{"id":1068,"date":"2026-01-10T09:57:42","date_gmt":"2026-01-10T02:57:42","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=1068"},"modified":"2026-01-10T09:57:42","modified_gmt":"2026-01-10T02:57:42","slug":"kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da","status":"publish","type":"post","link":"https:\/\/metric.vn\/insights\/kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da\/","title":{"rendered":"Kem d\u01b0\u1ee1ng \u1ea9m b\u00e1n ch\u1ea1y tr\u00ean TM\u0110T Q4\/2025: Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang ch\u1ecdn g\u00ec cho l\u00e0n da?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Th\u1ecb tr\u01b0\u1eddng Ch\u0103m s\u00f3c da cu\u1ed1i n\u0103m 2025 ch\u1ee9ng ki\u1ebfn s\u1ef1 t\u0103ng tr\u01b0\u1edfng c\u1ee7a nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u Kem d\u01b0\u1ee1ng \u1ea9m. V\u1edbi th\u1eddi ti\u1ebft hanh kh\u00f4 v\u00e0 nhu c\u1ea7u l\u00e0m \u0111\u1eb9p \u0111\u00f3n T\u1ebft t\u0103ng cao, c\u00e1c d\u00f2ng Kem d\u01b0\u1ee1ng \u1ea9m b\u00e1n ch\u1ea1y kh\u00f4ng ch\u1ec9 ghi nh\u1eadn con s\u1ed1 doanh thu t\u00edch c\u1ef1c m\u00e0 c\u00f2n cho th\u1ea5y s\u1ef1 thay \u0111\u1ed5i r\u00f5 r\u1ec7t trong c\u00e1ch l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor: pointer\">N\u1ed9i dung ch&iacute;nh<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/metric.vn\/insights\/kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da\/#1_tong_quan_thi_truong_kem_duong_am_tren_san_tmdt\" title=\"1. T\u1ed5ng quan th\u1ecb tr\u01b0\u1eddng Kem d\u01b0\u1ee1ng \u1ea9m tr\u00ean s\u00e0n TM\u0110T\">1. T\u1ed5ng quan th\u1ecb tr\u01b0\u1eddng Kem d\u01b0\u1ee1ng \u1ea9m tr\u00ean s\u00e0n TM\u0110T<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/metric.vn\/insights\/kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da\/#2_xu_huong_dich_chuyen_tu_%e2%80%9cduong_am_co_ban%e2%80%9d_sang_%e2%80%9cduong_am_theo_cong_dung%e2%80%9d\" title=\"2. Xu h\u01b0\u1edbng d\u1ecbch chuy\u1ec3n t\u1eeb \u201cd\u01b0\u1ee1ng \u1ea9m c\u01a1 b\u1ea3n\u201d sang \u201cd\u01b0\u1ee1ng \u1ea9m theo c\u00f4ng d\u1ee5ng\u201d\u00a0\">2. Xu h\u01b0\u1edbng d\u1ecbch chuy\u1ec3n t\u1eeb \u201cd\u01b0\u1ee1ng \u1ea9m c\u01a1 b\u1ea3n\u201d sang \u201cd\u01b0\u1ee1ng \u1ea9m theo c\u00f4ng d\u1ee5ng\u201d\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/metric.vn\/insights\/kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da\/#3_phan_khuc_san_pham_kem_duong_am_ban_chay\" title=\"3. Ph\u00e2n kh\u00fac s\u1ea3n ph\u1ea9m kem d\u01b0\u1ee1ng \u1ea9m b\u00e1n ch\u1ea1y\">3. Ph\u00e2n kh\u00fac s\u1ea3n ph\u1ea9m kem d\u01b0\u1ee1ng \u1ea9m b\u00e1n ch\u1ea1y<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/metric.vn\/insights\/kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da\/#31_phan_khuc_theo_cong_dung_cap_am_%e2%80%93_phuc_hoi_%e2%80%93_kiem_soat_dau\" title=\"3.1. Ph\u00e2n kh\u00fac theo c\u00f4ng d\u1ee5ng: c\u1ea5p \u1ea9m &#8211; ph\u1ee5c h\u1ed3i &#8211; ki\u1ec3m so\u00e1t d\u1ea7u\">3.1. Ph\u00e2n kh\u00fac theo c\u00f4ng d\u1ee5ng: c\u1ea5p \u1ea9m &#8211; ph\u1ee5c h\u1ed3i &#8211; ki\u1ec3m so\u00e1t d\u1ea7u<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/metric.vn\/insights\/kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da\/#32_phan_khuc_theo_muc_gia\" title=\"3.2. Ph\u00e2n kh\u00fac theo m\u1ee9c gi\u00e1\">3.2. Ph\u00e2n kh\u00fac theo m\u1ee9c gi\u00e1<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/metric.vn\/insights\/kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da\/#4_chien_luoc_tang_truong_tren_tmdt_cho_thuong_hieu_kem_duong_am\" title=\"4. Chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng tr\u00ean TM\u0110T cho th\u01b0\u01a1ng hi\u1ec7u Kem d\u01b0\u1ee1ng \u1ea9m\">4. Chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng tr\u00ean TM\u0110T cho th\u01b0\u01a1ng hi\u1ec7u Kem d\u01b0\u1ee1ng \u1ea9m<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/metric.vn\/insights\/kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da\/#41_lua_chon_nen_tang_tmdt_va_kenh_ban_phu_hop\" title=\"4.1. L\u1ef1a ch\u1ecdn n\u1ec1n t\u1ea3ng TM\u0110T v\u00e0 k\u00eanh b\u00e1n ph\u00f9 h\u1ee3p\u00a0\">4.1. L\u1ef1a ch\u1ecdn n\u1ec1n t\u1ea3ng TM\u0110T v\u00e0 k\u00eanh b\u00e1n ph\u00f9 h\u1ee3p\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/metric.vn\/insights\/kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da\/#42_chien_luoc_khuyen_mai_va_hinh_thuc_ban_hang_tiem_nang\" title=\"4.2. Chi\u1ebfn l\u01b0\u1ee3c khuy\u1ebfn m\u00e3i v\u00e0 h\u00ecnh th\u1ee9c b\u00e1n h\u00e0ng ti\u1ec1m n\u0103ng\">4.2. Chi\u1ebfn l\u01b0\u1ee3c khuy\u1ebfn m\u00e3i v\u00e0 h\u00ecnh th\u1ee9c b\u00e1n h\u00e0ng ti\u1ec1m n\u0103ng<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/metric.vn\/insights\/kem-duong-am-ban-chay-tren-tmdt-q4-2025-nguoi-tieu-dung-dang-chon-gi-cho-lan-da\/#5_ket_luan\" title=\"5. K\u1ebft lu\u1eadn\u00a0\">5. K\u1ebft lu\u1eadn\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_tong_quan_thi_truong_kem_duong_am_tren_san_tmdt\"><\/span><b>1. T\u1ed5ng quan th\u1ecb tr\u01b0\u1eddng Kem d\u01b0\u1ee1ng \u1ea9m tr\u00ean s\u00e0n TM\u0110T<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Trong th\u1ecb tr\u01b0\u1eddng Ch\u0103m s\u00f3c da m\u1eb7t tr\u00ean c\u00e1c s\u00e0n TM\u0110T, Kem d\u01b0\u1ee1ng \u1ea9m lu\u00f4n gi\u1eef vai tr\u00f2 l\u00e0 m\u1ed9t trong nh\u1eefng danh m\u1ee5c c\u1ed1t l\u00f5i, \u0111\u00f3ng g\u00f3p l\u1edbn v\u00e0o doanh s\u1ed1 v\u00e0 duy tr\u00ec s\u1ef1 t\u0103ng tr\u01b0\u1edfng \u1ed5n \u0111\u1ecbnh cho to\u00e0n ng\u00e0nh. Theo d\u1eef li\u1ec7u t\u1eeb Metric Analytics, trong giai \u0111o\u1ea1n Qu\u00fd 4\/2025, nh\u00f3m h\u00e0ng Kem d\u01b0\u1ee1ng \u1ea9m ghi nh\u1eadn t\u1ed5ng doanh s\u1ed1 tr\u00ean 4 s\u00e0n TM\u0110T Shopee, TikTok Shop, Lazada v\u00e0 Tiki \u0111\u1ea1t 1.577 t\u1ef7 \u0111\u1ed3ng, t\u0103ng tr\u01b0\u1edfng 39% so v\u1edbi c\u00f9ng k\u1ef3, v\u1edbi s\u1ea3n l\u01b0\u1ee3ng ti\u00eau th\u1ee5 h\u01a1n 6,9 tri\u1ec7u \u0111\u01a1n v\u1ecb s\u1ea3n ph\u1ea9m.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shopee l\u00e0 s\u00e0n TM\u0110T gi\u1eef v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u v\u1ec1 doanh s\u1ed1 Kem d\u01b0\u1ee1ng \u1ea9m, \u0111\u1ea1t 819,6 t\u1ef7 \u0111\u1ed3ng, t\u0103ng 28% so v\u1edbi c\u00f9ng k\u1ef3. Trong khi \u0111\u00f3, TikTok Shop v\u01b0\u01a1n l\u00ean v\u1ecb tr\u00ed th\u1ee9 hai v\u1edbi doanh s\u1ed1 723,5 t\u1ef7 \u0111\u1ed3ng, ghi nh\u1eadn m\u1ee9c t\u0103ng tr\u01b0\u1edfng l\u00ean t\u1edbi 65% so v\u1edbi c\u00f9ng k\u1ef3.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u00e1ng ch\u00fa \u00fd, s\u1ed1 l\u01b0\u1ee3ng shop gi\u1ea3m t\u1edbi 25%, nh\u01b0ng th\u1ecb tr\u01b0\u1eddng v\u1eabn duy tr\u00ec \u0111\u00e0 t\u0103ng tr\u01b0\u1edfng, \u0111i\u1ec1u n\u00e0y cho th\u1ea5y t\u0103ng tr\u01b0\u1edfng kh\u00f4ng \u0111\u1ebfn t\u1eeb vi\u1ec7c t\u0103ng s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi b\u00e1n, m\u00e0 ch\u1ee7 y\u1ebfu \u0111\u1ebfn t\u1eeb hi\u1ec7u qu\u1ea3 kinh doanh cao h\u01a1n tr\u00ean m\u1ed7i shop c\u00f2n tr\u1ee5 l\u1ea1i th\u1ecb tr\u01b0\u1eddng. Th\u1ecb tr\u01b0\u1eddng \u0111ang d\u1ecbch chuy\u1ec3n t\u1eeb giai \u0111o\u1ea1n m\u1edf r\u1ed9ng s\u1ed1 l\u01b0\u1ee3ng sang giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng d\u1ef1a tr\u00ean hi\u1ec7u qu\u1ea3, ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 gi\u00e1 tr\u1ecb b\u1ec1n v\u1eefng.<\/span><\/p>\n<div id=\"attachment_1071\" style=\"width: 2570px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1071\" class=\"wp-image-1071 size-full\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=740%2C493&#038;ssl=1\" alt=\"Kem d\u01b0\u1ee1ng \u1ea9m b\u00e1n ch\u1ea1y tr\u00ean TM\u0110T Q4\/2025\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?w=2560&amp;ssl=1 2560w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?w=2220&amp;ssl=1 2220w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><p id=\"caption-attachment-1071\" class=\"wp-caption-text\"><em>Th\u1ecb ph\u1ea7n doanh s\u1ed1 Kem d\u01b0\u1ee1ng \u1ea9m tr\u00ean TM\u0110T, Qu\u00fd 4\/2025 so v\u1edbi Qu\u00fd 4\/2024<\/em><\/p><\/div>\n<h2><span class=\"ez-toc-section\" id=\"2_xu_huong_dich_chuyen_tu_%e2%80%9cduong_am_co_ban%e2%80%9d_sang_%e2%80%9cduong_am_theo_cong_dung%e2%80%9d\"><\/span><b>2. Xu h\u01b0\u1edbng d\u1ecbch chuy\u1ec3n t\u1eeb \u201cd\u01b0\u1ee1ng \u1ea9m c\u01a1 b\u1ea3n\u201d sang \u201cd\u01b0\u1ee1ng \u1ea9m theo c\u00f4ng d\u1ee5ng\u201d\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Theo b\u00e1o c\u00e1o NielsenIQ Vietnam FMCG Outlook 2025, ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam kh\u00f4ng c\u00f2n mua v\u00ec c\u1ea3m t\u00ednh hay xu h\u01b0\u1edbng, m\u00e0 ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean hi\u1ec3u bi\u1ebft, tr\u1ea3i nghi\u1ec7m, ni\u1ec1m tin v\u00e0 v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3. \u0110\u00e2y ch\u00ednh l\u00e0 \u0111\u1eb7c \u0111i\u1ec3m h\u00e0nh vi \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn xu h\u01b0\u1edbng s\u1eed d\u1ee5ng Kem d\u01b0\u1ee1ng \u1ea9m trong giai \u0111o\u1ea1n n\u00e0y.<\/span> <span style=\"font-weight: 400;\">C\u00e1c s\u1ea3n ph\u1ea9m ch\u1ee9a ho\u1ea1t ch\u1ea5t nh\u01b0 Ceramides, Panthenol (B5), Peptides v\u00e0 Hyaluronic Acid \u0111a t\u1ea7ng \u0111ang l\u00e0 nh\u1eefng th\u00e0nh ph\u1ea7n \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng s\u1eed d\u1ee5ng trong c\u00e1c s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c da m\u1eb7t (theo B\u00e1o c\u00e1o Skin Care Ingredient Market Trends c\u1ee7a Lucintel, th\u00e1ng 7\/2025).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ed3ng th\u1eddi, b\u00e1o c\u00e1o c\u1ee7a Lucintel c\u0169ng ch\u1ec9 ra ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang d\u1ea7n quan t\u00e2m nhi\u1ec1u h\u01a1n t\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 kh\u1ea3 n\u0103ng x\u1eed l\u00fd c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3 nh\u01b0 k\u00edch \u1ee9ng, \u0111\u1ecf da, suy y\u1ebfu h\u00e0ng r\u00e0o b\u1ea3o v\u1ec7 ho\u1eb7c l\u00e3o h\u00f3a s\u1edbm, thay v\u00ec ch\u1ec9 d\u1eebng l\u1ea1i \u1edf ch\u1ee9c n\u0103ng c\u1ea5p n\u01b0\u1edbc v\u00e0 kho\u00e1 \u1ea9m c\u01a1 b\u1ea3n. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y vai tr\u00f2 c\u1ee7a kem d\u01b0\u1ee1ng \u0111\u00e3 \u0111\u01b0\u1ee3c n\u00e2ng c\u1ea5p, tr\u1edf th\u00e0nh m\u1ed9t b\u01b0\u1edbc quan tr\u1ecdng trong c\u00e1c chu tr\u00ecnh ch\u0103m s\u00f3c da mang t\u00ednh khoa h\u1ecdc v\u00e0 d\u00e0i h\u1ea1n.<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">&gt;&gt;&gt; Xem th\u00eam: <\/span><\/i><a href=\"https:\/\/metric.vn\/resource\/blog\/skincare-cho-nam-2025\"><i><span style=\"font-weight: 400;\">Skincare cho nam: Th\u1ecb tr\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng 259 t\u1ef7 | Xu h\u01b0\u1edbng &amp; C\u01a1 h\u1ed9i<\/span><\/i><\/a><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"3_phan_khuc_san_pham_kem_duong_am_ban_chay\"><\/span><b>3. Ph\u00e2n kh\u00fac s\u1ea3n ph\u1ea9m kem d\u01b0\u1ee1ng \u1ea9m b\u00e1n ch\u1ea1y<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Thay v\u00ec l\u1ef1a ch\u1ecdn theo th\u00f3i quen, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean nhu c\u1ea7u ch\u0103m s\u00f3c da c\u1ee5 th\u1ec3 v\u00e0 kh\u1ea3 n\u0103ng chi tr\u1ea3 ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng giai \u0111o\u1ea1n s\u1eed d\u1ee5ng. Do v\u1eady, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u d\u1eabn \u0111\u1ea7u doanh s\u1ed1 \u0111\u1ec1u t\u1eadp trung ph\u00e1t tri\u1ec3n danh m\u1ee5c s\u1ea3n ph\u1ea9m v\u1edbi \u0111\u1ecbnh v\u1ecb r\u00f5 r\u00e0ng theo v\u1ea5n \u0111\u1ec1 da v\u00e0 chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng t\u1ec7p kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Theo d\u1eef li\u1ec7u Metric Analytics Q4\/2025<\/span><span style=\"font-weight: 400;\">, La Roche-Posay l\u00e0 m\u1ed9t v\u00ed d\u1ee5 ti\u00eau bi\u1ec3u cho th\u01b0\u01a1ng hi\u1ec7u \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y tr\u00ean s\u00e0n Shopee:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">T\u1eadp trung ph\u00e1t tri\u1ec3n c\u00e1c d\u00f2ng kem d\u01b0\u1ee1ng ph\u1ee5c h\u1ed3i v\u00e0 h\u1ed7 tr\u1ee3 gi\u1ea3m m\u1ee5n, ph\u1ee5c v\u1ee5 nh\u00f3m da nh\u1ea1y c\u1ea3m, da g\u1eb7p v\u1ea5n \u0111\u1ec1.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ph\u00e2n kh\u00fac gi\u00e1 b\u00e1n ch\u1ea1y nh\u1ea5t l\u00e0 1.000.000 &#8211; 2.000.000 \u0111\u1ed3ng, ph\u1ea3n \u00e1nh chi\u1ebfn l\u01b0\u1ee3c t\u1eadp trung v\u00e0o t\u1ec7p kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi tr\u1ea3 cao cho c\u00e1c s\u1ea3n ph\u1ea9m chuy\u00ean s\u00e2u v\u00e0 hi\u1ec7u qu\u1ea3 r\u00f5 r\u1ec7t.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">T\u1eeb chi\u1ebfn l\u01b0\u1ee3c danh m\u1ee5c v\u00e0 \u0111\u1ecbnh gi\u00e1 c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u d\u1eabn \u0111\u1ea7u, c\u00f3 th\u1ec3 th\u1ea5y th\u1ecb tr\u01b0\u1eddng Kem d\u01b0\u1ee1ng \u1ea9m tr\u00ean TM\u0110T \u0111ang \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u00ecnh b\u1edfi hai y\u1ebfu t\u1ed1 ch\u00ednh: c\u00f4ng d\u1ee5ng s\u1ea3n ph\u1ea9m v\u00e0 m\u1ee9c gi\u00e1.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"31_phan_khuc_theo_cong_dung_cap_am_%e2%80%93_phuc_hoi_%e2%80%93_kiem_soat_dau\"><\/span><b>3.1. Ph\u00e2n kh\u00fac theo c\u00f4ng d\u1ee5ng: c\u1ea5p \u1ea9m &#8211; ph\u1ee5c h\u1ed3i &#8211; ki\u1ec3m so\u00e1t d\u1ea7u<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">B\u00e1o c\u00e1o th\u1ecb tr\u01b0\u1eddng Moisturizing Skincare Products Market (Future Market Insights, th\u00e1ng 10\/2025) ch\u1ec9 ra r\u1eb1ng t\u0103ng tr\u01b0\u1edfng doanh thu c\u1ee7a danh m\u1ee5c Kem d\u01b0\u1ee1ng \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi nhu c\u1ea7u ng\u00e0y c\u00e0ng cao b\u1edfi ba nh\u00f3m c\u00f4ng d\u1ee5ng ch\u00ednh:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ph\u1ee5c h\u1ed3i da: <\/b><span style=\"font-weight: 400;\">T\u1eadp trung v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ee9a B5, Cica, Ceramide gi\u00fap \u0111\u00e1p \u1ee9ng nhu c\u1ea7u ph\u1ee5c h\u1ed3i da sau c\u00e1c li\u1ec7u tr\u00ecnh, da nh\u1ea1y c\u1ea3m ho\u1eb7c b\u1ecb t\u1ed5n th\u01b0\u01a1ng h\u00e0ng r\u00e0o b\u1ea3o v\u1ec7.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>C\u1ea5p \u1ea9m chuy\u00ean s\u00e2u: <\/b><span style=\"font-weight: 400;\">Nh\u00f3m s\u1ea3n ph\u1ea9m ch\u1ee9a Hyaluronic Acid (HA), glycerin ho\u1eb7c k\u1ebft c\u1ea5u gel\/cream gi\u00e0u \u1ea9m, ph\u1ee5c v\u1ee5 nhu c\u1ea7u d\u01b0\u1ee1ng \u1ea9m cho da kh\u00f4, da thi\u1ebfu n\u01b0\u1edbc, \u0111\u1eb7c bi\u1ec7t trong m\u00f9a \u0110\u00f4ng, kh\u00f4ng kh\u00ed hanh kh\u00f4 v\u00e0 th\u1eddi \u0111i\u1ec3m giao m\u00f9a.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ki\u1ec3m so\u00e1t d\u1ea7u &#8211; m\u1ee5n: <\/b><span style=\"font-weight: 400;\">C\u00e1c d\u00f2ng kem d\u01b0\u1ee1ng c\u00f3 k\u1ebft c\u1ea5u m\u1ecfng nh\u1eb9, th\u1ea5m nhanh, kh\u00f4ng g\u00e2y b\u00edt t\u1eafc l\u1ed7 ch\u00e2n l\u00f4ng ti\u1ebfp t\u1ee5c duy tr\u00ec s\u1ee9c mua \u1ed5n \u0111\u1ecbnh, ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1eb7c \u0111i\u1ec3m l\u00e0n da nhi\u1ec1u d\u1ea7u v\u00e0 kh\u00ed h\u1eadu n\u00f3ng \u1ea9m.<\/span><\/li>\n<\/ul>\n<div id=\"attachment_1073\" style=\"width: 2570px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1073\" class=\"wp-image-1073 size-full\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-3-scaled.png?resize=740%2C493&#038;ssl=1\" alt=\"\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-3-scaled.png?w=2560&amp;ssl=1 2560w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-3-scaled.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-3-scaled.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-3-scaled.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-3-scaled.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-3-scaled.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-3-scaled.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-3-scaled.png?w=2220&amp;ssl=1 2220w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><p id=\"caption-attachment-1073\" class=\"wp-caption-text\"><em>Ph\u00e2n kh\u00fac Kem d\u01b0\u1ee1ng \u1ea9m b\u00e1n ch\u1ea1y theo c\u00f4ng d\u1ee5ng<\/em><\/p><\/div>\n<h3><span class=\"ez-toc-section\" id=\"32_phan_khuc_theo_muc_gia\"><\/span><b>3.2. Ph\u00e2n kh\u00fac theo m\u1ee9c gi\u00e1<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">X\u00e9t theo m\u1ee9c gi\u00e1, d\u1eef li\u1ec7u t\u1eeb Metric Analytics trong Q4\/2025 cho th\u1ea5y c\u00e1c s\u1ea3n ph\u1ea9m Kem d\u01b0\u1ee1ng \u1ea9m b\u00e1n ch\u1ea1y t\u1eadp trung m\u1ea1nh \u1edf m\u1ee9c gi\u00e1 200,000 &#8211; 500,000 VND. C\u01a1 c\u1ea5u doanh thu gi\u1eefa c\u00e1c ph\u00e2n kh\u00fac c\u0169ng ph\u1ea3n \u00e1nh m\u1ee9c \u0111\u1ed9 chi ti\u00eau c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>100,000 &#8211; 200,000 VND: <\/b><span style=\"font-weight: 400;\">Ph\u00e2n kh\u00fac gi\u00e1 th\u1ea5p n\u00e0y ghi nh\u1eadn m\u1ee9c t\u0103ng tr\u01b0\u1edfng 52% so v\u1edbi c\u00f9ng k\u1ef3 2024, chi\u1ebfm 17% t\u1ed5ng doanh s\u1ed1. \u0110\u00e1ng ch\u00fa \u00fd, ri\u00eang tr\u00ean n\u1ec1n t\u1ea3ng TikTok, ph\u00e2n kh\u00fac n\u00e0y t\u0103ng tr\u01b0\u1edfng t\u1edbi 107%, cho th\u1ea5y hi\u1ec7u qu\u1ea3 r\u00f5 r\u1ec7t c\u1ee7a m\u00f4 h\u00ecnh mua s\u1eafm k\u1ebft h\u1ee3p gi\u1ea3i tr\u00ed trong vi\u1ec7c th\u00fac \u0111\u1ea9y quy\u1ebft \u0111\u1ecbnh mua nhanh \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 m\u1ee9c gi\u00e1 r\u1ebb.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>200,000 &#8211; 500,000 VND:<\/b><span style=\"font-weight: 400;\"> \u0110\u00e2y l\u00e0 ph\u00e2n kh\u00fac b\u00e1n ch\u1ea1y nh\u1ea5t, chi\u1ebfm t\u1edbi 41% t\u1ed5ng doanh s\u1ed1. M\u1ee9c gi\u00e1 n\u00e0y \u0111\u01b0\u1ee3c xem l\u00e0 \u201c\u0111i\u1ec3m c\u00e2n b\u1eb1ng\u201d gi\u1eefa hi\u1ec7u qu\u1ea3 s\u1eed d\u1ee5ng v\u00e0 kh\u1ea3 n\u0103ng chi tr\u1ea3, ph\u00f9 h\u1ee3p v\u1edbi nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ea1i ch\u00fang nh\u01b0ng ng\u00e0y c\u00e0ng ch\u00fa tr\u1ecdng \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng, th\u00e0nh ph\u1ea7n v\u00e0 c\u00f4ng d\u1ee5ng r\u00f5 r\u00e0ng c\u1ee7a s\u1ea3n ph\u1ea9m.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>500,000 &#8211; 1,000,000 VND:<\/b><span style=\"font-weight: 400;\"> Ph\u00e2n kh\u00fac trung &#8211; cao c\u1ea5p chi\u1ebfm t\u1ef7 tr\u1ecdng doanh thu \u1edf m\u1ee9c 22%, l\u00e0 m\u1ee9c gi\u00e1 b\u00e1n ch\u1ea1y th\u1ee9 hai, cho th\u1ea5y ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf nh\u00f3m n\u00e0y s\u1eb5n s\u00e0ng chi tr\u1ea3 cao h\u01a1n \u0111\u1ec3 \u0111\u1ed5i l\u1ea5y ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 uy t\u00edn t\u1eeb nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>1,000,000 &#8211; 2,000,000 VND: <\/b><span style=\"font-weight: 400;\">D\u00f9 ch\u1ec9 chi\u1ebfm t\u1ef7 tr\u1ecdng nh\u1ecf trong t\u1ed5ng doanh s\u1ed1, ph\u00e2n kh\u00fac n\u00e0y l\u1ea1i ghi nh\u1eadn t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng cao nh\u1ea5t, \u0111\u1ea1t 56%, cho th\u1ea5y xu h\u01b0\u1edbng gia t\u0103ng chi ti\u00eau cho c\u00e1c s\u1ea3n ph\u1ea9m d\u01b0\u1ee1ng da cao c\u1ea5p, \u0111\u1eb7c bi\u1ec7t trong nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 nhu c\u1ea7u gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 da chuy\u00ean bi\u1ec7t v\u00e0 s\u1eb5n s\u00e0ng \u0111\u1ea7u t\u01b0 d\u00e0i h\u1ea1n.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>2,000,000 &#8211; 5,000,000 VND: <\/b><span style=\"font-weight: 400;\">\u0110\u00f3ng g\u00f3p kho\u1ea3ng 9% doanh s\u1ed1, \u0111\u00e2y l\u00e0 ph\u00e2n kh\u00fac th\u1ec3 hi\u1ec7n r\u00f5 vai tr\u00f2 c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u cao c\u1ea5p v\u1edbi t\u1ec7p kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"4_chien_luoc_tang_truong_tren_tmdt_cho_thuong_hieu_kem_duong_am\"><\/span><b>4. Chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng tr\u00ean TM\u0110T cho th\u01b0\u01a1ng hi\u1ec7u Kem d\u01b0\u1ee1ng \u1ea9m<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Tr\u00ean s\u00e0n TM\u0110T, th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m Kem d\u01b0\u1ee1ng \u1ea9m kh\u00f4ng ch\u1ec9 \u0111\u1ebfn t\u1eeb c\u00f4ng th\u1ee9c hay th\u01b0\u01a1ng hi\u1ec7u, m\u00e0 c\u00f2n ph\u1ee5 thu\u1ed9c v\u00e0o l\u1ef1a ch\u1ecdn k\u00eanh b\u00e1n v\u00e0 c\u00e1ch tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i ph\u00f9 h\u1ee3p v\u1edbi h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean t\u1eebng n\u1ec1n t\u1ea3ng.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"41_lua_chon_nen_tang_tmdt_va_kenh_ban_phu_hop\"><\/span><b>4.1. L\u1ef1a ch\u1ecdn n\u1ec1n t\u1ea3ng TM\u0110T v\u00e0 k\u00eanh b\u00e1n ph\u00f9 h\u1ee3p\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">D\u1eef li\u1ec7u cho th\u1ea5y doanh s\u1ed1 Kem d\u01b0\u1ee1ng \u1ea9m \u0111ang \u0111\u01b0\u1ee3c ph\u00e2n b\u1ed5 kh\u00e1c nhau gi\u1eefa c\u00e1c s\u00e0n, ph\u1ea3n \u00e1nh r\u00f5 \u0111\u1eb7c th\u00f9 ng\u01b0\u1eddi d\u00f9ng v\u00e0 m\u00f4 h\u00ecnh mua s\u1eafm c\u1ee7a t\u1eebng n\u1ec1n t\u1ea3ng.<\/span><\/p>\n<div id=\"attachment_1071\" style=\"width: 2570px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1071\" class=\"wp-image-1071 size-full\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=740%2C493&#038;ssl=1\" alt=\"Kem d\u01b0\u1ee1ng \u1ea9m b\u00e1n ch\u1ea1y tr\u00ean TM\u0110T Q4\/2025\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?w=2560&amp;ssl=1 2560w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-4-scaled.png?w=2220&amp;ssl=1 2220w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><p id=\"caption-attachment-1071\" class=\"wp-caption-text\"><em>Ph\u00e2n b\u1ed5 doanh s\u1ed1 s\u1ea3n ph\u1ea9m Kem d\u01b0\u1ee1ng \u1ea9m gi\u1eefa c\u00e1c s\u00e0n TM\u0110T<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">Shopee gi\u1eef v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u v\u1ec1 doanh s\u1ed1 Kem d\u01b0\u1ee1ng \u1ea9m, \u0111\u1ea1t 819,6 t\u1ef7 \u0111\u1ed3ng, t\u0103ng 28% so v\u1edbi c\u00f9ng k\u1ef3. V\u1edbi l\u1ee3i th\u1ebf v\u1ec1 t\u1ec7p ng\u01b0\u1eddi d\u00f9ng l\u1edbn, h\u1ec7 sinh th\u00e1i b\u00e1n l\u1ebb ho\u00e0n thi\u1ec7n v\u00e0 h\u1ec7 th\u1ed1ng m\u00e3 gi\u1ea3m gi\u00e1 phong ph\u00fa, Shopee duy tr\u00ec vai tr\u00f2 l\u00e0 k\u00eanh b\u00e1n \u1ed5n \u0111\u1ecbnh, ph\u00f9 h\u1ee3p \u0111\u1ec3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edf r\u1ed9ng s\u1ea3n l\u01b0\u1ee3ng v\u00e0 gi\u1eef nh\u1ecbp t\u0103ng tr\u01b0\u1edfng d\u00e0i h\u1ea1n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">TikTok Shop v\u01b0\u01a1n l\u00ean v\u1ecb tr\u00ed th\u1ee9 hai v\u1edbi doanh s\u1ed1 723,5 t\u1ef7 \u0111\u1ed3ng, ghi nh\u1eadn m\u1ee9c t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng 65%. N\u1ec1n t\u1ea3ng n\u00e0y \u0111ang tr\u1edf th\u00e0nh \u201cv\u00f9ng \u0111\u1ea5t h\u1ee9a\u201d cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi, khi c\u00e1c s\u1ea3n ph\u1ea9m Kem d\u01b0\u1ee1ng \u1ea9m c\u00f3 th\u1ec3 b\u1ee9t t\u1ed1c nhanh nh\u1edd video review ng\u1eafn, livestream b\u00e1n h\u00e0ng v\u00e0 n\u1ed9i dung t\u1eeb KOL\/creator.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u1ec1 c\u01a1 c\u1ea5u gian h\u00e0ng, gian h\u00e0ng ch\u00ednh h\u00e3ng &#8211; Shop Mall chi\u1ebfm t\u1edbi 68,6% doanh s\u1ed1, t\u0103ng m\u1ea1nh 76%, trong khi gian h\u00e0ng th\u01b0\u1eddng &#8211; Shop non-Mall chi\u1ebfm 31,4%, gi\u1ea3m 3% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m 2024. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y gian h\u00e0ng ch\u00ednh h\u00e3ng \u0111ang l\u00e0 k\u00eanh b\u00e1n ti\u1ec1m n\u0103ng \u0111\u1ec3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u Kem d\u01b0\u1ee1ng \u1ea9m t\u1ea1o d\u1ef1ng \u0111\u01b0\u1ee3c uy t\u00edn v\u00e0 ni\u1ec1m tin v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"42_chien_luoc_khuyen_mai_va_hinh_thuc_ban_hang_tiem_nang\"><\/span><b>4.2. Chi\u1ebfn l\u01b0\u1ee3c khuy\u1ebfn m\u00e3i v\u00e0 h\u00ecnh th\u1ee9c b\u00e1n h\u00e0ng ti\u1ec1m n\u0103ng<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Trong b\u1ed1i c\u1ea3nh c\u1ea1nh tranh ng\u00e0y c\u00e0ng kh\u1ed1c li\u1ec7t tr\u00ean c\u00e1c s\u00e0n TM\u0110T, chi\u1ebfn l\u01b0\u1ee3c khuy\u1ebfn m\u00e3i hi\u1ec7u qu\u1ea3 kh\u00f4ng c\u00f2n d\u1eebng l\u1ea1i \u1edf vi\u1ec7c gi\u1ea3m gi\u00e1 tr\u1ef1c ti\u1ebfp t\u1eebng s\u1ea3n ph\u1ea9m. Thay v\u00e0o \u0111\u00f3, nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u \u0111ang d\u1ecbch chuy\u1ec3n sang c\u00e1c h\u00ecnh th\u1ee9c b\u00e1n h\u00e0ng mang t\u00ednh chi\u1ebfn l\u01b0\u1ee3c h\u01a1n, v\u1eeba t\u1ed1i \u01b0u gi\u00e1 tr\u1ecb \u0111\u01a1n h\u00e0ng, v\u1eeba n\u00e2ng cao hi\u1ec7u qu\u1ea3 chuy\u1ec3n \u0111\u1ed5i.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thay v\u00ec b\u00e1n l\u1ebb t\u1eebng s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c combo (v\u00ed d\u1ee5: s\u1eefa r\u1eeda m\u1eb7t + kem d\u01b0\u1ee1ng, ho\u1eb7c combo ng\u00e0y &#8211; \u0111\u00eam) nh\u1eb1m gia t\u0103ng AOV (gi\u00e1 tr\u1ecb \u0111\u01a1n h\u00e0ng trung b\u00ecnh) v\u00e0 t\u1ed1i \u01b0u chi ph\u00ed qu\u1ea3ng c\u00e1o tr\u00ean m\u1ed7i \u0111\u01a1n h\u00e0ng.<\/span><\/p>\n<div id=\"attachment_1074\" style=\"width: 2570px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1074\" class=\"wp-image-1074 size-full\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-5-scaled.png?resize=740%2C493&#038;ssl=1\" alt=\"\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-5-scaled.png?w=2560&amp;ssl=1 2560w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-5-scaled.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-5-scaled.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-5-scaled.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-5-scaled.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-5-scaled.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-5-scaled.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-5-scaled.png?w=2220&amp;ssl=1 2220w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><p id=\"caption-attachment-1074\" class=\"wp-caption-text\"><em>T\u1ef7 tr\u1ecdng doanh s\u1ed1 c\u1ee7a h\u00ecnh th\u1ee9c combo trong danh m\u1ee5c Kem d\u01b0\u1ee1ng c\u1ee7a L\u2019Or\u00e9al Paris &#8211; Ngu\u1ed3n: Metric Analytics<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt \u0111\u00e3 tri\u1ec3n khai hi\u1ec7u qu\u1ea3 chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn L\u2019Or\u00e9al Paris. Theo d\u1eef li\u1ec7u t\u1eeb Metric Analytics (Q4\/2025), 66% doanh s\u1ed1 danh m\u1ee5c Kem d\u01b0\u1ee1ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y tr\u00ean Shopee \u0111\u1ebfn t\u1eeb h\u00ecnh th\u1ee9c combo, t\u0103ng 27% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc. \u0110\u00e1ng ch\u00fa \u00fd, 13\/20 m\u00e3 s\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y nh\u1ea5t c\u1ee7a L\u2019Or\u00e9al Paris tr\u00ean s\u00e0n Shopee l\u00e0 c\u00e1c combo k\u1ebft h\u1ee3p gi\u1eefa kem d\u01b0\u1ee1ng v\u00e0 serum, ho\u1eb7c b\u1ed9 \u0111\u00f4i kem d\u01b0\u1ee1ng ng\u00e0y &amp; \u0111\u00eam.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e1ch x\u00e2y d\u1ef1ng combo n\u00e0y cho ph\u00e9p th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1p \u1ee9ng tr\u1ecdn v\u1eb9n m\u1ed9t chu tr\u00ecnh d\u01b0\u1ee1ng da c\u01a1 b\u1ea3n, \u0111\u1ed3ng th\u1eddi gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ec5 d\u00e0ng ra quy\u1ebft \u0111\u1ecbnh mua h\u01a1n so v\u1edbi vi\u1ec7c l\u1ef1a ch\u1ecdn t\u1eebng s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb. Kh\u00f4ng ch\u1ec9 m\u1edf r\u1ed9ng c\u00f4ng n\u0103ng s\u1eed d\u1ee5ng, c\u00e1c combo c\u00f2n \u0111\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 \u1edf m\u1ee9c h\u1ea5p d\u1eabn so v\u1edbi t\u1ed5ng gi\u00e1 tr\u1ecb t\u1eebng s\u1ea3n ph\u1ea9m \u0111\u01a1n, t\u1eeb \u0111\u00f3 khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi mua n\u00e2ng m\u1ee9c chi ti\u00eau trong m\u1ed9t l\u1ea7n mua s\u1eafm.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Song song v\u1edbi \u0111\u00f3, n\u1ed9i dung video mang t\u00ednh gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 \u0111ang d\u1ea7n thay th\u1ebf c\u00e1c qu\u1ea3ng c\u00e1o li\u1ec7t k\u00ea t\u00ednh n\u0103ng kh\u00f4 khan. Nh\u1eefng video theo c\u1ea5u tr\u00fac \u201cv\u1ea5n \u0111\u1ec1 &#8211; gi\u1ea3i ph\u00e1p\u201d nh\u01b0 c\u00e1ch ph\u1ee5c h\u1ed3i da bong tr\u00f3c m\u00f9a \u0111\u00f4ng hay chu tr\u00ecnh c\u1ea5p \u1ea9m cho da nh\u1ea1y c\u1ea3m gi\u00fap ng\u01b0\u1eddi xem d\u1ec5 \u0111\u1ed3ng c\u1ea3m, t\u1eeb \u0111\u00f3 th\u00fac \u0111\u1ea9y quy\u1ebft \u0111\u1ecbnh mua nhanh h\u01a1n, \u0111\u1eb7c bi\u1ec7t tr\u00ean TikTok Shop v\u00e0 Shopee Live.<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">&gt;&gt;&gt; Xem th\u00eam: <\/span><\/i><a href=\"https:\/\/metric.vn\/resource\/blog\/chien-luoc-khuyen-mai-4-xu-huong-shop-beauty-phai-dung-cuoi-nam-2025\"><i><span style=\"font-weight: 400;\">04 chi\u1ebfn l\u01b0\u1ee3c khuy\u1ebfn m\u00e3i hi\u1ec7u qu\u1ea3 d\u00e0nh cho th\u01b0\u01a1ng hi\u1ec7u ng\u00e0nh L\u00e0m \u0111\u1eb9p<\/span><\/i><\/a><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"5_ket_luan\"><\/span><b>5. K\u1ebft lu\u1eadn\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Trong Q4\/2025, th\u1ecb tr\u01b0\u1eddng kem d\u01b0\u1ee1ng \u1ea9m tr\u00ean TM\u0110T ti\u1ebfp t\u1ee5c ghi nh\u1eadn t\u0103ng tr\u01b0\u1edfng t\u00edch c\u1ef1c, v\u1edbi h\u00e0nh vi mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng d\u1ecbch chuy\u1ec3n theo h\u01b0\u1edbng \u01b0u ti\u00ean c\u00f4ng d\u1ee5ng r\u00f5 r\u00e0ng v\u00e0 m\u1ee9c gi\u00e1 ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u s\u1eed d\u1ee5ng. \u0110\u1ec3 duy tr\u00ec t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n x\u00e2y d\u1ef1ng danh m\u1ee5c s\u1ea3n ph\u1ea9m \u0111\u00e1p \u1ee9ng v\u00e0 gi\u1ea3i quy\u1ebft theo t\u1eebng v\u1ea5n \u0111\u1ec1 da, \u0111\u1ed3ng th\u1eddi t\u1eadn d\u1ee5ng hi\u1ec7u qu\u1ea3 c\u00e1c h\u00ecnh th\u1ee9c b\u00e1n \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng nh\u01b0 combo v\u00e0 l\u1ef1a ch\u1ecdn k\u00eanh ph\u00e2n ph\u1ed1i ph\u00f9 h\u1ee3p v\u1edbi h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean t\u1eebng n\u1ec1n t\u1ea3ng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng d\u1ef1a tr\u00ean d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng ng\u00e0nh Ch\u0103m s\u00f3c da, anh\/ch\u1ecb c\u00f3 th\u1ec3 \u0111\u1eb7t l\u1ecbch t\u01b0 v\u1ea5n c\u00f9ng chuy\u00ean gia v\u1ec1 Market Research, g\u1eedi brief c\u1ee5 th\u1ec3 v\u1ec1 email: marketing@metric.vn, ho\u1eb7c \u0111\u1ec3 l\u1ea1i y\u00eau c\u1ea7u t\u01b0 v\u1ea5n <\/span><a href=\"https:\/\/metric.vn\/solutions\/metric-market-research?utm_source=brandsvietnam&amp;utm_medium=blog&amp;utm_campaign=ta-bim-tre-em&amp;utm_term=https:\/\/metric.vn\/\"><span style=\"font-weight: 400;\">t\u1ea1i \u0111\u00e2y<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;-<\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">V\u1ec1 Metric.vn<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">C\u00f4ng ty C\u1ed5 ph\u1ea7n Khoa h\u1ecdc D\u1eef li\u1ec7u (Metric) l\u00e0 \u0111\u01a1n v\u1ecb cung c\u1ea5p n\u1ec1n t\u1ea3ng t\u1ed5ng h\u1ee3p v\u00e0 khai th\u00e1c d\u1eef li\u1ec7u th\u00f4ng minh, s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 Big Data &amp; AI \u0111\u1ec3 cung c\u1ea5p gi\u1ea3i ph\u00e1p Market Intelligence v\u00e0 Business Intelligence, h\u1ed7 tr\u1ee3 h\u01a1n 100.000 doanh nghi\u1ec7p v\u00e0 \u0111\u1eb7t m\u1ee5c ti\u00eau ch\u1ea1m m\u1ed1c 1.000.000 doanh nghi\u1ec7p v\u00e0o n\u0103m 2030. Metric hi\u1ec7n ti\u1ebfp t\u1ee5c kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf l\u00e0 \u0111\u1ed1i t\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u1edbi c\u00e1c t\u1ed5 ch\u1ee9c uy t\u00edn nh\u01b0 Hi\u1ec7p h\u1ed9i Th\u01b0\u01a1ng m\u1ea1i \u0110i\u1ec7n t\u1eed Vi\u1ec7t Nam (VECOM), C\u1ee5c Ph\u00e1t tri\u1ec3n TM\u0110T &amp; Kinh t\u1ebf s\u1ed1 (B\u1ed9 C\u00f4ng Th\u01b0\u01a1ng) v\u00e0 c\u00e1c n\u1ec1n t\u1ea3ng TM\u0110T h\u00e0ng \u0111\u1ea7u.<\/span><\/i><i><\/i><\/p>\n<ul>\n<li><i><span style=\"font-weight: 400;\">Website: http:\/\/www.metric.vn<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">Email: info@metric.vn<\/span><\/i><\/li>\n<li><i>Phone Number: 0338 062 221<\/i><\/li>\n<\/ul>\n<\/blockquote>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Th\u1ecb tr\u01b0\u1eddng Ch\u0103m s\u00f3c da cu\u1ed1i n\u0103m 2025 ch\u1ee9ng ki\u1ebfn s\u1ef1 t\u0103ng tr\u01b0\u1edfng c\u1ee7a nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u Kem d\u01b0\u1ee1ng \u1ea9m. V\u1edbi th\u1eddi ti\u1ebft hanh kh\u00f4 v\u00e0&#46;&#46;&#46;<\/p>\n","protected":false},"author":1,"featured_media":1072,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecom-market-research"],"aioseo_notices":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/01\/kem-duong-am-ban-chay-1-scaled.png?fit=2560%2C1707&ssl=1","_links":{"self":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1068","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/comments?post=1068"}],"version-history":[{"count":2,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1068\/revisions"}],"predecessor-version":[{"id":1075,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1068\/revisions\/1075"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media\/1072"}],"wp:attachment":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media?parent=1068"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/categories?post=1068"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/tags?post=1068"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}