Where the Eyes of Global Capitalists and Investors Are focusedThe General trend of the Vietnamese market begins to rise from 2020!Everything about Investing and Doing Business in Vietnamas told by the head of a Business Operation with 10-yearexperience of doing business in VietnamThis book has a lively and realistic guide and analysis of the Vietnamese market given by the head of a local Vietnamese subsidiary for 10 years. He lives in Vietnam and analyzes the Vietnamese market through the eyes of an insider. It contains things you really need to know when you are interested in, want to invest in, or want to do business in Vietnam. Furthermore, it contains the hidden crisis and opportunity factors amid the changes in the situation of not only Vietnam, but also the international situation in Southeast Asia and neighboring countries, as well as the war for supremacy between the US and China and the situation around the Mekong River, which is emerging as a new gunpowder in Southeast Asia.
대학 졸업 후 2005년 아모레퍼시픽에 입사해 마케팅 부서에서 근무하다가 2011년 베트남에 대해 알고 싶다며 홀연히 호치민으로 어학연수를 떠났다. 그 후 2012년부터 2017년까지 아모레퍼시픽 베트남 법인에 재입사해 트레이드 마케팅 팀장과 이커머스 팀장으로 일했고 2017년부터 지금까지 신용평가 회사로 잘 알려진 나이스NICE 그룹의 베트남 유통판매 법인장으로 근무하고 있다.
그는 지난 10년간 핑크빛 전망 일색이던 베트남 시장에 대해 섣부른 분석이라 판단하고 베트남 사회 문화적 구조적인 환경과 소비자들이 연령별 특성에 따라 ‘베트남 2020년 대망론’을 주장해왔다. 이 책에서는 지난 10년간의 현지 비즈니스 경험을 토대로 본격적으로 성장기에 접어든 베트남 시장의 가능성과 미리 알아두어야 할 것들을 일목요연하게 정리해주고 있다.
AJ그룹, 중소기업진흥공단, K-Biz 중소기업중앙회 베트남 진출 희망기업포럼에서 강의와 상담을 했고 고려대와 부산대, 창업지원팀 대상 강연과 수출 상담 등을 했다. 또한 부산시, 대구시, 울산시, 대전시 테크노파크 입주 기업들을 대상으로 베트남 시장에 대한 강연 등을 했다. 현재 강연과 상담 등을 통해 베트남 진출을 돕고 있다.
He joined Amorepacific, leading cosmetic company in 2005 after graduating from college and worked in the marketing department until 2011 when he left for Ho Chi Minh city to study the Vietnamese language and also to learn about Vietnam. Later on, he re-joined AmorePacific Vietnam in 2012 and worked there until 2017 as atrade marketing and e-commerce team leader. In 2017, he joined the well-known credit information Company NICE Group and has been working there as the head of a distribution sales division in Vietnam. Judging that the rosy prospects for the Vietnamese market which have been predominant for the last ten years was a rash analysis, he has been asserting “the Theory of 2020, the Year of Great Expectations of Vietnam" based on the social, cultural, and structural environments of Vietnam and characteristics of Vietnamese consumers. In this book, he categorically explains the potential of the Vietnamese market that has entered a growth stage in full swing and what you need to know about it, all based on his 10-year experience of doing business in Vietnam.
Preface Prologue Chapter 1 Vietnam--- Not, a Country I Thought It Was Introduction 1.The History and Diplomatic Relations of VietnamVietnam Has an Adversarial Relationship with China Vietnam is a Hegemonic Power on the Indochina Peninsula Stepping Out as a Dark Horse to Contain China With the US on Its Back 2.Vietnamese CultureThe Vietnamese are Just as Enthusiastic for Education as Koreans Can a Korean Cultural Content Business Achieve Success? 3.The Vietnamese EconomyVietnam Grew Stronger During the Subprime Mortgage Crisis The Vietnamese Economy is Sure to Keep Improving Going Forward Even the Global Economic Crisis Will Become a Golden Opportunity in Vietnam Chapter 2 Why is Vietnam the Land of Opportunity? Introduction Changes That Happened in the Last Ten Years are Beyond Your Imagination The Vietnamese Are the Most Avid Smartphone Users 1. Strong Dedication to Education and Fast Learners 2. A Stable Country Built on the Communist Collective SystemA One-party Collective Management System Led by the Communist Party of Vietnam Free from the Influence of Ethnic Chinese No Conflict with Minority Ethnic Groups Vietnam is Different from Other Emerging Markets in Southeast Asia Malaysia Philippines Indonesia 3. Vietnamese are Open-mined and Liberal about Things That Are NewVietnamese Acknowledge and Accept What is Different from Them Same-sex Marriage is Not Illegal Recognition of Religious Diversity and Freedom 4. Vietnam is a Nation of Strong Women and Girl Crushes 5. An IT Powerhouse Sensitive to TrendsA Wifi Paradise Vietnam is an IT Powerhouse 6. Vietnam is a Late Bloomer-type Growth ModelThe Vietnamese Market is Divided into South and North South Vietnam is Completely Different from North Vietnam Vietnam has Two Megacities and Three Independent Municipalities 7. Analysis of Consumers by Age Groups, IIt Has Been Growing, Albeit Slowly Vietnamese Born in 1970 are the Equivalent of Koreans Born During the Korean War Vietnamese Born in the 1980s are the Post-war Generation of Koreans Born in 1958 Vietnamese Born Between the 1970s and the 1980s Care More About their Children’s Education Than Themselves 8. Analysis of Consumers by Age Groups, IIA Globalized Generation Who Are Smartphone Users and Grab Riders Those Born in the 1990s Are Credited with the Beginning of the Korean Wave They Use Uber and Grab as If They are Public Transportation Mobile Delivery Service is Growing Popular 2K Generation! Those Born in the 2000s are the Echo Generation with Global Education Expansion of Public Transportation Will Trigger Major Changes 9. There is the Korean Wave and There Isn’t, EitherVietnam was the Origin of the Korean Wave in Southeast Asia in the Late 1990s Be a Korean Company and a Local Company at the Same Time Chapter 3 Political Landscape of Southeast Asia Surrounding Vietnam Introduction 1. The Mekong River, the Ticking Bomb in Southeast Asia Vietnam Has the Mastery in Wire-Walking World War III Will Break Out in the Mekong River Containing China While Riding on the Back of the US Vietnam is Not a Southeast Asian Country It is Fundamentally Different from the European Union No Leader in the Southeast Asian Economic Community Southeast Asian Countries Have Different Languages and Religions 2. Vietnam, The Role Model for North KoreaThe Mediator for Two New and Old Friends Vietnam and North Korea Share the Same Anti-China Sentiment Vietnam is a Good Model for the North’s Reform and Open Policy Power to the Communist Party and Money to the Money Masters The Vietnamese Military is There for Both National Defense and the Economy An Enemy's Enemy is an Ally: the United States Joins Hands with Vietnam Chapter 4 What You Must Know When Doing Business in Vietnam Introduction 1. Your Way is Not the Right Answer How Should You Eat BIBIMBAP? Bibimbap Isn't Necessarily Rice Mixed With Other Ingredients Eating Rice with Chopsticks, Not a Spoon How Do You Enjoy Americano, Pizza, and Pasta Doing Business in Vietnam is the Same 2. Target the Market with Familiar ProductsWhat is New is What Seems Somehow Unfamiliar and Familiar at the Same Time Even the Absolute Truth Should be Boldly Destroyed In Vietnam, Hot Stone Pot Bibimbap Sells Better Than Just Bibimbap If You Plan to Open a Korean Restaurant in Vietnam 3.Orion: The Leading Confectionary Brand in VietnamBold Operation of Business Based on the Prediction of the Market Nation-wide Operation Using Entire Sales Force Cleaning Sales Strategy That Required Patience Consulting Sales, Not Bulldozing Sales Preparation Based on the Prediction of Change Employees Are Required to Stay and Work in Vietnam for At Least 10 Years Releasing New Products Exclusively Made for the Vietnamese Market 4. Wildly Popular Tteokbokki Brand, DookkiReasons Behind Dookki’s Wild Success in Vietnam, 1: Buffet Reasons Behind Dookki’s Wild Success in Vietnam, 2: Create Your Own Recipe The Risk Dookki Should Watch Out For, 1: Who Manages the Franchise? The Risk Dookki Should Watch Out for, 2: It Can Burst In an Instant Decisively Let Go of the Identity of Tteokbokki 5. A Market Where Even the Almighty Starbucks Struggles 6. Winners in the Vietnamese Fast Food Market Hamburger? In Vietnam, It's Banh Mi Change Your Brand Identity Chapter 5 Vietnamese Food Introduction 1.Why Vietnamese Food? Why Koreans Love Vietnamese Food A Fantastic Taste of East Asia, Southeast Asia, and Europe V-Food, or Vietnamese Food, is a Grand Trend 2.Origin of Vietnamese Rice Noodle SoupPHO IS THE PEOPLE’S FOOD IN VIETNAM Pho Becomes Wildly Popular in Hanoi in the 1930s The Difference Between Southern and Northern Pho The Birth of Vietnamese Chicken Noodle Soup, Pho Ga 3.Banh Mi Captures the Hearts of New Yorkers Banh Mi, the It Item for New Yorkers 4. Food Associated with the History of vietnamCha Ca La Vong is a Menu Served to Independent Activists A Pho Restaurant was a Secret Hideout Chapter 6 Heroic Vietnamese Women Introduction 1.The Day for Vietnamese Women, Movers and Shakers in the Retail Market 2.Vo Thi Sau, the Vietnamese Ryu Gwan-sun 3.Vietnamese Women in Action Movies Chapter 7 Investing in the Vietnamese Real Estate Market Introduction 1.Shanghai 15 Years Ago is Different from Vietnam Today A Certified Real Estate Register is Not Issued The Quota for Foreigners is 30% The Korean Government Started Cracking Down Based on the Foreign Exchange Transaction Law It is Difficult to Recover Real Estate Investments in Korea The Latest Trend is Leaning Towards the 50-Year Long-term Lease It Literally is a Long-term Lease, Not Ownership Long-term Lease Developers May Go Bankrup Epilogue
