INDONESIA COUNTRY PROFILE REPORT

V tr a l
c im x hi
Dn s : 251,160,124 (July 2013 est.)
Tng trng dn s : 0.99% (2013 est.)
Ngn ng chnh : Bahasa Indonesia
Cc ngn ng khc : Ting Anh v cc th ng khc, trong ph bin nht l
ting Javanese
Cc ngn ng khc : Ting Anh v cc th ng khc, trong ph bin nht l
ting Javanese
Cc dn tc chnh : Javanese (45%), Sundanese (14%), Madurese (7.5%),
coastal Malays (7.5%), other (26%)
Tn gio : Muslim (88%), Protestant (5%), Roman Catholic (3%), Hindu
(2%), Buddhist (1%), other (1%)
Kinh t
ng tin : Indonesian Rupiah (IDR)
GDP theo ngnh
(%)
: Nng nghip (14,4%); Cng nghip (47%); Dch v (38,6%)
(2012 est.)
Gi tr xut khu : 187 t USD (2012 est.) Gi tr xut khu : 187 t USD (2012 est.)
Th trng xut
khu chnh
: Japan 15.9%, China 11.4%, Singapore 9%, South Korea
7.9%, US 7.8%, India 6.6%, Malaysia 5.9% (2012)
Gi tr nhp khu : 178.5 t USD (2012 est.)
Ngun nhp khu
chnh
: China 15.3%, Singapore 13.6%, Japan 11.9%, Malaysia
6.4%, South Korea 6.2%, US 6.1%, Thailand 6% (2012)
Tim nng pht trin
D bo lc quan
Phn tch ca McKinsey cho bit
vo nm 2030:
- Kinh t Indonesia ng hng th
7 th gii (hin nay ng th 16)
- Lc lng tiu dng tng thnh
135 triu ngi (hin nay 45 triu
ngi)
- 71% dn s s sng thnh th,
ng gp 86%GDP
- Cn 113 triu lao ng c k
nng (hin nay ch cn 55 triu)
- em n c hi th trng tr gi
1,8 nghn t USD trong cc lnh
vc dch v tiu dng, nng ng
nghip, ti nguyn v gio dc
(hin nay c tr gi 500 t USD)
Phn tch ca McKinsey cho bit
vo nm 2030:
- Kinh t Indonesia ng hng th
7 th gii (hin nay ng th 16)
- Lc lng tiu dng tng thnh
135 triu ngi (hin nay 45 triu
ngi)
- 71% dn s s sng thnh th,
ng gp 86%GDP
- Cn 113 triu lao ng c k
nng (hin nay ch cn 55 triu)
- em n c hi th trng tr gi
1,8 nghn t USD trong cc lnh
vc dch v tiu dng, nng ng
nghip, ti nguyn v gio dc
(hin nay c tr gi 500 t USD)
Indonesia hin nay v Indonesia vo nm 2030
Ngun: The archipelago economy: Unleashing Indonesias potential, McKinsey Global Institute, thng 9/2012
T trng GDP ni a
Xut khu phi hng ha Indonesia chim t trng nh hn Thi Lan v Malaysia trong
tng mc GDP
GDP ni a
Ngun: Bank of Thailand; Bank of Indonesia; Department of Statistics Malaysia; The Economist Intelligence Unit;
McKinsey Global Institute analysis
GDP ni a
Xut khu hng ha
Xut khu phi hng ha
Lc lng tiu dng tng nhanh
c on khong 90 triu ngi dn Indonesia s gia nhp lc lng tiu dng vo nm 2030
Triu ngi
2010 2020 2030
Nu GDP tng 5-6%
S ngi b sung vo
lc lng tiu dng
Di tng lp tiu dng
Trong tng lp tiu dng
2030
Nu GDP tng 7%
Nhn din ngi tiu dng
Cc ch du tng trng trong tiu dng
Mc th ha ngy cng cao. Trong vng 20 nm ti, d bo hn 30 triu
ngi s di chuyn t khu vc nng thn v thnh th, nng t l th ha ln mc
71% (so vi 53% hin nay). Nhiu thnh ph nm ngoi Java c tc tng trng
cao.
S giu c tng ln, dn n thay i trong hnh vi ngi tiu dng. Kho st cho
thy t l thun vi mc giu c, ngi tiu dng c khuynh hng chuyn sang
chi tiu nhiu hn cho gii tr v u t.
Lc lng ngi tiu dng s tng ln 135 triu ngi vo nm 2030 t con s
45 triu ngi nm 2010. S tng cng ny cng vi mc giu c c th nng
mc tng trng chi tiu hng nm ln 7.7% trong giai on 2011-2030, ha hn c
hi kinh doanh tr gi 1.1 nghn t USD vo nm 2030.
Trong thp nin ti, ngi dn Indonesia s tng cng s dng cc sn phm
v dch v s ha. Hin nay, c khong 220 triu thu bao i ng c ng k. 60%
ngi trng thnh s dng mobilefone, t l ny l 80% th. Internet ang
tng trng 20% mi nm, d kin t 100 triu users vo nm 2016.
Mc th ha ngy cng cao. Trong vng 20 nm ti, d bo hn 30 triu
ngi s di chuyn t khu vc nng thn v thnh th, nng t l th ha ln mc
71% (so vi 53% hin nay). Nhiu thnh ph nm ngoi Java c tc tng trng
cao.
S giu c tng ln, dn n thay i trong hnh vi ngi tiu dng. Kho st cho
thy t l thun vi mc giu c, ngi tiu dng c khuynh hng chuyn sang
chi tiu nhiu hn cho gii tr v u t.
Lc lng ngi tiu dng s tng ln 135 triu ngi vo nm 2030 t con s
45 triu ngi nm 2010. S tng cng ny cng vi mc giu c c th nng
mc tng trng chi tiu hng nm ln 7.7% trong giai on 2011-2030, ha hn c
hi kinh doanh tr gi 1.1 nghn t USD vo nm 2030.
Trong thp nin ti, ngi dn Indonesia s tng cng s dng cc sn phm
v dch v s ha. Hin nay, c khong 220 triu thu bao i ng c ng k. 60%
ngi trng thnh s dng mobilefone, t l ny l 80% th. Internet ang
tng trng 20% mi nm, d kin t 100 triu users vo nm 2016.
Ngun: The new Indonesian consumer, McKinsey&Company, thng 12/2012
Mt s so snh gia TP.HCM v Jakarta
Tip cn cng ngh s TP. HCM Jakarta
S hu my vi tnh ti nh 86% 28.5%
S hu in thoi di ng 94% 93.9%
S hu in thoi thng minh 22% 23.3%
S hu in thoi di ng thng thng 79.3% 84.4% S hu in thoi di ng thng thng 79.3% 84.4%
Nhn thc v tnh trng kinh t c nhn
so vi nm trc
C ci thin 34% 54.4%
Khng thay i 41.6% 38.6%
T hn trc 24.4% 6.6%
Ngun: Hakuhodo GHS 2012
Chn dung ngi tiu dng
7 loi tnh cch ca ngi tiu dng Indonesia
% tng s ngi tiu dng
Pragmatic strivers (12%)
Middle-aged conservatives (17%)
Middle-aged optimists (16%)
Chi tiu t
Giu c ng ngha vi thnh cng
Ci m vi hng gi
Chi tiu t
Gn b vi gia nh
Bo th, nhng thch mua sm
Hu ht l tng lp trung lu ti cc th nh
Theo ch ngha c nhn
Thch cc mn sang trng nh, a mo him
Frugal middle class (14%)
Virtuous well-offs (14%)
Well-off modern adults (13%)
Emerging well-off youths (14%)
Hu ht l tng lp trung lu ti cc th nh
Theo ch ngha c nhn
Thch cc mn sang trng nh, a mo him
Rt gn b vi gia nh
Theo ch ngha quc gia
C mc tiu ti chnh r rt
Tng lp kh gi, t hi lng vi cuc sng
Khng d b thm tin mua hng c thng hiu
Tp trung vo nhu cu thc s
Giu c, lc quan v s tng trng trong tng lai
Theo ch ngha c nhn, a mo him
am m cng ngh v Internet
L th dn giu c
Giu c ng ngha vi thnh cng
Dnh thi gian cho vic mua sm
<2 triu 2-3 triu > 3 triu
Chi tiu hng thng, Rupiah Indonesia
T
u

i
1. Pragmatic strivers (12%)
Thu nhp thp nht trong cc nhm kho st
D b tc ng, nhng sc mua rt yu
Kh ln tui
Cho rng giu c v a v x hi ng ngha vi thnh cng
Sn sng mua hng xa x nu c iu kin
Thng mua sm ti cc ca hng mom-and-pop (mama shop)
2. Middle-aged conservatives (17%)
Thu nhp trung bnh
La tui 30-40, ch yu sng ti cc TP ln
Bo th, hn ch vay mn hay u t
Rt xem trng gia nh
Quan tm n sc khe v s an ton
Quen mua sm, quan tm n thng hiu, sn sng mua hng hiu nu c tin
Khng thch cng ngh, v thng thiu thng tin v sn phm v nhn hiu
Thng mua hng ti cc wet markets v mom-and-pop
Chn dung ngi tiu dng (tt)
1. Pragmatic strivers (12%)
Thu nhp thp nht trong cc nhm kho st
D b tc ng, nhng sc mua rt yu
Kh ln tui
Cho rng giu c v a v x hi ng ngha vi thnh cng
Sn sng mua hng xa x nu c iu kin
Thng mua sm ti cc ca hng mom-and-pop (mama shop)
2. Middle-aged conservatives (17%)
Thu nhp trung bnh
La tui 30-40, ch yu sng ti cc TP ln
Bo th, hn ch vay mn hay u t
Rt xem trng gia nh
Quan tm n sc khe v s an ton
Quen mua sm, quan tm n thng hiu, sn sng mua hng hiu nu c tin
Khng thch cng ngh, v thng thiu thng tin v sn phm v nhn hiu
Thng mua hng ti cc wet markets v mom-and-pop
Ngun: The new Indonesian consumer, McKinsey&Company, thng 12/2012
3. Middle-aged optimists (16%)
Thu nhp trung bnh
La tui 30-40
Chp nhn ri ro, sn sng vay mn v u t
Theo ch ngha c nhn, t gn kt vi gia nh
Sn sng mua nhng mn xa x va ti tin, chung cng ngh ti tn nht
Sn sng chi tiu cho nhu cu gii tr
4. Frugal middle class (14%)
Cao tui
Sinh sng trong cc thnh ph c va (150.000 n 2 triu dn) Java
Sng tit kim v qun l chi tiu rt k
Thch dnh dm tin cho ngh hu hn l mua sm
t chu dng th hay tr tin nhiu hn cho cc thng hiu ni ting hn
Thng thm d kin bn b v cht lng sn phm v cn nhc rt k trc khi
quyt nh
Khng quan tm n vic mua hng u, min l gi tt
Chn dung ngi tiu dng (tt)
3. Middle-aged optimists (16%)
Thu nhp trung bnh
La tui 30-40
Chp nhn ri ro, sn sng vay mn v u t
Theo ch ngha c nhn, t gn kt vi gia nh
Sn sng mua nhng mn xa x va ti tin, chung cng ngh ti tn nht
Sn sng chi tiu cho nhu cu gii tr
4. Frugal middle class (14%)
Cao tui
Sinh sng trong cc thnh ph c va (150.000 n 2 triu dn) Java
Sng tit kim v qun l chi tiu rt k
Thch dnh dm tin cho ngh hu hn l mua sm
t chu dng th hay tr tin nhiu hn cho cc thng hiu ni ting hn
Thng thm d kin bn b v cht lng sn phm v cn nhc rt k trc khi
quyt nh
Khng quan tm n vic mua hng u, min l gi tt
Ngun: The new Indonesian consumer, McKinsey&Company, thng 12/2012
5. Virtuous well-offs (14%)
Khng phn bit la tui
Thng tp trung Jakarta, Bandung v khu vc ln cn
Ch yu l ngi lao ng chuyn nghip vi mc thu nhp v chi tiu kh
Quan nim thnh cng khng ng ngha vi giu c v a v x hi
Tuy nhin, li thch mt cuc sng truyn thng v ch mua nhng mn hng cn thit
Nhn chung khng thch mua sm
6. Well-off modern adults (13%)
Ch yu l ngi lao ng sng ti khu vc th vi mc thu nhp cao (c t 5-15
nm kinh nghim lm vic)
Lc quan v tnh trng ti chnh, nh gi cao a v x hi v s giu c
D dng lm quen vi cc xu hng mi v dng th sn phm mi
Thng xuyn n cc trung tm mua sm v mua cc sn phm c thng hiu
quc t.
a chung cc sn phm thc phm an ton v c ch cho sc khe
i vi mt s ngi, mua sm l s thch. Thch mua sm qua cc knh hin i
Tn trng cc gi tr truyn thng, trong cc quyt nh mua sm lun n khon
dnh dm cho ngh hu v cho gia nh, c bit l cho con ci
Chn dung ngi tiu dng (tt)
5. Virtuous well-offs (14%)
Khng phn bit la tui
Thng tp trung Jakarta, Bandung v khu vc ln cn
Ch yu l ngi lao ng chuyn nghip vi mc thu nhp v chi tiu kh
Quan nim thnh cng khng ng ngha vi giu c v a v x hi
Tuy nhin, li thch mt cuc sng truyn thng v ch mua nhng mn hng cn thit
Nhn chung khng thch mua sm
6. Well-off modern adults (13%)
Ch yu l ngi lao ng sng ti khu vc th vi mc thu nhp cao (c t 5-15
nm kinh nghim lm vic)
Lc quan v tnh trng ti chnh, nh gi cao a v x hi v s giu c
D dng lm quen vi cc xu hng mi v dng th sn phm mi
Thng xuyn n cc trung tm mua sm v mua cc sn phm c thng hiu
quc t.
a chung cc sn phm thc phm an ton v c ch cho sc khe
i vi mt s ngi, mua sm l s thch. Thch mua sm qua cc knh hin i
Tn trng cc gi tr truyn thng, trong cc quyt nh mua sm lun n khon
dnh dm cho ngh hu v cho gia nh, c bit l cho con ci
Ngun: The new Indonesian consumer, McKinsey&Company, thng 12/2012
7. Emerging well-off youths (14%)
L phin bn tr hn ca nhm 6 (Well-off modern adults)
Tng ng v mc lc quan v quan im v thnh cng vi nhm 6
Ch yu l sinh vin va tt nghip hoc ngi mi i lm
Chp nhn ri ro cao trong cc quyt nh u t, sn sng dng th sn phm
mi, thm ch vay tin cho cc khon mua sm ln
a chung cng ngh, dng Internet lm knh thu thp v chia s thng tin, quan im
trn cc mng x hi
Chn dung ngi tiu dng (tt)
7. Emerging well-off youths (14%)
L phin bn tr hn ca nhm 6 (Well-off modern adults)
Tng ng v mc lc quan v quan im v thnh cng vi nhm 6
Ch yu l sinh vin va tt nghip hoc ngi mi i lm
Chp nhn ri ro cao trong cc quyt nh u t, sn sng dng th sn phm
mi, thm ch vay tin cho cc khon mua sm ln
a chung cng ngh, dng Internet lm knh thu thp v chia s thng tin, quan im
trn cc mng x hi
Ngun: The new Indonesian consumer, McKinsey&Company, thng 12/2012
Thi quen mua sm
Mt ngi Indonesia bnh thng dng 50% thu nhp ca mnh mua thc n. H c xu hng
Mua nhiu ln, mi ln mua vi s lng nh
Mua cc mn hng dng gi nh, quan tm gi c hn cht lng v hnh thc bao b
Mua sn phm ni a nu mt hng thay th c sn phm nhp khu cng loi
Thng mua thc n nu sn ti cc qun l ng, tuy nhin vn thch t nu n ti nh
a thch thc phm ti sng hn thc phm ng gi v ch bin
Ngy cng quan tm n kha cnh dinh dng v li ch cho sc khe ca thc phm
Ngy cng thch mua sm ti cc siu th v ca hng hin i hn l cc ch truyn thng, do:
khng gian mua sm thoi mi hn, nhiu mt hng hn, ng cn lng, cht lng c
m bo, an ton thc phm v sch s, gi c cnh tranh, dch v tt, v d i li
Ra quyt nh da trn nhng g c qung co
C dn ngoi quc v ngi Indonesia c thu nhp cao
t nhy cm vi gi c
Thng tm cc sn phm nhp khu, c thng hiu, cht lng ho hng
Thc phm sch hu c ang ngy cng c quan tm
Mt ngi Indonesia bnh thng dng 50% thu nhp ca mnh mua thc n. H c xu hng
Mua nhiu ln, mi ln mua vi s lng nh
Mua cc mn hng dng gi nh, quan tm gi c hn cht lng v hnh thc bao b
Mua sn phm ni a nu mt hng thay th c sn phm nhp khu cng loi
Thng mua thc n nu sn ti cc qun l ng, tuy nhin vn thch t nu n ti nh
a thch thc phm ti sng hn thc phm ng gi v ch bin
Ngy cng quan tm n kha cnh dinh dng v li ch cho sc khe ca thc phm
Ngy cng thch mua sm ti cc siu th v ca hng hin i hn l cc ch truyn thng, do:
khng gian mua sm thoi mi hn, nhiu mt hng hn, ng cn lng, cht lng c
m bo, an ton thc phm v sch s, gi c cnh tranh, dch v tt, v d i li
Ra quyt nh da trn nhng g c qung co
C dn ngoi quc v ngi Indonesia c thu nhp cao
t nhy cm vi gi c
Thng tm cc sn phm nhp khu, c thng hiu, cht lng ho hng
Thc phm sch hu c ang ngy cng c quan tm
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
Xu hng tiu dng
Cc thi quen trn vn tip tc trong tng lai.
Mc d nhiu NTD ang c xu hng tr nhiu tin hn cho sn phm thc phm
nhp khu v ni a, h vn gi thi quen la chn k mua c mn hng vi
cht lng tt v gi thp.
Hng nhn ring d bo s tr thnh la chn thay th ph bin, do tc ng vo
quan nim khng phi r tin (cheap), m l gi tt (good value)
Bt u ch nhiu hn n cc nhn hng nhp khu thay th cho cc thng
hiu ni a quen thuc.
Coi trng gi tr ca sn phm, v cng ch nhiu hn n tnh a dng ca sn
phm.
Vi mc thu nhp tng, hng ha c thng hiu ang c c hi ln.
Ngy cng quan tm n c tnh dinh dng, an ton ca sn phm.
Cc sn phm lm sn (ready-to-eat, ready-to-cook) ang tr nn ph bin, nht l
i vi tng lp trung-cao cp.
C nhn thc r v cc thng hiu sn phm v c khuynh hng trung thnh vi
cc nhn hiu hay dng.
Cc thi quen trn vn tip tc trong tng lai.
Mc d nhiu NTD ang c xu hng tr nhiu tin hn cho sn phm thc phm
nhp khu v ni a, h vn gi thi quen la chn k mua c mn hng vi
cht lng tt v gi thp.
Hng nhn ring d bo s tr thnh la chn thay th ph bin, do tc ng vo
quan nim khng phi r tin (cheap), m l gi tt (good value)
Bt u ch nhiu hn n cc nhn hng nhp khu thay th cho cc thng
hiu ni a quen thuc.
Coi trng gi tr ca sn phm, v cng ch nhiu hn n tnh a dng ca sn
phm.
Vi mc thu nhp tng, hng ha c thng hiu ang c c hi ln.
Ngy cng quan tm n c tnh dinh dng, an ton ca sn phm.
Cc sn phm lm sn (ready-to-eat, ready-to-cook) ang tr nn ph bin, nht l
i vi tng lp trung-cao cp.
C nhn thc r v cc thng hiu sn phm v c khuynh hng trung thnh vi
cc nhn hiu hay dng.
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
Vai tr ca thng hiu
90% ngi tiu
dng c th xc
nh nhn hiu
hng ha no h
s mua trc khi
n ca hng.
i vi tng mt
hng, lun c 1-2
nhn hiu ni bt
trong tm tr ngi
tiu dng.
Trong hu ht cc
trng hp, l
nhng nhn hiu
thuc v cc Cng
ty a quc gia hoc
cc cng ty ni a
c truyn thng lu
i.
Ngi tiu dng Indonesia rt tin tng vo thng hiu
% s ngi phng vn ng tnh vi cc lun im sau
Thng hiu ni ting hn th cht lng tt hn
Thng hiu
90% ngi tiu
dng c th xc
nh nhn hiu
hng ha no h
s mua trc khi
n ca hng.
i vi tng mt
hng, lun c 1-2
nhn hiu ni bt
trong tm tr ngi
tiu dng.
Trong hu ht cc
trng hp, l
nhng nhn hiu
thuc v cc Cng
ty a quc gia hoc
cc cng ty ni a
c truyn thng lu
i.
Ngun: The new Indonesian consumer, McKinsey&Company, thng 12/2012
Sn phm t tin c cht lng tt hn
Thng hiu
Gi c
i Loan Php M Trung Quc Indonesia
i Loan Php M Trung Quc Indonesia
Knh truyn thng
2/3 NTD tip nhn thng tin
v thc phm, sn phm gia
dng v chm sc c nhn
t TV.
i vi in t, t l ny
l 50%.
Qung co truyn ming
ng vai tr quan trng, vi
s lng ln ngi dng
Facebook (th 2 th gii),
Twitter (th 3 th gii) v
dch v tin nhn BlackBerry.
Thng mi in t s l xu
hng mi trong tng lai
vi tng ca lng ngi
s dng Internet.
Ngi tiu dng Indonesia ch yu tip nhn thng tin t mt s t ngun
% ngi tr li phng vn c nhn c thng tin sn phm trong vng 2 thng va qua
Qung co trn TV
Li khuyn t gia nh v bn b
2/3 NTD tip nhn thng tin
v thc phm, sn phm gia
dng v chm sc c nhn
t TV.
i vi in t, t l ny
l 50%.
Qung co truyn ming
ng vai tr quan trng, vi
s lng ln ngi dng
Facebook (th 2 th gii),
Twitter (th 3 th gii) v
dch v tin nhn BlackBerry.
Thng mi in t s l xu
hng mi trong tng lai
vi tng ca lng ngi
s dng Internet.
Qung co trn bo giy
Trng by v qung co trong ca hng
Nhn vin sales gii thiu v t vn
Internet
Roadshow
Qung co trn xe but, tng ngm, taxi
Ngun: The new Indonesian consumer, McKinsey&Company, thng 12/2012
Phn ng t cc nh bn l
Nhm p ng th hiu tiu dng, cc nh phn phi v bn l iu chnh chin
thut marketing:
a ra cc sn phm dng gi nh vi gi thp hn, a ra nhiu nhn hng ph
thng hn, c bit l vi cc sn phm thit yu nh go, ng, du n.
Cc chin dch tip th cng gay gt hn: t ri, gim gi theo ma, cc hot ng
trong ca hng, qung co.
Xu hng: dch v cng thm trong ca hng s tr nn thng dng trong n lc
thu ht NTD: chp nhn thanh ton th, cc tin ch trong khu phc hp (tim hoa,
git i, ca hng bnh ngt, khu n ung, dch v giao hng). Cc cam kt m bo
cht lng nh hon li tin, tuy t thy hin nay, nhng cng s tr nn thng dng
trong tng lai.
Trong ngn hn, s khng c nhiu sn phm ni a phc v cho nhu cu ca tng
lp tiu dng cao cp.
Nhm p ng th hiu tiu dng, cc nh phn phi v bn l iu chnh chin
thut marketing:
a ra cc sn phm dng gi nh vi gi thp hn, a ra nhiu nhn hng ph
thng hn, c bit l vi cc sn phm thit yu nh go, ng, du n.
Cc chin dch tip th cng gay gt hn: t ri, gim gi theo ma, cc hot ng
trong ca hng, qung co.
Xu hng: dch v cng thm trong ca hng s tr nn thng dng trong n lc
thu ht NTD: chp nhn thanh ton th, cc tin ch trong khu phc hp (tim hoa,
git i, ca hng bnh ngt, khu n ung, dch v giao hng). Cc cam kt m bo
cht lng nh hon li tin, tuy t thy hin nay, nhng cng s tr nn thng dng
trong tng lai.
Trong ngn hn, s khng c nhiu sn phm ni a phc v cho nhu cu ca tng
lp tiu dng cao cp.
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
H thng phn phi
H thng phn phi
H thng phn phi kh phc tp do a hnh tri rng.
C s h tng km pht trin, nht l nhng khu vc ngoi Java v cc TP
ln.
Kh nng vn chuyn thc phm ng lnh rt hn ch.
C mt s NPP ln, ch yu l cc cng ty con ca cc NSX thc phm v
hng tiu dng, vi ph ni a kh su.
S yu km ca h tng cng l tr ngi ln nht. Bi cn ch ph hp cho
tu ti trng nh, thiu trang thit b bc d, nn kt xe thng xuyn, lch
vn ti bng tu khng n nh, thiu tu nh cho khu vc pha ng ca
Indonesia. Nhng im ny buc cc cng ty phi tr lng hng nhiu
hn mc mong mun trnh b ht hng.
H thng phn phi
H thng phn phi kh phc tp do a hnh tri rng.
C s h tng km pht trin, nht l nhng khu vc ngoi Java v cc TP
ln.
Kh nng vn chuyn thc phm ng lnh rt hn ch.
C mt s NPP ln, ch yu l cc cng ty con ca cc NSX thc phm v
hng tiu dng, vi ph ni a kh su.
S yu km ca h tng cng l tr ngi ln nht. Bi cn ch ph hp cho
tu ti trng nh, thiu trang thit b bc d, nn kt xe thng xuyn, lch
vn ti bng tu khng n nh, thiu tu nh cho khu vc pha ng ca
Indonesia. Nhng im ny buc cc cng ty phi tr lng hng nhiu
hn mc mong mun trnh b ht hng.
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
c tnh phn phi
Phn phi hng nhp khu
Hng nhp khu vo th trng thng thng qua NPP hoc i l, t y s c
bn trc tip cho cc ca hng bn l hin i. Rt t ngi bn l mua trc tip t
cc nh cung cp ngoi quc v th tc logistics phc tp.
Hu ht cc sn phm nhp khu u ra th trng qua knh phn phi hin i,
bao gm :khu mua sm bch ha (hypermarket), siu th, trung tm bn s (Lotte
Mart), ca hng tin dng, siu th mini.
Cc sn phm i qua knh truyn thng s phi i mt vi quy trnh phn phi di
dng hn.
Hin c 10 thnh ph ln ng vai tr u mi phn phi (distribution hubs) thc
phm Indonesia: Bandung, Yogyakarta, Surabaya, Denpasar, Makassar, Manado,
Balikpapan, Banjarmasin, Medan, Pakanbaru, Padang, Palembang, Batam.
T cc hub ny, hng ha s ta n kho ca NPP khu vc, t tip tc n cc
NPP th cp v bn s, ri n nhm bn l.
Phn phi hng nhp khu
Hng nhp khu vo th trng thng thng qua NPP hoc i l, t y s c
bn trc tip cho cc ca hng bn l hin i. Rt t ngi bn l mua trc tip t
cc nh cung cp ngoi quc v th tc logistics phc tp.
Hu ht cc sn phm nhp khu u ra th trng qua knh phn phi hin i,
bao gm :khu mua sm bch ha (hypermarket), siu th, trung tm bn s (Lotte
Mart), ca hng tin dng, siu th mini.
Cc sn phm i qua knh truyn thng s phi i mt vi quy trnh phn phi di
dng hn.
Hin c 10 thnh ph ln ng vai tr u mi phn phi (distribution hubs) thc
phm Indonesia: Bandung, Yogyakarta, Surabaya, Denpasar, Makassar, Manado,
Balikpapan, Banjarmasin, Medan, Pakanbaru, Padang, Palembang, Batam.
T cc hub ny, hng ha s ta n kho ca NPP khu vc, t tip tc n cc
NPP th cp v bn s, ri n nhm bn l.
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
Quy trnh phn phi
NPP/ Nh nhp khu/
i l
Tng kho ca cc chui
bn s v siu th ln
Giao hng trc tip n Nh bn
s v siu th ti Jakarta v khu
vc khc ca Java
Chi nhnh ca
cc NPP ln
Bn ngoi cc TP
ln: NPP th cp
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
Qun l
ng
Siu th mini Siu th Ca hng
bn s
Siu th Siu th
mini
Ngi bn l/
tim tp ha
Kho
cha
Nh kho NPP th
cp
Siu th mini v ca hng
tp ha
Siu th mini v ca hng
tp ha
Tim tp ha
Xu hng phn phi
Knh phn phi hin i ang bnh trng rt nhanh, tuy nhin knh truyn thng vn ang
chim gi th thng phong trong tng lai gn.
Cc nc thang phn phi s c thu gn li. Cc nh bn l ln s tng cng mua hng trc
tip t cc NSX ni a v nc ngoi. Hng ha c tch tr ti cc tng kho vi h thng
phn phi vn hnh da trn cng ngh v trang thit b hin i. tng hiu qu ca h
thng, s c thm nhiu ca hng bn l c m ti cc thnh ph thuc Java, bn ngoi
Jakarta. Trn cc o khc, h tng yu km vn l tr ngi c bn.
S thnh cng ca cc nh bn l ln, cc nh bn s, v trung tm mua sm bch ha
(hypermarket) trong vic em li cho ngi dn Indonesia nhiu s la chn vi gi c thp s
thc y s tng trng doanh s ca thc phm nhp khu. Ngy cng nhiu ngi c mc
thu nhp trung bnh v thp bt u n mua sm ti cc ca hng ny.
iu ny buc cc siu th v cc hnh thc bn l hin i khc phi tp trung nhiu hn vo
nhm khch hng mc tiu vi cc n lc marketing tinh t hn, v phng thc vn hnh ca
hng hiu qu hn.
D on s bnh trng s din ra mnh m nht ti khu vc Java v o Bali, trong cc khu
dn c v thnh ph bn ngoi Jakarta.
Knh phn phi hin i ang bnh trng rt nhanh, tuy nhin knh truyn thng vn ang
chim gi th thng phong trong tng lai gn.
Cc nc thang phn phi s c thu gn li. Cc nh bn l ln s tng cng mua hng trc
tip t cc NSX ni a v nc ngoi. Hng ha c tch tr ti cc tng kho vi h thng
phn phi vn hnh da trn cng ngh v trang thit b hin i. tng hiu qu ca h
thng, s c thm nhiu ca hng bn l c m ti cc thnh ph thuc Java, bn ngoi
Jakarta. Trn cc o khc, h tng yu km vn l tr ngi c bn.
S thnh cng ca cc nh bn l ln, cc nh bn s, v trung tm mua sm bch ha
(hypermarket) trong vic em li cho ngi dn Indonesia nhiu s la chn vi gi c thp s
thc y s tng trng doanh s ca thc phm nhp khu. Ngy cng nhiu ngi c mc
thu nhp trung bnh v thp bt u n mua sm ti cc ca hng ny.
iu ny buc cc siu th v cc hnh thc bn l hin i khc phi tp trung nhiu hn vo
nhm khch hng mc tiu vi cc n lc marketing tinh t hn, v phng thc vn hnh ca
hng hiu qu hn.
D on s bnh trng s din ra mnh m nht ti khu vc Java v o Bali, trong cc khu
dn c v thnh ph bn ngoi Jakarta.
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
Bc tranh bn l
Tng trng FMCG
Mc tng trng ngnh hng so vi nm trc
Tng FMCG
SP Chm sc c nhn
T l tng trng
Qu 2/2012 so vi
cng k nm ngoi
T l tng trng
Qu 2/2012 so vi
nm ngoi
Ngun: Kantar WorldPanel, Consumer Index, Indonesia, Qu 2.2012
SP Chm sc c nhn
SP Chm sc nh
Thc ung
Thc phm ng gi
SP t sa
F&B Nhng ng ch ln
Indonesia: Nhng ng ch ln trong ngnh thc phm v ung (2011)
Cng ty Lnh vc
Doanh s
(triu USD)
Tnh n
thi im
S lng
nhn vin
Nm
thnh lp
Bnh ko v sn
phm t sa
Thc phm cc loi
12/2010
12/2010
Tht v c
Thc phm em b v
thc phm cng thc
Thc phm cc loi
Snack v m n lin
Sn phm sa v tr
Bnh ko
Snack
12/2010
12/2010
12/2010
12/2010
12/2009
12/2010
Ngun: The new Indonesian consumer, McKinsey&Company, thng 12/2012
F&B Chin lc ngnh hng
S kt hp gia tn sut mua sm v thm nhp a n nhng chin lc tng trng khc nhau
trong ngnh thc phm v ung
Cao
In the specialty aisle
Nc tri cy nguyn cht, sa, chewing gum
Chin lc: Ti nh v ngnh hng tng mc
thm nhp bng cch thu ht thm i tng
ngi dng mi
On the shopping list
M n lin, bnh qui v wafers, nc ung
ng chai, c ph bt, snack, tr ti lc, kem,
s-c-la, nc ung hng v tri cy, ko
Chin lc: Ti nh ngha ngnh hng
thng qua cc sng kin ci tin hoc ti nh
v thay i khung th hiu ca ngi tiu
dng
Thp
Mc thm nhp trong h gia nh
Cao
T

n

s
u

t

m
u
a

s

m
Chin lc: Ti nh v ngnh hng tng mc
thm nhp bng cch thu ht thm i tng
ngi dng mi
Chin lc: Ti nh ngha ngnh hng
thng qua cc sng kin ci tin hoc ti nh
v thay i khung th hiu ca ngi tiu
dng
On the back of the shelf
Nh hng thc n nhanh, sa bt, nc
isotonic, nc tng lc pha sn, nc tng lc
dng bt, ya-ua, bia, bt yn mch
Chin lc: S dng nhiu loi n by kch
thch mua sm v nng mc thm nhp
Pantry fillers
Syrup, sa c c ng
Chin lc: Tn dng sng kin v n by
v gi tng tn sut mua sm bi ngi
dng mi, hoc nhng dp tiu dng mi
Knh bn l
Doanh thu bn l qua knh truyn thng, bao gm ch v ca tim tp
ha, vn chim khong 70% th trng.
Th phn ca knh hin i vn ang tip tc tng nhanh, c kh nng t
50% vo nm 2015.
Hnh thc siu th mini tng ng k trong vi nm qua, hin chim 56% th
phn ca knh hin i, vi 85% c dn th gh n mua hng (s liu
t Kantar WorldPanel, Spotlight on Indonesia, thng 7/2013).
Doanh thu bn l qua knh truyn thng, bao gm ch v ca tim tp
ha, vn chim khong 70% th trng.
Th phn ca knh hin i vn ang tip tc tng nhanh, c kh nng t
50% vo nm 2015.
Hnh thc siu th mini tng ng k trong vi nm qua, hin chim 56% th
phn ca knh hin i, vi 85% c dn th gh n mua hng (s liu
t Kantar WorldPanel, Spotlight on Indonesia, thng 7/2013).
Ngun: The new Indonesian consumer, McKinsey&Company, thng 12/2012
Knh bn l
Tm quan trng ca tng knh phn phi ty thuc vo phn khc
khch hng v loi sn phm.
Hn 80% NTD th thch mua sn phm gia dng v chm sc
c nhn qua knh hin i.
i vi thc phm, hn 50% NTD la chn knh truyn thng.
i vi hng in t, NTD thng c xu hng trung thnh vi
nhn hng v knh mua sm c th (trung tm in my, chui ca
hng bn thit b in t).
Tm quan trng ca tng knh phn phi ty thuc vo phn khc
khch hng v loi sn phm.
Hn 80% NTD th thch mua sn phm gia dng v chm sc
c nhn qua knh hin i.
i vi thc phm, hn 50% NTD la chn knh truyn thng.
i vi hng in t, NTD thng c xu hng trung thnh vi
nhn hng v knh mua sm c th (trung tm in my, chui ca
hng bn thit b in t).
Ngun: The new Indonesian consumer, McKinsey&Company, thng 12/2012
T trng knh thng mi
Ngun: Kantar WorldPanel, Consumer Index, Indonesia, Qu 2.2012
Cc tay chi ln
TRUNG TM BCH HA SIU TH
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
Siu th (supermarket), Trung tm bch ha (hypermarket), Kho bn l (warehouse outlet)
Phn khc ny c khuynh hng mua hng nhp khu. Lng hng nhp khu dao ng t 5-
30% cc mt hng. i vi cc ca hng bn l dnh cho gii thng lu, con s ny c th tng
ln n 60%.
Trong tng lai gn, c khuynh hng nhp hng vi s lng t hn, tuy nhin s tng s lng
cc nhn hiu v mt hng.
Cc tay chi ln
Siu th mini (mini-markets) v Ca hng tin dng (convenient stores)
Cc siu th mini ang nhanh chng tr nn ph bin, c bit l ti cc thnh ph
bn ngoi Jakarta. V bn cht, y l mt phin bn cao cp ca cc tim tp ha
truyn thng, bn cc mt hng nhu yu phm, mt t hng ng lnh v tri cy
ti.
Gi thp l li th chnh ca hnh thc ny. Nhiu siu th mini c v tr rt thun li
trong cc khu dn c.
Hu ht cc chui siu th mini s hu tin nghi phn phi ring, thng mua hng
tp trung t cc NPP/nh nhp khu v a hng v tng kho hoc trc tip n
cc ca hng.
Nm 2008, Indomaret v Alfamart l 2 thng hiu chim 84% th phn ca phn
khc bn l ny.
Siu th mini (mini-markets) v Ca hng tin dng (convenient stores)
Cc siu th mini ang nhanh chng tr nn ph bin, c bit l ti cc thnh ph
bn ngoi Jakarta. V bn cht, y l mt phin bn cao cp ca cc tim tp ha
truyn thng, bn cc mt hng nhu yu phm, mt t hng ng lnh v tri cy
ti.
Gi thp l li th chnh ca hnh thc ny. Nhiu siu th mini c v tr rt thun li
trong cc khu dn c.
Hu ht cc chui siu th mini s hu tin nghi phn phi ring, thng mua hng
tp trung t cc NPP/nh nhp khu v a hng v tng kho hoc trc tip n
cc ca hng.
Nm 2008, Indomaret v Alfamart l 2 thng hiu chim 84% th phn ca phn
khc bn l ny.
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
S thnh cng ca mini-markets
S ph bin ca cc hnh thc bn l truyn thng
(warung, toko tradisional, traditional market) bin
ngi dn Indonesia thnh nhng shopper thng
xuyn.
Trung bnh mt h gia nh thnh th i mua sm
cc sn phm tiu dng nhanh (FMCG) 425 ln/nm.
Nguyn nhn: gi tt, v tr thun li, d gp khi cn.
Khng qu cao cp, khng qu bnh dn.
Khch hng mc tiu: tng lp trung lu ang tng
ln.
Ngun:Kantar WorldPanel, Spotlight on Indonesia, thng 7/2013
Knh truyn thng
Knh phn phi truyn thng vn chim u th trong ngnh hng
thc phm, vi quy trnh phn phi di v phc tp.
Sn phm nhp khu n vi th trng qua knh ny rt hn ch,
ch yu l tri cy (to, cam, nho, qut, l) v ph phm ca b
(u, ui, ni tng)
Knh truyn thng
Knh phn phi truyn thng vn chim u th trong ngnh hng
thc phm, vi quy trnh phn phi di v phc tp.
Sn phm nhp khu n vi th trng qua knh ny rt hn ch,
ch yu l tri cy (to, cam, nho, qut, l) v ph phm ca b
(u, ui, ni tng)
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
Chin lc thm nhp
Cch tt nht l thng qua i l. Nhn chung, lng hng nhp khu ban u bao
gi cng nh. V th, phi cn c i l tng ph cng nh tin hnh cc hot
ng marketing, tc ng vo s nhn bit ca NTD i vi sn phm mi (case
ca Bch Chi).
i vi cc sn phm cao cp, nn bn trc tip cho siu th hoc ch nh siu th
lm NPP c quyn.
Quan trng nht l trc tip n gp g vi cc i l tim nng v NPP ch cht ti
Indonesia hiu thm v th trng trc khi xut hng.
Cch tt nht l thng qua i l. Nhn chung, lng hng nhp khu ban u bao
gi cng nh. V th, phi cn c i l tng ph cng nh tin hnh cc hot
ng marketing, tc ng vo s nhn bit ca NTD i vi sn phm mi (case
ca Bch Chi).
i vi cc sn phm cao cp, nn bn trc tip cho siu th hoc ch nh siu th
lm NPP c quyn.
Quan trng nht l trc tip n gp g vi cc i l tim nng v NPP ch cht ti
Indonesia hiu thm v th trng trc khi xut hng.
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
y l thi im thch hp thm nhp th trng Indonesia v khu vc bn l ang tng
trng rt nhanh. Ngi tiu dng Indonesia ang c nhu cu cao vi nhiu mt hng khc
nhau, trong khi u kin th trng cng thun li cho vic xy dng th hiu.
Tuy nhin, doanh nghip cn c ci nhn thc t v quy m ca th trng, cng nh cc thch
thc hin ti i vi vic tip cn th trng. Vi nhng nh xut khu c kh nng linh hot v
c cam kt lu di cho vic pht trin th trng, Indonesia l mt t nc c tim nng rt ln.
Mt s li khuyn khc khi bn hng vo Indonesia
Rt cn u t cho vic qung b sn phm, nht l sn phm mi, to s nhn bit i vi
NTD. Sampling c bit c hiu qu ti Indonesia.
Cn phi hp cht ch vi NPP, cung cp thng tin v t chc hun luyn tht k v sn phm,
cch s dng v bo qun sn phm m bo cht lng v uy tn ca thng hiu.
Gi c phi cnh tranh, nu nhm vo phn khc bnh dn
Cn phi chun b tm l vi cc n hng nh, phi linh hot vi mc t hng ti thiu.
Cung cp nhiu s la chn cho NTD.
Cc sn phm c tui th ti thiu 9 thng s t gp trc trc vi hi quan.
y l thi im thch hp thm nhp th trng Indonesia v khu vc bn l ang tng
trng rt nhanh. Ngi tiu dng Indonesia ang c nhu cu cao vi nhiu mt hng khc
nhau, trong khi u kin th trng cng thun li cho vic xy dng th hiu.
Tuy nhin, doanh nghip cn c ci nhn thc t v quy m ca th trng, cng nh cc thch
thc hin ti i vi vic tip cn th trng. Vi nhng nh xut khu c kh nng linh hot v
c cam kt lu di cho vic pht trin th trng, Indonesia l mt t nc c tim nng rt ln.
Mt s li khuyn khc khi bn hng vo Indonesia
Rt cn u t cho vic qung b sn phm, nht l sn phm mi, to s nhn bit i vi
NTD. Sampling c bit c hiu qu ti Indonesia.
Cn phi hp cht ch vi NPP, cung cp thng tin v t chc hun luyn tht k v sn phm,
cch s dng v bo qun sn phm m bo cht lng v uy tn ca thng hiu.
Gi c phi cnh tranh, nu nhm vo phn khc bnh dn
Cn phi chun b tm l vi cc n hng nh, phi linh hot vi mc t hng ti thiu.
Cung cp nhiu s la chn cho NTD.
Cc sn phm c tui th ti thiu 9 thng s t gp trc trc vi hi quan.
Ngun: Indonesia Retail Food Sector, GAIN Report July 2010, USDA Foreign Agriculture Service
Kho st th trng Indonesia
Thng tin thc t
Kho st th trng Indonesia
Ban t chc: Hi Doanh nghip Hng Vit Nam cht lng cao,
Trung tm Nghin cu kinh doanh v H tr doanh nghip BSA.
Chuyn kho st ko di t ngy 27 n 31 thng 8 nm 2013,
nhn dp Hi ch thc phm quc t Interfood Jakarta 2013.
Thnh phn on kho st gm cc n v: SGFoods, Nutifood,
Vinamit, Ch hoa Nm Thy, Bch Chi, Trung tm H tr hi nhp
WTO TP.HCM, Bo Si Gn Tip Th, Cng ty iu tra th trng
Trng on, BSA.
Cc hot ng: Tham d Hi ch Interfood Jakarta 2013; Kt ni
i din thng mi Vit Nam v doanh nghip Indonesia; Kho st
knh phn phi hin i v truyn thng ti Jakarta
Ban t chc: Hi Doanh nghip Hng Vit Nam cht lng cao,
Trung tm Nghin cu kinh doanh v H tr doanh nghip BSA.
Chuyn kho st ko di t ngy 27 n 31 thng 8 nm 2013,
nhn dp Hi ch thc phm quc t Interfood Jakarta 2013.
Thnh phn on kho st gm cc n v: SGFoods, Nutifood,
Vinamit, Ch hoa Nm Thy, Bch Chi, Trung tm H tr hi nhp
WTO TP.HCM, Bo Si Gn Tip Th, Cng ty iu tra th trng
Trng on, BSA.
Cc hot ng: Tham d Hi ch Interfood Jakarta 2013; Kt ni
i din thng mi Vit Nam v doanh nghip Indonesia; Kho st
knh phn phi hin i v truyn thng ti Jakarta
Hi ch Interfood
Hi ch thc phm quc t ln th 13 (28-31/8/2013)
Hn 500 doanh nghip tham gia, n t 20 quc gia
Cc nhm sn phm v dch v chnh: (1) thc phm v cc sn phm
c lin quan (nguyn ph liu); (2) my mc thit b v cng ngh phc
v cho ngnh ch bin thc phm, (3) cc dch v lin quan n ngnh
thc phm (bn l, thit k v sn xut bao b, marketing). c bit
trong hi ch c kh nhiu doanh nghip sn xut my mc ca
Indonesia (my lm bnh, my lm m si).
Cc hot ng hi khc: thi nu n, thi lm chocolate, thi pha ch
cocktails, cc lp dy nu n. Ngoi ra, mi gian hng u c hot
ng ring thu ht khch hng, ch yu l sampling, demo cch
ch bin sn phm, dy cch ch bin sn phm, t chc cc cuc thi
ch bin sn phm ngay ti gian hng.
Hi ch thc phm quc t ln th 13 (28-31/8/2013)
Hn 500 doanh nghip tham gia, n t 20 quc gia
Cc nhm sn phm v dch v chnh: (1) thc phm v cc sn phm
c lin quan (nguyn ph liu); (2) my mc thit b v cng ngh phc
v cho ngnh ch bin thc phm, (3) cc dch v lin quan n ngnh
thc phm (bn l, thit k v sn xut bao b, marketing). c bit
trong hi ch c kh nhiu doanh nghip sn xut my mc ca
Indonesia (my lm bnh, my lm m si).
Cc hot ng hi khc: thi nu n, thi lm chocolate, thi pha ch
cocktails, cc lp dy nu n. Ngoi ra, mi gian hng u c hot
ng ring thu ht khch hng, ch yu l sampling, demo cch
ch bin sn phm, dy cch ch bin sn phm, t chc cc cuc thi
ch bin sn phm ngay ti gian hng.
Hi ch Interfood
Cc quc gia tp trung nhiu doanh nghip: Trung Quc, Thi
Lan, Nht Bn, Hn Quc, Malaysia
Vit Nam: Bch Chi, Tn Nht Hng
c im cc gian hng ca nc bn:
Thi Lan: 9 doanh nghip thu chung 3 gian hng ni lin nhau, vi s h tr
ca C quan Khuyn cng Thi Lan (Department of Industrial Promotion). Mi
doanh nghip c din tch trng by n gin, phn ln khng gian dnh
kt ni vi cc i tc c nhu cu. Thng xuyn c ngi ca doanh nghip
trc tip khch. Cc hot ng sampling cng khng ni bt lm. Cc sn
phm ca Thi Lan u l sn phm qua ch bin, khng bn sn phm
th, c th gm: du n, bao b thc phm, c ph, sn phm ty ra, m
phm, gia v ch bin sn. Ngoi cm gian hng ny, Thi Lan cn c mt gian
qung b cho hi ch thc phm quc t Thaifex sp ti, sampling 2 dng sn
phm m n lin v rong bin, rt thu ht khch tham quan.
Trung Quc: Nhiu gian hng nhng khng c chng trnh qung b chung.
Cc gian kh vng khch lui ti. Cc sn phm chnh: rau c qu ti, rau c
qu y kh, gia v, ng cc, my ch bin rau c. C th thy mc phong
ph ca cc sn phm t nguyn liu th ca Trung Quc (vd, t t h cho ra
rt nhiu cc sn phm khc nhau nh bt t, tng, t kh)
Nht Bn v Hn Quc u dng khu vc chung rt honh trng, qung b
cho nhiu sn phm ca cc doanh nghip. c bit, c m hnh siu th
chuyn phn phi thc phm ca Hn Quc cng tham gia trin lm, gii thiu
nhiu thng hiu khc nhau, mi thng hiu mt ngn trng by ring bit .
Cc quc gia tp trung nhiu doanh nghip: Trung Quc, Thi
Lan, Nht Bn, Hn Quc, Malaysia
Vit Nam: Bch Chi, Tn Nht Hng
c im cc gian hng ca nc bn:
Thi Lan: 9 doanh nghip thu chung 3 gian hng ni lin nhau, vi s h tr
ca C quan Khuyn cng Thi Lan (Department of Industrial Promotion). Mi
doanh nghip c din tch trng by n gin, phn ln khng gian dnh
kt ni vi cc i tc c nhu cu. Thng xuyn c ngi ca doanh nghip
trc tip khch. Cc hot ng sampling cng khng ni bt lm. Cc sn
phm ca Thi Lan u l sn phm qua ch bin, khng bn sn phm
th, c th gm: du n, bao b thc phm, c ph, sn phm ty ra, m
phm, gia v ch bin sn. Ngoi cm gian hng ny, Thi Lan cn c mt gian
qung b cho hi ch thc phm quc t Thaifex sp ti, sampling 2 dng sn
phm m n lin v rong bin, rt thu ht khch tham quan.
Trung Quc: Nhiu gian hng nhng khng c chng trnh qung b chung.
Cc gian kh vng khch lui ti. Cc sn phm chnh: rau c qu ti, rau c
qu y kh, gia v, ng cc, my ch bin rau c. C th thy mc phong
ph ca cc sn phm t nguyn liu th ca Trung Quc (vd, t t h cho ra
rt nhiu cc sn phm khc nhau nh bt t, tng, t kh)
Nht Bn v Hn Quc u dng khu vc chung rt honh trng, qung b
cho nhiu sn phm ca cc doanh nghip. c bit, c m hnh siu th
chuyn phn phi thc phm ca Hn Quc cng tham gia trin lm, gii thiu
nhiu thng hiu khc nhau, mi thng hiu mt ngn trng by ring bit .
Hi ch Interfood
C 4 doanh nghip phn phi thc phm ln ca Indonesia tham gia trin lm.
Mi doanh nghip phn phi cho nhiu cng ty sn xut khc nhau (ni a v
quc t) vi s lng sn phm ln ti hng trm mt hng. Khi tham gia hi
ch, NPP s ku gi cc doanh nghip c hng c phn phi tham gia cng,
chia s chi ph v c ngi ca doanh nghip tham gia gii thiu v lm
sampling ngay ti quy. Hnh thc ny to khng kh rt si ng, cc hot ng
sampling phong ph, thu ht rt nhiu khch tham quan. y cng l cch cc
NPP ny gy s ch i vi cc cc DN c nhu cu phn phi hng ha hoc
mua sn phm. Nhiu H c k ngay ti hi ch. Mi NPP s c gu hng ha
khc nhau, hoc bnh dn hoc cao cp.
C 4 doanh nghip phn phi thc phm ln ca Indonesia tham gia trin lm.
Mi doanh nghip phn phi cho nhiu cng ty sn xut khc nhau (ni a v
quc t) vi s lng sn phm ln ti hng trm mt hng. Khi tham gia hi
ch, NPP s ku gi cc doanh nghip c hng c phn phi tham gia cng,
chia s chi ph v c ngi ca doanh nghip tham gia gii thiu v lm
sampling ngay ti quy. Hnh thc ny to khng kh rt si ng, cc hot ng
sampling phong ph, thu ht rt nhiu khch tham quan. y cng l cch cc
NPP ny gy s ch i vi cc cc DN c nhu cu phn phi hng ha hoc
mua sn phm. Nhiu H c k ngay ti hi ch. Mi NPP s c gu hng ha
khc nhau, hoc bnh dn hoc cao cp.
Mt s hnh nh
Cc doanh nghip
Vit Nam ang tm
hiu cc sn phm
v cng ngh mi
ti hi ch
Mt s hnh nh
Cc hot ng ca Bch Chi ti hi ch
Kt ni doanh nghip
a im: i s qun Vit Nam ti Jakarta, Indonesia
Thi gian: 14h-16h ngy 28/8/2013
Thnh phn tham d
i s Nguyn Xun Thy, Tham tn Nguyn Hng Quang, B
th th nht ph trch Thng mi Trng Xun Trung
on doanh nghip Vit Nam
i din Hip hi Gii ch Indonesia (APINDO): ng Gautam
Naraindas, Ban Quan h v u t quc t
i din Phng Thng mi v Cng nghip Indonesia
(KADIN): ng Juan Gondokusumo, Ch tch y ban Hp tc
Kinh t Indonesia Vietnam
Cc doanh nghip Indonesia: thc phm, bt, nhp khu, ngn
hng, u t mo him v u t ti chnh, hi sn kh v
ng lnh, vn ti, tin hc, mt s i din Hip hi (Hip hi c
ph, Hip hi nhp khu, Hip hi Thc phm v ung)
a im: i s qun Vit Nam ti Jakarta, Indonesia
Thi gian: 14h-16h ngy 28/8/2013
Thnh phn tham d
i s Nguyn Xun Thy, Tham tn Nguyn Hng Quang, B
th th nht ph trch Thng mi Trng Xun Trung
on doanh nghip Vit Nam
i din Hip hi Gii ch Indonesia (APINDO): ng Gautam
Naraindas, Ban Quan h v u t quc t
i din Phng Thng mi v Cng nghip Indonesia
(KADIN): ng Juan Gondokusumo, Ch tch y ban Hp tc
Kinh t Indonesia Vietnam
Cc doanh nghip Indonesia: thc phm, bt, nhp khu, ngn
hng, u t mo him v u t ti chnh, hi sn kh v
ng lnh, vn ti, tin hc, mt s i din Hip hi (Hip hi c
ph, Hip hi nhp khu, Hip hi Thc phm v ung)
Mt s hnh nh
Kho st knh phn phi
Trong 2 ngy 29 v 30/8/2013, on i kho st cc m hnh
bn l ti Jakarta: ch truyn thng, siu th mini, siu th, i siu
th, nh bn s, trung tm thng mi.
Qua chuyn kho st, mi doanh nghip u t tm thy cho mnh
nhng thng tin mi v sn phm v xu hng tiu dng trong
ngnh hng ca mnh.
Trong 2 ngy 29 v 30/8/2013, on i kho st cc m hnh
bn l ti Jakarta: ch truyn thng, siu th mini, siu th, i siu
th, nh bn s, trung tm thng mi.
Qua chuyn kho st, mi doanh nghip u t tm thy cho mnh
nhng thng tin mi v sn phm v xu hng tiu dng trong
ngnh hng ca mnh.
Mt s hnh nh
Kho st ch
truyn thng ti
Jakarta
Mt s hnh nh
Siu th mini Alfamart
Mt s hnh nh
Trung tm bn s
ManngaDua Square
Mt s hnh nh
Siu th Jogya
Mt s hnh nh
Cc doanh nghip
kho st
sn phm
Mt s hnh nh
Cc doanh nghip
trao i cng
chuyn gia
th trng
Mohamach Addula
Mt s nhn nh v th trng
Indonesia t cuc kho st
Th trng m t rt lu, nn hin nay chng loi hng ha rt
a dng vi nhng tay chi ln.
Knh MT pht trin t 15-20 nm nay, hin chim 50% h thng
phn phi Jakarta. Cnh tranh gia cc DN din ra gay gt
trong knh MT, hu nh khng cn s dng cch tip cn qua
salesmen m nh vo truyn thng trn din rng tc ng
vo tm l NTD.
Knh MT chia 3 cp r rt: bnh dn, trung lu, cao cp. Hnh
thc MT phong ph: minimarket, supermarket, hypermarket,
shopping mall. Trong minimarket l knh pht trin rt mnh,
gi c thm ch cn r hn ngoi ch. i ti u cng d dng
tm thy minimarket Jakarta. Mt s thng hiu minimarket
mnh ca Indonesia: Indomaret, Alfamart. Ngoi ra cng c s
tham gia ca cc chui nh Family Mart, Seven Eleven
Th trng m t rt lu, nn hin nay chng loi hng ha rt
a dng vi nhng tay chi ln.
Knh MT pht trin t 15-20 nm nay, hin chim 50% h thng
phn phi Jakarta. Cnh tranh gia cc DN din ra gay gt
trong knh MT, hu nh khng cn s dng cch tip cn qua
salesmen m nh vo truyn thng trn din rng tc ng
vo tm l NTD.
Knh MT chia 3 cp r rt: bnh dn, trung lu, cao cp. Hnh
thc MT phong ph: minimarket, supermarket, hypermarket,
shopping mall. Trong minimarket l knh pht trin rt mnh,
gi c thm ch cn r hn ngoi ch. i ti u cng d dng
tm thy minimarket Jakarta. Mt s thng hiu minimarket
mnh ca Indonesia: Indomaret, Alfamart. Ngoi ra cng c s
tham gia ca cc chui nh Family Mart, Seven Eleven
Cc sn phm sa, c ph v ha m phm u c dng sachets,
nhiu hn Vit Nam, iu ny cng phn no phn nh mc thu
nhp hin thi ca ngi dn Indo. Nhng ngi ngho thng
s mua mi ln 1 vi sachets, khi no dng ht mi mua tip.
mt hng ha m phm th dng refill (bao b mm, c th ct
np ri rt vo chai) ph bin hn VN rt nhiu. y cng l mt
yu t gip ngi tiu dng Indo c th ti s dng chai, bnh c
v tit kim chi ph.
i vi sn phm thc phm, c chng ch Halal s tip cn c
ton b th trng. Tuy nhin, doanh nghip cng c th xin
nhng chng ch khc cng do c quan chc nng ca Indonesia
cp (BPOM - The Food and Drug Supervising Agency) nhp
khu vo Indonesia (th tc t phc tp hn), tuy nhin vi nhng
loi chng ch ny th ch c th tip cn 60% th trng.
Mt s nhn nh v th trng
Indonesia t cuc kho st (tt)
Cc sn phm sa, c ph v ha m phm u c dng sachets,
nhiu hn Vit Nam, iu ny cng phn no phn nh mc thu
nhp hin thi ca ngi dn Indo. Nhng ngi ngho thng
s mua mi ln 1 vi sachets, khi no dng ht mi mua tip.
mt hng ha m phm th dng refill (bao b mm, c th ct
np ri rt vo chai) ph bin hn VN rt nhiu. y cng l mt
yu t gip ngi tiu dng Indo c th ti s dng chai, bnh c
v tit kim chi ph.
i vi sn phm thc phm, c chng ch Halal s tip cn c
ton b th trng. Tuy nhin, doanh nghip cng c th xin
nhng chng ch khc cng do c quan chc nng ca Indonesia
cp (BPOM - The Food and Drug Supervising Agency) nhp
khu vo Indonesia (th tc t phc tp hn), tuy nhin vi nhng
loi chng ch ny th ch c th tip cn 60% th trng.
Rt kh trc tip a hng vo knh MT, v cc dng sn phm hin nay
u c ng dy ring. Ngoi ra, do chng loi sn phm qu phong ph,
cc big boys trong ngnh bn l rt t khi chu tip xc vi cc doanh nghip
hon ton mi.
V th, cch tt nht i vo th trng ny l thng qua cc NPP ca
Indonesia (vn thng thuc th tc v c sn giy php nhp khu, xin GP
mt 6 thng), t len dn vo cc siu th ti Indonesia.
Cc sn phm Vit Nam mun i vo Indonesia phi m bo c tnh c
o, c bn sc ring (Vietnam corner trong cc siu th).
Ngoi ra, cn to th hiu cho ngi tiu dng v dy cho h lm quen vi
cch s dng cc sn phm t Vit Nam thng qua chui cc hot ng tip
th ti cc h thng siu th khc nhau.
Tn hiu phng v cho doanh nghip Vit Nam ngay trn sn nh: tnh t thi
im ny, doanh nghip Vit Nam cn khong 5 nm tp trung xy dng
HTPP ring ca mnh tht tt, trc khi knh MT ti VN pht trin mnh theo
hin nay. Khi , vi thi quen v kinh nghim thm nhp bng knh MT,
cc doanh nghip Indo s trn t vo Vit Nam.
Mt s nhn nh v th trng
Indonesia t cuc kho st (tt)
Rt kh trc tip a hng vo knh MT, v cc dng sn phm hin nay
u c ng dy ring. Ngoi ra, do chng loi sn phm qu phong ph,
cc big boys trong ngnh bn l rt t khi chu tip xc vi cc doanh nghip
hon ton mi.
V th, cch tt nht i vo th trng ny l thng qua cc NPP ca
Indonesia (vn thng thuc th tc v c sn giy php nhp khu, xin GP
mt 6 thng), t len dn vo cc siu th ti Indonesia.
Cc sn phm Vit Nam mun i vo Indonesia phi m bo c tnh c
o, c bn sc ring (Vietnam corner trong cc siu th).
Ngoi ra, cn to th hiu cho ngi tiu dng v dy cho h lm quen vi
cch s dng cc sn phm t Vit Nam thng qua chui cc hot ng tip
th ti cc h thng siu th khc nhau.
Tn hiu phng v cho doanh nghip Vit Nam ngay trn sn nh: tnh t thi
im ny, doanh nghip Vit Nam cn khong 5 nm tp trung xy dng
HTPP ring ca mnh tht tt, trc khi knh MT ti VN pht trin mnh theo
hin nay. Khi , vi thi quen v kinh nghim thm nhp bng knh MT,
cc doanh nghip Indo s trn t vo Vit Nam.
Cm n qu v
quan tm theo di!
Cm n qu v
quan tm theo di!