VinID Brand Health Check August 2022
As a super-app oriented toward "becoming a smart assistant for Vietnamese people," VinID aims to quickly update prominent trends favored by users in smart applications for shopping, payments, and food and beverage ordering. Simultaneously, VinID seeks to improve the user experience on its current application by directly listening to all brand discussions across social media. To help VinID solve this challenge, Kompa provides a solution to measure brand health on social media on a monthly basis, accelerating VinID's journey to becoming one of the most popular smart applications used in Vietnam. Refer to the following data on smart application usage trends to research social media feedback and in-app user experiences. This data is part of the periodic Brand Health Check report series, collected from August 1–30, 2022. Retail Discussion Trends Top 4 Prominent Retail Applications VinID, F99 Việt Nam, TikiNGON, and Grab Mart are the four most discussed applications regarding the retail topic. VinID accounted for 10% of total discussions with the [Shopping Guide] "Celebrate Mid-Autumn Festival – Grab Massive Deals" program, while TikiNGON and GrabMart accounted for 21% and 24% of total discussions, respectively, through interactive minigames and mentions on partner fanpages. F99 Việt Nam accounted for 45% of the total 4,729 discussions through sales livestreams on the application's fanpage.
While brands are currently focusing on existing customer segments, a new generation is gradually shaping future consumer trends. They are not merely consumers but tech-savvy individuals capable of deep understanding and connection within the digital world. This is Gen Alpha – a generation that any business cannot afford to ignore if they want to dominate the future market.
Gen Alpha refers to the generation born between 2010 and 2024, the first generation to grow up in the digital era with the presence of smartphones and social media from a very young age. The name “Alpha” marks a new beginning, representing a completely different cycle compared to previous generations, and they will be the pioneers of the digital consumer future.
Key highlights of Gen Alpha
True digital citizens: Gen Alpha grows up alongside the rapid advancement of technology and knows how to maximize these utilities. They are proficient with digital devices and use them not only for entertainment but also for learning and connecting.
Potential economic influence: In Vietnam, Gen Alpha accounts for approximately 22% of the population, or about 21.9 million people. When they join the workforce, their economic influence will be incredibly powerful, driving the entire economy.
Digital transformation: Gen Alpha is accelerating the process of digital transformation, changing the way businesses interact with consumers.
Inheritance from Gen Z: Much like Gen Z, Gen Alpha was born and raised in the digital age. Both generations view technology as an essential part of life, but Gen Alpha excels with earlier and deeper access to technological tools such as AI, social media, and digital content. This makes them more authentic “digital natives” than ever before.
Differences from Gen Z: While Gen Z tends to care about social issues and sustainability, Gen Alpha focuses more on personalization and visual interaction. Gen Alpha may have shorter attention spans but demand highly engaging and aesthetically pleasing experiences.
Gen Alpha are also content creators who interact strongly with online communities, opening up great opportunities for businesses to leverage influencer marketing and create engaging digital content.
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