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Research of Mini Stores in Vietnam

Mini stores such as Miniso and Mumuso are on the increase mainly at cities such as Ho Chi Minh and Hanoi. The survey was made to have the good understanding as to the user motivations, brand image and popular products.

Research of Mini Stores in Vietnam
Research of Mini Stores in Vietnam

Basically, mini stores are well known in Ho Chi Minh and Hanoi and "Daiso" and "Miniso" are recognized nearly 70% audience.

“Affordable”, “Good variety”, “New”, “Good quality” and “Good design” are the image of the stores.

“Household items”, “Cosmetic/Beauty”, “Fashion items”, “Digital/Electronic accessories and “Stationeries are popular products in the stores.

Half of the purchase are less than 200,000 VND and below.

“Internet”, “Facebook”, “Found stores when walking by the store” and “Friends/ Relatives” are main information source of the stores.

Most of the stores are federated with Japan or Korea image, due to their strong brand communications even if they are not Japanese or Korea brand.

Number of respondents: 609

From 20 - 39 year olds in Hanoi and Ho Chi Minh 

Conducted on Nov, 2018 

Q&Me Vietnam Market Research

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