ベトナムの宝飾品市場：製品タイプ別、素材別、性別、カテゴリー別、エンドユーザー別、流通チャネル別、地域別、機会、予測、2017年～2031年

ベトナムの宝飾品の市場規模は2023年に12億米ドルとなりました。同市場は、2031年には15億1,000万米ドルに達すると予測され、2024年から2031年の予測期間のCAGRは2.90%になるとみられています。ここ数年のベトナムの宝飾品市場の活況は、都市化の進展と消費者の嗜好の変化によるものです。文化的に重要であり、投資対象でもあるゴールド宝飾品は、ベトナムでは非常に人気があります。

消費者の多様性は、伝統的な製造方法と近代的なデザインの組み合わせによって、地元ブランドや外資系企業が存在する市場に対応しています。例えば、2024年5月、デンマークの宝飾品製造・小売業者であるPandora A/Sは、ベトナムのビンズン省で1億5,000万米ドルを投じた新工場の起工式を行っています。この新工場では、年間6,000万点もの宝飾品を製造することができ、リサイクルされた金と銀のみを使用し、再生可能エネルギーだけで稼働します。この新工場は、パンドラA/Sの長期的な発展に貢献し、同社の製造能力を約50％向上させます。

技術の進歩は、生産効率の向上、デザインの革新、消費者の関与の強化によって、ベトナム宝飾品市場の成長に重要な役割を果たしました。3Dプリンティングやコンピュータ支援設計（CAD）などの高度な製造方法の使用は、現代のバイヤーにアピールする正確で詳細なデザインを提供します。さらに、AR（拡張現実）やVR（仮想現実）機能などのデジタル技術を小売業に統合することで、均一で魅力的なショッピング体験を顧客に提供することができます。

当レポートでは、ベトナムの宝飾品市場について調査し、市場の概要とともに、製品タイプ別、素材別、性別、カテゴリー別、エンドユーザー別、流通チャネル別、地域別動向、および市場に参入する企業のプロファイルなどを提供しています。

目次

第1章 プロジェクトの範囲と定義

第2章 調査手法

第3章 エグゼクティブサマリー

第4章 顧客の声

第5章 ベトナムの宝飾品市場の見通し、2017年～2031年

• 市場規模と予測
• 市場シェア分析と予測
• 市場マップ分析、2023年
  • 製品タイプ別
  • 素材別
  • 性別
  • カテゴリー別
  • エンドユーザー別
  • 流通チャネル別
  • 地域別

第6章 需要供給分析

第7章 輸出入の分析

第8章 バリューチェーン分析

第9章 ポーターのファイブフォース分析

第10章 PESTLE分析

第11章 マクロ経済指標

第12章 価格分析

第13章 利益率分析

第14章 消費者購買行動分析

第15章 市場力学

• 市場の促進要因
• 市場の課題

第16章 市場の動向と発展

第17章 ケーススタディ

第18章 競合情勢

• 市場リーダートップ5の競合マトリックス
• 企業エコシステム分析（スタートアップvs中小企業vs大規模企業）
• 参入企業トップ5のSWOT分析
• 市場の主要参入企業トップ10の情勢
  • PHU NHUAN JEWELRY JOINT STOCK COMPANY
  • DOJI GOLD, SILVER, GEMSTONE GROUP JOINT STOCK COMPANY
  • PHU QUY GOLD, SILVER, GEMSTONE GROUP
  • Bao Tin Minh Chau Company Limited
  • SAIGON JEWELRY AND GEMSTONE COMPANY LIMITED
  • HUY THANH GOLD, SILVER AND GEMSTONE COMPANY LIMITED
  • Huong Jewellery
  • CUU LONG JEWELRY COMPANY
  • NGOC THAM GEMSTONE CO., LTD.
  • CAO Fine Jewellery

第19章 戦略的提言

第20章 お問い合わせと免責事項

List of Tables

• Table 1. Pricing Analysis of Products from Key Players
• Table 2. Competition Matrix of Top 5 Market Leaders
• Table 3. Mergers & Acquisitions/ Joint Ventures (If Applicable)
• Table 4. About Us - Regions and Countries Where We Have Executed Client Projects

List of Figures

• Figure 1. Vietnam Jewelry Market, By Value, In USD Billion, 2017-2031F
• Figure 2. Vietnam Jewelry Market Share (%), By Product Type, 2017-2031F
• Figure 3. Vietnam Jewelry Market Share (%), By Material, 2017-2031F
• Figure 4. Vietnam Jewelry Market Share (%), By Gender, 2017-2031F
• Figure 5. Vietnam Jewelry Market Share (%), By Category, 2017-2031F
• Figure 6. Vietnam Jewelry Market Share (%), By End-user, 2017-2031F
• Figure 7. Vietnam Jewelry Market Share (%), By Distribution Channel, 2017-2031F
• Figure 8. Vietnam Jewelry Market Share (%), By Region, 2017-2031F
• Figure 9. By Product Type Map-Market Size (USD Billion) & Growth Rate (%), 2023
• Figure 10. By Material Map-Market Size (USD Billion) & Growth Rate (%), 2023
• Figure 11. By Gender Size Map-Market Size (USD Billion) & Growth Rate (%), 2023
• Figure 12. By Category Size Map-Market Size (USD Billion) & Growth Rate (%), 2023
• Figure 13. By End-user Map-Market Size (USD Billion) & Growth Rate (%), 2023
• Figure 14. By Distribution Channel Map-Market Size (USD Billion) & Growth Rate (%), 2023
• Figure 15. By Region Map-Market Size (USD Billion) & Growth Rate (%), 2023

Vietnam jewelry market was valued at USD 1.20 billion in 2023, expected to reach USD 1.51 billion in 2031, with a CAGR of 2.90% for the forecast period between 2024 and 2031. The booming jewelry market in Vietnam in the last few years resulted from increased urbanization and changing consumer preferences. Owing to its cultural importance and as an investment, gold jewelry is quite popular in the country.

The diversity of consumers is accommodated by a combination of traditional manufacturing methods and modern designs in the market which has local brands and foreign firms. For instance, in May 2024, Danish jewelry manufacturer and retailer, Pandora A/S, held the groundbreaking ceremony for its new USD 150 million crafting plant, in Binh Duong province, Vietnam. The new plant will be able to create up to 60 million jewelry items annually, exclusively employing recycled gold and silver and running entirely on renewable energy. It will help Pandora A/S to continue to develop in the long run and increase the company's crafting capacity by about 50%.

In addition, more product varieties are accessible through online shopping sites, though brick-and-mortar stores still hold relevance. In April 2024, Tierra Joint Stock Company opened its latest store at Saigon Centre. The firm declared presents up to USD 3,956 to customers to mark the launch of its new location.

Customers from the younger cohort group are inclined towards trendy and designer products, thus leading to the dictates of fashion trends and innovations in the sector.

Moreover, government policies that promote gold trading and the expansion of retail networks boost the positive outlook of the market. Furthermore, despite the challenges presented by fluctuating gold prices and economic uncertainties, the Vietnam jewelry market seems to set for steady growth backed by a strong domestic demand and an expanding middle class.

Technological Advancements to Spur Market Growth

Advancements in technology played a vital role in growing the Vietnam jewelry market by improving production efficiency, design innovation, and enhancing consumer involvement. The use of advanced manufacturing methods such as 3D printing and computer-aided design (CAD) provides for accurate and detailed designs that appeal to contemporary buyers. Furthermore, integration of digital technologies such as augmented reality (AR) and virtual reality (VR) functions in retail offers a uniform and engaging shopping experience to customers.

Moreover, cloud computing enables jewelers to handle vast quantities of data such as customer preferences, stock levels, and sales trends so that they can make decisions based on facts and improve their supply chains. For instance, in September 2023, PHU NHUAN JEWELRY JOINT STOCK COMPANY (PNJ) improved its business processes using a cloud computing strategy, expanding system capacity while maintaining the best possible cost structure, boosting labor efficiency and revenue, improving customer satisfaction, and creating new business opportunities. The organization reduced wastage of thousands of hours of internal operations and enhanced sales productivity by about 200% by dynamically raising system capacity by up to 500% with the best cost planning.

Innovative technology has been helpful in making consumers' experiences better and helped in making business operations easier for jewelers, resulting in growth and modernization of the Vietnam jewelry market.

Favorable Government Policies Catalyze Market Expansion

In shaping the Vietnam jewelry market, government policies are key agents of change that facilitate stability and growth. Vietnamese government ensures that gold trading is standardized and makes it necessary to guarantee the quality and authenticity of these items. These criteria enhance the assurance and trust of consumers, which is significant for market growth.

Moreover, initiatives aimed at enhancing tourism have positively affected the sales of jewelry as foreign tourists play an important role in it. Over 4.6 million foreign visitors arrived in Vietnam in the first quarter of 2024, which was 3.2% more than the pre-pandemic 2019 number and 72% year-over-year.

Additionally, in April 2024, the Vietnam Gold Traders Association proposed a trial program permitting three companies to import approximately 1.5 tons of gold annually in an effort to progressively break the monopoly in the country's gold market. If the proposal gets a nod, PHU NHUAN JEWELRY JOINT STOCK COMPANY, DOJI GOLD, SILVER, GEMSTONE GROUP JOINT STOCK COMPANY, and SAIGON JEWELRY AND GEMSTONE COMPANY LIMITED would be permitted to import 500 kg of gold annually, which is approximately USD 30 million.

Such favorable initiatives offer strong structure for development, creativity, and durability in the Vietnam jewelry market.

Women Segment to Dominate the Market

Women dominate the Vietnam jewelry market share largely due to cultural, social, and economic factors. Vietnam has always associated jewelry with riches, position and custom, hence women wear it for beautification and gift-giving purposes. Working women take pride in spending on luxury items such as jewelry.

One of the most dominating factors driving the growth of the segment is the desire for personal expression. Women are actively looking for exquisite and personalized pieces of jewelry that truly reflect them. It compels the jewelers to come up with ways to diversify their products by introducing modern designs alongside traditional ones. For instance, in September 2023, the new wedding jewelry collection from PHU NHUAN JEWELRY JOINT STOCK COMPANY and PNJ Trầu Cau (betel and areca) was launched, combining modern designs with traditional values. The range, available in 24-carat gold and diamond, includes the image of a betel quid expertly folded into an attractive shape known as a phoenix wing betel quid, meeting the needs of a variety of clients for both conventional and modern wedding jewelry.

To enhance the shopping experience of women and response to the dominance, retailers implement specific marketing strategies and come up with exclusive collections. In general, this segment has been significant for the growth of the jewelry market in Vietnam as it affects the trends and changes taking place in the industry.

Future Market Scenario (2024 - 2031F)

As an effect of the growing public awareness about the environmental impacts and social responsibility, there is an increased demand for jewelry that is sourced sustainably and made ethically. As a result, companies ought to emphasize supply chains that are transparent and practices that are environmentally sound to please conscious consumers.

Several innovative and custom-made products are expected to be introduced into the market. In particular, young consumers will focus more on personalized jewelry which reflects their personalities.

As Vietnam will be drawing more foreign visitors, this will give the shopkeepers a chance to aim at them directly, thus increasing their revenues through pieces that are meaningful and one of a kind.

Key Players Landscape and Outlook

The key players in the Vietnam jewelry market include a mix of established local brands and international entrants, contributing to the market's dynamic landscape. Prominent local brands dominate the market with their strong brand recognition, extensive retail networks, and wide range of product offerings. These companies have built trust among Vietnamese consumers through their focus on quality, craftsmanship, and innovative designs. In 2022, with rising gold bullion prices, SAIGON JEWELRY AND GEMSTONE COMPANY LIMITED declared an increase in its revenues by 60% to USD 1.2 billion, marking the highest in the last nine years.

These key players have bright prospects as a result of positive macroeconomic environment, increased consumer spending power alongside booming sector of online shopping. The continuing move towards digitalization is expected to make firms invest heavily on their online platforms meeting customers' expectations through virtual fitting rooms or tailor-made services.

Moreover, sustainability and ethical sourcing are going to be emphasized more where brands will have to adopt transparent practices to cater to the increasing need for responsible jewelry. The overall market environment seems poised for growth as consumer tastes keep evolving and new technologies emerge benefiting local and global businesses.

Table of Contents

1. Project Scope and Definitions

2. Research Methodology

3. Executive Summary

4. Voice of Customer

• 4.1. Demographics (Age/Cohort Analysis - Baby Boomers and Gen X, Millennials, Gen Z; Gender; Income - Low, Mid and High; Geography; Nationality; etc.)
• 4.2. Market Awareness and Product Information
• 4.3. Brand Awareness and Loyalty
• 4.4. Factors Considered in Purchase Decision
  • 4.4.1. Brand Reputation
  • 4.4.2. Price
  • 4.4.3. Quality
  • 4.4.4. Design
  • 4.4.5. Authenticity and Certification
  • 4.4.6. Customization Options
  • 4.4.7. Trend Influence
  • 4.4.8. Customer Service
  • 4.4.9. Accessibility
  • 4.4.10. Sustainability and Ethical Sourcing
• 4.5. Purchase Channel
• 4.6. Purpose of Purchase
• 4.7. Frequency of Purchase
• 4.8. Existing or Intended User
• 4.9. Recommendations From Friends, Family/Online Reviews
• 4.10. Role of Brand Ambassador or Influencer Marketing on Product/Brand Absorption

5. Vietnam Jewelry Market Outlook, 2017-2031F

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share Analysis & Forecast
  • 5.2.1. By Product Type
    • 5.2.1.1. Necklaces and Chains
    • 5.2.1.2. Earrings
    • 5.2.1.3. Rings
    • 5.2.1.4. Bracelets
    • 5.2.1.5. Others
  • 5.2.2. By Material
    • 5.2.2.1. Gold
    • 5.2.2.2. Silver
    • 5.2.2.3. Platinum
    • 5.2.2.4. Diamond
    • 5.2.2.5. Others
  • 5.2.3. By Gender
    • 5.2.3.1. Women
    • 5.2.3.2. Men
    • 5.2.3.3. Unisex
  • 5.2.4. By Category
    • 5.2.4.1. Branded
    • 5.2.4.2. Private Label
  • 5.2.5. By End-user
    • 5.2.5.1. Adults
    • 5.2.5.2. Children
  • 5.2.6. By Distribution Channel
    • 5.2.6.1. Online
      • 5.2.6.1.1. Company Owned Website
      • 5.2.6.1.2. E-commerce Website
    • 5.2.6.2. Offline
      • 5.2.6.2.1. Exclusive Showrooms
      • 5.2.6.2.2. Supermarkets/Hypermarkets
      • 5.2.6.2.3. Others
  • 5.2.7. By Region
    • 5.2.7.1. North
    • 5.2.7.2. South
    • 5.2.7.3. Central
  • 5.2.8. By Company Market Share Analysis (Top 5 Companies and Others - By Value, 2023)
• 5.3. Market Map Analysis, 2023
  • 5.3.1. By Product Type
  • 5.3.2. By Material
  • 5.3.3. By Gender
  • 5.3.4. By Category
  • 5.3.5. By End-user
  • 5.3.6. By Distribution Channel
  • 5.3.7. By Region

All segments will be provided for all regions covered

6. Demand Supply Analysis

7. Import and Export Analysis

8. Value Chain Analysis

9. Porter's Five Forces Analysis

10. PESTLE Analysis

11. Macro-economic Indicators

12. Pricing Analysis

13. Profit Margin Analysis

14. Consumer Buying Behavior Analysis

15. Market Dynamics

• 15.1. Market Drivers
• 15.2. Market Challenges

16. Market Trends and Developments

17. Case Studies

18. Competitive Landscape

• 18.1. Competition Matrix of Top 5 Market Leaders
• 18.2. Company Ecosystem Analysis (Startup v/s SME v/s Large-scale)
• 18.3. SWOT Analysis for Top 5 Players
• 18.4. Key Players Landscape for Top 10 Market Players
  • 18.4.1. PHU NHUAN JEWELRY JOINT STOCK COMPANY
    • 18.4.1.1. Company Details
    • 18.4.1.2. Key Management Personnel
    • 18.4.1.3. Products and Services
    • 18.4.1.4. Financials (As Reported)
    • 18.4.1.5. Key Market Focus and Geographical Presence
    • 18.4.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisition
  • 18.4.2. DOJI GOLD, SILVER, GEMSTONE GROUP JOINT STOCK COMPANY
  • 18.4.3. PHU QUY GOLD, SILVER, GEMSTONE GROUP
  • 18.4.4. Bao Tin Minh Chau Company Limited
  • 18.4.5. SAIGON JEWELRY AND GEMSTONE COMPANY LIMITED
  • 18.4.6. HUY THANH GOLD, SILVER AND GEMSTONE COMPANY LIMITED
  • 18.4.7. Huong Jewellery
  • 18.4.8. CUU LONG JEWELRY COMPANY
  • 18.4.9. NGOC THAM GEMSTONE CO., LTD.
  • 18.4.10. CAO Fine Jewellery

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

19. Strategic Recommendations

20. About Us and Disclaimer