{"id":175,"date":"2023-06-14T18:20:56","date_gmt":"2023-06-14T11:20:56","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=175"},"modified":"2023-07-17T10:35:43","modified_gmt":"2023-07-17T03:35:43","slug":"dot-pha-doanh-thu-nho-cap-nhat-san-pham-ban-chay-tren-san-tmdt-vao-cua-hang-offline","status":"publish","type":"post","link":"https:\/\/metric.vn\/insights\/dot-pha-doanh-thu-nho-cap-nhat-san-pham-ban-chay-tren-san-tmdt-vao-cua-hang-offline\/","title":{"rendered":"\u0110\u00f4\u0323t pha\u0301 doanh thu nh\u01a1\u0300 c\u00e2\u0323p nh\u00e2\u0323t sa\u0309n ph\u00e2\u0309m ba\u0301n cha\u0323y tr\u00ean sa\u0300n TM\u0110T va\u0300o c\u01b0\u0309a ha\u0300ng Offline"},"content":{"rendered":"\n

Nhu c\u1ea7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u1ea3m m\u1ea1nh, suy tho\u00e1i giai \u0111o\u1ea1n h\u1eadu covid,… \u0111\u00e3 khi\u1ebfn th\u1ecb tr\u01b0\u1eddng b\u00e1n l\u1ebb \u0111i\u1ec7n m\u00e1y – c\u00f4ng ngh\u1ec7 tr\u1edf n\u00ean v\u00f4 c\u00f9ng kh\u00f3 kh\u0103n. C\u00f9ng t\u00ecm hi\u1ec3u c\u00e1ch\u00a0 m\u1ed9t kh\u00e1ch h\u00e0ng c\u1ee7a Metric \u0111\u00e3 \u201cv\u01b0\u1ee3t b\u00e3o\u201d giai \u0111o\u1ea1n kh\u00f3 kh\u0103n n\u00e0y.<\/em><\/p>\n\n\n\n

Th\u1ecb tr\u01b0\u1eddng \u1ea3m \u0111\u1ea1m, c\u00e1c \u0111\u01a1n v\u1ecb ph\u00e2n ph\u1ed1i thi\u1ebft b\u1ecb \u0111i\u1ec7n t\u1eed \u201cng\u1ea5m \u0111\u00f2n\u201d<\/strong><\/h2>\n\n\n\n

Trong m\u00f9a mua s\u1eafm cu\u1ed1i n\u0103m 2022, doanh thu c\u1ee7a nhi\u1ec1u \u0111\u1ea1i l\u00fd b\u00e1n l\u1ebb ng\u00e0nh h\u00e0ng \u0111i\u1ec7n m\u00e1y – c\u00f4ng ngh\u1ec7 s\u1ee5t gi\u1ea3m. Hi\u1ec7n t\u01b0\u1ee3ng n\u00e0y cho th\u1ea5y r\u00f5 s\u1ef1 ti\u00eau c\u1ef1c khi th\u00f4ng th\u01b0\u1eddng, \u0111\u00e2y m\u1edbi l\u00e0 th\u1eddi \u0111i\u1ec3m n\u00f3ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng do s\u1ef1 r\u1ee5c r\u1ecbch ra m\u1eaft c\u1ee7a 1 s\u1ed1 s\u1ea3n ph\u1ea9m flagship. Th\u1eadm ch\u00ed sang m\u00f9a mua s\u1eafm cao \u0111i\u1ec3m d\u1ecbp t\u1ebft Nguy\u00ean \u0111\u00e1n, c\u00f4ng vi\u1ec7c kinh doanh c\u1ee7a c\u00e1c doanh nghi\u1ec7p v\u1eabn ch\u01b0a c\u00f3 d\u1ea5u hi\u1ec7u kh\u1edfi s\u1eafc v\u00e0 t\u00ecnh tr\u1ea1ng n\u00e0y \u0111ang k\u00e9o d\u00e0i t\u1edbi h\u1ebft qu\u00fd I\/2023.<\/p>\n\n\n\n

Theo b\u00e1o c\u00e1o c\u1ee7a GfK, trong 2 th\u00e1ng \u0111\u1ea7u n\u0103m 2023, doanh s\u1ed1 t\u1ea1i th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam ch\u1ec9 \u0111\u1ea1t ch\u01b0a \u0111\u1ebfn 2.5 tri\u1ec7u chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng, gi\u1ea3m 30% so v\u1edbi c\u00f9ng k\u1ef3 v\u00e0o n\u0103m 2022. Theo th\u1ed1ng k\u00ea, v\u1edbi m\u1ee9c t\u0103ng tr\u01b0\u1edfng ng\u00e0nh h\u00e0ng trung b\u00ecnh l\u00e0 t\u1eeb 5% – 15% m\u1ed7i n\u0103m trong \u0111i\u1ec1u ki\u1ec7n thu\u1eadn l\u1ee3i, m\u1ee9c th\u1ee5t l\u00f9i n\u00e0y \u0111\u00e3 t\u01b0\u01a1ng \u0111\u01b0\u01a1ng 2 – 3 n\u0103m. <\/p>\n\n\n\n

\u0110\u1ec3 gia t\u0103ng ngu\u1ed3n thu, nhi\u1ec1u \u0111\u1ea1i l\u00fd ph\u00e2n ph\u1ed1i di \u0111\u1ed9ng thi nhau \u0111\u1ea9y m\u1ea1nh c\u00e1c ho\u1ea1t \u0111\u1ed9ng gi\u1ea3m gi\u00e1 – khuy\u1ebfn m\u1ea1i. Nhi\u1ec1u s\u1ea3n ph\u1ea9m th\u1eddi \u0111i\u1ec3m hi\u1ec7n t\u1ea1i tr\u00ean k\u1ec7 gi\u00e1 ch\u1ec9 b\u1eb1ng 50% – 70% gi\u00e1 khi v\u1eeba m\u1edbi ra m\u1eaft, khi\u1ebfn l\u1ee3i nhu\u1eadn doanh nghi\u1ec7p th\u1eadm ch\u00ed tr\u00f4i v\u1ec1 m\u1ee9c \u00e2m. Ph\u01b0\u01a1ng \u00e1n t\u1ea1m th\u1eddi n\u00e0y c\u00f3 th\u1ec3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u gi\u1eef l\u1ea1i \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n, tuy nhi\u00ean v\u1ec1 l\u00e2u d\u00e0i c\u1ea3 ng\u00e0nh s\u1ebd c\u00f9ng nhau b\u1ecb k\u00e9o xu\u1ed1ng. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Kh\u00f4ng nh\u1eefng th\u1ebf, nhi\u1ec1u doanh nghi\u1ec7p c\u00f2n \u0111ang trong qu\u00e1 tr\u00ecnh m\u1ea1nh tay c\u1eaft gi\u1ea3m nh\u00e2n s\u1ef1 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o \u0111\u01b0\u1ee3c d\u00f2ng ti\u1ec1n. Kh\u00f4ng kh\u00f3 nh\u1eadn ra s\u1ef1 \u1ea3m \u0111\u1ea1m c\u1ee7a to\u00e0n th\u1ecb tr\u01b0\u1eddng b\u00e1n l\u1ebb \u0111i\u1ec7n t\u1eed – di \u0111\u1ed9ng.<\/p>\n\n\n\n

Gi\u1eef v\u1eefng doanh thu nh\u1edd s\u1ea3n ph\u1ea9m trending tr\u00ean s\u00e0n TM\u0110T<\/strong><\/h2>\n\n\n\n

Doanh nghi\u1ec7p T l\u00e0 \u0111\u1ed1i t\u00e1c c\u1ee7a Metric trong l\u0129nh v\u1ef1c ph\u00e2n ph\u1ed1i c\u00e1c thi\u1ebft b\u1ecb di \u0111\u1ed9ng, \u0111i\u1ec7n t\u1eed. S\u1edf h\u1eefu s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng r\u1ea5t l\u1edbn tr\u1ea3i d\u00e0i kh\u1eafp c\u1ea3 n\u01b0\u1edbc, T c\u0169ng ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi kh\u00f4ng \u00edt kh\u00f3 kh\u0103n trong vi\u1ec7c duy tr\u00ec th\u1ecb ph\u1ea7n, \u1ed5n \u0111\u1ecbnh doanh thu v\u00e0 t\u00ecm c\u00e1ch ph\u00e1t tri\u1ec3n h\u1eadu Covid. <\/p>\n\n\n\n

\u0110\u1ea7u ti\u00ean, nh\u1eadn th\u1ea5y s\u1ef1 c\u1ea1nh tranh gay g\u1eaft \u0111\u1ebfn t\u1eeb c\u00e1c \u0111\u1ed1i th\u1ee7, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong cu\u1ed9c chi\u1ebfn v\u1ec1 gi\u00e1, T s\u1eed d\u1ee5ng Metric h\u00e0ng ng\u00e0y \u0111\u1ec3 \u0111o l\u01b0\u1eddng th\u1ecb tr\u01b0\u1eddng v\u00e0 xu h\u01b0\u1edbng. T c\u1eadp nh\u1eadt th\u01b0\u1eddng xuy\u00ean l\u1ecbch s\u1eed gi\u00e1 c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u00e0 doanh nghi\u1ec7p \u0111ang kinh doanh, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra nh\u1eefng \u0111i\u1ec1u ch\u1ec9nh ph\u00f9 h\u1ee3p. <\/p>\n\n\n\n

Th\u1ee9 hai, T t\u00ecm ki\u1ebfm c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi \u0111ang b\u00e1n ch\u1ea1y tr\u00ean c\u00e1c s\u00e0n TM\u0110T \u0111\u1ec3 b\u1ed5 sung v\u00e0o danh s\u00e1ch b\u00e1n h\u00e0ng. \u0110i\u1ec1u n\u00e0y ph\u1ee5c v\u1ee5 3 m\u1ee5c \u0111\u00edch: ph\u00e1t tri\u1ec3n doanh thu, \u0111a d\u1ea1ng ho\u00e1 s\u1ea3n ph\u1ea9m c\u1eeda h\u00e0ng offline v\u00e0 tr\u00e1nh ph\u1ea3i c\u1ea1nh tranh c\u00e1c chu\u1ed7i kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

Th\u00f4ng qua nh\u1eefng d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch t\u1eeb Metric, T nh\u1eadn th\u1ea5y tivi Coocaa t\u1ea1i E-Commerce kinh doanh r\u1ea5t t\u1ed1t. Tr\u00ean c\u00e1c s\u00e0n TM\u0110T trong v\u00f2ng 1 n\u0103m tr\u1edf l\u1ea1i \u0111\u00e2y, Coocaa \u0111\u1ee9ng th\u1ee9 4 v\u1ec1 doanh s\u1ed1, ch\u1ec9 sau nh\u1eefng \u00f4ng l\u1edbn kh\u00e1c l\u00e0 Samsung, LG v\u00e0 Sony. Coocaa c\u0169ng lu\u00f4n c\u00f3 nh\u1eefng s\u1ea3n ph\u1ea9m n\u1eb1m trong danh s\u00e1ch nh\u1eefng s\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y.<\/p>\n\n\n\n

<\/strong><\/p>\n\n\n\n

Ngo\u00e0i ra, th\u00e0nh ph\u1ed1 H\u1ed3 Ch\u00ed Minh l\u00e0 th\u1ecb tr\u01b0\u1eddng ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m n\u00e0y t\u1ed1t nh\u1ea5t, chi\u1ebfm 77.4% c\u1ea3 n\u01b0\u1edbc. \u0110\u00e2y c\u0169ng l\u00e0 \u0111\u1ecba \u0111i\u1ec3m m\u00e0 doanh nghi\u1ec7p T \u0111\u1eb7t nhi\u1ec1u c\u1eeda h\u00e0ng offline nh\u1ea5t. Ch\u00ednh v\u00ec v\u1eady, tivi Coocaa \u0111\u00e3 \u0111\u01b0\u1ee3c T l\u1ef1a ch\u1ecdn nh\u1eadp v\u1ec1 \u0111\u1ec3 b\u1ed5 sung cho danh s\u00e1ch s\u1ea3n ph\u1ea9m.<\/p>\n\n\n\n

T\u1eeb ph\u00e2n t\u00edch d\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p T \u0111\u00e3 v\u01b0\u1ee3t qua \u0111\u01b0\u1ee3c s\u1ef1 kh\u00f3 kh\u0103n c\u1ee7a th\u1ecb tr\u01b0\u1eddng \u0111i\u1ec7n m\u00e1y – c\u00f4ng ngh\u1ec7 qua 2 ph\u01b0\u01a1ng \u00e1n:<\/p>\n\n\n\n

+ Theo d\u00f5i th\u1ecb tr\u01b0\u1eddng v\u00e0 xu h\u01b0\u1edbng h\u00e0ng ng\u00e0y \u0111\u1ec3 k\u1ecbp th\u1eddi \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c kinh doanh<\/p>\n\n\n\n

+ T\u00ecm ki\u1ebfm c\u00e1c s\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y tr\u00ean s\u00e0n TM\u0110T \u0111\u1ec3 b\u1ed5 sung c\u1eeda h\u00e0ng offline.  <\/p>\n\n\n\n

D\u1ef1 ki\u1ebfn kinh t\u1ebf ti\u1ebfp t\u1ee5c kh\u00f3 kh\u0103n t\u1edbi h\u1ebft n\u0103m 2023. Metric hi v\u1ecdng case-study c\u1ee7a doanh nghi\u1ec7p T s\u1ebd l\u00e0 b\u00e0i h\u1ecdc \u0111\u1ec3 c\u00e1c doanh nghi\u1ec7p tham kh\u1ea3o h\u01b0\u1edbng ra quy\u1ebft s\u00e1ch kinh doanh th\u00f4ng th\u00e1i v\u00e0 t\u1ed1i \u01b0u nh\u1ea5t.<\/p>\n\n\n\n

\n