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EVBN-2018年越南电子商务行业报告(英文).pdf

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EVBN E-commerce industry in Vietnam 4 ASEAN Association of Southeast Asian NationsB2C Business to ConsumerB2B Business to BusinessC2C Consumer to ConsumerCAGR Compound annual growth rateCIT Corporate Income TaxCOD Cash-on-deliveryEU European Union EVFTA EU-Vietnam Free Trade AgreementFDI Foreign Direct InvestmentFOE Foreign Owned EnterpriseFTA Free Trade AgreementGDP Gross Domestic ProductGRDI Global Retail Development IndexIOT Internet of ThingsMoIT Ministry of Industry and TradePOS Point-of-SaleSME Small and Medium EnterpriseVietnam and Customs Union of Belarus – Kazakhstan – Russia Free Trade AgreementVietnam E-commerce AssociationVietnam E-commerce and Ination Technology AgencyVietnam Japan Economic Partnership AgreementVietnam Korea Free Trade AgreementWorld Trade OrganizationEUR/US 0.81EUR/VND 27 ,998.64 LIST OF ABBREVIATIONS CURRENCY EXCHANGE VCUFTA VECOM VECITA VJEPA VKFTA WTOEVBN E-commerce industry in Vietnam 5 Figure 1 Map of Vietnam with key cities 8 Figure 2 Vietnam’s population 2013-20f 9 Figure 3 Forecast of rural and urban population in Vietnam and Asia Pacific, 2030 9 Figure 4 Nominal GDP and Real GDP growth, 2013-20f 10 Figure 5 Nominal GDP per capita, 2013-20f 10 Figure 6 Total registered FDI capital, 2010-2017 11 Figure 7 Total registered FDI capital by provinces, 2017 11 Figure 8 Structure of consumption expenditure, 2013-22f 12 Figure 9 Vietnamese Internet Users 14 Figure 10 Smartphone penetration rates in Vietnam 14 Figure 11Structure of retail market in Vietnam 15 Figure 12 Vietnam B2C E-commerce market size and its proportion in total retail industry value, 2013-20f 16 Figure 13 Definitions of types of E-commerce 16 Figure 14 Number of registered E-commerce websites in Vietnam by type, 2015-2016 17 Figure 15 Preferred payment s in Vietnam, 2015-2016 18 Figure 16 Estimated E-commerce logistics market value, 2018-2022f 18 Figure 17 Modes of shipping used by E-commerce businesses in 2016 19 Figure 18 Estimated market size of B2B E-commerce in Vietnam, 2012-2015 19 Figure 19 Growth in E-commerce website access via mobile phone in Southeast Asia 21 Figure 20 Percentage of online purchase s in Vietnam, 2013 – 2016 22 Figure 21 Online shopping plat preferred by consumers, 2017 28 Figure 22 Top 10 E-commerce websites by monthly visits 29 Figure 23 List of some B2B E-commerce players in Vietnam 30 Figure 24 Tiki’s homepage and logo 32 Figure 25 Auchan’s homepage and logo 33 Figure 26 Online shopping frequency 35 Figure 27 Device used to shop online 36 Figure 28 Products/services most purchased online 36 Figure 29 E-commerce registration process 38 Figure 30 Conditions for opening a shop on some key E-marketplaces in Vietnam 39 LIST OF FIGURESVietnam is a land of opportunity for foreign E-commerce companies because of its young population, high Internet penetration rate ranked 1 7th in the world and climbing smartphone penetration rates. Millennials, considered the target population of E-commerce rms, account for 30 of Vietnam’s population approximately 30 million people. The penetration of Internet is projected to increase steadily, with the percentage of Internet users set to reach 65 in 2022. Internet services made their rst appearance in Vietnam in 1997. Three years later, however, the Internet usage rate was still insignicant with a 0.2 local penetration. However, the situation changed drastically over the years. In 2017, approximately 50 million Vietnamese, or half of the population, were connected to the Internet. Despite its late start, Vietnam’s penetration rate 54 in 2017 is now higher than the world average 46.5. Following its accession to the WTO in 2007, Vietnam has allowed foreign investors to establish 100 foreign-owned companies. This has attracted many foreign investors, including E-commerce retailers. As E-commerce is expected to soon become an important part of Vietnam’s trade sector, currently, big names such as Lazada, Shopee Sea Limited and more recently, Amazon, market have seized the opportunity and entered Vietnam. In 2017, the Southeast Asian E-commerce market was growing at 35 per year, 2.5 times faster than in Japan. Vietnam ranks 4th for online shopping in the Asia Pacic region and is expected to continue booming in the coming years, with sales estimated to reach EUR8.1 billion in 2020. This report will discuss the opportunities and challenges of E-commerce in Vietnam in the next 5 years, with a focus on the B2B and B2C sectors. The report will also discuss the impact of the EU-Vietnam Free Trade Agreement EVFTA on this market. cutive Summary VIETNAM OVERVIEW Geo-demographics Vietnam’ s Economy Structure of consumption expendituresEVBN E-commerce industry in Vietnam 8 Hanoi Da Nang Ho Chi Minh City Can Tho Nha Trang I. Geo-demographics Vietnam comprises a landmass of 330,972.4 km2 , a vast sea area including a large continental shelf and a string of archipelagos stretching from the Gulf of Tonkin in the North to the Gulf of Thailand in the South. In 2017, Vietnam’s population was 95.54 million people and is projected to reach 98.4 million in 2020, an increase of 1 on average between 2015-2020. Major cities in Vietnam, namely Hanoi, Hai Phong, Danang, Nha Trang, Ho Chi Minh City, and Can Tho, are well-dispersed geographically. Hanoi, the capital of Vietnam, is the second largest city in Vietnam and is the country’s political and administrative centre. Hanoi is known for its rich culture characterised by South East Asian, Chinese and French influences. Ho Chi Minh City, commonly known as Saigon, is the country’s largest city and the commercial hub of Vietnam. By 2030, Ho Chi Minh City will continue to be the largest city in Vietnam by population with over 10 million inhabitants accounting for 23 of Vietnam’s total urban population. Image from www.vietnamtourism.gov.vn Image from www.wikipedia.orgFigure 1 Map of Vietnam with key cities
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