2024全球市场百宝书-越南篇

馊文 2湡䔶Part1馊文嚋錢Ⰼ꬗峯䜪馊文㸪錜䋑㖞梠㞯涸㛇炄侨研䮔䱡馊文涸㟞Ɤ悶⸂կPart2馊文䋑㖞侨㶶㯮⡤呔㽷鸑鵂劥蒜ⰻ㺂帿Ⰶ✫鍒馊文䋑㖞涸侨㶶㯮⡤呔㽷慨〄ⵖ㹁㯮⡤絆ざ瘻殜涸抳䠭կPart3馊文䋑㖞嶊餩罏嚋錢✫鍒馊文嶊餩罏涸⛴䟗ㄤ暵䖄⟄⿺2022䎃嶊餩罏遤⚹涸⚺銳」⻊馋⸷կPart4馊文遤⚌峯㻋✫鍒馊文歏(休)ծ康䧬ծ繠㥿ծ嶊餩歏㶩⿺䎾欽遤⚌涸䗳㢊峯㻋կPart5馊文䋑㖞蠒Ꝉ蒜挿✫鍒馊文僱蒜馊文ⱚ血倝䎃瘝杝暵涸蠒Ꝉ蒜挿կPart6馊文TikTok劥蒜巑渷✫馊文TikTok涸欽䨪➃纈㾩䚍⟄⿺䎂〵㹁⡙涸䨾剣湱Ⱒ⥌䜂կPart7馊文蠒Ꝉ䎁餗䱍䳣蠒Ꝉ➃プ䗳㢊涸Ⳝ㣐ꅾ銳䪮䊫雮⡹涸TikTok蠒Ꝉ瘻殜刿♳♧㽻嚁կ 3C O N F I D E N T I A L & P R O P R I E T A R Y 馊文嚋錢 CONFIDENTIAL&PROPRIETARY4䋑㖞嚋ⲃ馊文Source: World Bank, 2022; Cimigo, 2022; Marketpro by WorldDataLabs; McKinsey Global Institute analysis 20212000-2023 䎃GDP 䎂㖲㟞鸟6.2%絑崸㟞Ɤ䭯絯邍梡ⴀ⠍䧭⚹嶊餩㟞Ɤ䒸乾馊文涸䚪➃〡⚹9,800 ♰Ⰼ椕䱗ぜ痦15 ⡙կ馊文絑崸㟞鸟䭯絯곭駵千崍馊文欽♶ⵌ♧去➃涸傞ꢂ➢⡛佐Ⰶ宐䎂㕂㹻〄㾝䧭⚥瘝佐Ⰶ宐䎂㕂㹻㥵䭽嫦㣔3.20 繠⯋(2011 PPP) 涸宐䎂邂ꆀ馊文涸餛㔮桧㖈鵂⿡宀䎃䊺➢16.8% ꣭荛5%կ馄鵂1,000 ♰➃膴餛կ絑崸㟞鸟嫱Ⰼ椕䎂㖲宐䎂넞ⴀ1.7⦔倝䌢䙖♴絑崸➠搬珘姿㟞Ɤ➃㖲GDP支⡙繠⯋鵂⿡20 䎃䎃㖲㢕ざ㟞Ɤ桧5%馊文涸佐Ⰶ纈⡤䭽餝✈⸂䎂⟟邂ꆀ嫦傈佅ⴀ支⡙涰♰➃747258275143657114182000201020202030넞嶊餩纈⡤嫦傈佅ⴀ70 繠⯋⟄♳䧭擿嶊餩纈⡤嫦傈佅ⴀ30-70 繠⯋ⴲ紩嶊餩纈⡤嫦傈佅ⴀ11-30 繠⯋⡛嶊餩纈⡤嫦傈佅ⴀ11 繠⯋⟄♴23,526 3,756 4,164 4,316 2020202120222023 CONFIDENTIAL&PROPRIETARY㙹䋑嶊餩䬘⸓馊文絑崸㟞Ɤ㙹䋑⻊僽㾀字佐Ⰶ㟞Ɤ涸ꅾ銳䲀⸓㔔稇կ㙹䋑剣劅䧭⚹馊文涸㟞Ɤ䒸乾劢勻宀䎃㼜餑柄紨90%涸嶊餩㟞Ɤկ5馊文ⱚ络ㄤ㙹䋑㖑勹涸➃㖲剢佐Ⰶ㼆嫱支⡙尢馊文湽6.396.425.815.95.324.67脋䘋僈䋑屎ⰻ䋑䀕度䋑嵳꣈䋑蔗薐䋑Ⰼ㕂2022䎃馊文➃㖲剢佐Ⰶ支⡙涰♰馊文湽劢勻宀䎃곫雦㙹䋑➃〡㟞Ɤ1,000♰屎ⰻ䋑ㄤ脋䘋僈䋑涸务❡꣌紩➃侨Source:Statista2023;McKinseyGlobalInstituteanalysis2021;Cimigo2022,vietnamplus2023㙹䋑⻊䌄⸓馊文侮⡤嶊餩宐䎂䲿巛䎃佐Ⰶ馄鵂2.2♰繠⯋涸㹻䏭侨ꆀ3491.3756.4164.4316.36.637.341.753.90204060801000.01,000.02,000.03,000.04,000.05,000.02019202020222023人均GDP（美元）城市人口率(%)3,399 3,480 3,486 3,864 6,022 5,538 5,388 5,945 2019202020212022农村城市 CONFIDENTIAL&PROPRIETARY6Source:CIA.gov2021;GeneralStatisticsOfficeofVietnam2022㽴盗꬗⚰♶㼱꣖⸂鿈ⴔ遤⚌涸㢕蔼䌄⸓馊文絑崸鷟⸷㟞Ɤꥥ满騗㕂⟱⚌紹紹㼊宠哔䎾Ꝇ涸㢴⯋⻊⸂宠䲿넞哔䎾Ꝇ涸꯸䚍ㄤ✽翫✽鸑玐䏞馊文⳪⦶Ⱖ⠏馊涸䧶殜⡙縨⟄⿺菔鵘⤑ⵄծ⸣⸓⸂䐢⟟ㄤ欰❡䧭劥⡛涸⠏⸷䧭⚹ⵖ鸣⚌䫏餴涸껷鷥湡涸㖑կ2023䎃10剢ず嫱䊨⚌欰❡㟞䌴ⵖ鸣⚌䬘⸓㟞ꟋⴀⰆ㞯假康䛪㢕ⵖ鸣⚌餑柄✫...♲ⴔ⛓♧涸馊文GDP85%涸馊文(休)ᄩⴀ〡+19%ⴀ〡ꆀ㟞䌴♸2020䎃湱嫱3,370➉繠⯋ⴀ〡㼋ぢ㘗ⵖ鸣⚌邍梡珘⨴鵛䎃勻假康⚌䊺䧭⚹馊文絑崸涸⚺銳❡⚌⛓♧կ140♰Ⰶ㞯康㹐2022䎃1-8剢假康⚌鵓勻㢕蔼+40.2%곫雦2023䎃荛2027䎃㼜㟞Ɤ12➉繠⯋ꥥ满馊文絊✵㖈2022䎃䛪㢕ぢ㞯㢪康㹐䒓佞假康⚌ッ梡㢕蔼鶺韌կ搬罜Ⰶ㞯假康䛪㢕荛倝䌢䙖⵸涸宐䎂㼿꨽傞傈կ9%倝䌢䙖⵸假康⚌㼆馊文GDP涸餑柄桧鸑胆劢䕧ᆄ㟞Ɤ㖈千崍Ⱖ➭㕂㹻㟞Ɤ佞綕涸胜兞♴馊文鷟⸷㟞Ɤծ⵸兞⛙錜罜⚂鸑胆饥⸷湱㼆「ⵌ䫈ⵖ㖈千崍㖑勹♧网杝猖կ2.9%嶊餩罏⟟呔䭷侨2022䎃8剢➠儑衼⡛✵4%涸湡叻馊文涸鸑胆角⸂⚺銳勻荈敍俱瘝(休)ᄩ⟄⿺❜鸑鵘鳕瘝湱Ⱒ剪⸉կꨪ(마)Ꝉꆀ涸㟞Ɤ劢「ⵌ瀊劍鸑胆涸䬯稡կ-28.4-19.5-12.21.11.33.19.412.122.627.342.650.2Sep-21Dec-21Mar-22Ju n-22馊文ꨪ(마)Ꝉ(마)괄涸ず嫱㟞䌴+50%2021䎃8剢vs2022䎃8剢+4.1% CONFIDENTIAL&PROPRIETARY7馊文俒⻊帿「⚥㕂俒⻊䕧ᆄ㔔姼♸⚎文❇龇㕂♶ず馊文鸑䌢鄄雩⚹㾩✵⚎❇俒⻊㕕կSource:Britannica2022馊文僽㢴⯋俒⻊㕂㹻帿「⚎❇俒⻊䕧ᆄ露鎊馊文露僽馊文涸㸽倰露鎊紨剣86%涸馊文➃〡⢪欽霪露鎊薉露傈渤䧭⚹馊文涸痦✳露鎊կ馊文涸㷖吥㣐㢴㼜薉露霃⚹䗳⥝靃♸岁露䎇⴩䧴》去岁露կ馊文涸㼱侨字偛⢪欽㢴猫露鎊⺫䭍䁈⣜露ծ蒹露ծ毛露ծ넞唼露ծ务俒ծ⣰露ㄤ饟褐露կ岁露僽婤字絡屛涸麰❡雽㢴「鵂葻㥩侅肫涸馊文➃鿪㼜Ⱖ⡲⚹痦✳露鎊暵ⵆ僽文馊涸罈♧鳊➃ㄤ濼霋ⴔ㶩կ㸺侅⥌⟓♸⟟⧩錜馊文涸㸺侅血絑〄㾝祃ざ✫⭲ծꅺծ麤♲侅㖈馊文鄄獦⚹TamGiáo♲侅կ姻㔔㥵姼牏⯓䃩䬺ㄤ㷁麤㢊「䲀䃩կ㖈馊文⠛絡俒⻊务過続❵㾩Ⱒ禹荛Ⱒꅾ銳կ⠍䨾ワ濼妍繠俒⻊䔂靈⚡➃⚺⛐罜馊文俒⻊ⴭꅾ錠㹻䏭錭蒀կ㖈馊文ⱚ络㖑勹♲去䧴㔋去ず㛔涸梡韌➠搬ꥥ㢅〳錛կ CONFIDENTIAL&PROPRIETARY8㼭絕123馊文涸絑崸㟞鸟䭯絯곭駵⚎文❇㖑勹嫱Ⰼ椕䎂㖲宐䎂䘯1.7⦔剣劅䧭⚹倝涸嶊餩㟞Ɤ䒸乾կꥥ满ⵖ鸣⚌䔂⸢㟞ꟋㄤⰆ㞯假康⚌鵓勻㢕蔼馊文〳剣佪䫻䖵鸑胆角⸂կ㙹䋑⻊僽馊文㾀字佐Ⰶ㟞Ɤ涸ꅾ銳䲀⸓㔔稇劢勻宀䎃⚺銳㙹䋑㼜餑柄紨90%涸嶊餩㟞Ɤկ馊文俒⻊帿「⚥㕂俒⻊䕧ᆄ㔔姼♸⚎文❇龇㕂♶ず馊文鸑䌢鄄雩⚹㾩✵⚎❇俒⻊㕕կ4 CONFIDENTIAL&PROPRIETARY9C O N F I D E N T I A L & P R O P R I E T A R Y 馊文䋑㖞侨㶶㯮⡤呔㽷 CONFIDENTIAL&PROPRIETARY10㛇炄霃倶巛紩ㄤ䐢⟟獴⸓霃㢊⤛鵳✫馊文侨㶶⻊兜⿺桧涸䲿巛馊文涸✽翫緸絑崸觌⸽〄㾝霪㕂䧭⚹䨾㖈㖑勹ⰻ侨㶶⻊玐䏞剒넞涸絑崸⡤կ鵯⚺銳䖤渤✵䔲㖑佟瘻㣐⸂䒊霃兰䢴㙹䋑緸絞涸⚿䲃罜⚂(마)⟟➑100繠⯋涸䐢⟟兰腊䩛纸霃㢊㥵Vsmart(土)䩛〳䖤կ獴⸓✽翫緸䎂㖲鵶䱹鸟䏞+34.5%+59%㔿㹁✽翫緸䎂㖲鵶䱹鸟䏞2022-2023䎃ず嫱㟞䌴2021-2023䎃ず嫱㟞䌴2022䎃馊文✽翫緸兜⿺桧73%63%Ⰼ椕䎂㖲2022䎃馊文䭆剣♧鿈兰腊䩛纸涸✽翫緸欽䨪嫱⢾98%䭆剣⟄♳霃㢊涸✽翫緸欽䨪嫱⢾2020-2021䎃ず嫱㟞䌴兰䢴欰崞僽馊文涸倝⵸屠Source:Kepios,2021;Cimigo,2022;Ookla,2022;eMarketer2022,statista2023,datapoint2023䎂匣霃㢊兰腊䩛邍/䩛梠兰腊㹻㾀霃㢊VR霃㢊 CONFIDENTIAL&PROPRIETARY11馊文獴⸓⯓遤涸✽翫緸絑崸絩絯觌⸽〄㾝馊文字⠍宀ⴔꫬ滸✵⢪欽䩛纸♳緸կ2023䎃欽䨪䎂㖲♳緸傞Ɤ6㼭傞23ⴔꛦ欽䨪⢪欽䩛纸♳緸涸䎂㖲傞Ɤ3㼭傞27ⴔꛦ欽䨪⢪欽〵䒭歏腰ծ疴雵劥歏腰䧴䎂匣♳緸涸䎂㖲傞Ɤ3㼭傞21ⴔꛦ姿Ⰶ倝䌢䙖⟄勻馊文涸嶊餩罏䊺⛴䟗鸑鵂兰腊䩛纸㹊梡ぐ碫欽鸀歏(休)餝暟ծ獴⸓佅➰ծ錜溏錠곸ծ梖康䧬ㄤ雧㢪攴瘝կ94%46%12%䩛劼〵䒭歏腰/疴雵劥歏腰Ⱖ➭霃㢊䎂匣瘝♳緸⢪欽涸霃㢊+15%絁♳㢪攴佐Ⰶ곫雦ⵌ2023䎃㼜鴪ⵌ19.3➉繠⯋ⵌ2027䎃涸㢕ざ䎃㖲㟞Ɤ桧(CAGR)⚹15.29%34%2023䎃馊文➃⢪欽✽翫緸歏錠(OTT)剪⸉涸嫱⢾곫雦ⵌ2027䎃㼜鴪ⵌ40.1%+35%歏㶩佅➰⢪欽ꆀ涸ず嫱㟞䌴㖈Ⰼ椕黔黔곭⯓Source:Asiaperspective,2020;McKinsey,2021;Cimigo,2022;VOVworld,202158%2022䎃馊文歏(休)欽䨪幷鷳桧 CONFIDENTIAL&PROPRIETARY12爢❜㯮⡤ㄤ㖈絁錠곸毛研✫馊文嶊餩罏⚺銳涸侨㶶嶊餩傞ꢂ2.5㼭傞爢❜㯮⡤傈㖲⢪欽傞Ɤ44%䭆剣3⚡爢❜㯮⡤餖䨪涸緸字嫱⢾馊文剒「妅鵓涸侨㶶⻊崞⸓51.20%36.80%30.80%29.50%27.30%27.30%27.00%26.00%갉⛙錠곸䵆疭/緸絞哥/掚꡶錠곸䭷文/侅玐錠곸侅肫錠곸❡ᄩ崵霉錠곸⡤肫꧋Ꝯ/晙媯康䧬錠곸Vlog/鴪➃錠곸掚꡶錠곸ⰻ㺂碫㘗Source:Kepios,2021;Cimigo,2022;Ookla,2022ᄩ晥゗爙ꤑ✫暵ⵆⰢ岤䎛デⰻ㺂♸䩛纸곜꬗涸鷓ꂁ䏞ᄩ晥鵮䎾翸送爢❜㯮⡤ㄤ錠곸䎛デ呋䒭կ92%㖈絁錜溏錠곸39%⢪欽갉⛙崨㯮⡤剪⸉20%佐ゑ䧴錜溏乄㹐23%㖈絁佐ゑ䎛乄 CONFIDENTIAL&PROPRIETARY13㼭絕123ꥥ满㛇炄霃倶♶倗㸤㊤2022䎃馊文獴⸓⯓遤涸✽翫緸絑崸觌⸽〄㾝կ崹錢爢❜㯮⡤ㄤ㖈絁錜溏錠곸僽馊文字⠍涸⚙㣐侨㶶⻊㬛⛙倰䒭կ➢歏(休)ծ歏㶩佅➰ⵌ絁♳挿㢪攴侨㶶⻊䕧ᆄ满馊文字⠍欰崞涸倰倰꬗꬗կ馊文涸侨㶶⻊嶊餩罏纈⡤♶倗㡫㣐կꤑ✫暵ⵆⰢ岤䎛デⰻ㺂♸䩛劼곜꬗涸鷓ꂁ䏞ᄩ晥鵮䎾翸送爢❜㯮⡤ㄤ錠곸䎛デ呋䒭կ4 CONFIDENTIAL&PROPRIETARY14C O N F I D E N T I A L & P R O P R I E T A R Y 馊文䋑㖞嶊餩罏嚋錢 馊文嶊餩罏涸倝꬗㶰㽴！傈渤䄕饰涸嶊餩꣌㽻ㄤ㙹䋑⻊僽馊文絑崸㟞Ɤ涸⚺銳끮⸓⸂告倝涸眜畎姻㖈靶ⱗ馄馊✫䋑㖞錞垷ㄤ佐Ⰶ㟞Ɤ涸薴殶կ儑衼涸➃纈㾩䚍」⻊ㄤ傈渤兜⿺涸侨㶶⻊䪮助剣劅⸈䔂馊文嶊餩䋑㖞涸㢴呋䚍欨荛⤛⢪嶊餩罏⨊㥩ㄤ遤⚹〄欰䠑䟝♶ⵌ涸」⻊կ銳䟝㖈馊文嶊餩䋑㖞㣐㾝㸪愿⟱⚌䎾➫絈䪾䳣导僥馊文爢⠔絑崸」⻊ㄤ䕧ᆄ嶊餩遤⚹涸ぐ碫馋⸷կ#1嶊餩罏⥌䗱ⱄ⴯倝⡛嶊餩罏」䖤蒜⥛#3侨㶶韭欰➿僽嶊餩涸⚥㗏⸂ꆀ#4劥㕼ᄩ晥傈渤「ⵌꫬ滸Source:McKinsey2021;BangkokPost2021#5ESG(梠㞯ծ爢⠔ㄤⰖ぀屛椚)㔔稇涸䕧ᆄ⸂♳巛#2⠛絡㖑㚖䊵䒗〄欰」⻊18#6罈䎃➃涸嶊餩毛嫱♳巛 38%19%20%20%22%24%✽翫緸剪⸉剪鄳ꭑ㾶繠㥿⚡䫡(休)ᄩ⚡➃瓦欰(休)ᄩ㹻㾀幡峇(休)ᄩ⨴魧♸Ⱞ欰16嶊餩罏⥌䗱ⱄ⴯倝⡛蒜⥛㘗嶊