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中国扫地机的越南“生意经”
经济观察报·2025-10-01 04:30

Core Viewpoint - The competition landscape for Chinese cleaning appliance manufacturers has shifted from online traffic and technology iteration in the domestic market to channel coverage and service capabilities in overseas markets like Vietnam [1][14]. Group 1: Market Dynamics in Vietnam - In Vietnam, the sales strategy for cleaning appliances, particularly robotic vacuums, relies heavily on offline channels, with approximately 70% of sales coming from physical stores [6][10]. - The local market is characterized by a trust network built on specific locations and personal relationships, making face-to-face service crucial for consumer confidence [9][12]. - The penetration rate of robotic vacuums in Vietnam is currently below 10%, indicating significant growth potential as the market matures [16][18]. Group 2: Competitive Landscape - Chinese brands like Ecovacs, Roborock, and others have captured over 80% of the Southeast Asian robotic vacuum market, with Ecovacs holding a market share exceeding 40% in Vietnam [6][13]. - The competitive pressure from traditional brands like iRobot has diminished in the robotic vacuum segment, allowing Chinese companies to dominate [13][14]. Group 3: Sales and Distribution Strategy - Ecovacs employs a "single country single agent" model in Vietnam, partnering with a local distributor to manage marketing, sales, and after-sales service, which allows for a more localized approach [11][12]. - The company has established over 1,000 sales points in Vietnam, primarily through small family-run stores, enhancing community engagement and trust [10][12]. Group 4: Future Outlook - The cleaning appliance industry is expected to experience intense competition for the next three to five years, with opportunities for growth in overseas markets as domestic markets stabilize [16][17]. - The average income in Vietnam allows consumers to invest in cleaning appliances, with a willingness to spend on products that enhance their lifestyle [13][16].