出典: B&Company

B&Companyの分析によると、ベトナムのスマートホーム市場は急成長期にありながら、依然として大きな成長余地を残しています。2024年の市場規模は3億5,000万米ドルを超えると推定され、2028年には5億米ドルを超え、2桁の年平均成長率（CAGR）で成長すると予想されています。

傾向としては、3 つの重要なポイントが見られます。

– First is the shift from standalone products to integrated ecosystems, especially in device groups such as central control, security, and energy management.

– Second is the increasingly important role of energy saving and safety, as consumers are paying more attention to electricity costs, fire prevention, and remote monitoring.

– Third, digital infrastructure, particularly 5G and IoT, is enabling smart home solutions to operate more stably, with faster response times, and to expand into more advanced applications such as energy management and smart security.

質問2: Some reports suggest the smart home market is starting to reach Vietnam’s middle-class customers. What is B&Company’s view on this?

回答:

In B&Company’s view, this observation is well-founded. According to the WTO, Vietnam’s middle class is expanding rapidly and is projected to account for around one-third of the population by 2026. As a result, growth momentum is no longer driven mainly by high-income consumers but is shifting toward the urban middle class—especially young households living in apartments and townhouses in Hanoi and Ho Chi Minh City. This group has stable income, is comfortable with technology, and is willing to pay for convenience, safety, and a better living experience.

Statistaの統計によると、ベトナムでスマートホームデバイスを使用している世帯の割合は現在約15%に過ぎませんが、今後3～4年以内に25～26%に近づく可能性があります。

家庭のニーズに合わせた製品やソリューションを提供するLumiやFPT Smart Homeといった現地ブランドに加え、ベトナムではVNPT、MobiFone、Viettelといった通信事業者が、ブロードバンドインターネットやテレビサービスとスマートホームをバンドルしたサービスモデルに組み込み、中流階級を含む家庭顧客へのサービス提供を進めています。これは、スマートホームが高所得層だけのトレンドではなく、より幅広い層に普及するために「民主化」されつつあることを示しています。

しかし、このセグメントで真に勝利を収めるには、中級マンション居住者からタウンハウス居住者まで、様々な中間層における消費者行動、支払意思額、そして具体的な障壁を明確に理解する必要があります。だからこそ、市場調査は企業が効果的な市場参入戦略を構築する上で非常に重要な役割を果たすのです。

質問3: ベトナムでスマートホームが中流階級の顧客基盤を拡大するのに役立っている主な要因は何ですか?

答え：

B&Company は 3 つの重要な要素を特定しています。

– First, prices have decreased significantly. Today, many basic smart home devices cost only a few hundred thousand VND to around VND 1 million, while a relatively complete solution package for a middle-class household is around VND 15–20 million, which is affordable for this segment. Competition between international and local brands has created more options at suitable price points.

– Second, devices are increasingly user-friendly and easier to install, no longer requiring complex technical customization. App-based control, voice control, and open ecosystems make it more convenient for users to adopt.

– Third, consumer perceptions have changed. Smart home is no longer viewed as “premium high-tech gadgets,” but as a practical solution to save electricity, increase safety, and optimize daily routines. After COVID-19, Vietnamese consumers have become more attentive to living space, home security, and energy saving. Being able to monitor the home remotely, control air conditioning to save electricity, or automate devices is no longer a luxury—it has become a real need. In addition, the development of internet infrastructure and 4G/5G, along with Vietnam’s high smartphone ownership rate, also creates favorable conditions for smart home deployment.

質問4: コスト以外に、ベトナムの家庭でスマートホームが広く普及するのを妨げている最大の障壁は何でしょうか?

答え：

B&Company が実施した顧客洞察調査に基づいて、いくつかの主要な障壁を特定しました。

– First is ecosystem fragmentation, which makes consumers worry about compatibility among devices from different brands. There are too many platforms and protocols in the market, leading consumers to ask: if they buy device A, will it connect with device B? And if a brand stops operating, will the device still function?

– Second is the reluctance to change the structure of the home (infrastructure barrier). Most Vietnamese people live in completed homes (older houses). A major psychological barrier is the assumption that installing smart home means breaking walls, rewiring, or changing the home’s structure. The complexity of deploying smart solutions on older infrastructure discourages many consumers from the outset.

– Third is concern about reliability and cybersecurity. Consumers worry about personal data being collected, cameras being hacked, or devices breaking with no clear place to repair them. Negative cybersecurity stories on social media further increase these concerns.

これらの要因により、多くの中流階級の消費者は、より深い投資を行う前に「観察して待つ」という考え方を維持することになります。

質問5: あなたの意見では、ベトナムでスマートホームが主流になるためには、どのような追加の条件が必要ですか?

答え：

B&Company は、スマート ホームを主流の選択肢にするには、いくつかの条件が揃う必要があると考えています。

– First is infrastructure and technology standards. For smart homes to become mainstream, easy connectivity and interoperability among devices from different brands are essential.

– Second is flexible solutions for existing housing. Integrating smart home into a newly built house is far easier than upgrading an occupied home (normal home/old house). However, most potential customers live in traditional homes. Therefore, to scale adoption, the market needs “non-invasive” installation solutions (e.g., wireless technology, devices that directly replace existing switches/outlets) that can convert a normal home into a smart home without breaking walls or changing the existing electrical infrastructure.

– Third, to become mainstream in Vietnam, the market must address consumer concerns about reliability and security thoroughly. This requires transparency in data collection and protection, commitments to comply with local regulations, and clear, easy-to-understand security standards. In parallel, building brand credibility, trustworthy endorsements, and transparent local warranty/maintenance systems will reduce the concern of “it breaks and I don’t know where to fix it.” When users feel their data is protected and devices are supported long-term, smart homes can be more widely accepted.

– Fourth is rigorous market research to better understand Vietnamese consumer behavior, willingness to pay, and psychological barriers to new technology. This is a point B&Company would like to emphasize—companies, especially international brands entering Vietnam, need to invest in deep research on local consumers. Every market has its own characteristics; what works in the US, Korea, or Japan may not necessarily fit Vietnam.

– For example, Vietnamese consumers care a lot about saving electricity, but they are also very practical—they want to see a concrete savings figure after one month of use. Also, Vietnamese households often live with grandparents, so the interface needs to be simple enough for older people to use.

– This, in turn, helps companies choose an appropriate business model—for example partnering with real estate developers or telecom operators, or selling through service bundles rather than selling devices alone.

実際には、市場調査と参入戦略に真剣に投資する企業、特に外国ブランドは、ベトナム市場に適した製品開発、価格設定、流通チャネルの選択において明確な優位性を持つことが多いことが分かっています。

* この記事の情報を引用する場合は、著作権を尊重するため、出典と元の記事へのリンクを明記してください。.