출처: B&Company

B&Company의 분석에 따르면 베트남 스마트홈 시장은 급속한 성장세를 보이고 있으며, 성장 잠재력 또한 매우 큽니다. 2024년 시장 규모는 3억 5천만 달러 이상으로 추산되며, 2028년에는 5억 달러를 넘어설 것으로 예상되며, 연평균 두 자릿수 성장률을 기록할 것으로 전망됩니다.

추세 측면에서 우리는 세 가지 주요 특징을 관찰할 수 있습니다.

– 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.

질문 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?

답변:

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.

Statista의 통계에 따르면 베트남에서 스마트 홈 기기를 사용하는 가구 비율은 현재 약 151,000가구에 불과하지만, 향후 3~4년 내에 25,000~261,000가구에 이를 것으로 예상됩니다.

루미(Lumi)와 FPT 스마트홈(FPT Smart Home)처럼 가정용 제품과 솔루션을 제공하는 현지 브랜드 외에도, 베트남에서는 VNPT, 모비폰(MobiFone), 비엣텔(Viettel)과 같은 통신 사업자들이 스마트홈을 광대역 인터넷 및 TV 서비스와 결합한 서비스 상품으로 제공하여 중산층을 포함한 가정 고객을 대상으로 서비스를 확대하고 있습니다. 이는 스마트홈이 고소득층만의 트렌드가 아니라 더 넓은 고객층으로 확산되고 있음을 보여줍니다.

하지만 이 시장에서 진정으로 성공하려면 기업은 중산층 소비자의 행동 양식, 지불 의향, 그리고 중간 가격대의 아파트 거주자부터 타운하우스 거주자에 이르기까지 다양한 중산층 집단별 구체적인 진입 장벽을 명확히 이해해야 합니다. 바로 이러한 이유로 시장 조사는 기업이 효과적인 시장 진출 전략을 수립하는 데 매우 중요한 역할을 합니다.

질문 3: 베트남에서 스마트홈이 중산층 고객층을 확대하는 데 도움이 되는 핵심 요인은 무엇일까요?

답변:

B&Company는 세 가지 핵심 요소를 제시합니다.

– 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.

질문 4: 비용 외에 베트남 가정에서 스마트홈이 더 널리 보급되는 것을 막는 가장 큰 장벽은 무엇일까요?

답변:

B&Company가 실시한 고객 인사이트 조사에 따르면 다음과 같은 몇 가지 주요 장벽이 확인되었습니다.

– 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.

이러한 요인들로 인해 많은 중산층 소비자들은 더 큰 투자를 하기 전에 "관망하고 기다리자"는 마음가짐을 유지하게 됩니다.

질문 5: 베트남에서 스마트홈이 주류로 자리 잡기 위해서는 어떤 추가적인 조건이 필요하다고 생각하십니까?

답변:

스마트홈이 대중적인 선택지가 되려면 몇 가지 조건이 충족되어야 한다고 B&Company는 생각합니다.

– 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.

실제로, 시장 조사와 진출 전략에 진지하게 투자하는 기업, 특히 외국 브랜드는 베트남 시장에 적합한 제품 개발, 가격 책정 및 유통 채널 선택에서 훨씬 더 큰 이점을 갖는 경우가 많습니다.

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