{"id":1279,"date":"2026-03-26T16:10:02","date_gmt":"2026-03-26T09:10:02","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=1279"},"modified":"2026-05-14T09:52:26","modified_gmt":"2026-05-14T02:52:26","slug":"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\/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: 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, d\u1ecbch 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\/bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#1_tong_quan_ve_thi_truong_lam_dep_cham_soc_ca_nhan_tren_tmdt_viet_nam\" title=\"1. T\u1ed5ng quan v\u1ec1 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 v\u1ec1 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\/bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#11_quy_mo_va_toc_do_tang_truong\" title=\"1.1. Quy m\u00f4 v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng\u00a0\">1.1. Quy m\u00f4 v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng\u00a0<\/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\/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\/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\/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_shop_mall_tang_len\" title=\"1.4. Doanh thu t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng (Shop Mall) t\u0103ng l\u00ean\">1.4. Doanh thu t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng (Shop 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\/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\/bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#2_04_xu_huong_tieu_dung_cua_thi_truong_lam_dep_cham_soc_ca_nhan_tren_tmdt\" title=\"2. 04 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n tr\u00ean TM\u0110T\">2. 04 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n tr\u00ean TM\u0110T<\/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\/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\/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\/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\/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\/bao-cao-thi-truong-lam-dep-tren-tmdt-xu-huong-tang-truong-tu-san-luong-sang-gia-tri\/#3_tam_ket_ve_thi_truong_lam_dep_cham_soc_ca_nhan_va_bao_cao\" title=\"3. T\u1ea1m k\u1ebft v\u1ec1 th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n v\u00e0 b\u00e1o c\u00e1o\">3. T\u1ea1m k\u1ebft v\u1ec1 th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n v\u00e0 b\u00e1o c\u00e1o<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_tong_quan_ve_thi_truong_lam_dep_cham_soc_ca_nhan_tren_tmdt_viet_nam\"><\/span><b>1. T\u1ed5ng quan v\u1ec1 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_va_toc_do_tang_truong\"><\/span><b>1.1. Quy m\u00f4 v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng\u00a0<\/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<div id=\"attachment_1281\" style=\"width: 2260px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1281\" class=\"wp-image-1281 size-full\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/114.png?resize=740%2C493&#038;ssl=1\" alt=\"t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng l\u00e0m \u0111\u1eb9p v\u00e0 ch\u0103m s\u00f3c c\u00e1 nh\u00e2n\" 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 id=\"caption-attachment-1281\" class=\"wp-caption-text\">M\u1ee9c t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p v\u00e0 Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n qua 2 n\u0103m<\/p><\/div>\n<p style=\"text-align: left;\"><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<table class=\" aligncenter\" style=\"width: 64.2736%; border-collapse: collapse; border-color: #f50505; background-color: #ff8f33;\">\n<tbody>\n<tr>\n<td style=\"width: 100%; text-align: center;\"><strong><span style=\"color: #ffffff;\"><em>\u00a0 &gt;&gt;&gt; Xem th\u00eam: <a style=\"color: #ffffff;\" href=\"https:\/\/metric.vn\/resource\/blog\/thi-truong-trang-diem-2026-xu-huong-tang-truong-nhu-cau-lam-dep-dau-nam\">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<\/a><\/em><\/span><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\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<div class=\"qMYqUG_convSearchResultHighlightRoot\">\n<div class=\"relative w-full overflow-visible\">\n<section class=\"text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&amp;:has([data-writing-block])&gt;*]:pointer-events-auto [content-visibility:auto] supports-[content-visibility:auto]:[contain-intrinsic-size:auto_100lvh] R6Vx5W_threadScrollVars scroll-mb-[calc(var(--scroll-root-safe-area-inset-bottom,0px)+var(--thread-response-height))] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]\" dir=\"auto\" data-turn-id=\"request-6a0420b9-fb50-83ec-a50a-7ff06faa3aff-36\" data-turn-id-container=\"request-6a0420b9-fb50-83ec-a50a-7ff06faa3aff-36\" data-testid=\"conversation-turn-86\" data-scroll-anchor=\"false\" data-turn=\"assistant\">\n<div class=\"text-base my-auto mx-auto pb-10 [--thread-content-margin:var(--thread-content-margin-xs,calc(var(--spacing)*4))] @w-sm\/main:[--thread-content-margin:var(--thread-content-margin-sm,calc(var(--spacing)*6))] @w-lg\/main:[--thread-content-margin:var(--thread-content-margin-lg,calc(var(--spacing)*16))] px-(--thread-content-margin)\">\n<div class=\"[--thread-content-max-width:40rem] @w-lg\/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\">\n<div class=\"flex max-w-full flex-col gap-4 grow\">\n<div class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal outline-none keyboard-focused:focus-ring [.text-message+&amp;]:mt-1\" dir=\"auto\" tabindex=\"0\" data-message-author-role=\"assistant\" data-message-id=\"fda984a1-ee40-4947-96a9-63dd7ff532a0\" data-message-model-slug=\"gpt-5-5\" data-turn-start-message=\"true\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden\">\n<div class=\"markdown prose dark:prose-invert wrap-break-word w-full light markdown-new-styling\">\n<p data-start=\"136\" data-end=\"500\">Trong Qu\u00fd 4\/2025, doanh thu to\u00e0n ng\u00e0nh t\u0103ng 23% so v\u1edbi qu\u00fd tr\u01b0\u1edbc. Tuy nhi\u00ean, s\u1ea3n l\u01b0\u1ee3ng ch\u1ec9 t\u0103ng 9%, \u0111\u1ea1t 79,3 tri\u1ec7u s\u1ea3n ph\u1ea9m. \u0110\u00e1ng ch\u00fa \u00fd, so v\u1edbi c\u00f9ng k\u1ef3 2024, s\u1ea3n l\u01b0\u1ee3ng c\u00f2n gi\u1ea3m 2%. S\u1ef1 ch\u00eanh l\u1ec7ch gi\u1eefa doanh thu v\u00e0 s\u1ea3n l\u01b0\u1ee3ng cho th\u1ea5y th\u1ecb tr\u01b0\u1eddng \u0111ang thay \u0111\u1ed5i. T\u0103ng tr\u01b0\u1edfng kh\u00f4ng c\u00f2n ch\u1ec9 \u0111\u1ebfn t\u1eeb vi\u1ec7c b\u00e1n nhi\u1ec1u h\u01a1n. Thay v\u00e0o \u0111\u00f3, gi\u00e1 tr\u1ecb tr\u00ean m\u1ed7i \u0111\u01a1n h\u00e0ng \u0111ang t\u0103ng l\u00ean.<\/p>\n<p data-start=\"502\" data-end=\"956\">Xu h\u01b0\u1edbng n\u00e0y th\u1ec3 hi\u1ec7n r\u00f5 \u1edf nh\u00f3m Ch\u0103m s\u00f3c da m\u1eb7t. \u0110\u00e2y l\u00e0 ph\u00e2n kh\u00fac chi\u1ebfm 45% th\u1ecb ph\u1ea7n to\u00e0n ng\u00e0nh. Theo Metric, doanh thu ph\u00e2n kh\u00fac \u0111\u1ea1t 6,86 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng trong Qu\u00fd 4\/2025. Con s\u1ed1 n\u00e0y t\u0103ng 28% so v\u1edbi qu\u00fd tr\u01b0\u1edbc. Trong khi \u0111\u00f3, t\u1ed1c \u0111\u1ed9 t\u0103ng doanh thu cao g\u1ea5p h\u01a1n ba l\u1ea7n s\u1ea3n l\u01b0\u1ee3ng. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y th\u1ecb tr\u01b0\u1eddng \u0111ang d\u1ecbch chuy\u1ec3n sang t\u0103ng tr\u01b0\u1edfng theo gi\u00e1 tr\u1ecb. \u0110\u1ed3ng th\u1eddi, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng s\u1eb5n s\u00e0ng chi nhi\u1ec1u h\u01a1n cho s\u1ea3n ph\u1ea9m c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 hi\u1ec7u qu\u1ea3 r\u00f5 r\u00e0ng.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3 class=\"z-0 flex min-h-[46px] justify-start\"><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<\/div>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n<p data-start=\"1016\" data-end=\"1251\">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 \u0111\u1ea1t 58,6 ngh\u00ecn shop. Con s\u1ed1 n\u00e0y 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. Qua \u0111\u00f3, c\u00f3 th\u1ec3 th\u1ea5y th\u1ecb tr\u01b0\u1eddng \u0111ang b\u01b0\u1edbc v\u00e0o giai \u0111o\u1ea1n s\u00e0ng l\u1ecdc r\u00f5 r\u1ec7t.<\/p>\n<p data-start=\"1253\" data-end=\"1814\">Trong b\u1ed1i c\u1ea3nh chi ph\u00ed v\u1eadn h\u00e0nh tr\u00ean s\u00e0n li\u00ean t\u1ee5c gia t\u0103ng, l\u1ee3i th\u1ebf c\u1ea1nh tranh \u0111ang thay \u0111\u1ed5i. C\u00e1c chi ph\u00ed n\u00e0y bao g\u1ed3m qu\u1ea3ng c\u00e1o, hoa h\u1ed3ng n\u1ec1n t\u1ea3ng v\u00e0 nhi\u1ec1u kho\u1ea3n ph\u00ed b\u1eaft bu\u1ed9c kh\u00e1c. V\u00ec v\u1eady, l\u1ee3i th\u1ebf kh\u00f4ng c\u00f2n thu\u1ed9c v\u1ec1 c\u00e1c nh\u00e0 b\u00e1n ch\u1ec9 ch\u1ea1y theo s\u1ea3n l\u01b0\u1ee3ng. L\u1ee3i th\u1ebf c\u0169ng kh\u00f4ng c\u00f2n n\u1eb1m \u1edf 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. \u1ede giai \u0111o\u1ea1n n\u00e0y, doanh nghi\u1ec7p c\u1ea7n v\u1eadn h\u00e0nh b\u00e0i b\u1ea3n v\u00e0 c\u00f3 chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m r\u00f5 r\u00e0ng. Quan tr\u1ecdng h\u01a1n, h\u1ecd ph\u1ea3i t\u1ea1o ra gi\u00e1 tr\u1ecb th\u1ef1c cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec3 duy tr\u00ec t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"14_doanh_thu_tu_gian_hang_chinh_hang_shop_mall_tang_len\"><\/span><b>1.4. Doanh thu t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng (Shop Mall) t\u0103ng l\u00ean<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<div class=\"qMYqUG_convSearchResultHighlightRoot\">\n<div class=\"relative w-full overflow-visible\">\n<section class=\"text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&amp;:has([data-writing-block])&gt;*]:pointer-events-auto [content-visibility:auto] supports-[content-visibility:auto]:[contain-intrinsic-size:auto_100lvh] R6Vx5W_threadScrollVars scroll-mb-[calc(var(--scroll-root-safe-area-inset-bottom,0px)+var(--thread-response-height))] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]\" dir=\"auto\" data-turn-id=\"request-6a0420b9-fb50-83ec-a50a-7ff06faa3aff-37\" data-turn-id-container=\"request-6a0420b9-fb50-83ec-a50a-7ff06faa3aff-37\" data-testid=\"conversation-turn-88\" data-scroll-anchor=\"false\" data-turn=\"assistant\">\n<div class=\"text-base my-auto mx-auto pb-10 [--thread-content-margin:var(--thread-content-margin-xs,calc(var(--spacing)*4))] @w-sm\/main:[--thread-content-margin:var(--thread-content-margin-sm,calc(var(--spacing)*6))] @w-lg\/main:[--thread-content-margin:var(--thread-content-margin-lg,calc(var(--spacing)*16))] px-(--thread-content-margin)\">\n<div class=\"[--thread-content-max-width:40rem] @w-lg\/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\">\n<div class=\"flex max-w-full flex-col gap-4 grow\">\n<div class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal outline-none keyboard-focused:focus-ring [.text-message+&amp;]:mt-1\" dir=\"auto\" tabindex=\"0\" data-message-author-role=\"assistant\" data-message-id=\"b21cb47d-22ce-4f69-9c44-cda5de2de715\" data-message-model-slug=\"gpt-5-5-thinking\" data-turn-start-message=\"true\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden\">\n<div class=\"markdown prose dark:prose-invert wrap-break-word w-full light markdown-new-styling\">\n<p data-start=\"1873\" data-end=\"2160\">Theo d\u1eef li\u1ec7u t\u1eeb Metric, trong Qu\u00fd 4\/2025, doanh thu t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng chi\u1ebfm 64% t\u1ed5ng th\u1ecb ph\u1ea7n. M\u1ee9c n\u00e0y t\u0103ng 36% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc. Ng\u01b0\u1ee3c l\u1ea1i, nh\u00f3m gian h\u00e0ng th\u01b0\u1eddng ghi nh\u1eadn m\u1ee9c gi\u1ea3m 10%. Di\u1ec5n bi\u1ebfn n\u00e0y cho th\u1ea5y ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang \u01b0u ti\u00ean c\u00e1c k\u00eanh mua h\u00e0ng \u0111\u00e1ng tin c\u1eady h\u01a1n.<\/p>\n<p data-start=\"2162\" data-end=\"2507\" data-is-last-node=\"\" data-is-only-node=\"\">Xu h\u01b0\u1edbng n\u00e0y c\u0169ng th\u1ec3 hi\u1ec7n r\u00f5 \u1edf t\u1eebng nh\u00f3m h\u00e0ng. Ch\u1eb3ng h\u1ea1n, v\u1edbi nh\u00f3m Ch\u0103m s\u00f3c da m\u1eb7t, 67% doanh thu \u0111\u1ebfn t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng. B\u00ean c\u1ea1nh \u0111\u00f3, nhi\u1ec1u nh\u00f3m s\u1ea3n ph\u1ea9m kh\u00e1c c\u0169ng ghi nh\u1eadn t\u1ef7 tr\u1ecdng doanh thu cao t\u1eeb Shop Mall. C\u1ee5 th\u1ec3, S\u1eefa r\u1eeda m\u1eb7t \u0111\u1ea1t 74%, N\u01b0\u1edbc t\u1ea9y trang \u0111\u1ea1t 78%, T\u1ea9y t\u1ebf b\u00e0o ch\u1ebft \u0111\u1ea1t 70%. \u0110\u1ed1i v\u1edbi S\u1eefa r\u1eeda m\u1eb7t cho nam, t\u1ef7 tr\u1ecdng n\u00e0y \u0111\u1ea1t 79%.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n<div id=\"attachment_1282\" style=\"width: 2260px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1282\" class=\"wp-image-1282 size-full\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/115.png?resize=740%2C493&#038;ssl=1\" alt=\"c\u00e1c nh\u00f3m h\u00e0ng thu\u1ed9c ng\u00e0nh h\u00e0ng Ch\u0103m s\u00f3c da m\u1eb7t - t\u1ec9 tr\u1ecdng doanh thu theo lo\u1ea1i shop\" 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\" \/><p id=\"caption-attachment-1282\" class=\"wp-caption-text\"><em>T\u1ec9 tr\u1ecdng doanh thu theo lo\u1ea1i gian h\u00e0ng &#8211; thu\u1ed9c category Ch\u0103m s\u00f3c da m\u1eb7t<\/em><\/p><\/div>\n<p>Di\u1ec5n bi\u1ebfn n\u00e0y cho th\u1ea5y h\u00e0nh vi mua s\u1eafm \u0111ang thay \u0111\u1ed5i r\u00f5 r\u1ec7t. B\u01b0\u1edbc sang n\u0103m 2026, gi\u00e1 r\u1ebb kh\u00f4ng c\u00f2n l\u00e0 \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eaft \u0111\u1ea7u d\u1ecbch chuy\u1ec3n t\u1eeb \u201cmua r\u1ebb\u201d sang \u201cmua \u0111\u00e1ng tin\u201d. H\u1ecd \u01b0u ti\u00ean k\u00eanh b\u00e1n uy t\u00edn, ngu\u1ed3n g\u1ed1c r\u00f5 r\u00e0ng v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ea3m b\u1ea3o.<\/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<div id=\"attachment_1283\" style=\"width: 2260px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1283\" class=\"wp-image-1283 size-full\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/116.png?resize=740%2C493&#038;ssl=1\" alt=\"Th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n\" 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 id=\"caption-attachment-1283\" class=\"wp-caption-text\"><em>Th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p v\u00e0 Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n &#8211; Quy m\u00f4 v\u00e0 th\u1ecb ph\u1ea7n doanh s\u1ed1 gi\u1eefa c\u00e1c s\u00e0n<\/em><\/p><\/div>\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 (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_cua_thi_truong_lam_dep_cham_soc_ca_nhan_tren_tmdt\"><\/span><b>2. 04 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n tr\u00ean TM\u0110T<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>S\u1ef1 chuy\u1ec3n d\u1ecbch t\u1eeb t\u0103ng tr\u01b0\u1edfng theo s\u1ea3n l\u01b0\u1ee3ng sang gi\u00e1 tr\u1ecb kh\u00f4ng ch\u1ec9 th\u1ec3 hi\u1ec7n qua d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng. Xu h\u01b0\u1edbng n\u00e0y c\u00f2n ph\u1ea3n \u00e1nh r\u00f5 trong c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua s\u1eafm tr\u00ean TM\u0110T. C\u00e1c d\u1ea5u hi\u1ec7u n\u1ed5i b\u1eadt g\u1ed3m s\u1ef1 s\u00e0ng l\u1ecdc nh\u00e0 b\u00e1n v\u00e0 s\u1ea3n l\u01b0\u1ee3ng t\u0103ng ch\u1eadm l\u1ea1i. B\u00ean c\u1ea1nh \u0111\u00f3, Shop Mall \u0111ang v\u01b0\u01a1n l\u00ean v\u00e0 c\u1ea5u tr\u00fac th\u1ecb ph\u1ea7n c\u0169ng thay \u0111\u1ed5i. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 04 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng n\u1ed5i b\u1eadt c\u1ee7a ng\u00e0nh L\u00e0m \u0111\u1eb9p v\u00e0 Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n n\u0103m 2026.<\/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<div id=\"attachment_1284\" style=\"width: 2260px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1284\" class=\"wp-image-1284 size-full\" title=\"B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T - Kho\u1ea3ng gi\u00e1 chi ti\u00eau\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/117.png?resize=740%2C493&#038;ssl=1\" alt=\"B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T - Kho\u1ea3ng gi\u00e1 chi ti\u00eau\" 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 id=\"caption-attachment-1284\" class=\"wp-caption-text\"><em>B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T &#8211; Kho\u1ea3ng gi\u00e1 chi ti\u00eau<\/em><\/p><\/div>\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>Ng\u01b0\u1eddi ti\u00eau d\u00f9ng 2026 kh\u00f4ng c\u00f2n ch\u1ec9 mua m\u1ef9 ph\u1ea9m \u0111\u1ec3 ch\u0103m s\u00f3c da c\u01a1 b\u1ea3n. H\u1ecd t\u00ecm ki\u1ebfm gi\u1ea3i ph\u00e1p \u0111i\u1ec1u tr\u1ecb t\u1ea1i nh\u00e0, c\u00f3 hi\u1ec7u qu\u1ea3 r\u00f5 r\u00e0ng v\u00e0 c\u01a1 s\u1edf khoa h\u1ecdc. Theo Q&amp;Me, 84% ng\u01b0\u1eddi d\u00f9ng \u01b0u ti\u00ean th\u00e0nh ph\u1ea7n minh b\u1ea1ch. \u0110\u1ed3ng th\u1eddi, 82% mong mu\u1ed1n c\u1ea3i thi\u1ec7n l\u00e2u d\u00e0i thay v\u00ec k\u1ebft qu\u1ea3 t\u1ee9c th\u1eddi.<\/p>\n<p>Xu h\u01b0\u1edbng n\u00e0y th\u1ec3 hi\u1ec7n r\u00f5 \u1edf ph\u00e2n kh\u00fac Serum. C\u00e1c 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. Theo Metric, nh\u00f3m Ch\u1ed1ng l\u00e3o h\u00f3a t\u0103ng 49,9% trong Qu\u00fd 4\/2025. Nh\u00f3m Da nh\u1ea1y c\u1ea3m c\u0169ng t\u0103ng 43,8% trong c\u00f9ng giai \u0111o\u1ea1n. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang r\u1eddi xa ch\u0103m s\u00f3c da \u0111\u1ea1i tr\u00e0. Thay v\u00e0o \u0111\u00f3, h\u1ecd \u01b0u ti\u00ean gi\u1ea3i ph\u00e1p chuy\u00ean bi\u1ec7t cho t\u1eebng v\u1ea5n \u0111\u1ec1 c\u1ee7a l\u00e0n da.<\/p>\n<div id=\"attachment_1285\" style=\"width: 2260px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1285\" class=\"wp-image-1285 size-full\" title=\"B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T - Xu h\u01b0\u1edbng v\u1ec1 s\u1ea3n ph\u1ea9m\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/118.png?resize=740%2C493&#038;ssl=1\" alt=\"B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T - Xu h\u01b0\u1edbng v\u1ec1 s\u1ea3n ph\u1ea9m\" 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 id=\"caption-attachment-1285\" class=\"wp-caption-text\"><em>B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T &#8211; Xu h\u01b0\u1edbng v\u1ec1 s\u1ea3n ph\u1ea9m<\/em><\/p><\/div>\n<p data-start=\"0\" data-end=\"302\">B\u00ean c\u1ea1nh \u0111\u00f3, ho\u1ea1t ch\u1ea5t \u0111ang tr\u1edf th\u00e0nh \u0111\u01a1n v\u1ecb c\u1ea1nh tranh m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u1ef9 ph\u1ea9m. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng ghi nh\u1edb ho\u1ea1t ch\u1ea5t thay v\u00ec ch\u1ec9 nh\u1edb t\u00ean th\u01b0\u01a1ng hi\u1ec7u. Retinol th\u01b0\u1eddng g\u1eafn v\u1edbi ch\u1ed1ng l\u00e3o h\u00f3a. Niacinamide n\u1ed5i b\u1eadt v\u1edbi c\u00f4ng d\u1ee5ng l\u00e0m s\u00e1ng da. Ceramide l\u1ea1i li\u00ean quan \u0111\u1ebfn ph\u1ee5c h\u1ed3i h\u00e0ng r\u00e0o b\u1ea3o v\u1ec7 da.<\/p>\n<p data-start=\"304\" data-end=\"602\" data-is-last-node=\"\" data-is-only-node=\"\">Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u kh\u00f3 ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng th\u00f4ng \u0111i\u1ec7p c\u00f4ng d\u1ee5ng chung chung. M\u1ed7i s\u1ea3n ph\u1ea9m c\u1ea7n g\u1eafn v\u1edbi m\u1ed9t v\u1ea5n \u0111\u1ec1 da c\u1ee5 th\u1ec3 v\u00e0 hi\u1ec7u qu\u1ea3 r\u00f5 r\u00e0ng. Xu h\u01b0\u1edbng n\u00e0y c\u0169ng th\u00fac \u0111\u1ea9y s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a d\u01b0\u1ee3c m\u1ef9 ph\u1ea9m. Hi\u1ec7u qu\u1ea3 l\u00e2m s\u00e0ng v\u00e0 t\u00ednh an to\u00e0n \u0111ang tr\u1edf th\u00e0nh ti\u00eau chu\u1ea9n quan tr\u1ecdng c\u1ee7a ng\u00e0nh h\u00e0ng.<\/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>Ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n nay ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng d\u1ef1a nhi\u1ec1u h\u01a1n v\u00e0o b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i. H\u1ecd t\u00ecm ki\u1ebfm review th\u1ef1c t\u1ebf, chia s\u1ebb c\u1ed9ng \u0111\u1ed3ng v\u00e0 tr\u1ea3i nghi\u1ec7m t\u1eeb ng\u01b0\u1eddi c\u00f3 c\u00f9ng v\u1ea5n \u0111\u1ec1 da.<\/p>\n<p>Theo Q&amp;Me, b\u1ea1n b\u00e8 v\u00e0 gia \u0111\u00ecnh \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn 90% quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. Chuy\u00ean vi\u00ean t\u01b0 v\u1ea5n t\u1ea1i \u0111i\u1ec3m b\u00e1n c\u0169ng t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn 61% ng\u01b0\u1eddi d\u00f9ng. B\u00ean c\u1ea1nh \u0111\u00f3, h\u1ed9i nh\u00f3m review, c\u1ed9ng \u0111\u1ed3ng ch\u0103m s\u00f3c da v\u00e0 KOC chuy\u00ean m\u00f4n \u0111ang tr\u1edf th\u00e0nh ngu\u1ed3n tham kh\u1ea3o \u0111\u00e1ng tin c\u1eady.<\/p>\n<div id=\"attachment_1289\" style=\"width: 2260px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1289\" class=\"wp-image-1289 size-full\" title=\"B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T - \u1ea2nh h\u01b0\u1edfng c\u1ee7a Review v\u00e0 Social Proof\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/119.png?resize=740%2C493&#038;ssl=1\" alt=\"B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T - \u1ea2nh h\u01b0\u1edfng c\u1ee7a Review v\u00e0 Social Proof\" 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 id=\"caption-attachment-1289\" class=\"wp-caption-text\"><em>B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T &#8211; \u1ea2nh h\u01b0\u1edfng c\u1ee7a Review v\u00e0 Social Proof<\/em><\/p><\/div>\n<p>Ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c tham kh\u1ea3o \u00fd ki\u1ebfn. H\u1ecd ng\u00e0y c\u00e0ng k\u1ef3 v\u1ecdng v\u00e0o nh\u1eefng b\u1eb1ng ch\u1ee9ng c\u1ee5 th\u1ec3 h\u01a1n. \u1ea2nh before\/after v\u00e0 review chi ti\u1ebft \u0111ang \u1ea3nh h\u01b0\u1edfng m\u1ea1nh \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. Ng\u01b0\u1eddi mua kh\u00f4ng ch\u1ec9 mu\u1ed1n th\u1ea5y s\u1ea3n ph\u1ea9m c\u00f3 h\u00ecnh \u1ea3nh h\u1ea5p d\u1eabn. H\u1ecd c\u1ea7n th\u1ea5y hi\u1ec7u qu\u1ea3 th\u1ef1c t\u1ebf tr\u00ean ng\u01b0\u1eddi c\u00f3 t\u00ecnh tr\u1ea1ng da t\u01b0\u01a1ng t\u1ef1.<\/p>\n<p>Xu h\u01b0\u1edbng n\u00e0y c\u0169ng l\u00fd gi\u1ea3i s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a livestream commerce, \u0111\u1eb7c bi\u1ec7t tr\u00ean TikTok Shop. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u00edt tin h\u01a1n v\u00e0o c\u00e1c qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c d\u00e0n d\u1ef1ng. Thay v\u00e0o \u0111\u00f3, h\u1ecd tin v\u00e0o tr\u1ea3i nghi\u1ec7m th\u1eadt t\u1eeb nh\u00e0 s\u00e1ng t\u1ea1o n\u1ed9i dung. C\u00e1c phi\u00ean live gi\u00fap h\u1ecd nghe gi\u1ea3i th\u00edch th\u00e0nh ph\u1ea7n v\u00e0 xem demo s\u1ea3n ph\u1ea9m tr\u1ef1c ti\u1ebfp.<\/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>M\u1ed9t thay \u0111\u1ed5i \u0111\u00e1ng ch\u00fa \u00fd \u0111ang di\u1ec5n ra trong ng\u00e0nh L\u00e0m \u0111\u1eb9p v\u00e0 Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng c\u00f2n ch\u1ec9 mua t\u1eebng s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb. H\u1ecd b\u1eaft \u0111\u1ea7u x\u00e2y d\u1ef1ng m\u1ed9t h\u1ec7 sinh th\u00e1i ch\u0103m s\u00f3c da ho\u00e0n ch\u1ec9nh.<\/p>\n<p>Theo Q&amp;Me &#8211; B\u00e1o c\u00e1o \u201cSkincare Industry Report 2026\u201d, 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. Quy tr\u00ecnh n\u00e0y kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf b\u01b0\u1edbc l\u00e0m s\u1ea1ch c\u01a1 b\u1ea3n. Thay v\u00e0o \u0111\u00f3, ng\u01b0\u1eddi d\u00f9ng k\u1ebft h\u1ee3p s\u1ea3n ph\u1ea9m theo c\u00e1c b\u01b0\u1edbc r\u00f5 r\u00e0ng. Ph\u1ed5 bi\u1ebfn nh\u1ea5t l\u00e0 L\u00e0m s\u1ea1ch, \u0110\u1eb7c tr\u1ecb v\u00e0 B\u1ea3o v\u1ec7.<\/p>\n<div id=\"attachment_1286\" style=\"width: 2260px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1286\" class=\"wp-image-1286 size-full\" title=\"B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T - Xu h\u01b0\u1edbng combo\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/03\/120.png?resize=740%2C493&#038;ssl=1\" alt=\"B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T - Xu h\u01b0\u1edbng combo\" 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 id=\"caption-attachment-1286\" class=\"wp-caption-text\"><em>B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T &#8211; Xu h\u01b0\u1edbng combo<\/em><\/p><\/div>\n<p>D\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng Qu\u00fd 4\/2025 c\u1ee7a Metric c\u0169ng cho th\u1ea5y xu h\u01b0\u1edbng n\u00e0y r\u00f5 h\u01a1n. Doanh thu s\u1ea3n ph\u1ea9m Combo t\u0103ng 44,3% so v\u1edbi qu\u00fd tr\u01b0\u1edbc. M\u1ee9c t\u0103ng n\u00e0y g\u1ea7n g\u1ea5p \u0111\u00f4i s\u1ea3n ph\u1ea9m \u0111\u01a1n l\u1ebb, v\u1edbi t\u1ed1c \u0111\u1ed9 24,9%. H\u00e0nh vi n\u00e0y g\u1eafn li\u1ec1n v\u1edbi nhu c\u1ea7u mua s\u1eafm ti\u1ec7n l\u1ee3i h\u01a1n. Th\u00f4ng tin s\u1ea3n ph\u1ea9m ng\u00e0y c\u00e0ng nhi\u1ec1u v\u00e0 ph\u1ee9c t\u1ea1p. V\u00ec v\u1eady, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u00edt mu\u1ed1n t\u1ef1 t\u00ecm hi\u1ec3u v\u00e0 k\u1ebft h\u1ee3p t\u1eebng s\u1ea3n ph\u1ea9m. H\u1ecd s\u1eb5n s\u00e0ng tr\u1ea3 cao h\u01a1n cho c\u00e1c b\u1ed9 gi\u1ea3i ph\u00e1p \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf s\u1eb5n. C\u00e1ch mua n\u00e0y gi\u00fap ti\u1ebft ki\u1ec7m th\u1eddi gian v\u00e0 gi\u1ea3m r\u1ee7i ro khi s\u1eed d\u1ee5ng.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_tam_ket_ve_thi_truong_lam_dep_cham_soc_ca_nhan_va_bao_cao\"><\/span><b>3. T\u1ea1m k\u1ebft v\u1ec1 th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p &amp; Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n v\u00e0 b\u00e1o c\u00e1o<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>H\u00e0nh vi mua h\u00e0ng trong ng\u00e0nh L\u00e0m \u0111\u1eb9p v\u00e0 Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n \u0111ang thay \u0111\u1ed5i r\u00f5 r\u1ec7t. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng 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 ch\u1ec9 t\u00ecm ki\u1ebfm s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 t\u1ed1t nh\u1ea5t. Thay v\u00e0o \u0111\u00f3, h\u1ecd \u01b0u ti\u00ean gi\u1ea3i ph\u00e1p ph\u00f9 h\u1ee3p, an to\u00e0n v\u00e0 c\u00f3 hi\u1ec7u qu\u1ea3 r\u00f5 r\u00e0ng.<\/p>\n<p>Trong b\u1ed1i c\u1ea3nh n\u00e0y, doanh nghi\u1ec7p c\u1ea7n n\u1eafm b\u1eaft nhanh c\u00e1c insight ti\u00eau d\u00f9ng m\u1edbi nh\u1ea5t. \u0110\u00e2y l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, gi\u00e1 v\u00e0 k\u00eanh b\u00e1n. Doanh nghi\u1ec7p kh\u00f4ng n\u00ean ti\u1ebfp t\u1ee5c ph\u1ee5 thu\u1ed9c v\u00e0o t\u0103ng tr\u01b0\u1edfng b\u1eb1ng gi\u1ea3m gi\u00e1 v\u00e0 s\u1ea3n l\u01b0\u1ee3ng.<\/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":[31,10,34,30,24],"class_list":["post-1279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecom-market-research","tag-chien-luoc-tang-truong","tag-market-insight","tag-nganh-cham-soc-ca-nhan","tag-nganh-lam-dep","tag-nghien-cuu-thi-truong"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[M\u1edbi nh\u1ea5t] B\u00e1o c\u00e1o v\u1ec1 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng L\u00e0m \u0111\u1eb9p tr\u00ean TM\u0110T<\/title>\n<meta name=\"description\" content=\"B\u00e1o c\u00e1o n\u00e0y ch\u1ec9 ra: ng\u01b0\u1eddi ti\u00eau d\u00f9ng Beauty \u0111ang quan t\u00e2m nhi\u1ec1u h\u01a1n \u0111\u1ebfn hi\u1ec7u qu\u1ea3 thay v\u00ec gi\u00e1. 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