越南粤商会执行会长吴焕彬：谋划越南预制菜投资考察，四步破局东南亚农食市场｜聚焦“三博会”

Core Insights - The article discusses the potential of the Vietnamese market for Chinese pre-prepared food products, highlighting the cultural ties and historical context of Chinese cuisine in Southeast Asia [1] - Vietnam is identified as a "blue ocean" market for pre-prepared foods, with a young population and a growing middle class, making it an attractive target for Chinese companies [1][2] Market Characteristics - Vietnam has a population of 100 million, with 56% under the age of 35, and has experienced GDP growth exceeding 5% for eight consecutive years [1] - The middle class in Vietnam has surpassed 33 million people, indicating a significant consumer base for pre-prepared foods [1] Consumption Patterns - There is a notable disparity in food consumption levels across Vietnam, with urban areas like Ho Chi Minh City showing a 12% expenditure on pre-prepared foods, while rural areas still favor bulk pickled foods [2] - Traditional sales channels dominate the market, accounting for 67%, but modern channels are growing rapidly at an annual rate of 23% [2] Strategic Recommendations - Companies are advised to develop precise product and marketing strategies that cater to both traditional and modern channels, addressing the diverse needs of different consumer groups [2] - The "demand-cost-culture" triangle model is suggested for product positioning in Vietnam, with a focus on stable demand products like hot pot and festive items like Buddha Jumps Over the Wall [2] Sales Channel Development - A four-step strategy for market entry is proposed: 1. Utilize e-commerce platforms like Tiki.vn for quick market penetration [3] 2. Partner with convenience stores like GS25 for targeted marketing strategies [3] 3. Enhance the overseas supply chain by establishing local central kitchens and shared factories [3] 4. Leverage cultural events to promote Chinese cuisine [3] Regional Market Trends - The Southeast Asian restaurant market is valued at $132.9 billion, with an annual growth rate of 8% to 12%, indicating a robust opportunity for Chinese cuisine expansion [3] - Vietnam is positioned as a strategic hub for entering the Southeast Asian market, with plans for a business investment exploration team to address practical challenges [3]