The document provides an overview of the Vietnam group-buying market. It analyzes data from over 9,000 deals across 53 group-buying sites from September 2010 to November 2011. Key findings include: Nhommua and Hotdeal have the largest market share of listed deals. Food & beverage is the largest category by share of deals. The average original price of a deal is over 1 million VND while the average discounted price is around 300,000 VND, resulting in an average discount rate of 57%. Cash on delivery is the most popular payment option. The market is growing rapidly with increasing internet and smartphone penetration among Vietnamese consumers.

1. Vietnam Group-buying Market Overview
Researcher: TuDQ
Twitter: @doqtu84
Date: Nov 26, 2011

2. Research Methodology
• Collecting 9,120 deals across 53 group-buying sites since Sep, 2010

3. Share by Listed Deals (All Markets)
Share by Listed Deals (All Markets)
Nhommua Nhommua Hotdeal Cungmua
17%
Muachung Cucre Runhau
28%
Zing Deal 51deal Khuyenmaivang
Phagia Others
Hotdeal
13%
2%
3%
3% Cungmua
11%
4%
Runhau
4% Cucre Muachung
5% 9%

4. Share by Listed Deals (Hanoi)
Share by Listed Deals (Hanoi)
Nhommua Muachung
Hotdeal Cungmua
Cucre Others
Nhommua
Others 24%
29%
Muachung
Cucre 16%
9%
Cungmua
Hotdeal
10%
11%

5. Share by Listed Deals (HCM)
Share by Listed Deals (HCM)
Nhommua Hotdeal Cungmua
Zing Deal Muachung Others
Nhommua
16%
Hotdeal
Others 13%
49%
Cungmua
11%
Zing Deal
Muachung 6%
5%

6. Share by Markets
SGN HAN VNM (Others)
Share by Markets
VNM (Others)
3%
HAN
23%
SGN
74%

7. Share by Categories
Share by Categories
Food & Beverage Beauty & Health
Spa Fashion
Entertainment
Education Tourism
6%
Others Electronics & Computers
Electronics & Computers Entertainment
7%
Others Food & Beverage
7% 26%
Tourism
7%
Education
8% Beauty & Health
16%
Fashion
10% Spa
12%

8. Unique Visitors
Website Traffic by Regional Unique Visitors (Source: Google Ad Planner)
Nhommua.com 930,000
Muachung.vn 820,000
Hotdeal.vn 690,000
Cucre.vn 470,000
Dienmay.com 350,000
Cungmua.com 290,000
Deal.zing.vn 220,000
51deal.vn 120,000
Everyday.vn 110,000
0 250,000 500,000 750,000 1,000,000

9. Share by Deal Discount Rate
Share by Deal Discount Rate
Less than 30% 30-50% 50-70%
70-90% more than 90%
2%
6% Discount)Rate)Distribu/on)
2000"
1800"
15%
1600"
1400"
1200"
1000"
45%
800"
600"
400"
200"
32% 0"
0" 0.2" 0.4" 0.6" 0.8" 1" 1.2"

10. Share by Purchased Price and Original Price
Share$by$Purchased$Price$
6%$
AVERAGE MEDIAN
less$than$100,000$
5%$
Original Price 1,261,961 260,000
100,000$<$300,000$ 7%$
Discounted 300,931 100,000
300,000$<$500,000$ Price
48%$
500,000$<$1000,000$ Discount Rate 57% 52%
more$than$1,000,000$
34%$
Share$by$Original$Price$
less$than$500,000$
2%$ 1%$
500,000$;$1,000,000$
1,000,000$;$5,000,000$
5,000,000$;$10,000,000$
17%$
more$than$10,000,000$
13%$
67%$

11. Total Sales, Customers and Listed Deals (Sep 10 -
Nov 11) (Estimated)
Sales (x 100,000 VND) Customers Listed Deals
The Estimation of Total Sales, Customers and Listed Deals (Sep 10 - Nov 11)
3,000,000 1,350 1,400
1,146
2,250,000 1,050
844
1,821,000
1,675,000
1,500,000 700
461
916,000
750,000 350
516,371 2,028,951 1,353,338 60,692
0 100,000 0
Muachung Nhommua Hotdeal Cucre

12. Sales
Sep 10 - Nov 11 Sales (Billion in VND) Muachung
40 Nhommua
Hotdeal
Cucre
30
20
10
0
Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11

13. Deal Purchasers
Sep 10 - Nov 11 Deal Purchasers Muachung
300,000 Nhommua
Hotdeal
Cucre
225,000
150,000
75,000
0
Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11

14. Listed Deals
Sep 10 - Nov 11 Listed Deals Muachung Nhommua Hotdeal Cucre
300
225
150
75
0
Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11

15. Value of a Deal Purchaser
Muachung Nhommua Hotdeal Cucre
Value of a Deal Purchaser (VND)
177,573
82,569
134,557
165,805
0 45,000 90,000 135,000 180,000

16. Comparison of Average figures
Buyers per Deals Average Original Price Average Sales Price Average Discount Rate
Unadjusted Adjusted Unadjusted Adjusted Unadjusted Adjusted Unadjusted Adjusted
Muachung 383 417 619,097 608,052 307,063 294,820 48.63% 48.76%
Nhommua 2,404 1,737 3,261,164 465,771 151,935 154,810 61% 60%
Hotdeal 1,181 1,000 1,531,321 840,485 262,315 263,201 61.48% 61.32%
Vndoan 796 642 817,465 701,792 268,732 275,637 41% 41.82%
Cucre 132 133 486,867 489,351 220,356 221,300 51.59% 51.48%

17. Correlation Testing
• Testing correlation between Buyers per Deal and Purchased Price of a Deal
using Spearman correlation test
p value Spearman's
R statistic
ALL SITES < 0.001 -0.344
Muachung < 0.001 -0.289
high susceptibility to error and bias
Vndoan 0.026 -0.067
Cucre < 0.001 -0.184
Nhommua < 0.001 -0.202
Hotdeal < 0.001 -0.412
adjusted
ALL SITES < 0.001 -0.417
(excl.
Vndoan)

18. Payment Options
Cash on Delivery
Payment at Office
Bank Transfer coming soon
Credit Card (VISA, via Paypal via OnePay
Master)
Paypal Support?
E-Wallet Payoo ViMuaChung Mobivi, Nganluong
Domestic ATM Card Smartlink via OnePay
Mobile TopUp or SMS Vinaphone, Mobifone via Tichluydiem.com
Pay
Points System Gold via Tichluydiem.com
Discount Card InCard
E-Coupon (SMS, Email,
Mobile)
Paper Coupon
Mobile Apps
50d added to ViMuaChung
Instant Rebate!
(Loantin service)

19. Payment Options
Cash on Delivery Cash at checking bill
Payment at Office
Bank Transfer
Credit Card (VISA, ? via OnePay
Master)
Paypal Support?
E-Wallet
Domestic ATM Card via Baokim via OnePay
Mobile TopUp or SMS Vinaphone, Mobifone via
Vinaphone, Mobifone, Vietel Zing Card
Pay Mobibank
Points System
Discount Card
E-Coupon (SMS, Email,
Mobile)
Paper Coupon
Mobile Apps
Instant Rebate!

20. Market Opportunities
• Trust in online media forms
- 79% of VNM consumers influenced by ads on social media websites
- 82% of VNM consumers believe targeted advertising makes the content
more relevant to them
• VNM has highest promotion sensitivity in Asia at 87% - “Value for Money”
• High-growth in Retailing & FMCG market
Southeast Asia Trust in Advertising, Aug 2011, Nielsen
Shopper Trends 2011, Nielsen
Nielsen Retail Report, Aug 2011

21. Market Opportunities
• 17 mln. young new consumers in the next 10 years
• 18 mln. current urban consumers in middle & BOP class
• More mature, wealthier, and more savvy consumer base
• The wealthy income class has increased by 33%, while the middle class in
urban Vietnam has doubled in two years
VN GSO and TNS Viet Cycle, TNS analysis

22. Market Opportunities
Vietnamese consumer spending trends in 2011, TNS

23. Market Opportunities
Euromonitor, 2011