{"id":1146,"date":"2026-02-06T14:27:49","date_gmt":"2026-02-06T07:27:49","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=1146"},"modified":"2026-02-06T14:27:49","modified_gmt":"2026-02-06T07:27:49","slug":"nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026","status":"publish","type":"post","link":"https:\/\/metric.vn\/insights\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/","title":{"rendered":"Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p: Ch\u00eca kh\u00f3a c\u1ea1nh tranh v\u00e0 t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng 2026"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 ph\u01b0\u01a1ng ph\u00e1p quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u00e1nh gi\u00e1 v\u1ecb th\u1ebf c\u1ea1nh tranh v\u00e0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ch\u00ednh x\u00e1c, \u0111\u1eb7c bi\u1ec7t trong ng\u00e0nh L\u00e0m \u0111\u1eb9p. Trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng l\u00e0m m\u1ef9 ph\u1ea9m Vi\u1ec7t Nam t\u0103ng tr\u01b0\u1edfng m\u1ea1nh m\u1ebd v\u1edbi s\u1ef1 c\u1ea1nh tranh gay g\u1eaft gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i \u0111\u1ecba v\u00e0 qu\u1ed1c t\u1ebf, vi\u1ec7c \u00e1p d\u1ee5ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng b\u00e0i b\u1ea3n s\u1ebd l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 doanh nghi\u1ec7p t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3 kinh doanh v\u00e0 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng.<\/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\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#1_thi_truong_lam_dep_tai_viet_nam_ngay_cang_canh_tranh\" title=\"1. Th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p t\u1ea1i Vi\u1ec7t Nam ng\u00e0y c\u00e0ng c\u1ea1nh tranh\">1. Th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p t\u1ea1i Vi\u1ec7t Nam ng\u00e0y c\u00e0ng c\u1ea1nh tranh<\/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\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#2_nghien_cuu_thi_truong_lam_dep_la_gi\" title=\"2. Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p l\u00e0 g\u00ec?\">2. Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p l\u00e0 g\u00ec?<\/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\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#3_vai_tro_cua_nghien_cuu_thi_truong_trong_nganh_lam_dep\" title=\"3. Vai tr\u00f2 c\u1ee7a nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng trong ng\u00e0nh L\u00e0m \u0111\u1eb9p\">3. Vai tr\u00f2 c\u1ee7a nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng trong ng\u00e0nh L\u00e0m \u0111\u1eb9p<\/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\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#31_hieu_dung_thi_truong_va_nhu_cau_nguoi_tieu_dung\" title=\"3.1. Hi\u1ec3u \u0111\u00fang th\u1ecb tr\u01b0\u1eddng v\u00e0 nhu c\u1ea7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng\">3.1. Hi\u1ec3u \u0111\u00fang th\u1ecb tr\u01b0\u1eddng v\u00e0 nhu c\u1ea7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/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\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#32_danh_gia_hieu_qua_kenh_ban_va_chien_luoc_tiep_can_khach_hang\" title=\"3.2. \u0110\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 k\u00eanh b\u00e1n v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng\">3.2. \u0110\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 k\u00eanh b\u00e1n v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/metric.vn\/insights\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#33_giam_rui_ro_khi_ra_quyet_dinh_r_d_va_ra_mat_san_pham_moi\" title=\"3.3. Gi\u1ea3m r\u1ee7i ro khi ra quy\u1ebft \u0111\u1ecbnh R&amp;D v\u00e0 ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi\">3.3. Gi\u1ea3m r\u1ee7i ro khi ra quy\u1ebft \u0111\u1ecbnh R&amp;D v\u00e0 ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/metric.vn\/insights\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#34_phan_tich_thi_phan_va_toc_do_tang_truong_thuong_hieu\" title=\"3.4. Ph\u00e2n t\u00edch th\u1ecb ph\u1ea7n v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u\">3.4. Ph\u00e2n t\u00edch th\u1ecb ph\u1ea7n v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/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\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#35_so_sanh_vi_the_thuong_hieu_voi_doi_thu_canh_tranh\" title=\"3.5. So s\u00e1nh v\u1ecb th\u1ebf th\u01b0\u01a1ng hi\u1ec7u v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh\">3.5. So s\u00e1nh v\u1ecb th\u1ebf th\u01b0\u01a1ng hi\u1ec7u v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/metric.vn\/insights\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#36_du_bao_xu_huong_va_ho_tro_tang_truong_ben_vung\" title=\"3.6. D\u1ef1 b\u00e1o xu h\u01b0\u1edbng v\u00e0 h\u1ed7 tr\u1ee3 t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng\">3.6. D\u1ef1 b\u00e1o xu h\u01b0\u1edbng v\u00e0 h\u1ed7 tr\u1ee3 t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/metric.vn\/insights\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#4_ung_dung_nghien_cuu_thi_truong_thuong_mai_dien_tu_%e2%80%93_vi_du_tu_metric\" title=\"4. \u1ee8ng d\u1ee5ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed &#8211; V\u00ed d\u1ee5 t\u1eeb Metric\">4. \u1ee8ng d\u1ee5ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed &#8211; V\u00ed d\u1ee5 t\u1eeb Metric<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/metric.vn\/insights\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#buoc_1_dung_nghien_cuu_thi_truong_tmdt_de_quyet_dinh_r_d_san_pham\" title=\"B\u01b0\u1edbc 1: D\u00f9ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng TM\u0110T \u0111\u1ec3 quy\u1ebft \u0111\u1ecbnh R&amp;D s\u1ea3n ph\u1ea9m\">B\u01b0\u1edbc 1: D\u00f9ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng TM\u0110T \u0111\u1ec3 quy\u1ebft \u0111\u1ecbnh R&amp;D s\u1ea3n ph\u1ea9m<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/metric.vn\/insights\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#buoc_2_kiem_chung_san_pham_truoc_khi_ra_mat\" title=\"B\u01b0\u1edbc 2: Ki\u1ec3m ch\u1ee9ng s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi ra m\u1eaft\">B\u01b0\u1edbc 2: Ki\u1ec3m ch\u1ee9ng s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi ra m\u1eaft<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/metric.vn\/insights\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#buoc_3_dung_nghien_cuu_thi_truong_de_dinh_gia_san_pham\" title=\"B\u01b0\u1edbc 3: D\u00f9ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m\">B\u01b0\u1edbc 3: D\u00f9ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/metric.vn\/insights\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#buoc_4_quyet_dinh_kenh_phan_phoi_dua_tren_du_lieu\" title=\"B\u01b0\u1edbc 4: Quy\u1ebft \u0111\u1ecbnh k\u00eanh ph\u00e2n ph\u1ed1i d\u1ef1a tr\u00ean d\u1eef li\u1ec7u\">B\u01b0\u1edbc 4: Quy\u1ebft \u0111\u1ecbnh k\u00eanh ph\u00e2n ph\u1ed1i d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/metric.vn\/insights\/nghien-cuu-thi-truong-lam-dep-chia-khoa-canh-tranh-va-tang-truong-ben-vung-2026\/#5_ket_luan\" title=\"5. K\u1ebft lu\u1eadn\">5. K\u1ebft lu\u1eadn<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_thi_truong_lam_dep_tai_viet_nam_ngay_cang_canh_tranh\"><\/span><b>1. Th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p t\u1ea1i Vi\u1ec7t Nam ng\u00e0y c\u00e0ng c\u1ea1nh tranh<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p t\u1ea1i Vi\u1ec7t Nam \u0111ang ghi nh\u1eadn t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng, tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng ng\u00e0nh h\u00e0ng ch\u1ee7 l\u1ef1c tr\u00ean k\u00eanh b\u00e1n l\u1ebb tr\u1ef1c tuy\u1ebfn. Theo B\u00e1o c\u00e1o Th\u1ecb tr\u01b0\u1eddng TM\u0110T Vi\u1ec7t Nam 2025 c\u1ee7a Metric, ng\u00e0nh L\u00e0m \u0111\u1eb9p \u0111\u1ea1t quy m\u00f4 doanh s\u1ed1 kho\u1ea3ng 74,4 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng, t\u0103ng 29,5% so v\u1edbi n\u0103m 2024, ti\u1ebfp t\u1ee5c d\u1eabn \u0111\u1ea7u v\u1ec1 doanh thu tr\u00ean c\u00e1c s\u00e0n TM\u0110T l\u1edbn nh\u01b0 Shopee, Lazada, TikTok Shop v\u00e0 Tiki. \u0110\u00e0 t\u0103ng tr\u01b0\u1edfng n\u00e0y ph\u1ea3n \u00e1nh r\u00f5 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng gia t\u0103ng \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c c\u00e1 nh\u00e2n, m\u1ef9 ph\u1ea9m v\u00e0 l\u00e0m \u0111\u1eb9p, trong b\u1ed1i c\u1ea3nh TM\u0110T \u0111\u00e3 tr\u1edf th\u00e0nh k\u00eanh mua s\u1eafm ch\u1ee7 \u0111\u1ea1o.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1158 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/61.png?resize=740%2C493&#038;ssl=1\" alt=\"\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/61.png?w=2400&amp;ssl=1 2400w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/61.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/61.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/61.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/61.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/61.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/61.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/61.png?w=2220&amp;ssl=1 2220w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Ng\u00e0nh L\u00e0m \u0111\u1eb9p d\u1eabn \u0111\u1ea7u doanh thu tr\u00ean s\u00e0n TM\u0110T n\u0103m 2025 &#8211; Ngu\u1ed3n: Metric.vn\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">S\u1ef1 m\u1edf r\u1ed9ng nhanh c\u1ee7a th\u1ecb tr\u01b0\u1eddng k\u00e9o theo m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh ng\u00e0y c\u00e0ng gay g\u1eaft trong to\u00e0n ng\u00e0nh. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c t\u1ebf v\u1edbi l\u1ee3i th\u1ebf v\u1ec1 uy t\u00edn l\u00e2u \u0111\u1eddi, ng\u00e2n s\u00e1ch marketing l\u1edbn v\u00e0 c\u00f4ng ngh\u1ec7 ti\u00ean ti\u1ebfn \u0111ang chi\u1ebfm l\u0129nh ph\u00e2n kh\u00fac trung v\u00e0 cao c\u1ea5p. Trong khi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i \u0111\u1ecba t\u1eadn d\u1ee5ng l\u1ee3i th\u1ebf am hi\u1ec3u th\u1ecb tr\u01b0\u1eddng, m\u1ee9c gi\u00e1 c\u1ea1nh tranh v\u00e0 kh\u1ea3 n\u0103ng b\u1eaft nh\u1ecbp nhanh v\u1edbi xu h\u01b0\u1edbng \u0111\u1ec3 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n. \u0110i\u1ec3n h\u00ecnh l\u00e0 s\u1ef1 g\u00f3p m\u1eb7t c\u1ee7a nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt nh\u01b0 Colorkey (+175,5%), Cocoon (+141,3%) v\u00e0 L\u2019Or\u00e9al Paris (+113,7%) tr\u00ean c\u00e1c s\u00e0n TM\u0110T (theo d\u1eef li\u1ec7u t\u1eeb Metric).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trong b\u1ed1i c\u1ea3nh c\u1ea1nh tranh kh\u00f4ng ch\u1ec9 di\u1ec5n ra \u1edf m\u1ee9c \u0111\u1ed9 gi\u00e1 b\u00e1n m\u00e0 c\u00f2n \u1edf th\u01b0\u01a1ng hi\u1ec7u, k\u00eanh ph\u00e2n ph\u1ed1i v\u00e0 tr\u1ea3i nghi\u1ec7m mua s\u1eafm, vi\u1ec7c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0m \u0111\u1eb9p b\u00e0i b\u1ea3n tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 then ch\u1ed1t gi\u00fap doanh nghi\u1ec7p hi\u1ec3u \u0111\u00fang th\u1ecb tr\u01b0\u1eddng, x\u00e1c \u0111\u1ecbnh v\u1ecb th\u1ebf c\u1ea1nh tranh v\u00e0 ra quy\u1ebft \u0111\u1ecbnh t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">&gt;&gt;&gt; Xem th\u00eam: <\/span><a href=\"https:\/\/metric.vn\/resource\/blog\/skincare-cho-nam-2025\"><span style=\"font-weight: 400;\">Skincare cho nam 2025: Th\u1ecb tr\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng 259 t\u1ef7 | Xu h\u01b0\u1edbng &amp; C\u01a1 h\u1ed9i<\/span><\/a><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"2_nghien_cuu_thi_truong_lam_dep_la_gi\"><\/span><b>2. Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p l\u00e0 g\u00ec?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng trong ng\u00e0nh L\u00e0m \u0111\u1eb9p l\u00e0 qu\u00e1 tr\u00ecnh thu th\u1eadp, ph\u00e2n t\u00edch v\u00e0 di\u1ec5n gi\u1ea3i th\u00f4ng tin li\u00ean quan \u0111\u1ebfn ng\u00e0nh m\u1ef9 ph\u1ea9m v\u00e0 ch\u0103m s\u00f3c c\u00e1 nh\u00e2n nh\u01b0 quy m\u00f4 th\u1ecb tr\u01b0\u1eddng, h\u00e0nh vi ti\u00eau d\u00f9ng, xu h\u01b0\u1edbng ng\u00e0nh, th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Ho\u1ea1t \u0111\u1ed9ng n\u00e0y gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 nhu c\u1ea7u th\u1ef1c t\u1ebf c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, s\u1ef1 d\u1ecbch chuy\u1ec3n trong th\u1ecb hi\u1ebfu l\u00e0m \u0111\u1eb9p c\u0169ng nh\u01b0 c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua s\u1eafm, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh kinh doanh d\u1ef1a tr\u00ean d\u1eef li\u1ec7u thay v\u00ec c\u1ea3m t\u00ednh.\u00a0\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_vai_tro_cua_nghien_cuu_thi_truong_trong_nganh_lam_dep\"><\/span><b>3. Vai tr\u00f2 c\u1ee7a nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng trong ng\u00e0nh L\u00e0m \u0111\u1eb9p<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"31_hieu_dung_thi_truong_va_nhu_cau_nguoi_tieu_dung\"><\/span><b>3.1. Hi\u1ec3u \u0111\u00fang th\u1ecb tr\u01b0\u1eddng v\u00e0 nhu c\u1ea7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong ng\u00e0nh L\u00e0m \u0111\u1eb9p ng\u00e0y nay r\u1ea5t \u0111a d\u1ea1ng v\u1edbi nhu c\u1ea7u kh\u00e1c bi\u1ec7t theo \u0111\u1ed9 tu\u1ed5i, gi\u1edbi t\u00ednh, thu nh\u1eadp v\u00e0 l\u1ed1i s\u1ed1ng. Th\u00f4ng qua nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, hi\u1ec3u r\u00f5 mong mu\u1ed1n, th\u00f3i quen mua s\u1eafm v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua c\u1ee7a h\u1ecd.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00ed d\u1ee5, nh\u00f3m Gen Z th\u01b0\u1eddng quan t\u00e2m \u0111\u1ebfn c\u00e1c s\u1ea3n ph\u1ea9m thu\u1ea7n chay, th\u00e2n thi\u1ec7n m\u00f4i tr\u01b0\u1eddng v\u00e0 c\u00f3 m\u1ee9c gi\u00e1 ph\u1ea3i ch\u0103ng. Trong khi \u0111\u00f3, nh\u00f3m kh\u00e1ch h\u00e0ng trung ni\u00ean \u01b0u ti\u00ean s\u1ea3n ph\u1ea9m c\u00f3 hi\u1ec7u qu\u1ea3 ch\u1ed1ng l\u00e3o h\u00f3a v\u00e0 s\u1eb5n s\u00e0ng chi tr\u1ea3 cao h\u01a1n cho ch\u1ea5t l\u01b0\u1ee3ng. Hi\u1ec3u \u0111\u01b0\u1ee3c s\u1ef1 kh\u00e1c bi\u1ec7t n\u00e0y gi\u00fap doanh nghi\u1ec7p \u0111i\u1ec1u ch\u1ec9nh s\u1ea3n ph\u1ea9m, th\u00f4ng \u0111i\u1ec7p marketing v\u00e0 k\u00eanh ph\u00e2n ph\u1ed1i ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng ph\u00e2n kh\u00fac.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">&gt;&gt;&gt; Xem th\u00eam: <\/span><a href=\"https:\/\/metric.vn\/resource\/blog\/nghien-cuu-thi-truong\"><span style=\"font-weight: 400;\">B\u00ed m\u1eadt nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00f4ng chi ti\u1ebft t\u1eeb A-Z<\/span><\/a><\/p><\/blockquote>\n<h3><span class=\"ez-toc-section\" id=\"32_danh_gia_hieu_qua_kenh_ban_va_chien_luoc_tiep_can_khach_hang\"><\/span><b>3.2. \u0110\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 k\u00eanh b\u00e1n v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ng\u00e0nh L\u00e0m \u0111\u1eb9p hi\u1ec7n nay v\u1eadn h\u00e0nh tr\u00ean nhi\u1ec1u k\u00eanh kh\u00e1c nhau, t\u1eeb c\u1eeda h\u00e0ng truy\u1ec1n th\u1ed1ng, si\u00eau th\u1ecb cho \u0111\u1ebfn th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 b\u00e1n h\u00e0ng qua m\u1ea1ng x\u00e3 h\u1ed9i. \u0110\u1eb7c bi\u1ec7t tr\u00ean k\u00eanh b\u00e1n l\u1ebb tr\u1ef1c tuy\u1ebfn, ng\u00e0nh L\u00e0m \u0111\u1eb9p \u0111ang v\u1eadn h\u00e0nh trong m\u1ed9t h\u1ec7 sinh th\u00e1i \u0111a n\u1ec1n t\u1ea3ng, n\u01a1i m\u1ed7i s\u00e0n TM\u0110T nh\u01b0 Shopee, TikTok Shop, Lazada hay Tiki \u0111\u1ec1u c\u00f3 t\u1ec7p ng\u01b0\u1eddi d\u00f9ng, l\u1ee3i th\u1ebf v\u00e0 ch\u00ednh s\u00e1ch v\u1eadn h\u00e0nh ri\u00eang.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shopee n\u1ed5i b\u1eadt v\u1ec1 \u0111\u1ed9 ph\u1ee7 v\u00e0 kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u1ea1i ch\u00fang, TikTok Shop ph\u00e1t huy m\u1ea1nh m\u00f4 h\u00ecnh mua s\u1eafm k\u1ebft h\u1ee3p gi\u1ea3i tr\u00ed v\u00e0 n\u1ed9i dung, trong khi Lazada t\u1eadp trung v\u00e0o tr\u1ea3i nghi\u1ec7m mua s\u1eafm v\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 m\u1ee9c chi ti\u00eau \u1ed5n \u0111\u1ecbnh h\u01a1n. Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, kh\u00f4ng ph\u1ea3i s\u1ea3n ph\u1ea9m l\u00e0m \u0111\u1eb9p n\u00e0o c\u0169ng ph\u00f9 h\u1ee3p \u0111\u1ec3 ph\u00e2n ph\u1ed1i \u0111\u1ed3ng \u0111\u1ec1u tr\u00ean m\u1ecdi k\u00eanh. Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n hi\u1ec3u r\u00f5 s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh ph\u00f9 h\u1ee3p v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0o, h\u00e0nh vi mua s\u1eafm ra sao v\u00e0 \u0111\u00e2u l\u00e0 n\u1ec1n t\u1ea3ng mang l\u1ea1i hi\u1ec7u qu\u1ea3 t\u1ed1t nh\u1ea5t.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1159 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/64.png?resize=740%2C493&#038;ssl=1\" alt=\"\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/64.png?w=2400&amp;ssl=1 2400w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/64.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/64.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/64.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/64.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/64.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/64.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/64.png?w=2220&amp;ssl=1 2220w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ph\u00e2n t\u00edch d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng v\u00e0 h\u00e0nh vi\u00a0 ti\u00eau d\u00f9ng cho ph\u00e9p doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh k\u00eanh n\u00e0o mang l\u1ea1i doanh thu t\u1ed1t, chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng \u1edf \u0111\u00e2u l\u00e0 t\u1ed1i \u01b0u v\u00e0 tr\u1ea3i nghi\u1ec7m mua s\u1eafm tr\u00ean k\u00eanh n\u00e0o mang l\u1ea1i t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i cao. T\u1eeb k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c h\u1ee3p l\u00fd h\u01a1n, t\u1eadp trung \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c k\u00eanh hi\u1ec7u qu\u1ea3, \u0111\u1ed3ng th\u1eddi \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c v\u1eadn h\u00e0nh, n\u1ed9i dung v\u00e0 ph\u00e2n ph\u1ed1i \u0111\u1ed1i v\u1edbi nh\u1eefng k\u00eanh c\u00f2n h\u1ea1n ch\u1ebf.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"33_giam_rui_ro_khi_ra_quyet_dinh_r_d_va_ra_mat_san_pham_moi\"><\/span><b>3.3. Gi\u1ea3m r\u1ee7i ro khi ra quy\u1ebft \u0111\u1ecbnh R&amp;D v\u00e0 ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u1ede g\u00f3c \u0111\u1ed9 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c gi\u1ea3m thi\u1ec3u r\u1ee7i ro khi ra quy\u1ebft \u0111\u1ecbnh R&amp;D v\u00e0 tung s\u1ea3n ph\u1ea9m m\u1edbi. Vi\u1ec7c ph\u00e1t tri\u1ec3n m\u1ef9 ph\u1ea9m \u0111\u00f2i h\u1ecfi \u0111\u1ea7u t\u01b0 l\u1edbn v\u1ec1 th\u1eddi gian, chi ph\u00ed v\u00e0 ngu\u1ed3n l\u1ef1c, trong khi xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng thay \u0111\u1ed5i r\u1ea5t nhanh. Kh\u00f4ng c\u00f3 qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng b\u00e0i b\u1ea3n, doanh nghi\u1ec7p c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m kh\u00f4ng \u0111\u00e1p \u1ee9ng nhu c\u1ea7u th\u1ef1c t\u1ebf ho\u1eb7c kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh kho\u1ea3ng tr\u1ed1ng th\u1ecb tr\u01b0\u1eddng, ki\u1ec3m ch\u1ee9ng \u00fd t\u01b0\u1edfng s\u1ea3n ph\u1ea9m v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ee5c ti\u00eau v\u00e0 \u0111i\u1ec1u ch\u1ec9nh c\u00f4ng th\u1ee9c, bao b\u00ec ho\u1eb7c \u0111\u1ecbnh v\u1ecb tr\u01b0\u1edbc khi ra m\u1eaft. \u0110i\u1ec1u n\u00e0y gi\u1ea3m thi\u1ec3u r\u1ee7i ro th\u1ea5t b\u1ea1i v\u00e0 t\u0103ng c\u01a1 h\u1ed9i th\u00e0nh c\u00f4ng khi tung s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"34_phan_tich_thi_phan_va_toc_do_tang_truong_thuong_hieu\"><\/span><b>3.4. Ph\u00e2n t\u00edch th\u1ecb ph\u1ea7n v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Theo d\u00f5i th\u1ecb ph\u1ea7n l\u00e0 ch\u1ec9 s\u1ed1 quan tr\u1ecdng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 kinh doanh v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong ng\u00e0nh L\u00e0m \u0111\u1eb9p. Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng cung c\u1ea5p d\u1eef li\u1ec7u v\u1ec1 th\u1ecb ph\u1ea7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u so v\u1edbi to\u00e0n ng\u00e0nh v\u00e0 t\u1eebng \u0111\u1ed1i th\u1ee7 c\u1ee5 th\u1ec3, gi\u00fap doanh nghi\u1ec7p bi\u1ebft m\u00ecnh \u0111ang \u0111\u1ee9ng \u1edf v\u1ecb tr\u00ed n\u00e0o.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u00ean c\u1ea1nh \u0111\u00f3, ph\u00e2n t\u00edch t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng cho th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u \u0111ang ph\u00e1t tri\u1ec3n nhanh hay ch\u1eadm h\u01a1n th\u1ecb tr\u01b0\u1eddng. Nh\u1eefng ch\u00eanh l\u1ec7ch n\u00e0y l\u00e0 t\u00edn hi\u1ec7u quan tr\u1ecdng \u0111\u1ec3 doanh nghi\u1ec7p k\u1ecbp th\u1eddi \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"35_so_sanh_vi_the_thuong_hieu_voi_doi_thu_canh_tranh\"><\/span><b>3.5. So s\u00e1nh v\u1ecb th\u1ebf th\u01b0\u01a1ng hi\u1ec7u v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Vi\u1ec7c ph\u00e2n t\u00edch c\u1ea1nh tranh trong nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p s\u1ebd gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 \u0111\u1ed1i th\u1ee7 \u0111ang tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c g\u00ec, l\u1ee3i th\u1ebf n\u1eb1m \u1edf \u0111\u00e2u v\u00e0 nh\u1eefng \u0111i\u1ec3m c\u00f2n h\u1ea1n ch\u1ebf. Nh\u1eefng th\u00f4ng tin n\u00e0y l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u x\u00e1c \u0111\u1ecbnh v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 x\u00e2y d\u1ef1ng h\u01b0\u1edbng \u0111i kh\u00e1c bi\u1ec7t.\u00a0<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1160 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/65.png?resize=740%2C493&#038;ssl=1\" alt=\"\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/65.png?w=2400&amp;ssl=1 2400w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/65.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/65.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/65.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/65.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/65.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/65.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/65.png?w=2220&amp;ssl=1 2220w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">V\u00ed d\u1ee5, khi \u0111\u1ed1i th\u1ee7 t\u1eadp trung v\u00e0o ph\u00e2n kh\u00fac cao c\u1ea5p, doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc m\u1edf r\u1ed9ng sang ph\u00e2n kh\u00fac trung ho\u1eb7c ph\u1ed5 th\u00f4ng \u0111\u1ec3 ti\u1ebfp c\u1eadn t\u1ec7p kh\u00e1ch h\u00e0ng r\u1ed9ng h\u01a1n, n\u1ebfu n\u0103ng l\u1ef1c c\u1ea1nh tranh v\u00e0 nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng cho ph\u00e9p. T\u01b0\u01a1ng t\u1ef1, trong tr\u01b0\u1eddng h\u1ee3p \u0111\u1ed1i th\u1ee7 chi\u1ebfm \u01b0u th\u1ebf \u1edf nh\u00f3m ch\u0103m s\u00f3c da, doanh nghi\u1ec7p c\u00f3 th\u1ec3 xem x\u00e9t ph\u00e1t tri\u1ec3n c\u00e1c d\u00f2ng trang \u0111i\u1ec3m ho\u1eb7c ch\u0103m s\u00f3c t\u00f3c ph\u00f9 h\u1ee3p v\u1edbi chi\u1ebfn l\u01b0\u1ee3c v\u00e0 n\u0103ng l\u1ef1c hi\u1ec7n t\u1ea1i, nh\u1eb1m gi\u1ea3m m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"36_du_bao_xu_huong_va_ho_tro_tang_truong_ben_vung\"><\/span><b>3.6. D\u1ef1 b\u00e1o xu h\u01b0\u1edbng v\u00e0 h\u1ed7 tr\u1ee3 t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ng\u00e0nh L\u00e0m \u0111\u1eb9p thay \u0111\u1ed5i nhanh v\u1edbi s\u1ef1 xu\u1ea5t hi\u1ec7n li\u00ean t\u1ee5c c\u1ee7a nhi\u1ec1u xu h\u01b0\u1edbng m\u1edbi, t\u1eeb m\u1ef9 ph\u1ea9m thu\u1ea7n chay v\u00e0 l\u00e0nh t\u00ednh, l\u00e0n s\u00f3ng l\u00e0m \u0111\u1eb9p theo phong c\u00e1ch H\u00e0n Qu\u1ed1c, xu h\u01b0\u1edbng t\u1ed1i gi\u1ea3n trong ch\u0103m s\u00f3c da cho \u0111\u1ebfn c\u00e1c gi\u1ea3i ph\u00e1p l\u00e0m \u0111\u1eb9p c\u00e1 nh\u00e2n h\u00f3a. Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng gi\u00fap doanh nghi\u1ec7p nh\u1eadn di\u1ec7n s\u1edbm nh\u1eefng chuy\u1ec3n d\u1ecbch n\u00e0y, ch\u1ee7 \u0111\u1ed9ng x\u00e2y d\u1ef1ng k\u1ebf ho\u1ea1ch ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u00e0 k\u1ecbp th\u1eddi \u0111\u00f3n \u0111\u1ea7u nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vi\u1ec7c d\u1ef1 b\u00e1o \u0111\u00fang xu h\u01b0\u1edbng kh\u00f4ng ch\u1ec9 h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng trong ng\u1eafn h\u1ea1n m\u00e0 c\u00f2n t\u1ea1o n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc cho chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n d\u00e0i h\u1ea1n. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111i tr\u01b0\u1edbc xu h\u01b0\u1edbng th\u01b0\u1eddng x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c uy t\u00edn tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 duy tr\u00ec \u0111\u01b0\u1ee3c s\u1ef1 g\u1eafn b\u00f3 l\u00e2u d\u00e0i t\u1eeb kh\u00e1ch h\u00e0ng.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_ung_dung_nghien_cuu_thi_truong_thuong_mai_dien_tu_%e2%80%93_vi_du_tu_metric\"><\/span><b>4. \u1ee8ng d\u1ee5ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed &#8211; V\u00ed d\u1ee5 t\u1eeb Metric<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 gi\u00fap doanh nghi\u1ec7p h\u00ecnh dung r\u00f5 h\u01a1n c\u00e1ch \u1ee9ng d\u1ee5ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0o th\u1ef1c t\u1ebf, Metric s\u1eed d\u1ee5ng m\u1ed9t v\u00ed d\u1ee5 minh ho\u1ea1 mang t\u00ednh tham kh\u1ea3o trong ng\u00e0nh L\u00e0m \u0111\u1eb9p.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gi\u1ea3 \u0111\u1ecbnh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u skincare n\u1ed9i \u0111\u1ecba t\u1ea1i Vi\u1ec7t Nam \u0111ang v\u1eadn h\u00e0nh \u1ed5n \u0111\u1ecbnh tr\u00ean Shopee v\u00e0 TikTok Shop, v\u1edbi c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c thu\u1ed9c ph\u00e2n kh\u00fac trung c\u1ea5p nh\u01b0 s\u1eefa r\u1eeda m\u1eb7t v\u00e0 kem d\u01b0\u1ee1ng \u1ea9m, v\u00e0 mong mu\u1ed1n m\u1edf r\u1ed9ng danh m\u1ee5c b\u1eb1ng vi\u1ec7c ph\u00e1t tri\u1ec3n th\u00eam m\u1ed9t d\u00f2ng serum m\u1edbi. Khi \u0111\u00f3, doanh nghi\u1ec7p ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi ba b\u00e0i to\u00e1n l\u1edbn:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">C\u00f3 n\u00ean ph\u00e1t tri\u1ec3n th\u00eam d\u00f2ng serum m\u1edbi?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u1ee9c gi\u00e1 n\u00e0o l\u00e0 ph\u00f9 h\u1ee3p \u0111\u1ec3 c\u1ea1nh tranh nh\u01b0ng v\u1eabn \u0111\u1ea3m b\u1ea3o bi\u00ean l\u1ee3i nhu\u1eadn?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">N\u00ean t\u1eadp trung m\u1edf r\u1ed9ng tr\u00ean s\u00e0n n\u00e0o thay v\u00ec d\u00e0n tr\u1ea3i ngu\u1ed3n l\u1ef1c?<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"buoc_1_dung_nghien_cuu_thi_truong_tmdt_de_quyet_dinh_r_d_san_pham\"><\/span><b>B\u01b0\u1edbc 1: D\u00f9ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng TM\u0110T \u0111\u1ec3 quy\u1ebft \u0111\u1ecbnh R&amp;D s\u1ea3n ph\u1ea9m<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Thay v\u00ec b\u1eaft \u0111\u1ea7u t\u1eeb ph\u00f2ng lab,<\/span><span style=\"font-weight: 400;\"> th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean c\u00e1c s\u00e0n TM\u0110T th\u00f4ng qua c\u00e1c ho\u1ea1t \u0111\u1ed9ng:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Theo d\u00f5i c\u00e1c t\u1eeb kh\u00f3a t\u00ecm ki\u1ebfm li\u00ean quan \u0111\u1ebfn serum (ph\u1ee5c h\u1ed3i da, c\u1ea5p \u1ea9m, serum d\u1ecbu nh\u1eb9)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Ph\u00e2n t\u00edch \u0111\u00e1nh gi\u00e1 v\u00e0 ph\u1ea3n h\u1ed3i c\u1ee7a ng\u01b0\u1eddi d\u00f9ng \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y c\u00f9ng ph\u00e2n kh\u00fac<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; So s\u00e1nh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a c\u00e1c nh\u00f3m serum theo c\u00f4ng d\u1ee5ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh ph\u00e2n kh\u00fac c\u00f2n d\u01b0 \u0111\u1ecba.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1156 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-cong-dung.png?resize=740%2C493&#038;ssl=1\" alt=\"\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-cong-dung.png?w=2400&amp;ssl=1 2400w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-cong-dung.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-cong-dung.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-cong-dung.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-cong-dung.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-cong-dung.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-cong-dung.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-cong-dung.png?w=2220&amp;ssl=1 2220w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p><b>V\u00ed d\u1ee5:<\/b><span style=\"font-weight: 400;\"> Ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ebb quan t\u00e2m nhi\u1ec1u \u0111\u1ebfn serum ph\u1ee5c h\u1ed3i da, b\u1ea3ng th\u00e0nh ph\u1ea7n t\u1ed1i gi\u1ea3n, kh\u00f4ng m\u00f9i v\u00e0 ph\u00f9 h\u1ee3p da nh\u1ea1y c\u1ea3m. Trong khi \u0111\u00f3, ph\u00e2n kh\u00fac serum ch\u1ed1ng l\u00e3o h\u00f3a chuy\u00ean s\u00e2u \u0111\u00e3 c\u00f3 m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh cao v\u00e0 chi ph\u00ed marketing l\u1edbn. Khi \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u n\u00ean \u01b0u ti\u00ean ph\u00e1t tri\u1ec3n serum ph\u1ee5c h\u1ed3i da cho da nh\u1ea1y c\u1ea3m, thay v\u00ec ch\u1ea1y theo xu h\u01b0\u1edbng ch\u1ed1ng l\u00e3o h\u00f3a cao c\u1ea5p.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"buoc_2_kiem_chung_san_pham_truoc_khi_ra_mat\"><\/span><b>B\u01b0\u1edbc 2: Ki\u1ec3m ch\u1ee9ng s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi ra m\u1eaft<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Tr\u01b0\u1edbc khi tung s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng \u1edf quy m\u00f4 l\u1edbn, doanh nghi\u1ec7p ti\u1ebfn h\u00e0nh giai \u0111o\u1ea1n <\/span><span style=\"font-weight: 400;\">ki\u1ec3m ch\u1ee9ng<\/span><span style=\"font-weight: 400;\"> nh\u1eb1m \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 ph\u00f9 h\u1ee3p c\u1ee7a s\u1ea3n ph\u1ea9m v\u1edbi k\u1ef3 v\u1ecdng th\u1ef1c t\u1ebf c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m th\u1eed nghi\u1ec7m cho nh\u00f3m ng\u01b0\u1eddi d\u00f9ng m\u1ee5c ti\u00eau, ho\u1eb7c k\u1ebft h\u1ee3p v\u1edbi KOLs\/Influencer th\u00f4ng qua c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh nh\u01b0 mua 1 t\u1eb7ng 1, b\u00e1n combo k\u00e8m b\u1ea3n d\u00f9ng th\u1eed minisize.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">&#8211; Thu th\u1eadp ph\u1ea3n h\u1ed3i chi ti\u1ebft v\u1ec1 k\u1ebft c\u1ea5u, c\u1ea3m gi\u00e1c th\u1ea9m th\u1ea5u, m\u00f9i h\u01b0\u01a1ng v\u00e0 thi\u1ebft k\u1ebf bao b\u00ec.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">&#8211; \u0110\u1eb7t c\u00e1c ph\u1ea3n h\u1ed3i n\u00e0y trong b\u1ed1i c\u1ea3nh so s\u00e1nh v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f9ng ph\u00e2n kh\u00fac \u0111ang b\u00e1n ch\u1ea1y tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b>V\u00ed d\u1ee5:<\/b><span style=\"font-weight: 400;\"> Doanh nghi\u1ec7p nh\u1eadn th\u1ea5y s\u1ea3n ph\u1ea9m serum \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao v\u1ec1 hi\u1ec7u qu\u1ea3 ph\u1ee5c h\u1ed3i nh\u01b0ng thi\u1ebft k\u1ebf bao b\u00ec hi\u1ec7n t\u1ea1i ch\u01b0a \u0111\u1ee7 \u201ccao c\u1ea5p\u201d so v\u1edbi m\u1ee9c gi\u00e1 d\u1ef1 ki\u1ebfn. T\u1eeb \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u thay \u0111\u1ed5i thi\u1ebft k\u1ebf bao b\u00ec v\u00e0 tinh ch\u1ec9nh th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng tr\u01b0\u1edbc khi ra m\u1eaft ch\u00ednh th\u1ee9c.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"buoc_3_dung_nghien_cuu_thi_truong_de_dinh_gia_san_pham\"><\/span><b>B\u01b0\u1edbc 3: D\u00f9ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Thay v\u00ec \u0111\u1eb7t gi\u00e1 theo c\u1ea3m t\u00ednh ho\u1eb7c theo \u0111\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp, tr\u01b0\u1edbc khi ch\u1ed1t m\u1ee9c gi\u00e1 doanh nghi\u1ec7p ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; C\u00e1c ph\u00e2n kh\u00fac gi\u00e1 serum \u0111ang ghi nh\u1eadn doanh s\u1ed1 v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng t\u1ed1t tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">&#8211; \u0110\u1ed9 nh\u1ea1y gi\u00e1 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong ph\u00e2n kh\u00fac m\u1ee5c ti\u00eau, bao g\u1ed3m m\u1ee9c gi\u00e1 ch\u1ea5p nh\u1eadn v\u00e0 ng\u01b0\u1ee1ng t\u00e2m l\u00fd mua.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">&#8211; M\u1ed1i quan h\u1ec7 gi\u1eefa gi\u00e1 b\u00e1n &#8211; \u0111\u00e1nh gi\u00e1 ng\u01b0\u1eddi d\u00f9ng &#8211; t\u1ed1c \u0111\u1ed9 b\u00e1n, nh\u1eb1m x\u00e1c \u0111\u1ecbnh m\u1ee9c gi\u00e1 t\u1ed1i \u01b0u gi\u1eefa gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn v\u00e0 kh\u1ea3 n\u0103ng c\u1ea1nh tranh.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1155 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-gia.png?resize=740%2C493&#038;ssl=1\" alt=\"\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-gia.png?w=2400&amp;ssl=1 2400w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-gia.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-gia.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-gia.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-gia.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-gia.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-gia.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/02\/NCTT-theo-gia.png?w=2220&amp;ssl=1 2220w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p><b>V\u00ed d\u1ee5:<\/b><span style=\"font-weight: 400;\"> Doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c m\u1ed9t kho\u1ea3ng gi\u00e1 \u0111\u00e1p \u1ee9ng \u0111\u1ed3ng th\u1eddi ba y\u1ebfu t\u1ed1: nhu c\u1ea7u, th\u1ecb tr\u01b0\u1eddng \u0111\u1ee7 l\u1edbn, kh\u1ea3 n\u0103ng ch\u1ea5p nh\u1eadn gi\u00e1 t\u1ed1t t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c t\u1ebf ch\u01b0a qu\u00e1 cao. D\u1ef1a tr\u00ean c\u01a1 s\u1edf n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc \u0111\u1ecbnh v\u1ecb m\u1ee9c gi\u00e1 cho s\u1ea3n ph\u1ea9m m\u1edbi, nh\u1eb1m ph\u00f9 h\u1ee3p v\u1edbi k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ee5c ti\u00eau v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng th\u01b0\u01a1ng hi\u1ec7u tr\u00ean k\u00eanh TM\u0110T.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"buoc_4_quyet_dinh_kenh_phan_phoi_dua_tren_du_lieu\"><\/span><b>B\u01b0\u1edbc 4: Quy\u1ebft \u0111\u1ecbnh k\u00eanh ph\u00e2n ph\u1ed1i d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Tr\u00ean ph\u1ea1m vi th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, tr\u01b0\u1edbc khi ra m\u1eaft s\u1ea3n ph\u1ea9m, doanh nghi\u1ec7p ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch d\u1eef li\u1ec7u b\u00e1n h\u00e0ng v\u00e0 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng kh\u00e1c nhau, t\u1eadp trung v\u00e0o:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Hi\u1ec7u su\u1ea5t doanh s\u1ed1 v\u00e0 s\u1ea3n l\u01b0\u1ee3ng theo t\u1eebng k\u00eanh b\u00e1n, bao g\u1ed3m Shopee, TikTok Shop v\u00e0 Lazada.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">&#8211; M\u1ed1i quan h\u1ec7 gi\u1eefa n\u1ed9i dung &#8211; \u0111\u00e1nh gi\u00e1 &#8211; t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i tr\u00ean t\u1eebng k\u00eanh, nh\u1eb1m x\u00e1c \u0111\u1ecbnh \u0111\u00e2u l\u00e0 n\u1ec1n t\u1ea3ng ph\u00f9 h\u1ee3p cho giai \u0111o\u1ea1n ra m\u1eaft v\u00e0 \u0111\u00e2u l\u00e0 k\u00eanh ph\u00f9 h\u1ee3p \u0111\u1ec3 m\u1edf r\u1ed9ng quy m\u00f4.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nh\u00ecn chung, v\u00ed d\u1ee5 tr\u00ean ch\u1ec9 mang t\u00ednh minh ho\u1ea1 \u0111\u1ec3 cho th\u1ea5y nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u1ee9ng d\u1ee5ng xuy\u00ean su\u1ed1t t\u1eeb R&amp;D, \u0111\u1ecbnh gi\u00e1 \u0111\u1ebfn l\u1ef1a ch\u1ecdn k\u00eanh ph\u00e2n ph\u1ed1i trong ng\u00e0nh L\u00e0m \u0111\u1eb9p. Tr\u00ean th\u1ef1c t\u1ebf, m\u1ed7i doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh c\u00e1ch ti\u1ebfp c\u1eadn cho ph\u00f9 h\u1ee3p v\u1edbi quy m\u00f4, m\u1ee5c ti\u00eau v\u00e0 ngu\u1ed3n l\u1ef1c c\u1ee7a m\u00ecnh, thay v\u00ec \u00e1p d\u1ee5ng theo m\u1ed9t khu\u00f4n m\u1eabu c\u1ed1 \u0111\u1ecbnh.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_ket_luan\"><\/span><b>5. K\u1ebft lu\u1eadn<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p ng\u00e0y nay kh\u00f4ng ch\u1ec9 \u0111\u00f3ng vai tr\u00f2 h\u1ed7 tr\u1ee3 m\u00e0 l\u00e0 y\u1ebfu t\u1ed1 s\u1ed1ng c\u00f2n trong m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh ng\u00e0y c\u00e0ng gay g\u1eaft. Nh\u1eefng doanh nghi\u1ec7p \u0111\u1ea7u t\u01b0 nghi\u00eam t\u00fac v\u00e0o nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng b\u00e0i b\u1ea3n s\u1ebd c\u00f3 l\u1ee3i th\u1ebf r\u00f5 r\u1ec7t trong vi\u1ec7c th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng, \u0111\u00e1nh gi\u00e1 c\u1ea1nh tranh, ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u00e0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ch\u00ednh x\u00e1c.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p Vi\u1ec7t Nam \u0111ang ph\u00e1t tri\u1ec3n nhanh v\u1edbi nhi\u1ec1u c\u01a1 h\u1ed9i v\u00e0 th\u00e1ch th\u1ee9c, vi\u1ec7c tri\u1ec3n khai nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch khoa h\u1ecdc v\u00e0 th\u01b0\u1eddng xuy\u00ean s\u1ebd gi\u00fap doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 duy tr\u00ec t\u0103ng tr\u01b0\u1edfng m\u00e0 c\u00f2n x\u00e2y d\u1ef1ng n\u1ec1n t\u1ea3ng ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng trong d\u00e0i h\u1ea1n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 t\u00ecm hi\u1ec3u v\u1ec1 d\u1eef li\u1ec7u TM\u0110T ch\u00ednh x\u00e1c g\u1ed3m xu h\u01b0\u1edbng ng\u00e0nh h\u00e0ng, xu h\u01b0\u1edbng R&amp;D s\u1ea3n ph\u1ea9m v\u00e0 hi\u1ec7u qu\u1ea3 k\u00eanh b\u00e1n trong ng\u00e0nh L\u00e0m \u0111\u1eb9p, vui l\u00f2ng \u0111\u1ec3 l\u1ea1i y\u00eau c\u1ea7u t\u01b0 v\u1ea5n v\u1ec1 cho Metric qua email: <\/span><a href=\"mailto:marketing@metric.vn\"><span style=\"font-weight: 400;\">marketing@metric.vn<\/span><\/a><span style=\"font-weight: 400;\">, ho\u1eb7c website: https:\/\/metric.vn\/solutions\/metric-market-research<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u2014&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;-<\/span><\/i><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">V\u1ec1 <\/span><\/i><a href=\"http:\/\/metric.vn\/\"><i><span style=\"font-weight: 400;\">Metric.vn<\/span><\/i><\/a><\/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, \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7 Big Data &amp; AI \u0111\u1ec3 cung c\u1ea5p c\u00e1c gi\u1ea3i ph\u00e1p Market Intelligence v\u00e0 Business Intelligence.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Metric hi\u1ec7n \u0111ang h\u1ed7 tr\u1ee3 h\u01a1n 1.500 doanh nghi\u1ec7p h\u00e0ng \u0111\u1ea7u Vi\u1ec7t Nam, \u0111\u1eb7t m\u1ee5c ti\u00eau ch\u1ea1m m\u1ed1c 10.000 doanh nghi\u1ec7p v\u00e0o n\u0103m 2030 v\u00e0 ti\u1ebfp t\u1ee5c kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf l\u00e0 \u0111\u1ed1i t\u00e1c chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a 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 Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed &amp; Kinh t\u1ebf s\u1ed1 (B\u1ed9 C\u00f4ng Th\u01b0\u01a1ng), c\u00e1c n\u1ec1n t\u1ea3ng TM\u0110T h\u00e0ng \u0111\u1ea7u.<\/span><\/i><\/p>\n<ul>\n<li><i><span style=\"font-weight: 400;\">Website:<\/span><\/i><a href=\"https:\/\/www.metric.vn\/\"><i><span style=\"font-weight: 400;\"> https:\/\/www.metric.vn<\/span><\/i><\/a><\/li>\n<li><i><span style=\"font-weight: 400;\">Email: info@metric.vn<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">Phone Number: 0338 062 221<\/span><\/i><\/li>\n<\/ul>\n<p>&nbsp;<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 ph\u01b0\u01a1ng ph\u00e1p quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u00e1nh gi\u00e1 v\u1ecb th\u1ebf c\u1ea1nh tranh v\u00e0&#46;&#46;&#46;<\/p>\n","protected":false},"author":1,"featured_media":1157,"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-1146","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\/02\/Thumbnail-blog-metric-1-1.png?fit=2339%2C1560&ssl=1","_links":{"self":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1146","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=1146"}],"version-history":[{"count":4,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1146\/revisions"}],"predecessor-version":[{"id":1162,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1146\/revisions\/1162"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media\/1157"}],"wp:attachment":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media?parent=1146"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/categories?post=1146"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/tags?post=1146"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}