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馊⽂ 湡䔶 絆ざ瘻殜涸抳䠭կ PⰌ꬗a峯rt䜪1馊⽂㸪馊錜䋑⽂㖞嚋梠㞯錢涸㛇炄侨研䮔䱡馊⽂涸㟞Ɤ悶⸂կP鸑鵂a劥rt蒜2ⰻ㺂帿馊Ⰶ✫⽂鍒䋑馊⽂㖞䋑侨㖞涸㶶侨㶶㯮㯮⡤⡤呔呔㽷㽷慨〄ⵖ㹁㯮⡤ 馋⸷կ P✫鍒a馊rt⽂3嶊餩罏馊涸⛴⽂䟗䋑ㄤ暵㖞䖄嶊⟄⿺餩20罏22䎃嚋嶊錢餩罏遤⚹涸⚺銳」⻊ P✫鍒a馊rt⽂4歏㉁ծ馊康䧬⽂ծ遤繠㥿⚌ծ峯嶊餩㻋歏㶩⿺䎾欽遤⚌涸䗳㢊峯㻋կP✫鍒a馊rt⽂5僱蒜馊馊⽂⽂ⱚ䋑⾎倝㖞䎃蠒瘝Ꝉ杝暵蒜涸挿蠒Ꝉ蒜挿կ ⥌䜂կ ♧㽻嚁կ P劥蒜a巑rt渷6✫馊⽂馊Ti⽂kTokT涸ik欽T䨪o➃k纈㾩䚍⟄⿺䎂〵㹁⡙涸䨾剣湱ⰢP䱍䳣a蠒rtꝈ7➃プ䗳馊㢊涸⽂Ⳝ蠒㣐ꅾꝈ銳䎁䪮䊫餗雮⡹涸TikTok蠒Ꝉ瘻殜刿♳ 2 馊⽂嚋錢 3 CONFIDENTIAL&PROPRIETARY 絑崸㟞Ɤ䭯絯邍梡ⴀ⠍䧭⚹嶊餩㟞Ɤ䒸乾 䋑㖞嚋ⲃ 馊⽂ 馊Ⰼ⽂椕涸䱗䚪ぜ➃痦〡15⚹⡙9կ,800♰ 5% 20䎃䎃㖲㢕ざ㟞Ɤ桧 馊⽂絑崸㟞鸟䭯絯곭駵千崍 鵂⿡ 馊⚥⽂瘝欽佐♶Ⰶⵌ宐♧䎂去㕂➃㹻涸傞ꢂ➢⡛佐Ⰶ宐䎂㕂㹻〄㾝䧭 CONFIDENTIAL&PROPRIETARY 宐䎂邂ꆀ馊⽂涸餛㔮桧㖈 馄鵂1,000♰➃膴餛կ 㥵䭽嫦㣔3.20繠⯋(2011PPP)涸鵂⿡⼧䎃䊺➢16.8%꣭荛5%կ 絑崸㟞鸟嫱Ⰼ椕䎂㖲宐䎂넞ⴀ1.7⦔ 6.2% 馊⽀⽂⡙涸佐涰Ⰶ♰纈➃⡤䭽餝✈⸂䎂⟟邂ꆀ嫦傈佅ⴀ GDP䎂㖲㟞鸟 2000-2023䎃 倝⽀䌢⡙䙖♴繠絑⯋崸➠搬珘姿㟞Ɤ➃㖲GDP 3,5263,7564,1644,316 2 74 5 57 18 58 36 넞嶊餩纈⡤嫦傈佅ⴀ4 72 14 70繠⯋⟄♳11 䧭擿嶊餩纈⡤嫦傈佅ⴀ30-70繠⯋ ⴲ紩嶊餩纈⡤嫦傈佅ⴀ11-30繠⯋ 27 ⡛嶊餩纈⡤嫦傈佅ⴀ 2020202120222023 Source:WorldBank,2022;Cimigo,2022;MarketprobyWorldDataLabs;McKinseyGlobalInstituteanalysis2021 11繠⯋⟄♴ 2000201020202030 4 㙹䋑嶊餩䬘⸓馊⽂絑崸㟞Ɤ 㙹䋑⻊僽㾀字佐Ⰶ㟞Ɤ涸ꅾ銳䲀⸓㔔稇կ㙹䋑剣劅䧭⚹馊⽂涸㟞Ɤ䒸乾劢勻⼧䎃㼜餑柄紨90%涸嶊餩㟞Ɤկ 劢㙹勻䋑⼧➃䎃〡곫㟞雦Ɤ1,000♰屎务ⰻ❡䋑꣌ㄤ紩脋➃䘋侨僈䋑涸 2022䎃馊⽂➃㖲剢佐Ⰶ⽀⡙涰♰馊⽂湽 6.39 6.42 5,000.0 4,000.0 3,000.0 2,000.0 1,000.0 0.0 㙹䋑⻊䌄⸓馊⽂侮⡤嶊餩宐䎂䲿⼮ 3756. 4164.4316. 3491. 37.3 41.753.9 36.6 2019202020222023 人均GDP（美元）城市人口率(%) 100 80 60 40 20 0 脋䘋僈䋑 屎ⰻ䋑 䀕度䋑嵳꣈䋑蔗薐䋑Ⰼ㕂 5.81 5.9 5.32 4.67 䎃佐Ⰶ馄鵂2.2♰繠⯋涸㹻䏭侨ꆀ CONFIDENTIAL&PROPRIETARY 馊⽂ⱚ络ㄤ㙹䋑㖑⼓涸➃㖲剢佐Ⰶ㼆嫱⽀⡙⼪馊⽂湽 6,0225,5385,3885,945 3,3993,4803,4863,864 2019202020212022 农村城市5 Source:Statista2023;McKinseyGlobalInstituteanalysis2021;Cimigo2022,vietnamplus2023 㽴盗꬗⚰♶㼱꣖⸂鿈ⴔ遤⚌涸㢕蔼䌄⸓馊⽂絑崸鷟⸷㟞Ɤ ⵖ鸣⚌䬘⸓㟞ꟋⴀⰆ㞯假康䛪㢕鸑胆劢䕧ㆇ㟞Ɤ ꥥ䲿满넞騗哔㕂䎾⟱Ꝇ⚌涸紹꯸紹䚍㼊ㄤ宠✽哔翫䎾✽Ꝇ鸑涸玐㢴䏞⯋⻊馊⽂⸂⳪宠⦶ Ⱖㄤ⠏欰馊❡涸䧭䧶劥殜⡛⡙涸縨⠏⟄⸷⿺菔䧭鵘⚹⤑ⵖⵄ鸣ծ⚌⸣䫏⸓餴⸂涸䐢껷⟟鷥 鵛⛓䎃♧勻կ假康⚌䊺䧭⚹馊⽂絑崸涸⚺銳❡⚌倝䌢䙖⵸假康⚌㼆馊⽂GDP涸 㖈㟞㖈千Ɤ崍ծ㖑⵸⼓兞♧⛙⽹錜杝猖罜կ佞⚂鸑綕胆涸胜饥兞⸷♴湱㼆馊「⽂ⵌ鷟䫈⸷ⵖ 湡涸㖑կ 9%餑柄桧 2.9%嶊➠儑餩衼罏⡛⟟✵呔䭷4%侨涸湡20叻22䎃8剢 ♲ⴔ⛓♧ ⵖ鸣⚌餑柄✫... 85% 涸馊⽂GDP涸馊⽂㉁ㅷⴀ〡 ꥥ假满康馊⚌⽂ッ絊梡✵㢕㖈蔼鶺20韌22կ䎃搬䛪罜㢕ぢⰆ㞯㞯㢪假康康㹐䛪䒓㢕佞荛 140♰ 倝䌢䙖⵸涸宐䎂㼿꨽傞傈կ 假康⚌鵓勻㢕蔼 +40.2% 馊⽂涸鸑胆⾓⸂⸉⚺կ銳ꨪ勻㈒荈Ꝉ敍ꆀ俱涸瘝㟞㉁Ɤㅷ劢⟄「⿺ⵌ❜瀊鸑劍 鸑胆涸䬯稡կ 馊⽂ꨪ㈒Ꝉ㈒괄涸ず嫱㟞䌴 ⴀ〡㼋ぢ㘗ⵖ鸣⚌邍梡珘⨴ Ⰶ20㞯22康䎃㹐1-8剢 곫䎃雦㼜㟞20Ɤ231䎃2➉荛繠20⯋27 2021䎃8剢vs2022䎃8剢 50.2 42.6 +4.1%2023䎃10剢ず嫱䊨⚌欰❡㟞䌴 +19% ⴀ♸〡ꆀ20㟞20䌴䎃湱嫱 3,370➉繠⯋ +50% 1.11.33.1 -12.2 -19.5 -28.4 CONFIDENTIAL&PROPRIETARY 9.412.1 22.627.3 Source:CIA.gov2021;GeneralStatisticsOfficeofVietnam2022 Sep-21Dec-21Mar-22Jun-22 6 馊⽂僽㢴⯋俒⻊㕂㹻帿「⚎❇俒⻊䕧ㆇ 㸺侅⥌⟓♸⟟⧩錜 馊㖈⽂馊涸⽂㸺鄄侅獦⾎⚹絑Ta〄m㾝Giá祃oざ✫♲⭲侅ծꅺծկ麤♲侅 姻㔔㥵姼牏⯓䃩䬺ㄤ㷁麤㢊「䲀䃩կ 㖈Ⱒ馊禹⽂荛⠛Ⱒ絡ꅾ俒銳⻊կ务過続❵㾩 ⠍俒䨾⻊ワⴭ濼ꅾ錠妍㹻繠䏭俒錭⻊蒀կ䔂㖈靈馊⚡⽂➃ⱚ⚺络⛐㖑罜⼓馊⽂ ♲去䧴㔋去ず㛔涸梡韌➠搬ꥥ㢅〳錛կ CONFIDENTIAL&PROPRIETARY 馊㕂⽂♶俒ず⻊帿馊「⽂⚥鸑㕂䌢俒鄄⻊雩䕧⚹ㆇ㾩✵⚎㔔❇姼俒♸⻊⚎㕕⽂կ❇龇 露鎊 馊涸⽂馊露⽂➃僽〡馊⢪⽂欽涸霪㸽露倰鎊露鎊紨剣86% 馊蒹⽂露涸ծ㼱⽑侨露字ծ偛넞⢪唼欽露㢴ծ猫务露俒鎊ծ⣰⺫露䭍ㄤ饟褐䁈露⣜կ露ծ 岁露㼜僽婤⡲字⚹絡痦屛✳涸露麰鎊❡暵雽ⵆ㢴僽「⽂鵂馊葻涸㥩罈侅♧肫鳊涸➃馊ㄤ⽂濼➃霋 ⴔ㶩կ 薉露吥傈渤䧭⚹馊⽂霃涸⚹痦䗳✳⥝露靃鎊կ♸馊岁⽂露涸䎇 ⴩䧴》去岁露կ 7 Source:Britannica2022 㼭絕 CONFIDENTIAL&PROPRIETARY 1馊1.7⽂⦔涸絑剣崸劅㟞䧭鸟⚹䭯倝絯涸곭嶊駵餩⚎㟞⽂Ɤ❇䒸㖑乾⼓կ嫱Ⰼ椕䎂㖲宐䎂䘯 2㙹⚺䋑銳⻊㙹僽䋑馊㼜⽂餑㾀柄字紨佐90Ⰶ%㟞涸Ɤ嶊涸餩ꅾ㟞銳Ɤ䲀կ⸓㔔稇劢勻⼧䎃 3ꥥ佪满䫻ⵖ䖵鸣鸑⚌胆䔂⾓⸢⸂կ㟞ꟋㄤⰆ㞯假康⚌鵓勻㢕蔼馊⽂〳剣 4馊馊⽂⽂俒鸑⻊䌢帿鄄「雩⚥⚹㕂㾩俒✵⻊⚎䕧❇ㆇ俒⻊㕕㔔կ姼♸⚎⽂❇龇㕂♶ず 8 馊⽂䋑㖞侨㶶㯮⡤呔㽷 9 CONFIDENTIAL&PROPRIETARY 㛇兜炄⿺霃桧倶涸⼮䲿紩⼮ㄤ䐢⟟獴⸓霃㢊⤛鵳✫馊⽂侨㶶⻊ 獴⸓✽翫緸䎂㖲鵶䱹鸟䏞㔿㹁✽翫緸䎂㖲鵶䱹鸟䏞 CONFIDENTIAL&PROPRIETARY +20232-20423.䎃5ず嫱%㟞䌴+20251-20923䎃%ず嫱㟞䌴 73%63%Ⰼ椕䎂㖲290282䎃%馊⽂䭆剣♧鿈兰腊䩛纸涸 馊䔲Vs⽂㖑m涸佟art✽瘻㣐㈯⸂䩛䒊〳霃䖤兰կ⸽䢴〄㙹㾝䋑緸霪絞㕂涸䧭⚿⚹䲃䨾㖈罜㖑⚂⼓㈒ⰻ⟟侨➑㶶10⻊0玐繠䏞⯋剒涸넞䐢涸⟟絑兰崸腊⡤䩛կ纸鵯霃⚺㢊銳䖤㥵渤✵ 2022䎃馊⽂✽翫緸兜⿺桧 兰䢴欰崞僽馊⽂涸倝⵸屠 ✽翫緸欽䨪嫱⢾ 䎂匣霃㢊兰腊䩛邍/䩛梠兰腊㹻㾀霃㢊VR霃㢊 䭆剣⟄♳霃㢊涸✽翫緸欽䨪嫱⢾2020-2021䎃ず嫱㟞䌴10 Source:Kepios,2021;Cimigo,2022;Ookla,2022;eMarketer2022,statista2023,datapoint2023 馊⽂字⠍⼧ⴔꫬ滸✵⢪欽䩛纸♳緸կ 馊⽂獴⸓⯓遤涸✽翫緸絑崸絩絯觌⸽〄㾝 62023㼭䎃欽傞䨪䎂㖲2♳3緸傞ⴔꟋꛦ ♳緸⢪欽涸霃㢊 94% 䎂㖲傞Ɤ 3欽䨪㼭欽傞䩛纸2♳7緸ⴔ涸ꛦ 3欽䨪㼭欽傞〵䒭21腰ⴔꛦ 疴䎂㖲雵傞劥Ɤ歏腰䧴䎂匣♳緸涸 46% 12% CONFIDENTIAL&PROPRIETARY 䩛劼〵䒭歏腰/疴雵劥歏腰Ⱖ➭霃㢊䎂匣瘝 姿錜Ⰶ溏倝錠䌢곸䙖ծ⟄梖勻康䧬馊ㄤ⽂雧涸㢪嶊⽁餩瘝罏կ䊺⛴䟗鸑鵂兰腊䩛纸㹊梡ぐ碫欽鸀歏㉁餝暟ծ獴⸓佅➰ծ 11 絁䎃+㼜1鴪⽁ⵌ5佐19%Ⰶ.3곫➉雦繠ⵌ⯋202ⵌ32(C0A2G7R䎃)涸⚹㢕15ざ.2䎃9%㖲㟞Ɤ桧 錠(OTT)剪⸉涸嫱⢾곫雦 320243䎃%馊⽂➃⢪欽✽翫緸歏ⵌ2027䎃㼜鴪ⵌ40.1% Source:Asiaperspective,2020;McKinsey,2021;Cimigo,2022;VOVworld,2021 +歏㟞㶩䌴3佅5➰㖈⢪Ⰼ%欽椕ꆀ黔涸黔ず곭嫱⯓52歏0㉁282欽䎃䨪%馊幷⽂鷳桧 爢侨❜㶶㯮嶊⡤餩ㄤ傞㖈ꢂ絁錠곸⽑研✫馊⽂嶊餩罏⚺銳涸 CONFIDENTIAL&PROPRIETARY 爢2❜.㯮5⡤傈㼭㖲⢪傞欽傞Ɤ4䭆剣43%⚡爢❜㯮⡤餖䨪涸緸字嫱⢾ 馊⽂剒「妅鵓涸侨㶶⻊崞⸓ 㖈絁9錜2溏%錠곸 ⢪欽갉3⛙9崨%㯮⡤剪⸉ 㖈2絁3佐ゑ%䎛乄 佐ゑ2䧴0錜%溏乄㹐 51.20% 36.80% 30.80% 29.50% 27.30% 27.30% 27.00% 26.00% 掚꡶錠곸ⰻ㺂碫㘗 갉⛙錠곸 䵆疭/緸絞哥/掚꡶錠곸 䭷⽂/侅玐錠곸 侅肫錠곸 ❡ㅷ崵霉錠곸 ⡤肫꧋Ꝯ/晙媯 康䧬錠곸 Vlog/鴪➃錠곸 ㅷꤑ晥✫゗暵爙ⵆⰢ岤䎛デⰻ㺂♸䩛纸곜꬗涸鷓ꂁ䏞ㅷ晥鵮䎾翸送爢❜㯮⡤ㄤ錠곸䎛デ呋䒭կ 12 Source:Kepios,2021;Cimigo,2022;Ookla,2022 CONFIDENTIAL&PROPRIETARY 㼭絕 1ꥥ翫满緸㛇絑炄崸霃觌倶⸽♶〄倗㾝㸤կ㊤2022䎃馊⽂獴⸓⯓遤涸✽ 2➢字㡫㣐⠍կ㉁欰ծ崞歏涸㶩倰佅倰➰꬗ⵌ꬗կ絁♳馊挿⽂㢪涸⽁侨㶶侨⻊㶶嶊⻊餩䕧罏ㆇ纈满⡤馊♶⽂倗 3崹⻊錢㬛爢⛙❜倰㯮䒭⡤կㄤ㖈絁錜溏錠곸僽馊⽂字⠍涸⚙㣐侨㶶 4ꤑ䎾✫翸暵送ⵆ爢Ⱒ❜岤㯮⡤䎛ㄤデ錠ⰻ곸㺂䎛♸デ䩛呋劼䒭곜կ꬗涸鷓ꂁ䏞ㅷ晥鵮 13 馊⽂䋑㖞嶊餩罏嚋錢 14 CONFIDENTIAL&PROPRIETARY 馊㽴！⽂傈渤嶊䄕餩饰涸罏嶊涸餩꣌倝㽻꬗ㄤ㙹㶰䋑⻊僽馊⽂絑崸㟞Ɤ涸⚺銳끮⸓⸂告 倝㾩欨荛䚍⤛」⢪畎⻊姻ㄤ嶊餩傈靶渤罏⨊兜⿺㥩ㄤ涸馊侨遤⚹㶶䋑⻊〄欰䪮錞助䠑䟝剣ㄤ劅♶ⵌ⸈Ⰶ䔂涸」馊Ɤ⽂⻊կ涸嶊薴餩殶䋑կ㖞儑涸衼㢴涸呋➃䚍纈 銳⻊䟝ㄤ㖈䕧馊ㆇ⽂嶊嶊餩餩遤䋑⚹㖞涸㣐ぐ㾝碫㸪馋愿⸷կ⟱⚌䎾➫絈䪾䳣导僥馊⽂爢⠔絑崸」 ⸂♳⼮ #嶊1餩嶊罏餩」罏䖤⥌蒜䗱⥛ⱄ⴯倝⡛#涸3⚥侨㗏㶶⸂⾲ꆀ欰➿僽嶊餩#Ⱆ5぀E屛SG椚(梠)㔔㞯稇ծ涸爢䕧⠔ㆇㄤ Source:McKinsey2021;BangkokPost2021 #」2⻊⠛絡㖑㚖䊵䒗〄欰#滸4劥㕼ㅷ晥傈渤「ⵌꫬ #♳6⼮罈䎃➃涸嶊餩⽑嫱 18 嶊䖤餩刿罏⸈⥌兜䗱麑ⱄ⴯倝⡛蒜⥛㘗嶊餩罏」 倝䌢䙖♴馊⽂涸嶊餩罏⥌䗱䭷侨ⱄ⴯倝⡛鳅2019䎃涸宐䎂꣭⡛60%կ 59% 涸馊⽂嶊餩罏邍爙暟⟟♳嶻㼆餝暟Ɀ瘻涸䕧ㆇ剒㣐 碫㹻䏭佅ⴀ㼜鷅宠刿넞䚍⟟嫱կ ㅷ倝䚍晥䌢㼜゗䙖㖈爙㼋嶊荝〳荈歋佅ꂁ佅ⴀ㣐䌴♴կ꣭ꤑկ䗳〳꨽佅ㅷꂁ⟄佐㢪Ⰶ涸「嶊ⵌ餩⚚➠ꅾ搬䕧蟥ㆇꬕ♶♶䮷烁կ㹁ぐ 䧮䋞劅✈ⵌ剒㹊䟃涸❡ㅷ 85% 涸鵯緸♧餝霹䌢岁㹐雩〳 75%涸鵯꡶♧䏅霹䌢岁㹐雩〳 ⟟呔僽끮⸓欰崞欽ㅷ餝✈Ɀ瘻涸⚺銳㔔稇 38% 19% 20% 20% 22% 24% ✽翫緸剪⸉ 剪鄳ꭑ㾶 繠㥿⚡䫡㉁ㅷ ⚡➃⽡欰㉁ㅷ 㹻㾀幡峇㉁ㅷ ⨴魧♸Ⱞ欰 Source:Cimigo2021;McKinsey,2021;PwC,202116 ꥥ⽂满⻌⡛䊵絁騄㙹䒓䋑㨤涸綫嶊㼭餩腊⸂䲿⼮⠛絡涸 ⾎〷䨔搬♶ず嶊餩罏遤⚹ㄤ⨊㥩⛲㔔姼㶸㖈儑衼䊵䒗կ 馊姼⽂湱䭆騄剣1,杝10暵0涸㢴⾎Ⱆ〷ꅽㄤկ㖑⡲椚⚹勵馊叙⽂կ剒馊㣐⽂涸⵸