{"id":11416,"date":"2020-06-05T15:32:17","date_gmt":"2020-06-05T08:32:17","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11416"},"modified":"2020-12-15T10:04:54","modified_gmt":"2020-12-15T03:04:54","slug":"report-bao-cao-xu-huong-nganh-fmcg-hang-tieu-dung-nhanh-tai-viet-nam","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/report-bao-cao-xu-huong-nganh-fmcg-hang-tieu-dung-nhanh-tai-viet-nam\/","title":{"rendered":"[Report] B\u00e1o c\u00e1o xu h\u01b0\u1edbng ng\u00e0nh FMCG (h\u00e0ng ti\u00eau d\u00f9ng nhanh) t\u1ea1i Vi\u1ec7t Nam – Download PDF"},"content":{"rendered":"

FMCG l\u00e0 g\u00ec?<\/strong><\/span><\/h1>\n

FMCG l\u00e0<\/strong>\u00a0thu\u1eadt ng\u1eef vi\u1ebft t\u1eaft c\u1ee7a\u00a0Fast Moving Consumer Goods<\/strong> (ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng nhanh),g\u1ed3m c\u00e1c lo\u1ea1i h\u00e0ng h\u00f3a ti\u00eau d\u00f9ng thi\u1ebft y\u1ebfu trong cu\u1ed9c s\u1ed1ng. N\u00f3i v\u1ec1 c\u00e1c c\u00f4ng ty ng\u00e0nh h\u00e0ng FMCG l\u00e0 n\u00f3i v\u1ec1 nh\u1eefng nh\u00e0 s\u1ea3n xu\u1ea5t c\u00e1c m\u1eb7t h\u00e0ng ti\u00eau d\u00f9ng th\u01b0\u1eddng ng\u00e0y, th\u00e2n thu\u1ed9c trong cu\u1ed9c s\u1ed1ng, t\u1eeb b\u00e0n ch\u1ea3i \u0111\u00e1nh r\u0103ng, \u0111\u1ed3 \u0103n u\u1ed1ng h\u00e0ng ng\u00e0y, \u0111\u1ebfn kem d\u01b0\u1ee1ng da, th\u1eadm ch\u00ed c\u1ea3 c\u00e1c m\u1eb7t h\u00e0ng kh\u00e1c nh\u01b0 x\u0103ng xe, d\u1ea7u nh\u1edbt, thu\u1ed1c l\u00e1, \u0111i\u1ec7n tho\u1ea1i, etc\u2026<\/p>\n

C\u00f9ng t\u00ecm hi\u1ec3u xu h\u01b0\u1edbng ti\u00eau d\u00f9ng nhanh n\u00e0o t\u1ea1i Vi\u1ec7t Nam s\u1ebd ph\u1ed5 bi\u1ebfn th\u00f4ng qua b\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng FMCG (ti\u00eau d\u00f9ng nhanh) m\u00e0 DTM Consulting \u0111\u00e3 bi\u00ean t\u1eadp t\u1ed5ng h\u1ee3p c\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 c\u00e1c l\u1eddi khuy\u00ean cho marketer v\u00e0 doanh nghi\u1ec7p.<\/p>\n

B\u00e1o c\u00e1o xu h\u01b0\u1edbng ti\u00eau d\u00f9ng FMCG<\/h1>\n

Gia t\u0103ng nhu c\u1ea7u ti\u00eau d\u00f9ng FMCG \u1edf t\u1ea7ng l\u1edbp trung l\u01b0u v\u00e0 th\u01b0\u1ee3ng l\u01b0u<\/span><\/h2>\n

T\u1edbi 2030, d\u1ef1 ki\u1ebfn d\u00e2n s\u1ed1 t\u1ea7ng l\u1edbp trung l\u01b0u \u1edf ch\u00e2u \u00c1 s\u1ebd t\u0103ng th\u00eam h\u01a1n 3 tri\u1ec7u ng\u01b0\u1eddi. Khi \u0111i\u1ec1u ki\u1ec7n cu\u1ed9c s\u1ed1ng ng\u00e0y c\u00e0ng cao, kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi tr\u1ea3 cho c\u00e1c lo\u1ea1i h\u00ecnh s\u1ea3n ph\u1ea9m (h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5) ti\u00eau d\u00f9ng cao c\u1ea5p h\u01a1n. Xu h\u01b0\u1edbng n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u \u0111\u1ed1i v\u1edbi c\u1ea3 c\u01b0 d\u00e2n t\u1ea1i c\u00e1c th\u00e0nh ph\u1ed1 l\u1edbn v\u00e0 c\u00e1c khu v\u1ef1c n\u00f4ng th\u00f4n t\u1ea1i Vi\u1ec7t Nam(1).<\/span><\/p>\n

Nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 thu nh\u1eadp t\u1ea7ng trung v\u00e0 cao c\u1ea5p n\u00e0y s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n \u0111\u1ec3 th\u1ecfa m\u00e3n nhu c\u1ea7u v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m nh\u01b0 tu\u00e2n th\u1ee7 c\u00e1c ti\u00eau chu\u1ea9n v\u1ec1 s\u1ee9c kh\u1ecfe hay mong \u0111\u1ee3i v\u1ec1 h\u01b0\u01a1ng v\u1ecb, s\u1ef1 hi\u1ec7n di\u1ec7n v\u00e0 bao b\u00ec s\u1ea3n ph\u1ea9m,…<\/span><\/p>\n

\"\"<\/a><\/p>\n

Ngo\u00e0i ra, ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng n\u00e0y c\u00f2n c\u00f3 s\u1ef1 gia t\u0103ng nhu c\u1ea7u v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9man to\u00e0n th\u1ef1c ph\u1ea9m v\u00e0 truy xu\u1ea5t ngu\u1ed3n g\u1ed1c.<\/span><\/p>\n

L\u1eddi khuy\u00ean cho Marketer, doanh nghi\u1ec7p<\/span><\/h3>\n

Chi ti\u00eau cho FMCG d\u1ef1 ki\u1ebfn s\u1ebd ti\u1ebfp t\u1ee5c t\u0103ng v\u1edbi c\u00e1c d\u1ecbch v\u1ee5 s\u1ea3n ph\u1ea9m m\u1edbi trong giai \u0111o\u1ea1n 2020 – 2025.<\/span><\/p>\n

\u00d0\u1ed1i v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y, vi\u1ec7c kh\u1ea3 n\u0103ng chi tr\u1ea3 kh\u00f4ng c\u00f2n l\u00e0 v\u1ea5n \u0111\u1ec1 c\u1ea7n b\u00e0n c\u00e3i. V\u1ea5n \u0111\u1ec1 c\u1ee7a c\u00e1c Marketer hay c\u00e1c doanh nghi\u1ec7p cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m h\u01b0\u1edbng \u0111\u1ebfn nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0y ch\u00ednh l\u00e0 vi\u1ec7c l\u00e0m sao \u0111\u1ec3 c\u00f3 th\u1ec3 khi\u1ebfn cho h\u1ecd ch\u1ecbu chi tr\u1ea3 cho s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n? <\/span>V\u00e0 quan tr\u1ecdng h\u01a1n l\u00e0, s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n \u0111\u00e3 \u0111\u00e1p \u1ee9ng \u0111\u00fang k\u1ef3 v\u1ecdng, gi\u1ea3i quy\u1ebft \u0111\u00fang v\u1ea5n \u0111\u1ec1 m\u00e0 kh\u00e1ch h\u00e0ng mong mu\u1ed1n hay ch\u01b0a?<\/span><\/p>\n

Doanh nghi\u1ec7p c\u1ee7a b\u1ea1n \u0111\u00e3 n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c nhu c\u1ea7u, k\u1ef3 v\u1ecdng v\u00e0 nh\u1eefng v\u1ea5n \u0111\u1ec1 c\u1ea7n gi\u1ea3i quy\u1ebft c\u1ee7a kh\u00e1ch h\u00e0ng?<\/p>\n

Xem th\u00eam T\u00ecm hi\u1ec3u v\u00e0 n\u1eafm b\u1eaft nhu c\u1ea7u, k\u1ef3 v\u1ecdng c\u1ee7a th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng cho doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf<\/a><\/strong><\/p>\n

S\u1ea3n ph\u1ea9m v\u00e0 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn x\u00e3 h\u1ed9i, m\u00f4i tr\u01b0\u1eddng<\/span><\/h2>\n

Theo Stratx-exl (2), ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang tr\u1edf n\u00ean \u00fd th\u1ee9c h\u01a1n v\u1ec1 t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c c\u1ee7a vi\u1ec7c s\u1ea3n xu\u1ea5t c\u00e1c s\u1ea3n ph\u1ea9m FMCG v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m ph\u1ee5, ch\u1ea5t th\u1ea3i t\u1ea1o ra. V\u1eady n\u00ean c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c d\u00e1n nh\u00e3n l\u00e0 h\u1eefu c\u01a1 (organic) ho\u1eb7c c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m v\u00e0 ch\u00fa \u00fd nhi\u1ec1u h\u01a1n.
\nB\u00ean c\u1ea1nh \u0111\u00f3, c\u00e1c th\u1ef1c ph\u1ea9m c\u00f3 ngu\u1ed3n g\u1ed1c th\u1ef1c v\u1eadt c\u0169ng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u01b0u ti\u00ean l\u1ef1a ch\u1ecdn h\u01a1n. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1eabn s\u1ebd l\u1ef1a ch\u1ecdn v\u00e0 s\u1eed d\u1ee5ng th\u1ecbt, s\u1eefa, th\u1ecbt gia c\u1ea7m, c\u00e1,.. nh\u01b0ng m\u1ee9c \u0111\u1ed9 \u01b0u ti\u00ean s\u1ebd th\u1ea5p h\u01a1n c\u00e1c s\u1ea3n
\nph\u1ea9m tr\u00ean.
\nNg\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng \u01b0u ti\u00ean s\u1eed d\u1ee5ng c\u00e1c lo\u1ea1i s\u1ea3n ph\u1ea9m kh\u00f4ng ch\u1ee9a kh\u00e1ng sinh, c\u00f3 ngu\u1ed3n g\u1ed1c ch\u0103n th\u1ea3 t\u1ef1 do, ph\u00e1t tri\u1ec3n t\u1ef1 nhi\u00ean,…Ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng ch\u1ec9 l\u1ef1a ch\u1ecdn c\u00e1c s\u1ea3n ph\u1ea9m, m\u00e0 quy c\u00e1ch \u0111\u00f3ng g\u00f3i c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00f3 c\u0169ng s\u1ebd t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn s\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a h\u1ecd v\u00ec ng\u00e0y c\u00e0ng nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u1ef1a ch\u1ecdn c\u00e1c s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f3 nh\u1ef1a, s\u1eed d\u1ee5ng
\nc\u00e1c bao b\u00ec th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng,…<\/p>\n

Nh\u1eadn th\u1ee9c v\u1ec1 c\u00e1c v\u1ea5n \u0111\u1ec1 m\u00f4i tr\u01b0\u1eddng v\u00e0 x\u00e3 h\u1ed9i b\u00ean c\u1ea1nh c\u00e1c gi\u00e1 tr\u1ecb kinh doanh \u1edf nhi\u1ec1u c\u00f4ng ty FMCG ch\u00e2u \u00c1 c\u00f3 xu h\u01b0\u1edbng th\u1ea5p h\u01a1n so v\u1edbi c\u00e1c c\u00f4ng ty, t\u1eadp \u0111o\u00e0n \u0111a qu\u1ed1c gia. S\u1ef1 tham gia c\u1ee7a c\u00e1c doanh nghi\u1ec7p s\u1ea3n xu\u1ea5t v\u00e0 kinh doanh trong ng\u00e0nh FMCG t\u1ea1i<\/span> ch\u00e2u \u00c1 v\u00e0o nh\u1eefng v\u1ea5n \u0111\u1ec1 n\u00e0y v\u00e0 c\u00e1c th\u00f4ng tin li\u00ean quan \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1 c\u0169ng th\u01b0\u1eddng th\u1ea5p h\u01a1n(2).<\/span><\/p>\n

\u00d0i\u1ec1u n\u00e0y cho th\u1ea5y \u1edf Ch\u00e2u \u00c1, c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t, cung c\u1ea5p c\u00e1c m\u1eb7t h\u00e0ng FMCG v\u1eabn ch\u01b0a th\u1ef1c s\u1ef1 quan t\u00e2m \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 y\u1ebfu t\u1ed1 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng v\u00e0 x\u00e3 h\u1ed9i t\u1eeb c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 \u1ea3nh h\u01b0\u1edfng ra sao t\u1edbi \u00fd \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Tuy nhi\u00ean, \u0111\u00e2y l\u1ea1i l\u00e0 xu h\u01b0\u1edbng quan tr\u1ecdng v\u00e0 l\u00e0 m\u1ed1i quan t\u00e2m ng\u00e0y c\u00e0ng l\u1edbn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n

\"\"<\/a><\/p>\n

L\u1eddi khuy\u00ean cho Marketer, doanh nghi\u1ec7p<\/span><\/h3>\n

C\u00e1c doanh<\/span> nghi\u1ec7p, nh\u00e0 s\u1ea3n xu\u1ea5t gi\u1edd \u0111\u00e2y kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o vi\u1ec7c c\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u, mong mu\u1ed1n, gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u00e0 n\u00ean h\u01b0\u1edbng t\u1edbi c\u1ea3 c\u1ea3i ti\u1ebfn sao cho an to\u00e0n v\u1edbi s\u1ee9c kh\u1ecfe, b\u1ec1n v\u1eefng v\u1edbi m\u00f4i tr\u01b0\u1eddng, nh\u01b0 v\u1eady m\u1edbi s\u1ebd th\u00fac \u0111\u1ea9y ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p h\u01a1n.<\/span><\/p>\n

Ng\u00e0y nay, khi c\u00e1c ti\u00eau chu\u1ea9n \u0111\u1ea1o \u0111\u1ee9c trong vi\u1ec7c ti\u00eau d\u00f9ng c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng quan t\u00e2m h\u01a1n. C\u00e1c l\u1ee3i th\u1ebf v\u1ec1 s\u1ea3n ph\u1ea9m c\u00f3 s\u1ef1 li\u00ean quan \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 \u0111\u1ea1o \u0111\u1ee9c khi ti\u00eau d\u00f9ng nh\u01b0 kh\u00f4ng th\u1eed nghi\u1ec7m tr\u00ean \u0111\u1ed9ng v\u1eadt, an to\u00e0n v\u1edbi m\u00f4i tr\u01b0\u1eddng,… c\u0169ng s\u1ebd c\u00f3 th\u1ec3 l\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh cho doanh nghi\u1ec7p.<\/span><\/p>\n

N\u1ebfu b\u1ea1n l\u00e0 nh\u00e0 s\u1ea3n xu\u1ea5t, cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m th\u00e2n thi\u1ec7n m\u00f4i tr\u01b0\u1eddng h\u01a1n th\u00ec l\u00e0m th\u1ebf n\u00e0o b\u1ea1n c\u00f3 th\u1ec3 truy\u1ec1n th\u00f4ng cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111i\u1ec1u \u0111\u00f3? Kh\u00f4ng g\u00ec kh\u00e1c l\u00e0 doanh nghi\u1ec7p ph\u1ea3i hi\u1ec3u kh\u00e1ch h\u00e0ng. C\u00f3 r\u1ea5t nhi\u1ec1u c\u00e1ch \u0111\u1ec3 hi\u1ec3u kh\u00e1ch h\u00e0ng nh\u01b0 ti\u1ebfn h\u00e0nh c\u00e1c cu\u1ed9c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u1ea3o s\u00e1t xin \u00fd ki\u1ebfn kh\u00e1ch h\u00e0ng,… \u0111\u1ec3 t\u00ecm ra journey kh\u00e1ch h\u00e0ng<\/a>, m\u1ed1i quan t\u00e2m, nhu c\u1ea7u v\u00e0 k\u1ef3 v\u1ecdng v\u00e0 c\u00e1c lo l\u1eafng (pain point)<\/a><\/strong> th\u1eadt s\u1ef1 c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p b\u1ea1n. T\u1eeb nh\u1eefng d\u1eef li\u1ec7u, th\u00f4ng tin v\u1ec1 kh\u00e1ch h\u00e0ng \u0111\u00f3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng l\u00ean ch\u00e2n dung kh\u00e1ch h\u00e0ng (persona)<\/a><\/strong> m\u1ee5c ti\u00eau, x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c \u0111i\u1ec3m ch\u1ea1m (touch-points) \u0111\u1ec3 ti\u1ebfp c\u1eadn hi\u1ec7u qu\u1ea3 v\u00e0 t\u1ed1i \u01b0u ng\u00e2n s\u00e1ch truy\u1ec1n th\u00f4ng cho doanh nghi\u1ec7p.<\/span><\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang t\u00ecm ki\u1ebfm s\u1ef1 thu\u1eadn ti\u1ec7n<\/span><\/h2>\n

Khi cu\u1ed9c s\u1ed1ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 gia \u0111\u00ecnh tr\u1edf n\u00ean b\u1eadn r\u1ed9n h\u01a1n, h\u1ecd t\u00ecm ki\u1ebfm nh\u1eefng gi\u1ea3i ph\u00e1p thu\u1eadn ti\u1ec7n h\u01a1n. Th\u1ef1c t\u1ebf, ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua s\u1eafm c\u00e1c s\u1ea3n ph\u1ea9m FMCG th\u00f4ng qua\u00a0 h\u00ecnh th\u1ee9c tr\u1ef1c tuy\u1ebfn nhi\u1ec1u h\u01a1n tr\u01b0\u1edbc (3).<\/span><\/p>\n

C\u00e1c c\u1eeda h\u00e0ng tr\u1ef1c tuy\u1ebfn c\u0169ng \u0111ang cung c\u1ea5p d\u1ecbch v\u1ee5 giao h\u00e0ng trong c\u00f9ng m\u1ed9t ng\u00e0y nh\u1eb1m gi\u1eef \u0111\u1ed9 t\u01b0\u01a1i c\u1ee7a s\u1ea3n ph\u1ea9m – t\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u1edbi vi\u1ec7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ef1c ti\u1ebfp \u0111i mua. \u0110i\u1ec1u n\u00e0y c\u0169ng l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 th\u00fac \u0111\u1ea9y ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00f3n nh\u1eadn v\u00e0 \u01b0u ti\u00ean s\u1eed d\u1ee5ng c\u00e1c d\u1ea1ng d\u1ecbch v\u1ee5 ti\u1ec7n l\u1ee3i n\u00e0y.<\/span><\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang t\u00ecm ki\u1ebfm s\u1ef1 thu\u1eadn ti\u1ec7n<\/span><\/h2>\n

C\u00f4ng ngh\u1ec7 \u0111ang thay \u0111\u1ed5i c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0103n v\u00e0 u\u1ed1ng. L\u1ed1i s\u1ed1ng b\u1eadn r\u1ed9n m\u1edf \u0111\u01b0\u1eddng cho c\u00e1c s\u1ea3n ph\u1ea9m v\u1edbi \u00edt \u0111\u00f2i h\u1ecfi s\u1ef1 chu\u1ea9n b\u1ecb ch\u1ebf bi\u1ebfn v\u00e0 \u0111\u00f3ng g\u00f3i h\u01a1n (3).<\/span><\/p>\n

C\u00e1c si\u00eau th\u1ecb c\u0169ng \u0111ang t\u0103ng c\u01b0\u1eddng s\u1ef1 c\u1ea1nh tranh c\u1ee7a h\u1ecd b\u1eb1ng c\u00e1ch cung c\u1ea5p nhi\u1ec1u l\u1ef1a ch\u1ecdn b\u1eefa s\u1eb5n, ti\u1ec7n l\u1ee3i t\u1eeb c\u00e1c lo\u1ea1i \u0111\u1ed3 \u0103n v\u1eb7t, tr\u00e1i c\u00e2y-rau-h\u1ea1t c\u1eaft s\u1eb5n cho \u0111\u1ebfn c\u00e1c b\u1eefa \u0103n ch\u00ednh. V\u00e0 c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t FMCG c\u0169ng \u0111ang<\/span> c\u1ed1 g\u1eafng \u0111\u00e1p \u1ee9ng nhu c\u1ea7u, mong mu\u1ed1n v\u1ec1 s\u1ef1 thu\u1eadn ti\u1ec7n theo nhi\u1ec1u kh\u00eda c\u1ea1nh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n

V\u00ed d\u1ee5, m\u1ed9t s\u1ed1 lo\u1ea1i th\u1ef1c ph\u1ea9m \u0111ang \u0111\u01b0\u1ee3c c\u1ea3i ti\u1ebfn b\u1eb1ng c\u00e1ch s\u01a1 ch\u1ebf sao cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng thu\u1eadn ti\u1ec7n, d\u1ec5 ch\u1ebf bi\u1ebfn h\u01a1n m\u00e0 v\u1eabn gi\u1eef \u0111\u01b0\u1ee3c h\u01b0\u01a1ng v\u1ecb so v\u1edbi nh\u1eefng nh\u00e0 cung c\u1ea5p truy\u1ec1n th\u1ed1ng.<\/span><\/p>\n

S\u1ee9c kh\u1ecfe – s\u1edf th\u00edch ti\u00eau d\u00f9ng quan tr\u1ecdng\u00a0<\/span><\/h2>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang tr\u1edf n\u00ean \u00fd th\u1ee9c h\u01a1n v\u1ec1 t\u00e1c \u0111\u1ed9ng c\u1ee7a s\u1ef1 l\u1ef1a ch\u1ecdn th\u1ef1c ph\u1ea9m c\u1ee7a h\u1ecd kh\u00f4ng ch\u1ec9 \u0111\u1ed1i v\u1edbi b\u1ea3n th\u00e2n h\u1ecd m\u00e0 c\u00f2n \u0111\u1ed1i v\u1edbi m\u00f4i tr\u01b0\u1eddng. \u00d0i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn vi\u1ec7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u00ecm ki\u1ebfm c\u00e1c l\u1ef1a ch\u1ecdn thay th\u1ebf l\u00e0nh m\u1ea1nh h\u01a1n cho vi\u1ec7c ti\u00eau d\u00f9ng c\u1ee7a h\u1ecd(4).<\/span><\/p>\n

D\u01b0\u1eddng nh\u01b0 c\u00e1c s\u1ea3n ph\u1ea9m \u00edt mu\u1ed1i, \u00edt ch\u1ea5t b\u00e9o v\u00e0 kh\u00f4ng \u0111\u01b0\u1eddng t\u1ed1t cho s\u1ee9c kh\u1ecfe ng\u00e0y c\u00e0ng tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn. Thay v\u00ec ch\u1ec9 mua \u0111\u01b0\u1ee3c t\u1ea1i c\u00e1c c\u1eeda h\u00e0ng th\u1ef1c ph\u1ea9m s\u1ee9c kh\u1ecfe \u0111\u1eb7c bi\u1ec7t, th\u00ec b\u00e2y gi\u1edd b\u1ea1n c\u00f3 th\u1ec3 mua ngay t\u1ea1i c\u1eeda h\u00e0ng ti\u1ec7n l\u1ee3i, si\u00eau th\u1ecb th\u00f4ng th\u01b0\u1eddng.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng c\u00f3 nhu c\u1ea7u s\u1eed d\u1ee5ng c\u00e1c lo\u1ea1i th\u1ef1c ph\u1ea9m v\u00e0 \u0111\u1ed3 u\u1ed1ng m\u00e0 h\u1ecd tin r\u1eb1ng s\u1ebd \u00edt g\u00e2y h\u1ea1i ho\u1eb7c c\u00f3 t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c \u0111\u1ebfn s\u1ee9c kh\u1ecfe \u0111i\u1ec3n h\u00ecnh nh\u01b0 c\u00e1c s\u1ea3n ph\u1ea9m thay th\u1ebf s\u1eefa c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb \u0111\u1ed9ng v\u1eadt b\u1eb1ng th\u1ef1c v\u1eadt (s\u1eefa \u0111\u1eadu n\u00e0nh ho\u1eb7c h\u1ea1nh nh\u00e2n), th\u1ecbt \u0111\u01b0\u1ee3c ch\u0103n th\u1ea3 t\u1ef1 nhi\u00ean. C\u00e1c s\u1ea3n ph\u1ea9m kh\u00f4ng g\u00e2y d\u1ecb \u1ee9ng c\u0169ng \u0111ang tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn h\u01a1n cho nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng b\u1ecb d\u1ecb \u1ee9ng.<\/span><\/p>\n

B\u00ean c\u1ea1nh vi\u1ec7c gia t\u0103ng s\u1eed d\u1ee5ng c\u00e1c lo\u1ea1i th\u1ef1c ph\u1ea9m thu\u1ea7n t\u00fay ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng c\u00f3 xu h\u01b0\u1edbng s\u1eed d\u1ee5ng c\u00e1c lo\u1ea1i th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng nhi\u1ec1u h\u01a1n. M\u1ed9t b\u1ed9 ph\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng chia s\u1ebb r\u1eb1ng h\u1ecd \u0111ang s\u1eed d\u1ee5ng b\u1ed5 sung vitamin v\u00e0 th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng trong cu\u1ed9c s\u1ed1ng h\u00e0ng ng\u00e0y. Khi nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u0103ng l\u00ean, nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c ph\u1ea9m v\u00e0 c\u00e1c nh\u00e0 b\u00e1n l\u1ebb d\u1ef1 ki\u1ebfn s\u1ebd tham gia v\u00e0o l\u0129nh v\u1ef1c th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng n\u00e0y(5).<\/span><\/p>\n

C\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c ph\u1ea9m \u0111ang ng\u00e0y c\u00e0ng t\u1eadn d\u1ee5ng c\u00e1c xu h\u01b0\u1edbng ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe \u0111\u1ec3 l\u00e0m n\u1ed5i b\u1eadt \u0111\u1eb7c \u0111i\u1ec3m ri\u00eang, ch\u1ee9c n\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m v\u1edbi c\u00e1c lo\u1ea1i th\u00f4ng tin v\u1ec1 th\u00e0nh ph\u1ea7n t\u1ef1 nhi\u00ean v\u00e0 l\u1ee3i \u00edch s\u1ee9c kh\u1ecfe, l\u00e0m \u0111\u1eb9p c\u1ee7a s\u1ea3n ph\u1ea9m. \u00d0i\u1ec1u n\u00e0y c\u0169ng \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh trong s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a xu h\u01b0\u1edbng \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m, th\u1ef1c ph\u1ea9m c\u00f3 t\u00e1c d\u1ee5ng l\u00e0m \u0111\u1eb9p.<\/span><\/p>\n

Do t\u00ednh linh ho\u1ea1t c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi c\u00f4ng vi\u1ec7c ng\u00e0y c\u00e0ng t\u0103ng, m\u1ed1i quan t\u00e2m v\u1ec1 c\u00e1c m\u00f3n “\u0103n v\u1eb7t” hay \u0111\u1ed3 \u0103n nh\u1eb9 c\u0169ng tr\u1edf n\u00ean ng\u00e0y c\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng. Theo Innova, 63% th\u1ebf h\u1ec7 Y chia s\u1ebb r\u1eb1ng h\u1ecd th\u01b0\u1eddng thay th\u1ebf b\u1eefa \u0103n ch\u00ednh b\u1eb1ng c\u00e1c lo\u1ea1i \u0111\u1ed3 \u0103n nh\u1eb9 (3).<\/span><\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng nh\u1eefng c\u1ea7n ti\u1ec7n d\u1ee5ng, m\u00e0 c\u00f2n h\u01b0\u1edbng t\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m h\u1eefu c\u01a1, ch\u1ea5t l\u01b0\u1ee3ng cao v\u00e0 b\u1ec1n v\u1eefng v\u1edbi m\u00f4i tr\u01b0\u1eddng. C\u00e1c th\u00e0nh ph\u1ea7n c\u00f3 l\u1ee3i cho s\u1ee9c kh\u1ecfe nh\u01b0 b\u01a1 v\u00e0 d\u1ea7u d\u1eeba c\u00f9ng v\u1edbi c\u00e1c lo\u1ea1i protein t\u1eeb th\u1ef1c v\u1eadt \u0111ang \u0111\u1ecbnh h\u01b0\u1edbng xu h\u01b0\u1edbng cho nh\u00f3m s\u1ea3n ph\u1ea9m \u0111\u1ed3 \u0103n nh\u1eb9 n\u00e0y. C\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 c\u00e1c th\u00e0nh ph\u1ea7n nh\u01b0 th\u1ecbt c\u0169ng \u0111ang tr\u1edf th\u00e0nh m\u1ed9t d\u1ea1ng \u0111\u1ed3 \u0103n nh\u1eb9 th\u00f4ng qua c\u00e1c lo\u1ea1i h\u00ecnh th\u1ee9c ch\u1ebf bi\u1ebfn, s\u1ea3n xu\u1ea5t.<\/span><\/p>\n

L\u1eddi khuy\u00ean cho marketer, doanh nghi\u1ec7p<\/span><\/h3>\n

Ai l\u00e0 nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng\u00a0m\u1ee5c ti\u00eau m\u00e0 doanh nghi\u1ec7p m\u00ecnh c\u1ea7n h\u01b0\u1edbng \u0111\u1ebfn? H\u1ecd\u00a0c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m n\u00e0o? H\u1ecd hi\u1ec7n di\u1ec7n \u1edf \u0111\u00e2u? C\u00e1ch ti\u1ebfp c\u1eadn, truy\u1ec1n th\u00f4ng ra sao\u00a0cho hi\u1ec7u qu\u1ea3?<\/span><\/p>\n

H\u1ecd c\u00f3 quan t\u00e2m \u0111\u1ebfn vi\u1ec7c s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng, s\u1ee9c kh\u1ecfe c\u1ee7a h\u1ecd kh\u00f4ng? N\u1ebfu c\u00f3 th\u00ec c\u00f3 n\u00ean \u0111\u01b0a ra c\u00e1c ch\u00ednh s\u00e1ch gi\u1ea3m t\u1ea3i t\u00e1c \u0111\u1ed9ng x\u1ea5u \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng v\u00e0 th\u00f4ng b\u00e1o \u0111i\u1ec1u n\u00e0y \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng bi\u1ebft?<\/span><\/p>\n

N\u1ebfu ph\u1ea3i thay \u0111\u1ed5i th\u00ec nh\u00f3m s\u1ea3n ph\u1ea9m n\u00e0o doanh nghi\u1ec7p b\u1ea1n n\u00ean gi\u1eef nguy\u00ean, nh\u00f3m s\u1ea3n ph\u1ea9m n\u00e0o n\u00ean c\u1ea3i thi\u1ec7n, thay \u0111\u1ed5i?<\/span><\/p>\n

N\u1ebfu c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m th\u00ec n\u00ean theo xu h\u01b0\u1edbng th\u00e2n thi\u1ec7n v\u1edbi s\u1ee9c kh\u1ecfe n\u00e0o?<\/span><\/p>\n

Tr\u1ea3i nghi\u1ec7m trong khi ti\u00eau d\u00f9ng<\/span><\/h2>\n

Vi\u1ec7c mua s\u1eafm gi\u1edd \u0111\u00e2y kh\u00f4ng ch\u1ec9 l\u00e0 vi\u1ec7c \u0111\u00e1p \u1ee9ng c\u00e1c nhu c\u1ea7u thu\u1ea7n t\u00fay, c\u01a1 b\u1ea3n nh\u01b0 \u0103n u\u1ed1ng, may m\u1eb7c m\u00e0 c\u00f2n tr\u1edf th\u00e0nh m\u1ed9t lo\u1ea1i h\u00ecnh gi\u1ea3i tr\u00ed, tr\u1ea3i nghi\u1ec7m.<\/span><\/p>\n

M\u1ed9t xu h\u01b0\u1edbng ng\u00e0y c\u00e0ng ph\u1ed5 bi\u1ebfn h\u01a1n \u0111\u00f3 l\u00e0 \u0111\u01b0a ng\u01b0\u1eddi d\u00f9ng tham gia v\u00e0o qu\u00e1 tr\u00ecnh s\u1ea3n xu\u1ea5t, t\u1ea1o ra s\u1ea3n ph\u1ea9m. Kh\u00f4ng c\u00f3 ai kh\u00f4ng c\u1ea3m th\u1ea5y y\u00eau th\u00edch, g\u1eafn k\u1ebft v\u1edbi s\u1ea3n ph\u1ea9m m\u00e0 ch\u00ednh b\u1ea3n th\u00e2n \u0111\u00e3 tham gia v\u00e0o qu\u00e1 tr\u00ecnh t\u1ea1o ra n\u00f3. \u00d0\u00f3 l\u00e0 th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c m\u1ed9t s\u1ed1 nh\u00e3n h\u00e0ng \u0111ang s\u1eed d\u1ee5ng \u0111\u1ec3 thu h\u00fat kh\u00e1ch, v\u00e0 th\u00f4ng \u0111i\u1ec7p c\u0169ng b\u1eaft \u0111\u00fang v\u1edbi t\u00e2m l\u00fd mu\u1ed1n \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n b\u1ea3n th\u00e2n c\u1ee7a nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n \u0111\u1ea1i.<\/span><\/p>\n

\u0110i\u1ec1u n\u00e0y th\u00fac \u0111\u1ea9y xu h\u01b0\u1edbng ng\u01b0\u1eddi ti\u00eau d\u00f9ng tham gia v\u00e0o qu\u00e1 tr\u00ecnh s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m, s\u1ef1 t\u1ef1 cung c\u1ea5p v\u00e0 c\u00e1 nh\u00e2n h\u00f3a.<\/span><\/p>\n

Theo kh\u1ea3o s\u00e1t qu\u00fd 3 n\u0103m 2016 c\u1ee7a Global Data, ph\u1ea7n l\u1edbn ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean to\u00e0n c\u1ea7u – 60% – cho bi\u1ebft h\u1ecd c\u1ea3m th\u1ea5y c\u00e1c s\u1ea3n ph\u1ea9m h\u1ecd c\u00f3 li\u00ean quan \u0111\u1ebfn b\u1ea3n th\u00e2n \u0111\u1eb9p v\u00e0 h\u1ea5p d\u1eabn h\u01a1n. V\u1eady n\u00ean, c\u00f3 m\u1ed9t c\u01a1 h\u1ed9i cho c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t FMCG l\u00e0 c\u1ea7n t\u00ecm ra nh\u1eefng c\u00e1ch th\u1ee9c m\u1edbi \u0111\u1ec3 cho ph\u00e9p ng\u01b0\u1eddi ti\u00eau d\u00f9ng “ghi l\u1ea1i”\u00a0 d\u1ea5u \u1ea5n c\u00e1 nh\u00e2n h\u1ecd l\u00ean c\u00e1c s\u1ea3n ph\u1ea9m h\u1ecd \u0111ang s\u1eed d\u1ee5ng.<\/span><\/p>\n

S\u1ef1 t\u0103ng tr\u01b0\u1edfng m\u1ea1nh c\u1ee7a FMCG \u1edf n\u00f4ng th\u00f4n<\/span><\/h2>\n

FMCG \u0111ang v\u00e0 s\u1ebd ti\u1ebfp t\u1ee5c t\u0103ng tr\u01b0\u1edfng m\u1ea1nh \u1edf khu v\u1ef1c n\u00f4ng th\u00f4n, bi\u1ec3u hi\u1ec7n b\u1eb1ng vi\u1ec7c c\u00e1c c\u1eeda h\u00e0ng b\u00e1n l\u1ebb, si\u00eau th\u1ecb v\u1eabn lu\u00f4n kh\u00f4ng ng\u1eebng t\u0103ng l\u00ean. Nh\u1eefng m\u1ed1i quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng h\u1ed9 gia \u0111\u00ecnh \u0111\u01b0\u1ee3c \u0111\u1ec1 cao h\u01a1n l\u00e0 c\u00e1c m\u1ed1i quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n(6).<\/span><\/p>\n

\"\"<\/a><\/p>\n

Suy gi\u1ea3m s\u1ef1 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u<\/span><\/h2>\n

M\u1ed9t nghi\u00ean c\u1ee9u m\u1edbi \u0111\u00e2y c\u1ee7a IRI(7) cho th\u1ea5y quy m\u00f4 c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y c\u00e0ng \u00edt c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh h\u01a1n so v\u1edbi tr\u01b0\u1edbc \u0111\u00e2y. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u1ecf v\u00e0 si\u00eau nh\u1ecf \u0111ang ng\u00e0y c\u00e0ng gi\u00e0nh \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n th\u00f4ng qua vi\u1ec7c th\u00edch nghi nhanh nh\u1ea1y v\u00e0 n\u1eafm b\u1eaft xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

\u0110\u1eb7c bi\u1ec7t, khi m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ebb tu\u1ed5i \u0111\u1eb7c bi\u1ec7t th\u00edch nh\u1eefng s\u1ea3n ph\u1ea9m gi\u1edbi h\u1ea1n, d\u00e0nh ri\u00eang cho m\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u1ee7a nh\u1eefng s\u1ea3n ph\u1ea9m \u0111ang c\u00f3 s\u1eb5n tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

C\u00e1c nh\u00e0 b\u00e1n l\u1ebb \u0111ang \u0111\u1ea7u t\u01b0 ng\u00e0y c\u00e0ng nhi\u1ec1u v\u00e0o c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ri\u00eang \u0111\u1ec3 t\u0103ng t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

Nh\u00e3n hi\u1ec7u ri\u00eang l\u00e0 m\u1ed9t trong nh\u1eefng xu h\u01b0\u1edbng ch\u1ee7 \u0111\u1ea1o trong ng\u00e0nh FMCG v\u00e0 l\u00e0 m\u1ed1i \u0111e d\u1ecda ng\u00e0y c\u00e0ng l\u1edbn \u0111\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u CPG (ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng \u0111\u00f3ng g\u00f3i) truy\u1ec1n th\u1ed1ng. \u0110\u00e1p l\u1ea1i l\u00e0 xu h\u01b0\u1edbng ng\u00e0y c\u00e0ng t\u0103ng v\u1edbi c\u00e1c m\u00f4 h\u00ecnh kinh doanh tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (D2C), th\u00f4ng qua vi\u1ec7c c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t tr\u1ef1c ti\u1ebfp k\u1ebft n\u1ed1i, b\u00e1n h\u00e0ng qua c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i tr\u1ef1c tuy\u1ebfn v\u00e0 truy\u1ec1n th\u1ed1ng c\u1ee7a ch\u00ednh h\u1ecd(2).<\/span><\/p>\n

Anti-Brand Brand<\/span><\/h2>\n

Ngo\u00e0i ra, trong b\u00e1o c\u00e1o c\u1ee7a LEAD (2) c\u0169ng ch\u1ec9 ra r\u1eb1ng c\u00e1c c\u00f4ng ty CPG b\u1ecb \u0111e d\u1ecda b\u1edfi lo\u1ea1i h\u00ecnh kinh doanh m\u1edbi \u01b0u ti\u00ean s\u1ea3n ph\u1ea9m h\u01a1n l\u00e0 vi\u1ec7c tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing v\u00e0 truy\u1ec1n th\u00f4ng v\u1ec1 s\u1ea3n ph\u1ea9m nh\u01b0 m\u1ed9t d\u1ea1ng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng c\u00f3 th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

V\u00ed d\u1ee5, Th\u01b0\u01a1ng hi\u1ec7u Brandless kh\u1edfi nghi\u1ec7p cung c\u1ea5p m\u1ed9t lo\u1ea1t c\u00e1c s\u1ea3n ph\u1ea9m h\u1eefu c\u01a1 th\u1ef1c t\u1ebf v\u1edbi gi\u00e1 3 USD v\u00e0 \u0111\u00e3 r\u1ea5t th\u00e0nh c\u00f4ng v\u1edbi \u00fd t\u01b0\u1edfng kinh doanh n\u00e0y k\u1ec3 t\u1eeb khi ra m\u1eaft v\u00e0o th\u00e1ng 7\/2017.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Th\u1ef1c ph\u1ea9m dinh d\u01b0\u1ee1ng ch\u1ea5t l\u01b0\u1ee3ng cao<\/span><\/h2>\n

S\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi<\/span> ti\u00eau d\u00f9ng tr\u00ean \u0111\u1ed9 tu\u1ed5i 40 ng\u00e0y c\u00e0ng cao, d\u1ef1 ki\u1ebfn s\u1ebd chi\u1ebfm \u0111\u1ebfn 42% t\u1ed5ng d\u00e2n s\u1ed1 Vi\u1ec7t Nam trong 10 n\u0103m t\u1edbi. \u0110i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn s\u1ef1 gia t\u0103ng nhu c\u1ea7u dinh d\u01b0\u1ee1ng c\u1ee7a ng\u01b0\u1eddi cao tu\u1ed5i.<\/span><\/p>\n

Do c\u00e0ng l\u1edbn tu\u1ed5i ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00e0ng quan t\u00e2m \u0111\u1ebfn vi\u1ec7c l\u1ef1a ch\u1ecdn v\u00e0 ti\u00eau d\u00f9ng c\u00e1c s\u1ea3n ph\u1ea9m l\u00e0nh m\u1ea1nh v\u00e0 ch\u1ee9a nhi\u1ec1u dinh d\u01b0\u1ee1ng nh\u01b0 s\u1eefa b\u1ed9t, \u0111\u1ed3 u\u1ed1ng t\u1eeb c\u00e1c lo\u1ea1i h\u1ea1t, t\u1ed5 y\u1ebfn,….v\u1eady n\u00ean vi\u1ec7c cung c\u1ea5p c\u00e1c lo\u1ea1i s\u1ea3n ph\u1ea9m h\u01b0\u1edbng \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0y c\u00f3 th\u1ec3 m\u1edf ra nh\u1eefng c\u01a1 h\u1ed9i m\u1edbi cho c\u00e1c doanh nghi\u1ec7p.<\/span><\/p>\n

\"\"<\/a><\/p>\n

L\u1eddi khuy\u00ean cho Marketer, doanh nghi\u1ec7p\u00a0<\/span><\/h3>\n

B\u1ea1n c\u00f3 \u0111ang c\u1ea3m th\u1ea5y c\u00f3 m\u1ed9t ng\u00e1ch th\u1ecb tr\u01b0\u1eddng \u0111ang b\u1ecb b\u1ecf ng\u1ecf \u1edf \u0111\u00e2y?<\/span><\/p>\n

C\u00e1c s\u1ea3n ph\u1ea9m cho ng\u01b0\u1eddi cao tu\u1ed5i tr\u00ean th\u1ecb tr\u01b0\u1eddng hi\u1ec7n kh\u00f4ng ph\u1ea3i l\u00e0 <\/span>ch\u01b0a c\u00f3, nh\u01b0ng s\u1ef1 \u01b0u ti\u00ean v\u1ec1 ngu\u1ed3n g\u1ed1c nguy\u00ean li\u1ec7u; \u0111\u1ea3m b\u1ea3o, cam k\u1ebft \u0111\u1ed9 l\u00e0nh m\u1ea1nh th\u00ec v\u1eabn \u0111ang c\u00f2n b\u1ecf ng\u1ecf.<\/span><\/p>\n

Th\u1ecb tr\u01b0\u1eddng FMCG v\u1ed1n kh\u00f4ng ph\u1ea3i m\u1ed9t th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng cho nh\u00f3m ng\u01b0\u1eddi cao tu\u1ed5i nh\u01b0ng n\u1ebfu s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng ng\u00e1ch nhu c\u1ea7u ti\u1ec1m n\u0103ng n\u00e0y th\u00ec v\u1eabn s\u1ebd l\u00e0 c\u01a1 h\u1ed9i kinh doanh tuy\u1ec7t v\u1eddi.<\/span><\/p>\n

Xem th\u00eam b\u00e1o c\u00e1o xu h\u01b0\u1edbng ti\u00eau d\u00f9ng ng\u00e0nh F&B c\u1ee7a DTM Consulting <\/span>T\u1ea0I \u0110\u00c2Y<\/a><\/p>\n

Th\u1ef1c ph\u1ea9m c\u00f3 ch\u1ee9c n\u0103ng l\u00e0m \u0111\u1eb9p\u00a0<\/span><\/h2>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng mong mu\u1ed1n c\u00f3 m\u1ed9t v\u1ebb \u0111\u1eb9p t\u1ef1 nhi\u00ean nh\u1ea5t c\u00f3 th\u1ec3. Nhu c\u1ea7u n\u00e0y m\u1edf \u0111\u01b0\u1eddng cho c\u00e1c d\u1ecbch v\u1ee5 l\u00e0m \u0111\u1eb9p v\u00e0 s\u1ef1 d\u1ecbch chuy\u1ec3n chi ti\u00eau, \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c da nhi\u1ec1u h\u01a1n.<\/span><\/p>\n

Kh\u00e1ch h\u00e0ng c\u0169ng kh\u00e1t v\u1ecdng tr\u1ea3i nghi\u1ec7m v\u1edbi th\u00e0nh ph\u1ea7n t\u1ef1 nhi\u00ean, th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng. C\u00e1c s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c c\u01a1 th\u1ec3 \u0111\u00e3, \u0111ang v\u00e0 s\u1ebd l\u00e0 xu h\u01b0\u1edbng \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 nhi\u1ec1u h\u01a1n c\u1ea3.<\/span><\/p>\n

B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u chi ti\u1ebft v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng, insight kh\u00e1ch h\u00e0ng ng\u00e0nh l\u00e0m \u0111\u1eb9p, th\u1ea9m m\u1ef9 c\u1ee7a DTM Consulting <\/span>T\u1ea0I \u0110\u00c2Y<\/a><\/p>\n

\"B\u00e1o<\/a><\/p>\n

L\u1eddi khuy\u00ean cho marketer, doanh nghi\u1ec7p<\/h2>\n

Xu h\u01b0\u1edbng v\u1ec1 c\u00e1i \u0111\u1eb9p t\u1ef1 nhi\u00ean kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 c\u00e1c doanh nghi\u1ec7p, \u0111\u01a1n v\u1ecb kinh doanh c\u00e1c lo\u1ea1i h\u00ecnh d\u1ecbch v\u1ee5 spa, ph\u1eabu thu\u1eadt th\u1ea9m m\u1ef9 s\u1ebd b\u1ecb l\u00e9p v\u1ebf. M\u00e0 ng\u01b0\u1ee3c l\u1ea1i, n\u00f3 cho th\u1ea5y kh\u1ea3 n\u0103ng tr\u01b0\u1edfng c\u1ee7a ng\u00e0nh c\u00f9ng v\u1edbi s\u1ef1 s\u1eb5n s\u00e0ng chi tr\u1ea3 c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 c\u00e1c li\u1ec7u ph\u00e1p, d\u1ecbch v\u1ee5 l\u00e0m \u0111\u1eb9p v\u1edbi v\u1ebb \u0111\u1eb9p t\u1ef1 nhi\u00ean nh\u1ea5t c\u00f3 th\u1ec3.<\/span><\/p>\n

“L\u00e0m \u0111\u1eb9p t\u1ef1 nhi\u00ean” s\u1ebd m\u1edf ra c\u01a1 h\u1ed9i kinh doanh h\u1ea5p d\u1eabn cho c\u00e1c doanh nghi\u1ec7p n\u00e0o bi\u1ebft n\u1eafm b\u1eaft v\u1edbi s\u1ef1 c\u1ea3i ti\u1ebfn v\u1ec1 c\u00f4ng ngh\u1ec7, li\u1ec7u ph\u00e1p d\u1ecbch v\u1ee5 cung c\u1ea5p cho kh\u00e1ch h\u00e0ng \u0111\u1ed3ng th\u1eddi \u0111\u00e2y c\u0169ng l\u00e0 th\u00e1ch th\u1ee9c ti\u1ec1m n\u0103ng cho c\u00e1c doanh nghi\u1ec7p m\u1ef9 ph\u1ea9m v\u1edbi ngu\u1ed3n g\u1ed1c nguy\u00ean li\u1ec7u th\u00e2n thi\u1ec7n, thi\u00ean nhi\u00ean h\u01a1n.<\/span><\/p>\n

T\u1ea2I XU\u1ed0NG TO\u00c0N B\u1ed8 B\u00c1O C\u00c1O XU H\u01af\u1edaNG FMCG 2020 – 2025<\/a><\/span><\/h1>\n

 <\/p>\n

Ngo\u00e0i ra hi\u1ec7n DTM Consulting \u0111ang tri\u1ec3n khai \u01b0u \u0111\u00e3i h\u1ed7 tr\u1ee3 SMEs v\u00e0 startup c\u00f3 th\u1ec3 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng v\u1edbi m\u1ee9c ng\u00e2n s\u00e1ch h\u1ea1n ch\u1ebf, ch\u1ec9 t\u1eeb 20 tri\u1ec7u \u0111\u1ed3ng.<\/strong><\/p>\n

CONTACT US<\/a>\u00a0\u0111\u1ec3 nh\u1eadn ph\u00e2n t\u00edch v\u00e0 \u0111\u00e1nh gi\u00e1 MI\u1ec4N PH\u00cd t\u1eeb chuy\u00ean gia<\/strong><\/p>\n

 <\/p>\n

\n

Ngu\u1ed3n tham kh\u1ea3o:<\/p>\n

(1) Asian Fast Moving Consumer Goods Report, 2016
\n(2) Stratx-exl.com, 2020
\n<\/span>(3)The FMCG Trends 2019 by LEAD innovation management
\n(4) Oil and More Report, 2019
\n<\/span>(5) Vietnams FMCG Insight Handbook2020
\n<\/span>(6)<\/span>FMCG Monitor Report, October 2019
\n<\/span>(7)Fast Moving Consumer Goods (FMCG) annual insights report by IRI\u00ae 2020<\/span><\/p>\n

 <\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

FMCG l\u00e0 g\u00ec? FMCG l\u00e0\u00a0thu\u1eadt ng\u1eef vi\u1ebft t\u1eaft c\u1ee7a\u00a0Fast Moving Consumer Goods (ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng nhanh),g\u1ed3m c\u00e1c lo\u1ea1i h\u00e0ng h\u00f3a ti\u00eau d\u00f9ng thi\u1ebft y\u1ebfu trong cu\u1ed9c s\u1ed1ng. N\u00f3i v\u1ec1 c\u00e1c c\u00f4ng ty ng\u00e0nh h\u00e0ng FMCG l\u00e0 n\u00f3i v\u1ec1 nh\u1eefng nh\u00e0 s\u1ea3n xu\u1ea5t c\u00e1c m\u1eb7t h\u00e0ng ti\u00eau d\u00f9ng th\u01b0\u1eddng ng\u00e0y, th\u00e2n thu\u1ed9c trong cu\u1ed9c s\u1ed1ng, […]<\/p>","protected":false},"author":4,"featured_media":11430,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,663,640],"tags":[656,662,651],"class_list":["post-11416","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-bao-cao-thi-truong","category-marketing-reports","tag-insights-khach-hang","tag-tags-marketing-reports","tag-nghien-cuu-thi-truong-tag",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=11416"}],"version-history":[{"count":6,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11416\/revisions"}],"predecessor-version":[{"id":11445,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11416\/revisions\/11445"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/11430"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=11416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=11416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=11416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}