VietNamNet Bridge – Vietnamese favorer scooters and iPhones not because of their wonderful features, but because they like the designs and the fames.

As for the majority of Vietnamese, the words “engine,” or “cylinder capacity” don’t have much significance. The features, which in their eyes are “complicated scientific terms used only by scientists,” are just for reference to be sure that the products utilize the most advanced technologies. They are not the decisive factors that prompt Vietnamese consumers buy not refuse to buy things.

Analysts have noted that the success and failure of the motorbike manufacturers in Vietnam, in both the popular and high end scooter market segments, depend on the designs of the products, especially the style and the convenience.

The stories of Honda SH, Piaggio and Vespa can prove this. The Japanese scooter model has gained brilliant success thanks to the impressive design.

Before Honda SH turned up in Vietnam, Dylan and @ models were most favored in the domestic market. However, the “Dylan fever” and “@ fever” existed only 2-3 years. Meanwhile, SH still has been leading the high end scooter market for a long time.

Honda’s SH has impressive designs, which could be suitable to any drivers, men and women, old or young. Meanwhile, Dylan is believed to be more suitable to middle aged people, while     @ for the youth.

The design of SH is believed to go in line with any color, black or white, green or grey which can create different styles. Meanwhile, its brothers, Dylan, looks best in red color, while @ should be painted white to be more outstanding.

Dung, an import motorbike dealer, noted that Vietnamese consumers choose to buy things on their feelings about the designs and colors. The visitors to his shop do not ask about the features of products, but to consider what colors would be the best to them.

This explains why a lot of people are willing to pay VND10 million additionally to the retail price to be able to obtain the motorbikes with wanted colors.

As for Vespa, the European design has been conquering the hearts of the choosiest clients. In Vietnamese thoughts, Vespa means beauty, luxury, while Vietnamese do not care about the noise of the engine or the problems of the steering wheels.

In Vietnam, the design of products has always been set up as the most important thing to consider, which is above the product’s operation features. And once the design can conquer the hearts of consumers, other problems would become minor.

Analysts have noted that if Honda Lead is launched in Europe or the US, the model would not catch the special attention from the public. A lot of Vietnamese women said they buy Honda Lead just because of the large U-box which allows them to put many things into it, from helmets to cosmetics or raincoats. The convenience alone can persuade women to choose the model and ignore other disadvantages.

Honda has launched SH Mode into the market, which is the direct rival to Piaggio Liberty. However, the products have not been selling well just because, as a HEAD’s salesman pointed out, the design and the color are not impressive enough.

Eleven years ago, Yamaha gained great successes in Vietnam also thanks to the impressive design of Nouvo model. Honda, which realized that the sportive design of Nouvo helped Yamaha expand the market share, decided to launch Air Blade model five years later, which also has impressive design, targeting the youth.

VNE