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cover of episode E52: Is Vietnam's richest demographic being ignored by brands?

E52: Is Vietnam's richest demographic being ignored by brands?

2025/6/3
logo of podcast You Don't Know Vietnam

You Don't Know Vietnam
AI Deep Dive AI Chapters Transcript
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I
Ian Paynton
L
Lai Thiên Mank
Topics
Ian Paynton: 我认为讨论越南品牌的发展以及国际品牌如何做得更好非常重要。越南不同地区的消费者行为差异很大，品牌需要获得超本地化的洞察，以便更好地进行产品设计、品牌定位和营销信息传递。全球品牌在进入越南市场之前，了解越南消费者和市场定位至关重要。 Lai Thiên Mank: 在我职业生涯的早期，大多数国际品牌都是越南的领先品牌。为了保持领先地位，国际品牌在传统媒体上投入了大量资金，但本土品牌没有足够的预算与国际品牌竞争传统媒体的广告位。随着传播渠道的多样化和社交媒体的兴起，本土品牌开始有机会出现在顾客面前。在社交媒体上投放广告更具有针对性，本土品牌无需花费大量资金覆盖整个市场。越南的生产标准已经大大提高，越南制造的产品质量也得到了提升。越南人对本土品牌的需求正在增长，他们不再仅仅因为是进口品牌就喜欢它。如果考虑到一个人的社会地位，他们会选择国际品牌来展示自己的不同层次。国际品牌通过品牌宣传销售国际标准，让人们觉得使用知名国际品牌会更有优势。除了高端市场，国际品牌应该保留其原始营销信息，但对于其他市场，强烈建议定制营销信息以适应当地价值观。国际品牌应该适应当地文化，这是吸引观众注意力的最佳方式。在进入市场之前，品牌应该花时间和金钱向营销机构和市场调研机构学习。

Deep Dive

Chapters
This chapter explores the evolution of branding in Vietnam over the past decade, highlighting the shift from traditional media dominance to the rise of social media and the improved quality of Vietnamese products. It also discusses the changing perceptions of local versus global brands among Vietnamese consumers.
  • Shift from traditional media (TV, outdoor) to social media marketing.
  • Improved quality and design of Vietnamese products.
  • Growing preference for local brands, but international brands still dominate high-end segments.
  • Importance of hyper-local marketing strategies for global brands.

Shownotes Transcript

Vietnam’s Gen Z may get all the attention but there’s another demographic with deep pockets and untapped potential. In this episode, Ian Paynton speaks with Lai Tien Manh, Managing Director of market research and branding agency MiBrand to uncover what global brands often miss when entering Vietnam. From the rise of local brands and the north–south cultural divide to the boom in digital payments and livestream commerce, Manh explains what’s changing fast — and what brands need to do to keep up. He also reveals why Vietnam’s over-60s, shaped by decades of war and quiet investment, may be the richest and most overlooked consumer group in the country. Whether you're building a product, planning a campaign, or just trying to make sense of Vietnam's shifting market — this episode is packed with insight.

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If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content), the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn), and follow the podcast on Instagram), TikTok) and X). A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.