{"id":1279,"date":"2026-03-26T16:10:02","date_gmt":"2026-03-26T09:10:02","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=1279"},"modified":"2026-03-26T16:10:02","modified_gmt":"2026-03-26T09:10:02","slug":"moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri","status":"publish","type":"post","link":"https:\/\/metric.vn\/insights\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/","title":{"rendered":"[M\u1edbi nh\u1ea5t] B\u00e1o c\u00e1o th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T: Xu h\u01b0\u1edbng t\u0103ng tr\u01b0\u1edfng t\u1eeb s\u1ea3n l\u01b0\u1ee3ng sang gi\u00e1 tr\u1ecb"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">M\u1edf \u0111\u1ea7u cho Qu\u00fd 2 n\u0103m 2026, Metric.vn v\u00e0 UpBase c\u00f4ng b\u1ed1 ra m\u1eaft t\u00e0i li\u1ec7u v\u1ec1 <\/span><a href=\"https:\/\/ecommerce.metric.vn\/ebookbeauty2026?utm_source=metric&amp;utm_medium=brandsvietnam&amp;utm_campaign=ebook_beauty_2026&amp;utm_content=blog-2\"><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<\/span><\/a><span style=\"font-weight: 400;\">. Th\u1ecb tr\u01b0\u1eddng n\u00e0y \u0111ang b\u01b0\u1edbc v\u00e0o m\u1ed9t giai \u0111o\u1ea1n chuy\u1ec3n d\u1ecbch quan tr\u1ecdng. D\u00f9 t\u1ed5ng quan ng\u00e0nh t\u0103ng tr\u01b0\u1edfng, l\u1ed1i ch\u01a1i \u201cb\u00e1n nhi\u1ec1u l\u00e0 th\u1eafng\u201d \u0111\u1eb7c tr\u01b0ng c\u1ee7a to\u00e0n ng\u00e0nh d\u1ea7n h\u1ea1 nhi\u1ec7t, chuy\u1ec3n sang m\u00f4 h\u00ecnh t\u0103ng tr\u01b0\u1edfng d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb. D\u1eef li\u1ec7u TM\u0110T ch\u1ec9 ra r\u1eb1ng, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang quan t\u00e2m nhi\u1ec1u h\u01a1n \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 hi\u1ec7u qu\u1ea3. Thay v\u00ec mua s\u1ea3n ph\u1ea9m \u0111\u01a1n l\u1ebb, h\u1ecd t\u00ecm ki\u1ebfm nh\u1eefng gi\u1ea3i ph\u00e1p &#8211; ho\u1eb7c c\u00e1c b\u1ed9 gi\u1ea3i ph\u00e1p th\u1ef1c s\u1ef1 ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u s\u1eafc \u0111\u1eb9p c\u1ee7a m\u00ecnh.<\/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\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#1_tong_quan_thi_truong_lam_dep_cham_soc_ca_nhan_tren_tmdt_viet_nam\" title=\"1. T\u1ed5ng quan 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\">1. T\u1ed5ng quan 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<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/metric.vn\/insights\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#11_quy_mo_thi_truong_va_toc_do_tang_truong\" title=\"1.1. Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng\">1.1. Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/metric.vn\/insights\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#12_toc_do_tang_truong_san_luong_co_dau_hieu_cham_lai\" title=\"1.2. T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng s\u1ea3n l\u01b0\u1ee3ng c\u00f3 d\u1ea5u hi\u1ec7u ch\u1eadm l\u1ea1i\">1.2. T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng s\u1ea3n l\u01b0\u1ee3ng c\u00f3 d\u1ea5u hi\u1ec7u ch\u1eadm l\u1ea1i<\/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\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#13_so_luong_nha_ban_co_doanh_thu_ghi_nhan_giam\" title=\"1.3. S\u1ed1 l\u01b0\u1ee3ng nh\u00e0 b\u00e1n c\u00f3 doanh thu ghi nh\u1eadn gi\u1ea3m\">1.3. S\u1ed1 l\u01b0\u1ee3ng nh\u00e0 b\u00e1n c\u00f3 doanh thu ghi nh\u1eadn gi\u1ea3m<\/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\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#14_doanh_thu_tu_gian_hang_chinh_hang_mall_tang_len\" title=\"1.4. Doanh thu t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng (Mall) t\u0103ng l\u00ean\">1.4. Doanh thu t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng (Mall) t\u0103ng l\u00ean<\/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\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#15_tiktok_shop_mo_rong_thi_phan\" title=\"1.5. TikTok Shop m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n\">1.5. TikTok Shop m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n<\/a><\/li><\/ul><\/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\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#2_04_xu_huong_tieu_dung_moi_nhat_nganh_lam_dep_cham_soc_ca_nhan_tren_tmdt_viet_nam\" title=\"2. 04 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng m\u1edbi nh\u1ea5t ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n tr\u00ean TM\u0110T Vi\u1ec7t Nam\">2. 04 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng m\u1edbi nh\u1ea5t ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n tr\u00ean TM\u0110T Vi\u1ec7t Nam<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/metric.vn\/insights\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#21_nguoi_tieu_dung_san_sang_chi_tieu_nhieu_hon_cho_san_pham_dang_tien\" title=\"2.1. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng chi ti\u00eau nhi\u1ec1u h\u01a1n cho s\u1ea3n ph\u1ea9m \u0111\u00e1ng ti\u1ec1n\">2.1. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng chi ti\u00eau nhi\u1ec1u h\u01a1n cho s\u1ea3n ph\u1ea9m \u0111\u00e1ng ti\u1ec1n<\/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\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#22_uu_tien_san_pham_co_hieu_qua_cong_dung_ro_rang\" title=\"2.2. \u01afu ti\u00ean s\u1ea3n ph\u1ea9m c\u00f3 hi\u1ec7u qu\u1ea3 &amp; c\u00f4ng d\u1ee5ng r\u00f5 r\u00e0ng\">2.2. \u01afu ti\u00ean s\u1ea3n ph\u1ea9m c\u00f3 hi\u1ec7u qu\u1ea3 &amp; c\u00f4ng d\u1ee5ng r\u00f5 r\u00e0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/metric.vn\/insights\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#23_quyet_dinh_mua_bi_anh_huong_boi_review_social_proof\" title=\"2.3. Quy\u1ebft \u0111\u1ecbnh mua b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi review &amp; social proof\">2.3. Quy\u1ebft \u0111\u1ecbnh mua b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi review &amp; social proof<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/metric.vn\/insights\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#24_xay_dung_he_sinh_thai_cham_soc_da_thay_vi_mua_san_pham_rieng_le\" title=\"2.4. X\u00e2y d\u1ef1ng h\u1ec7 sinh th\u00e1i ch\u0103m s\u00f3c da thay v\u00ec mua s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb\">2.4. X\u00e2y d\u1ef1ng h\u1ec7 sinh th\u00e1i ch\u0103m s\u00f3c da thay v\u00ec mua s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/metric.vn\/insights\/moi-nhat-bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#3_ket_luan\" title=\"3. K\u1ebft lu\u1eadn\">3. K\u1ebft lu\u1eadn<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_tong_quan_thi_truong_lam_dep_cham_soc_ca_nhan_tren_tmdt_viet_nam\"><\/span><b>1. T\u1ed5ng quan 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<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"11_quy_mo_thi_truong_va_toc_do_tang_truong\"><\/span><b>1.1. Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n ng\u00e0y c\u00e0ng kh\u1eb3ng \u0111\u1ecbnh vai tr\u00f2 l\u00e0 m\u1ed9t trong nh\u1eefng ng\u00e0nh h\u00e0ng ch\u1ee7 l\u1ef1c c\u1ee7a th\u1ecb tr\u01b0\u1eddng TM\u0110T Vi\u1ec7t Nam. Theo d\u1eef li\u1ec7u t\u1eeb Metric (t\u1ed5ng h\u1ee3p tr\u00ean Shopee, Lazada v\u00e0 TikTok Shop), ng\u00e0nh n\u00e0y chi\u1ebfm 14% t\u1ed5ng quy m\u00f4 th\u1ecb tr\u01b0\u1eddng TM\u0110T trong c\u1ea3 Qu\u00fd 3\/2025 v\u00e0 Qu\u00fd 4\/2025, duy tr\u00ec th\u1ecb ph\u1ea7n \u1ed5n \u0111\u1ecbnh qua hai qu\u00fd li\u00ean ti\u1ebfp.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1281 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/114.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\/114.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/114.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/114.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/114.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/114.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/114.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/114.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u00e1ng ch\u00fa \u00fd, trong Qu\u00fd 4\/2025, t\u1ed5ng doanh thu ng\u00e0nh ghi nh\u1eadn 15,3 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng, t\u0103ng tr\u01b0\u1edfng 23% so v\u1edbi Qu\u00fd 3\/2025 v\u00e0 so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m 2024. M\u1ee9c t\u0103ng tr\u01b0\u1edfng n\u00e0y ph\u1ea3n \u00e1nh nhu c\u1ea7u t\u00edch c\u1ef1c \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n, \u0111\u1eb7c bi\u1ec7t trong giai \u0111o\u1ea1n cu\u1ed1i n\u0103m khi c\u00e1c s\u00e0n \u0111\u1ea9y m\u1ea1nh chi\u1ebfn d\u1ecbch khuy\u1ebfn m\u00e3i v\u00e0 k\u00edch c\u1ea7u.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">&gt;&gt;&gt; Xem th\u00eam: <\/span><a href=\"https:\/\/metric.vn\/resource\/blog\/thi-truong-trang-diem-2026-xu-huong-tang-truong-nhu-cau-lam-dep-dau-nam\"><span style=\"font-weight: 400;\">Th\u1ecb tr\u01b0\u1eddng Trang \u0111i\u1ec3m 2026: Xu h\u01b0\u1edbng t\u0103ng tr\u01b0\u1edfng &amp; Nhu c\u1ea7u l\u00e0m \u0111\u1eb9p \u0111\u1ea7u n\u0103m<\/span><\/a><\/p><\/blockquote>\n<h3><span class=\"ez-toc-section\" id=\"12_toc_do_tang_truong_san_luong_co_dau_hieu_cham_lai\"><\/span><b>1.2. T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng s\u1ea3n l\u01b0\u1ee3ng c\u00f3 d\u1ea5u hi\u1ec7u ch\u1eadm l\u1ea1i<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Trong khi doanh thu t\u0103ng m\u1ea1nh 23%, s\u1ea3n l\u01b0\u1ee3ng b\u00e1n ra trong Qu\u00fd 4\/2025 ch\u1ec9 t\u0103ng 9% so v\u1edbi qu\u00fd tr\u01b0\u1edbc, \u0111\u1ea1t 79,3 tri\u1ec7u s\u1ea3n ph\u1ea9m, th\u1eadm ch\u00ed ghi nh\u1eadn xu h\u01b0\u1edbng gi\u1ea3m 2% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m 2024. T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng doanh thu cao h\u01a1n g\u1ea5p h\u01a1n 2,5 l\u1ea7n so v\u1edbi s\u1ea3n l\u01b0\u1ee3ng l\u00e0 t\u00edn hi\u1ec7u cho th\u1ea5y: th\u1ecb tr\u01b0\u1eddng kh\u00f4ng ch\u1ec9 t\u0103ng tr\u01b0\u1edfng nh\u1edd b\u00e1n nhi\u1ec1u h\u01a1n, m\u00e0 \u0111ang chuy\u1ec3n sang t\u0103ng tr\u01b0\u1edfng d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb tr\u00ean m\u1ed7i \u0111\u01a1n h\u00e0ng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Xu h\u01b0\u1edbng n\u00e0y c\u00f2n th\u1ec3 hi\u1ec7n qua nh\u00f3m Ch\u0103m s\u00f3c da m\u1eb7t, ph\u00e2n kh\u00fac chi\u1ebfm 45% th\u1ecb ph\u1ea7n to\u00e0n ng\u00e0nh. Trong Qu\u00fd 4\/2025, doanh thu ph\u00e2n kh\u00fac n\u00e0y \u0111\u1ea1t 6,86 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng, t\u0103ng 28% so v\u1edbi qu\u00fd tr\u01b0\u1edbc (QoQ). T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng doanh thu cao g\u1ea5p h\u01a1n 3 l\u1ea7n s\u1ea3n l\u01b0\u1ee3ng cho th\u1ea5y th\u1ecb tr\u01b0\u1eddng \u0111ang d\u1ecbch chuy\u1ec3n t\u1eeb m\u00f4 h\u00ecnh t\u0103ng tr\u01b0\u1edfng d\u1ef1a tr\u00ean quy m\u00f4 sang m\u00f4 h\u00ecnh t\u0103ng tr\u01b0\u1edfng d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb, trong \u0111\u00f3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng chi tr\u1ea3 cao h\u01a1n cho c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 hi\u1ec7u qu\u1ea3 r\u00f5 r\u00e0ng.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"13_so_luong_nha_ban_co_doanh_thu_ghi_nhan_giam\"><\/span><b>1.3. S\u1ed1 l\u01b0\u1ee3ng nh\u00e0 b\u00e1n c\u00f3 doanh thu ghi nh\u1eadn gi\u1ea3m<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Theo d\u1eef li\u1ec7u t\u1eeb Metric, s\u1ed1 l\u01b0\u1ee3ng gian h\u00e0ng ho\u1ea1t \u0111\u1ed9ng trong Qu\u00fd 4\/2025 ghi nh\u1eadn c\u00f3 58,6 ngh\u00ecn shop, gi\u1ea3m 8% so v\u1edbi qu\u00fd tr\u01b0\u1edbc v\u00e0 gi\u1ea3m 13% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m 2024, cho th\u1ea5y th\u1ecb tr\u01b0\u1eddng \u0111ang b\u01b0\u1edbc v\u00e0o giai \u0111o\u1ea1n s\u00e0ng l\u1ecdc.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Khi chi ph\u00ed v\u1eadn h\u00e0nh tr\u00ean s\u00e0n li\u00ean t\u1ee5c gia t\u0103ng, bao g\u1ed3m chi ph\u00ed qu\u1ea3ng c\u00e1o, hoa h\u1ed3ng n\u1ec1n t\u1ea3ng v\u00e0 c\u00e1c kho\u1ea3n ph\u00ed b\u1eaft bu\u1ed9c, l\u1ee3i th\u1ebf kh\u00f4ng c\u00f2n thu\u1ed9c v\u1ec1 c\u00e1c nh\u00e0 b\u00e1n ch\u1ea1y theo s\u1ea3n l\u01b0\u1ee3ng ho\u1eb7c c\u1ea1nh tranh b\u1eb1ng gi\u00e1. Thay v\u00e0o \u0111\u00f3, th\u1ecb tr\u01b0\u1eddng \u0111ang b\u01b0\u1edbc v\u00e0o giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng theo chi\u1ec1u s\u00e2u, n\u01a1i ch\u1ec9 nh\u1eefng doanh nghi\u1ec7p c\u00f3 n\u0103ng l\u1ef1c v\u1eadn h\u00e0nh b\u00e0i b\u1ea3n, chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m r\u00f5 r\u00e0ng v\u00e0 kh\u1ea3 n\u0103ng t\u1ea1o ra gi\u00e1 tr\u1ecb th\u1ef1c cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1edbi c\u00f3 th\u1ec3 duy tr\u00ec t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"14_doanh_thu_tu_gian_hang_chinh_hang_mall_tang_len\"><\/span><b>1.4. Doanh thu t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng (Mall) t\u0103ng l\u00ean<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Theo d\u1eef li\u1ec7u t\u1eeb Metric, trong Qu\u00fd 4\/2025, doanh thu t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng (Shop Mall) chi\u1ebfm 64% t\u1ed5ng th\u1ecb ph\u1ea7n, t\u0103ng 36% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc, trong khi nh\u00f3m gian h\u00e0ng th\u01b0\u1eddng (Non-mall) ghi nh\u1eadn m\u1ee9c gi\u1ea3m 10%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ri\u00eang nh\u00f3m Ch\u0103m s\u00f3c da m\u1eb7t, 67% doanh thu \u0111\u1ebfn t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng. Nhi\u1ec1u nh\u00f3m s\u1ea3n ph\u1ea9m kh\u00e1c c\u0169ng ghi nh\u1eadn t\u1ef7 tr\u1ecdng doanh thu cao \u0111\u1ebfn t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng nh\u01b0 S\u1eefa r\u1eeda m\u1eb7t (74%), N\u01b0\u1edbc t\u1ea9y trang (78%), T\u1ea9y t\u1ebf b\u00e0o ch\u1ebft (70%), S\u1eefa r\u1eeda m\u1eb7t cho nam (79%).<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1282 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/115.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\/115.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/115.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/115.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/115.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/115.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/115.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/115.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/>\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Di\u1ec5n bi\u1ebfn n\u00e0y cho th\u1ea5y m\u1ed9t s\u1ef1 thay \u0111\u1ed5i trong h\u00e0nh vi mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng: gi\u00e1 kh\u00f4ng c\u00f2n l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh duy nh\u1ea5t, thay v\u00e0o ng\u01b0\u1eddi mua ng\u00e0y c\u00e0ng \u01b0u ti\u00ean c\u00e1c k\u00eanh b\u00e1n uy t\u00edn, ngu\u1ed3n g\u1ed1c r\u00f5 r\u00e0ng, ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ea3m b\u1ea3o v\u00e0 tr\u1ea3i nghi\u1ec7m mua h\u00e0ng \u0111\u00e1ng tin c\u1eady.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"15_tiktok_shop_mo_rong_thi_phan\"><\/span><b>1.5. TikTok Shop m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Trong Qu\u00fd 4\/2025, TikTok Shop \u0111\u00e3 v\u01b0\u01a1n l\u00ean d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng v\u1edbi 50% th\u1ecb ph\u1ea7n doanh s\u1ed1, t\u0103ng \u0111\u00e1ng k\u1ec3 so v\u1edbi m\u1ee9c 40% c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc. Doanh thu n\u1ec1n t\u1ea3ng n\u00e0y \u0111\u1ea1t 7,69 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng, t\u0103ng 27% so v\u1edbi Qu\u00fd 3\/2025, v\u01b0\u1ee3t qua Shopee v\u1edbi 7,39 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng, t\u0103ng tr\u01b0\u1edfng 21%. Trong khi \u0111\u00f3, Lazada duy tr\u00ec quy m\u00f4 nh\u1ecf h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi 2 n\u1ec1n t\u1ea3ng c\u00f2n l\u1ea1i.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1283 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/116.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\/116.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/116.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/116.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/116.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/116.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/116.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/116.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng c\u1ee7a TikTok Shop \u0111\u1ebfn t\u1eeb m\u00f4 h\u00ecnh Shoppertainment &#8211; mua s\u1eafm k\u1ebft h\u1ee3p n\u1ed9i dung gi\u1ea3i tr\u00ed. Livestream, video ng\u1eafn c\u00f9ng h\u1ec7 sinh th\u00e1i KOC\/KOL kh\u00f4ng ch\u1ec9 m\u1edf r\u1ed9ng kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn m\u00e0 c\u00f2n k\u00edch th\u00edch nhu c\u1ea7u t\u1ee9c th\u1eddi, r\u00fat ng\u1eafn h\u00e0nh tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh v\u00e0 c\u1ea3i thi\u1ec7n \u0111\u00e1ng k\u1ec3 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_04_xu_huong_tieu_dung_moi_nhat_nganh_lam_dep_cham_soc_ca_nhan_tren_tmdt_viet_nam\"><\/span><b>2. 04 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng m\u1edbi nh\u1ea5t ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n tr\u00ean TM\u0110T Vi\u1ec7t Nam<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">S\u1ef1 chuy\u1ec3n d\u1ecbch c\u1ee7a th\u1ecb tr\u01b0\u1eddng t\u1eeb t\u0103ng tr\u01b0\u1edfng theo s\u1ea3n l\u01b0\u1ee3ng sang t\u0103ng tr\u01b0\u1edfng theo gi\u00e1 tr\u1ecb kh\u00f4ng ch\u1ec9 th\u1ec3 hi\u1ec7n qua c\u00e1c ch\u1ec9 s\u1ed1 nh\u01b0 s\u1ef1 s\u00e0ng l\u1ecdc nh\u00e0 b\u00e1n, s\u1ea3n l\u01b0\u1ee3ng t\u0103ng ch\u1eadm l\u1ea1i, s\u1ef1 l\u00ean ng\u00f4i c\u1ee7a Shop Mall hay thay \u0111\u1ed5i c\u1ea5u tr\u00fac th\u1ecb ph\u1ea7n, m\u00e0 c\u00f2n ph\u1ea3n \u00e1nh r\u00f5 qua c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u1ef1a ch\u1ecdn v\u00e0 mua s\u1eafm tr\u00ean TM\u0110T. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 04 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng m\u1edbi nh\u1ea5t c\u1ee7a ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n n\u0103m 2026.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"21_nguoi_tieu_dung_san_sang_chi_tieu_nhieu_hon_cho_san_pham_dang_tien\"><\/span><b>2.1. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng chi ti\u00eau nhi\u1ec1u h\u01a1n cho s\u1ea3n ph\u1ea9m \u0111\u00e1ng ti\u1ec1n<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Th\u1eddi \u0111\u1ea1i s\u0103n deal gi\u00e1 r\u1ebb ch\u01b0a bi\u1ebfn m\u1ea5t ho\u00e0n to\u00e0n, nh\u01b0ng \u0111ang d\u1ea7n nh\u01b0\u1eddng ch\u1ed7 cho m\u1ed9t t\u01b0 duy ti\u00eau d\u00f9ng m\u1edbi: <\/span><i><span style=\"font-weight: 400;\">mua \u00edt h\u01a1n, nh\u01b0ng mua \u0111\u00fang v\u00e0 mua ch\u1ea5t l\u01b0\u1ee3ng h\u01a1n<\/span><\/i><span style=\"font-weight: 400;\">. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam \u0111ang th\u1ef1c hi\u1ec7n m\u1ed9t qu\u00e1 tr\u00ecnh n\u00e2ng c\u1ea5p trong gi\u1ecf h\u00e0ng c\u1ee7a m\u00ecnh.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u1eef li\u1ec7u t\u1eeb Metric cho th\u1ea5y, gi\u00e1 tr\u1ecb trung b\u00ecnh m\u1ed7i s\u1ea3n ph\u1ea9m b\u00e1n ra (AUP) ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n \u0111\u1ea1t 193.200 \u0111\u1ed3ng, t\u0103ng 13% QoQ. \u0110\u1eb7c bi\u1ec7t, AUP c\u1ee7a gian h\u00e0ng ch\u00ednh h\u00e3ng (Mall) \u0111\u1ea1t 235.000 \u0111\u1ed3ng, cao h\u01a1n g\u1ea5p 1,5 l\u1ea7n so v\u1edbi v\u1edbi gian h\u00e0ng th\u01b0\u1eddng (146.000 \u0111\u1ed3ng).\u00a0<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1284 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/117.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\/117.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/117.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/117.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/117.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/117.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/117.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/117.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, ph\u00e2n kh\u00fac gi\u00e1 200.000 &#8211; 500.000 \u0111\u1ed3ng \u0111ang tr\u1edf th\u00e0nh nh\u00f3m \u0111\u00f3ng g\u00f3p doanh thu l\u1edbn nh\u1ea5t trong Qu\u00fd 4\/2025, t\u0103ng m\u1ea1nh t\u1eeb 12,3% l\u00ean 37,7% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc. \u0110\u1ed3ng th\u1eddi chi\u1ebfm \u01b0u th\u1ebf \u1edf h\u1ea7u h\u1ebft c\u00e1c c\u00e1c nh\u00f3m Ch\u0103m s\u00f3c da m\u1eb7t nh\u01b0 t\u1eeb Toner (56%), S\u1eefa r\u1eeda m\u1eb7t (45%), N\u01b0\u1edbc t\u1ea9y trang (44%), Kem ch\u1ed1ng n\u1eafng (43%). Ng\u01b0\u1ee3c l\u1ea1i, ph\u00e2n kh\u00fac d\u01b0\u1edbi 100.000 \u0111\u1ed3ng ghi nh\u1eadn xu h\u01b0\u1edbng gi\u1ea3m t\u1eeb 25,3% xu\u1ed1ng 13,3%, v\u00e0 nh\u00f3m 100.000 &#8211; 200.000 \u0111\u1ed3ng gi\u1ea3m t\u1eeb 37,5% xu\u1ed1ng 24%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Di\u1ec5n bi\u1ebfn n\u00e0y cho th\u1ea5y ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng c\u00f2n mua h\u00e0ng d\u1ef1a tr\u00ean m\u1ee9c gi\u00e1, m\u00e0 \u01b0u ti\u00ean s\u1ea3n ph\u1ea9m mang l\u1ea1i gi\u00e1 tr\u1ecb t\u01b0\u01a1ng x\u1ee9ng v\u1edbi s\u1ed1 ti\u1ec1n b\u1ecf ra. H\u1ecd s\u1eb5n s\u00e0ng tr\u1ea3 m\u1ee9c gi\u00e1 cao h\u01a1n \u0111\u1ec3 \u0111\u1ed5i l\u1ea5y s\u1ef1 an t\u00e2m v\u00e0 hi\u1ec7u qu\u1ea3 th\u1ef1c s\u1ef1, nh\u1ea5t l\u00e0 trong b\u1ed1i c\u1ea3nh h\u00e0ng gi\u1ea3, h\u00e0ng k\u00e9m ch\u1ea5t l\u01b0\u1ee3ng v\u1eabn c\u00f2n di\u1ec5n ra tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"22_uu_tien_san_pham_co_hieu_qua_cong_dung_ro_rang\"><\/span><b>2.2. \u01afu ti\u00ean s\u1ea3n ph\u1ea9m c\u00f3 hi\u1ec7u qu\u1ea3 &amp; c\u00f4ng d\u1ee5ng r\u00f5 r\u00e0ng<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ng\u01b0\u1eddi ti\u00eau d\u00f9ng 2026 kh\u00f4ng ch\u1ec9 mua m\u1ef9 ph\u1ea9m \u0111\u01a1n thu\u1ea7n m\u00e0 t\u00ecm ki\u1ebfm nh\u1eefng gi\u1ea3i ph\u00e1p \u0111i\u1ec1u tr\u1ecb da t\u1ea1i nh\u00e0 v\u1edbi hi\u1ec7u qu\u1ea3 r\u00f5 r\u00e0ng v\u00e0 c\u00f3 c\u01a1 s\u1edf khoa h\u1ecdc. 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><span style=\"font-weight: 400;\">Xu h\u01b0\u1edbng n\u00e0y th\u1ec3 hi\u1ec7n r\u00f5 \u1edf ph\u00e2n kh\u00fac Serum, n\u01a1i c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m g\u1eafn v\u1edbi c\u00f4ng d\u1ee5ng \u0111i\u1ec1u tr\u1ecb chuy\u00ean s\u00e2u \u0111ang t\u0103ng tr\u01b0\u1edfng m\u1ea1nh. Trong Qu\u00fd 4\/2025, nh\u00f3m Ch\u1ed1ng l\u00e3o h\u00f3a t\u0103ng 49,9%, nh\u00f3m Da nh\u1ea1y c\u1ea3m 43,8% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc (Ngu\u1ed3n: Metric). \u0110i\u1ec1u n\u00e0y cho th\u1ea5y ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang chuy\u1ec3n tr\u1ecdng t\u00e2m t\u1eeb ch\u0103m s\u00f3c da \u0111\u1ea1i tr\u00e0 sang c\u00e1c gi\u1ea3i ph\u00e1p chuy\u00ean bi\u1ec7t, t\u1eadp trung v\u00e0o t\u1eebng v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3 c\u1ee7a l\u00e0n da.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1285 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/118.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\/118.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/118.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/118.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/118.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/118.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/118.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/118.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, c\u00e1c ho\u1ea1t ch\u1ea5t c\u0169ng \u0111ang tr\u1edf th\u00e0nh \u0111\u01a1n v\u1ecb c\u1ea1nh tranh m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng g\u1eafn tr\u1ef1c ti\u1ebfp m\u1ed9t ho\u1ea1t ch\u1ea5t v\u1edbi m\u1ed9t c\u00f4ng d\u1ee5ng c\u1ee5 th\u1ec3 nh\u01b0 Retinol c\u00f3 t\u00e1c d\u1ee5ng ch\u1ed1ng l\u00e3o h\u00f3a, Niacinamide c\u00f3 c\u00f4ng d\u1ee5ng l\u00e0m s\u00e1ng da, Ceramide li\u00ean quan \u0111\u1ebfn ph\u1ee5c h\u1ed3i h\u00e0ng r\u00e0o b\u1ea3o v\u1ec7 da.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng c\u00f2n c\u00f3 th\u1ec3 d\u1ef1a v\u00e0o th\u00f4ng \u0111i\u1ec7p c\u00f4ng d\u1ee5ng chung chung, m\u00e0 c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 vai tr\u00f2 c\u1ee7a t\u1eebng s\u1ea3n ph\u1ea9m trong vi\u1ec7c gi\u1ea3i quy\u1ebft m\u1ed9t v\u1ea5n \u0111\u1ec1 da c\u1ee5 th\u1ec3. Xu h\u01b0\u1edbng n\u00e0y c\u0169ng th\u00fac \u0111\u1ea9y s\u1ef1 l\u00ean ng\u00f4i c\u1ee7a ph\u00e2n kh\u00fac d\u01b0\u1ee3c m\u1ef9 ph\u1ea9m (dermocosmetics), n\u01a1i hi\u1ec7u qu\u1ea3 l\u00e2m s\u00e0ng v\u00e0 t\u00ednh an to\u00e0n tr\u1edf th\u00e0nh ti\u00eau chu\u1ea9n.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"23_quyet_dinh_mua_bi_anh_huong_boi_review_social_proof\"><\/span><b>2.3. Quy\u1ebft \u0111\u1ecbnh mua b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi review &amp; social proof<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n nay c\u00f3 xu h\u01b0\u1edbng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng d\u1ef1a v\u00e0o b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i, t\u1eeb review th\u1ef1c t\u1ebf, chia s\u1ebb trong c\u1ed9ng \u0111\u1ed3ng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m t\u1eeb nh\u1eefng ng\u01b0\u1eddi c\u00f3 c\u00f9ng v\u1ea5n \u0111\u1ec1 da.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u1ea1n b\u00e8 v\u00e0 gia \u0111\u00ecnh \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn 90% quy\u1ebft \u0111\u1ecbnh mua, trong \u0111\u00f3 c\u00e1c chuy\u00ean vi\u00ean t\u01b0 v\u1ea5n t\u1ea1i \u0111i\u1ec3m b\u00e1n t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn 61% ng\u01b0\u1eddi d\u00f9ng (Ngu\u1ed3n: Q&amp;Me). B\u00ean c\u1ea1nh \u0111\u00f3, c\u00e1c h\u1ed9i nh\u00f3m review s\u1ea3n ph\u1ea9m, c\u1ed9ng \u0111\u1ed3ng ch\u0103m s\u00f3c da v\u00e0 KOC c\u00f3 chuy\u00ean m\u00f4n \u0111ang tr\u1edf th\u00e0nh ngu\u1ed3n th\u00f4ng tin \u0111\u01b0\u1ee3c tin c\u1eady.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1289 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/119.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\/119.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/119.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/119.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/119.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/119.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/119.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/119.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Kh\u00f4ng ch\u1ec9 d\u1eebng \u1edf vi\u1ec7c tham kh\u1ea3o, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f2n k\u1ef3 v\u1ecdng v\u00e0o nh\u1eefng b\u1eb1ng ch\u1ee9ng c\u1ee5 th\u1ec3. Nh\u1eefng n\u1ed9i dung nh\u01b0 \u1ea3nh tr\u01b0\u1edbc &#8211; sau (before\/after) hay review chi ti\u1ebft t\u1eeb ng\u01b0\u1eddi d\u00f9ng th\u1eadt ng\u00e0y c\u00e0ng \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh. Ng\u01b0\u1eddi mua kh\u00f4ng ch\u1ec9 mu\u1ed1n th\u1ea5y s\u1ea3n ph\u1ea9m tr\u00f4ng t\u1ed1t, m\u00e0 c\u1ea7n th\u1ea5y hi\u1ec7u qu\u1ea3 th\u1ef1c t\u1ebf tr\u00ean nh\u1eefng ng\u01b0\u1eddi c\u00f3 t\u00ecnh tr\u1ea1ng da t\u01b0\u01a1ng t\u1ef1.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Xu h\u01b0\u1edbng n\u00e0y c\u0169ng l\u00fd gi\u1ea3i s\u1ef1 ph\u00e1t tri\u1ec3n m\u1ea1nh c\u1ee7a m\u00f4 h\u00ecnh th\u01b0\u01a1ng m\u1ea1i qua livestream (livestream commerce), \u0111\u1eb7c bi\u1ec7t tr\u00ean TikTok Shop. Thay v\u00ec qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c d\u00e0n d\u1ef1ng, ng\u01b0\u1eddi ti\u00eau d\u00f9ng tin v\u00e0o c\u00e1c nh\u00e0 s\u00e1ng t\u1ea1o n\u1ed9i dung chia s\u1ebb tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf, gi\u1ea3i th\u00edch th\u00e0nh ph\u1ea7n v\u00e0 demo s\u1ea3n ph\u1ea9m tr\u1ef1c ti\u1ebfp tr\u00ean c\u00e1c phi\u00ean live.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"24_xay_dung_he_sinh_thai_cham_soc_da_thay_vi_mua_san_pham_rieng_le\"><\/span><b>2.4. X\u00e2y d\u1ef1ng h\u1ec7 sinh th\u00e1i ch\u0103m s\u00f3c da thay v\u00ec mua s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">M\u1ed9t thay \u0111\u1ed5i \u0111\u00e1ng ch\u00fa \u00fd trong h\u00e0nh vi mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n l\u00e0 s\u1ef1 chuy\u1ec3n d\u1ecbch t\u1eeb mua s\u1ea3n ph\u1ea9m \u0111\u01a1n l\u1ebb sang x\u00e2y d\u1ef1ng m\u1ed9t h\u1ec7 sinh th\u00e1i ch\u0103m s\u00f3c da ho\u00e0n ch\u1ec9nh.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u00e1o c\u00e1o \u201cSkincare Industry Report 2026\u201d c\u1ee7a Q&amp;Me cho bi\u1ebft: 71% ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n duy tr\u00ec quy tr\u00ecnh ch\u0103m s\u00f3c da nhi\u1ec1u b\u01b0\u1edbc, kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c l\u00e0m s\u1ea1ch c\u01a1 b\u1ea3n. Thay v\u00ec ch\u1ec9 mua m\u1ed9t s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb, ng\u01b0\u1eddi d\u00f9ng c\u00f3 xu h\u01b0\u1edbng k\u1ebft h\u1ee3p s\u1ea3n ph\u1ea9m theo quy tr\u00ecnh r\u00f5 r\u00e0ng nh\u01b0: L\u00e0m s\u1ea1ch &#8211; \u0110\u1eb7c tr\u1ecb &#8211; B\u1ea3o v\u1ec7.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1286 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/120.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\/120.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/120.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/120.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/120.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/120.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/120.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/120.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">D\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng Qu\u00fd 4\/2025 c\u1ee7a Metric c\u0169ng cho th\u1ea5y doanh thu t\u1eeb s\u1ea3n ph\u1ea9m Combo ghi nh\u1eadn t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng l\u00ean t\u1edbi 44,3% so v\u1edbi qu\u00fd tr\u01b0\u1edbc, g\u1ea7n g\u1ea5p \u0111\u00f4i so v\u1edbi s\u1ea3n ph\u1ea9m \u0111\u01a1n l\u1ebb (24,9%). H\u00e0nh vi n\u00e0y c\u00f2n g\u1eafn li\u1ec1n v\u1edbi xu h\u01b0\u1edbng ti\u00eau d\u00f9ng h\u01b0\u1edbng \u0111\u1ebfn s\u1ef1 ti\u1ec7n l\u1ee3i, trong b\u1ed1i c\u1ea3nh th\u00f4ng tin ng\u00e0y c\u00e0ng nhi\u1ec1u v\u00e0 ph\u1ee9c t\u1ea1p. Thay v\u00ec d\u00e0nh nhi\u1ec1u th\u1eddi gian t\u00ecm hi\u1ec3u v\u00e0 t\u1ef1 k\u1ebft h\u1ee3p s\u1ea3n ph\u1ea9m, ng\u01b0\u1eddi ti\u00eau d\u00f9ng\u00a0 s\u1eb5n s\u00e0ng tr\u1ea3 gi\u00e1 cao h\u01a1n cho c\u00e1c b\u1ed9 gi\u1ea3i ph\u00e1p \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf s\u1eb5n, v\u1eeba ti\u1ebft ki\u1ec7m th\u1eddi gian, v\u1eeba gi\u1ea3m thi\u1ec3u r\u1ee7i ro khi s\u1eed d\u1ee5ng.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_ket_luan\"><\/span><b>3. K\u1ebft lu\u1eadn<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">H\u00e0nh vi mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0nh L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n \u0111ang thay \u0111\u1ed5i theo m\u1ed9t h\u01b0\u1edbng r\u1ea5t r\u00f5 r\u00e0ng: chi ti\u00eau nhi\u1ec1u h\u01a1n, hi\u1ec3u bi\u1ebft h\u01a1n v\u00e0 c\u00f3 ch\u1ee7 \u0111\u00edch h\u01a1n. H\u1ecd kh\u00f4ng c\u00f2n t\u00ecm ki\u1ebfm s\u1ea3n ph\u1ea9m gi\u00e1 t\u1ed1t nh\u1ea5t, m\u00e0 \u01b0u ti\u00ean nh\u1eefng gi\u1ea3i ph\u00e1p th\u1ef1c s\u1ef1 ph\u00f9 h\u1ee3p, an to\u00e0n v\u00e0 mang l\u1ea1i hi\u1ec7u qu\u1ea3 r\u00f5 r\u00e0ng cho nhu c\u1ea7u c\u1ee7a m\u00ecnh.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, doanh nghi\u1ec7p c\u1ea7n n\u1eafm b\u1eaft nhanh nh\u1eefng insight h\u00e0nh vi ti\u00eau d\u00f9ng m\u1edbi nh\u1ea5t \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, gi\u00e1 v\u00e0 k\u00eanh b\u00e1n ph\u00f9 h\u1ee3p, thay v\u00ec ti\u1ebfp t\u1ee5c ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c m\u00f4 h\u00ecnh t\u0103ng tr\u01b0\u1edfng d\u1ef1a tr\u00ean gi\u1ea3m gi\u00e1 v\u00e0 s\u1ea3n l\u01b0\u1ee3ng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Xem ngay Ebook <\/span><b>\u201cBeauty &amp; Personal Care E-commerce in Vietnam: From Volume to Value\u201d <\/b><span style=\"font-weight: 400;\">\u0111\u1ec3 n\u1eafm b\u1eaft to\u00e0n b\u1ed9 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng, d\u1eef li\u1ec7u th\u1ef1c t\u1ebf v\u00e0 g\u1ee3i \u00fd chi\u1ebfn l\u01b0\u1ee3c gi\u00fap doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng trong n\u0103m 2026.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u0103ng k\u00fd t\u1ea3i 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=blog-2\"><span style=\"font-weight: 400;\">t\u1ea1i \u0111\u00e2y<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2014&#8212;&#8212;&#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\u1ebft \u0111\u1ecbnh nhanh h\u01a1n \u0111\u1ebfn 10 l\u1ea7n.<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">V\u1ec1 <\/span><a href=\"https:\/\/www.upbase.vn\/\"><span style=\"font-weight: 400;\">UpBase.vn<\/span><\/a><\/em><\/p>\n<p><em><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><\/em><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>M\u1edf \u0111\u1ea7u cho Qu\u00fd 2 n\u0103m 2026, Metric.vn v\u00e0 UpBase c\u00f4ng b\u1ed1 ra m\u1eaft t\u00e0i li\u1ec7u v\u1ec1 Th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n&#46;&#46;&#46;<\/p>\n","protected":false},"author":1,"featured_media":1288,"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-1279","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\/Metric_Post-19-1.png?fit=1920%2C1200&ssl=1","_links":{"self":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1279","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=1279"}],"version-history":[{"count":2,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1279\/revisions"}],"predecessor-version":[{"id":1290,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/1279\/revisions\/1290"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media\/1288"}],"wp:attachment":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media?parent=1279"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/categories?post=1279"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/tags?post=1279"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}