{"id":294,"date":"2023-09-13T14:03:31","date_gmt":"2023-09-13T07:03:31","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=294"},"modified":"2023-09-13T14:03:33","modified_gmt":"2023-09-13T07:03:33","slug":"danh-chiem-nen-tang-ecommerce-than-toc-nho-san-pham-khac-biet-so-voi-thi-truong","status":"publish","type":"post","link":"https:\/\/metric.vn\/insights\/danh-chiem-nen-tang-ecommerce-than-toc-nho-san-pham-khac-biet-so-voi-thi-truong\/","title":{"rendered":"\u0110\u00c1NH CHI\u1ebeM N\u1ec0N T\u1ea2NG ECOMMERCE TH\u1ea6N T\u1ed0C NH\u1edc S\u1ea2N PH\u1ea8M KH\u00c1C BI\u1ec6T SO V\u1edaI TH\u1eca TR\u01af\u1edcNG"},"content":{"rendered":"\n

Tr\u00ean s\u00e0n TM\u0110T, ph\u1ee5 ki\u1ec7n di \u0111\u1ed9ng lu\u00f4n l\u00e0 ng\u00e0nh h\u00e0ng \u201cng\u00e1ch\u201d c\u00f3 s\u1ef1 ph\u00e1t tri\u1ec3n v\u00e0 t\u0103ng tr\u01b0\u1edfng \u1ed5n \u0111\u1ecbnh. Tuy nhi\u00ean, vi\u1ec7c tr\u1edf th\u00e0nh c\u00e1 m\u1eadp trong \u0111\u1ea1i d\u01b0\u01a1ng \u0111\u1ecf l\u00e0 kh\u00f4ng ph\u1ea3i l\u00e0 \u0111i\u1ec1u d\u1ec5 d\u00e0ng gi\u1eefa bi\u1ec3n s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng ch\u1ee7ng lo\u1ea1i v\u00e0 ngu\u1ed3n g\u1ed1c, \u0111\u1eb7c bi\u1ec7t c\u1ea1nh tranh v\u1edbi c\u00e1c h\u00e3ng gi\u00e1 r\u1ebb t\u1eeb Trung Qu\u1ed1c. H\u00e3y c\u00f9ng t\u00ecm nhanh b\u00ed k\u00edp gi\u00fap 1 th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 ki\u1ec7n di \u0111\u1ed9ng n\u1ed9i \u0111\u1ecba \u0111\u00e1nh chi\u1ebfm th\u1ecb tr\u01b0\u1eddng hi\u1ec7u qu\u1ea3.<\/em><\/p>\n\n\n\n

Th\u1ecb tr\u01b0\u1eddng ng\u00e0nh h\u00e0ng Ph\u1ee5 ki\u1ec7n \u0111i\u1ec7n tho\u1ea1i thu h\u00fat nhi\u1ec1u nh\u00e0 b\u00e1n tr\u00ean n\u1ec1n t\u1ea3ng Ecommerce<\/strong><\/p>\n\n\n\n

\u0110i c\u00f9ng v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd c\u1ee7a ng\u00e0nh h\u00e0ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh, ph\u1ee5 ki\u1ec7n di \u0111\u1ed9ng c\u0169ng \u0111ang tr\u1edf th\u00e0nh m\u1ea3nh \u0111\u1ea5t m\u00e0u m\u1ee1 cho nh\u1eefng nh\u00e0 kinh doanh tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng Ecommerce. <\/p>\n\n\n\n

Theo th\u1ed1ng k\u00ea c\u1ee7a Metric, 6 th\u00e1ng \u0111\u1ea7u n\u0103m 2023, nh\u00f3m s\u1ea3n ph\u1ea9m ph\u1ee5 ki\u1ec7n n\u1eb1m trong ng\u00e0nh h\u00e0ng Ph\u1ee5 ki\u1ec7n & \u0110i\u1ec7n tho\u1ea1i \u0111\u00e3 mang v\u1ec1 cho s\u00e0n TM\u0110T Shopee g\u1ea7n 1.343 t\u1ef7 \u0111\u1ed5ng, t\u0103ng t\u1edbi 41% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m 2022. \u0110\u1ed3ng th\u1eddi, s\u1ed1 s\u1ea3n ph\u1ea9m \u0111\u00e3 b\u00e1n c\u0169ng t\u0103ng l\u00ean m\u1ee9c 35%, \u0111\u1ea1t g\u1ea7n 37 tri\u1ec7u s\u1ea3n ph\u1ea9m t\u1edbi tay kh\u00e1ch h\u00e0ng. \u0110\u00e2y l\u00e0 nh\u1eefng con s\u1ed1 v\u00f4 c\u00f9ng t\u00edch c\u1ef1c khi n\u1ec1n kinh t\u1ebf v\u1eabn \u0111ang tr\u1ea3i qua nh\u1eefng bi\u1ebfn \u0111\u1ed9ng kh\u00f3 l\u01b0\u1eddng.\u00a0<\/p>\n\n\n\n

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3 nh\u00f3m h\u00e0ng \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 nhi\u1ec1u nh\u1ea5t l\u00e0: v\u1ecf bao, \u1ed1p l\u01b0ng & mi\u1ebfng d\u00e1n; c\u00e1p, s\u1ea1c  & b\u1ed9 chuy\u1ec3n \u0111\u1ed5i, s\u1ea1c d\u1ef1 ph\u00f2ng & pin.  <\/p>\n\n\n\n

Tuy nhi\u00ean, \u0111\u00e2y l\u00e0 nh\u00f3m s\u1ea3n ph\u1ea9m v\u1ed1n \u00edt, nh\u1ecf g\u1ecdn, d\u1ec5 d\u00e0ng nh\u1eadp kh\u1ea9u ho\u1eb7c gia c\u00f4ng n\u00ean h\u00e0ng gi\u1ea3, h\u00e0ng nh\u00e1i \u0111\u00e3 xu\u1ea5t hi\u1ec7n tr\u00e0n lan tr\u00ean th\u1ecb tr\u01b0\u1eddng. Th\u1eddi gian g\u1ea7n \u0111\u00e2y, c\u00e1c c\u01a1 quan qu\u1ea3n l\u00fd th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 ph\u00e1t hi\u1ec7n v\u00e0 x\u1eed l\u00fd 1 s\u1ed1 l\u01b0\u1ee3ng l\u1edbn linh ki\u1ec7n, ph\u1ee5 ki\u1ec7n, thi\u1ebft b\u1ecb \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng kh\u00f4ng r\u00f5 ngu\u1ed3n g\u1ed1c xu\u1ea5t x\u1ee9. V\u1edbi nh\u1eefng nh\u00e0 s\u1ea3n xu\u1ea5t n\u1ed9i \u0111\u1ecba, th\u00f4ng tin n\u00e0y r\u00f5 r\u00e0ng mang \u0111\u1ebfn nhi\u1ec1u \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c.<\/p>\n\n\n\n

\u0110\u1ea7u ti\u00ean, t\u00ecnh tr\u1ea1ng b\u00e1n ph\u00e1 gi\u00e1 ch\u1eafc ch\u1eafn x\u1ea3y ra. V\u1edbi nhi\u1ec1u ngu\u1ed3n nh\u1eadp t\u1eeb n\u01b0\u1edbc ngo\u00e0i, nh\u00e0 b\u00e1n nh\u1ecf l\u1ebb c\u00f3 th\u1ec3 nhanh ch\u00f3ng \u0111\u01b0a s\u1ea3n ph\u1ea9m t\u1edbi tay kh\u00e1ch h\u00e0ng m\u1ee9c gi\u00e1 r\u1ebb v\u00e0 kh\u00f4ng m\u1ea5t qu\u00e1 nhi\u1ec1u chi ph\u00ed cho qu\u00e1 tr\u00ecnh R&D.<\/p>\n\n\n\n

Th\u1ee9 hai, nhi\u1ec1u s\u1ea3n ph\u1ea9m gi\u00e1 r\u1ebb s\u1ebd c\u00f3 m\u1ee9c \u0111\u1ed9 ho\u00e0n thi\u1ec7n v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng kh\u00f4ng \u1ed5n \u0111\u1ecbnh. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng khi \u0111\u00f3 s\u1ebd c\u00f3 s\u1ef1 \u0111\u1ec1 ph\u00f2ng v\u00e0 l\u1ef1a ch\u1ecdn mua nh\u1eefng s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 danh ti\u1ebfng t\u1eeb tr\u01b0\u1edbc. \u0110i\u1ec1u n\u00e0y s\u1ebd g\u00e2y kh\u00f3 kh\u0103n cho nh\u1eefng doanh nghi\u1ec7p m\u1edbi mu\u1ed1n th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng.    <\/p>\n\n\n\n

Ph\u01b0\u01a1ng \u00e1n t\u0103ng t\u1ed1c th\u1ecb ph\u1ea7n c\u1ee7a doanh nghi\u1ec7p<\/strong><\/p>\n\n\n\n

V – \u0111\u1ed1i t\u00e1c c\u1ee7a Metric l\u00e0 m\u1ed9t doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng trong l\u0129nh v\u1ef1c ph\u1ee5 ki\u1ec7n di \u0111\u1ed9ng (g\u1ed3m c\u00e1p s\u1ea1c, tai nghe kh\u00f4ng d\u00e2y, s\u1ea1c d\u1ef1 ph\u00f2ng,…). D\u00f9 m\u1edbi ho\u1ea1t \u0111\u1ed9ng trong 1 th\u1eddi gian ng\u1eafn, V \u0111\u00e3 c\u00f3 nh\u1eefng b\u01b0\u1edbc ph\u00e1t tri\u1ec3n th\u1ea7n t\u1ed1c \u0111\u1ec3 tr\u1edf th\u00e0nh 1 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 ti\u1ebfng tr\u00ean th\u1ecb tr\u01b0\u1eddng. Trong \u0111\u00f3, vi\u1ec7c quy\u1ebft \u0111\u1ecbnh \u0111\u1ea9y m\u1ea1nh b\u00e1n h\u00e0ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng Ecommerce sau khi b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi \u0111\u1ea1i d\u1ecbch Covid19 ch\u00ednh l\u00e0 b\u01b0\u1edbc chuy\u1ec3n bi\u1ebfn \u0111\u01b0\u1ee3c doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 l\u00e0 t\u00edch c\u1ef1c nh\u1ea5t. <\/p>\n\n\n\n

L\u00e0 1 nh\u00e0 s\u1ea3n xu\u1ea5t \u0111\u00e3 c\u00f3 nhi\u1ec1u kinh nghi\u1ec7m, V hi\u1ec3u r\u1eb1ng TM\u0110T l\u00e0 1 th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7y t\u00ednh c\u1ea1nh tranh v\u00e0 n\u1ebfu kh\u00f4ng c\u00f3 s\u1ef1 chu\u1ea9n b\u1ecb \u0111\u1ee7 t\u1ed1t, doanh nghi\u1ec7p s\u1ebd d\u1ec5 d\u00e0ng b\u1ecb qu\u00ean l\u00e3ng tr\u01b0\u1edbc h\u00e0ng ngh\u00ecn c\u00e1c nh\u00e0 b\u00e1n kh\u00e1c. Ch\u00ednh v\u00ec v\u1eady, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp trong c\u00f9ng ph\u00e2n kh\u00fac \u0111\u01b0\u1ee3c doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n k\u1ef9 c\u00e0ng, c\u1ea9n th\u1eadn. <\/p>\n\n\n\n

\u0110\u1ea7u ti\u00ean, V \u0111o dung l\u01b0\u1ee3ng th\u1ecb tr\u01b0\u1eddng c\u1ee7a c\u00e1c n\u1ec1n  t\u1ea3ng  TM\u0110T h\u00e0ng \u0111\u1ea7u t\u1ea1i Vi\u1ec7t Nam hi\u1ec7n nay. Kh\u00e1c v\u1edbi nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u c\u00f9ng ng\u00e0nh khi b\u00e1n h\u00e0ng c\u00f9ng l\u00fac tr\u00ean g\u1ea7n nh\u01b0 t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh, V ch\u1ec9 ch\u1ecdn 2 s\u00e0n ch\u00ednh l\u00e0 Shopee v\u00e0 Tiktok Shop. V\u1edbi Shopee, \u0111\u00e2y l\u00e0 s\u00e0n TM\u0110T c\u00f3 dung l\u01b0\u1ee3ng th\u1ecb tr\u01b0\u1eddng l\u1edbn nh\u1ea5t v\u00e0 s\u1edf h\u1eefu l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 s\u1ef1 t\u0103ng tr\u01b0\u1edfng \u1ed5n \u0111\u1ecbnh. TikTok Shop c\u00f3 m\u1ee9c \u0111\u1ed9 ph\u00e1t tri\u1ec3n ch\u00f3ng m\u1eb7t, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 \u0111\u1ed9 tu\u1ed5i tr\u1ebb – \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ch\u00ednh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, <\/p>\n\n\n\n

Th\u1ee9 hai, th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi V ch\u00ednh l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 th\u00e0nh c\u00f4ng. \u0110i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c ch\u1ee9ng minh r\u00f5 nh\u1ea5t qua c\u00e1ch doanh nghi\u1ec7p t\u00ecm hi\u1ec3u nhu c\u1ea7u ng\u01b0\u1eddi mua tr\u01b0\u1edbc khi R&D s\u1ea3n ph\u1ea9m. Danh s\u00e1ch s\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c n\u1ec1n t\u1ea3ng TM\u0110T v\u00e0 ph\u00e2n kh\u00fac gi\u00e1 ph\u1ed5 bi\u1ebfn v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng lu\u00f4n \u0111\u01b0\u1ee3c V c\u1eadp nh\u1eadt th\u01b0\u1eddng xuy\u00ean. Qua nh\u1eefng nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng, V nh\u1eadn ra kh\u00e1ch h\u00e0ng s\u1ebd lu\u00f4n b\u1ecb h\u1ea5p d\u1eabn v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 t\u00ednh n\u0103ng m\u1edbi, tuy nhi\u00ean \u0111i\u1ec1u h\u1ecd quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng l\u1ea1i d\u1ef1a tr\u00ean c\u00e1c t\u00ednh n\u0103ng h\u1eefu \u00edch.\u00a0<\/p>\n\n\n\n

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V\u00ed d\u1ee5, 1 chi\u1ebfc s\u1ea1c pin v\u1edbi thi\u1ebft k\u1ebf \u0111\u1ed9c \u0111\u00e1o \u0111\u1eb9p m\u1eaft s\u1ebd thu h\u00fat \u0111\u01b0\u1ee3c \u00e1nh nh\u00ecn c\u1ee7a kh\u00e1ch h\u00e0ng, nh\u01b0ng cu\u1ed1i c\u00f9ng h\u1ecd s\u1ebd ch\u1ecdn 1 chi\u1ebfc c\u00f3 m\u1ee9c \u0111\u1ed9 s\u1ea1c nhanh, an to\u00e0n, nh\u1eb9 \u0111\u1ec3 d\u1ec5 d\u00e0ng mang \u0111i. Doanh nghi\u1ec7p lu\u00f4n t\u00ecm c\u00e1ch c\u00e2n b\u1eb1ng 2 y\u1ebfu t\u1ed1 khi R&D s\u1ea3n ph\u1ea9m v\u00e0 c\u1ed1 g\u1eafng c\u00f3 m\u1ed9t m\u1ee9c gi\u00e1 t\u1ed1t nh\u1ea5t d\u00e0nh cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng.\u00a0Nh\u1edd c\u00f3 s\u1ef1 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng k\u1ef9 l\u01b0\u1ee1ng, V lu\u00f4n l\u00e0 nh\u00e0 b\u00e1n c\u00f3 m\u1ee9c \u0111\u1ed9 ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m v\u00e0 doanh thu h\u00e0ng \u0111\u1ea7u tr\u00ean th\u1ecb tr\u01b0\u1eddng TM\u0110T hi\u1ec7n nay. Nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u1ee7a V c\u0169ng ho\u00e0n to\u00e0n hi\u1ec7u qu\u1ea3 khi \u00e1p d\u1ee5ng v\u1edbi nh\u1eefng ng\u00e0nh h\u00e0ng kh\u00e1c. Metric hy v\u1ecdng nh\u1eefng s\u1ed1 li\u1ec7u m\u00e0 Metric cung c\u1ea5p s\u1ebd gi\u00fap c\u00e1c doanh nghi\u1ec7p c\u00f3 h\u01b0\u1edbng \u0111i ph\u00f9 h\u1ee3p v\u00e0 hi\u1ec7u qu\u1ea3 nh\u1ea5t.<\/p>\n\n\n\n

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