现代贸易引领越南零售市场

引领越南零售市场的现代贸易

112 月2025

B&Company

零售与分销

B&Company是自2008年以来第一家专注于越南市场研究和投资咨询的日本公司。.

在本“越南简报”栏目中，B&Company 的青年研究人员将及时提供有关越南工业趋势、消费趋势和社会运动的信息。.

本文使用英语撰写，其它语言版本使用自动翻译。请参考英文版以获得准确内容。尽管我们努力确保原始信息的准确性，但请分别检查每条信息。对信息的解释与未来展望是每位研究者的个人观点。.

越南现代贸易行业近年来发展迅速，主要得益于消费者收入增长和购物行为变化。随着对健康和安全产品需求的增加，消费者正逐步从传统贸易转向现代贸易。此外，郊区和农村地区尚未开发的潜力，也为希望进入现代贸易行业的投资者提供了宝贵机遇。.

越南现代贸易收入在2024年达到570亿美元

Modern trade in Vietnam has grown at a CAGR of 5% from 2020 to 2024, reaching 57 billion USD. Over the course of half a decade, Vietnam has been gradually shifting from a traditional market model to e-commerce and modern retail formats. Compared to 2020, the share of traditional markets in total retail revenue has decreased from 73% to 61%. In contrast, modern trade has increased from 22% to 29%, while e-commerce has grown from 5% to 10%[1].

Vietnam’s retail market revenue from 2020 to 2024 by type

来源： 西米戈

现代贸易门店数量持续增长 [2]

From 2020 to 2024, the number of modern trade stores in Vietnam experienced a rapid surge, growing by over 200%—more than doubling compared to 2020—to reach 16,286 stores by the end of 2024. Convenience stores and mini-supermarkets continue to dominate the store network, accounting for over 45% of the total. Following closely are drugstores, electronics chains, and IT device chains, each making up around 20%. Due to high investment costs and operational expenses, the number of shopping malls and supermarkets remains limited, representing only 3% of the total market[3].

Number of modern trade stores from 2020 to 2024

来源： Q&Me research

Modern trade stores in Vietnam are primarily concentrated in major cities such as Hanoi and Ho Chi Minh City, which together account for around 30% of all stores. However, there is a growing trend of expansion into surrounding areas. For instance, Co.op Food opened 21 new stores in the southern region, while Winmart+ expanded by nearly 195 stores nationwide. The supermarket sector has also experienced rapid expansion, driven by the growth of Winmart and Big C/Go!. Both brands now have a presence in most provinces across Vietnam, with each operating over 100 stores

On the other hand, the pharmaceutical, electronics, and IT segments have undergone notable structural shifts. By the end of 2024, the number of drugstores increased by 20% year-over-year, reaching 3,242 stores, largely driven by Long Châu’s aggressive expansion. In contrast, electronics chains have faced a downturn, with major brands like Dien May Xanh and Nguyen Kim closing 94 and 12 stores, respectively[4]. Similarly, the IT devices sector saw a 15% decline, impacted by the closure of more than 200 stores from FPT and The Gioi Di Dong

The closure of some electronics chains

来源： 金融与货币市场回顾

现代贸易市场的主要参与者

随着越南零售市场向现代贸易转型，众多不同类型的参与者相继出现，共同塑造了行业格局。从Vingroup等成熟本土零售商，到Lotte、Aeon和Central Retail等全球企业，这些关键参与者正推动该行业的竞争、创新与增长。.

Some Major Players in Vietnam’s Retail Market

来源：B&Company

购物中心等大型现代化门店通常在河内、胡志明市和岘港等人口密度高、消费需求强且购买力充足的大城市发展。而连锁店、便利店等较小型零售业态由于开设和运营成本更低，正不断向各省扩张。这种广泛布局使其能够获取更大的市场份额，并增强与行业其他投资者的竞争力。.

现代贸易的机遇与挑战

Modern trade in Vietnam is expected to grow significantly over the next five years, with a projected CAGR of approximately 6% from 2025 to 2030. This growth is primarily driven by several key factors: (1) In 2024, Vietnam’s average monthly wage reached nearly 315 USD[5], marking an 8% increase from 2023 and a 40% rise since 2020[6]. Additionally, the country’s middle class has expanded significantly, now accounting for 56% of Vietnamese households[7]. 。（2）消费者越来越倾向于健康、理性的生活方式，因此在支出上更加谨慎。主要支出类别包括食品杂货、服装和医疗保健等必需品。因此，消费者更加追求更高的产品质量和来源清晰的商品，传统贸易向现代贸易的转移趋势日益明显[8]. 。 (3) 尽管现代零售已高度集中于主要城市，但农村和郊区市场尽管潜力巨大，仍在很大程度上尚未开发。这些地区占越南人口的60%，为零售扩张提供了广阔的土地空间，且竞争相对较低[9].

然而，越南现代零售的发展仍面临若干挑战。首先，尽管消费者正逐步转向现代零售市场，传统市场仍占零售行业的60%以上。由于传统市场可实现快速便捷的购买且无需停车，消费习惯依然根深蒂固。其次，国内与国际参与者之间的激烈竞争进一步加剧。Aeon、Lotte 和 Central Retail Group 等全球零售巨头的进入，形成了高度竞争的环境，给本土和外资企业都带来了压力。最后，监管障碍构成了重大挑战，尤其是对外国投资者而言。越南的投资程序仍然复杂且耗时，导致从项目规划到落地实施均出现延误。此外，重叠且不一致的法规也给国内投资者带来困惑和困难[10]