{"id":1259,"date":"2026-03-19T13:37:04","date_gmt":"2026-03-19T06:37:04","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=1259"},"modified":"2026-03-19T13:37:04","modified_gmt":"2026-03-19T06:37:04","slug":"ra-mat-ebook-nganh-lam-dep-cham-soc-ca-nhan-tren-tmdt-viet-nam-2026","status":"publish","type":"post","link":"https:\/\/metric.vn\/insights\/ra-mat-ebook-nganh-lam-dep-cham-soc-ca-nhan-tren-tmdt-viet-nam-2026\/","title":{"rendered":"Ra m\u1eaft Ebook ng\u00e0nh L\u00e0m \u0111\u1eb9p &#038; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n tr\u00ean TM\u0110T Vi\u1ec7t Nam 2026"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n l\u00e0 m\u1ed9t trong nh\u1eefng \u0111\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng ch\u00ednh c\u1ee7a TM\u0110T Vi\u1ec7t Nam trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y (Ngu\u1ed3n: Metric.vn). Tuy nhi\u00ean, \u0111\u00e0 t\u0103ng tr\u01b0\u1edfng n\u00e0y \u0111i k\u00e8m \u00e1p l\u1ef1c c\u1ea1nh tranh gia t\u0103ng v\u00e0 y\u00eau c\u1ea7u th\u00edch \u1ee9ng v\u1edbi h\u00e0nh vi ti\u00eau d\u00f9ng hi\u1ec7n \u0111\u1ea1i. Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, Metric ph\u1ed1i h\u1ee3p c\u00f9ng UpBase ra m\u1eaft \u1ea5n ph\u1ea9m \u201cBeauty &amp; Personal Care E-commerce in Vietnam: From Volume to Value\u201d, mang \u0111\u1ebfn g\u00f3c nh\u00ecn d\u1eef li\u1ec7u to\u00e0n di\u1ec7n v\u1ec1 s\u1ef1 chuy\u1ec3n d\u1ecbch chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a ng\u00e0nh.<\/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\/ra-mat-ebook-nganh-lam-dep-cham-soc-ca-nhan-tren-tmdt-viet-nam-2026\/#nganh_lam_dep_cham_soc_ca_nhan_tang_truong_manh_tren_tmdt\" title=\"Ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n t\u0103ng tr\u01b0\u1edfng m\u1ea1nh tr\u00ean TM\u0110T\">Ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n t\u0103ng tr\u01b0\u1edfng m\u1ea1nh tr\u00ean 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\/ra-mat-ebook-nganh-lam-dep-cham-soc-ca-nhan-tren-tmdt-viet-nam-2026\/#03_tin_hieu_cho_thay_nganh_lam_dep_cham_soc_ca_nhan_dang_buoc_sang_giai_doan_tang_truong_moi\" title=\"03 t\u00edn hi\u1ec7u cho th\u1ea5y ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n \u0111ang b\u01b0\u1edbc sang giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng m\u1edbi\">03 t\u00edn hi\u1ec7u cho th\u1ea5y ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n \u0111ang b\u01b0\u1edbc sang giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng m\u1edbi<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/metric.vn\/insights\/ra-mat-ebook-nganh-lam-dep-cham-soc-ca-nhan-tren-tmdt-viet-nam-2026\/#1_toc_do_tang_truong_cua_doanh_thu_di_truoc_san_luong\" title=\"1. T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a doanh thu \u0111i tr\u01b0\u1edbc s\u1ea3n l\u01b0\u1ee3ng\">1. T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a doanh thu \u0111i tr\u01b0\u1edbc s\u1ea3n l\u01b0\u1ee3ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/metric.vn\/insights\/ra-mat-ebook-nganh-lam-dep-cham-soc-ca-nhan-tren-tmdt-viet-nam-2026\/#2_nguoi_tieu_dung_tro_nen_can_trong_hon_trong_nhieu_nam_gan_day\" title=\"2. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1edf n\u00ean c\u1ea9n tr\u1ecdng h\u01a1n trong nhi\u1ec1u n\u0103m g\u1ea7n \u0111\u00e2y\u00a0\">2. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1edf n\u00ean c\u1ea9n tr\u1ecdng h\u01a1n trong nhi\u1ec1u n\u0103m g\u1ea7n \u0111\u00e2y\u00a0<\/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\/ra-mat-ebook-nganh-lam-dep-cham-soc-ca-nhan-tren-tmdt-viet-nam-2026\/#3_cuoc_dua_san_luong_dang_tro_thanh_%e2%80%9cbay_loi_nhuan%e2%80%9d\" title=\"3. Cu\u1ed9c \u0111ua s\u1ea3n l\u01b0\u1ee3ng \u0111ang tr\u1edf th\u00e0nh \u201cb\u1eaby l\u1ee3i nhu\u1eadn\u201d\">3. Cu\u1ed9c \u0111ua s\u1ea3n l\u01b0\u1ee3ng \u0111ang tr\u1edf th\u00e0nh \u201cb\u1eaby l\u1ee3i nhu\u1eadn\u201d<\/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\/ra-mat-ebook-nganh-lam-dep-cham-soc-ca-nhan-tren-tmdt-viet-nam-2026\/#metric_va_upbase_ra_mat_tai_lieu_phan_tich_chi_ra_xu_huong_thi_truong_nganh\" title=\"Metric v\u00e0 UpBase ra m\u1eaft t\u00e0i li\u1ec7u ph\u00e2n t\u00edch, ch\u1ec9 ra xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng ng\u00e0nh\">Metric v\u00e0 UpBase ra m\u1eaft t\u00e0i li\u1ec7u ph\u00e2n t\u00edch, ch\u1ec9 ra xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng ng\u00e0nh<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/metric.vn\/insights\/ra-mat-ebook-nganh-lam-dep-cham-soc-ca-nhan-tren-tmdt-viet-nam-2026\/#loi_ket\" title=\"L\u1eddi k\u1ebft\">L\u1eddi k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"nganh_lam_dep_cham_soc_ca_nhan_tang_truong_manh_tren_tmdt\"><\/span><b>Ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n t\u0103ng tr\u01b0\u1edfng m\u1ea1nh tr\u00ean TM\u0110T<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n (Beauty &amp; Personal Care) ng\u00e0y c\u00e0ng kh\u1eb3ng \u0111\u1ecbnh vai tr\u00f2 l\u00e0 m\u1ed9t trong nh\u1eefng tr\u1ee5 c\u1ed9t t\u0103ng tr\u01b0\u1edfng c\u1ee7a TM\u0110T Vi\u1ec7t Nam. Theo B\u00e1o c\u00e1o th\u1ecb tr\u01b0\u1eddng b\u00e1n l\u1ebb tr\u1ef1c tuy\u1ebfn Vi\u1ec7t Nam 2025 c\u1ee7a Metric, L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n d\u1eabn \u0111\u1ea7u to\u00e0n th\u1ecb tr\u01b0\u1eddng v\u1edbi doanh s\u1ed1 74.4 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng, t\u0103ng g\u1ea7n 30% so v\u1edbi n\u0103m 2024. Ri\u00eang Qu\u00fd 4\/2025, doanh thu \u0111\u1ea1t 15,3 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng, t\u0103ng 23% so v\u1edbi Qu\u00fd 3 v\u00e0 c\u00f9ng k\u1ef3 n\u0103m 2024. \u0110\u1ed3ng th\u1eddi, chi\u1ebfm 14% t\u1ed5ng quy m\u00f4 th\u1ecb tr\u01b0\u1eddng TM\u0110T trong hai qu\u00fd li\u00ean ti\u1ebfp, v\u1edbi c\u00e1c danh m\u1ee5c ch\u1ee7 l\u1ef1c g\u1ed3m Ch\u0103m s\u00f3c da m\u1eb7t, Ch\u0103m s\u00f3c c\u01a1 th\u1ec3, Ch\u0103m s\u00f3c t\u00f3c, Trang \u0111i\u1ec3m, N\u01b0\u1edbc hoa v\u00e0 V\u1ec7 sinh c\u00e1 nh\u00e2n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Statista d\u1ef1 b\u00e1o ng\u00e0nh M\u1ef9 ph\u1ea9m Vi\u1ec7t Nam s\u1ebd \u0111\u1ea1t quy m\u00f4 3 t\u1ef7 USD v\u00e0o n\u0103m 2026, v\u1edbi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng CAGR 8,3% trong giai \u0111o\u1ea1n 2024-2028, cao h\u01a1n nhi\u1ec1u ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng nhanh kh\u00e1c. B\u00ean c\u1ea1nh \u0111\u00f3, d\u1eef li\u1ec7u t\u1eeb Kantar Worldpanel Vietnam ghi nh\u1eadn m\u1ee9c t\u0103ng chi ti\u00eau cho c\u00e1c s\u1ea3n ph\u1ea9m Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n \u0111\u1ea1t kho\u1ea3ng 12% m\u1ed7i n\u0103m, d\u1eabn \u0111\u1ea7u trong nh\u00f3m FMCG. Con s\u1ed1 n\u00e0y cho th\u1ea5y th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n v\u1eabn gi\u00e0u ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng, nh\u01b0ng c\u0169ng \u0111\u1ed1i m\u1eb7t v\u1edbi \u00e1p l\u1ef1c c\u1ea1nh tranh ng\u00e0y c\u00e0ng gay g\u1eaft.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"03_tin_hieu_cho_thay_nganh_lam_dep_cham_soc_ca_nhan_dang_buoc_sang_giai_doan_tang_truong_moi\"><\/span><b>03 t\u00edn hi\u1ec7u cho th\u1ea5y ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n \u0111ang b\u01b0\u1edbc sang giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng m\u1edbi<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sau giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng n\u00f3ng, th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n tr\u00ean TM\u0110T Vi\u1ec7t Nam \u0111ang xu\u1ea5t hi\u1ec7n nh\u1eefng d\u1ea5u hi\u1ec7u cho th\u1ea5y s\u1ef1 chuy\u1ec3n d\u1ecbch quan tr\u1ecdng: t\u1eeb t\u0103ng tr\u01b0\u1edfng theo s\u1ea3n l\u01b0\u1ee3ng sang t\u0103ng tr\u01b0\u1edfng theo gi\u00e1 tr\u1ecb. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 3 d\u1ea5u hi\u1ec7u cho th\u1ea5y s\u1ef1 thay \u0111\u1ed5i n\u00e0y \u0111ang di\u1ec5n ra r\u00f5 n\u00e9t:\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_toc_do_tang_truong_cua_doanh_thu_di_truoc_san_luong\"><\/span><b>1. T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a doanh thu \u0111i tr\u01b0\u1edbc s\u1ea3n l\u01b0\u1ee3ng<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Trong Qu\u00fd 4\/2025, s\u1ea3n l\u01b0\u1ee3ng b\u00e1n ra ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n \u0111\u1ea1t 79,3 tri\u1ec7u s\u1ea3n ph\u1ea9m, t\u0103ng 9% so v\u1edbi qu\u00fd tr\u01b0\u1edbc, nh\u01b0ng l\u1ea1i gi\u1ea3m 2% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m 2024. T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng doanh thu (+23%) cao g\u1ea5p h\u01a1n 2,5 l\u1ea7n t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng s\u1ea3n l\u01b0\u1ee3ng (+9%), \u0111\u1ed3ng th\u1eddi gi\u00e1 tr\u1ecb trung b\u00ecnh m\u1ed7i s\u1ea3n ph\u1ea9m b\u00e1n ra (Average Unit Price &#8211; AUP) c\u0169ng ghi nh\u1eadn t\u0103ng 13% cho th\u1ea5y gi\u00e1 tr\u1ecb tr\u00ean m\u1ed7i \u0111\u01a1n h\u00e0ng \u0111ang tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng trong k\u1ef3.\u00a0<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1261 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/102.png?resize=740%2C493&#038;ssl=1\" alt=\"3 t\u00edn hi\u1ec7u cho th\u1ea5y ng\u00e0nh L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T Vi\u1ec7t Nam b\u01b0\u1edbc v\u00e0o giai \u0111o\u1ea1n c\u1ea1nh tranh m\u1edbi\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/102.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/102.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/102.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/102.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/102.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/102.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/102.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">B\u00ean c\u1ea1nh \u0111\u00f3, th\u1ecb tr\u01b0\u1eddng c\u0169ng ch\u1ee9ng ki\u1ebfn s\u1ef1 s\u00e0ng l\u1ecdc ng\u00e0y c\u00e0ng r\u00f5 n\u00e9t gi\u1eefa c\u00e1c nh\u00e0 b\u00e1n. D\u00f9 doanh thu v\u00e0 s\u1ea3n l\u01b0\u1ee3ng t\u0103ng, s\u1ed1 l\u01b0\u1ee3ng gian h\u00e0ng trong ng\u00e0nh l\u1ea1i ghi nh\u1eadn s\u1ef1 s\u1ee5t gi\u1ea3m. Qu\u00fd 4\/2025 s\u1ed1 l\u01b0\u1ee3ng shop ho\u1ea1t \u0111\u1ed9ng gi\u1ea3m 8% so v\u1edbi qu\u00fd tr\u01b0\u1edbc v\u00e0 13% so v\u1edbi c\u00f9ng k\u1ef3, ph\u1ea3n \u00e1nh qu\u00e1 tr\u00ecnh s\u00e0ng l\u1ecdc \u0111ang di\u1ec5n ra, khi m\u1ed9t ph\u1ea7n nh\u00e0 b\u00e1n r\u00fat lui ho\u1eb7c gi\u1ea3m ho\u1ea1t \u0111\u1ed9ng. \u0110\u1ed3ng th\u1eddi, \u0111\u00e2y c\u0169ng l\u00e0 d\u1ea5u hi\u1ec7u cho th\u1ea5y th\u1ecb tr\u01b0\u1eddng \u0111ang chuy\u1ec3n d\u1ecbch t\u1eeb t\u0103ng tr\u01b0\u1edfng theo chi\u1ec1u r\u1ed9ng sang chi\u1ec1u s\u00e2u, n\u01a1i l\u1ee3i th\u1ebf d\u1ea7n nghi\u00eang v\u1ec1 c\u00e1c doanh nghi\u1ec7p c\u00f3 n\u0103ng l\u1ef1c v\u1eadn h\u00e0nh t\u1ed1t, \u0111\u1ea7u t\u01b0 b\u00e0i b\u1ea3n v\u00e0o s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. <\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_nguoi_tieu_dung_tro_nen_can_trong_hon_trong_nhieu_nam_gan_day\"><\/span><b>2. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1edf n\u00ean c\u1ea9n tr\u1ecdng h\u01a1n trong nhi\u1ec1u n\u0103m g\u1ea7n \u0111\u00e2y\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u1eb7c bi\u1ec7t l\u00e0 Gen Z, ng\u00e0y c\u00e0ng ch\u1ee7 \u0111\u1ed9ng t\u00ecm hi\u1ec3u v\u1ec1 th\u00e0nh ph\u1ea7n, c\u00f4ng d\u1ee5ng v\u00e0 \u0111\u1ed9 minh b\u1ea1ch c\u1ee7a s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh mua. Theo Q&amp;Me Skincare Industry Report 2026, 84% ng\u01b0\u1eddi d\u00f9ng \u01b0u ti\u00ean c\u00e1c th\u00e0nh ph\u1ea7n r\u00f5 r\u00e0ng, minh b\u1ea1ch v\u00e0 82% mong mu\u1ed1n s\u1ef1 c\u1ea3i thi\u1ec7n l\u00e2u d\u00e0i, b\u1ec1n v\u1eefng thay v\u00ec k\u1ebft qu\u1ea3 t\u1ee9c th\u1eddi.\u00a0<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1262 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/103.png?resize=740%2C493&#038;ssl=1\" alt=\"\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/103.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/103.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/103.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/103.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/103.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/103.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/103.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">B\u00ean c\u1ea1nh \u0111\u00f3, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang \u01b0u ti\u00ean mua h\u00e0ng ch\u00ednh h\u00e3ng t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u uy t\u00edn. D\u1eef li\u1ec7u t\u1eeb Metric cho th\u1ea5y trong Qu\u00fd 4\/2025, doanh thu t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng (Shop Mall) chi\u1ebfm 64,4% th\u1ecb ph\u1ea7n, t\u0103ng 36% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc. \u0110\u1eb7c bi\u1ec7t, gi\u00e1 tr\u1ecb trung b\u00ecnh m\u1ed7i s\u1ea3n ph\u1ea9m b\u00e1n ra (Average Unit Price &#8211; AUP) c\u1ee7a gian h\u00e0ng ch\u00ednh h\u00e3ng l\u00ean t\u1edbi 235.000 \u0111\u1ed3ng, cao h\u01a1n kho\u1ea3ng g\u1ea5p 1,5 l\u1ea7n so v\u1edbi gian h\u00e0ng th\u01b0\u1eddng (146.000 \u0111\u1ed3ng). \u0110i\u1ec1u n\u00e0y cho th\u1ea5y ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng tr\u1ea3 gi\u00e1 cao h\u01a1n \u0111\u1ec3 \u0111\u1ed5i l\u1ea5y s\u1ef1 an t\u00e2m v\u1ec1 ngu\u1ed3n g\u1ed1c, ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 tr\u1ea3i nghi\u1ec7m mua s\u1eafm.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_cuoc_dua_san_luong_dang_tro_thanh_%e2%80%9cbay_loi_nhuan%e2%80%9d\"><\/span><b>3. Cu\u1ed9c \u0111ua s\u1ea3n l\u01b0\u1ee3ng \u0111ang tr\u1edf th\u00e0nh \u201cb\u1eaby l\u1ee3i nhu\u1eadn\u201d<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Trong khi GMV to\u00e0n ng\u00e0nh t\u0103ng tr\u01b0\u1edfng 23,2% (Ngu\u1ed3n: Metric), c\u00e1c doanh nghi\u1ec7p l\u1ea1i ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi \u00e1p l\u1ef1c chi ph\u00ed ng\u00e0y c\u00e0ng gia t\u0103ng. T\u00ednh \u0111\u1ebfn \u0111\u1ea7u n\u0103m 2026, t\u1ed5ng ph\u00ed s\u00e0n tr\u00ean Shopee (bao g\u1ed3m ph\u00ed c\u1ed1 \u0111\u1ecbnh, ph\u00ed thanh to\u00e1n v\u00e0 c\u00e1c g\u00f3i h\u1ed7 tr\u1ee3 marketing) c\u00f3 th\u1ec3 l\u00ean t\u1edbi 15-18% tr\u00ean m\u1ed7i \u0111\u01a1n h\u00e0ng th\u00e0nh c\u00f4ng (Ngu\u1ed3n: UpBase).<\/p>\n<p><span style=\"font-weight: 400;\">Song song \u0111\u00f3, chi ph\u00ed \u0111\u1ec3 s\u1edf h\u1eefu m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi (CAC) t\u0103ng tr\u01b0\u1edfng trung b\u00ecnh 25-30% m\u1ed7i n\u0103m (Ngu\u1ed3n: UpBase). Trong khi gi\u00e1 th\u1ea7u qu\u1ea3ng c\u00e1o v\u00e0 chi ph\u00ed booking KOC\/KOL li\u00ean t\u1ee5c leo thang do c\u1ea1nh tranh kh\u1ed1c li\u1ec7t. \u0110i\u1ec1u n\u00e0y khi\u1ebfn nhi\u1ec1u doanh nghi\u1ec7p r\u01a1i v\u00e0o v\u00f2ng xo\u00e1y \u201cmua traffic\u201d, ph\u1ee5 thu\u1ed9c v\u00e0o qu\u1ea3ng c\u00e1o v\u00e0 gi\u1ea3m gi\u00e1 \u0111\u1ec3 duy tr\u00ec \u0111\u01a1n h\u00e0ng, trong khi bi\u00ean l\u1ee3i nhu\u1eadn ng\u00e0y c\u00e0ng b\u1ecb thu h\u1eb9p.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vi\u1ec7c l\u1ea1m d\u1ee5ng Flash Sale c\u0169ng l\u00e0m b\u00e0i to\u00e1n tr\u1edf n\u00ean kh\u00f3 h\u01a1n. D\u00f9 c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y doanh s\u1ed1 trong ng\u1eafn h\u1ea1n, c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh gi\u1ea3m gi\u00e1 li\u00ean t\u1ee5c l\u1ea1i l\u00e0m suy y\u1ebfu bi\u00ean l\u1ee3i nhu\u1eadn v\u00e0 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u trong d\u00e0i h\u1ea1n. Khi gi\u00e1 khuy\u1ebfn m\u00e3i d\u1ea7n tr\u1edf th\u00e0nh \u201cgi\u00e1 tham chi\u1ebfu\u201d trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng, doanh nghi\u1ec7p s\u1ebd g\u1eb7p kh\u00f3 kh\u0103n trong vi\u1ec7c quay l\u1ea1i m\u1ee9c gi\u00e1 ni\u00eam y\u1ebft, t\u1eeb \u0111\u00f3 r\u01a1i v\u00e0o v\u00f2ng l\u1eb7p gi\u1ea3m gi\u00e1 li\u00ean t\u1ee5c.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"metric_va_upbase_ra_mat_tai_lieu_phan_tich_chi_ra_xu_huong_thi_truong_nganh\"><\/span><b>Metric v\u00e0 UpBase ra m\u1eaft t\u00e0i li\u1ec7u ph\u00e2n t\u00edch, ch\u1ec9 ra xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng ng\u00e0nh<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Nh\u1eb1m h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 s\u1ef1 chuy\u1ec3n d\u1ecbch c\u1ee7a th\u1ecb tr\u01b0\u1eddng, Metric h\u1ee3p t\u00e1c c\u00f9ng UpBase ra m\u1eaft \u1ea5n ph\u1ea9m: <\/span><b><i>\u201cBeauty &amp; Personal Care E-commerce in Vietnam: From Volume to Value\u201d.<\/i><\/b><span style=\"font-weight: 400;\"> V\u1edbi h\u01a1n 100 trang ph\u00e2n t\u00edch chuy\u00ean s\u00e2u, Ebook t\u1eadp trung v\u00e0o c\u00e1c n\u1ed9i dung ch\u00ednh:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To\u00e0n c\u1ea3nh th\u1ecb tr\u01b0\u1eddng v\u00e0 \u00e1p l\u1ef1c t\u0103ng tr\u01b0\u1edfng tr\u00ean TM\u0110T<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">S\u1ef1 thay \u0111\u1ed5i h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng m\u1edbi<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Danh m\u1ee5c s\u1ea3n ph\u1ea9m v\u00e0 c\u00e1c \u0111\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng ch\u00ednh<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Khung \u0111o l\u01b0\u1eddng v\u00e0 chi\u1ebfn l\u01b0\u1ee3c chuy\u1ec3n d\u1ecbch t\u1eeb Volume sang Value<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Case study th\u1ef1c t\u1ebf t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u0103ng tr\u01b0\u1edfng n\u1ed5i b\u1eadt tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Kh\u00f4ng ch\u1ec9 cung c\u1ea5p d\u1eef li\u1ec7u, Ebook c\u00f2n \u0111\u01b0a ra ph\u01b0\u01a1ng ph\u00e1p lu\u1eadn, khung chi\u1ebfn l\u01b0\u1ee3c v\u00e0 c\u00e1ch tri\u1ec3n khai th\u1ef1c t\u1ebf, gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 c\u00e1ch chuy\u1ec3n t\u1eeb \u201cb\u00e1n nhi\u1ec1u h\u01a1n\u201d sang t\u1ea1o ra nhi\u1ec1u gi\u00e1 tr\u1ecb h\u01a1n tr\u00ean m\u1ed7i \u0111\u01a1n h\u00e0ng v\u00e0 m\u1ed7i kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/ecommerce.metric.vn\/ebookbeauty2026?utm_source=metric&amp;utm_medium=brandsvietnam&amp;utm_campaign=ebook_beauty_2026&amp;utm_content=blog1\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1265 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/Metric_Post-8-1-1.png?resize=740%2C493&#038;ssl=1\" alt=\"\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/Metric_Post-8-1-1.png?w=2400&amp;ssl=1 2400w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/Metric_Post-8-1-1.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/Metric_Post-8-1-1.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/Metric_Post-8-1-1.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/Metric_Post-8-1-1.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/Metric_Post-8-1-1.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/Metric_Post-8-1-1.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/Metric_Post-8-1-1.png?w=2220&amp;ssl=1 2220w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"loi_ket\"><\/span><b>L\u1eddi k\u1ebft<\/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 &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n tr\u00ean TM\u0110T Vi\u1ec7t Nam kh\u00f4ng c\u00f2n v\u1eadn h\u00e0nh theo h\u01b0\u1edbng \u201cb\u00e1n \u0111\u01b0\u1ee3c nhi\u1ec1u l\u00e0 th\u1eafng\u201d. Giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng n\u00f3ng d\u1ef1a tr\u00ean s\u1ea3n l\u01b0\u1ee3ng \u0111\u00e3 qua, thay v\u00e0o \u0111\u00f3 l\u00e0 m\u1ed9t cu\u1ed9c c\u1ea1nh tranh m\u1edbi d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb, ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 kh\u1ea3 n\u0103ng th\u1ea5u hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean d\u1eef li\u1ec7u ch\u00ednh x\u00e1c, hi\u1ec3u r\u00f5 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng v\u00e0 h\u1ecdc h\u1ecfi t\u1eeb nh\u1eefng case study th\u00e0nh c\u00f4ng tr\u1edf n\u00ean c\u1ef1c k\u1ef3 quan tr\u1ecdng.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">T\u1ea3i ngay Ebook <\/span><a href=\"https:\/\/ecommerce.metric.vn\/ebookbeauty2026?utm_source=metric&amp;utm_medium=brandsvietnam&amp;utm_campaign=ebook_beauty_2026&amp;utm_content=blog1\"><b>t\u1ea1i \u0111\u00e2y<\/b><\/a><span style=\"font-weight: 400;\"> \u0111\u1ec3 kh\u00e1m ph\u00e1 to\u00e0n c\u1ea3nh th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng th\u1ef1c ti\u1ec5n tr\u00ean TM\u0110T Vi\u1ec7t Nam.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">\u2014&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8211;<\/span><\/p>\n<blockquote><p><em><span style=\"font-weight: 400;\">V\u1ec1 <\/span><a href=\"http:\/\/metric.vn\/\"><span style=\"font-weight: 400;\">Metric.vn<\/span><\/a><\/em><\/p>\n<p><em><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. Metric \u0111\u1ed3ng h\u00e0nh c\u00f9ng doanh nghi\u1ec7p, chuy\u1ec3n ho\u00e1 d\u1eef li\u1ec7u th\u00e0nh t\u00e0i s\u1ea3n chi\u1ebfn l\u01b0\u1ee3c v\u00e0 t\u0103ng tr\u01b0\u1edfng cho doanh nghi\u1ec7p, gi\u00fap t\u0103ng t\u1ed1c th\u1ef1c thi v\u00e0 ra quy\u1ebf<\/span><\/em><i><span style=\"font-weight: 400;\">t \u0111\u1ecbnh nhanh h\u01a1n \u0111\u1ebfn 10 l\u1ea7n.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">V\u1ec1 <\/span><\/i><a href=\"https:\/\/www.upbase.vn\/\"><i><span style=\"font-weight: 400;\">UpBase.vn<\/span><\/i><\/a><\/p>\n<p><i><span style=\"font-weight: 400;\">C\u00f4ng ty C\u1ed5 ph\u1ea7n C\u00f4ng ngh\u1ec7 UpBase l\u00e0 Tech-driven eCommerce Enabler h\u00e0ng \u0111\u1ea7u. B\u1eb1ng s\u1ef1 th\u1ea5u hi\u1ec3u s\u00e2u s\u1eafc v\u1ec1 ng\u00e0nh v\u00e0 n\u0103ng l\u1ef1c v\u1eadn h\u00e0nh d\u1ef1a tr\u00ean n\u1ec1n t\u1ea3ng c\u00f4ng ngh\u1ec7, UpBase cung c\u1ea5p chi\u1ebfn l\u01b0\u1ee3c e-Commerce to\u00e0n di\u1ec7n, \u0111\u1ed3ng h\u00e0nh c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u chuy\u1ec3n \u0111\u1ed5i t\u1eeb m\u00f4 h\u00ecnh t\u0103ng tr\u01b0\u1edfng r\u1eddi r\u1ea1c sang m\u1ed9t h\u1ec7 th\u1ed1ng v\u1eadn h\u00e0nh b\u1ec1n v\u1eefng tr\u00ean n\u1ec1n t\u1ea3ng s\u1ed1.<\/span><\/i><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n l\u00e0 m\u1ed9t trong nh\u1eefng \u0111\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng ch\u00ednh c\u1ee7a TM\u0110T Vi\u1ec7t Nam trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y&#46;&#46;&#46;<\/p>\n","protected":false},"author":1,"featured_media":1267,"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-1259","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\/03\/Cover.png?fit=1920%2C1200&ssl=1","_links":{"self":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1259","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=1259"}],"version-history":[{"count":4,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1259\/revisions"}],"predecessor-version":[{"id":1269,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1259\/revisions\/1269"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media\/1267"}],"wp:attachment":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media?parent=1259"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/categories?post=1259"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/tags?post=1259"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}