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How To Win Tet Campaign 2023 From Coccoc
How To Win Tet Campaign 2023 From Coccoc
How To Win Tet Campaign 2023 From Coccoc
Tet is a special occasion generating massive shopping demands, and Tet also plays an important role in the social life of Vietnamese
people. Over the past 3 years with lots of ups and downs, the 2023 Tet will appear to be difficult or challenging for brands? How
about the spending of consumers? Which are best methods to win the competitive Tet season ahead?
With the updated data on Vietnamese consumers on this special occasion, this report will bring you the insights to prepare for the
New Year 2023 prosperous and successful. This report is part of the Industry Report Series through which Coc Coc offers a snapshot
of the category to help our clients in their growth & success.
As a browser which is deeply rooted in the local life of Vietnameses, Coc Coc has reached 28.000.000 users now, both desktop &
mobile. This makes us truly an expertise in understanding consumer digital behavior, as well as gives us the resources to deeper
study their insight. That’s why we could commit to delivering the right message to the right people. Just focus on the target
customer to deliver the ads and spread your brand across the S-shaped land with us.
01 02 03
Overview Tet Shopping Tet Signature
Tet Entertainment
Less 16.1%
More 22.5%
Equal 61.4%
Dịp Tết 2023 tới đây bạn có dự định chi tiêu ít hơn hay nhiều hơn Tết 2022? Source: Coc Coc Survey, Tet Signature 08.2022 - N = 601
TET Shopping - which products?
Tet shopping with well-furnished Tet shopping for radiant ME - Tet shopping for the beloved GUEST
TECHNOLOGY (electronics, MYSELF (fashion, jewelry, mobile (FMCG - Food, confectionery/jam,
household appliances) phone) gifts, drinks, decorative items)
Decorative items
Q: Sản phẩm bạn thường mua sắm trước tết? Source: Coc Coc Survey, Tet Signature 08.2022 - N = 601
TET Shopping - expectation with the brand
Tet is a big shopping season in the year, consumers also have much expectation with brands to live up to, considering great
demands this occasion related to price - products - services
1 2 64.7% 3 47.9%
Price stabilization Many discounts/promotions Diverse products/services
65.2%
Source: Coc Coc Browser and Search Engine data, 08/2021 - 07/2022
*12 weeks of Tet: 6/12/2021 - 27/02/2022
**The week of Tet: 31/01/2022 - 06/02/2022
Trend of the industries at Tet
Week 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08
Week 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08
Source: Coc Coc Browser and Search Engine data, , 6/12/2021 - 27/02/2022
The week of Tet: 31/01/2022 - 06/02/2022 (week 05)
Trend of travel and tourism at Tet
1. Purchase train & coach tickets for travel demands before and after Tet
2. The interest in the airline and OTA also increases at the same time
vietjet agoda
49 50 51 52 53 01 02 03 04 05 06 07 08
49 50 51 52 53 01 02 03 04 05 06 07 08
Source: Coc Coc Browser and Search Engine data, , 6/12/2021 - 27/02/2022
Trend of housekeeping and family at Tet
1. Shopping at supermarkets and mothers and babies stores right before Tet
coopmart bibomart
big c mykingdom
49 50 51 52 53 01 02 03 04 05 06 07 08
49 50 51 52 53 01 02 03 04 05 06 07 08
Source: Coc Coc Browser and Search Engine data, , 6/12/2021 - 27/02/2022
Trend of eating at Tet
49 50 51 52 53 01 02 03 04 05 06 07 08
Source: Coc Coc Browser and Search Engine data, , 6/12/2021 - 27/02/2022
The week of Tet: 31/01/2022 - 06/02/2022 (week 05)
Trend of health and beauty at Tet
1. Health and beauty stores
2. Fitness equipment
49 50 51 52 53 01 02 03 04 05 06 07 08
49 50 51 52 53 01 02 03 04 05 06 07 08
Source: Coc Coc Browser and Search Engine data, , 6/12/2021 - 27/02/2022
The week of Tet: 31/01/2022 - 06/02/2022 (week 05)
Trend of electronics, household appliances at Tet
1. Search for phone and electronics retailers
2. The Iphone series captures a lot of attention from users, especially after Tet
when the user’s pocket is “clinking” with plenty of money
49 50 51 52 53 01 02 03 04 05 06 07 08
3. The three big leading are sought for in the phone segment
49 50 51 52 53 01 02 03 04 05 06 07 08
Source: Coc Coc Browser and Search Engine data, , 6/12/2021 - 27/02/2022
The week of Tet: 31/01/2022 - 06/02/2022 (week 05)
Tet Entertainment
Week 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08 49 50 51 52 53 01 02 03 04 05 06 07 08
Source: Coc Coc Browser and Search Engine data, , 6/12/2021 - 27/02/2022
The week of Tet: 31/01/2022 - 06/02/2022 (week 05)
Tet Calendar - Shopping and
Entertainment journey at Tet
Shopping time
2M before Tet 1M before Tet 2W before Tet Celebrating Tet After Tet
Household appliance
Phone
Source: Coc Coc Survey 08.2022 ; Household appliance - N=248; Phone - N=317
Location
Household appliance Phone
With household appliance - phone, ½ consumers have intention of shopping offline at electronics/phone stores
Source: Coc Coc Survey 08.2022 ; Household appliance - N=248; Phone - N=317
Motivation for shopping at Tet
Tet itself is the biggest motivation for consumers to purchase for themselves and their families in a decent way, “new year new
products”. In addition, the promotion program of brands and retailers also create the demand in the biggest consumption season
of the year.
There are many incentives and promotions at Tet There are many incentives and promotions at Tet
37.5% 34%
Having a better finance for shopping Have a better finance for shopping
27.8% 24%
There are many new models at Tet There are many new models at Tet
24.2% 22%
Other Other
9.7% 21%
Source: Coc Coc Survey 08.2022 ; Household appliance - N=248; Phone - N=317
Advertising - Online information Household
Product Phone
appliance
The influence of Advertising - Online information on
the purchase decision around Tet
Attracted by online
63.7% 59.6%
advertising
Source: Coc Coc Survey 08.2022 ; Household appliance - N=248; Phone - N=317
Conclusio
Tet itself is the biggest motivation for consumers to purchase
for themselves and their families in a decent way, “new year
new products”. In addition, the promotion program of brands
and retailers also creates the demand in the biggest
n
consumption season of the year.
68.4% 58.6%
81.5%
Demand for purchasing clothes, shoes, bags
& wallets, watches, jewelry - accessories
Shoes
51.6%
Watches
50.6%
Jewelry - accessories
13.0%
48.8% 9.1%
Under 1.000.000 VND 5.000.000 - 10.000.000 VND
34.5% 7.6%
1.000.000 - 5.000.000 VND 5.000.000 - 10.000.000 VND
70.9%
35.5%
26.2%
16.3%
Other
15.9%
52.9% 26.0%
Go shopping with the whole family Go shopping with friends
34.3% 14.3%
Go shopping alone Other
62.6
Consumers have intention of hair styling,
Bodycare
35.2%
Makeup
19.0%
%
skin/body care, makeup, nails,... Skincare Nails styling
33.0% 13.0%
Fragrant Tattoo
29.5% 2.7%
Hair salon Nails salon All those who demand for tattoo will go to the
specialized salon
51.5% 15.8%
Gym & Fitness Beauty salon 83.3% of people who demand for hair styling and
hair care will come to the hair salon
23.9% 9.3%
Spa Tattoo salon
76.8% of people who demand for nails styling will go
22.1% 4.3% to the nails salon
16.3% 14.8%
14.8% 11.6%
25.5% 18.2%
5.000.000 - under
18.2%
Under 1.000.000 15.000.000 and above
10.000.000
28.5% 9.5%
1.000.000 - under 5.000.000 10.000.000 - under 15.000.000
56.9%
38.0%
24.1%
19.7%
Other
18.2%
87.6% 76.0%
n
consumers want to prepare the most beautiful appearance
“from head to toe” with clothes, bags & wallets, and shoes,
changes or hair care, skincare, bodycare,...
66.3% 56.0%
84.4
have intention of shopping confectionery, soft
Tet gift basket
39.3%
Beer
40.4%
%
drinks, beer, wine, Tet gift basket
Wine
27.0%
31.4% 16.2%
Under 1.000.000 VND 5.000.000 - 10.000.000 VND
44.2% 8.3%
1.000.000 - 5.000.000 VND 5.000.000 - 10.000.000 VND
Other
5.0%
71.9% 53.1%
Set up, treat guests For myself
53.8% 15.8%
Gifting Other purposes
61.7% 15.8%
Go shopping with the whole family Go shopping with friends
33.3% 11.2%
Go shopping alone Other
60.7% I have searched online information before shopping for confectionery and drinks products at Tet
50.2% Online advertising has attracted me to shop confectionery and drinks at Tet
24.8% 16.2%
Gifting to colleagues No demand for gifting
n
and gift to important people (family, friends, colleagues). They
are not afraid of large budget spending on these products
70%
the same or increase on Tet holiday
12.3%
7% Respondents don't play games on
weekdays but play on Tet
To kill time
47.3%
After Tet Holiday To improve the spirit, reflexes and mind training
19.2% 28.2%
Before Tet Holiday To maintain and improve the ranking that is being achieved
22.4% 19.4%
To escape from reality
12.5%
Others
10.2%
Source: Coc Coc Browser and Search Engine data, 6/12/2021 - 27/02/2022
Games
The most searched games during Tet 2022 are sport games, MOBA, FPS and casual games. In addition to playing games, users
are also entertained with streaming and esports.
game fo4 y8
twitch cf gamek
Source: Coc Coc Browser and Search Engine data, 6/12/2021 - 27/02/2022
Music
The music content on New Year's Day is not too different from normal days, with popular keywords related to popular music genres
and platforms, however the demand for Tet music and the demand to sing karaoke are some typical highlights.
Source: Coc Coc Browser and Search Engine data, 6/12/2021 - 27/02/2022
Tet gives an opportunity for consumers to have more free time
and cảm hứng for entertainment than usual. The trend of
Conclusion
gaming increases especially throughout the Tet holiday which is
reflected in the search volume of the corresponding keyword.
Even during the holiday, when the search volume of other
industries has decreased, the search volume of gaming is still in
high demand compared to before - after Tet. Maybe a part of
everyday users don't play games, but they have this
entertainment behavior only in Tet.
Excited
56.7%
Neutral
39.1%
Worried
12.6%
Bored
5.8%
Source: Coc Coc Browser and Search Engine data, 6/12/2021 - 27/02/2022
TE
An opportunity to gather, especially
with family 61.4%
T
Ideal time for travel 7.3%
Ý nghĩa của ngày tết với bạn là? Source: Coc Coc Survey, Tet signature 08.2022 - N = 601
Yes
changed
“New Tet ” is different from “Old Tet”
in the perception of most Vietnamese people
No
13.6%
35.8%
Material life is fuller
Opinions
35.4%
The price is much more expensive
32.1%
#10 Tet parallel #11 The New Year tree #12 Swallows
64.6%
People from 18 - 34 years old pay
Hope to improve
family cohesion
70.3% attention to the issue of financial
improvement.
62.6%
60.6% Hoping for
financial 70.4%
Users over 45 years old hope to
improve their health before the new
improvement year
Hope to
improve
health
35+ 53.4% 1 more year older 51.7% Have to spend a lot of money 27.6% Have to clean the house
18 - 34 48.5% 1 more year older 48.1% Have to spend a lot of money 43.1% Have to clean the house
Under
18
years 48.4% Have to clean the house 38.5% 1 more year older 32.2% Have to spend a lot of money
old
50.2% Abstain from breaking things 16.8% Choose the begin of a new-year writing
house for Hire a house cleaning service Clean the house by myself
Tet
While tidying up the house is the top affliction
when Tet comes, 96% of respondents still have
to complete this task by themselves.
38.8%
Technology Team -
36.8% only stay at home
checking the
phone, ipad or
watching tv
36.6% Food Team - eat,
Travel Team - sleep and drink
travel, exchange
21.0% New year’s
Duty Team - Play wishes, ...
Gaming Team - hard, work hard
determined to get to the
top of the national ranking
75.5% Exchange New year’s wishes to 25.1% Go to a cafe shop, bubble tea 20.1% Exchange New year’s wishes at the
grandparents, relatives shop,... house of colleague/superior/partner
52.4% Go back to hometown 24.8% Only stay at home 16.8% Go to the mall
46.6% Hang out at your friend house 21.5% Go to amusement parks 10.3% Watch films at the theatre
Conclusion
family gatherings and unions, as well as these familiar symbols
glued in the mind of every citizen - each region, the traditional
customs related to “pray for holiness. be patient for good”
coccoc_qc qc.coccoc.com