Bo co ngnh VietinbankSc

Ngnh Sn xut Nc gii kht khng

cn Vit Nam
04-2014

Hang T. Nguyen

Khi qut v ngnh

nh ngha ngnh

Hot ng chnh

23

Mi trng cnh tranh

Cc ngnh tng t

23

Mc tp trung ngnh

Ngun tham kho

24

Yu t to thnh cng

25

C cu chi ph

26

Mc cnh tranh

28

Thng mi ton cu

Tng quan ngnh

22

a bn kinh doanh

Sc hp dn ngnh

Tm tt bo co

29

iu kin kinh doanh

Cc yu t tc ng chnh

29

Cng ngh v khoa hc

Tnh hnh kinh doanh

29

Php lut v chnh sch

D bo ngnh

29

H tr ngnh

10

Chu k sng ca ngnh

29

S bin ng ca doanh thu

30

Ri ro ngnh

32

Phn tch SWOT ngnh

11

Sn phm v th trng

11

Chui gi tr

18

Sn phm v dch v

33

S liu thng k ngnh

20

Yu t quyt nh nhu cu

33

Thng k ngnh

21

Th trng ch yu

34

Thng k doanh nghip trong

ngnh

36

Doanh nghip ln

36

Tn Hip Pht

37

PepsiCo Vit Nam

Cp nht ngnh

www.vietinbanksc.com.vn I T +84 4 3974 7952 I F +84 4 3094 7572 I research@vietinbanksc.com.vn

Khi qut v ngnh Nc Gii kht khng cn

c mi v ng chai, to cm gic
kht cho ngi s dng.

nh ngha ngnh

Ngnh cng nghip nc gii kht

khng cn Vit Nam l ngnh sn
xut cc loi nc khong v nc

Hot ng chnh

Sn phm ch yu ca ngnh
Nc khong ng chai
Nc tr xanh, c ph ung lin ng chai
Nc hoa qu p
Nc dinh dng, nc tng lc
Nc ngt c gas
Hot ng ch yu ca ngnh
Sn xut nc tri cy p
Sn xut cc loi nc tr xanh hng v thin nhin
Sn xut v chit lc cc loi nc ngt c gas
Nghin cu v sn xut cc loi nc cung cp dinh dng v
tng lc c th
Tinh lc v sn xut cc loi nc khong ng chai

Cc ngnh tng t

Ngun tham kho

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Ngnh sn xut nc gii kht c cn: bia, ru

Ngnh sn xut thc phm
Ngnh sn xut sa v cc sn phm lin quan n sa
Ngnh sn xut c ph

Mt s thng tin tham kho

www.bva.gov.vn
Hip hi Bia- Ru- Nc Gii kht Vit Nam

Tng quan ngnh

Mt s ch tiu chnh 2013

Th phn tiu th 2012

Tn Hip Pht
22.65%
PepsiCo
25.5%
Coca Cola Vit Nam
10.5%

Tng doanh thu

Tng trng 09-13

Tng trng 14-18

80.70 nghn t
VND

19.35%

14.20%

Sn lng bn ra

Xut khu NGK c ga

S lng doanh nghip

sn xut

2,083.06 triu lt

42.25 triu lt

135

150

Doanh thu v tng trng

3000

25

2500
20
100

50

2000

15

1500

10

1000
500

5
0

T trng NGK c ga v
khng ga

Doanh s NGK c gas (triu lt)

Doanh thu nc gii kht (nghn t VND)

Doanh s nc GK khng gas (triu lt)

Tng trng y-o-y (%)

Ngun: BMI

Ngun: BMI

C cu doanh thu theo dng sn phm

Yu t tc ng chnh
Kh hu nng m ti Vit
Nam

Nc khong ng
chai

2.00%

Nc GK c gas

C cu dn s tr

40.63%

36.41%

Nc hoa qu

S gia tng ca dch v

n nhanh
Nhn thc v sc khe
tng, i hng tiu
dng sn phm

Caf ng chai
19.31%

Tr xanh ng chai

0.03%

Nc tng lc

1.63%

Ngun: BMI

Cu trc ngnh

Chu k sng
Bin ng doanh thu

Thp

Mc tp trung vn

TB Thp

H tr ngnh
Mc tp trung ngnh

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Pht trin

Thp
TB Cao

Php lut v chnh sch

TB
cao

Bc nhy khoa hc k thut

Thp

Ro cn gia nhp

Thp

Thng mi ton cu
Mc cnh tranh

TB
thp
TB
Cao

Sc hp dn ngnh
Tm tt bo co | Cc yu t tc ng chnh |Tnh hnh kinh doanh | D bo ngnh| Chu k sng ca ngnh

Tm tt bo co

Trong khi khng hong ko theo s

i xung ca hu ht cc ngnh kinh
t, ngnh nc gii kht khng cn
Vit Nam vn ghi nhn tng trng
ngc dng vi tc trung bnh
19.35%/nm trong giai on 5 nm
09-13. iu kin kh hu nng m,
vn ha n ung a dng vi s
pht trin nhanh ca dch v n
ung ngoi hng y nhu cu v
nc gii kht tng nhanh chng
qua cc nm.
Vit Nam l quc gia c dn s tr,
vi tui trong nhm 15-40 tui
chim gn mt na, tui m
c nh gi l c nhu cu cao
nht v cc loi nc gii kht. Bn
cnh , tc gia tng dch v n
nhanh Vit nam ang t ngng
hn 10%, ko theo s pht trin ca
ngnh nc gii kht khng cn,
c bit l loi nc c ga. Tuy
nhin, khng th ph nhn rng,
nhn thc ca ngi tiu dng v
yu t dinh dng nm trong cc
loi nc gii kht tng ln, khin
cho t trng tiu th nc gii kht
c ga ang b suy gim. V cng vi
, l s tng ln ca tr xanh, ca
nc hoa qu p v cc loi nc

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b sung vitamin v cht dinh dng

khc.
Ba cng ty ang nm gi a s th
phn trn th trng nc gii kht
khng cn. Nu nh Pepsi v Cola
lm ch th trng nc c ga, th
Tn Hip Pht thnh cng vi dng
nc khng ga. Bn cnh , cc
cng ty nh khc vn tm c th
trng ring cho mnh ti khu vc
nng thn. Tuy nhin, th phn ca
cc cng ty ln ny ang co dn li
do s tham gia ca rt nhiu cc
cng ty mi vi cc loi sn phm
khc nhau, mang n s a dng v
cnh tranh cho th trng ny.
Ngnh nc gii kht khng cn
Vit Nam ang trong giai on tng
trng nng. S gia nhp ca nhiu
doanh nghip sn xut cng nh s
gia tng v s lng nhn hiu v
sn phm khin cho th trng
ny tr nn rt si ng. Nm nm
ti, tc tng trng doanh thu
ca nc gii kht c BMI d
bo l vn tng, tuy nhin s vi tc
gim dn, t 13.3% nm 2013,
ph hp vi quy lut pht trin
ngnh.

Sc hp dn ngnh
Tm tt bo co | Cc yu t tc ng chnh |Tnh hnh kinh doanh | D bo ngnh| Chu k sng ca
Cc yu t tc ng chnh

C cu dn s tr l i
tng chnh m ngnh
cng nghip nc gii
kht khng cn hng ti

C cu dn s tr
Vit Nam l mt t nc c c cu tui c Euromonitor nh gi
dn s tr. S ngi trong tui
l c nhu cu ln nht v nc gii
15-40 t gn 42% vo nm 2013, l kht khng cn ti Vit Nam.

Ngun: IMF

35

Nhit trung bnh trong

nm 2013

30
25
20

R rng l, gii tr c nhu cu ln

v nc gii kht do nc gii kht
ng chai tin li, nhanh gn trong
khi nhm ngi ln tui hn thin v
s dng cc loi tr v c ph nng
t pha ch. Hn th na, nhm

ngi tr cng c thin hng s

dng cc dch v n ung ngoi ca
hng, hay tham gia vo cc hot
ng vui chi gii tr, i nhy, i ht,
ni m c tiu th nc gii kht
rt nhiu.

Kh hu nng m ti Vit Nam

15
10
5
0

H Ni

Hu

TP H Ch Minh

Ngun: Moner

Vit Nam nm trong vng kh hu

nhit i. Nhit trung bnh ca
Vit Nam vi ma h ln ti trn 30
v ma ng dao ng xung
quanh 20 . c bit cc tnh pha
Nam, nhit lun trn 250C. Kh
hu nng m khin c th sinh
nhit. Nc gii kht ng chai v
th tr thnh mt phng thc
iu ha c th.

T chc Moner d bo, kh hu Vit

Nam s cng ngy cng nng ln,
vi mc tng trung bnh 1-20C
trong giai on 10 nm ti. V vy,
ngnh nc gii kht d bo s cn
tng trng doanh thu trong tng
lai.

S gia tng ca xu hng thc n nhanh ti Vit Nam

Dch v n nhanh t tc
tng trng 17% nm
2013.

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Tc tng trng ca ngnh nc

gii kht Vit Nam c h tr bi
xu hng dch v n nhanh ang gia
tng ti Vit Nam. Theo
Euromonitor, tc tng trng ca
fast food t 17% trong nm 2013,
cao hn so vi 15% t c nm
2012. Bn cnh , s pht trin
ca ngnh nc gii kht cng
c h tr bi dch v n ung
ngoi hng v cc qun ung v

cc trung tm gii tr. Dch v n

ung c B Cng Thng tnh
ton vo nm 2013 l khong
35,000 n v.
Trong vng 5 nm ti, dch v n
nhanh vn c Euromonitor
on tng vi tc trung bnh 7%,
to c hi tt cho sn lng nc
gii kht, c bit l nc ngt c
gas c tiu th vi s lng ln.

Sc hp dn ngnh
Tm tt bo co | Cc yu t tc ng chnh |Tnh hnh kinh doanh | D bo ngnh| Chu k sng ca ngnh

Nhn thc v chm sc sc khe tng khin s lng ln chuyn

sang tiu dng mt hng nc dinh dng v khng c ga
Nhn thc v thc phm dinh
dng chm sc sc khe ngy
cng tng ln. V vy, ngi tiu
dng Vit Nam thc r v mt
hng no nn c s dng.
Theo mt s nghin cu khoa hc,
tr xanh c cht chng lo ha, tng
cng chc nng tim mch, trong
khi nc ngt c ga gy ra nhng
bnh v ng tiu ha. V vy,

Vic Vit Nam tham gia k

Hip nh TPP nh hng
hai chiu n ngnh nc
gii kht khng cn.

Doanh nghip sn xut

NGK c ga s gp kh
khn khi thu TTB 10%
c p dng.

nh hng t hip nh TPP

Vic tham gia k Hip nh i tc
Kinh t chin lc xuyn Thi Bnh
Dng s to cho ngnh ung
khng cn Vit Nam c nhiu c
hi mi nh: Gia tng xut khu do
cc nc TPP xa b thu quan
theo cam kt, c p dng c ch
t chng nhn xut x, c hi thu
ht u t t pha cc doanh nghip
Hoa K v cc nc TPP khc vo
ngnh ung Vit Nam, DN Vit
Nam c c hi tham gia vo chui
gi tr ton cu.

Tuy nhin, TPP cng mang n

nhiu thch thc khi ngnh ung
phi n nhn s cnh tranh t cc
doanh nghip nc ngoi. Vic gim
thu nhp khu t 30% i vi nc
gii kht c gas xung 0% a
ngnh nc gii kht Vit Nam vo
cuc cnh tranh khc lit. Tm l a
thch s dng sn phm ngoi ca
mt b phn ngi tiu dng Vit
Nam s lm gim th phn ca cc
doanh nghip thun ni a.

D tho gia tng thu TTB vi mt hng nc gii kht khng cn

c ga.
B Ti Chnh ang son tho vn
bn v vic nh thu TTB 10%
vi mt hng nc ngt c ga. Theo
gii thch, mt hng ny b nh thu
TTB do y l dng sn phm
khng c li cho sc khe. Tuy
nhin, theo nghin cu ca cc vin
khoa hc v t chc uy tn trn th
gii, nc ngt c gas li thc s c
ch cho sc khe v tim mch. V
vy, d tho ny vn ang trong qu
trnh tho lun v xin kin.
Theo gim c Vin nghin cu
Quc gia London Vic nh thu
TTB trn mt hng nc c ga
c 14 quc gia tng cn nhc v
b quyt nh p thu. V d nh
Ailen, thu TTB c g b vo

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ngi tiu dng hin nay hng n

sn phm tr xanh hoc nc hoa
qu trong khi gi c trung bnh t
hn khong 20% so vi loi sn
phm c ga (theo tnh ton trung
bnh ca Tn Hip Pht trong giai
on 2001-2013). Trc tnh hnh
, hin nay, cc doanh nghip ln
v nh, mi v c, u tham gia
nghin cu v pht trin cc loi sn
phm khng ga.

nm 1992, kt qu l kch thch tiu

dng, tng ngn sch 3.4 triu bng.
Ai cp cng gim thu vi nc
ngt c ga t 29% xung 15% vo
nm 2005, Lo gim t 30% xung
5% nm 2011 v Hn Quc th g
b vo nm 2005.
Nu d tho ny c thng qua,
B ti chnh d kin gi ca mi lt
nc ngt s tng 2,000 ng. Gi
tng ny khng nh hng n
doanh nghip m gnh nng thu b
chuyn ht ln ngi tiu dng. c
tnh n nm 2016, thu c 1,500
t ng, nm 2018 thu c 1,900
t ng. Nu nh vy, gi c tng s
t nhiu lm nh hng n doanh
s bn hng ca cc doanh nghip.

Sc hp dn ngnh
Tm tt bo co | Cc yu t tc ng chnh |Tnh hnh kinh doanh | D bo ngnh| Chu k sng ca ngnh
Tc tng trng doanh thu n nh qua cc nm

Tnh hnh kinh doanh v

tng trng ngnh

Tc tng trng doanh

thu 19.35%/nm

S bng n dn s ca mt quc gia

dn s tr, cng vi s tng ln ca
thu nhp bnh qun u ngi (t
mc 1,900 la M/ngi/nm vo
nm 2013 theo tng cc thng k)
to n by cho s pht trin ca
ngnh nc gii kht Vit Nam. Tc
tng trng doanh thu trung bnh
giai on 2009-2013 t
19.35%/nm. S tng trng nng
ny ngc chiu so vi cc ngnh

Doanh thu v tng trng

3000
2500

25

kinh t khc trong giai on khng

hong kinh t 2008-2013 va qua.
T chc nghin cu BMI d bo
ngnh nc gii kht khng cn
Vit Nam ang dn vt qua giai
on tng trng nng. V vy,
trong vng 5 nm ti, ngnh tng
trng vi tc chm dn li, t
trung bnh 14.2%/nm tnh theo
doanh thu v 7% tnh theo doanh s.
Doanh thu v tng trng

150

20

2000

15

20
100

15

1500
10

1000

10

50
5

500

0
2010 2011 2012 2013 2014f 2015f 2016f 2017f

25

5
0

0
2010 2011 2012 2013 2014f 2015f 2016f 2017f

Doanh thu nc gii kht (triu lt)

Doanh thu nc gii kht (nghn t VND)

Tng trng y-o-y (%)

Tng trng y-o-y (%)

Ngun: BMI

Ngun: BMI

Th trng nc dinh dng tr nn si ng hn

Thc ung c li cho sc

khe ngy cng chim u
th

2017f

2016f

2015f

2014f

2012

2013e

2011

2010

2009

2008

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Tc tng trng
doanh thu

Nc tng lc
Tr xanh ng chai
Nc hoa qu

Ngun: Euromonitor

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Nhn thc ca ngi tiu dng v

thc ung b dng khin th
trng ngch ny tr nn si ng
hn. Thu nhp cao, hc vn cao,
tiu chun i sng cao khin cho
ngi tiu dng quan tm hn n
sc khe ca h. Cng lc , nhiu
nghin cu khoa hc cho rng
nhng thc ung c ga c nhiu
ng ha hc, sn sinh ra nhng
loi bnh v tim mch v tiu ha.
V vy, t nhng nm 2009 tr i,
thc ung c ga mt dn th phn.
Thay vo l s xut hin ca cc
sn phm nh tr xanh ng chai
thanh gii nhit, nc tri cy p v
nc b dng. Giai on 20092013, cc mt hng ny tng trng
trung bnh ln lt l 35%, 21%,v
8% mt nm.
Theo nghin cu ca Vinaresearch
nm 2013, 86% s lng ngi
chn nhng thc ung b dng
.

ny l v mc ch mun b sung
vitamin v mc ch p da thay v
nhng l do thng thng nh l tiu
dng do thi quen hay l c bn
rng ri trn th trng. Theo
Euromonitor, trung bnh, vo nm
2013, mt lon Pepsi hay Coca c gi
khong VND5,000 trong khi mt chai
nc tr xanh hoc nc p hoa
qu gi VND7,000. Tuy vy, v l do
v sc khe, ngi tiu dng Vit
Nam sn sng tr mt gi cao hn
s dng nc ung dinh dng
so vi nhng thc ung c ga khc.
S pht trin ca sn phm mi vi
li nhun cn bin cao khin
nhiu cng ty tham gia vo th
trng nh l tp on T&T vi nh
my sn xut nc collagen lm
p da vo cui nm 2013. S tham
gia ca nhng i th mi ny khin
th trng nc ung c s cnh
tranh cc k khc lit.

Sc hp dn ngnh
Tm tt bo co | Cc yu t tc ng chnh |Tnh hnh kinh doanh | D bo ngnh| Chu k sng ca ngnh

S tham gia ca cc tp
on nc ngoi cng
nh nhng thng v
M&A gn y cho thy
sc thu ht v tim nng
pht trin ca ngnh

Nhiu tp on ni a v nc ngoi ln tham gia vo th trng

theo nhiu hnh thc khc nhau.
Tc tng trng doanh thu v li
nhun ln khin nhiu doanh
nghip ln trn cc lnh vc khc
trong nc cng nh cc doanh
nghip nc ngoi mun xm nhp
vo th trng ung gii kht

khng cn Vit Nam. Doanh

nghip nc ngoi gia nhp vo th
trng Vit Nam theo nhiu cch:
thnh lp DN 100% vn nc ngoi
hoc qua cc thng v M&A.

100% vn nc ngoi.
V d in hnh l Coca Cola. Nm
2001, c s cho php ca chnh
ph VN, ba cng ty nc gii kht
Coca Cola ti ba min hp chung
li lm mt, v c s qun l chung
ca Coca-Cola Vit Nam, t tr s
ti Thnh ph H Ch Minh. Sau su
nm chnh thc kinh doanh ti Vit

Nam, Coca Cola lp lin doanh

vi nhiu doanh nghip Vit Nam
(nh Coca Cola ng Dng v
Cng ty Nng nghip v thc phm
Vinafimex, cng ty Coca Cola ng
Dng vi cng y nc gii kht
Nng) hp nht lm mt, tr
thnh cng ty 100% vn nc ngoi.

M&A
Gn y, nhiu thng v M&A
din ra, khin cho th trng tr nn
si ng. Uni President mua hn

Tribeco. Tp on Kirin Holding ca

Nht Bn cng mua trn 100% cng
ty thc phm Quc t Interfood.

M&A ca cc cng ty ni a
Tp on Massan thm nhp vo th
trng nc gii kht thng qua
vic mua chi phi 50.3% c phn
Vinacafe vo nm 2011. Tip tc
tin su, nm 2013, Massan mua
thm 63.5% c phn nc khong
Vnh Ho.

Nhng cuc sp nhp ny cho thy

th trng nc ung gii kht ang
thu ht c rt nhiu s quan tm.
Tuy nhin vic mc cnh tranh
tng ln s khin ngnh c li nhun
gim dn v a ngnh gn n
im bo ha nhanh hn.

Cc sn phm mi ra i

Cc sn phm mi lin
tc ra i, to ra nhng
phong cch mi trong
vic s dng nc gii
kht.

Khi c mt sn phm no mi ra
i, cc doanh nghip cng ngnh
s cng tham gia vo phn khc
v cho ra nhng sn phm tng
t. Nhng sn phm mi thng
hng n nhm khch hng ging
nhau, nn vic tham gia ca cc sn
phm tng t s khin khch hng
c li do cc doanh nghip khng
cnh tranh bng gi m bng cht
lng sn phm v dch v.
Tnh n ht 2013, theo
Vietinbanksc, c khong 15 nhn
hiu tr xanh ng chai nh Tr
xanh khng , C2, tr xanh 100 ,

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Dr Thanh, Lipton ice tea, pure green

tea. C ph ng chai cng ghi nhn
s pht trin tng t khi trn th
trng cng c gn chc cc loi c
ph ng chai cc loi. T khi Birdy,
mt thng hiu ca Ajinomoto Vit
Nam c tung ra th trng vo
gia nm 2009 nhm hng n
nhng lao ng tr thc trong vn
phng th Nestle cng tung ra sn
phm lon c ph ung lin. Mt
hng ny c tiu dng rng ri v
y l sn phm mi m, khc vi
vic pha c ph nng truyn thng
Vit Nam.

Sc hp dn ngnh
Tm tt bo co | Cc yu t tc ng chnh |Tnh hnh kinh doanh | D bo ngnh| Chu k sng ca ngnh
D bo ngnh

Tip tc tng trng vi

tc trung bnh 14.20%
trong giai on 14-17

So snh mc tiu th NGK

khng cn bnh qun u
ngi ti mt s quc gia

Ngnh nc gii kht khng cn

Vit Nam c d bo tip tc tng
trng trong giai on 5 nm ti.
Mc tiu dng nc gii kht khng
cn Vit Nam bnh qun u
ngi thp (23 lt/ngi/nm) trong
khi t l ny tnh trung bnh trn
ton th gii l 40 lt/ngi/nm
(tnh ti thi im 2013 theo BMI),
cng vi s bng n dn s v
phong cch cng nghip, s to tin

cho sc mua nc gii kht, dn

n tng trng ngnh.
BMI d bo lng tiu th nc
gii kht khng cn s tng ln 2.7
t lt vo nm 2017, tng ng vi
tc tng trng trung bnh l 7%.
Doanh thu bn nc gii kht tng
vi tc trung bnh l 14.2%, t
136 nghn t vo nm 2017.

T l nc gii kht khng cn c ga v khng c ga

250
200
150
100
50
0

Ngun: BMI

Theo d bo ca BMI, nc gii

kht c ga tip tc tng trng
chm li, khong 8.4% nm 20122013, gim xung cn khong
7.5%/nm vo nhng nm tip theo.
Tuy nhin, sau khi b p o vo
nhng nm 2012-2013, chim 49%
trong tng s, mt hng nc ngt
c ga li vn ln nhnh hn cc
loi nc khng c ga mt cht
trong c cu ngnh nc gii kht

khng cn vi 50.1%. Nguyn nhn

ca xu hng ny c th l do vic
nhn thc tiu cc ca mt b phn
ngi tiu dng v nc c ga v
d tho tng thu tiu th c bit
trn mt hng ny khng th p o
c thi quen tiu dng v xu
hng s dng cc loi nc ny
ti cc qun n nhanh v trung tm
gii tr ang gia tng ti Vit Nam.

Cc sn phm mi tip tc ra i
Hin nay, s ra i ca nhiu loi
sn phm nh tr xanh ng chai,
c ph ng chai khin th trng
nc gii kht phong ph v a
dng hn. Xu hng ny tip tc gia
tng khi cc doanh nghip mi ang
n lc tm ra nhng sn phm mi
l hn na. Mt trong nhng v d
l trng hp ca tp on T&T
vi nh my ch bin nc
Collagen. Nhng sn phm u tin
ra i vo u thng 12/2013.
Tp on t mc tiu xut khu
sn phm v doanh s s t hn
1,000 t ng nm 2015. y l mt
hng mi Vit Nam, nu nh nm

www.vietinbanksc.com.vn

2013, theo T&T gi nhp khu l t

4-8 USD (tng ng 80,000160,000 ng/lon) th nc ung do
T&T cung cp ch tm
12,000ng/lon.
V vy, nu cc doanh nghip tip
tc nghin cu v u t cho ra
nhng dng sn phm mi, th
ngnh nc gii kht Vit Nam vn
c xu hng tng trng mnh. Tuy
nhin, vi d bo ca BMI, mc
tng trng sn phm v doanh thu
ca ngnh s c xu hng chm li
hn so vi thi k 09-13.

Sc hp dn ngnh
Tm tt bo co | Cc yu t tc ng chnh |Tnh hnh kinh doanh | D bo ngnh| Chu k sng ca ngnh
Chu k sng ca ngnh

Ngnh dc phm ang

trong thi k pht trin

Ngnh nc gii kht Vit Nam vn

ang trong thi k pht trin nng,
iu m c th hin cc tiu ch
nh tng trng nhanh so vi trung
bnh cc ngnh kinh t trong nc,
v ngnh nc gii kht th gii, s
lng sn phm tng, nhiu sn
phm mi l, nhu cu u t vo
cng ngh v pht trin sn phm
ln.
Ngnh nc gii kht khng cn
Vit Nam tng trng cao, mc
19.35%/nm. Con s ny cao hn
mc tng trng GDP ca Vit Nam

25

Sosnhtc tngtrng
ngnhvnnkinht

80
70

l 7%/nm trong cng giai on 0913 v vi mc tng trng ngnh

trung bnh ca mt s quc gia nh
Nht Bn, Hng Kng, Sing-ga-po.
S tng trng nng ny c d
bo l s ngui li trong vng 4-5
nm ti, nhng vn mc cao l
14%. Theo Vietnam Report, nm
2013, nhm ngnh ung v thc
phm ni chung vn lun nm trong
danh sch 5 nhm ngnh sn xut
c t sut sinh li ln nht c nc
vi ROA khong 15% v ROE l
gn 43%.

Tc tng trng ngnh ca mt s quc gia 2009

2013

60

20

50
40

15

30
10

20
10

0
-10

-20
Tng trng ngnh NGK
Tng trng GDP
Ch s cng nghip

Ngun: BMI, Tng cc Thng k

Qua quy

Ngun: EuroMonitor

Trong nhng nm gn y, vic xut

hin thm rt nhiu sn phm mi
a dng chng minh thm s pht
trin ca ngnh nc gii kht Vit
Nam. Nu nh tai thi im 2006,
Tn Hip Pht thng ln vi tr
xanh khng ln u tin c mt
ti th trng, th mt vi nm sau
, th trng ny b chia nh bi
hng chc nhn hng tr ca cc
thng hiu ln khc nh Real Leaf
(Coca Cola). Vfresh (Vinamilk),
Lipton Pure Green (Pepsi), C2
(URC), Thin tr Vedan (Vedan). S
nhy vo ca nhng tp on ln
vn khng thuc ngnh sn xut
ung nh Vedan lm ni bt s
si ni ca th trng ny.
Sau khi sn phm tr xanh ra i,
nhiu loi nc ng chai sn nh
c ph en ng chai, c ph sa
ng chai cng ra i. Th trng
ngch ny cng li ko c nhiu

www.vietinbanksc.com.vn

Khng qua quy

tp on ln tham gia nh Vinamilk,

Nestle, Ajnomoto.
Sc hp dn ca th trng y
sc cnh tranh ln nh im khi
hng lot cc doanh nghip tham gia
th trng u t mi vo cng ngh
sn xut, m rng phm vi kinh
doanh nh trng hp ca Tn hip
Pht (m thm nh my Chu lai vi
vn u t ln n 1,820 t ng
vo thng 5/2012), tng tng cng
sut ln 2,000 t lt NGK/nm.
Vinasoy cng u t hn t nghn t
ng vo nh my sn xut sa u
nnh mi. Cui nm 2013, ng
Muhtar Kurt, Ch tch tp on Coca
Cola n Vit Nam v cng b
u t thm 300 triu trong 3
nm ti. Pepsi cng khng km
phn khi u t nh my mi
ng Nai vi 45 triu , Bc Ninh
vi 73 triu .

10

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh

Chui gi tr

U VO CHNH V NH CUNG CP
Nc khong
Theo Hip hi nc gii kht Vit
Nam, tnh n nm 2013, c nc
c ngun tr lng nc khong
ln vi 287 ngun. Trong , min
Ty Bc b 87 ngun, ng Bc B
c 14 ngun, ng Bng Bc B 17
ngun, Bc Trung B 22 ngun,

Nam Trung B 56 ngun, Ty

Nguyn 24 ngun, ng Nam B 13
ngun, B Sng Cu Long 56
ngun. Cc doanh nghip sn xut
nc khong c php khai thc
v sn xut theo dy chuyn khp
kn.

ng

Gi ng gim khin
cc doanh nghip tit
kim c chi ph. T
trng nguyn liu gim t
65% xung cn 56%.

ng l thnh phn ct yu i vi
cc loi nc gii kht c mi v
khng cn. Theo tnh ton ca
ngi i din Tribeco, tr nhng
loi nc gii kht t ng v
khng ng nh coca light, coca
zero hay cc loi nc khong c
gas khng ng khc, th ng
thng chim n 60-70% gi thnh
ca mt kt nc ngt.

th gii cng trong xu hng gim

tng t. Hn th na, vic ng
nhp lu qua bin gii t Trung
Quc ang trn lan, khin cho sc
p cung ln y gi ng xung
thp. Gi ng nm 2013 giao
ng t khong 14 n 17.5 nghn
ng/kg thp hn t 2.3-3.0 nghn
ng/kg so vi gi ng nm
2012.

Gi ng cung cp cho cng

nghip sn xut ang c xu hng
gim. Nguyn nhn l do gi ng

Nh cung cp ch yu cho PepsiCo,

Vinamilk, Cocacola l ng Bin
Ho, ng Bourbon Ty Ninh

L tr xanh bp ti

Gi bp ch ti ti Lm ng 20102012. Ngun: AgroMonitor

Tr xanh ng chai ang chim t

trng kh ln trong th trng nc
gii kht. c c nc tr xanh
ng chai ngon, th nguyn liu cng
cn c chn lc k lng. Nhiu
nh sn xut tr xanh ng chai,
bao gm c Tn Hip Pht v URC
Vit Nam, chn l ch t vng
t Thi Nguyn, vng t c gi
l ci ni ca ch Vit, vi din tch
trng gn 19,000 ha v sn lng
190,000 tn/nm vo 2013.

m c tng din tch ng khong

23,877 ha, sn lng t 192,806
tn bp ti vo 2013. Bn cnh ,
i din tp on Tn Hip Pht cho
bit, doanh nghip vn phi nhp
khu khong 1,500 tn ch ti
mt s nc trong khu vc, trong
c Trung Quc mi p ng nhu
cu sn xut ca doanh nghip.

Gi bp ch ti tng mnh t
nm 2010, t khong 4,000/ kg ln
n khong 6,500-7,000 ng/kg
Cc nh sn xut cng nhp nguyn nm 2011, v vn giao ng quanh
mc ny hai nm gn y.
liu bp ch ti t Lm ng, ni

Hng liu

Hng liu ch yu c
nhp khu t cng ty m
v t nc ngoi nh
Chu u.

www.vietinbanksc.com.vn

Theo tnh ton ca cng ty nc gii

kht, sn xut 1,000 lt nc ngt
cn n 1kg hng liu. Trung bnh,
nu nh chi ph sn xut ca mt

kt nc ngt l t 10,000-12,000
ng th chi ph v hng liu l t
2,000-3,000 ng, tc l chim
khong 20% chi ph sn xut.

11

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh
Theo Ph tng gim c cng ty
nc gii kht Tribeco, 95% cc
doanh nghip sn xut s dng
hng liu cng nghip, bao gm:
c ph, tr xanh, tr en, sen, li,
bng cc, cc loi hng hoa qu
nh cam, du, cola, mng cu,
chanh, Cc cng ty ln nh
Cocacola, Pepsi, Chng Dng,
Tribeco mi nm tiu th khong
1500 tn hng liu..
Tuy nhin, cc doanh nghip ni a
vn ang da vo hng liu cng
nghip nhp khu. Nu nh cng ty
Tribeco nhp khu hng liu t

c, Chng Dng nhp t cc

nc Chu u, th Coca Pepsi mua
t cng ty m. iu ny l do cng
nghip sn xut hng liu Vit
Nam cha pht trin v y l mt
ngnh c vn u t ln. Mun u
t c li th nhu cu th trng phi
hn 1000 tn/ngy trong khi nhu cu
ca Vit Nam mi ch ang dng li
10% con s mong mun. Hn
na, mt khi cc doanh nghip sn
xut NGK quen vi hng v nhp
khu, h s kh c kh nng quay
sang tiu th hng liu trong nc
v n s lm thay i hng v ca
nc gii kht.

Phng thc thanh ton vi nh cung cp

Bi v cc doanh nghip cung cp
u l doanh nghip ni a, ch c
phn nh l nhp t nc ngoi nn
phng thc thanh ton l n gin
bng chuyn khon ngn hng, in
TT, nhng phng thc thanh ton
nhanh, r v n gin.

i vi mt hng hng liu c

nhp khu, cc doanh nghip cng
thanh ton chuyn khon in TT, v
y l nhng nh cung cp lu nm
cho cc doanh nghip. Mi quan h
lu di khin cc doanh nghip
khng cn s dng cc phng
thc thanh ton phc tp v chi ph
cao nh L/C.

Ri ro trong khu u vo chnh

Trong khu t chc u vo ny,
ngnh nc gii kht i mt vi
Ri ro
Gi nguyn liu
u vo

Bin ng t gi

nhiu ri ro bao gm, ri ro v gi

nguyn liu u vo, ri ro v t gi.

Nhn bit ri ro
- Gi ng u vo chim n 60%- 70% gi thnh sn xut
NGK
- Gi ng thng xuyn bin ng: tng gi t bin vo nm
2011, nhng li gim vo nm 2013
- Sn lng ng cung cp cng. Nm 2013, nhp khu ng
thnh phm l $126,8 triu.
Ri ro cao v di hn nu gi ng tip tc tng, li nhun bin
gim nu khng tng c gi bn
Thua l ngn hn nu tn kho ng cn nhiu trong khi gi
trn th trng gim
- Gi hng liu kh kim sot hn khi phi nhp khu. Gi bin
ng nhiu khin doanh nghip gp ri ro. Hn na, y l mt
hng kh thay th khi ngi tiu dng quen hng v.
-

T gi bin ng nh hng n hot ng nhp khu nguyn

liu ca cc doanh nghip. Mi s tng gi tr ca cc ng
ngoi t so vi Vit nam ng u khin doanh nghip kh
khn.

www.vietinbanksc.com.vn

Mc
TRUNG BNH
CAO

THP

12

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh
Dng hng-tin vi nh cung cp

Vng quay phi tr ngi

bn kh thp, ko di
c vay ngn hn vi
ngi cung cp.

Trung bnh, nm 2013, ngnh nc

gii kht khng cn c vng quay
phi tr ngi bn l khong 8 ln,
tc l, c khong 46 ngy, doanh
nghip trong ngnh mi phi tr tin
cho ngi cung cp dch v. Bn

cnh , vng quay ny gim dn

t 12 ln nm 2009 xung cn 8 ln
nm 2013, cho thy, doanh nghip
c kh nng chim dng vn v
ko di thi gian tr tin.

SN XUT V LU KHO
Cc loi nc gii kht khc nhau yu cu nhng chu trnh sn xut khc
nhau.
Chu trnh sn xut tr xanh ng chai
Chu trnh sn xut mt chai nc tr
xanh ng chai khp kn mt khong
19 -20 pht.
Trong khi sn xut , doanh nghip
cn ch n cc thao tc v v
chai. Tr xanh khi ng v chai phi
nhit 100oC, d nhit cao
nhng v chai khng c mp
mo. V chai ch c s dng mt
ln, trnh nhng trng hp s
dng nhiu ln nh nhng doanh
nghip sn xut nc ngt nh l,
thiu tiu chun.

Ngun: VietinbankSc

www.vietinbanksc.com.vn

13

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh

Quy trnh sn xut nc ngt c gas

iu kin v sn xut nc gii kht

khng cn c quy nh ti Quyt nh
s 01/2005/Q-BYT v iu kin v
sinh an ton thc phm i vi c s
sn xut, ch bin nc gii kht. Mt
vi quy nh chnh nh sau:
- V tr kt cu thit k xy dng
tch bit vi khu c nguy c nhim
thc phm. Thit k b mt tng
phng, sng mi, sn nh khng thm
nc. H thng thot nc tt.
- H thng chiu sng c cng
khng di 540lux.
- H thng thot nc tt
- Tng v sinh c s t nht 6
thng 1 ln
- Cc loi np, nt chai nha v
chai nha di 10 lt khng c s
dng li.

Ngun: VietinbankSc

www.vietinbanksc.com.vn

14

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh
Quy trnh sn xut nc hoa qu p

Ngun: VietinbankSc

Thi gian lu kho

Vng quay hng tn kho cc
ngnh kinh t 2013
Ngnh
Du kh
Vt liu c bn
Cng nghip

Vng quay
hng tn kho
22.67
6.85
226.56

Ngnh sn xut nc gii kht c

thi gian lu kho trung bnh thp.
Trung bnh, nm 2013, thi gian lu
kho khong 35 ngy. y l con s
kh thp khi so snh vi ngnh sn
xut ru (145 ngy) v nc gii
kht c s dng i tr v tiu
th nhanh hn ru. Tuy nhin khi

so snh vi ngnh sn xut bia, tc

vng quay hng tn kho cao hn
nhiu so vi nc gii kht khng
cn (10.6 ngy). Tnh chung cho
ngnh thc phm v ung, vng
quay hng tn kho l 8.399 ln (41
ngy).

Hng tiu dng

10.14

NGK khng cn

10.48

U RA V BN HNG

Y t
Dch v tiu dng

11.64
19.93

Th trng u ra chnh

Vin thng
Cc dch v h
tng
Ti chnh
Cng ngh

29.30
43.71

sang cc nc lng ging ng

Nam , th sn phm ca Bidrico
c mt ti 15 quc gia. Tp on
Tn Hip Pht hng nm thu c
15% doanh thu t hot ng xut
khu t cc nc Trung ng, Chu
Tuy nhin, ngnh gii kht Vit Nam Phi, Hn Quc, Nga, c, i loan,
cng ang y mnh knh xut khu Campuchia, Singapore v M. Tp
on thc phm quc t , tuy nhin,
gii thiu mt hng trn th
thc hin cc giao dch y thc,
trng quc t. Nu nh hng sn
xut ca hai tp on a quc gia
nhp khu v ti xut khu sang cc
Coca Cola v Pepsi c xut khu quc gia khc.

315.23
8.48

Ngun: Vietinbanksc

Th trng u ra chnh ca ngnh

nc gii kht khng cn l th
trng ni a, chim khong 95%
doanh s ton ngnh, tnh theo s
liu nm 2013.

Knh bn hng chnh ca doanh nghip

Doanh nghip phn phi sn phm
n ngi tiu dng qua mt h
thng phn phi gm 2 lp l nh

www.vietinbanksc.com.vn

phn phi v n cc im bn trc

tip cho ngi tiu dng.

15

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh

Ngun: VietinbankSc

i vi cc im tiu th khng qua

quy, nc gii kht hu nh c
tiu th ti cc ca hng tp phm
nh l. iu ny l do thi quen mua
sm Vit Nam khi m i b phn
Gi v tc tng gi
nc gii kht khng
cn
VND

Doanh s khngquaquy theo h thng phn phi

u ra 2013

60,000

14%

50,000

12%
10%

40,000

8%

30,000

6%

20,000

dn s tm n cc im tp phm
nh l ti khu vc sinh sng hn l
vo siu th v mc ch tin li, gn
nh, cng nh l quan nim rng gi
siu th thng t hn.

4%
2%

0%
2010
2011
2012
2013
2014f
2015f
2016f
2017f

10,000

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

13

68.5

16

80.8
71.5

66

68.5

77.5

Khc
Ca hng tp ha

18.5

0
19.2

31
12.5

29.5

13.5

Siu th

Nc c Nc Nc Nc Nc C ph
ga
hoa qu khong tng lc tr xanh ng
chai

Gi bnh qun/lt
Tc tng gi bnh qun

Ngun: VietinbankSc

Ngun: Euromonitor

i vi tiu th qua quy, nh phn

phi trc tip phn phi cc sn
phm nc gii kht (ch yu l

nc c ga) n cc chui ca hng

dch v n nhanh, hay ti cc trung
tm chiu phim, trung tm gii tr.

Gi c u ra
Vng quay khon phi thu cc
ngnh kinh t 2013
Ngnh
Vng quay
khon phi thu
Du kh
5.72
Vt liu c bn
8.80
Cng nghip
6.87
Hng tiu dng 16.46
NGK khng
30.24
cn
Y t
5.82
Dch v tiu
14.64
dng
Vin thng
18.56
Cc dch v h
17.77
tng
Ti chnh
1.99
Cng ngh
3.35
Ngun: Vietinbanksc

www.vietinbanksc.com.vn

Gi c giao ng gia cc sn phm

khc nhau. Thng thng, cc loi
nc c ga l r nht, n cc loi
nc tr xanh ng chai v sau
l cc loi nc b dng, nc
hoa qu. iu ny cng d hiu bi
v u vo ca cc loi nc c ga
r hn nhiu so vi u vo l hoa
qua ti dng sn xut cc loi

nc p. Tuy nhin, tnh trung bnh

vo nm 2013, cc loi nc gii
kht c gi t 30,000ng/lt. Gi c
vn c xu hng tng ln khng
phi v yu t v c quyn hay l
chin lc tng gi, m do y n
thun l v s tng lm pht Vit
Nam.

Dng hng-tin
Trung bnh, nm 2013, ngnh nc
gii kht khng cn thu tin hng
bn ra trong khong 12 ngy. So
snh vi cc sn phm thay th, mt
hng bia li mt ln na c vng

quay phi thu ln (95.11 ln tng

ng 3.8 ngy), trong khi mt hng
ru c tc thu hi tin hng
chm hn (60 ngy).

16

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh

S tng tc gia doanh nghip v h thng u ra

S tng tc gia doanh nghip
sn xut nc gii kht khng cn
v h thng u ra l kh cht ch
nhng cng ty ln trong ngnh. iu
ngc li c nhn thy ti cc
doanh nghip sn xut nh l khc.
Vi Tn Hip Pht, vic t chc
thng xuyn hp mt vi cc nh
phn phi l mt thng l. y l
nhng dp doanh nghip cng b
nhng chnh sch mi trong qun l
bn hng, cc chng trnh u i,
hay l dp nh pn phi chia s
kh khn. Hn na, nm 2012, Tn
Hip Pht chi hng triu
nng cp h thng qun l knh
phn phi trn ERP nn web ca
Acumatica nng cao tnh hiu
qu trong vic trng by hng ha
v tng tc vi i ng nhn vin
bn hng cho hn 200 nh phn

phi v 1,600 nhn vin bn hng

trn khp c nc.
Vi PepsiCo v Coca Cola, vic kt
ni vi cc knh phn phi cht ch,
khi PepsiCo c quyn trong phn
phi nc ung ti KFC, Chicken
Express, Subway v Lotteria trong
khi ch Coca Cola c tiu th ti
MacDonal. Pepsi th lin kt vi
doanh nghip khc nh Kinh vo
nm 2013 tng 5,000 im bn
hng, trong khi Coca Cola th u t
thm tin m rng phn phi.
Ti cc cng ty nh hn nh Bidrico,
Tribeco, cc doanh nghip cng
thng xuyn t chc v tham gia
cc hi ngh lin kt cung cu c
th c hp tc vi cc siu th ln
v quy bn ln.

Ri ro u ra
Vi ngnh nc gii kht khng
cn, doanh nghip ang phi i
mt vi mt s ri ro nh ri ro
chnh sch vi vic tng thu tiu
th c bit, ri ro khi lng khi
Ri ro
Ri ro chnh
sch

ngnh sp tin ti im bo ha v
tha cung, ri ro v cht lng sn
phm khi y l mt hng thc
phm, rt d c nhng tai nn v an
ton thc phm.

Nhn bit ri ro
- Nguy c thu 10% trn mt hng nc c ga. Theo tnh ton
ca BVA, gi n ngi tiu dng tng 12-13%.
Lng cu c th gim xung 28%, li nhun tnh ton s
gim 800-1,000 t ng

nh gi ri ro
CAO

Ri ro khi
lng

Trn th trng ang c hn chc loi nc tr xanh c mi v

gn ging nhau
- Hai tp on ln c cc loi nc c ga gn tng t nhau,
lun tranh ginh th trng bng cch gim gi mt hng, hoc
khuyn mi s lng.
Khi cung vt cu, li nhun bin gim nu gi u vo khng
i

THP

Ri ro cht
lng sn
phm

THP

Khi nh thu TTB, B ti chnh gin tip khng nh nc

ngt c ga l khng tt cho sc khe.
- C nhiu c s sn xut tri php, lm hng gi, hng nhi
vi cc sn phm ln trn th trng
nh hng n doanh s v hnh nh doanh nghip.

www.vietinbanksc.com.vn

17

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh

Sn phm v dch v

Doanh thu t mt hng nc

khong ng chai vn chim vi t l
ln nht, v xu hng vn ang
tng dn ln theo t trng. Theo sau

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Nc tng lc

40.63%

36.41%

Nc hoa qu

2007
2008
2009
2010
2011
2012
2013e
2014f
2015f
2016f
2017f

Nc khong
ng chai

2.00%

Tr xanh ng
chai
Caf ng chai

Ngun: Euromonitor

l mt hng tr xanh ng chai. T

trng doanh thu t nc ngt c ga
ang b lp v v ng gp vi t l
nh dn.

19.31%

Nc GK c
gas
Nc khong
ng chai

0.03%
1.63%

Nc GK c
gas
Nc hoa
qu
Caf ng
chai
Tr xanh
ng chai
Nc tng
lc

Ngun: Euromonitor

Nc tr xanh ng chai
Tc tng trng tr xanh
ng chai: 35% giai on 0913.

Sn lng tiu th v tng

trng tr xanh ng chai
1400

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

1200
1000
800
600
400
200
2007
2008
2009
2010
2011
2012
2013e
2014f
2015f
2016f
2017f

Sn lng bn ra ( triu lt)

Tng trng y-o-y (%)

Ngun: Euromonitor

Mi xut hin t khong 7-8 nm tr

li y, nhng theo Neisen mt hng
tr xanh ng chai chng kin
mt tc tng trng chng mt
trn 35%/nm trong giai on 20092013. Hng v tr xanh rt quen
thuc vi ngi Vit Nam nay li c
thm mt hng pha sn ng chai
vi nhiu hng v khc nhau khin
vic s dng cng d dng hn.
Bn cnh , tr xanh nay c cc
nh khoa hc chng minh rng n
bao gm tnh cht chng oxy ha
gip c th lun sng khoi, gim
cng thng mt mi, ngn nga ung
th v gim cholesterol.
Theo ng Kamimura Yosuke, trng
phng Marketing Cng ty nc gii
kht Kirin, th trng nc tr xanh
si ng vo thi im nhng nm
2006-2007 l do vo cng lc , s
a dng v chng loi nc gii
kht ti Vit Nam vn cn rt ngho
nn. Tr xanh ng chai ra i

mang mt ln song mi cho th

trng. n thi im hin nay,
2014, th trng cho ra hng lot
cc loi sn phm mi (hn 10
thng hiu tr xanh), nn c v th
trng ngch ny dn t n
im bo ha.
V th phn ca cc doanh nghip,
theo thng k ca Neisen vo nm
2012, tnh trn th trng tr xanh
ni ring, tr xanh khng ca Tn
Hip Pht vn dn u th trng
vi 35.7%, C2 ca URC chim 22%,
Dortor Thanh chim 13%, A nuta
green tea ca Tn Quang Minh
chim khong 2%.
Theo d bo ca Euromonitor, th
trng tr xanh vn tip tc tng
trng trong vng 5 nm ti, nhng
vi tc gim dn t 14% nm
2014 xung cn 7% nm 2017, t
tc trung bnh l 10%/nm.

Nc gii kht c ga
B nhm tr xanh v cc sn phm
mi ni thay th, t trng nc ngt
c ga trong ngnh nc gii kht
khng cn ang b thu hp dn li.
Tc tng trng doanh thu tnh
theo lt ca nhm hng ny gim t

www.vietinbanksc.com.vn

8.75% nm 2010, xung cn 8.16%

nm 2013, v tip tc c d bo
gim xung cn 7% nm 2017 theo
BMI.

18

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh
Vic mt dn t trng ca nhm
nc gii kht c ga c gii thch
bng vic thi hiu ca ngi tiu
dng thay i. Thay v nhng loi
nc c ga, ngi tiu dng chuyn
sang ung cc loi nc tr ng
sn hay cc loi nc hoa qu tri
cy tt cho sc khe khc. Theo
thng k ca B Cng Thng nm
2013, trung bnh c 10 ngi i vo
siu th, th n 6 ngi la chn
mua nc hoa qu thay v nc gii
kht c ga.

V th phn cho ngnh hng nc

ngt c ga ni ring, hai cng ty
chim th phn ln nht vn l Cng
ty NGK Coca Cola Vit Nam v
Cng ty NGK Pepsico Vit Nam,
thuc hai tp on a quc gia ni
ting v cng nghip NGK. Nm
2013, theo Nilsen, hai mt hng
quen thuc l Coca-Cola v Pepsi
chim ln lt 28% v 24% th phn.
Bn cnh cn c Fanta, 7up,
Sprite, mi loi chim khong 12%
th phn.

Nc tng lc
S tng trng ca dng nc tng
lc ti Vit Nam cng chu s cnh
tranh khc lit ca cc tp on ln.
Nm 2001, Tn Hip Pht sau khi
tht bi dng sn phm bia Bn
Thnh cho ra sn phm mi l
nc tng lc Number 1. Loi nc
gii kht ny t thnh cng nhanh
chng v n p ng c th
hiu ca gii tr nng ng.
Chy ua vi Tn Hip Pht, hai
cng ty Coca Cola Vit nam v
Pepsico Vit Nam sn xut hai
dng sn phm tng t ly tn l
Samurai v Sting. c bit, Pepsico
cho ra i nhng sn phm Sting
mang hng v hoa qu nn nhanh

chng thu c thin cm ca gii

tr, vn ln dn u th trng v
dng sn phm ny. C th, tnh
theo th trng nhnh ny, Sting ca
Pepsico chim khong 40%, theo
st l Number 1 ca Tn Hip Pht
vi 30%, Samurai tt li pha sau vi
khong 10% th phn vo nm 2013.
Nc tng lc cc loi c tc
tng trng doanh thu thp hn so
vi cc ngch nc gii kht khc,
nhng c xu hng ngc chiu khi
giai on 09-13, th trng ny ch
tng vi tc trung bnh l 8%/nm
th n giai on 14-17, Euromonitor
d bo tng vi tc 11%/nm.

Nc tri cy p
Nc p tri cy b sung dng
cht cho c th. V vy, nc tri
cy p cng ang tng trng vi
tc cao (21%/nm trong giai on
09-13). Dng nc tri cy ny
dc d on tip tc tng trng
vi tc trung bnh t 17.5%/nm
trong vng 5 nm ti.

Th phn ca cc dng nc hoa

qu cha c xc nh r rang.
Nhng theo mt kho st ca
Vinaresearch, dng nc p Vfresh
ca Vinamilk c a chung nht,
sau n dng nc p tri cy
Number 1 ca Tn Hip Pht, dng
nc cam bi p Trio.

C ph ng chai
Mt dng nc giai kht mi ni l
c ph ung lin ng lon. Dng sn
phm ny c t trng nh trong
ngnh v hng v c ph rt kn
ngi ung. Nhng nh sn xut
trong phn khc ny hng ti
khch hng lm vic ti cc cng

www.vietinbanksc.com.vn

s. C ph khin h tnh to hn
lm vic tp trung hn. Hin trn th
trng c cc sn phm c ph
sa, c ph en ung lin ca
Ajinomoto, Vinamilk, Nestle, vn
vn.

19

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh

Yu t quyt nh nhu cu

Nc gii kht khng cn l ngnh

phi ni n tiu ch v nhn hiu,
hng thuc nhm thc phm. V vy, hng v, gi c v cht lng an
ni n yu t quyt nh nhu cu l ton v sinh thc phm.
Yu t quyt nh
Nhn hiu uy tn
Hng v sn phm
Nhiu ngi tin dng
Thnh phn ca sn phm

Nam
87.5%
81.0%
80.5%
70.9%

N
90.6%
85.2%
84.4%
76.1%

By bn rng ri
Gi c

65.0%
45.0%

67.0%
49.0%

Ngun: Vinasearch. Kho st kin v yu t quyt nh s dng NGK khng cn

theo gii tnh.

Nhn hiu uy tn ni ting

V thc phm, ngi tiu dng c
xu hng s dng sn phm ca
nhng hng ni ting v uy tn. iu
ny c th gii thch bng vic, trong
quan nim ca ngi tiu dng,

nhng nhn hng ni ting thng

c cht lng, m bo v sinh an
ton thc phm, m bo v gi c
hn nhng hng t tn tui.

Hng v sn phm
l dng hng thc phm, ngi
tiu dng phi quan tm n hng
v. iu ny c th chng minh bng
vic, khi tr xanh ng chai ra i,
doanh s tiu th nc ngt c ga

gim, do ngi Vit quen

thuc vi v tr xanh, hn th na,
li rt tin li khi ung v c chai
ng sn.

Thnh phn ca sn phm

Gio dc v sc khe ang c
nng cao, ng ngha vi vic ngi
tiu dng rt quan tm n thnh
phn dinh dng ca sn phm.
Nhng thnh phn nh cht bo,
ng, carbonate rt c ch v

y l nhng cht rt d nh hng

n sc khe ngi tiu dng.
Ngi tiu dng n thng quan
tm n vn ny hn ngi tiu
dng gii tnh nam.

Phn phi rng ri v gi c

Gi c l tiu ch c t quan tm
nht do y l mt hng, ng t l
nh trong tng chi ph tiu dng v
tng thu nhp ca ngi tiu dng.
V vy, d c mt s tng nh trong
gi ca sn phm, ngi tiu dng
cng khng c s dch chuyn nhiu
trong s la chn sn phm.
.

www.vietinbanksc.com.vn

Ngc li, mt s phn phi v

qung b rng ri l mt li th cnh
tranh rt ln, bi v ngi tiu dng
d dng bit n sn phm hn v
c kh nng mua sm sn phm tin
li hn.

20

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh

Th trng ch yu

Cng nghip nc gii

kht Vit Nam phc v
ch yu la tui t 15-35
tui

Ngnh nc gii kht khng cn

Vit nam phc v ch yu th trng
ni a, vi hn 90% doanh s c
tiu dng trong nc. Ni n th

trng tiu th ch yu, c th phn

ra th trng theo la tui s dng,
gii tnh s dng hoc a im s
dng.

Theo la tui
Theo iu tra ca VietinbankSc,
nc gii kht khng cn Vit Nam
phc v ch yu la tui 15-35. iu
ny l v y l nhm tui tham gia
nhiu nht vo cc hot ng n
n nhanh nh KFC, Lotteria, hay cc
nh hng khc. y cng l la tui
cha c s nhn thc nhiu v tm
nh hng ca ng v cc loi
nc c ga i vi sc khe. Hn
na, nhm tui ny tham gia vo
cc hot ng th dc th thao,
khin c th c nhu cu v nc

gii kht v cc nc tng lc rt l

cao.
Nhm tui ln hn c nhu cu s
dng sn phm ny t hn. Loi sn
phm h s dng cng thay i.
Thay v cc loi nc ngt c ga, h
c xu hng s dng nhiu hn cc
loi nc hoa qu v nc dinh
dng. c bit, ngi ln tui
thch cc sn phm nh tr b ao
hay nc yn ngn nh.

Theo gii tnh

Theo cuc iu tra ca
VietinbankSc, gii tnh nam v n c
xu hng s dng nc ngt nhiu
nh nhau. Tuy nhin, cc loi sn
phm h tiu dng c phn khc
nhau. Nu nh cc loi nc c ga
nh pepsi hay coca v tr xanh cc

loi c tiu dng c hai gii tnh

th gii tnh nam cn c s thch
ung cc loi nc nc tng lc,
trong khi gii tnh n c xu hng
tiu dng cc loi nc hoa qu, tri
cy, c ph ng sn v cc loi
nc dinh dng khc.

Theo knh bn hng

Doanh s theo knh bn
hng
3000
2500
2000
1500
1000
500
0

Doanh s khng qua quy (triu lt)

Doanh s qua quy (triu lt)

Ngi tiu dng s dng sn phm

ca cc doanh nghip nc gii
kht theo hai cch l tiu dng qua
quy v khng qua quy. Tiu dng
qua quy l khi khch hng s dng
trc tip ti ni h mua nh l ca
hng n, ca hng ung, cc khu
vui chi, gii tr. Tiu dng khng
qua quy la khi ngi mua mua ti
cc ca hng tp ha, siu th v
tiu dng ti mt a im khc.
i vi ngnh nc gii kht khng
cn ti Vit Nam, t l tiu th qua
quy v khng qua quy gn c

s thay i trong giai on gn y.

Nu nh nhng nm 2010, 2011, t
l ny cao hn doanh s khng
qua quy th n nm 2013, vic
doanh s qua quy ln t, v cn
c Euromonitor d bo l gp i
doanh s khng qua quy vo nm
2017. iu ny c th c gii
thch bng s tng nhanh ca dch
v n ung, dch v vui chi gii tr
ti cc trung tm. Bn cnh , vic
tng thu nhp cng nh phong cch
hng ngoi ca gii tr cng khin
nhu cu nc gii kht qua quy
tng nhanh hn.

Ngun: Euromonitor

www.vietinbanksc.com.vn

21

Sn phm v th trng
Chui gi tr | Sn phm v dch v | Yu t quyt nh nhu cu | Th trng ch yu | a bn kinh doanh
a bn kinh doanh

Theo thng k ca VietinbankSc,

tnh n 2013, c nc c khong
135 doanh nghip sn xut nc
gii kht khng cn cc loi. Cc

doanh nghip tp trung nhiu nht

ti cc tnh pha Nam, c bit l
thnh ph H Ch Minh v Bnh
Dng.
ng Bng Sng Hng
Cc doanh nghip sn xut
nc ngt khng cn ti vng
ng Bng Sng Hng ch
yu tp trung ti cc tnh v
thnh ph nh H Ni vi
khong 10 nh my sn xut,
theo sau l Bc Ninh, Hi
Phng, Ninh Bnh, v Nam
nh. Ti cc thnh ph nh
Thi Bnh, H Nam, Hng Yn
hin cha c nh my sn
xut no.
Nam Trung B
Min Nam Trung B cng thu
ht c kh nhiu doanh
nghip sn xut nc ngt
tham gia kinh doanh ti y.
Ring thnh ph Nng, s
lng DN sn xut ngang
bng vi vng ng Bng Bc
B.
ng Bng Sng Cu Long
Vng DBSCL tp trung mt s
cng ty nc gii kht a
phng ( c bit ti An
Giang) nh CSSX nc ngt
Quc Bo, Rng ng.

Ngun: VietinbankSc

ng Nam B
Gn mt na s doanh nghip sn
xut nc ngt khng cn trn c
nc tp trung ti vng ng Nam
B. c bit, cc cng ty doanh

www.vietinbanksc.com.vn

nghip ln, v tp on a quc gia

nh Pepsi, Coca cng ng tr s
v cc nh my ti y.

22

 c bn y ca Bo co ny, vui lng lin lc vi chng ti:

Phng Nghin cu Phn tch
T +84 4 3974 7952
F +84 4 3094 7572
E research@vietinbanksc.com.vn
Phng Mi gii chng khon
T +84 4 3974 6900
F +84 4 3974 7572
E moigioichungkhoan@vietinbanksc.com.vn
Phng Mi gii chng khon - CN H Ch Minh
T +84 8 3820 9987
F +84 8 3820 0921
E moigioiHCM@vietinbanksc.com.vn
W www.vietinbanksc.com.vn

www.vietinbanksc.com.vn

Cng ty C phn Chng khon Ngn hng Cng thng

('VietinbankSC) l mt cng ty chng khon c cp php vi y
cc chc nng nghip v, c s vn iu l l 800 t ng,
tng ng 40 triu la.
VietinbankSC c nim yt trn sn GDCK H Ni (HNX) vi m
giao dch "CTS"
Lin h
306 B Triu, Hai B Trng, H Ni
T +84 4 3974 7952
F +84 4 3094 7572
W www.vietinbanksc.com.vn

Lu s dng
Bo co ny c cung cp bi Cng ty C phn Chng
khon Ngn hng Cng thng (VietinbankSC), v
c s dng ch yu cho khch hang ca Cng ty, tun
theo nghim ngt cc iu khon s dng. VietinbankSC
khng c bt k cam kt c nhn no v tnh y v
chnh xc ca d liu hay thng tin c trong bo co ny.
Cng ty t chi trch nhim cng nh ph nhn tt c
trch nhim php l (ngoi tr nhng trch nhim khng
th ph nhn theo lut php) i vi bt k tn tht hay
thit hi no c gy ra hoc pht sinh vi bt c c
nhn no, bt ngun t vic s dng hoc tin tng vo

s liu v thng tin trong bo co. Bn quyn bo co

thuc s hu ca VietinbankSC. Bo co c cung cp
da trn c s ngi dung ng khng sao chp cc
ti liu, thng tin trong bo co s dng vi mc ch
ring. Trong trng hp ngi s dng s dng hot
trch dn ti liu thng tin trong bo co ny trong cc
giy t, bo co, hay kin chun b cho bt k ai
khc, ngi s dng phi ng trch dn ngun ti liu
l t VietinbankSC.
Copyright 2013 VietinbankSC

www.vietinbanksc.com.vn I T +84 4 3974 7952 I F +84 4 3094 1760 I research@vietinbanksc.com.vn