{"id":313,"date":"2023-10-08T15:31:53","date_gmt":"2023-10-08T08:31:53","guid":{"rendered":"https:\/\/metric.vn\/insights\/?p=313"},"modified":"2023-10-08T15:31:54","modified_gmt":"2023-10-08T08:31:54","slug":"so-huu-chien-luoc-khac-biet-thuong-hieu-thoi-trang-nam-thanh-cong-tranh-cuoc-chien-canh-tranh-gia","status":"publish","type":"post","link":"https:\/\/metric.vn\/insights\/so-huu-chien-luoc-khac-biet-thuong-hieu-thoi-trang-nam-thanh-cong-tranh-cuoc-chien-canh-tranh-gia\/","title":{"rendered":"S\u1edf h\u1eefu chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c bi\u1ec7t, Th\u01b0\u01a1ng hi\u1ec7u Th\u1eddi trang nam th\u00e0nh c\u00f4ng tr\u00e1nh cu\u1ed9c chi\u1ebfn C\u1ea1nh tranh gi\u00e1"},"content":{"rendered":"\n

Thay v\u00ec \u0111\u1eb7t gi\u00e1 s\u1ea3n ph\u1ea9m ngang b\u1eb1ng ho\u1eb7c th\u1ea5p h\u01a1n, 1 th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang nam th\u1eadm ch\u00ed c\u00f2n \u0111\u1ea9y gi\u00e1 s\u1ea3n ph\u1ea9m cao l\u00ean g\u1ea5p r\u01b0\u1ee1i ho\u1eb7c g\u1ea5p \u0111\u00f4i so v\u1edbi \u0111\u1ed1i th\u1ee7 m\u00e0 v\u1eabn t\u0103ng tr\u01b0\u1edfng doanh thu. V\u1eady \u0111\u00e2u l\u00e0 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ph\u1ee5 tr\u1ee3 cho c\u00e1ch \u0111\u1eb7t gi\u00e1 \u201cng\u01b0\u1ee3c\u201d nh\u01b0 v\u1eady \u0111\u1ec3 doanh nghi\u1ec7p \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3?<\/em><\/p>\n\n\n\n

\u201cC\u1ea1nh tranh gi\u00e1\u201d trong ng\u00e0nh th\u1eddi trang nam – Chi\u1ebfc b\u1eaby nhi\u1ec1u doanh nghi\u1ec7p \u0111ang v\u01b0\u1edbng ph\u1ea3i<\/strong> <\/p>\n\n\n\n

Trong nhi\u1ec1u n\u0103m g\u1ea7n \u0111\u00e2y, \u201cC\u1ea1nh tranh gi\u00e1\u201d \u0111\u00e3 l\u00e0 c\u1ee5m t\u1eeb quen thu\u1ed9c trong ng\u00e0nh h\u00e0ng th\u1eddi trang t\u1ea1i Vi\u1ec7t Nam, \u0111\u1eb7c bi\u1ec7t l\u00e0 k\u1ec3 t\u1eeb khi n\u1ec1n t\u1ea3ng E-Commerce xu\u1ea5t hi\u1ec7n. B\u1edfi thay v\u00ec ph\u1ea3i ph\u00e2n ph\u1ed1i t\u1edbi c\u00e1c \u0111\u1ea1i l\u00fd, nh\u00e0 s\u1ea3n xu\u1ea5t c\u00f3 th\u1ec3 t\u1ef1 \u0111\u01b0a s\u1ea3n ph\u1ea9m l\u00ean c\u00e1c s\u00e0n Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed (TM\u0110T) v\u00e0 g\u1eedi tr\u1ef1c ti\u1ebfp t\u1edbi tay kh\u00e1ch h\u00e0ng v\u1edbi m\u1ee9c gi\u00e1 g\u1ea7n v\u1edbi gi\u00e1 g\u1ed1c nh\u1ea5t. Ch\u00ednh v\u00ec v\u1eady, m\u1ed9t th\u00f3i quen m\u1edbi c\u1ee7a nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n nay th\u00e0nh h\u00ecnh: khi t\u00ecm th\u1ea5y m\u1eabu trang ph\u1ee5c \u01b0ng \u00fd, s\u1ebd ngay l\u1eadp t\u1ee9c l\u00ean c\u00e1c s\u00e0n Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u1ec3 t\u00ecm m\u1ee9c gi\u00e1 t\u1ed1t h\u01a1n. <\/p>\n\n\n\n

Theo th\u1ed1ng k\u00ea c\u1ee7a Metric, kho\u1ea3ng gi\u00e1 ph\u1ed5 bi\u1ebfn c\u1ee7a ng\u00e0nh h\u00e0ng th\u1eddi trang nam v\u00e0 th\u1eddi trang n\u1eef tr\u00ean 4 s\u00e0n TM\u0110T Shopee, Lazada, Tiki, Sendo t\u1eeb cu\u1ed1i n\u0103m 2021 \u0111\u1ebfn nay lu\u00f4n \u1ed5n \u0111\u1ecbnh \u1edf m\u1ee9c 100.000 – 350.000.<\/p>\n\n\n\n

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

Theo \u0111\u00e1nh gi\u00e1 c\u1ee7a \u0111a s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng khi \u0111\u01b0\u1ee3c ph\u1ecfng v\u1ea5n, \u0111\u00e2y l\u00e0 m\u1ee9c gi\u00e1 kh\u00e1 r\u1ebb n\u1ebfu so v\u1edbi m\u1ee9c chi trung b\u00ecnh t\u1ea1i c\u00e1c c\u1eeda h\u00e0ng offline. V\u00ed d\u1ee5, 1 chi\u1ebfc \u00e1o ph\u00f4ng nam c\u00f9ng m\u00e0u s\u1eafc, ch\u1ea5t li\u1ec7u,.. n\u1ebfu mua t\u1eadn x\u01b0\u1edfng s\u1ea3n xu\u1ea5t tr\u1ef1c ti\u1ebfp \u0111ang c\u00f3 gian h\u00e0ng tr\u00ean Shopee s\u1ebd c\u00f3 m\u1ee9c gi\u00e1 r\u1ebb h\u01a1n 30%, th\u1eadm ch\u00ed l\u00e0 m\u1ed9t n\u1eeda so v\u1edbi mua \u1edf \u0111\u1ea1i l\u00fd. <\/p>\n\n\n\n

Ch\u00ednh v\u00ec v\u1eady, cu\u1ed9c ch\u1ea1y \u0111ua v\u1ec1 gi\u00e1 tr\u1edf n\u00ean kh\u1ed1c li\u1ec7t h\u01a1n bao gi\u1edd h\u1ebft. V\u1edbi nh\u1eefng nh\u00e0 b\u00e1n nh\u1eadp h\u00e0ng t\u1eeb Trung Qu\u1ed1c, h\u1ecd c\u0169ng b\u1eaft bu\u1ed9c ph\u1ea3i t\u00ecm nh\u1eefng nh\u00e0 cung c\u1ea5p c\u00f3 m\u1ee9c chi ph\u00ed r\u1ebb nh\u1ea5t, \u0111\u1ed3ng th\u1eddi nh\u1eadp h\u00e0ng s\u1ed1 l\u01b0\u1ee3ng l\u1edbn \u0111\u1ec3 c\u00f3 th\u00eam \u01b0u \u0111\u00e3i. \u0110i\u1ec1u \u0111\u00f3 \u0111\u00e3 d\u1eabn t\u1edbi 1 r\u1ee7i ro c\u1ef1c l\u1edbn v\u1edbi doanh nghi\u1ec7p l\u00e0 n\u1ebfu kh\u00f4ng \u0111\u1ea9y \u0111\u01b0\u1ee3c h\u00e0ng th\u00ec s\u1ed1 l\u01b0\u1ee3ng t\u1ed3n kho ng\u00e0y 1 nhi\u1ec1u. V\u1edbi 1 ng\u00e0nh ch\u1ea1y theo xu h\u01b0\u1edbng nh\u01b0 th\u1eddi trang, s\u1ea3n ph\u1ea9m l\u1ed7i m\u1ed1t th\u00ec g\u1ea7n nh\u01b0 s\u1ebd kh\u00f4ng th\u1ec3 kinh doanh \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n

Tuy nhi\u00ean, c\u1ea1nh tranh gi\u00e1 tr\u00ean c\u00e1c s\u00e0n TM\u0110T kh\u00f4ng bao gi\u1edd l\u00e0 gi\u1ea3i ph\u00e1p l\u00e2u d\u00e0i. \u0110\u1ea1i di\u1ec7n c\u1ee7a Metric – \u0111\u01a1n v\u1ecb c\u00f3 nhi\u1ec1u n\u0103m kinh nghi\u1ec7m nghi\u00ean c\u1ee9u  c\u00e1c s\u00e0n E-Commerce chia s\u1ebb: \u201cGi\u1ea3m gi\u00e1 \u0111\u1ebfn m\u1ee9c c\u1eaft m\u00e1u s\u1ebd l\u00e0 con \u0111\u01b0\u1eddng nhanh nh\u1ea5t ti\u1ec5n doanh nghi\u1ec7p r\u1eddi kh\u1ecfi s\u00e2n ch\u01a1i Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed\u201d.<\/p>\n\n\n\n

Chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c bi\u1ec7t gi\u00fap th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 cao v\u1eabn t\u0103ng tr\u01b0\u1edfng m\u1ea1nh tr\u00ean TM\u0110T<\/strong><\/p>\n\n\n\n

S – 1 th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang nam l\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a Metric. B\u01b0\u1edbc ch\u00e2n v\u00e0o th\u1ecb tr\u01b0\u1eddng TM\u0110T t\u1eeb nh\u1eefng ng\u00e0y \u0111\u1ea7u ti\u00ean n\u1ec1n t\u1ea3ng n\u00e0y xu\u1ea5t hi\u1ec7n t\u1ea1i Vi\u1ec7t Nam, doanh nghi\u1ec7p c\u0169ng t\u1eebng kh\u00f4ng tr\u00e1nh kh\u1ecfi 1 cu\u1ed9c c\u1ea1nh tranh gi\u00e1 kh\u1ed1c li\u1ec7t. Tuy nhi\u00ean, sau 1 th\u1eddi gian d\u00e0i, S nh\u1eadn th\u1ea5y \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch ph\u00e1t tri\u1ec3n l\u00e0nh m\u1ea1nh v\u00e0 b\u1ec1n v\u1eefng. C\u00f3 th\u1ec3 khi m\u1edbi gi\u1ea3m gi\u00e1, doanh nghi\u1ec7p c\u00f3 th\u1ec3 thu \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m c\u1ea3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u01b0ng khi xu\u1ea5t hi\u1ec7n 1 nh\u00e0 b\u00e1n s\u1edf h\u1eefu m\u1ee9c gi\u00e1 r\u1ebb h\u01a1n, kh\u00e1ch h\u00e0ng s\u1ebd l\u1eadp t\u1ee9c \u201cquay xe\u201d.<\/p>\n\n\n\n

S quy\u1ebft \u0111\u1ecbnh \u00e1p d\u1ee5ng nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c kinh doanh m\u1edbi thay v\u00ec c\u1ee9 ch\u1ea1y theo cu\u1ed9c chi\u1ebfn c\u1eaft m\u00e1u nh\u01b0 v\u1eady. Trong \u0111\u00f3, tr\u1ecdng t\u00e2m n\u1ed5i b\u1eadt c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c b\u1ea5t ng\u1edd l\u1ea1i l\u00e0 \u0111\u1eb7t gi\u00e1 s\u1ea3n ph\u1ea9m cao h\u01a1n h\u1eb3n so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. V\u00ed d\u1ee5 nh\u01b0 c\u00f9ng 1 s\u1ea3n ph\u1ea9m \u00e1o s\u01a1 mi tr\u1eafng, trong khi m\u1ee9c gi\u00e1 trung b\u00ecnh tr\u00ean c\u00e1c s\u00e0n TM\u0110T l\u00e0 t\u1eeb 150 ngh\u00ecn \u0111\u1ebfn 300 ngh\u00ecn, S l\u1ea1i b\u00e1n v\u1edbi gi\u00e1 400 ngh\u00ecn – 500 ngh\u00ecn. T\u1ea5t nhi\u00ean, \u0111i k\u00e8m v\u1edbi m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 \u201cng\u01b0\u1ee3c\u201d nh\u01b0 th\u1ebf b\u1eaft bu\u1ed9c ph\u1ea3i c\u00f3 1 lo\u1ea1t c\u00e1c ho\u1ea1t \u0111\u1ed9ng \u0111i k\u00e8m. <\/p>\n\n\n\n

\u0110\u1ea7u ti\u00ean, S nghi\u00ean c\u1ee9u k\u1ef9 c\u00e1c s\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y. L\u00fd do b\u00e1n ch\u1ea1y, s\u1ef1 thay \u0111\u1ed5i gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m, \u01b0u nh\u01b0\u1ee3c \u0111i\u1ec3m, c\u00e1c qu\u00e0 t\u1eb7ng khuy\u1ebfn m\u00e3i \u0111i k\u00e8m,… \u0111\u1ec1u \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch t\u1ec9 m\u1ec9. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p ti\u1ebfn h\u00e0ng R&D v\u00e0 n\u00e2ng cao ch\u1ea5t l\u01b0\u1ee3ng so v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i tr\u00ean th\u1ecb tr\u01b0\u1eddng. Th\u00f4ng th\u01b0\u1eddng, s\u1ea3n ph\u1ea9m s\u1ebd \u0111\u01b0\u1ee3c c\u1ea3i ti\u1ebfn v\u1ec1 ch\u1ea5t v\u1ea3i sao cho ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng th\u1eddi \u0111i\u1ec3m, v\u00ed d\u1ee5 m\u00f9a h\u00e8 s\u1ebd l\u00e0 ch\u1ea5t cotton cao c\u1ea5p tho\u00e1ng m\u00e1t v\u00e0 b\u1ec1n h\u01a1n; nh\u1eefng chi ti\u1ebft nh\u1ecf nh\u01b0 c\u00fac \u00e1o c\u0169ng \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn nguy\u00ean li\u1ec7u n\u1ed5i b\u1eadt (g\u1ed7, kim lo\u1ea1i,…) \u0111\u1ec3 t\u1ea1o \u0111i\u1ec3m nh\u1ea5n. \u0110\u1ed3ng th\u1eddi, c\u00e1c h\u1ecda ti\u1ebft tr\u00ean trang ph\u1ee5c c\u0169ng \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u thi\u1ebft k\u1ebf ri\u00eang nh\u1eb1m th\u1ec3 hi\u1ec7n t\u00ednh \u0111\u1eb7c tr\u01b0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

Th\u1ee9 hai, \u0111\u1ea9y m\u1ea1nh \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u tr\u00ean \u0111\u1ed3ng lo\u1ea1t c\u00e1c n\u1ec1n t\u1ea3ng. Qua ph\u00e2n t\u00edch s\u1ed1 li\u1ec7u t\u1eeb Metric, S nh\u1eadn th\u1ea5y TikTok Shop \u0111\u00e3 v\u01b0\u01a1n l\u00ean m\u1ea1nh m\u1ebd v\u00e0 tr\u1edf th\u00e0nh s\u00e0n TM\u0110T c\u00f3 doanh s\u1ed1 cao th\u1ee9 hai sau Shopee. Kh\u00f4ng b\u1ecf l\u1ee1 th\u1eddi c\u01a1, doanh nghi\u1ec7p l\u1eadp t\u1ee9c t\u1ea5n c\u00f4ng th\u1ecb tr\u01b0\u1eddng n\u00e0y v\u1edbi vi\u1ec7c thu\u00ea 1 lo\u1ea1t KOC qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m. \u0110\u00f3 c\u0169ng l\u00e0 c\u00e1ch nhanh nh\u1ea5t \u0111\u1ec3 S ch\u1ee9ng minh ch\u1ea5t l\u01b0\u1ee3ng trang ph\u1ee5c c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c t\u1ebf v\u00e0 r\u00f5 r\u00e0ng nh\u1ea5t khi kh\u00f4ng c\u00f3 c\u1eeda h\u00e0ng offline \u0111\u1ec3 tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m. <\/p>\n\n\n\n

K\u1ebft qu\u1ea3, chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c bi\u1ec7t \u0111\u00e3 gi\u00fap doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn khi ti\u1ebft ki\u1ec7m \u0111\u01b0\u1ee3c ng\u00e2n s\u00e1ch v\u00e0 bi\u00ean l\u1ee3i nhu\u1eadn ph\u1ea3i hi sinh khi \u0111u\u1ed5i theo cu\u1ed9c c\u1ea1nh tranh \u201cgi\u00e1 r\u1ebb\u201d. <\/p>\n","protected":false},"excerpt":{"rendered":"

Thay v\u00ec \u0111\u1eb7t gi\u00e1 s\u1ea3n ph\u1ea9m ngang b\u1eb1ng ho\u1eb7c th\u1ea5p h\u01a1n, 1 th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang nam th\u1eadm ch\u00ed c\u00f2n \u0111\u1ea9y gi\u00e1 s\u1ea3n ph\u1ea9m cao l\u00ean...<\/p>\n","protected":false},"author":4,"featured_media":315,"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-313","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\/10\/1.png?fit=1017%2C630&ssl=1","_links":{"self":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/313","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=313"}],"version-history":[{"count":1,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/313\/revisions"}],"predecessor-version":[{"id":316,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/posts\/313\/revisions\/316"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media\/315"}],"wp:attachment":[{"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/media?parent=313"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/categories?post=313"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/metric.vn\/insights\/wp-json\/wp\/v2\/tags?post=313"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}