Research of Mini Store in Vietnam

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Survey objective

Mini store such as Miniso or Mumuso is on

the increase mainly at the cities such as Ho
Chi Minh and Hanoi.

This survey was conducted to find out users’

motivations to use these stores as well as
the recognition of the main brands.

The survey was conducted to about 600

male and female among 20 – 39 years old in
HCMC & Hanoi.
Highlight
 Popular mini stores in Vietnam (as of Nov, 2018)

URL: https://daisovietnam.vom URL: https://minisovietnam.vn/ URL: http://ilahui.vn/

# of stores: 15 # of stores: 41 # of stores: 34
Facebook followers: 3,232 Facebook followers: 423,218 Facebook followers:219,238

URL: https://mumuso.com.vn/ URL: http://moji.vn/ URL: http://yoyoso.vn/

# of stores: 23 # of stores: 11 # of stores: 5
Facebook followers: 180,300 Facebook followers: 768,519 Facebook followers: 3844
Brand Awareness

28% 31%
41%
47% 51% 56%

29%
32%
32%
31%
30% 25%
43%
37%
27% 22% 19% 19%

Daiso Miniso Mumuso Moji Ilahui Yoyoso

Visited Recognized Not recognized

Daiso and Miniso are recognized nearly 70% of the audience

Usage behaviours
Store images Purchased products

67%

49%
40% 39% 36%

Household Cosmetic / Fashion items Digital / Stationeries

items Beauty Electronic
Affordable Good variety New Good qualityGood design accessories

2% Shopping amount Information source

6% 59% 58%
15%
13% less than 50,000 VND 45%
41%
50,001~100,000 VND
100,001~200,000 VND
200,001~500,000 VND
500,001~1,000,000 VND
31%
33% more than 1,000,000 VND
Internet Facebook Found stores Friends /
when walking by Relatives
Country association
2% 4% 6% 6% 5%
4% 4% 13%
12% 18% 19% 5%
17% 17% 6%
3%
17% Others
32%
VIetnam
52%
48% 48%
China
82%
Korea
56% Japan
45%
26% 26% 29%

Daiso Miniso Mumuso Ilahui Moji Yoyoso

Most stores are federated with Japan or Korea image, due to their strong brand
communications
Detail
 Brand recognition
74% 76%
72% 72%72% 70%
69% 70%
68%
63% 61%61%
59%
57% 56% 56%
53% 54%
52% 50% 52%
48% 48%50% 47% 48%
45% 44%
41%42%

Daiso Miniso ilahui Mumuso Moji Yoyoso

total male female 20-29 30-39

Daiso, Miniso and Mumuso are the stores with highest brand recognition
Q. Do you know about the store below?
 Information source

Found stores Friends /

Internet Facebook TV Magazine Newspaper
when walking by Relatives
Total 59% 58% 45% 41% 22% 17% 15%
Male 69% 62% 39% 34% 24% 17% 14%
Female 51% 55% 50% 47% 21% 18% 16%
20-29 62% 62% 47% 38% 22% 17% 14%
30-39 52% 51% 41% 47% 24% 17% 19%

The stores are known via online the most as well as word of mouth
Q. How did you know about the mini stores? (Among those who knows them only)
 Store popularity

Daiso Miniso Mumuso Moji Yoyoso Ilahui

Total 37% 27% 13% 10% 8% 5%
Male 38% 22% 13% 10% 12% 4%
Female 36% 31% 14% 9% 5% 5%
20-29 31% 34% 15% 10% 5% 5%
30-39 46% 26% 10% 7% 6% 6%

Daiso is most popular followed by Miniso and Mumuso

Q. Which store do you use more often? (Among those who knows them only)
 Mini store images

Trustful
Affordable Good variety New Good quality Good design Fashionable Innovative Luxurious
products
total 67% 49% 40% 39% 36% 29% 29% 27% 20%
male 69% 49% 37% 47% 34% 31% 33% 26% 21%
female 65% 50% 43% 32% 39% 27% 25% 28% 19%
20-29 66% 50% 44% 37% 38% 32% 30% 28% 22%
30-39 68% 48% 32% 43% 33% 23% 26% 26% 15%

Good mixes of “affordability”, “variety” and “newness”.

Q. Overall, what image do you have to the mini stores? (Among those who knows them only)
 Purchase product

Household Cosmetic / Digital / Toys / Party Kitchen & Foods /

Fashion items Stationeries Bath & Toiletry
items Beauty Electronic items goods Dining items Beverages
total 45% 41% 41% 35% 34% 34% 27% 24% 23%
male 43% 34% 39% 41% 29% 33% 28% 26% 27%
female 47% 47% 42% 30% 39% 34% 26% 22% 21%
20-29 48% 42% 38% 36% 37% 34% 24% 25% 24%
30-39 38% 40% 45% 33% 29% 34% 33% 22% 21%

Household items and beauty products are popular

Q. What are the categories that you buy in the stores? (Among those who knows them only)
 Store usage frequency (users)

More than once / week Once / week 2-3 times / month Once / month Less than once / month
Total 10% 19% 31% 19% 21%
Male 12% 23% 27% 21% 17%
Female 9% 15% 35% 18% 23%
20-29 10% 18% 30% 20% 22%
30-39 11% 21% 33% 17% 18%

Those who visit the store 2-3 times / month are the most
Q. How often do you use the mini stores? (Among those who use them only)
 Spending amount per shopping (users)

less than 50,000 50,001~100,000 100,001~200,000 200,001~500,000 500,001~1,000,000 more than 1,000,000
VND VND VND VND VND VND
total 2% 15% 31% 33% 13% 6%
male 3% 13% 29% 30% 16% 9%
female 1% 16% 33% 35% 10% 5%
20-29 2% 17% 34% 31% 10% 7%
30-39 2% 11% 26% 37% 19% 6%

Half of the purchase are less than 200,000 VND and below
Q. How much money do you spend at once in the store? (Among those who use them only)
AUDIENCE PROFILE
Respondents profile (N=609)

Gender Age City

30-39,
33%
male, Hanoi,
HCMC, 49%
female 49%
51%
, 51% 20-29, 67%
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7%
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3% 3%
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0% 3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
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IR (Incident rate) 100%
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THE RESULTS

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Average score 73%

in the industry
STRAIGHT-LINER/ FLAT- SPEEDERS SCORE
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