Online marketplaces are at their peak during the Tet holiday season.

Việt Nam•23/12/2024

Immediately after Black Friday, brands simultaneously launched dedicated sections for Tet (Lunar New Year) products on e-commerce platforms, competing to offer attractive promotions and gifts.

Even though the Gregorian New Year hasn't arrived yet, Lunar New Year products such as ao dai (traditional Vietnamese dress), yếm (traditional Vietnamese bodice), and other fashion accessories are already appearing on the market with great enthusiasm. The shopping atmosphere is vibrant online. online marketplace The market is buzzing with activity thanks to deep discounts, free shipping, and more...

Shop for Tet (Lunar New Year) early to find cheap and great deals.

Online marketplaces are offering many attractive deals as Tet (Lunar New Year) approaches - Photo: BE HIEU

Wanting to have stunning Tet (Lunar New Year) photos to show off on social media, Ngoc Trang (23 years old, residing in Go Vap District, Ho Chi Minh City) started planning her Tet shopping in mid-November. Besides buying ao dai (traditional Vietnamese dress), Ngoc Trang also invested in accessories such as headbands, earrings, and handbags... to look her best in photos.

Trang said that renting a traditional Vietnamese dress (áo dài) usually costs around 100,000 VND per time, but it has time limits and requires effort to return it. Instead, for just over 200,000 VND, she can own a trendy, modern áo dài. "If you're willing to hunt for bargains during live streams or sales events like 12-12, the price can be even cheaper," Trang shared.

Ngoc Trang is not alone; according to a report by market data analysis company Metric, in recent years, ao dai (Vietnamese traditional dress) priced between 200,000 and 350,000 VND have been the most popular segment among Vietnamese consumers.

In the nine weeks leading up to the 2024 Lunar New Year, sales of ao dai (traditional Vietnamese dresses) on Shopee reached 213 billion VND, a 242% increase compared to the same period in 2023. Sales volume reached 924,000 products, a 269% increase. The period from 2-4 weeks before Tet is considered the golden time to buy ao dai.

Besides fashion, beauty products such as skincare and hair care products are also being sought after early by young people to "refresh" their appearance for Tet (Lunar New Year). Nguyen Thi Lan (24 years old, District 3) said that during the 12-12 sale, she snagged many cosmetic items at bargain prices through a livestream by a famous KOL. "I'm very happy to have bought a jar of hair mask to reduce hair breakage for only 183,000 VND, while the original price was 430,000 VND," Lan shared.

According to Lan, shopping through e-commerce platforms not only saves money but also comes with many attractive gifts. For example, buying skincare products often comes with a free sample in a compact size, convenient for taking home or on Tet holiday trips .

Focus on after-sales service and quality to remain competitive.

Capitalizing on the trend of early Tet (Lunar New Year) shopping, many fashion brands have quickly launched products with a festive theme. Ms. Ngo Luong Thao Nguyen, representative of Mieu Fashion, shared that the brand introduced its Tet collection during Black Friday and actively promoted it through platforms such as TikTok, Shopee, and Facebook to reach customers.

Similarly, Mr. Bui Huu Nghia, founder of Vicolas – a brand specializing in e-commerce – said the company has launched a Tet (Lunar New Year) fashion collection with products such as modernized ao dai (traditional Vietnamese dress), skirts, and trousers. Prices range from 400,000 to 500,000 VND per set, targeting the mid-range segment. Mr. Nghia predicts the peak shopping season will take place from January 2025, particularly active from January 3rd to 15th.

Facing fierce competition from cheap ao dai (traditional Vietnamese dresses) on e-commerce platforms, Vicolas focuses on improving product and service quality, while also implementing promotional programs such as buy 2 get 1 free, fixed prices, and 50% discounts. Excellent after-sales service is also a prominent competitive advantage of the brand.

Mr. Ngo Van Hung, representative of the V-sixtyfour brand, said that to celebrate the Lunar New Year 2025, the brand will launch a collection of 30 new products. The highlight will be a new ao dai (traditional Vietnamese dress) design made from denim, being introduced to consumers for the first time.

Anticipating continued difficulties in 2025 with a trend towards frugal spending, V-sixtyfour has adjusted product prices, reducing them by 10-15% compared to the previous year while maintaining quality and durability. The brand has also launched promotional programs such as a 20% discount for new customers and a lucky draw with prizes worth up to 500,000 VND.

Alongside its traditional stores, V-sixtyfour focuses on investing in online sales channels, especially through livestreaming – a trending shopping method. The brand organizes "mega lives" twice a month with the participation of famous KOLs, and its staff conducts smaller livestreams three times a week to maintain customer engagement.

Mr. Hung expects online sales to increase by 40% and offline sales by 30%, resulting in an 80% increase in total revenue during the 2025 Tet holiday season compared to normal days.

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