{"id":263,"date":"2023-07-29T11:18:18","date_gmt":"2023-07-29T04:18:18","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=263"},"modified":"2023-08-01T17:50:08","modified_gmt":"2023-08-01T10:50:08","slug":"bi-quyet-tang-gap-doi-doanh-thu-ban-thuc-pham-chuc-nang-trong-3-thang-bang-theo-doi-sat-thi-truong-tmdt","status":"publish","type":"post","link":"https:\/\/metric.vn\/insights\/bi-quyet-tang-gap-doi-doanh-thu-ban-thuc-pham-chuc-nang-trong-3-thang-bang-theo-doi-sat-thi-truong-tmdt\/","title":{"rendered":"B\u00ed quy\u1ebft t\u0103ng g\u1ea5p \u0111\u00f4i doanh thu b\u00e1n Th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng trong 3 th\u00e1ng b\u1eb1ng theo d\u00f5i s\u00e1t th\u1ecb tr\u01b0\u1eddng TM\u0110T"},"content":{"rendered":"\n<p><em>Th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng \u0111ang l\u00e0 ng\u00e0nh h\u00e0ng ph\u00e1t tri\u1ec3n tr\u00ean c\u00e1c s\u00e0n TM\u0110T. Tuy nhi\u00ean, \u0111i c\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 s\u1ef1 c\u1ea1nh tranh gay g\u1eaft t\u1eeb doanh nghi\u1ec7p, nh\u00e0 ph\u00e2n ph\u1ed1i cho \u0111\u1ebfn c\u00e1c nh\u00e0 b\u00e1n OEM. Trong b\u1ed1i c\u1ea3nh n\u00e0y,1 doanh nghi\u1ec7p kh\u00e1ch h\u00e0ng c\u1ee7a Metric&nbsp; v\u1eabn gi\u1eef v\u1eefng th\u1ecb ph\u1ea7n, \u0111\u1ed3ng th\u1eddi t\u0103ng g\u1ea5p \u0111\u00f4i doanh thu ch\u1ec9 sau 3 th\u00e1ng \u0111\u1ea7u n\u0103m 2023 nh\u1edd v\u00e0o c\u00e1c \u0111i\u1ec1u ch\u1ec9nh h\u1ee3p l\u00fd d\u1ef1a tr\u00ean ph\u00e2n t\u00edch s\u1ed1 li\u1ec7u th\u1ecb tr\u01b0\u1eddng ch\u00ednh x\u00e1c.&nbsp;<\/em><\/p>\n\n\n\n<p><strong>Th\u1ecb tr\u01b0\u1eddng Th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng ph\u00e1t tri\u1ec3n th\u1ea7n t\u1ed1c&nbsp;<\/strong><\/p>\n\n\n\n<p>Trong v\u00e0i n\u0103m tr\u1edf l\u1ea1i \u0111\u00e2y, Th\u1ecb tr\u01b0\u1eddng Th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng (TPCN) c\u1ee7a Vi\u1ec7t Nam \u0111ang ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng. N\u1ebfu nh\u01b0 n\u0103m 2000, ch\u1ec9 13 c\u01a1 s\u1edf nh\u1eadp kh\u1ea9u v\u00e0 63 lo\u1ea1i TPCN c\u00f3 m\u1eb7t t\u1ea1i Vi\u1ec7t Nam th\u00ec t\u00ednh \u0111\u1ebfn nay, c\u1ea3 n\u01b0\u1edbc \u0111\u00e3 c\u00f3 4.000 doanh nghi\u1ec7p v\u00e0 kho\u1ea3ng h\u01a1n 10.000 s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u01b0a ra th\u1ecb tr\u01b0\u1eddng (Theo Hi\u1ec7p h\u1ed9i Th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng Vi\u1ec7t Nam). 58.5% d\u00e2n s\u1ed1 tr\u00ean 18 tu\u1ed5i t\u1ea1i Vi\u1ec7t Nam \u0111\u1ec1u \u0111ang s\u1eed d\u1ee5ng nh\u1eefng th\u1ef1c ph\u1ea9m dinh d\u01b0\u1ee1ng, th\u1ef1c ph\u1ea9m b\u1ea3o v\u1ec7 s\u1ee9c kho\u1ebb. \u0110\u1eb7c bi\u1ec7t, c\u00e1c s\u1ea3n ph\u1ea9m trong n\u01b0\u1edbc chi\u1ebfm \u01b0u th\u1ebf v\u1edbi t\u1ef7 l\u1ec7 l\u00ean t\u1edbi 60% &#8211; 80%.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"586\" src=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2023\/07\/Screenshot_1.png?resize=740%2C586&#038;ssl=1\" alt=\"\" class=\"wp-image-264\" srcset=\"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2023\/07\/Screenshot_1.png?w=798&amp;ssl=1 798w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2023\/07\/Screenshot_1.png?resize=300%2C238&amp;ssl=1 300w, https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2023\/07\/Screenshot_1.png?resize=768%2C608&amp;ssl=1 768w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><em>T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 ng\u00e0nh h\u00e0ng TPCN tr\u00ean s\u00e0n Shopee, Lazada, Tiki, Sendo 3 th\u00e1ng \u0111\u1ea7u n\u0103m 2023<\/em><\/p>\n\n\n\n<p>Tuy nhi\u00ean, s\u1ef1 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd c\u1ee7a th\u1ecb tr\u01b0\u1eddng TPCN c\u0169ng mang \u0111\u1ebfn nhi\u1ec1u m\u1eb7t tr\u00e1i cho m\u00f4i tr\u01b0\u1eddng kinh doanh ng\u00e0nh h\u00e0ng n\u00e0y.<\/p>\n\n\n\n<p>C\u00e1c s\u1ea3n ph\u1ea9m gi\u1ea3, k\u00e9m ch\u1ea5t l\u01b0\u1ee3ng xu\u1ea5t hi\u1ec7n tr\u00e0n lan \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c \u0111\u1ebfn uy t\u00edn c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00e1c doanh nghi\u1ec7p kinh doanh ch\u00e2n ch\u00ednh.<\/p>\n\n\n\n<p>Th\u1ee9 hai, c\u00e1c h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o bi\u1ebfn t\u01b0\u1edbng th\u1ed5i ph\u1ed3ng c\u00f4ng d\u1ee5ng c\u1ee7aTPCN nh\u01b0 1 s\u1ea3n ph\u1ea9m thay th\u1ebf thu\u1ed1c ch\u1eefa b\u1ec7nh ho\u1eb7c c\u00f3 nh\u1eefng \u201csi\u00eau c\u00f4ng d\u1ee5ng\u201d \u0111\u1eb7c bi\u1ec7t. Nhi\u1ec1u ng\u01b0\u1eddi b\u1ec7nh \u0111\u00e3 s\u1eed d\u1ee5ng sai c\u00e1ch v\u00e0 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn s\u1ee9c kho\u1ebb. Nh\u1eefng tr\u01b0\u1eddng h\u1ee3p nh\u01b0 v\u1eady x\u1ea3y ra th\u01b0\u1eddng xuy\u00ean khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e1nh gi\u00e1 ti\u00eau c\u1ef1c v\u1ec1 th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng v\u00e0 nh\u00e0 b\u00e1n c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m n\u00e0y.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>M\u1eb7c d\u00f9 v\u1eady, v\u1edbi t\u1ef7 l\u1ec7 t\u0103ng tr\u01b0\u1edfng 15%\/n\u0103m, ng\u00e0nh h\u00e0ng TPCN lu\u00f4n l\u00e0 1 d\u00f2ng s\u1ea3n ph\u1ea9m ti\u1ec1m n\u0103ng \u0111\u1ed1i v\u1edbi m\u1ecdi doanh nghi\u1ec7p. V\u1eady n\u00ean, c\u00e1c s\u1ea3n ph\u1ea9m TPCN m\u1edbi lu\u00f4n \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt v\u00e0 c\u1ea3i bi\u1ebfn li\u00ean t\u1ee5c \u0111\u00e1p \u1ee9ng xu h\u01b0\u1edbng nhu c\u1ea7u ti\u00eau d\u00f9ng m\u1edbi. \u0110i\u1ec1u n\u00e0y bu\u1ed9c doanh nghi\u1ec7p lu\u00f4n ph\u1ea3i theo s\u00e1t th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng xuy\u00ean, \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh R&amp;D nhanh ch\u00f3ng \u0111\u1ec3 tuy\u1ec7t kh\u00f4ng b\u1ecb b\u1ecf l\u1ea1i ph\u00eda sau.<\/p>\n\n\n\n<p><strong>T\u0103ng tr\u01b0\u1edfng g\u1ea5p g\u1ea7n 2 l\u1ea7n doanh thu nh\u1edd theo s\u00e1t th\u1ecb tr\u01b0\u1eddng ng\u00e0nh h\u00e0ng tr\u00ean s\u00e0n TM\u0110T<\/strong><\/p>\n\n\n\n<p>S &#8211; m\u1ed9t doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng trong l\u0129nh v\u1ef1c M\u1ef9 ph\u1ea9m &#8211; TPCN hi\u1ec7n \u0111ang l\u00e0 \u0111\u1ed1i t\u00e1c c\u1ee7a Metric. M\u1eb7c d\u00f9 l\u00e0 th\u01b0\u01a1ng hi\u1ec7u l\u00e2u \u0111\u1eddi v\u00e0 \u0111\u01b0\u1ee3c s\u1ef1 tin d\u00f9ng c\u1ee7a nhi\u1ec1u kh\u00e1ch h\u00e0ng trung th\u00e0nh, S v\u1eabn kh\u00f4ng tr\u00e1nh kh\u1ecfi vi\u1ec7c c\u1ea1nh tranh gay g\u1eaft v\u1edbi c\u00e1c doanh nghi\u1ec7p m\u1edbi xu\u1ea5t hi\u1ec7n tr\u00ean n\u1ec1n t\u1ea3ng TM\u0110T.&nbsp;<\/p>\n\n\n\n<p>\u0110\u1ec3 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c kinh doanh c\u00f3 t\u00ednh c\u1ea1nh tranh cao, S \u0111\u00e3 lu\u00f4n theo s\u00e1t s\u1ed1 li\u1ec7u th\u1ecb tr\u01b0\u1eddng theo t\u1eebng th\u00e1ng, t\u1eebng qu\u00fd v\u00e0 \u0111\u01b0a ra nh\u1eefng \u0111i\u1ec1u ch\u1ec9nh ph\u00f9 h\u1ee3p.<\/p>\n\n\n\n<p>\u0110\u1ea7u ti\u00ean, S nh\u1eadn th\u1ea5y doanh thu c\u1ee7a c\u00f4ng ty \u0111\u00e3 t\u0103ng tr\u01b0\u1edfng g\u1ea7n g\u1ea5p 1.5 l\u1ea7n trong 2 th\u00e1ng \u0111\u1ea7u n\u0103m. S\u1ef1 ph\u00e1t tri\u1ec3n doanh thu c\u1ee7a S \u0111\u1ebfn t\u1eeb 2 y\u1ebfu t\u1ed1 ch\u00ednh: th\u1ecb tr\u01b0\u1eddng chung to\u00e0n ng\u00e0nh h\u00e0ng TPCN t\u0103ng tr\u01b0\u1edfng; 1 s\u1ed1 s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c c\u1ee7a doanh nghi\u1ec7p mang l\u1ea1i doanh s\u1ed1 l\u1edbn.<\/p>\n\n\n\n<p>N\u1eafm \u0111\u01b0\u1ee3c l\u00fd do t\u0103ng doanh thu ch\u00ednh l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 doanh nghi\u1ec7p nh\u1eadn bi\u1ebft nh\u1eefng m\u1ea3ng ho\u1ea1t \u0111\u1ed9ng hi\u1ec7u qu\u1ea3, qua \u0111\u00f3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p.&nbsp;<\/p>\n\n\n\n<p>Th\u1ee9 hai, nh\u1eadn th\u1ea5y s\u1ef1 ph\u00e1t tri\u1ec3n chung ng\u00e0nh h\u00e0ng, S quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 th\u00fac \u0111\u1ea9y s\u1ea3n xu\u1ea5t v\u00e0 gia t\u0103ng ng\u00e2n s\u00e1ch marketing, qua \u0111\u00f3 nhanh ch\u00f3ng chi\u1ebfm th\u1ecb ph\u1ea7n c\u1ee7a \u0111\u1ed1i th\u1ee7 \u0111\u00fang th\u1eddi \u0111i\u1ec3m theo d\u1ef1 ki\u1ebfn. \u0110\u1ed3ng th\u1eddi, KPIs cho t\u1eebng nh\u00e0 ph\u00e2n ph\u1ed1i c\u0169ng \u0111\u01b0\u1ee3c S \u0111i\u1ec1u ch\u1ec9nh t\u0103ng ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n<p>Th\u1ee9 ba, S ph\u00e2n t\u00edch c\u00e1c s\u1ea3n ph\u1ea9m \u0111ang \u0111\u01b0\u1ee3c b\u00e1n ch\u1ea1y c\u1ee7a to\u00e0n th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u1ee7a b\u1ea3n th\u00e2n doanh nghi\u1ec7p. Nh\u1eadn th\u1ea5y nh\u00f3m s\u1ea3n ph\u1ea9m Collagen \u0111ang \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng, S tri\u1ec3n khai R&amp;D v\u00e0 s\u1ea3n xu\u1ea5t nhi\u1ec1u lo\u1ea1i Collagen kh\u00e1c nhau (v\u00ed d\u1ee5 collagen d\u1ea1ng n\u01b0\u1edbc v\u00e0 collagen d\u1ea1ng vi\u00ean u\u1ed1ng). Ngo\u00e0i ra, kem ch\u1ed1ng n\u1eafng c\u0169ng l\u00e0 nh\u00f3m s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c doanh nghi\u1ec7p \u0111\u1ea9y m\u1ea1nh khi nh\u1eadn \u0111\u00e2y l\u00e0 th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng trong giai \u0111o\u1ea1n b\u00e1n h\u00e0ng h\u00e8.\u00a0<\/p>\n\n\n\n<p>K\u1ebft qu\u1ea3 l\u00e0 th\u00e1ng ti\u1ebfp theo, S ti\u1ebfp t\u1ee5c t\u0103ng tr\u01b0\u1edfng m\u1ea1nh doanh s\u1ed1. So v\u1edbi th\u00e1ng 1\/2023 th\u00ec doanh s\u1ed1 th\u00e1ng 3 c\u1ee7a doanh nghi\u1ec7p \u0111\u00e3 t\u0103ng g\u1ea7n g\u1ea5p 2 l\u1ea7n.<\/p>\n\n\n\n<p>Metric hy v\u1ecdng case-study c\u1ee7a kh\u00e1ch h\u00e0ng S s\u1ebd h\u1ed7 tr\u1ee3 h\u1eefu hi\u1ec7u c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t &amp; ph\u00e2n ph\u1ed1i trong qu\u00e1 tr\u00ecnh m\u1edf r\u1ed9ng t\u0103ng tr\u01b0\u1edfng qua k\u00eanh Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"\u01af\u1edbc t\u00ednh dung l\u01b0\u1ee3ng th\u1ecb tr\u01b0\u1eddng tr\u00ean s\u00e0n TM\u0110T\" width=\"740\" height=\"416\" src=\"https:\/\/www.youtube.com\/embed\/SpQa4KKWH6w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/div>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Metric Insights&nbsp;<\/strong>l\u00e0 chu\u1ed7i b\u00e0i vi\u1ebft v\u1ec1 nh\u1eefng c\u00e2u chuy\u1ec7n kinh doanh tr\u00ean TM\u0110T th\u00e0nh c\u00f4ng v\u00e0 t\u00edch c\u1ef1c t\u1eeb ch\u00ednh kh\u00e1ch h\u00e0ng \/ \u0111\u1ed1i t\u00e1c m\u00e0 ch\u00fang t\u00f4i c\u00f3 c\u01a1 h\u1ed9i \u0111\u01b0\u1ee3c \u0111\u1ed3ng h\u00e0nh. Trong c\u00e1c b\u00e0i vi\u1ebft thu\u1ed9c chu\u1ed7i Insights n\u00e0y, t\u00ean nh\u00e2n v\u1eadt v\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 \u0111\u01b0\u1ee3c thay \u0111\u1ed5i \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o danh t\u00ednh v\u00e0 c\u00e1c b\u00ed m\u1eadt kinh doanh c\u1ee7a c\u00e1c \u0111\u01a1n v\u1ecb li\u00ean quan.<br>Tr\u00e2n tr\u1ecdng m\u1eddi h\u1ee3p t\u00e1c &amp; trao \u0111\u1ed5i qua: insight@metric.vn .<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng \u0111ang l\u00e0 ng\u00e0nh h\u00e0ng ph\u00e1t tri\u1ec3n tr\u00ean c\u00e1c s\u00e0n TM\u0110T. Tuy nhi\u00ean, \u0111i c\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 s\u1ef1 c\u1ea1nh tranh gay g\u1eaft&#46;&#46;&#46;<\/p>\n","protected":false},"author":4,"featured_media":265,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12,3],"tags":[],"class_list":["post-263","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","category-metric"],"aioseo_notices":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/i0.wp.com\/metric.vn\/insights\/wp-content\/uploads\/2023\/07\/2-scaled.jpg?fit=2560%2C1707&ssl=1","_links":{"self":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/263","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/comments?post=263"}],"version-history":[{"count":3,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/263\/revisions"}],"predecessor-version":[{"id":268,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/263\/revisions\/268"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media\/265"}],"wp:attachment":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media?parent=263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/categories?post=263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/tags?post=263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}