The document provides strategic concepts for brands during the 2021 festive and Tet season in Vietnam. It highlights insights on customer behaviors and preferences, as well as cultural factors. Key points include: - Gen X and Boomers are driving mobile and ecommerce growth, while imposed disruption makes people more open to new products - The festive seasons last 10 days and provide time for customers to research, compare options, and make purchases - Rural areas account for 60-70% of the population but are underserved by online platforms; basic needs around food, health and education are priorities - Brands should partner with others, ensure visibility, transparency and consistency in communications to best serve customers across urban and rural areas during this busy

1. STRATEGIC
CONCEPTS IN
FESTIVE & TET
SEASON 2021
PERRY CAO - THE P CONCEPT
Please don't remake and adjust any content
in the Deck without permission

2. The Data & Insights are references from Google, Facebook and
other resources that available on passionate researches. The
major Insights are gained from the Professional Experience
(2010 - present) & Native Breathes in Vietnam (1991- present)
For any customer
- driven business

3. CUSTOMERS & BRANDS CREATE
THOUSAND REASONS TO SHOP
10/10
Women
Month
11/11
Black Friday,
Cyber Monday
12/12
Christmas
Month
01/01
14/02
NY / TET /
LOVE

4. INSIGHTS FROM FACEBOOK & GOOGLE
Gen X and Boomers
dominate global mobile
and ecommerce growth
The economic
downturn will expedite
the rise of Mega-Sales
Self-gifting and seasonal
shopping can be positive
outlets in difficult times
Imposed disruption fuels
receptiveness to new
products and services
The new perspective
on value: affordability,
authenticity & action
10 days and sufficient time for
audience to search, view,
compare, consider & buy
Moments of Togetherness,
Connections, Entertainments (JOY),
Movements, Conversations and Self-
Rewards
Search, Watch, Touch points and
Buy via Search Engines, Social
platforms, E-Com platforms and
Online Videos.
Brands & Festive | TET Season
Association. Brands & Customers
connections for co-creating
moments & influence

5. EARLY NOVEMBER | CONFECTIONERY, FASHION,
FOOD, ELECTRONICS | MOBILE & IN-STORE

6. INSIGHTS FROM A NATIVE VIETNAMESE & PERSONAL UP & DOWN EXPERIENCE
WITH VARIED INDUSTRIES, FROM THEIR FAILURES & SUCCESS STORIES
54 ethic groups in
Vietnam. Kinh is taking
85%. Measurement &
metrics are mattering
Urban-based people are more
private while rural-based are more
social. Rural people & people from
rural are taking 60-70%
Income & Spending are prioritised
to "comfort is better than pride".
Civilisation, Education & Skills are
being developed, but still low
Urban reports aren't
representing the life of
Vietnam. Culture reports
are incomplete
Festive seasons are for
people living in Urban areas &
well-aware of convenient &
valuable consumption.
Search, Social, E-com platforms
are not driven to Rural & Gen X,
Boomers. Facilities, people-to-
people and offline win in Rural
Fundamentals are being
remained on the top of
customer's funnel during
TET | Festive Seasons
Foods, Health & Education are listed
the top. Domestic travel is an
alternative for weekend and days off.
Fashion is for Urban, Occasional and
Public's requirements. Apparel with
basic offer is on demanding. Affordable
luxury & premium is being demanded
Common values of human are key
facilitators to drive consumptions,.
People also care functional benefits
and their adding values, tangibility
& right-away benefits with less
efforts of trials & consumptions.

7. MASS & TRUST
Making fair opportunities for both Rural
& Urban, Kinh & other Ethics by Mass
communications. Don't always stress out
fancy Customer Experience, just deliver
their Basic needs: Good products, Easy to
Use, Helpers when broken.
Strategic
Concepts
CO-BENEFITS &
COMMUNICATIONS
Don't try to SOLO & YOLO in the festive
seasons and own it alone. Partnering with
other Brands or Influencers to inherit
their business assets, their reputations
and their networks to deliver your
promise to customers more wisely &
economically.
VISIBILITY & TRANSPARENCY
Huge traffics to come, so prepare
sufficient resources to serve customers.
Always visible for their questions and
requests. Always transparent in
communications & policies. Consistency
during from what Brands said to what
Brand delivered. Extra offers if any, to
distinguish Brands in festive seasons from
Brands in normal days. Don't repeat the
mistakes from previous time.

8. THANK YOU & HAVE A
FABULOUS FESTIVE-
SEASON AHEAD!
VIETNAMESE CULTURES & TRADITIONS ARE OUR NATION'S SACRED ASSETS, AND THEY
SHOULD NOT HAVE BEEN TRADABLE. IT IS GOOD FOR BRANDS TO UNDERSTAND,
STUDY AND RESPECT THEM BY INSIGHTFUL & MEANINGFUL CAMPAIGNS.
PLEASE DON'T TAKE ADVANTAGES OF OUR CULTURES & VALUES TO "REDEFINE",
"CHANGE" AND "MAKE THEM MORE BLENDED" TO OTHER CULTURES.