然而，Temu的快速崛起并未持续太久。2025年初，越南主管部门因该平台未遵守有关外国企业登记的政府规定，暂停了其运营[5]. 。这一事件凸显出，在越南运营的外国数字企业正面临日益严格的监管审查，政府也在采取措施保护本地企业并确保公平竞争。.

尽管面临监管障碍，中国电子商务平台预计仍将继续投资越南，并将其视为东南亚数字经济中的关键增长市场。.

总而言之，尽管多家中国电子商务平台已通过跨境服务和本地化界面努力触达越南消费者，但目前尚无一家在越南国内市场正式运营或建立合法经营实体。.

电动汽车

在汽车行业，中国电动汽车（EV）制造商也在加强其在越南的布局，其中BYD走在前列。该公司已制定雄心勃勃的计划，初期将开设13家经销店，并计划到2026年将其扩展至约100个直营网点[6]. 这一激进的扩张战略表明，BYD致力于开拓越南新兴的电动汽车市场，而该市场正得到政府推动绿色交通政策的支持。.

Announced selling prices of BYD electric car models in the Vietnamese market

BYD正式向越南消费者推出三款车型，其中包括Atto 3，这是一款紧凑型跨界车，已在其他国际市场取得成功。公司计划到2025年10月将产品阵容扩展至六款车型，在不同价格区间提供更多选择，以吸引更广泛的客户群体[7]. 该公司的快速扩张反映了更广泛的趋势：随着消费者对可持续汽车的兴趣日益浓厚，加之有利的监管支持，越南正成为越来越具吸引力的电动汽车投资目的地。.

除BYD外，Wuling、Chery和MG（现归中国企业所有）等其他中国汽车制造商也已进入越南市场或表现出兴趣，不过其市场存在感仍相对有限。例如，Wuling已与当地企业合作组装Wuling HongGuang Mini EV等微型电动汽车，以具有竞争力的价格瞄准城市通勤者。Chery已宣布计划在太平省建设一座投资额为$800 million的电动汽车制造工厂，目标是在2026年前生产OMODA和JAECOO等车型[8]. MG正在探索在越南开发汽车制造与组装工厂，并计划于2024年底前组建研发团队[9].

推动扩张的因素

多项因素促成了中国零售品牌在越南的成功渗透。其中一项主要优势是具有竞争力的价格和多样化的产品；中国产品的价格通常低于本地替代品。例如，在胡志明市Tan Binh和An Dong等传统市场，中国服装产品的价格通常比越南产品低5–25%[10], ，因此对贸易商和消费者都极具吸引力。此外，中国企业受益于覆盖从原材料到分销各个环节的高效供应链，使其能够在保持低成本的同时快速应对市场变化[11]. 。另一个重要因素是其强大的研发（R&D）能力[12], ，这使中国品牌能够迅速推出符合市场趋势的新产品，从而相较于许多创新资源更为有限的本地竞争者形成明显优势。最后，中国品牌善于运用数字平台和社交媒体，许多越南小型贸易商通过TikTok等渠道转售其产品，以触达年轻受众并提升品牌曝光度。.

Chinese cakes on display at a store in Thu Duc City, a district-level unit in Ho Chi Minh City

地理邻近性也发挥着关键作用：越南与中国拥有漫长的陆地边界，这大幅缩短了运输时间并降低了运输成本。与此同时，越南北部对物流枢纽和基础设施的投资不断增加，进一步提升了跨境贸易效率。例如，越南已批准一项雄心勃勃的项目，计划修建一条全长390公里的新铁路，连接海防港、首都河内以及与中国接壤的重要边境口岸老街。该项目预计耗资超过$8 billion，旨在实现越南铁路基础设施现代化，并促进与北部邻国的贸易[13].

此外，东盟与中国自由贸易协定（FTAs）下的优惠关税降低了许多类别商品的进口税，使中国产品相较于其他国家的产品具备明显的价格优势。根据世界综合贸易解决方案（WITS）的数据，越南依据这些协定对来自中国的进口商品适用较低的关税税率，从而增强了中国产品在越南市场的竞争力[14].

推动扩张的挑战与监管应对

The rapid influx of Chinese retail brands into Vietnam has raised growing concerns among authorities, local businesses, and industry observers. One of the primary challenges is the impact on local enterprises, particularly in highly competitive sectors such as fashion, electronics, and fast-moving consumer goods. Chinese products, which often come at lower prices and with greater variety, have made it increasingly difficult for Vietnamese manufacturers and retailers to maintain their market share. Many small and medium-sized local businesses, already constrained by higher production costs and limited access to advanced supply chains, are struggling to keep pace with the aggressive pricing strategies and constant product innovation offered by Chinese brands[15]. This situation risks eroding the competitiveness of domestic industries and could, over time, lead to reduced diversity in the market if local players are squeezed out.

In response to these challenges, the Vietnamese government has moved to implement regulatory measures aimed at maintaining a level playing field. Authorities have increased scrutiny over foreign e-commerce platforms, requiring companies like Temu and Shein to officially register with the government or face suspension of their operations[16]. These steps are intended not only to ensure compliance with Vietnamese laws but also to protect local businesses from unfair competition and prevent the dominance of unregulated foreign entities. Additionally, regulators are paying closer attention to issues such as tax compliance[17], consumer protection[18], and the transparency of cross-border transactions. Such actions reflect a broader strategy by Vietnam to carefully manage foreign investment, promoting healthy competition while safeguarding the interests of its domestic economy and ensuring long-term sustainable growth.

未来展望

Vietnam’s retail market is set for robust growth, with a projected CAGR of over 12% through 2029, expanding from $142 billion to $350 billion by 2025. In this environment, Chinese retail brands will continue to expand aggressively, leveraging strengths in competitive pricing, efficient supply chains, and digital marketing, particularly in low- and medium-cost goods like electronics, fashion, and household items. These products remain attractive to price-sensitive Vietnamese consumers.

Chinese brands are also focusing on higher-quality products in sectors like automobiles, home appliances, and technology, though they still face strong competition from established European, Japanese, and American brands. While Chinese products will maintain an edge in budget-friendly categories, it will take time for them to match the premium quality and reputation of global competitors.

Meanwhile, the Vietnamese government is actively working to enhance local product competitiveness and improve supply chain efficiency. These efforts will ensure a balanced, competitive market, fostering innovation and sustainable growth in the retail sector.

结论

The burgeoning presence of Chinese retail brands in Vietnam reflects broader regional economic shifts and the increasing interconnectedness of markets. While these brands bring benefits such as affordable products and increased consumer choices, they also present challenges for local businesses. Navigating this complex landscape will require strategic planning, regulatory foresight, and collaborative efforts between the government and domestic enterprises to ensure sustainable and inclusive growth in Vietnam’s retail sector.

[1] https://www.vietdata.vn/post/vietnam-bubble-tea-market-2023-fierce-competition-among-brands?srsltid=AfmBOopxMyaZ747FG1fKe9-c5YE5kBE34-fAdnCeJtCSt1KJkW1rdcTl

[2] https://vir.com.vn/vietnams-fb-market-exciting-for-expanding-chinese-chains-113688.html

[3] https://en.vietnamplus.vn/foreign-e-commerce-platforms-expand-market-in-vietnam-post300967.vnp

[4] https://vietnamnet.vn/en/temu-s-super-low-prices-prompt-concern-as-e-commerce-giant-enters-vietnam-2334934.html

[5] https://vneconomy.vn/e-commerce-platform-temu-suspends-operation-in-vietnam.htm

[6] https://vir.com.vn/byd-targets-openning-100-dealerships-in-vietnam-within-next-three-years-112817.html

[7] https://www.reuters.com/business/autos-transportation/byd-introduce-three-more-car-models-vietnam-market-2024-07-18/

[8] https://www.reuters.com/business/autos-transportation/chinas-chery-set-up-800-mln-automobile-factory-vietnam-2024-04-04/

[9] https://emidas-magazine.com/en/news/20062024-2744

[10] https://news.tuoitre.vn/vietnamese-traders-prefer-low-cost-chinese-goods-to-locally-made-products-10382600.htm

[11] https://www.vietnam-briefing.com/news/vietnam-versus-china-manufacturing-cost-quality-infrastructure-comparison.html/

[12] https://www.mckinsey.com/capabilities/operations/our-insights/chinas-digital-r-and-d-imperative

[13] https://vir.com.vn/national-assembly-discusses-lao-cai-hanoi-haiphong-railway-project-122811.html

[14] https://www.vietnam-briefing.com/news/vietnam-reduces-mfn-tariffs-strategic-imports-decree-73.html

[15] https://news.tuoitre.vn/vietnamese-manufacturers-struggle-for-survival-amid-price-pressure-from-chinese-e-commerce-platforms-insider-10382550.htm

[16] https://en.vietnamplus.vn/temu-shein-must-complete-business-registration-by-month-end-post303801.vnp

[17] https://www.aseanbriefing.com/news/vietnams-new-e-commerce-tax-decree-what-digital-platforms-need-to-know/

[18] https://english.luatvietnam.vn/legal-news/building-trust-in-the-digital-marketplace-consumer-protection-laws-for-e-commerce-in-vietnam-4729-99750-article.html

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