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Do you believe that cheap price is no longer the most important factor when Vietnamese people buy refrigerators, air conditioners and phones?
No longer a story of failure, Vietnamese people are entering a completely new stage of consumption. Buyers are willing to spend more in exchange for durability, smart features and the ability to save electricity for many years.
Coc Coc Research's survey of 1,047 consumers nationwide shows that Vietnam's electronics and home appliance market is shifting strongly from the mindset of buying to use to buying to upgrade the quality of life.
What are Vietnamese people buying the most?
Product group Percentage purchased in 12 months
Mobile devices 60.6%
Large household appliances 53.6%
Smart home 24.5%
Healthcare equipment 21.2%
Products such as robot vacuum cleaners, air purifiers, health watches and massage machines are growing rapidly because they meet the needs for comfortable living and proactive self-care.
The most surprising thing is that Vietnamese people don't lack money, they just don't see enough reasons to buy
Reasons for delaying shopping Rate
The current device is still in good use 48.8%
Tighten spending by 28.1%
Price is still 26.3% high
This is the most important finding of the report. The biggest barrier is not the price, but the fact that consumers do not see a big enough difference to upgrade.
Features and durability beat the price
Influence criteriato decide to buy Rate
Features 63.4%
Durability 61.0%
Price 11.0%
Vietnamese people no longer hunt for the cheapest products. They look for the best value for money.
Real-life example
* Samsung Bespoke AI Jet stands out thanks to its AI and smart cleaning capabilities
* LG PuriCare AeroTower is popular for its air filtration and energy savings
* Xiaomi Robot Vacuum X20+ is attractive because of its comprehensive automation
The purchasing journey has completely changed
The Channel phase has the strongest impact
Learn about Google and Coc Coc
Compare reviews and forums
Decision making Family and relatives
Buy electronics supermarkets and e-commerce platforms
This shows that SEO, review content and word of mouth are more powerful than simple advertising.
⚔️ Race between retail channels
Sales channel Selection rate
Electronics supermarket 52.5%
E-commerce platform 38.4%
Large chain stores 39.2%
Dien May Xanh is still a familiar name in traditional channels, while Shopee, Lazada and TikTok Shop are accelerating strongly in the online environment.
Consumers are calculating the total cost of ownership
Modern customers don't just look at the initial price. They evaluate the entire cost over many years of use, including power, durability, repair costs and user experience.
Top three expectations
* Long life 48.4%
* Save electricity 47.0%
* AI and IoT integration 44.4%
A practical example
A high-end air purifier priced at 8,990,000 VND can save electricity, reduce fine dust and operate durably for many years. For many families, this is no longer a costbut an investment in health.
Strategic implications for businesses
Businesses need to change their message
* Don't just say cheap
* Must demonstrate durability
* Must clarify the ability to save electricity
* Must show customers long-term value
Brands that do this well will win in the new consumer phase.
Conclusion
Vietnam's electronics and electrical appliances market in 2026 is entering a completely different chapter. Vietnamese people are increasingly rational, calculating and willing to invest in products that truly improve their quality of life.
If businesses still only advertise low prices, they are likely missing out on the biggest consumer revolution in many years.
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