacuum cleaners for clothes produced by Chinese manufacturers such as Yinhe, Feile will be referred to as indirect rivals of CAREWIN in this report.  ○ Direct rivals   - Bukang Sems Co., Ltd (RAYCOP Sterilization Vacuum Cleaners)    · Bukang Sems Co., Ltd is a Korean company specialized in manufacturing and trading sterilization vacuum cleaner. The company is providing four product lines named RAYCOP SMART, GENIE, MOBI and HERA.    · Products Direct competitor’s products – RAYCOP       Source: www.raycop.com   - PINKANG – UV Bed Vacuum Cleaner    · Products Direct competitor’s products – PINKANG       Source: www.vatgia.com  ○ Indirect rivals   - Handheld vacuum cleaner    · Given the features of lightweight handheld vacuum cleaners in cleaning sofa, rugs, those products can be considered as indirect rivals of CAREWIN. Many well-respected brands are offering this type of vacuum cleaning products such as Black & Decker, Electrolux, Philips, etc. Since they are lacking sterilizing ability, these handheld vacuum cleaners have been sold with a little lower price (ranging from 1,000,000 vnd to 2,600,000) as compared to RAYCOP products.    · Products Indirect competitors’ products – Handheld Vacuum Cleaners       Source: www.vatgia.com   - Fabric Cutter    · This kind of cordless fabric shaver can be used in any fabric. It consists of protective stainless steel cover shields and powerful rotor blades. Also, it has removable lint container for easy disposal. However, its lack of sterilizing ability featured in CAREWIN vacuum cleaner significantly makes this fabric cutter a low-priced product. Chinese brands producing fabric cutters found in Vietnam’s market are Yinhe, Feile, Jingao, XFei, etc. shown as below.    · Products Indirect competitors’ products – Fabric shavers      Source: www.vatgia.com □ Price  ○ As bedding vacuum cleaners are not yet popular items in Vietnam’s market, it is very difficult to find information relating to prices of these products. Only several prices of bedding vacuum cleaners, handheld vacuum cleaners and fabric cutters are obtained and thus, being shown as follows for your reference Competitors’ retail price information       Source: www.vatgia.com □ Conclusion & Suggestions  ○ Over the forecast period, vacuum cleaners are expected to continue growing, with a volume CAGR (Compound Annual Growth Rate) of 10% and a constant value CAGR of 9%. Although the growth in 2012 has slowed down as compared to 2011, the category is expected to continue growing. Demand for vacuum cleaners will remain strong thanks to the improved living standards. Fast urbanization will grow the need for convenience and aids for household chores. There is still much potential for the category with an increasing number of affluent families and working parents, especially in big cities. Along with the urbanization trend, more and more women opt to go out to work. As a result, there is an increasing need for housework-aids, such as vacuum cleaners, to help women cope with multiple responsibilities.  ○ In 2012, Korea experienced a significant growth in imported value of vacuum cleaning products in Vietnam’s market, as Korean products have been recently viewed favorably for their good quality alongside affordable price. Due to the fact that Korean brands have been receiving high consumer preferences, it is the perfect timing for the client to penetrate Vietnam’s market without any obstacles.  ○ Considering the product’s features, it can be concluded that so far RAYCOP has been the biggest direct rival of CAREWIN in Vietnam’s market. It should also be noted that those sterilization vacuum cleaners, handheld vacuum cleaners and other fabric shavers have been currently sold through small online retail stores with low reputation or international e-commerce retail websites such as Ebay, Alibaba, Aliexpress, etc. It is found out that there are no such bedding vacuum cleaners officially placed in popular electrical supermarkets in Vietnam. Therefore, the researcher suggests that the most effective market penetration strategy for Tekforus is to have their products displayed in well-known electrical supermarket chains or distributed through reputable retailers.