Asia Retail Rankings: Vietnamese electronics brands enter Top 15

Inside Retail Asia has released its inaugural Brand Conviction Index, a ranking of the top 100 retailers in Asia based on consumer trust, current customer base, and recommendation intent. The index utilized over 70,000 consumer interviews across 11 Asian markets and 12 months of YouGov BrandIndex data.

Rolex secured the top position, followed by e-commerce platforms JD.com, Flipkart, and Shopee. The rankings highlight a significant gap between current ownership and consumer desire, particularly for luxury brands.

Vietnamese retailers showed strong performance, particularly in the electronics and household appliance sectors. Three Vietnamese brands placed within the top 15: FPT Shop (11th), Điện Máy Xanh (12th), and Thế Giới Di Động (14th). Other Vietnamese companies appearing in the top 100 include Viettel Store (30th), Nguyễn Kim (53rd), Chợ Lớn (71st), and MediaMart (100th). The report notes that Vietnamese electronics retailers account for seven of the ten domestic brands featured in the top 100 for their category.