Honda leads the helmet market in Vietnam with 33% share

1. May 2016
STUDY ABOUT HELMET MARKET
IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about helmet market in Vietnam
 Methodology: Online survey
 Fieldwork time: 3 days ( 26/04/2016 to 29/04/2016)
 Sample size: N = 1500
 Gender: Male / Female
 Geography: Nationwide

3. 2
KEY FINDINGS
• Honda, Yamaha, Nón Sơn are top 3 most well-known brands
• 58% know these brands when seeing others wear these brands of helmet
• Honda dominates Vietnam helmet market with 33%, followed by Andes 14%
• 1/2 online users choose helmet brand cause its high durability
• 32% user are unhappy with their helmet because it’s hard to clean
• 60% spend from $5,1- $15 on helmet per buying time
• 47% use half shell helmet
• 42% users want to buy helmet that is made in Japan
• 9% buy helmet online via E-commerce site

4. 3
GenderAge
OccupationLiving Place
N = 1500
DEMOGRAPHIC INFORMATION
25%
29%
42%
3%
Over 30
26-30
18-25
Under 18
37%
63%
Male
Female
27%
3%
3%
3%
17%
48%
Others
Cần Thơ
Đà Nẵng
Hải Phòng
Hà Nội
Hồ Chí Minh
3%
3%
5%
8%
9%
9%
26%
37%
Job seeker/Retired
Housewife
Factory Worker
Others
Self-employed
Engineer/Doctor/Teacher
Student
Officer

5. 4
4%
4%
5%
6%
6%
6%
7%
8%
13%
10%
10%
12%
30%
20%
50%
42%
41%
35%
57%
49%
68%
Hồ Chí Minh
5%
5%
6%
7%
7%
8%
8%
9%
10%
12%
13%
13%
24%
25%
36%
36%
40%
40%
46%
56%
73%
OGK KABUTO
Others
C&H
Bulldog
An Trần
GRS
Dammtrax
AGV
Chí Thành
Hero
Osakar
Zeus
Á Châu (Asia)
Amoro
Andes
Protec
Vespa
Suzuki
Nón Sơn
Yamaha
Honda
Total
6%
7%
6%
8%
8%
10%
8%
8%
7%
15%
20%
14%
15%
32%
18%
40%
40%
50%
39%
61%
80%
Hà Nội
5%
5%
7%
7%
8%
9%
9%
11%
8%
14%
14%
15%
18%
29%
25%
27%
38%
42%
34%
63%
78%
Others
N = 1500
Do you know any helmet brands listed below?
HONDA, YAMAHA, NÓN SƠN ARE TOP 3 MOST WELL-KNOWN BRANDS
While Nón Sơn & Andes quite popular in Ho Chi Minh, Suzuki is more popular in Ha Noi

6. 5
6%
21%
21%
21%
25%
27%
30%
32%
51%
54%
58%
Others
Facebook ads
Ecommerce sites
Online ads
Out of homes
News/ Magazines
Through promotion
persons
TV ads
Friends/ relatives
recommendation
Through selling places
See others wear this
helmet brand
Total
4%
19%
21%
20%
26%
26%
28%
27%
49%
57%
61%
Hồ Chí Minh
6%
23%
20%
24%
26%
29%
30%
41%
54%
52%
59%
Hà Nội
8%
22%
21%
22%
24%
28%
32%
34%
52%
53%
55%
Others
N = 1500
How do you know these helmet brands?
58% KNOW THESE BRANDS WHEN SEEING OTHERS WEAR THESE
BRANDS OF HELMET
Trade marketing is another effective channel to gain brand awareness

7. 6
5%
0.2%
0.2%
0.5%
1%
1%
1%
1%
1%
1%
1%
1%
2%
3%
3%
4%
7%
9%
10%
14%
33%
Others
An Trần
C&H
OGK KABUTO
Bulldog
Zeus
AGV
Chí Thành…
GRS
Hero
Osakar
Dammtrax
Suzuki
Amoro
Vespa
Á Châu (Asia)
Nón Sơn
Protec
Yamaha
Andes
Honda
Total
5%
0.3%
0.1%
0.1%
1%
1%
1%
2%
1%
1%
1%
1%
1%
1%
3%
5%
8%
12%
9%
22%
25%
Hồ Chí Minh
6%
0%
0%
1%
0%
0%
0%
1%
2%
2%
2%
0%
2%
5%
4%
2%
6%
12%
10%
3%
40%
Hà Nội
4%
0.2%
0.4%
1%
1%
0%
1%
1%
1%
1%
1%
1%
4%
4%
3%
3%
7%
4%
12%
9%
41%
Others
Which brand of helmet are you using the most frequently? (By city)
HONDA LEADS THE HELMET MARKET IN VIETNAM WITH 33% SHARE
Beside Honda, Saigonese prefer Andes while Hanoian like Protec
N = 1500

8. 7
5%
0%
0%
0%
1%
1%
1%
1%
1%
1%
1%
1%
2%
3%
3%
4%
7%
9%
10%
14%
33%
Others
An Trần
C&H
OGK KABUTO
Bulldog
Zeus
AGV
Chí Thành…
GRS
Hero
Osakar
Dammtrax
Suzuki
Amoro
Vespa
Á Châu (Asia)
Nón Sơn
Protec
Yamaha
Andes
Honda
Total
4%
0%
0%
0%
2%
2%
0%
0%
0%
2%
2%
0%
6%
0%
4%
4%
4%
2%
14%
10%
43%
Under 18
5%
0%
0%
0%
1%
0%
1%
1%
1%
2%
0%
2%
2%
2%
3%
4%
9%
4%
13%
13%
35%
18-25
5%
0%
0%
1%
0%
1%
0%
1%
2%
1%
2%
2%
2%
3%
3%
3%
7%
10%
8%
17%
30%
26-30
4%
0%
0%
1%
0%
1%
0%
1%
1%
1%
1%
0%
2%
4%
3%
3%
5%
17%
9%
14%
32%
Over 30
Which brand of helmet are you using the most frequently? (By age group)
HONDA HELMET IS USED THE MOST ACROSS ALL AGE GROUPS
Over 30 group prefers Protec helmet
N = 1500

9. 8
73%
56%
46%
40% 40%
36% 36%
25%
24%
13% 13% 12%
10% 9% 8% 8% 7% 7% 6% 5% 5%
33%
10%
7%
2% 3%
9%
14%
3% 4%
1% 1% 1% 1% 1% 1% 1% 0% 1% 0% 0%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Awareness
Usage
Do you know any helmet brands listed below?
Which brand of helmet are you using the most frequently?
HONDA IS LEADING THE INDUSTRY SINCE IT GAINS HIGHEST
BRAND AWARENESS AS WELL AS MARKET SHARE
N = 1500

10. 9
Honda
Yamaha
Andes
Protec
Nón Sơn
Do you know any helmet brands listed below?
Which brand of helmet are you using the most frequently?
Awareness
High
HighLow
Low
Usage
HONDA LEAVES OTHER COMPETITORS FAR BEHIND IN TERM OF
USAGE AND BRAND AWARENESS
N = 1500

11. 10
6%
6%
7%
21%
24%
26%
27%
28%
34%
38%
40%
40%
42%
44%
50%
Others
It's a gift when I buy my vehicle
To prove myself
Easy to clean
Many sizes and fit your head
Recommendation by friends, relatives
Ventilative, no sweat
Light weight
Stylish and fashionable design
Feel comfortable when wearing this helmet
Affordable price
Is certificated about safety standard by…
Famous and reliable brand
Protect my head well
High durability
Total
5%
13%
4%
18%
23%
26%
24%
24%
24%
36%
39%
43%
45%
43%
53%
Honda
4%
0%
3%
23%
27%
31%
28%
24%
42%
40%
40%
48%
55%
52%
57%
Andes
5%
5%
5%
21%
19%
21%
22%
24%
30%
28%
32%
34%
29%
43%
41%
Yamaha
N = 1500
Which brand of helmet are you using the most frequently?
Why do you choose this helmet brand?
Honda = high durability + protect well + reliable brand
Andes = high durability + protect well + reliable brand + fashionable design
Yamaha = high durability + protect well
HIGH DURABILITY, PROTECT WELL AND RELIABLE ARE 3 TOP REASONS
FOR CHOOSING HELMET BRAND
N = 493 N = 215 N = 155

12. 11
3%
0%
2%
18%
21%
26%
28%
38%
31%
38%
38%
45%
46%
43%
54%
Protec
2%
0%
6%
15%
18%
17%
21%
30%
52%
42%
35%
28%
37%
36%
33%
Nón Sơn
6%
6%
7%
21%
24%
26%
27%
28%
34%
38%
40%
40%
42%
44%
50%
Others
It's a gift when I buy my vehicle
To prove myself
Easy to clean
Many sizes and fit your head
Recommendation by friends, relatives
Ventilative, no sweat
Light weight
Stylish and fashionable design
Feel comfortable when wearing this helmet
Affordable price
Is certificated about safety standard by…
Famous and reliable brand
Protect my head well
High durability
Total
N = 1500
Which brand of helmet are you using the most frequently?
Why do you choose this helmet brand?
PROTEC = HIGH DURABILITY + FAMOUS BRAND + SAFETY STANDARD
NÓN SƠN = FASHIONABLE DESIGN + COMFORTABLE + FAMOUS BRAND
N = 136 N = 110

13. 12
18%
13%
21%
15% 19% 17%
58%
59%
55%
62%
61% 67%
23%
27% 24% 22% 20% 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Andes Nón Sơn Yamaha Honda Protec
Very satisfied
Satisfied
Normal
Unsatisfied
Very unsatisfied
Which brand of helmet are you using the most frequently?
How do you feel with your current helmet brand?
81% ARE SATISFIED WITH THEIR CURRENT HELMET BRAND
Andes gains highest top box consumers’ satisfaction in comparison with others
N = 1500 N = 155N = 110N = 215 N = 493 N = 136

14. 13
11%
5%
5%
8%
10%
20%
23%
23%
32%
Others
Do not protect my head well
Not durable
Do not fit my head
Feel uncomfortable when wearing this
helmet
Do not have stylish and fashionable design
Do not ventilate well, sweaty
Heavy
Hard to clean
Total
10%
4%
5%
7%
10%
27%
25%
24%
33%
Honda
13%
3%
3%
8%
7%
16%
23%
28%
33%
Andes
7%
5%
7%
9%
12%
17%
24%
30%
30%
Yamaha
Which brand of helmet are you using the most frequently?
Is there anything that makes you feel unsatisfied about your current helmet brand?
32% ARE UNHAPPY WITH THEIR BRAND
BECAUSE IT IS HARD TO CLEAN
N = 1500 N = 493 N = 215 N = 155
Honda doesn’t have fashionable design while Andes and Yamaha is evaluated as heavy

15. 14
9%
1%
2%
4%
8%
24%
19%
16%
32%
Protec
12%
6%
8%
6%
7%
9%
25%
20%
25%
Nón Sơn
11%
5%
5%
8%
10%
20%
23%
23%
32%
Others
Do not protect my head well
Not durable
Do not fit my head
Feel uncomfortable when wearing this
helmet
Do not have stylish and fashionable design
Do not ventilate well, sweaty
Heavy
Hard to clean
Total
N = 1500 N = 136 N = 110
Which brand of helmet are you using the most frequently?
Is there anything that makes you feel unsatisfied about your current helmet brand?
BESIDE HARD TO CLEAN, HEAVY IS ALSO THE PROBLEM THAT
MAKES CUSTOMER FEEL UNHAPPY
Protec doesn’t have fashionable design while Nón Sơn doesn’t ventilate well

16. 15
47% USE HALF SHELL HELMET
Which brand of helmet are you using the most frequently?
Which type of helmet do you use the most?
N = 1500
6%
13%
24%
11% 14% 15%
18%
16%
19% 13%
24%
21%
16%
20% 25%
20%
47%
37%
51% 47%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Haft Shell
Open face
Street Jet
Full helmet
Other
Half Shell

17. 16
6%
9%
15%
27%
28%
67%
Others
Online
Convenient stores
Supermarket
Brand stores
Helmet shop
Total
6%
8%
18%
29%
27%
73%
Under 18
5%
9%
13%
25%
29%
65%
18-25
9%
12%
16%
28%
31%
68%
26-30
5%
5%
15%
28%
22%
70%
Over 30
Where do you usually buy helmet?
67% GO TO HELMET SHOP FOR BUYING A HELMET
9% users buy helmet online via E-commerce site
N = 1500

18. 17
Do you want to buy foreign-rooted helmet?
42% USERS WANT TO BUY HELMET THAT IS MADE IN JAPAN
22%
29%
23% 19% 21%
10%
8%
9%
10%
13%
11%
10%
10% 11%
12%
15%
22%
13% 14%
18%
42%
31%
45% 45%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Yes, made in Japan
Yes, made in US
Yes, made in Thailand
Yes, made in other countries
No
N = 1500

19. 18
4% 6% 3% 5% 4%
10% 2% 9%
13%
9%
24%
10%
22%
27%
26%
33%
24%
32%
31%
36%
27%
43%
29%
24% 23%
3%
14%
5% 1% 2%
Total Under 18 18-25 26-30 Over 30
Under $5
$5,1 - $10
$10,1 - $15
$15,1 - $25
$25,1 - $40
Over $40
4% 1% 2% 4% 4%
10%
6%
9%
8%
14%
24%
19%
22%
27%
32%
33%
20%
37%
38%
29%
27%
43%
29%
21% 18%
3%
12%
2% 2% 2%
Total Under $200 $201-$450 $451-$700 $701-$1000
How much are you willing to spend on a helmet?
The higher income, the more they spend for buying helmet
60% SPEND FROM $5,1- $15 ON HELMET PER BUYING TIME
N = 1500

20. 19
18% 18% 18% 16% 19%
18% 18% 17% 19%
18%
19%
10% 17% 20%
22%
23%
18%
23%
24%
23%
18%
18%
21%
18%
15%
4%
16%
5% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Under 6 months
6 months - 1 year
1 year - 1.5 year
1.5 year - 2 years
2 years - 3 years
Over 3 years
How often do you change your helmet?
42% CHANGE THEIR HELMETS EVERY 1 ~ 2 YEARS
N = 1500

21. 20
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

22. 21
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

23. 22