The Mekong Sub-region - Asia's Final Frontiers - TNS

Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by

The Mekong Sub-region
Asia’s final frontier of 168 million consumers

©TNS 2012 2
83 Countries
300 Offices
Over 25,000 employees
TNS global footprint – the world’s largest custom
research group.

©TNS 2012
Agenda
1 Economics
2 Population
3 Wealth
4 Consumerism
5 Attitudes
6 Summary

©TNS 2012
Foreign Direct Investment
5
23,107
322 511 774
18,595
756 622 761
14,696
912 777 1,088
12,000
971 1,285
Vietnam Myanmar Cambodia Laos
2009 2010
2011 2012
FDI USD millions
2012 could
be up to US
$ 20 Billion
Source: data.worldbank.org
Vietnam dwarf’s CaLM in FDI, but this is changing especially for Myanmar

©TNS 2012
Export, import, trade deficit - 2012
Sources: National data sources, IMF, and World Bank
115,000
9,135 6,640 2,840
121,000
9,035 8,606
3,324
-6,000
100
-1,966 -484
Vietnam Myanmar Cambodia Laos
Exports of goods (millions US$) Imports of goods (millions US$) Trade balance (millions US$)
Imports vs. exports 2012 (estimates only):
Typically developing nations have huge trade deficits, but due to the
economic slow-down and fiscal responsibility the CaLM region is
experiencing a trade balance which will not last long

©TNS 2012
GDP by Sector
7
20%
34% 37% 43%
41%
21%
20%
21%
39%
45% 43%
36%
Vietnam Cambodia Laos Myanmar
Services
Industry
Agriculture
Industry still lags behind agriculture in most of the Mekong Region

©TNS 2012
Major Exports
8
Myanamr
oil & gas
gemstones
timber
illegal drugs
rice
rubber
Cambodia
clothing
timber
rubber
rice
fish
tobacco
footwear
Oil
Laos
wood products
garments
electricity
coffee
tin
copper
gold
electric power
Myanmar & Laos are incredibly natural resource rich
Source: Worldbank
Vietnam
rice
coffee
aqua produce
pepper
garments
shoes
manufactured
goods

©TNS 2012
Population
10
90
69
56
15 6
Vietnam Thailand Myanmar Cambodia Laos
With a population of 75 Million and an incredible 40% plus under
20 years of age, a population boom will help drive
consumerism in CaLM
http://www.census.gov
Millions
77 Million &
growing rapidly

Cambodia Life 2012 report
© TNS July 2012 11
Greater Mekong Sub Region - Populated key cities
Vietnam 91,519,289
Ho Chi Minh 7,300,000
Hanoi 6,450,000
Myanmar 54,584,650
Yangon 4,573,000
Mandalay 1,237,000
Nay pyi daw 924,600
Cambodia 14,952,665
Phnom Penh 1,519,000
Laos 6,586,266
Vientiane 799,000
7 Key Cities 22,862,000
The seven major cities of the region have a larger population
than Australia = 22,683,600
http://www.census.gov

© TNS July 2012
17
17
20
16
13
9
5
4
22
20
22
13
11
7
4
2
18
19
19
16
13
9
5
370+ yrs
60-69 yrs
50-59 yrs
40-49 yrs
30-39 yrs
20-29 yrs
10-19 yrs
0-9 yrs
Population tree
34% 37% 42%
The region is incredibly young boding well for the future
54% 56% 64%
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
70% 72% 77%

©TNS 2012
88
4
4 4
Buddhist Other Christian
Muslim Others
Religions
13
50
40
7 3
Non-demoninational
Buddhist
Roman Catholic
Others
Source: VietCycle 2011; All-in-one; CIA - The World Factbook
96
24
Buddhist (official)
Muslim
Others
Buddhism is by far the regions main Philosophy,
but the impact of Buddhism varies greatly in terms of daily life,
Laos = Buddhist 67%, Christian 1.5%, other and unspecified 31.5%

©TNS 2012
68
5
5
22
Burmese
Indian
Kayin
Others (i.e. Shan, Rakhine, etc.)
Ethnicity
14
86
14
Kinh (Viet)
Others (i.e. Tay, Thai,
Muong, Khmer. Etc.)
90
5
5
Khmer Vietnamese Others
Source: All-in-one; CIA - The World Factbook
This region is incredibly different in terms of ethnicity and very diverse,
especially Laos = Lao 55%, Khmou 11%, Hmong 8%, other (over 100 minor
ethnic groups) 26%

©TNS 2012
2012 - GDP
16
318
123
56 14
8
Thailand Vietnam Myanmar Cambodia Laos
Billions USD
Though Vietnam is but a third Thailand’s GDP and CaLM but a 3rd of
Vietnam, this will change as global economic recession continues in Europe
and the US
Source: All-in-one; CIA - The World Factbook

©TNS 2012
CaLM GDP & Purchase power
17
1,700
4,600
1,000 930
1,400
3,300
9,700
1,300
2,371
2,000
Thousand Thousand
SOURCE :http:/imf.org; http://www.tradingeconomics.com;
GDP / Capita Purchase power parity
CaLM has a long way to go in terms of developing Purchasing Power,
which highlights the great opportunities available

©TNS 2012
38%
5%
12%
6%
5%
5%
5%
8%
3%
13%
Household expenditure
18
40%
11%
9%
8%
6%
6%
5%
4%
11%
32%
15%
10%
9%
8%
5%
5%
4%
4%
8%
Breakdown of monthly urban household expenditure (%):
Groceries are the main spend items followed by Education in CaLM
Groceries
Education TransportationGroceries

©TNS 2012
Expenditure vs. Savings
19
78 83
93
22 17
7
Expenditure Saving
Cambodians and Vietnamese have a higher penchant for savings

© TNS July 2012
Monthly Urban Household Income Comparisons
20
2
12 8
11
30
26
22
11 26
32
25 16
23
11 15
10 11 9
Vietnam Myanmar Cambodia
USD 750+
USD 500-750
USD 325-500
Under USD
325
Vietnam is considerably more wealthy than Myanmar and Cambodia

©TNS 2012
12
60
73
17
81
11
18
19
2
12
%
27
15
84
4
39
11
13
5
18
7
%
Household durables ownership - Urban
22
92
87
61
60
47
41
32
26
17
13
Gas stove
Refrigerator
CRT TV
Washing machine
DVD Player
PC/Deskstop
LCD / Plasma TV
Air conditionier
Karaoke system
Digital camera
Vietnam Cambodia Myanmar
Outside off TV, DVD players CaLM is substantially behind Vietnam
0
91
96
41
77
34
0
0
0
36
%
Laos

©TNS 2012
Household technology items ownership - Urban
23
95 98
37
98
17 15 10
34
Vietnam Cambodia Myanmar Laos
Mobile phone Laptop
Myanmar lags far behind on technology

©TNS 2012
Consumer’s top 3 items would like to own - Urban
24
Air-conditioner
33%
Laptop
33%
Washing machine
32%
Refrigerator
58%
Washing machine
44%
Air-conditioner
33%
Washing machine
21%
Refrigerator
15%
Laptop
15%
Similarities in terms of desired durable ownership are striking

©TNS 2012
Top 3 favourite brands - Urban
25
Vietnam MyanmarCambodia
Not surprisingly technology and transportation brands rule

©TNS 2012
Attitudes towards life – Position & Status
27
73%
49%
42%
Cambodia Myanmar Vietnam
Position and status in society is the most important aspect of my life?
(top 2 box score)
Cambodians are in an all out push to catch up to the rest of the world,
while Burmese are still seeped in tradition

©TNS 2012
Attitudes towards women
28
69
60
49
34
63
Urban Cambodia 2012 Urban Vietnam 2001 Urban Vietnam 2011
Top-2-box % agreement:
“Women must focus only on their
traditional family roles”
“It is completely acceptable for women
to earn more than men”
2001
2012
2011
2012
2011
Over the years attitudes towards women in society have liberalized

©TNS 2012
Women and traditional roles
49
69
34
Myanmar 2012 Cambodia 2012 Vietnam 2011
“Women must focus on their traditional family roles”
29
Over time Cambodian and Burmese attitudes should become more equal

©TNS 2012
Importance of family
30
92
16
95
11
96
19
Cambodia Vietnam Myanmar
“A close family is essential to my
happiness”
“I prefer to spend more time with my
friends than my family”
Family is still the cornerstone of society

©TNS 2012
Summary
32
 168 Million untapped consumers
 rich in natural resources
 very young population = future
 limited competition
 willingness of host to do business
 poor infrastructure for transport
 poor human capital
 very young population
 varying ethnicities and religions
 low incomes
Positives Negatives
Vietnam has 15 year head start compared with Cambodia, Laos and Myanmar
but is still 15 years or more behind Thailand

©TNS 2012
Please contact:
Ralf.Matthaes@tnsglobal.com
Regional Managing Director
TNS
Cambodia | Laos | Myanmar | Vietnam
or
Eelco.Dijkhuizen@tnsglobal.com
General Manager
TNS Cambodia
Jason.Copland@tnsglobal.com
General Manager
TNS Myanmar
Ashish.Kanchan@tnsglobal.com
Executive Director
TNS Vietnam
Questions?

The Mekong Sub-region - Asia's Final Frontiers - TNS

Recommended

Recommended

More Related Content

Similar to The Mekong Sub-region - Asia's Final Frontiers - TNS

Similar to The Mekong Sub-region - Asia's Final Frontiers - TNS (20)

More from Merlien Institute

More from Merlien Institute (20)

Recently uploaded

Recently uploaded (20)

The Mekong Sub-region - Asia's Final Frontiers - TNS