Ao Dai Market Records Nearly VND42 Billion in Total Revenue from E-commerce Platforms

DNHN - According to Metric data, the top 10 ao dai brands with the highest revenue accounted for 10.98% of the total revenue in the market, while the remaining brands accounted for 89.02%.

According to the e-commerce data platform Metric, Vietnamese people spent nearly VND42 billion buying ao dai on four platforms, Shopee, Lazada, Tiki, and Sendo, in December 2023 alone.

Specifically, Metric recorded 224,200 products successfully delivered and ordered from 2,200 stores on e-commerce platforms. All aggregated data has been filtered for fake orders and gift products.

However, only 10,700 products generated sales, a decrease of 22% compared to the same period in 2022.

Looking deeper into the price segment, Metric said that the VND50,000-100,000 segment saw a slight increase in revenue compared to the same period last year. At this price point, the main products are pants worn with ao dai. Slightly more expensive, at VND100,000-200,000, is the price segment focused on the entire set of cheap ao dai.

VND200,000-500,000 is the price segment that brings in the highest revenue in the entire market, especially VND200,000-350,000. Although revenue decreased compared to last year's period, this is still the price segment users are most interested in for ao dai on e-commerce platforms.

“Sellers need to optimise their product supply and cost to have sustainable competition in the coming time, with the economic situation predicted to be difficult in 2024,” Metric advised.

Also according to Metric data, the top 10 ao dai brands with the highest revenue accounted for 10.98% of the total revenue in the market, while the remaining brands accounted for 89.02%. The three leading brands are YM Concept, Chaangmay, and LINN Design.

The trend of consumers buying Tet costumes on e-commerce platforms somewhat reflects the tightening of spending compared to previous years.

According to Metric, in the economic situation predicted to be difficult in 2024, sellers need to optimise their product supply and cost to have sustainable competition in the coming time.

In a recent 2023 summary report, Metric also said that more than 105,000 sellers on the four platforms Shopee, Lazada, Tiki, and Sendo left the market due to increasingly fierce competition. However, the market also saw the emergence of more than 95,000 new sellers on TikTok Shop.

The number of stores generating orders on all five platforms showed a slight decrease of more than 1% to 637,000 units.

Thu Hang