{"id":1307,"date":"2026-04-03T15:23:03","date_gmt":"2026-04-03T08:23:03","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=1307"},"modified":"2026-04-03T15:23:03","modified_gmt":"2026-04-03T08:23:03","slug":"thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026","status":"publish","type":"post","link":"https:\/\/metric.vn\/insights\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/","title":{"rendered":"Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam qua l\u0103ng k\u00ednh s\u00e0n TM\u0110T Shopee: Quy m\u00f4, xu h\u01b0\u1edbng &#038; c\u01a1 h\u1ed9i t\u0103ng tr\u01b0\u1edfng 2026"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Trong g\u1ea7n 3 th\u00e1ng \u0111\u1ea7u n\u0103m 2026, th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam <\/span><span style=\"font-weight: 400;\">tr\u00ean Shopee <\/span><span style=\"font-weight: 400;\">ghi nh\u1eadn nh\u1eefng con s\u1ed1 t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng, kh\u00f4ng ch\u1ec9 v\u1ec1 quy m\u00f4 m\u00e0 c\u00f2n v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng ti\u00eau d\u00f9ng. T\u1ed5ng gi\u00e1 tr\u1ecb h\u00e0ng h\u00f3a giao d\u1ecbch (GMV) ng\u00e0nh S\u1eefa n\u01b0\u1edbc tr\u00ean Shopee \u0111\u1ea1t 561,7 t\u1ef7 \u0111\u1ed3ng trong giai \u0111o\u1ea1n 1\/1-28\/3\/2026, t\u0103ng t\u1edbi 62% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc. B\u00ecnh qu\u00e2n m\u1ed7i ng\u00e0y ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t chi h\u01a1n 6 t\u1ef7 \u0111\u1ed3ng cho s\u1eefa n\u01b0\u1edbc tr\u00ean k\u00eanh online, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng kho\u1ea3ng 18.600 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 ra ngo\u00e0i th\u1ecb tr\u01b0\u1eddng.<\/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\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#tong_quan_thi_truong_sua_nuoc_tren_tmdt_viet_nam_hien_nay\" title=\"T\u1ed5ng quan th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc tr\u00ean TM\u0110T Vi\u1ec7t Nam hi\u1ec7n nay\">T\u1ed5ng quan th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc tr\u00ean TM\u0110T Vi\u1ec7t Nam hi\u1ec7n nay<\/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\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#thi_truong_sua_nuoc_viet_nam_ghi_nhan_su_tang_truong_tich_cuc\" title=\"Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam ghi nh\u1eadn s\u1ef1 t\u0103ng tr\u01b0\u1edfng t\u00edch c\u1ef1c\">Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam ghi nh\u1eadn s\u1ef1 t\u0103ng tr\u01b0\u1edfng t\u00edch c\u1ef1c<\/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\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#su_canh_tranh_giua_thuong_hieu_noi_dia_va_quoc_te\" title=\"S\u1ef1 c\u1ea1nh tranh gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i \u0111\u1ecba v\u00e0 qu\u1ed1c t\u1ebf\u00a0\">S\u1ef1 c\u1ea1nh tranh gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i \u0111\u1ecba v\u00e0 qu\u1ed1c t\u1ebf\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/metric.vn\/insights\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#hanh_vi_nguoi_tieu_dung_trong_thi_truong_sua_nuoc\" title=\"H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc\">H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/metric.vn\/insights\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#san_sang_chi_nhieu_hon_cho_san_pham_chat_luong\" title=\"S\u1eb5n s\u00e0ng chi nhi\u1ec1u h\u01a1n cho s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng\">S\u1eb5n s\u00e0ng chi nhi\u1ec1u h\u01a1n cho s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng<\/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\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#uu_tien_mua_hang_tu_gian_hang_chinh_hang_va_thuong_hieu_uy_tin\" title=\"\u01afu ti\u00ean mua h\u00e0ng t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u uy t\u00edn\">\u01afu ti\u00ean mua h\u00e0ng t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u uy t\u00edn<\/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\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#xu_huong_noi_bat_cua_thi_truong_sua_nuoc_2025-2026\" title=\"Xu h\u01b0\u1edbng n\u1ed5i b\u1eadt c\u1ee7a th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc 2025-2026\">Xu h\u01b0\u1edbng n\u1ed5i b\u1eadt c\u1ee7a th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc 2025-2026<\/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\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#xu_huong_sua_dinh_duong_tot_cho_suc_khoe_it_duong_hoac_khong_duong\" title=\"Xu h\u01b0\u1edbng s\u1eefa dinh d\u01b0\u1ee1ng t\u1ed1t cho s\u1ee9c kh\u1ecfe, \u00edt \u0111\u01b0\u1eddng ho\u1eb7c kh\u00f4ng \u0111\u01b0\u1eddng\">Xu h\u01b0\u1edbng s\u1eefa dinh d\u01b0\u1ee1ng t\u1ed1t cho s\u1ee9c kh\u1ecfe, \u00edt \u0111\u01b0\u1eddng ho\u1eb7c kh\u00f4ng \u0111\u01b0\u1eddng<\/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\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#xu_huong_sua_thuc_vat_sua_hat_tai_viet_nam\" title=\"Xu h\u01b0\u1edbng s\u1eefa th\u1ef1c v\u1eadt (s\u1eefa h\u1ea1t) t\u1ea1i Vi\u1ec7t Nam\">Xu h\u01b0\u1edbng s\u1eefa th\u1ef1c v\u1eadt (s\u1eefa h\u1ea1t) t\u1ea1i Vi\u1ec7t Nam<\/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\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#xu_huong_sua_theo_cong_dung_tang_de_khang_tieu_hoa_phat_trien_nao_bo\" title=\"Xu h\u01b0\u1edbng s\u1eefa theo c\u00f4ng d\u1ee5ng (t\u0103ng \u0111\u1ec1 kh\u00e1ng, ti\u00eau h\u00f3a, ph\u00e1t tri\u1ec3n n\u00e3o b\u1ed9)\">Xu h\u01b0\u1edbng s\u1eefa theo c\u00f4ng d\u1ee5ng (t\u0103ng \u0111\u1ec1 kh\u00e1ng, ti\u00eau h\u00f3a, ph\u00e1t tri\u1ec3n n\u00e3o b\u1ed9)<\/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\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#xu_huong_tieu_dung_ben_vung_va_esg_trong_nganh_sua\" title=\"Xu h\u01b0\u1edbng ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng v\u00e0 ESG trong ng\u00e0nh s\u1eefa\">Xu h\u01b0\u1edbng ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng v\u00e0 ESG trong ng\u00e0nh s\u1eefa<\/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\/thi-truong-sua-nuoc-viet-nam-qua-lang-kinh-san-tmdt-shopee-quy-mo-xu-huong-co-hoi-tang-truong-2026\/#ket_luan\" title=\"K\u1ebft lu\u1eadn\">K\u1ebft lu\u1eadn<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"tong_quan_thi_truong_sua_nuoc_tren_tmdt_viet_nam_hien_nay\"><\/span><b>T\u1ed5ng quan th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc tr\u00ean TM\u0110T Vi\u1ec7t Nam hi\u1ec7n nay<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"thi_truong_sua_nuoc_viet_nam_ghi_nhan_su_tang_truong_tich_cuc\"><\/span><b>Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam ghi nh\u1eadn s\u1ef1 t\u0103ng tr\u01b0\u1edfng t\u00edch c\u1ef1c<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Theo d\u1eef li\u1ec7u t\u1eeb <\/span><a href=\"https:\/\/metric.vn\/solutions\/metric-ecom-analytics\"><span style=\"font-weight: 400;\">Metric Analytics<\/span><\/a><span style=\"font-weight: 400;\">, th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc tr\u00ean n\u1ec1n t\u1ea3ng Shopee trong giai \u0111o\u1ea1n 01\/01\/2026 &#8211; 28\/03\/2026 ghi nh\u1eadn m\u1ee9c t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng. C\u1ee5 th\u1ec3, t\u1ed5ng doanh thu \u0111\u1ea1t 561,7 t\u1ef7 \u0111\u1ed3ng, t\u0103ng 62% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc, trong khi l\u01b0\u1ee3t b\u00e1n \u0111\u1ea1t 1,6 tri\u1ec7u s\u1ea3n ph\u1ea9m, t\u0103ng 79%. Trung b\u00ecnh m\u1ed7i ng\u00e0y, ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t chi h\u01a1n 6 t\u1ef7 \u0111\u1ed3ng mua s\u1eefa n\u01b0\u1edbc tr\u00ean s\u00e0n b\u00e1n l\u1ebb tr\u1ef1c tuy\u1ebfn, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng kho\u1ea3ng 18.600 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5. Nh\u1eefng con s\u1ed1 n\u00e0y cho th\u1ea5y nhu c\u1ea7u \u0111\u1ed1i v\u1edbi ng\u00e0nh h\u00e0ng S\u1eefa n\u01b0\u1edbc tr\u00ean TM\u0110T v\u1eabn duy tr\u00ec \u1edf m\u1ee9c t\u00edch c\u1ef1c, c\u1ea3 v\u1ec1 quy m\u00f4 l\u1eabn t\u1ea7n su\u1ea5t mua.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1310 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/127.png?resize=740%2C493&#038;ssl=1\" alt=\"Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam qua l\u0103ng k\u00ednh s\u00e0n TM\u0110T Shopee\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/127.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/127.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/127.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/127.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/127.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/127.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/127.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Ngu\u1ed3n: S\u1ed1 li\u1ec7u \u0111\u01b0\u1ee3c tr\u00edch d\u1eabn t\u1eeb ph\u1ea7n m\u1ec1m Metric Analytics<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u00e1ng ch\u00fa \u00fd, trong khi doanh thu v\u00e0 s\u1ea3n l\u01b0\u1ee3ng \u0111\u1ec1u t\u0103ng tr\u01b0\u1edfng, s\u1ed1 l\u01b0\u1ee3ng gian h\u00e0ng l\u1ea1i ghi nh\u1eadn xu h\u01b0\u1edbng gi\u1ea3m, c\u00f2n kho\u1ea3ng 1,9 ngh\u00ecn shop \u0111ang ho\u1ea1t \u0111\u1ed9ng tr\u00ean Shopee (gi\u1ea3m 17% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc). Di\u1ec5n bi\u1ebfn n\u00e0y cho th\u1ea5y, th\u1ecb tr\u01b0\u1eddng TM\u0110T \u0111ang b\u01b0\u1edbc v\u00e0o giai \u0111o\u1ea1n c\u1ea1nh tranh gay g\u1eaft, n\u01a1i l\u1ee3i th\u1ebf d\u1ea7n nghi\u00eang v\u1ec1 nh\u1eefng doanh nghi\u1ec7p c\u00f3 n\u0103ng l\u1ef1c v\u1eadn h\u00e0nh b\u00e0i b\u1ea3n, \u0111\u1ea7u t\u01b0 nghi\u00eam t\u00fac v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c ni\u1ec1m tin v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Theo <\/span><a href=\"https:\/\/thoibaonganhang.vn\/su-sang-loc-tren-cac-san-thuong-mai-dien-tu-va-con-duong-huong-toi-chat-luong-168289.html\"><span style=\"font-weight: 400;\">\u00d4ng Nguy\u1ec5n Ng\u1ecdc D\u0169ng<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; Ch\u1ee7 t\u1ecbch VECOM, th\u1ecb tr\u01b0\u1eddng TM\u0110T \u0111ang b\u01b0\u1edbc v\u00e0o giai \u0111o\u1ea1n tr\u01b0\u1edfng th\u00e0nh v\u00e0 \u0111\u00e2y l\u00e0 giai \u0111o\u1ea1n s\u00e0ng l\u1ecdc t\u1ea5t y\u1ebfu. Nh\u1eefng nh\u00e0 b\u00e1n kh\u00f4ng c\u00f3 n\u0103ng l\u1ef1c, thi\u1ebfu chuy\u00ean nghi\u1ec7p, kh\u00f4ng \u0111\u1ea7u t\u01b0 cho s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 s\u1ebd d\u1ea7n b\u1ecb \u0111\u00e0o th\u1ea3i. \u0110\u1ed3ng quan \u0111i\u1ec3m, b\u00e0 <\/span><a href=\"https:\/\/doanhnhanvn.vn\/nguoi-viet-chi-hon-76-ty-usd-nua-dau-nam-de-mua-sam-tren-cac-san-tmdt.html\"><span style=\"font-weight: 400;\">Nho \u0110inh<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh t\u1ea1i <\/span><a href=\"http:\/\/metric.vn\"><span style=\"font-weight: 400;\">Metric.vn<\/span><\/a><span style=\"font-weight: 400;\"> nh\u1eadn \u0111\u1ecbnh: \u201cNh\u1eefng nh\u00e0 b\u00e1n kh\u00f4ng \u0111\u1ee7 n\u0103ng l\u1ef1c v\u1eadn h\u00e0nh, thi\u1ebfu chi\u1ebfn l\u01b0\u1ee3c v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 gi\u00e1 s\u1ebd kh\u00f3 tr\u1ee5 l\u1ea1i. Trong khi \u0111\u00f3, c\u00e1c nh\u00e0 b\u00e1n h\u00e0ng c\u00f3 quy m\u00f4 l\u1edbn, v\u1ed1n m\u1ea1nh v\u00e0 hi\u1ec3u bi\u1ebft s\u00e2u v\u1ec1 d\u1eef li\u1ec7u \u0111ang t\u1eadn d\u1ee5ng t\u1ed1t giai \u0111o\u1ea1n n\u00e0y \u0111\u1ec3 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n\u201d.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"su_canh_tranh_giua_thuong_hieu_noi_dia_va_quoc_te\"><\/span><b>S\u1ef1 c\u1ea1nh tranh gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i \u0111\u1ecba v\u00e0 qu\u1ed1c t\u1ebf\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc tr\u00ean TM\u0110T Vi\u1ec7t Nam cho th\u1ea5y s\u1ef1 g\u00f3p m\u1eb7t c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i \u0111\u1ecba v\u00e0 n\u01b0\u1edbc ngo\u00e0i. Trong \u0111\u00f3, ph\u1ea7n l\u1edbn doanh thu ch\u1ee7 y\u1ebfu thu\u1ed9c v\u1ec1 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u uy t\u00edn, l\u00e2u \u0111\u1eddi. C\u1ee5 th\u1ec3, t\u1ed5ng gi\u00e1 tr\u1ecb h\u00e0ng h\u00f3a giao d\u1ecbch (GMV) c\u1ee7a top 10 th\u01b0\u01a1ng hi\u1ec7u tr\u00ean Shopee trong giai \u0111o\u1ea1n 01\/01\/2026 &#8211; 28\/03\/2026 \u0111\u1ea1t 501,7 t\u1ef7 \u0111\u1ed3ng, chi\u1ebfm 80% to\u00e0n th\u1ecb tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y ph\u1ea3n \u00e1nh xu h\u01b0\u1edbng ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u01b0u ti\u00ean c\u00e1c th\u01b0\u01a1ng hi\u1ec7u uy t\u00edn, c\u00f3 \u0111\u1ed9 nh\u1eadn di\u1ec7n cao v\u00e0 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i \u1ed5n \u0111\u1ecbnh tr\u00ean k\u00eanh TM\u0110T.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1312 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/129.png?resize=740%2C493&#038;ssl=1\" alt=\"Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam qua l\u0103ng k\u00ednh s\u00e0n TM\u0110T Shopee\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/129.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/129.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/129.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/129.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/129.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/129.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/129.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Ngu\u1ed3n: S\u1ed1 li\u1ec7u \u0111\u01b0\u1ee3c tr\u00edch d\u1eabn t\u1eeb ph\u1ea7n m\u1ec1m Metric Analytics<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">D\u1eef li\u1ec7u t\u1eeb Metric Analytics c\u0169ng cho th\u1ea5y th\u1ecb ph\u1ea7n doanh s\u1ed1 tr\u00ean s\u00e0n Shopee ch\u1ee7 y\u1ebfu \u0111\u01b0\u1ee3c \u0111\u00f3ng g\u00f3p t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i \u0111\u1ecba. Vinamilk d\u1eabn \u0111\u1ea7u to\u00e0n th\u1ecb tr\u01b0\u1eddng, chi\u1ebfm 53,6% th\u1ecb ph\u1ea7n, theo sau l\u00e0 TH True Milk (16,6%), Milo (6,7%), \u0110\u00e0 L\u1ea1t Milk (6%). B\u00ean c\u1ea1nh quy m\u00f4, m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i \u0111\u1ecba c\u0169ng ghi nh\u1eadn t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng nh\u01b0 Milo (+376%), \u0110\u00e0 L\u1ea1t Milk (+351%), Growplus (+262%). \u1ede nh\u00f3m th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c t\u1ebf, Abbott (+12%), Aptamil (+55%) c\u0169ng ghi nh\u1eadn t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng t\u00edch c\u1ef1c.\u00a0\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"hanh_vi_nguoi_tieu_dung_trong_thi_truong_sua_nuoc\"><\/span><b>H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"san_sang_chi_nhieu_hon_cho_san_pham_chat_luong\"><\/span><b>S\u1eb5n s\u00e0ng chi nhi\u1ec1u h\u01a1n cho s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Theo d\u1eef li\u1ec7u t\u1eeb Metric Analytics tr\u00ean Shopee trong giai \u0111o\u1ea1n 01\/01\/2026 &#8211; 28\/03\/2026, ph\u00e2n kh\u00fac 200.000-500.000 \u0111\u1ed3ng l\u00e0 m\u1ee9c gi\u00e1 \u0111\u00f3ng g\u00f3p t\u1ef7 tr\u1ecdng doanh s\u1ed1 l\u1edbn nh\u1ea5t, \u0111\u1ed3ng th\u1eddi ghi nh\u1eadn m\u1ee9c t\u0103ng tr\u01b0\u1edfng cao nh\u1ea5t, \u0111\u1ea1t 152% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m 2025. B\u00ean c\u1ea1nh \u0111\u00f3, c\u00e1c ph\u00e2n kh\u00fac gi\u00e1 cao h\u01a1n c\u0169ng duy tr\u00ec \u0111\u00e0 t\u0103ng t\u00edch c\u1ef1c, bao g\u1ed3m nh\u00f3m 500.000 \u0111\u1ed3ng &#8211; 1.000.000 \u0111\u1ed3ng (+97,56%), 1.000.000 &#8211; 2.000.000 \u0111\u1ed3ng (+43,19%), 2.000.000 &#8211; 5.000.000 (+103,94%) v\u00e0 tr\u00ean 5.000.000 (+81,50%). Ng\u01b0\u1ee3c l\u1ea1i, ph\u00e2n kh\u00fac gi\u00e1 th\u1ea5p h\u01a1n d\u01b0\u1edbi 100.000 \u0111\u1ed3ng v\u00e0 100.000 &#8211; 200.000 \u0111\u1ed3ng ghi nh\u1eadn xu h\u01b0\u1edbng gi\u1ea3m, l\u1ea7n l\u01b0\u1ee3t l\u00e0 -92,63% v\u00e0 -7.74%.\u00a0<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1316 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/133.png?resize=740%2C493&#038;ssl=1\" alt=\"Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam qua l\u0103ng k\u00ednh s\u00e0n TM\u0110T Shopee\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/133.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/133.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/133.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/133.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/133.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/133.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/133.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Ngu\u1ed3n: S\u1ed1 li\u1ec7u \u0111\u01b0\u1ee3c tr\u00edch d\u1eabn t\u1eeb ph\u1ea7n m\u1ec1m Metric Analytics<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Di\u1ec5n bi\u1ebfn n\u00e0y cho th\u1ea5y ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam \u0111ang c\u00f3 xu h\u01b0\u1edbng n\u00e2ng c\u1ea5p gi\u1ecf h\u00e0ng c\u1ee7a m\u00ecnh cho c\u00e1c s\u1ea3n ph\u1ea9m S\u1eefa n\u01b0\u1edbc, khi gia t\u0103ng l\u1ef1a ch\u1ecdn \u1edf c\u00e1c ph\u00e2n kh\u00fac c\u00f3 gi\u00e1 tr\u1ecb cao h\u01a1n, nh\u01b0 s\u1eefa cao c\u1ea5p v\u00e0 nh\u1eadp kh\u1ea9u. Thay v\u00ec t\u1eadp trung v\u00e0o y\u1ebfu t\u1ed1 gi\u00e1, ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng quan t\u00e2m nhi\u1ec1u h\u01a1n \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng, th\u00e0nh ph\u1ea7n dinh d\u01b0\u1ee1ng v\u00e0 m\u1ee9c \u0111\u1ed9 ph\u00f9 h\u1ee3p c\u1ee7a s\u1ea3n ph\u1ea9m v\u1edbi nhu c\u1ea7u s\u1eed d\u1ee5ng. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi s\u1ef1 gia t\u0103ng nh\u1eadn th\u1ee9c v\u1ec1 s\u1ee9c kh\u1ecfe c\u00f9ng v\u1edbi s\u1ef1 c\u1ea3i thi\u1ec7n thu nh\u1eadp v\u00e0 s\u1ef1 m\u1edf r\u1ed9ng c\u1ee7a t\u1ea7ng l\u1edbp trung l\u01b0u (Ngu\u1ed3n: IMARC Group &#8211; <\/span><a href=\"https:\/\/www.imarcgroup.com\/report\/vi\/vietnam-dairy-market\"><span style=\"font-weight: 400;\">Vietnam Dairy Market Report 2026-2032<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"uu_tien_mua_hang_tu_gian_hang_chinh_hang_va_thuong_hieu_uy_tin\"><\/span><b>\u01afu ti\u00ean mua h\u00e0ng t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u uy t\u00edn<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Theo d\u1eef li\u1ec7u t\u1eeb Metric Analytics, trong giai \u0111o\u1ea1n 01\/01\/2026 &#8211; 28\/03\/2026 tr\u00ean Shopee, 84,7% doanh thu to\u00e0n ng\u00e0nh \u0111\u1ebfn t\u1eeb gian h\u00e0ng ch\u00ednh h\u00e3ng (Shop Mall), th\u1ecb ph\u1ea7n t\u0103ng g\u1ea7n 9% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m ngo\u00e1i (+76,1%). \u0110\u1ed3ng th\u1eddi, nh\u00f3m gian h\u00e0ng ch\u00ednh h\u00e3ng c\u0169ng ghi nh\u1eadn m\u1ee9c t\u0103ng tr\u01b0\u1edfng doanh thu l\u00ean t\u1edbi +80%. Trong khi \u0111\u00f3, nh\u00f3m gian h\u00e0ng th\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng thu h\u1eb9p th\u1ecb ph\u1ea7n, gi\u1ea3m t\u1eeb 23,9% xu\u1ed1ng c\u00f2n 15,3%.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1311 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/128.png?resize=740%2C493&#038;ssl=1\" alt=\"\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/128.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/128.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/128.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/128.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/128.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/128.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/128.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Ngu\u1ed3n: S\u1ed1 li\u1ec7u \u0111\u01b0\u1ee3c tr\u00edch d\u1eabn t\u1eeb ph\u1ea7n m\u1ec1m Metric Analytics<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">S\u1ef1 d\u1ecbch chuy\u1ec3n n\u00e0y \u0111\u00e3 ph\u1ea7n n\u00e0o ph\u1ea3n \u00e1nh s\u1ef1 thay \u0111\u1ed5i nh\u1eadn th\u1ee9c s\u00e2u s\u1eafc c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u1eb7c bi\u1ec7t v\u1edbi ng\u00e0nh h\u00e0ng li\u00ean quan tr\u1ef1c ti\u1ebfp \u0111\u1ebfn s\u1ee9c kh\u1ecfe nh\u01b0 s\u1eefa. Trong b\u1ed1i c\u1ea3nh r\u1ee7i ro v\u1ec1 h\u00e0ng gi\u1ea3, h\u00e0ng k\u00e9m ch\u1ea5t l\u01b0\u1ee3ng trong ng\u00e0nh th\u1ef1c ph\u1ea9m v\u1eabn c\u00f2n t\u1ed3n t\u1ea1i, nh\u1eefng y\u1ebfu t\u1ed1 nh\u01b0 ngu\u1ed3n g\u1ed1c r\u00f5 r\u00e0ng, ch\u1ee9ng nh\u1eadn ch\u00ednh h\u00e3ng hay ch\u00ednh s\u00e1ch h\u1eadu m\u00e3i tr\u1edf th\u00e0nh ti\u00eau ch\u00ed quan tr\u1ecdng trong quy\u1ebft \u0111\u1ecbnh mua s\u1eafm.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, l\u1ee3i th\u1ebf d\u1ea7n nghi\u00eang v\u1ec1 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 nh\u00e0 b\u00e1n c\u00f3 kh\u1ea3 n\u0103ng \u0111\u1ea7u t\u01b0 b\u00e0i b\u1ea3n v\u00e0o h\u1ec7 th\u1ed1ng gian h\u00e0ng ch\u00ednh h\u00e3ng, trong khi nh\u00f3m nh\u00e0 b\u00e1n nh\u1ecf l\u1ebb c\u00f3 th\u1ec3 \u0111\u1ed1i m\u1eb7t v\u1edbi \u00e1p l\u1ef1c c\u1ea1nh tranh ng\u00e0y c\u00e0ng l\u1edbn tr\u00ean k\u00eanh TM\u0110T.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"xu_huong_noi_bat_cua_thi_truong_sua_nuoc_2025-2026\"><\/span><b>Xu h\u01b0\u1edbng n\u1ed5i b\u1eadt c\u1ee7a th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc 2025-2026<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"xu_huong_sua_dinh_duong_tot_cho_suc_khoe_it_duong_hoac_khong_duong\"><\/span><b>Xu h\u01b0\u1edbng s\u1eefa dinh d\u01b0\u1ee1ng t\u1ed1t cho s\u1ee9c kh\u1ecfe, \u00edt \u0111\u01b0\u1eddng ho\u1eb7c kh\u00f4ng \u0111\u01b0\u1eddng<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc \u0111ang ghi nh\u1eadn xu h\u01b0\u1edbng d\u1ecbch chuy\u1ec3n theo h\u01b0\u1edbng \u0111\u1ec1 cao y\u1ebfu t\u1ed1 s\u1ee9c kh\u1ecfe v\u00e0 gi\u00e1 tr\u1ecb dinh d\u01b0\u1ee1ng. Theo b\u00e1o c\u00e1o c\u1ee7a Nielsen v\u00e0o n\u0103m 2022, 75% ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam cho bi\u1ebft h\u1ecd quan t\u00e2m \u0111\u1ebfn c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 l\u1ee3i cho s\u1ee9c kh\u1ecfe, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m \u00edt \u0111\u01b0\u1eddng v\u00e0 gi\u00e0u dinh d\u01b0\u1ee1ng. B\u00ean c\u1ea1nh \u0111\u00f3, Innova Market Insights c\u0169ng ch\u1ec9 ra xu h\u01b0\u1edbng \u201c\u0111\u01a1n gi\u1ea3n h\u00f3a t\u1ed1i \u0111a\u201d (clean label) &#8211; \u01b0u ti\u00ean th\u00e0nh ph\u1ea7n \u0111\u01a1n gi\u1ea3n, \u00edt ph\u1ee5 gia, minh b\u1ea1ch ngu\u1ed3n g\u1ed1c \u0111ang l\u00e0 m\u1ed9t trong 10 xu h\u01b0\u1edbng \u0111\u1ecbnh h\u00ecnh ng\u00e0nh F&amp;B to\u00e0n c\u1ea7u n\u0103m 2025.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1313 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/130.png?resize=740%2C493&#038;ssl=1\" alt=\"Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam qua l\u0103ng k\u00ednh s\u00e0n TM\u0110T Shopee\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/130.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/130.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/130.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/130.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/130.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/130.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/130.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Ngu\u1ed3n: S\u1ed1 li\u1ec7u \u0111\u01b0\u1ee3c tr\u00edch d\u1eabn t\u1eeb ph\u1ea7n m\u1ec1m Metric Analytics<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t hi\u1ec7n nay \u01b0a chu\u1ed9ng c\u00e1c s\u1ea3n ph\u1ea9m nh\u01b0 s\u1eefa h\u1eefu c\u01a1, s\u1eefa kh\u00f4ng ch\u1ea5t b\u1ea3o qu\u1ea3n, s\u1eefa kh\u00f4ng \u0111\u01b0\u1eddng v\u00e0 s\u1eefa kh\u00f4ng lactose (Ngu\u1ed3n: <\/span><a href=\"https:\/\/mqflavor.com\/nghien-cuu-thi-truong-sua-viet-nam\/\"><span style=\"font-weight: 400;\">MQ &#8211; WIN Flavor<\/span><\/a><span style=\"font-weight: 400;\">). H\u01a1n n\u1eefa, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng chi tr\u1ea3 th\u00eam cho c\u00e1c s\u1ea3n ph\u1ea9m s\u1eefa l\u00e0nh m\u1ea1nh v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng cao. Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, c\u00e1c doanh nghi\u1ec7p c\u0169ng \u0111\u1ea9y m\u1ea1nh c\u1ea1nh tranh th\u00f4ng qua vi\u1ec7c ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m s\u1eefa b\u1ed5 sung dinh d\u01b0\u1ee1ng, s\u1eefa h\u1eefu c\u01a1 v\u00e0 s\u1eefa ch\u1ee9c n\u0103ng \u0111\u00e1p \u1ee9ng nhu c\u1ea7u s\u1ee9c kh\u1ecfe c\u1ee5 th\u1ec3 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng (Ngu\u1ed3n: IMARC Group).<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"xu_huong_sua_thuc_vat_sua_hat_tai_viet_nam\"><\/span><b>Xu h\u01b0\u1edbng s\u1eefa th\u1ef1c v\u1eadt (s\u1eefa h\u1ea1t) t\u1ea1i Vi\u1ec7t Nam<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Theo Hi\u1ec7p h\u1ed9i S\u1eefa Vi\u1ec7t Nam, s\u1eefa c\u00f3 ngu\u1ed3n g\u1ed1c th\u1ef1c v\u1eadt (plant-based milk) \u0111ang chi\u1ebfm t\u1edbi 14% th\u1ecb ph\u1ea7n ng\u00e0nh s\u1eefa to\u00e0n c\u1ea7u v\u00e0 \u0111\u01b0\u1ee3c d\u1ef1 \u0111o\u00e1n s\u1ebd ti\u1ebfp t\u1ee5c t\u0103ng m\u1ea1nh. \u0110\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng \u0111\u1ebfn kh\u00f4ng ch\u1ec9 t\u1eeb nh\u00f3m ng\u01b0\u1eddi \u0103n chay m\u00e0 c\u00f2n t\u1eeb nh\u00f3m \u201cflexitarian\u201d (ch\u1ebf \u0111\u1ed9 \u0103n linh ho\u1ea1t) v\u00e0 c\u00e1c th\u1ebf h\u1ec7 tr\u1ebb Millennial, Gen Z &#8211; nh\u1eefng ng\u01b0\u1eddi theo \u0111u\u1ed5i l\u1ed1i s\u1ed1ng l\u00e0nh m\u1ea1nh, quan t\u00e2m \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng. C\u00e1c nh\u00e0 ph\u00e2n t\u00edch c\u1ee7a Statista d\u1ef1 b\u00e1o th\u1ecb tr\u01b0\u1eddng s\u1eefa thay th\u1ebf s\u1eefa b\u00f2, c\u00f3 ngu\u1ed3n g\u1ed1c th\u1ef1c v\u1eadt s\u1ebd ti\u1ebfp t\u1ee5c m\u1edf r\u1ed9ng trong nh\u1eefng n\u0103m t\u1edbi, \u0111\u1ea1t doanh thu to\u00e0n c\u1ea7u h\u01a1n 41 t\u1ef7 USD v\u00e0o n\u0103m 2030.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1314 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/131.png?resize=740%2C493&#038;ssl=1\" alt=\"Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam qua l\u0103ng k\u00ednh s\u00e0n TM\u0110T Shopee\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/131.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/131.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/131.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/131.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/131.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/131.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/131.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Ngu\u1ed3n: S\u1ed1 li\u1ec7u \u0111\u01b0\u1ee3c tr\u00edch d\u1eabn t\u1eeb ph\u1ea7n m\u1ec1m Metric Analytics<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">T\u1ea1i Vi\u1ec7t Nam, c\u00e1c s\u1ea3n ph\u1ea9m t\u1eeb s\u1eefa th\u1ef1c v\u1eadt, nh\u01b0 s\u1eefa h\u1ea1nh nh\u00e2n, s\u1eefa \u0111\u1eadu n\u00e0nh v\u00e0 s\u1eefa y\u1ebfn m\u1ea1ch, \u0111ang d\u1ea7n tr\u1edf th\u00e0nh l\u1ef1a ch\u1ecdn ph\u1ed5 bi\u1ebfn cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 xu h\u01b0\u1edbng l\u1ef1a ch\u1ecdn s\u1eefa th\u1ef1c v\u1eadt nh\u01b0 m\u1ed9t gi\u1ea3i ph\u00e1p thay th\u1ebf ho\u1eb7c b\u1ed5 sung, nh\u1eb1m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u dinh d\u01b0\u1ee1ng, ph\u00f9 h\u1ee3p v\u1edbi ch\u1ebf \u0111\u1ed9 \u0103n u\u1ed1ng ho\u1eb7c \u0111\u01a1n gi\u1ea3n l\u00e0 t\u00ecm ki\u1ebfm s\u1ef1 \u0111a d\u1ea1ng h\u00f3a ngu\u1ed3n dinh d\u01b0\u1ee1ng.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"xu_huong_sua_theo_cong_dung_tang_de_khang_tieu_hoa_phat_trien_nao_bo\"><\/span><b>Xu h\u01b0\u1edbng s\u1eefa theo c\u00f4ng d\u1ee5ng (t\u0103ng \u0111\u1ec1 kh\u00e1ng, ti\u00eau h\u00f3a, ph\u00e1t tri\u1ec3n n\u00e3o b\u1ed9)<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">M\u1ed9t trong nh\u1eefng xu h\u01b0\u1edbng \u0111\u00e1ng ch\u00fa \u00fd c\u1ee7a th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc l\u00e0 s\u1ef1 gia t\u0103ng c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m s\u1eefa theo c\u00f4ng d\u1ee5ng, khi nhu c\u1ea7u ti\u00eau d\u00f9ng kh\u00f4ng c\u00f2n d\u1eebng l\u1ea1i \u1edf dinh d\u01b0\u1ee1ng c\u01a1 b\u1ea3n m\u00e0 chuy\u1ec3n sang ph\u1ee5c v\u1ee5 c\u00e1c m\u1ee5c ti\u00eau s\u1ee9c kh\u1ecfe c\u1ee5 th\u1ec3. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng quan t\u00e2m \u0111\u1ebfn nh\u1eefng l\u1ee3i \u00edch s\u1ee9c kh\u1ecfe nh\u01b0 h\u1ed7 tr\u1ee3 ph\u00e1t tri\u1ec3n th\u1ec3 ch\u1ea5t v\u00e0 tr\u00ed n\u00e3o, t\u0103ng c\u01b0\u1eddng \u0111\u1ec1 kh\u00e1ng, h\u1ed7 tr\u1ee3 ti\u00eau h\u00f3a ho\u1eb7c c\u00e1c gi\u1ea3i ph\u00e1p dinh d\u01b0\u1ee1ng ri\u00eang bi\u1ec7t theo t\u1eebng \u0111\u1ed9 tu\u1ed5i v\u00e0 th\u1ec3 tr\u1ea1ng.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1315 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/132.png?resize=740%2C493&#038;ssl=1\" alt=\"Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam qua l\u0103ng k\u00ednh s\u00e0n TM\u0110T Shopee\" width=\"740\" height=\"493\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/132.png?w=2250&amp;ssl=1 2250w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/132.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/132.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/132.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/132.png?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/132.png?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/132.png?w=1480&amp;ssl=1 1480w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Ngu\u1ed3n: S\u1ed1 li\u1ec7u \u0111\u01b0\u1ee3c tr\u00edch d\u1eabn t\u1eeb ph\u1ea7n m\u1ec1m Metric Analytics<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Tr\u00ean th\u1ecb tr\u01b0\u1eddng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111ang ti\u1ebfp c\u1eadn ph\u00e2n kh\u00fac s\u1eefa theo c\u00f4ng d\u1ee5ng v\u1edbi nh\u1eefng \u0111\u1ecbnh v\u1ecb dinh d\u01b0\u1ee1ng kh\u00e1 r\u00f5 r\u00e0ng theo t\u1eebng nh\u00f3m nhu c\u1ea7u. Growplus t\u1eadp trung v\u00e0o h\u1ed7 tr\u1ee3 t\u0103ng chi\u1ec1u cao v\u00e0 c\u1ea3i thi\u1ec7n th\u1ec3 tr\u1ea1ng cho tr\u1ebb em. Abbott ph\u00e1t tri\u1ec3n danh m\u1ee5c \u0111a d\u1ea1ng theo t\u1eebng nhu c\u1ea7u s\u1ee9c kh\u1ecfe c\u1ee5 th\u1ec3: PediaSure h\u1ed7 tr\u1ee3 t\u0103ng tr\u01b0\u1edfng cho tr\u1ebb, Ensure d\u00e0nh cho ng\u01b0\u1eddi l\u1edbn v\u00e0 ng\u01b0\u1eddi cao tu\u1ed5i, trong khi Glucerna h\u01b0\u1edbng \u0111\u1ebfn ki\u1ec3m so\u00e1t \u0111\u01b0\u1eddng huy\u1ebft. \u1ede ph\u00e2n kh\u00fac s\u1eefa cao c\u1ea5p cho tr\u1ebb s\u01a1 sinh v\u00e0 tr\u1ebb nh\u1ecf, Aptamil t\u1eadp trung v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m h\u1ed7 tr\u1ee3 ph\u00e1t tri\u1ec3n h\u1ec7 mi\u1ec5n d\u1ecbch, ti\u00eau h\u00f3a v\u00e0 n\u00e3o b\u1ed9, v\u1edbi c\u00e1c c\u00f4ng th\u1ee9c m\u00f4 ph\u1ecfng g\u1ea7n v\u1edbi s\u1eefa m\u1eb9.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"xu_huong_tieu_dung_ben_vung_va_esg_trong_nganh_sua\"><\/span><b>Xu h\u01b0\u1edbng ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng v\u00e0 ESG trong ng\u00e0nh s\u1eefa<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">ESG (M\u00f4i tr\u01b0\u1eddng &#8211; X\u00e3 h\u1ed9i &#8211; Qu\u1ea3n tr\u1ecb) \u0111ang d\u1ea7n tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng \u0111\u1ecbnh h\u01b0\u1edbng quan tr\u1ecdng c\u1ee7a ng\u00e0nh S\u1eefa Vi\u1ec7t Nam, khi c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 minh b\u1ea1ch ngu\u1ed3n g\u1ed1c, s\u1ee9c kh\u1ecfe ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c ch\u00fa tr\u1ecdng. Nh\u1eefng ti\u00eau chu\u1ea9n v\u00e0 ch\u1ee9ng nh\u1eadn qu\u1ed1c t\u1ebf, v\u1ed1n t\u1eebng \u0111\u01b0\u1ee3c xem l\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh, \u0111ang c\u00f3 xu h\u01b0\u1edbng tr\u1edf th\u00e0nh y\u00eau c\u1ea7u c\u01a1 b\u1ea3n \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p trong ng\u00e0nh.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u1ede g\u00f3c \u0111\u1ed9 doanh nghi\u1ec7p, nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u l\u1edbn \u0111\u00e3 b\u1eaft \u0111\u1ea7u tri\u1ec3n khai ESG v\u00e0o chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n. Vinamilk l\u00e0 m\u1ed9t trong nh\u1eefng \u0111\u01a1n v\u1ecb ti\u00eau bi\u1ec3u khi li\u00ean t\u1ee5c \u0111\u01b0\u1ee3c ghi nh\u1eadn trong c\u00e1c b\u1ea3ng x\u1ebfp h\u1ea1ng doanh nghi\u1ec7p b\u1ec1n v\u1eefng, \u0111\u1ed3ng th\u1eddi \u0111\u1eb7t m\u1ee5c ti\u00eau gi\u1ea3m ph\u00e1t th\u1ea3i v\u00e0 h\u01b0\u1edbng t\u1edbi trung h\u00f2a carbon trong d\u00e0i h\u1ea1n. Trong khi \u0111\u00f3, TH True Milk theo \u0111u\u1ed5i m\u00f4 h\u00ecnh kinh t\u1ebf tu\u1ea7n ho\u00e0n, t\u1eadp trung t\u1ed1i \u01b0u t\u00e0i nguy\u00ean v\u00e0 gi\u1ea3m thi\u1ec3u t\u00e1c \u0111\u1ed9ng m\u00f4i tr\u01b0\u1eddng trong to\u00e0n b\u1ed9 chu\u1ed7i s\u1ea3n xu\u1ea5t.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1318 aligncenter\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/Vinamilk-DN-ben-vung_2022-2.jpg?resize=740%2C516&#038;ssl=1\" alt=\"\" width=\"740\" height=\"516\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/Vinamilk-DN-ben-vung_2022-2.jpg?w=900&amp;ssl=1 900w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/Vinamilk-DN-ben-vung_2022-2.jpg?resize=300%2C209&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2026\/04\/Vinamilk-DN-ben-vung_2022-2.jpg?resize=768%2C535&amp;ssl=1 768w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Ngu\u1ed3n: Internet<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">T\u1eeb ph\u00eda ng\u01b0\u1eddi ti\u00eau d\u00f9ng, c\u00e1c y\u1ebfu t\u1ed1 li\u00ean quan \u0111\u1ebfn s\u1ee9c kh\u1ecfe v\u00e0 m\u00f4i tr\u01b0\u1eddng ng\u00e0y c\u00e0ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua s\u1eafm. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 xu h\u01b0\u1edbng \u01b0u ti\u00ean c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 ngu\u1ed3n g\u1ed1c t\u1ef1 nhi\u00ean, \u00edt \u0111\u01b0\u1eddng, \u0111\u1ed3ng th\u1eddi quan t\u00e2m nhi\u1ec1u h\u01a1n \u0111\u1ebfn t\u00ednh minh b\u1ea1ch trong quy tr\u00ecnh s\u1ea3n xu\u1ea5t v\u00e0 cam k\u1ebft ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, ESG kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf y\u1ebfu t\u1ed1 truy\u1ec1n th\u00f4ng, m\u00e0 \u0111ang d\u1ea7n tr\u1edf th\u00e0nh m\u1ed9t ti\u00eau ch\u00ed c\u1ea1nh tranh quan tr\u1ecdng, \u0111\u1eb7c bi\u1ec7t trong nh\u00f3m kh\u00e1ch h\u00e0ng trung v\u00e0 cao c\u1ea5p.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"ket_luan\"><\/span><b>K\u1ebft lu\u1eadn<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc tr\u00ean TM\u0110T Vi\u1ec7t Nam \u0111ang ghi nh\u1eadn nh\u1eefng t\u00edn hi\u1ec7u t\u0103ng tr\u01b0\u1edfng t\u00edch c\u1ef1c, v\u1edbi doanh thu (+62%) v\u00e0 s\u1ea3n l\u01b0\u1ee3ng (+79%) \u0111\u1ec1u duy tr\u00ec \u0111\u00e0 m\u1edf r\u1ed9ng trong giai \u0111o\u1ea1n \u0111\u1ea7u n\u0103m 2026. Tuy nhi\u00ean, song song v\u1edbi t\u0103ng tr\u01b0\u1edfng, th\u1ecb tr\u01b0\u1eddng c\u0169ng cho th\u1ea5y s\u1ef1 s\u00e0ng l\u1ecdc m\u1ea1nh m\u1ebd, khi s\u1ed1 l\u01b0\u1ee3ng nh\u00e0 b\u00e1n thu h\u1eb9p trong khi doanh thu ti\u1ebfp t\u1ee5c t\u1eadp trung v\u00e0o nh\u00f3m th\u01b0\u01a1ng hi\u1ec7u l\u1edbn v\u00e0 gian h\u00e0ng ch\u00ednh h\u00e3ng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u1ede g\u00f3c \u0111\u1ed9 d\u00e0i h\u1ea1n, c\u00e1c xu h\u01b0\u1edbng nh\u01b0 s\u1eefa th\u1ef1c v\u1eadt, s\u1eefa theo c\u00f4ng d\u1ee5ng v\u00e0 ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng \u0111\u01b0\u1ee3c k\u1ef3 v\u1ecdng s\u1ebd ti\u1ebfp t\u1ee5c \u0111\u1ecbnh h\u00ecnh th\u1ecb tr\u01b0\u1eddng trong nh\u1eefng n\u0103m t\u1edbi. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y d\u01b0 \u0111\u1ecba t\u0103ng tr\u01b0\u1edfng v\u1eabn c\u00f2n \u0111\u00e1ng k\u1ec3, nh\u01b0ng \u0111\u1ed3ng th\u1eddi c\u0169ng \u0111\u1eb7t ra y\u00eau c\u1ea7u cao h\u01a1n \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p trong vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o s\u1ea3n ph\u1ea9m, v\u1eadn h\u00e0nh v\u00e0 x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean k\u00eanh TM\u0110T.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, d\u1ef1 b\u00e1o xu h\u01b0\u1edbng v\u00e0 khai th\u00e1c d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng TM\u0110T cho chi\u1ebfn l\u01b0\u1ee3c ng\u00e0nh S\u1eefa n\u01b0\u1edbc n\u0103m 2026, doanh nghi\u1ec7p c\u00f3 \u0111\u1ec3 d\u00f9ng th\u1eed Metric Analytics &#8211; b\u1eb1ng c\u00e1ch \u0111\u1ec3 l\u1ea1i th\u00f4ng tin t\u1ea1i <\/span><a href=\"https:\/\/metric.vn\/solutions\/metric-ecom-analytics?utm_source=brandsvietnam&amp;utm_medium=blog&amp;utm_campaign=thi-truong-qua-tet&amp;utm_term=https:\/\/metric.vn\/\"><span style=\"font-weight: 400;\">http:\/\/metric.vn<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2013<\/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.<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Metric hi\u1ec7n \u0111ang h\u1ed7 tr\u1ee3 h\u01a1n 1.500 doanh nghi\u1ec7p h\u00e0ng \u0111\u1ea7u Vi\u1ec7t Nam, \u0111\u1eb7t m\u1ee5c ti\u00eau ch\u1ea1m m\u1ed1c 10.000 doanh nghi\u1ec7p v\u00e0o n\u0103m 2030 v\u00e0 ti\u1ebfp t\u1ee5c kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf l\u00e0 \u0111\u1ed1i t\u00e1c chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a c\u00e1c t\u1ed5 ch\u1ee9c uy t\u00edn nh\u01b0 Hi\u1ec7p h\u1ed9i Th\u01b0\u01a1ng m\u1ea1i \u0110i\u1ec7n t\u1eed Vi\u1ec7t Nam (VECOM), C\u1ee5c Ph\u00e1t tri\u1ec3n Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed &amp; Kinh t\u1ebf s\u1ed1 (B\u1ed9 C\u00f4ng Th\u01b0\u01a1ng), c\u00e1c n\u1ec1n t\u1ea3ng TM\u0110T h\u00e0ng \u0111\u1ea7u.<\/span><\/em><\/p>\n<ul>\n<li><em>Website:<a href=\"https:\/\/www.metric.vn\/\"> https:\/\/www.metric.vn<\/a><\/em><\/li>\n<li><em><span style=\"font-weight: 400;\">Email: info@metric.vn<\/span><\/em><\/li>\n<li><em>Phone Number: 0338 062 221<\/em><\/li>\n<\/ul>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Trong g\u1ea7n 3 th\u00e1ng \u0111\u1ea7u n\u0103m 2026, th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam tr\u00ean Shopee ghi nh\u1eadn nh\u1eefng con s\u1ed1 t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng, kh\u00f4ng ch\u1ec9&#46;&#46;&#46;<\/p>\n","protected":false},"author":1,"featured_media":1319,"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-1307","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecom-market-research"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Th\u1ecb tr\u01b0\u1eddng S\u1eefa n\u01b0\u1edbc Vi\u1ec7t Nam qua l\u0103ng k\u00ednh s\u00e0n TM\u0110T Shopee: Quy m\u00f4, xu h\u01b0\u1edbng &amp; 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