Market Research Reports - Ken Research Vietnam Mattress Market Future Outlook | Page 3

Everpia JSC have their presence in the city which further has surged the demand from Hanoi. Da
Nang being the largest city in Central Vietnam with a population of ~ added third highest
revenue share accounting to ~% revenue share in the mattress market in Vietnam in 2016. Hai
Phong is a major North Eastern city in Vietnam and accounted for ~% revenue share in the
mattress market of Vietnam. Other areas include Hue, Can Tho, Bien Hoa, Nha Trang, Buon Ma
Thuot and others.
By Distribution Channel (Retail, Direct and Online)
Retail distribution channel has dominated the mattress market in Vietnam with a revenue share
of ~% in 2016. Retail distribution represents the sale of mattresses through exclusive brand
outlets and multi-brand retail outlets to the residential and non-residential customers. Direct
distribution channel represents the sale of mattresses directly by the manufacturer to the end
user. It accounted for a revenue share of ~% in the overall mattress market. Online distribution
channel accounted for a revenue share of ~% in 2016 as the population prefers to buy mattress
through retail or direct channel.
By Sectors (Residential, Hotels, Hospitals and Others)
Residential sector has contributed highest revenue share in the Vietnam mattress market in
2016 accounting to ~% owing to the rising residential sector and population of the country. The
rate at which the residential sector customers change the mattress is higher as the purchases
are frequent compared to the hospitality sectors. Hotel industry has contributed a share of ~%
in the revenues of the mattress industry of Vietnam in 2016. Hospitals contributed ~% revenue
share to the mattress market in the country in 2016. Other customers include retail, corporate
and others.
Competitive Landscape
Vietnam mattress market is concentrated with few domestic players having the major market
share including KYMDAN, Hava’s Mattress, Lien A Mattress and Far East Foam Vietnam owing
to the ethnocentric customer base in the country. International players include Dunlopillo,
Therapedic and Kingsdown. KYMDAN is the leading player in Vietnam mattress market
operating since 1954 and had contributed highest revenue market share in 2016 with
established brand name. Players compete with each other on the basis of price, quality, brand
name, warranty, delivery and others. The mattress companies in Vietnam have various
distribution channels including stores, agents and dealers to increase the penetration in the
market.
Future Potential of Vietnam Mattress Market