{"id":376,"date":"2025-09-22T09:29:31","date_gmt":"2025-09-22T02:29:31","guid":{"rendered":"http:\/\/showthemes.com\/mondree-demo\/?p=376"},"modified":"2025-10-16T11:29:38","modified_gmt":"2025-10-16T04:29:38","slug":"top-10-cong-ty-nganh-thuc-pham-do-uong-nam-2025","status":"publish","type":"post","link":"https:\/\/event.vietnamreport.net.vn\/profit500\/blog\/2025\/09\/22\/top-10-cong-ty-nganh-thuc-pham-do-uong-nam-2025\/","title":{"rendered":"Top 10 C\u00f4ng ty uy t\u00edn ng\u00e0nh Th\u1ef1c ph\u1ea9m – \u0110\u1ed3 u\u1ed1ng n\u0103m 2025"},"content":{"rendered":"

Ng\u00e0y 22\/09\/2025, Vietnam Report ch\u00ednh th\u1ee9c c\u00f4ng b\u1ed1 Top 10 C\u00f4ng ty uy t\u00edn ng\u00e0nh Th\u1ef1c ph\u1ea9m – \u0110\u1ed3 u\u1ed1ng n\u0103m 2025. L\u1ec5 t\u00f4n vinh c\u00e1c doanh nghi\u1ec7p ti\u00eau bi\u1ec3u s\u1ebd di\u1ec5n ra v\u00e0o th\u00e1ng 10\/2025 t\u1ea1i H\u00e0 N\u1ed9i.<\/strong><\/p>\n

\u00a0<\/em><\/strong><\/p>\n

Top 10 C\u00f4ng ty uy t\u00edn ng\u00e0nh Th\u1ef1c ph\u1ea9m – \u0110\u1ed3 u\u1ed1ng n\u0103m 2025 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean c\u00e1c nguy\u00ean t\u1eafc khoa h\u1ecdc v\u00e0 kh\u00e1ch quan. C\u00e1c c\u00f4ng ty \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1, x\u1ebfp h\u1ea1ng d\u1ef1a tr\u00ean ba ti\u00eau ch\u00ed ch\u00ednh: (1) N\u0103ng l\u1ef1c t\u00e0i ch\u00ednh th\u1ec3 hi\u1ec7n tr\u00ean b\u00e1o c\u00e1o t\u00e0i ch\u00ednh n\u0103m g\u1ea7n nh\u1ea5t; (2) Uy t\u00edn truy\u1ec1n th\u00f4ng \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 b\u1eb1ng ph\u01b0\u01a1ng ph\u00e1p Media Coding (m\u00e3 h\u00f3a c\u00e1c b\u00e0i vi\u1ebft v\u1ec1 c\u00f4ng ty tr\u00ean c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng c\u00f3 \u1ea3nh h\u01b0\u1edfng); (3) Kh\u1ea3o s\u00e1t \u0111\u1ed1i t\u01b0\u1ee3ng nghi\u00ean c\u1ee9u v\u00e0 c\u00e1c b\u00ean li\u00ean quan \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n trong th\u00e1ng 08\/2025.<\/p>\n

Danh s\u00e1ch 1: Top 10 C\u00f4ng ty Th\u1ef1c ph\u1ea9m uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: S\u1eefa v\u00e0 s\u1ea3n ph\u1ea9m t\u1eeb s\u1eefa<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

Danh s\u00e1ch 2: Top 10 C\u00f4ng ty Th\u1ef1c ph\u1ea9m uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: B\u00e1nh k\u1eb9o v\u00e0 th\u1ef1c ph\u1ea9m dinh d\u01b0\u1ee1ng kh\u00e1c<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

Danh s\u00e1ch 3: Top 10 C\u00f4ng ty Th\u1ef1c ph\u1ea9m uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: \u0110\u01b0\u1eddng, n\u01b0\u1edbc ch\u1ea5m, gia v\u1ecb<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

Danh s\u00e1ch 4: Top 5 C\u00f4ng ty Th\u1ef1c ph\u1ea9m uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: D\u1ea7u \u0103n<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

Danh s\u00e1ch 5: Top 5 C\u00f4ng ty Th\u1ef1c ph\u1ea9m uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: Th\u1ef1c ph\u1ea9m kh\u00f4, \u0111\u1ed3 \u0103n li\u1ec1n<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/a><\/p>\n

Danh s\u00e1ch 6: Top 5 C\u00f4ng ty Th\u1ef1c ph\u1ea9m uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: Th\u1ef1c ph\u1ea9m t\u01b0\u01a1i s\u1ed1ng, \u0111\u00f4ng l\u1ea1nh<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

Danh s\u00e1ch 7: Top 5 C\u00f4ng ty Th\u1ef1c ph\u1ea9m uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: Th\u1ef1c ph\u1ea9m s\u01a1 ch\u1ebf, ch\u1ebf bi\u1ebfn s\u1eb5n<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

Danh s\u00e1ch 8: Top 5 C\u00f4ng ty uy t\u00edn c\u1ea1nh tranh qu\u1ed1c t\u1ebf – Ng\u00e0nh Th\u1ee7y s\u1ea3n n\u0103m 2025<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

Danh s\u00e1ch 9: Top 5 C\u00f4ng ty \u0110\u1ed3 u\u1ed1ng uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: \u0110\u1ed3 u\u1ed1ng c\u00f3 c\u1ed3n<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

Danh s\u00e1ch 10: Top 10 C\u00f4ng ty \u0110\u1ed3 u\u1ed1ng uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: \u0110\u1ed3 u\u1ed1ng kh\u00f4ng c\u1ed3n<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

Danh s\u00e1ch 11: Top 5 C\u00f4ng ty D\u1ecbch v\u1ee5 \u0103n u\u1ed1ng uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: Chu\u1ed7i nh\u00e0 h\u00e0ng, d\u1ecbch v\u1ee5 \u0111\u1ed3 \u0103n, nh\u01b0\u1ee3ng quy\u1ec1n<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

Danh s\u00e1ch 12: Top 5 C\u00f4ng ty D\u1ecbch v\u1ee5 \u0103n u\u1ed1ng uy t\u00edn n\u0103m 2025 – Nh\u00f3m ng\u00e0nh: Chu\u1ed7i c\u1eeda h\u00e0ng caf\u00e9, d\u1ecbch v\u1ee5 \u0111\u1ed3 u\u1ed1ng, nh\u01b0\u1ee3ng quy\u1ec1n<\/strong><\/p>\n

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Ngu\u1ed3n: Vietnam Report<\/em><\/p>\n

T\u1ed5ng quan v\u1ec1 ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a doanh nghi\u1ec7p ng\u00e0nh Th\u1ef1c ph\u1ea9m – \u0110\u1ed3 u\u1ed1ng<\/strong><\/p>\n

N\u0103m 2024 ghi d\u1ea5u m\u1ed9t giai \u0111o\u1ea1n \u0111\u1ea7y bi\u1ebfn \u0111\u1ed9ng v\u1edbi n\u1ec1n kinh t\u1ebf Vi\u1ec7t Nam n\u00f3i chung v\u00e0 ng\u00e0nh Th\u1ef1c ph\u1ea9m \u2013 \u0110\u1ed3 u\u1ed1ng (F&B) n\u00f3i ri\u00eang. Th\u1ecb tr\u01b0\u1eddng ti\u00eau d\u00f9ng n\u1ed9i \u0111\u1ecba ch\u1ee9ng ki\u1ebfn s\u1ef1 suy gi\u1ea3m s\u1ee9c mua r\u00f5 r\u1ec7t, \u0111\u1eb7c bi\u1ec7t trong n\u1eeda cu\u1ed1i n\u0103m, g\u00e2y \u00e1p l\u1ef1c l\u1edbn l\u00ean doanh thu c\u1ee7a doanh nghi\u1ec7p. M\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh c\u0169ng tr\u1edf n\u00ean kh\u1ed1c li\u1ec7t h\u01a1n, khi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i \u0111\u1ecba kh\u00f4ng ch\u1ec9 ph\u1ea3i \u0111\u1ed1i \u0111\u1ea7u v\u1edbi nhau m\u00e0 c\u00f2n v\u1edbi c\u00e1c t\u1eadp \u0111o\u00e0n \u0111a qu\u1ed1c gia s\u1edf h\u1eefu ti\u1ec1m l\u1ef1c t\u00e0i ch\u00ednh v\u00e0 c\u00f4ng ngh\u1ec7 v\u01b0\u1ee3t tr\u1ed9i. C\u00f9ng l\u00fac \u0111\u00f3, gi\u00e1 nguy\u00ean v\u1eadt li\u1ec7u li\u00ean t\u1ee5c leo thang khi\u1ebfn chi ph\u00ed s\u1ea3n xu\u1ea5t \u0111\u1ed9i l\u00ean, thu h\u1eb9p bi\u00ean l\u1ee3i nhu\u1eadn v\u1ed1n \u0111\u00e3 mong manh. \u0110\u00e1ng ch\u00fa \u00fd, t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c t\u1eeb b\u00e3o Yagi trong qu\u00fd III\/2024 kh\u00f4ng ch\u1ec9 l\u00e0m suy gi\u1ea3m thu nh\u1eadp h\u1ed9 gia \u0111\u00ecnh, m\u00e0 c\u00f2n k\u00e9o theo s\u1ef1 thay \u0111\u1ed5i trong th\u00f3i quen chi ti\u00eau, khi\u1ebfn b\u1ee9c tranh ti\u00eau d\u00f9ng v\u1ed1n \u1ea3m \u0111\u1ea1m c\u00e0ng th\u00eam nhi\u1ec1u gam m\u00e0u x\u00e1m.<\/p>\n

M\u1eb7c d\u00f9 ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi h\u00e0ng lo\u1ea1t th\u00e1ch th\u1ee9c, c\u00e1c doanh nghi\u1ec7p ng\u00e0nh F&B v\u1eabn th\u1ec3 hi\u1ec7n quy\u1ebft t\u00e2m v\u01b0\u1ee3t kh\u00f3 v\u00e0 \u0111\u00e3 g\u1eb7t h\u00e1i \u2018tr\u00e1i ng\u1ecdt\u2019 v\u1edbi m\u1ee9c doanh thu to\u00e0n ng\u00e0nh \u0111\u1ea1t 688,8 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng, t\u0103ng 16,6% so v\u1edbi n\u0103m 2023. B\u1ee9c tranh kinh doanh c\u0169ng c\u00f3 s\u1ef1 kh\u1edfi s\u1eafc r\u00f5 r\u1ec7t, 67,2% doanh nghi\u1ec7p tham gia kh\u1ea3o s\u00e1t c\u1ee7a Vietnam Report cho bi\u1ebft doanh thu t\u0103ng tr\u01b0\u1edfng, trong khi t\u1ef7 l\u1ec7 suy gi\u1ea3m ch\u1ec9 c\u00f2n 21,2%. \u1ede kh\u00eda c\u1ea1nh l\u1ee3i nhu\u1eadn, 55,9% doanh nghi\u1ec7p ghi nh\u1eadn m\u1ee9c t\u0103ng \u2013 cao h\u01a1n 12 \u0111i\u1ec3m ph\u1ea7n tr\u0103m so v\u1edbi n\u0103m tr\u01b0\u1edbc \u2013 trong khi t\u1ef7 l\u1ec7 suy gi\u1ea3m c\u00f2n 38,6%. Nh\u1eefng con s\u1ed1 n\u00e0y cho th\u1ea5y ng\u00e0nh F&B kh\u00f4ng ch\u1ec9 ph\u1ee5c h\u1ed3i m\u1ea1nh m\u1ebd m\u00e0 c\u00f2n n\u00e2ng cao kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng trong m\u1ed9t m\u00f4i tr\u01b0\u1eddng kinh doanh \u0111\u1ea7y bi\u1ebfn \u0111\u1ed9ng.<\/p>\n

H\u00ecnh 1: \u0110\u00e1nh gi\u00e1 doanh thu v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p F&B so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc<\/em><\/p>\n

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Ngu\u1ed3n: Vietnam Report, Th\u1ed1ng k\u00ea t\u1eeb B\u1ea3ng x\u1ebfp h\u1ea1ng Th\u1ef1c ph\u1ea9m \u2013 \u0110\u1ed3 u\u1ed1ng 2025, giai \u0111o\u1ea1n 2023-2025<\/em><\/p>\n

B\u01b0\u1edbc sang n\u0103m 2025, tri\u1ec3n v\u1ecdng c\u1ee7a ng\u00e0nh F&B \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1 nh\u1edd lo\u1ea1t t\u00edn hi\u1ec7u t\u00edch c\u1ef1c t\u1eeb kinh t\u1ebf v\u0129 m\u00f4. Trong 6 th\u00e1ng \u0111\u1ea7u n\u0103m, GDP Vi\u1ec7t Nam t\u0103ng 7,52% \u2013 m\u1ee9c cao nh\u1ea5t trong g\u1ea7n 20 n\u0103m, kh\u1eb3ng \u0111\u1ecbnh s\u1ee9c b\u1eadt m\u1ea1nh m\u1ebd c\u1ee7a n\u1ec1n kinh t\u1ebf. Song song \u0111\u00f3, m\u00f4i tr\u01b0\u1eddng kinh doanh ti\u1ebfp t\u1ee5c s\u00f4i \u0111\u1ed9ng khi ch\u1ec9 trong 8 th\u00e1ng \u0111\u00e3 c\u00f3 h\u01a1n 128.182 doanh nghi\u1ec7p th\u00e0nh l\u1eadp m\u1edbi, t\u0103ng 15,7% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc; ri\u00eang nh\u00f3m d\u1ecbch v\u1ee5 l\u01b0u tr\u00fa v\u00e0 \u0103n u\u1ed1ng ghi nh\u1eadn m\u1ee9c t\u0103ng 12,7%. \u1ede kh\u1ed1i s\u1ea3n xu\u1ea5t, ch\u1ec9 s\u1ed1 IIP ng\u00e0nh ch\u1ebf bi\u1ebfn th\u1ef1c ph\u1ea9m t\u0103ng 10,1% v\u00e0 ng\u00e0nh \u0111\u1ed3 u\u1ed1ng t\u0103ng 2,6%. Nh\u1eefng con s\u1ed1 n\u00e0y kh\u00f4ng ch\u1ec9 ph\u1ea3n \u00e1nh s\u1ef1 ph\u1ee5c h\u1ed3i, m\u00e0 c\u00f2n cho th\u1ea5y n\u1ec1n t\u1ea3ng t\u0103ng tr\u01b0\u1edfng ng\u00e0y c\u00e0ng v\u1eefng ch\u1eafc, t\u1ea1o d\u01b0 \u0111\u1ecba \u0111\u1ec3 ng\u00e0nh F&B m\u1edf r\u1ed9ng v\u00e0 gia t\u0103ng s\u1ee9c c\u1ea1nh tranh trong giai \u0111o\u1ea1n t\u1edbi.<\/p>\n

Trong 6 th\u00e1ng \u0111\u1ea7u n\u0103m 2025, b\u1ee9c tranh kinh doanh c\u1ee7a ng\u00e0nh F&B cho th\u1ea5y s\u1ef1 ph\u00e2n h\u00f3a r\u00f5 n\u00e9t. V\u1ec1 doanh thu, ch\u1ec9 c\u00f2n 38,7% doanh nghi\u1ec7p thu\u1ed9c \u0111\u1ed1i t\u01b0\u1ee3ng nghi\u00ean c\u1ee9u c\u1ee7a Vietnam Report ghi nh\u1eadn t\u0103ng tr\u01b0\u1edfng, th\u1ea5p h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi m\u1ee9c 61,3% c\u1ee7a c\u00f9ng k\u1ef3 2024, trong khi t\u1ef7 l\u1ec7 suy gi\u1ea3m t\u0103ng v\u1ecdt l\u00ean 45,2%. K\u1ebft qu\u1ea3 n\u00e0y ph\u1ea3n chi\u1ebfu nh\u1eefng \u00e1p l\u1ef1c ng\u00e0y c\u00e0ng l\u1edbn khi s\u1ee9c mua ch\u1eefng l\u1ea1i, m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh trong ng\u00e0nh ng\u00e0y c\u00e0ng gay g\u1eaft, c\u00f9ng v\u1edbi c\u00e1c v\u1ea5n \u0111\u1ec1 li\u00ean quan \u0111\u1ebfn v\u1ec7 sinh an to\u00e0n th\u1ef1c ph\u1ea9m khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1eadn tr\u1ecdng h\u01a1n trong l\u1ef1a ch\u1ecdn. Tr\u00e1i ng\u01b0\u1ee3c v\u1edbi t\u00ecnh h\u00ecnh \u1ea3m \u0111\u1ea3m c\u1ee7a doanh thu, l\u1ee3i nhu\u1eadn l\u1ea1i ghi nh\u1eadn t\u00edn hi\u1ec7u kh\u1ea3 quan h\u01a1n v\u1edbi 61,3% doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng, cao h\u01a1n nhi\u1ec1u so v\u1edbi m\u1ee9c 48,4% c\u1ee7a c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc, trong khi t\u1ef7 l\u1ec7 suy gi\u1ea3m ch\u1ec9 c\u00f2n 35,5%. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y nhi\u1ec1u doanh nghi\u1ec7p \u0111\u00e3 ch\u1ee7 \u0111\u1ed9ng t\u1ed1i \u01b0u h\u00f3a v\u1eadn h\u00e0nh, ki\u1ec3m so\u00e1t chi ph\u00ed v\u00e0 \u0111i\u1ec1u ch\u1ec9nh danh m\u1ee5c s\u1ea3n ph\u1ea9m, t\u1eeb \u0111\u00f3 duy tr\u00ec hi\u1ec7u qu\u1ea3 sinh l\u1eddi ngay c\u1ea3 trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng nhi\u1ec1u bi\u1ebfn \u0111\u1ed9ng.<\/p>\n

Ba \u0111\u1ed9ng l\u1ef1c m\u1edbi \u0111\u1ecbnh h\u00ecnh t\u0103ng tr\u01b0\u1edfng ng\u00e0nh F&B<\/strong><\/p>\n

H\u00ecnh 2: Nh\u1eefng \u0111\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng c\u1ee7a doanh nghi\u1ec7p F&B<\/em><\/p>\n

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Ngu\u1ed3n: Vietnam Report, T\u1ed5ng h\u1ee3p Kh\u1ea3o s\u00e1t doanh nghi\u1ec7p F&B, th\u00e1ng 08\/2025<\/em><\/p>\n

D\u00f9 th\u00e1ch th\u1ee9c v\u1eabn ph\u1ee7 b\u00f3ng l\u00ean n\u1eeda \u0111\u1ea7u n\u0103m, th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 xu\u1ea5t hi\u1ec7n nh\u1eefng \u0111\u1ed9ng l\u1ef1c m\u1edbi h\u1ee9a h\u1eb9n m\u1edf ra qu\u1ef9 \u0111\u1ea1o t\u0103ng tr\u01b0\u1edfng cho ng\u00e0nh trong giai \u0111o\u1ea1n t\u1edbi. K\u1ebft qu\u1ea3 kh\u1ea3o s\u00e1t c\u1ee7a Vietnam Report ch\u1ec9 ra ba \u0111\u1ed9ng l\u1ef1c quan tr\u1ecdng \u0111ang d\u1eabn d\u1eaft t\u0103ng tr\u01b0\u1edfng c\u1ee7a doanh nghi\u1ec7p F&B, trong \u0111\u00f3 n\u1ed5i b\u1eadt nh\u1ea5t l\u00e0 s\u1ef1 gia t\u0103ng nhu c\u1ea7u th\u1ef1c ph\u1ea9m t\u1ed1t cho s\u1ee9c kh\u1ecfe v\u00e0 b\u1ec1n v\u1eefng, \u0111\u01b0\u1ee3c 89,9% doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn cho th\u1ea5y \u0111\u00e2y kh\u00f4ng c\u00f2n l\u00e0 m\u1ed9t xu h\u01b0\u1edbng nh\u1ea5t th\u1eddi, m\u00e0 \u0111\u00e3 tr\u1edf th\u00e0nh \u201cchu\u1ea9n m\u1ef1c m\u1edbi\u201d trong ti\u00eau d\u00f9ng. Ng\u01b0\u1eddi d\u00e2n sau giai \u0111o\u1ea1n s\u1ed1ng chung v\u1edbi d\u1ecbch b\u1ec7nh ng\u00e0y c\u00e0ng \u01b0u ti\u00ean c\u00e1c s\u1ea3n ph\u1ea9m t\u1ed1t cho s\u1ee9c kh\u1ecfe, \u0111\u1ed3ng th\u1eddi \u0111\u00f2i h\u1ecfi t\u00ednh minh b\u1ea1ch, ngu\u1ed3n g\u1ed1c r\u00f5 r\u00e0ng v\u00e0 tr\u00e1ch nhi\u1ec7m m\u00f4i tr\u01b0\u1eddng t\u1eeb doanh nghi\u1ec7p. B\u00ean c\u1ea1nh \u0111\u00f3, 64,7% doanh nghi\u1ec7p nh\u1ea5n m\u1ea1nh y\u1ebfu t\u1ed1 \u1ed5n \u0111\u1ecbnh chi ph\u00ed nguy\u00ean li\u1ec7u v\u00e0 v\u1eadn h\u00e0nh. Trong ng\u00e0nh F&B, bi\u00ean l\u1ee3i nhu\u1eadn th\u01b0\u1eddng kh\u00f4ng cao, n\u00ean b\u1ea5t k\u1ef3 bi\u1ebfn \u0111\u1ed9ng n\u00e0o v\u1ec1 gi\u00e1 nguy\u00ean li\u1ec7u hay chi ph\u00ed logistics \u0111\u1ec1u t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn hi\u1ec7u qu\u1ea3 kinh doanh. S\u1ef1 \u01b0u ti\u00ean n\u00e0y ph\u1ea3n \u00e1nh n\u1ed7i lo th\u01b0\u1eddng tr\u1ef1c v\u1ec1 bi\u1ebfn \u0111\u1ed9ng gi\u00e1 h\u00e0ng h\u00f3a to\u00e0n c\u1ea7u v\u00e0 r\u1ee7i ro chu\u1ed7i cung \u1ee9ng, \u0111\u1ed3ng th\u1eddi cho th\u1ea5y chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng kh\u00f4ng ch\u1ec9 n\u1eb1m \u1edf s\u1ea3n ph\u1ea9m, m\u00e0 c\u00f2n \u1edf kh\u1ea3 n\u0103ng qu\u1ea3n tr\u1ecb chi ph\u00ed hi\u1ec7u qu\u1ea3. Nh\u1eefng doanh nghi\u1ec7p \u0111\u1ea7u t\u01b0 v\u00e0o c\u00f4ng ngh\u1ec7 qu\u1ea3n l\u00fd, s\u1ed1 h\u00f3a chu\u1ed7i cung \u1ee9ng ho\u1eb7c \u0111a d\u1ea1ng h\u00f3a ngu\u1ed3n cung s\u1ebd c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh r\u00f5 r\u1ec7t. Cu\u1ed1i c\u00f9ng, 55,4% doanh nghi\u1ec7p coi d\u00e2n s\u1ed1 tr\u1ebb v\u00e0 s\u1ef1 thay \u0111\u1ed5i trong th\u00f3i quen ti\u00eau d\u00f9ng l\u00e0 \u0111\u1ed9ng l\u1ef1c \u0111\u00e1ng ch\u00fa \u00fd. V\u1edbi l\u1ee3i th\u1ebf \u201cd\u00e2n s\u1ed1 v\u00e0ng\u201d, \u0111\u1eb7c bi\u1ec7t l\u00e0 Gen Z v\u00e0 Millennials, th\u1ecb tr\u01b0\u1eddng \u0111ang ch\u1ee9ng ki\u1ebfn s\u1ef1 d\u1ecbch chuy\u1ec3n r\u00f5 r\u1ec7t: t\u1eeb \u01b0u ti\u00ean gi\u00e1 sang \u01b0u ti\u00ean tr\u1ea3i nghi\u1ec7m, t\u1eeb s\u1ea3n ph\u1ea9m \u0111\u1ea1i tr\u00e0 sang s\u1ea3n ph\u1ea9m c\u00e1 nh\u00e2n h\u00f3a v\u00e0 ti\u1ec7n l\u1ee3i. \u0110\u00e2y ch\u00ednh l\u00e0 \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y doanh nghi\u1ec7p F&B t\u0103ng c\u01b0\u1eddng \u0111\u1ed5i m\u1edbi s\u00e1ng t\u1ea1o, \u0111\u1ea9y m\u1ea1nh truy\u1ec1n th\u00f4ng s\u1ed1 v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u g\u1eafn li\u1ec1n v\u1edbi gi\u00e1 tr\u1ecb c\u1ee7a th\u1ebf h\u1ec7 tr\u1ebb.<\/p>\n

T\u1ed5ng h\u00f2a ba y\u1ebfu t\u1ed1 n\u00e0y cho th\u1ea5y tri\u1ec3n v\u1ecdng t\u0103ng tr\u01b0\u1edfng c\u1ee7a ng\u00e0nh F&B trong giai \u0111o\u1ea1n t\u1edbi \u0111\u01b0\u1ee3c d\u1eabn d\u1eaft kh\u00f4ng ch\u1ec9 b\u1edfi n\u0103ng l\u1ef1c n\u1ed9i t\u1ea1i c\u1ee7a doanh nghi\u1ec7p m\u00e0 c\u00f2n b\u1edfi s\u1ef1 chuy\u1ec3n d\u1ecbch r\u00f5 r\u1ec7t t\u1eeb ph\u00eda th\u1ecb tr\u01b0\u1eddng. V\u00e0 ch\u00ednh \u1edf \u0111\u00e2y, h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1edf th\u00e0nh \u0111i\u1ec3m m\u1ea5u ch\u1ed1t: k\u1ef3 v\u1ecdng t\u00e0i ch\u00ednh, m\u1ee9c \u0111\u1ed9 s\u1eb5n s\u00e0ng chi ti\u00eau v\u00e0 s\u1ef1 thay \u0111\u1ed5i trong \u01b0u ti\u00ean mua s\u1eafm s\u1ebd quy\u1ebft \u0111\u1ecbnh doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c nh\u1eefng \u0111\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng m\u1edbi \u0111\u1ebfn \u0111\u00e2u.<\/p>\n

K\u1ef3 v\u1ecdng t\u00e0i ch\u00ednh h\u1ed3i ph\u1ee5c, s\u1ea3n ph\u1ea9m thi\u1ebft y\u1ebfu d\u1eabn d\u1eaft d\u00f2ng ti\u1ec1n ti\u00eau d\u00f9ng<\/strong><\/p>\n

H\u00ecnh 3: D\u1ef1 ki\u1ebfn t\u00ecnh h\u00ecnh t\u00e0i ch\u00ednh trong h\u1ed9 gia \u0111\u00ecnh 12 th\u00e1ng s\u1eafp t\u1edbi<\/em><\/p>\n

\"\"<\/em><\/p>\n

Ngu\u1ed3n: Vietnam Report, T\u1ed5ng h\u1ee3p Kh\u1ea3o s\u00e1t ng\u01b0\u1eddi ti\u00eau d\u00f9ng F&B, th\u00e1ng 08\/2021-08\/2025<\/em><\/p>\n

K\u1ebft qu\u1ea3 kh\u1ea3o s\u00e1t ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a Vietnam Report cho th\u1ea5y r\u00f5 s\u1ef1 thay \u0111\u1ed5i trong t\u00e2m l\u00fd t\u00e0i ch\u00ednh c\u1ee7a ng\u01b0\u1eddi d\u00e2n. N\u0103m 2024, c\u00f3 \u0111\u1ebfn 24,4% ng\u01b0\u1eddi d\u00e2n v\u1eabn gi\u1eef t\u00e2m th\u1ebf th\u1eadn tr\u1ecdng trong chi ti\u00eau khi cho r\u1eb1ng thu nh\u1eadp c\u1ee7a gia \u0111\u00ecnh s\u1ebd suy gi\u1ea3m trong th\u1eddi gian t\u1edbi. Tuy nhi\u00ean, sang n\u0103m 2025, ni\u1ec1m tin \u0111\u00e3 c\u00f3 s\u1ef1 chuy\u1ec3n bi\u1ebfn \u0111\u00e1ng k\u1ec3. T\u1ef7 l\u1ec7 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tin r\u1eb1ng t\u00ecnh h\u00ecnh s\u1ebd \u201ct\u1ed1t h\u01a1n m\u1ed9t ch\u00fat\u201d t\u0103ng v\u1ecdt l\u00ean 58,7%, m\u1ee9c cao nh\u1ea5t trong giai \u0111o\u1ea1n 2021-2025 v\u00e0 cao h\u01a1n h\u1eb3n so v\u1edbi con s\u1ed1 34,8% c\u1ee7a n\u0103m 2024, trong khi nh\u00f3m bi quan gi\u1ea3m xu\u1ed1ng ch\u1ec9 c\u00f2n 10,5%. S\u1ef1 d\u1ecbch chuy\u1ec3n n\u00e0y minh ch\u1ee9ng cho vi\u1ec7c k\u1ef3 v\u1ecdng t\u00e0i ch\u00ednh h\u1ed9 gia \u0111\u00ecnh \u0111ang d\u1ea7n c\u1ea3i thi\u1ec7n v\u00e0 ni\u1ec1m tin v\u00e0o tri\u1ec3n v\u1ecdng kinh t\u1ebf \u2013 x\u00e3 h\u1ed9i \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1, d\u00f9 ph\u1ea7n l\u1edbn v\u1eabn \u1edf m\u1ee9c l\u1ea1c quan v\u1eeba ph\u1ea3i, ch\u01b0a b\u00f9ng n\u1ed5 nh\u01b0ng \u0111\u00e2y v\u1eabn l\u00e0 ch\u1ec9 d\u1ea5u quan tr\u1ecdng cho th\u1ea5y xu h\u01b0\u1edbng chi ti\u00eau s\u1ebd ph\u1ee5c h\u1ed3i trong n\u1eeda cu\u1ed1i n\u0103m 2025, \u0111\u1eb7c bi\u1ec7t \u1edf nh\u1eefng m\u1eb7t h\u00e0ng thi\u1ebft y\u1ebfu v\u00e0 ti\u00eau d\u00f9ng th\u01b0\u1eddng nh\u1eadt.<\/p>\n

H\u00ecnh 4: S\u1ef1 thay \u0111\u1ed5i ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi t\u1eebng nh\u00f3m Th\u1ef1c ph\u1ea9m \u2013 \u0110\u1ed3 u\u1ed1ng<\/em><\/p>\n

\"\"<\/strong><\/p>\n

Ngu\u1ed3n: Vietnam Report, T\u1ed5ng h\u1ee3p Kh\u1ea3o s\u00e1t ng\u01b0\u1eddi ti\u00eau d\u00f9ng F&B, th\u00e1ng 08\/2025<\/em><\/p>\n

S\u1ef1 thay \u0111\u1ed5i trong t\u00e2m l\u00fd n\u00e0y c\u0169ng th\u1ec3 hi\u1ec7n r\u00f5 qua m\u1ee9c \u0111\u1ed9 \u01b0u ti\u00ean chi ti\u00eau gi\u1eefa c\u00e1c nh\u00f3m th\u1ef1c ph\u1ea9m. Nh\u1eefng s\u1ea3n ph\u1ea9m g\u1eafn li\u1ec1n v\u1edbi nhu c\u1ea7u thi\u1ebft y\u1ebfu v\u00e0 s\u1ee9c kh\u1ecfe nh\u01b0 s\u1eefa v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m t\u1eeb s\u1eefa \u0111\u01b0\u1ee3c \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u, khi c\u00f3 t\u1edbi 53,0% ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho bi\u1ebft s\u1ebd t\u0103ng chi ti\u00eau, trong khi ch\u1ec9 8,1% gi\u1ea3m xu\u1ed1ng. \u0110\u00e2y l\u00e0 minh ch\u1ee9ng cho xu h\u01b0\u1edbng gia t\u0103ng \u0111\u1ea7u t\u01b0 v\u00e0o dinh d\u01b0\u1ee1ng v\u00e0 s\u1ee9c kh\u1ecfe, coi \u0111\u00e2y l\u00e0 kho\u1ea3n chi kh\u00f4ng th\u1ec3 c\u1eaft gi\u1ea3m ngay c\u1ea3 khi \u00e1p l\u1ef1c t\u00e0i ch\u00ednh c\u00f2n hi\u1ec7n h\u1eefu. T\u01b0\u01a1ng t\u1ef1, nh\u00f3m th\u1ef1c ph\u1ea9m t\u01b0\u01a1i v\u00e0 \u0111\u00f4ng l\u1ea1nh c\u0169ng duy tr\u00ec s\u1ee9c h\u00fat m\u1ea1nh m\u1ebd v\u1edbi 43,7% d\u1ef1 ki\u1ebfn chi ti\u00eau cao h\u01a1n. Ng\u01b0\u1ee3c l\u1ea1i, c\u00e1c nh\u00f3m th\u1ef1c ph\u1ea9m ph\u1ee5 tr\u1ee3 nh\u01b0 d\u1ea7u \u0103n, n\u01b0\u1edbc ch\u1ea5m v\u00e0 gia v\u1ecb l\u1ea1i kh\u00f4ng ghi nh\u1eadn s\u1ef1 d\u1ecbch chuy\u1ec3n \u0111\u00e1ng k\u1ec3, khi h\u01a1n 64% ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u1eef nguy\u00ean m\u1ee9c chi ti\u00eau. S\u1ef1 \u0111\u1ed1i l\u1eadp n\u00e0y ch\u1ec9 ra r\u1eb1ng trong khi c\u00e1c m\u1eb7t h\u00e0ng thi\u1ebft y\u1ebfu ti\u1ebfp t\u1ee5c l\u00e0 \u201c\u0111i\u1ec3m \u0111\u1ebfn\u201d c\u1ee7a d\u00f2ng ti\u1ec1n ti\u00eau d\u00f9ng, th\u00ec nh\u00f3m ph\u1ee5 tr\u1ee3 \u0111\u00e3 b\u01b0\u1edbc v\u00e0o giai \u0111o\u1ea1n b\u00e3o h\u00f2a, \u00edt d\u01b0 \u0111\u1ecba t\u0103ng tr\u01b0\u1edfng v\u00e0 kh\u00f3 t\u1ea1o \u0111\u1ed9t ph\u00e1 trong ng\u1eafn h\u1ea1n.<\/p>\n

\u1ede nh\u00f3m \u0111\u1ed3 u\u1ed1ng, h\u00e0nh vi ti\u00eau d\u00f9ng \u0111ang cho th\u1ea5y r\u00f5 t\u00e1c \u0111\u1ed9ng c\u1ed9ng h\u01b0\u1edfng gi\u1eefa xu h\u01b0\u1edbng x\u00e3 h\u1ed9i v\u00e0 khu\u00f4n kh\u1ed5 ph\u00e1p l\u00fd. V\u1edbi \u0111\u1ed3 u\u1ed1ng c\u00f3 c\u1ed3n, t\u1ef7 l\u1ec7 ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ef1 ki\u1ebfn c\u1eaft gi\u1ea3m chi ti\u00eau \u0111\u1ea1t 36,8%, cao g\u1ea5p \u0111\u00f4i so v\u1edbi nh\u00f3m c\u00f3 \u00fd \u0111\u1ecbnh gia t\u0103ng (15%). \u0110i\u1ec1u n\u00e0y kh\u00f4ng c\u00f2n \u0111\u01a1n thu\u1ea7n \u0111\u1ebfn t\u1eeb y\u1ebfu t\u1ed1 thu nh\u1eadp, m\u00e0 ch\u1ee7 y\u1ebfu th\u1ec3 hi\u1ec7n s\u1ef1 thay \u0111\u1ed5i trong nh\u1eadn th\u1ee9c v\u00e0 h\u00e0nh vi sau khi Ngh\u1ecb \u0111\u1ecbnh 100\/2019\/N\u0110-CP \u0111\u01b0\u1ee3c ban h\u00e0nh. Sau m\u1ed9t th\u1eddi gian tri\u1ec3n khai quy\u1ebft li\u1ec7t, quy \u0111\u1ecbnh n\u00e0y \u0111\u00e3 \u201cng\u1ea5m\u201d d\u1ea7n v\u00e0o \u0111\u1eddi s\u1ed1ng x\u00e3 h\u1ed9i, khi\u1ebfn vi\u1ec7c h\u1ea1n ch\u1ebf ti\u00eau th\u1ee5 r\u01b0\u1ee3u bia v\u00f4 t\u00ecnh tr\u1edf th\u00e0nh th\u00f3i quen. Ng\u01b0\u1ee3c l\u1ea1i, n\u01b0\u1edbc gi\u1ea3i kh\u00e1t \u0111ang tr\u1edf th\u00e0nh l\u1ef1a ch\u1ecdn thay th\u1ebf h\u1ea5p d\u1eabn, khi 31,4% ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t cho bi\u1ebft s\u1ebd t\u0103ng chi ti\u00eau. Xu h\u01b0\u1edbng n\u00e0y cho th\u1ea5y th\u1ecb tr\u01b0\u1eddng \u0111ang d\u1ecbch chuy\u1ec3n d\u1ea7n sang c\u00e1c s\u1ea3n ph\u1ea9m g\u1eafn v\u1edbi s\u1ef1 ti\u1ec7n l\u1ee3i, \u00edt r\u1ee7i ro v\u00e0 ph\u00f9 h\u1ee3p h\u01a1n v\u1edbi l\u1ed1i s\u1ed1ng hi\u1ec7n \u0111\u1ea1i.<\/p>\n

Marketing s\u1ed1 d\u1eabn d\u1eaft cu\u1ed9c \u0111ua th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p F&B<\/strong><\/p>\n

Kh\u1ea3o s\u00e1t c\u1ee7a Vietnam Report ph\u1ea3n \u00e1nh s\u1ef1 d\u1ecbch chuy\u1ec3n trong t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a c\u00e1c doanh nghi\u1ec7p F&B, v\u1edbi nhi\u1ec1u \u01b0u ti\u00ean m\u1edbi xu\u1ea5t hi\u1ec7n v\u00e0 m\u1ed9t s\u1ed1 \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u1ed1ng d\u1ea7n thu h\u1eb9p vai tr\u00f2. Trong b\u1ee9c tranh \u0111\u00f3, marketing \u0111\u00e3 b\u01b0\u1edbc l\u00ean v\u1ecb tr\u00ed trung t\u00e2m trong chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p F&B trong n\u0103m 2025. Kh\u00f4ng c\u00f2n \u0111\u01a1n thu\u1ea7n l\u00e0 c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3, marketing hi\u1ec7n \u0111\u01b0\u1ee3c xem l\u00e0 \u201cx\u01b0\u01a1ng s\u1ed1ng\u201d cho c\u1ea3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u1eabn duy tr\u00ec ni\u1ec1m tin ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u0110i\u1ec1u n\u00e0y th\u1ec3 hi\u1ec7n r\u00f5 \u1edf vi\u1ec7c 79,2% doanh nghi\u1ec7p tham gia kh\u1ea3o s\u00e1t d\u1ef1 ki\u1ebfn s\u1ebd gia t\u0103ng chi ph\u00ed marketing trong n\u0103m nay – m\u1ed9t cam k\u1ebft cho th\u1ea5y quy\u1ebft t\u00e2m \u0111\u1ea7u t\u01b0 m\u1ea1nh tay v\u00e0 d\u00e0i h\u1ea1n. Trong \u0111\u00f3, 92,3% doanh nghi\u1ec7p tham gia kh\u1ea3o s\u00e1t kh\u1eb3ng \u0111\u1ecbnh qu\u1ea3ng c\u00e1o v\u00e0 truy\u1ec1n th\u00f4ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i nh\u01b0 Facebook, Instagram, TikTok l\u00e0 k\u00eanh quan tr\u1ecdng nh\u1ea5t \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. \u1ede g\u00f3c \u0111\u1ed9 xu h\u01b0\u1edbng, doanh nghi\u1ec7p \u0111\u1eb7t k\u1ef3 v\u1ecdng l\u1edbn v\u00e0o \u1ee9ng d\u1ee5ng tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o (AI) v\u00e0 m\u00e1y h\u1ecdc (machine learning) trong qu\u1ea3ng c\u00e1o, t\u1ed1i \u01b0u n\u1ed9i dung (61,5%), coi \u0111\u00e2y l\u00e0 gi\u1ea3i ph\u00e1p \u0111\u1ed9t ph\u00e1 \u0111\u1ec3 c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m, t\u1ed1i \u01b0u chi ph\u00ed v\u00e0 n\u00e2ng cao hi\u1ec7u qu\u1ea3. Song song, video ng\u1eafn tr\u00ean TikTok, Instagram Reels, YouTube Shorts (46,2%) v\u00e0 h\u1ee3p t\u00e1c v\u1edbi KOLs\/KOCs (46,2%) c\u0169ng \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 c\u00f4ng c\u1ee5 quan tr\u1ecdng \u0111\u1ec3 ti\u1ebfp c\u1eadn nh\u00f3m kh\u00e1ch h\u00e0ng tr\u1ebb \u2013 v\u1ed1n l\u00e0 l\u1ef1c l\u01b0\u1ee3ng ti\u00eau d\u00f9ng n\u0103ng \u0111\u1ed9ng v\u00e0 c\u00f3 xu h\u01b0\u1edbng chi ti\u00eau m\u1ea1nh.<\/p>\n

H\u00ecnh 5: Top 10 chi\u1ebfn l\u01b0\u1ee3c \u01b0u ti\u00ean c\u1ee7a doanh nghi\u1ec7p F&B<\/em><\/p>\n

\"\"<\/em><\/p>\n

Ngu\u1ed3n: Vietnam Report, T\u1ed5ng h\u1ee3p Kh\u1ea3o s\u00e1t doanh nghi\u1ec7p F&B, th\u00e1ng 08\/2024-08\/2025<\/em><\/p>\n

B\u00ean c\u1ea1nh marketing, doanh nghi\u1ec7p F&B \u0111ang t\u1eadp trung v\u00e0o hai chi\u1ebfn l\u01b0\u1ee3c \u01b0u ti\u00ean kh\u00e1c: m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng v\u00e0 \u0111\u1ea7u t\u01b0 c\u00f4ng ngh\u1ec7 trong qu\u1ea3n tr\u1ecb v\u00e0 v\u1eadn h\u00e0nh. K\u1ebft qu\u1ea3 kh\u1ea3o s\u00e1t cho th\u1ea5y 89,4% doanh nghi\u1ec7p coi vi\u1ec7c khai th\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi l\u00e0 h\u01b0\u1edbng \u0111i t\u1ea5t y\u1ebfu, v\u1eeba nh\u1eb1m ti\u1ebfp c\u1eadn ph\u00e2n kh\u00fac ti\u00eau d\u00f9ng ti\u1ec1m n\u0103ng, v\u1eeba gi\u1ea3m ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c k\u00eanh truy\u1ec1n th\u1ed1ng v\u1ed1n d\u1ea7n b\u00e3o h\u00f2a. Ngo\u00e0i ra, 85,8% doanh nghi\u1ec7p c\u0169ng nh\u1ea5n m\u1ea1nh t\u1ea7m quan tr\u1ecdng c\u1ee7a c\u00f4ng ngh\u1ec7 trong qu\u1ea3n l\u00fd v\u00e0 \u0111i\u1ec1u h\u00e0nh, t\u1eeb t\u1ed1i \u01b0u chi ph\u00ed, n\u00e2ng cao hi\u1ec7u qu\u1ea3 chu\u1ed7i cung \u1ee9ng \u0111\u1ebfn khai th\u00e1c d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng. \u0110\u00e2y \u0111\u01b0\u1ee3c xem l\u00e0 b\u01b0\u1edbc chu\u1ea9n b\u1ecb quan tr\u1ecdng, kh\u00f4ng ch\u1ec9 gi\u00fap n\u00e2ng cao s\u1ee9c ch\u1ed1ng ch\u1ecbu tr\u01b0\u1edbc bi\u1ebfn \u0111\u1ed9ng m\u00e0 c\u00f2n t\u1ea1o n\u1ec1n t\u1ea3ng cho s\u1ef1 m\u1edf r\u1ed9ng quy m\u00f4 b\u1ec1n v\u1eefng trong d\u00e0i h\u1ea1n.<\/p>\n

T\u1eeb FOMO \u0111\u1ebfn qu\u00e1 tr\u00ecnh \u201cthanh l\u1ecdc\u201d<\/strong><\/p>\n

M\u1ed9t trong nh\u1eefng \u0111i\u1ec3m n\u1ed5i b\u1eadt khi quan s\u00e1t h\u00e0nh vi ti\u00eau d\u00f9ng hi\u1ec7n nay l\u00e0 quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng kh\u00f4ng c\u00f2n xu\u1ea5t ph\u00e1t ch\u1ee7 y\u1ebfu t\u1eeb th\u01b0\u01a1ng hi\u1ec7u hay truy\u1ec1n th\u00f4ng ch\u00ednh th\u1ed1ng, m\u00e0 ch\u1ecbu \u1ea3nh h\u01b0\u1edfng m\u1ea1nh m\u1ebd t\u1eeb c\u00e1c k\u00eanh x\u00e3 h\u1ed9i v\u00e0 c\u00e1 nh\u00e2n c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng. Theo k\u1ebft qu\u1ea3 kh\u1ea3o s\u00e1t c\u1ee7a Vietnam Report, 44,2% ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho bi\u1ebft h\u1ecd th\u01b0\u1eddng xuy\u00ean th\u1eed c\u00e1c s\u1ea3n ph\u1ea9m F&B m\u1edbi. Trong s\u1ed1 c\u00e1c k\u00eanh ti\u1ebfp c\u1eadn s\u1ea3n ph\u1ea9m m\u1edbi, qu\u1ea3ng c\u00e1o tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i d\u1eabn \u0111\u1ea7u v\u1edbi 79,3%, v\u01b0\u1ee3t xa c\u00e1c k\u00eanh truy\u1ec1n th\u1ed1ng nh\u01b0 b\u00e1o ch\u00ed chuy\u00ean ng\u00e0nh (11,0%) hay website th\u01b0\u01a1ng hi\u1ec7u (6,5%). \u0110\u00e1ng ch\u00fa \u00fd, ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng\/KOLs\/influencers chi\u1ebfm 31,4%, d\u1ea7n tr\u1edf th\u00e0nh c\u1ea7u n\u1ed1i c\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn gi\u1eefa s\u1ea3n ph\u1ea9m v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Con s\u1ed1 n\u00e0y ph\u1ea3n \u00e1nh xu h\u01b0\u1edbng ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng d\u1ef1a nhi\u1ec1u v\u00e0o c\u00e1c c\u00e1 nh\u00e2n c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng, thay v\u00ec c\u00e1c ngu\u1ed3n th\u00f4ng tin ch\u00ednh th\u1ed1ng. Tuy nhi\u00ean, s\u1ef1 d\u1ecbch chuy\u1ec3n ni\u1ec1m tin n\u00e0y l\u1ea1i ti\u1ec1m \u1ea9n m\u1ed9t v\u00f2ng r\u1ee7i ro ph\u1ee9c t\u1ea1p, nh\u1ea5t l\u00e0 khi t\u00e2m l\u00fd FOMO \u2013 s\u1ee3 b\u1ecf l\u1ee1 xu h\u01b0\u1edbng \u2013 khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ec5 mua theo phong tr\u00e0o, b\u1ea5t ch\u1ea5p nh\u1eefng c\u1ea3nh b\u00e1o v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng.<\/p>\n

H\u00ecnh 6: Nh\u1eefng k\u00eanh ti\u1ebfp c\u1eadn s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/em><\/p>\n

\"\"<\/em><\/p>\n

Ngu\u1ed3n: Vietnam Report, T\u1ed5ng h\u1ee3p Kh\u1ea3o s\u00e1t ng\u01b0\u1eddi ti\u00eau d\u00f9ng F&B, th\u00e1ng 08\/2025<\/em><\/p>\n

Th\u1ef1c t\u1ebf th\u1eddi gian g\u1ea7n \u0111\u00e2y, kh\u00f4ng \u00edt v\u1ee5 vi\u1ec7c cho th\u1ea5y ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng \u0111\u00e3 v\u00f4 t\u00ecnh ho\u1eb7c c\u1ed1 \u00fd ti\u1ebfp tay cho s\u1ea3n ph\u1ea9m k\u00e9m ch\u1ea5t l\u01b0\u1ee3ng. T\u1eeb th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng kh\u00f4ng r\u00f5 ngu\u1ed3n g\u1ed1c, \u0111\u1ed3 u\u1ed1ng g\u1eafn m\u00e1c \u201ct\u1ed1t cho s\u1ee9c kh\u1ecfe\u201d nh\u01b0ng ch\u01b0a qua ki\u1ec3m ch\u1ee9ng, cho t\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m qu\u1ea3ng c\u00e1o sai l\u1ec7ch c\u00f4ng d\u1ee5ng, t\u1ea5t c\u1ea3 \u0111\u1ec1u \u0111\u1ec3 l\u1ea1i h\u1ec7 qu\u1ea3 n\u1eb7ng n\u1ec1: s\u1ee9c kh\u1ecfe ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1ecb \u0111e d\u1ecda v\u00e0 l\u00f2ng tin x\u00e3 h\u1ed9i b\u1ecb x\u00f3i m\u00f2n. Nh\u1eefng scandal nh\u01b0 v\u1eady kh\u00f4ng ch\u1ec9 l\u00e0m b\u00f9ng l\u00ean l\u00e0n s\u00f3ng t\u1ea9y chay v\u1edbi s\u1ea3n ph\u1ea9m li\u00ean quan, m\u00e0 c\u00f2n k\u00e9o theo h\u1ec7 l\u1ee5y cho to\u00e0n ng\u00e0nh, khi\u1ebfn d\u01b0 lu\u1eadn tr\u1edf n\u00ean c\u1ea3nh gi\u00e1c h\u01a1n bao gi\u1edd h\u1ebft \u0111\u1ed1i v\u1edbi c\u00e1c n\u1ed9i dung qu\u1ea3ng b\u00e1 g\u1eafn m\u00e1c \u201cng\u01b0\u1eddi n\u1ed5i ti\u1ebfng tin d\u00f9ng\u201d.<\/p>\n

Khi ph\u1ea7n l\u1edbn ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1eb7t ni\u1ec1m tin v\u00e0o nh\u1eefng l\u1eddi gi\u1edbi thi\u1ec7u c\u1ee7a ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng\/KOLs\/influencers, c\u00e1n c\u00e2n \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f2n d\u1ef1a tr\u00ean c\u00e1c chu\u1ea9n m\u1ef1c an to\u00e0n hay b\u1eb1ng ch\u1ee9ng khoa h\u1ecdc, m\u00e0 chuy\u1ec3n sang c\u1ea3m t\u00ednh, uy t\u00edn c\u00e1 nh\u00e2n v\u00e0 hi\u1ec7u \u1ee9ng FOMO. Th\u1ef1c t\u1ebf cho th\u1ea5y, kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng\/KOLs\/influencers \u0111\u1ec1u c\u00f3 ki\u1ebfn th\u1ee9c chuy\u00ean m\u00f4n v\u1ec1 F&B; nhi\u1ec1u ng\u01b0\u1eddi ch\u1ec9 \u0111\u01a1n thu\u1ea7n nh\u1eadn l\u1eddi qu\u1ea3ng c\u00e1o theo h\u1ee3p \u0111\u1ed3ng. Trong tr\u01b0\u1eddng h\u1ee3p \u0111\u00f3, m\u1ed7i ph\u00e1t ng\u00f4n, m\u1ed7i video qu\u1ea3ng b\u00e1 c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh con dao hai l\u01b0\u1ee1i: th\u00fac \u0111\u1ea9y doanh s\u1ed1 nhanh ch\u00f3ng nh\u01b0ng c\u0169ng c\u00f3 th\u1ec3 g\u00e2y hi\u1ec7u \u1ee9ng ng\u01b0\u1ee3c n\u1ebfu ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m kh\u00f4ng \u0111\u1ea3m b\u1ea3o.<\/p>\n

Ch\u00ednh v\u00ec v\u1eady, \u00e1p l\u1ef1c \u0111\u1ea1o \u0111\u1ee9c v\u00e0 tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i kh\u00f4ng ch\u1ec9 thu\u1ed9c v\u1ec1 doanh nghi\u1ec7p, m\u00e0 c\u00f2n \u0111\u1eb7t l\u00ean vai ch\u00ednh nh\u1eefng ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng\/KOLs\/influencers. Trong b\u1ed1i c\u1ea3nh ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng c\u1ea3nh gi\u00e1c, m\u1ed9t l\u1ef1a ch\u1ecdn h\u1ee3p t\u00e1c thi\u1ebfu th\u1eadn tr\u1ecdng c\u00f3 th\u1ec3 \u0111\u00e1nh \u0111\u1ed5i b\u1eb1ng uy t\u00edn c\u00e1 nh\u00e2n, th\u1eadm ch\u00ed c\u1ea3 s\u1ef1 nghi\u1ec7p. \u0110i\u1ec1u \u0111\u00f3 \u0111\u00f2i h\u1ecfi ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng\/KOLs\/influencers kh\u00f4ng c\u00f2n c\u00f3 th\u1ec3 \u0111\u1ee9ng \u1edf v\u1ecb tr\u00ed \u201cng\u01b0\u1eddi qu\u1ea3ng b\u00e1 \u0111\u01a1n thu\u1ea7n\u201d, m\u00e0 ph\u1ea3i tr\u1edf th\u00e0nh ng\u01b0\u1eddi ki\u1ec3m ch\u1ee9ng, ch\u1ecdn l\u1ecdc s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi gi\u1edbi thi\u1ec7u. Tuy nhi\u00ean, kh\u00f4ng ch\u1ec9 nh\u1eefng l\u1eddi qu\u1ea3ng b\u00e1 t\u1eeb ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng ti\u1ec1m \u1ea9n r\u1ee7i ro, m\u00e0 ngay c\u1ea3 c\u00e1c h\u1ec7 th\u1ed1ng \u0111\u00e1nh gi\u00e1 d\u1ef1a tr\u00ean c\u00f4ng ngh\u1ec7 \u2013 t\u1eeb AI cho t\u1edbi nh\u1eefng n\u1ec1n t\u1ea3ng, website t\u1ed5ng h\u1ee3p ph\u1ea3n h\u1ed3i ng\u01b0\u1eddi d\u00f9ng \u2013 c\u0169ng \u0111\u1eb7t ra nhi\u1ec1u th\u00e1ch th\u1ee9c. C\u00e1c m\u00f4 h\u00ecnh AI c\u00f3 th\u1ec3 b\u1ecb thao t\u00fang b\u1edfi d\u1eef li\u1ec7u kh\u00f4ng chu\u1ea9n x\u00e1c ho\u1eb7c thu\u1eadt to\u00e1n thi\u00ean l\u1ec7ch, d\u1eabn t\u1edbi vi\u1ec7c \u201ct\u00f4 h\u1ed3ng\u201d ho\u1eb7c b\u00f3p m\u00e9o th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m. Trong khi \u0111\u00f3, nhi\u1ec1u website \u0111\u00e1nh gi\u00e1 v\u1eabn t\u1ed3n t\u1ea1i t\u00ecnh tr\u1ea1ng b\u00ecnh lu\u1eadn gi\u1ea3, x\u1ebfp h\u1ea1ng \u1ea3o ho\u1eb7c n\u1ed9i dung b\u1ecb d\u1eabn d\u1eaft b\u1edfi c\u00e1c chi\u1ebfn d\u1ecbch \u201cseeding\u201d c\u00f3 ch\u1ee7 \u0111\u00edch. N\u1ebfu ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1eb7t ni\u1ec1m tin tuy\u1ec7t \u0111\u1ed1i v\u00e0o nh\u1eefng ngu\u1ed3n d\u1eef li\u1ec7u n\u00e0y, nguy c\u01a1 b\u1ecb d\u1eabn d\u1eaft sai l\u1ec7ch th\u1eadm ch\u00ed kh\u00f4ng k\u00e9m so v\u1edbi vi\u1ec7c ch\u1ea1y theo hi\u1ec7u \u1ee9ng t\u1eeb ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng.<\/p>\n

V\u1ec1 ph\u00eda ng\u01b0\u1eddi ti\u00eau d\u00f9ng, s\u1ef1 t\u1ec9nh t\u00e1o v\u1eabn l\u00e0 h\u00e0ng r\u00e0o cu\u1ed1i c\u00f9ng: kh\u00f4ng \u0111\u1ec3 \u201cng\u01b0\u1eddi n\u1ed5i ti\u1ebfng d\u00f9ng g\u00ec, m\u00ecnh d\u00f9ng n\u1ea5y\u201d hay \u201cAI ch\u1ea5m \u0111i\u1ec3m cao th\u00ec an to\u00e0n\u201d tr\u1edf th\u00e0nh c\u00f4ng th\u1ee9c l\u1ef1a ch\u1ecdn, m\u00e0 c\u1ea7n quay tr\u1edf l\u1ea1i v\u1edbi nh\u1eefng ti\u00eau chu\u1ea9n an to\u00e0n, ch\u1ee9ng nh\u1eadn ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 th\u00f4ng tin minh b\u1ea1ch. Ch\u1ec9 khi c\u1ea3 hai b\u00ean \u2013 ng\u01b0\u1eddi c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u2013 c\u00f9ng n\u00e2ng cao tr\u00e1ch nhi\u1ec7m, v\u00f2ng r\u1ee7i ro n\u00e0y m\u1edbi c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c thu h\u1eb9p.<\/p>\n

Ni\u1ec1m tin mong manh tr\u00ean l\u1eb1n ranh an to\u00e0n th\u1ef1c ph\u1ea9m<\/strong><\/p>\n

T\u1eeb \u0111\u1ea7u n\u0103m 2025, nh\u1eefng v\u1ee5 vi\u1ec7c li\u00ean quan \u0111\u1ebfn \u201cth\u1ef1c ph\u1ea9m b\u1ea9n\u201d v\u00e0 \u201cth\u1ef1c ph\u1ea9m gi\u1ea3\u201d n\u1ed1i ti\u1ebfp nhau \u0111\u00e3 \u0111\u1ec3 l\u1ea1i d\u1ea5u \u1ea5n s\u00e2u s\u1eafc trong t\u00e2m l\u00fd x\u00e3 h\u1ed9i. Theo kh\u1ea3o s\u00e1t c\u1ee7a Vietnam Report, c\u00f3 t\u1edbi 98,6% ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi kh\u1eb3ng \u0111\u1ecbnh h\u1ecd lu\u00f4n quan t\u00e2m \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 v\u1ec7 sinh an to\u00e0n th\u1ef1c ph\u1ea9m khi l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m. \u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 ph\u1ea3n \u00e1nh d\u01b0 ch\u1ea5n k\u00e9o d\u00e0i t\u1eeb c\u00e1c v\u1ee5 b\u00ea b\u1ed1i, m\u00e0 c\u00f2n cho th\u1ea5y c\u1ee5c di\u1ec7n ni\u1ec1m tin trong to\u00e0n ng\u00e0nh F&B \u0111\u00e3 thay \u0111\u1ed5i r\u00f5 r\u1ec7t. Hi\u1ec7n nay, ni\u1ec1m tin c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang trong tr\u1ea1ng th\u00e1i \u201cn\u1eeda tin n\u1eeda ng\u1edd\u201d: ph\u1ea7n l\u1edbn (61,2%) r\u01a1i v\u00e0o nh\u00f3m \u201ckh\u00e1 tin t\u01b0\u1edfng nh\u01b0ng v\u1eabn c\u1ea9n tr\u1ecdng\u201d, ch\u1ec9 30,0% kh\u1eb3ng \u0111\u1ecbnh \u201cr\u1ea5t tin t\u01b0\u1edfng\u201d. Nh\u00f3m 8,8% thu\u1ed9c di\u1ec7n \u201cm\u1ea5t ni\u1ec1m tin\u201d \u2013 g\u1ed3m 8,5% kh\u00f4ng tin t\u01b0\u1edfng v\u00e0 0,3% ho\u00e0n to\u00e0n kh\u00f4ng tin t\u01b0\u1edfng \u2013 tuy chi\u1ebfm t\u1ef7 l\u1ec7 nh\u1ecf nh\u01b0ng v\u1eabn minh ch\u1ee9ng cho s\u1ef1 t\u1ed3n t\u1ea1i c\u1ee7a m\u1ed9t \u201cv\u00f9ng r\u1ee7i ro\u201d trong t\u00e2m l\u00fd th\u1ecb tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y ni\u1ec1m tin x\u00e3 h\u1ed9i kh\u00f4ng \u1ed5n \u0111\u1ecbnh, d\u1ec5 b\u1ecb dao \u0111\u1ed9ng theo l\u00e0n s\u00f3ng th\u00f4ng tin v\u00e0 c\u00f3 th\u1ec3 s\u1ee5p \u0111\u1ed5 nhanh ch\u00f3ng n\u1ebfu xu\u1ea5t hi\u1ec7n th\u00eam m\u1ed9t s\u1ef1 c\u1ed1 m\u1edbi. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng ho\u00e0n to\u00e0n bi quan, nh\u01b0ng c\u0169ng ch\u01b0a s\u1eb5n s\u00e0ng trao tr\u1ecdn ni\u1ec1m tin.<\/p>\n

Khi kh\u1ee7ng ho\u1ea3ng x\u1ea3y ra, ph\u1ea3n \u1ee9ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng ph\u00e2n h\u00f3a m\u1ea1nh m\u1ebd theo th\u1ebf h\u1ec7. V\u1edbi nh\u00f3m l\u1edbn tu\u1ed5i, t\u00e2m th\u1ebf ch\u1ee7 \u0111\u1ea1o v\u1eabn l\u00e0 d\u00e8 ch\u1eebng, c\u1ea3nh gi\u00e1c v\u00e0 th\u1eadm ch\u00ed c\u00f3 xu h\u01b0\u1edbng quay l\u01b0ng l\u00e2u d\u00e0i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u t\u1eebng v\u01b0\u1edbng b\u00ea b\u1ed1i. Tr\u00e1i l\u1ea1i, \u1edf nh\u00f3m tr\u1ebb h\u01a1n, \u0111\u1eb7c bi\u1ec7t l\u00e0 Gen Z, l\u1ea1i n\u1ed5i l\u00ean m\u1ed9t xu h\u01b0\u1edbng ho\u00e0n to\u00e0n kh\u00e1c \u2013 \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 \u201ct\u01b0 duy ng\u01b0\u1ee3c\u201d. Theo c\u00e1ch ngh\u0129 n\u00e0y, ch\u00ednh trong giai \u0111o\u1ea1n kh\u1ee7ng ho\u1ea3ng, khi doanh nghi\u1ec7p b\u1ecb soi chi\u1ebfu g\u1eaft gao b\u1edfi truy\u1ec1n th\u00f4ng, c\u01a1 quan ch\u1ee9c n\u0103ng v\u00e0 d\u01b0 lu\u1eadn, th\u00ec s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd l\u1ea1i c\u00f3 kh\u1ea3 n\u0103ng \u201cs\u1ea1ch\u201d v\u00e0 an to\u00e0n h\u01a1n bao gi\u1edd h\u1ebft, b\u1edfi th\u01b0\u01a1ng hi\u1ec7u bu\u1ed9c ph\u1ea3i th\u1eadn tr\u1ecdng \u0111\u1ec3 l\u1ea5y l\u1ea1i uy t\u00edn. K\u1ebft qu\u1ea3 kh\u1ea3o s\u00e1t cho th\u1ea5y 45,6% ng\u01b0\u1eddi ti\u00eau d\u00f9ng thu\u1ed9c Gen Z v\u00e0 Gen Y ch\u1ecdn gi\u1ea3i ph\u00e1p t\u1ea1m ng\u1eebng s\u1eed d\u1ee5ng v\u00e0 ch\u1edd \u0111\u1ee3i th\u00f4ng tin ch\u00ednh th\u1ee9c thay v\u00ec quay l\u01b0ng tuy\u1ec7t \u0111\u1ed1i. C\u00e1ch \u1ee9ng x\u1eed n\u00e0y ph\u1ea3n \u00e1nh t\u00e2m l\u00fd \u201ckhoan dung c\u00f3 \u0111i\u1ec1u ki\u1ec7n\u201d: h\u1ecd s\u1eb5n s\u00e0ng cho doanh nghi\u1ec7p c\u01a1 h\u1ed9i n\u1ebfu c\u00f3 l\u1eddi gi\u1ea3i th\u00edch th\u1ecfa \u0111\u00e1ng v\u00e0 h\u00e0nh \u0111\u1ed9ng kh\u1eafc ph\u1ee5c k\u1ecbp th\u1eddi. D\u0129 nhi\u00ean, \u201ct\u01b0 duy ng\u01b0\u1ee3c\u201d c\u0169ng g\u00e2y ra nhi\u1ec1u tranh c\u00e3i. M\u1ed9t b\u00ean cho r\u1eb1ng \u0111\u00e2y l\u00e0 s\u1ef1 linh ho\u1ea1t v\u00e0 th\u1ef1c t\u1ebf trong ti\u00eau d\u00f9ng c\u1ee7a th\u1ebf h\u1ec7 tr\u1ebb, trong khi lu\u1ed3ng \u00fd ki\u1ebfn kh\u00e1c ph\u00ea ph\u00e1n gay g\u1eaft, coi \u0111\u00e2y l\u00e0 s\u1ef1 d\u1ec5 d\u00e3i, th\u1eadm ch\u00ed ti\u1ebfp tay cho th\u1ef1c ph\u1ea9m b\u1ea9n. N\u00f3i c\u00e1ch kh\u00e1c, trong khi th\u1ebf h\u1ec7 l\u1edbn tu\u1ed5i th\u01b0\u1eddng ch\u1ecdn \u201cquay l\u01b0ng\u201d, gi\u1edbi tr\u1ebb l\u1ea1i thi\u00ean v\u1ec1 \u201cch\u1edd \u0111\u1ee3i v\u00e0 \u0111\u00e1nh gi\u00e1 l\u1ea1i\u201d. S\u1ef1 \u0111\u1ed1i l\u1eadp n\u00e0y \u0111ang \u0111\u1eb7t doanh nghi\u1ec7p v\u00e0o th\u1ebf kh\u00f3 khi ph\u1ea3i \u0111\u1ed3ng th\u1eddi thuy\u1ebft ph\u1ee5c hai nh\u00f3m kh\u00e1ch h\u00e0ng v\u1edbi t\u00e2m th\u1ebf ho\u00e0n to\u00e0n tr\u00e1i ng\u01b0\u1ee3c nhau.<\/p>\n

Tr\u01b0\u1edbc nh\u1eefng bi\u1ebfn \u0111\u1ed9ng m\u1ea1nh m\u1ebd c\u1ee7a th\u1ecb tr\u01b0\u1eddng, c\u00e1c doanh nghi\u1ec7p F&B kh\u00f4ng \u0111\u1ee9ng ngo\u00e0i cu\u1ed9c m\u00e0 ch\u1ee7 \u0111\u1ed9ng chu\u1ea9n b\u1ecb k\u1ef9 l\u01b0\u1ee1ng \u0111\u1ec3 c\u1ee7ng c\u1ed1 ni\u1ec1m tin ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Kh\u1ea3o s\u00e1t cho th\u1ea5y 100% doanh nghi\u1ec7p trong nghi\u00ean c\u1ee9u \u0111\u1ec1u \u0111ang \u00e1p d\u1ee5ng c\u00e1c ti\u00eau chu\u1ea9n v\u1ec7 sinh an to\u00e0n th\u1ef1c ph\u1ea9m trong to\u00e0n b\u1ed9 chu\u1ed7i cung \u1ee9ng, ph\u1ed5 bi\u1ebfn nh\u1ea5t l\u00e0 ISO 22000 \u2013 b\u1ed9 ti\u00eau chu\u1ea9n qu\u1ed1c t\u1ebf d\u1ef1a tr\u00ean nguy\u00ean t\u1eafc ph\u00f2ng ng\u1eeba v\u00e0 ki\u1ec3m so\u00e1t r\u1ee7i ro. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y an to\u00e0n th\u1ef1c ph\u1ea9m \u0111\u00e3 tr\u1edf th\u00e0nh \u201cgi\u1ea5y th\u00f4ng h\u00e0nh\u201d b\u1eaft bu\u1ed9c c\u1ee7a ng\u00e0nh, thay v\u00ec ch\u1ec9 d\u1eebng l\u1ea1i \u1edf nh\u1eefng cam k\u1ebft h\u00ecnh th\u1ee9c. \u0110\u00e1ng ch\u00fa \u00fd, 88,9% doanh nghi\u1ec7p cho bi\u1ebft s\u1ebd n\u00e2ng c\u1ea5p ho\u1eb7c c\u1ea3i ti\u1ebfn quy tr\u00ecnh ki\u1ec3m so\u00e1t trong 6 th\u00e1ng cu\u1ed1i n\u0103m 2025, t\u1eadp trung v\u00e0o ba tr\u1ee5 c\u1ed9t: \u0111\u1ea7u t\u01b0 c\u00f4ng ngh\u1ec7 v\u00e0 thi\u1ebft b\u1ecb ki\u1ec3m so\u00e1t hi\u1ec7n \u0111\u1ea1i, \u0111\u00e0o t\u1ea1o n\u00e2ng cao n\u0103ng l\u1ef1c nh\u00e2n s\u1ef1, v\u00e0 si\u1ebft ch\u1eb7t gi\u00e1m s\u00e1t chu\u1ed7i cung \u1ee9ng. B\u00ean c\u1ea1nh \u0111\u00f3, vi\u1ec7c x\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng truy xu\u1ea5t ngu\u1ed3n g\u1ed1c minh b\u1ea1ch c\u0169ng ng\u00e0y c\u00e0ng tr\u1edf th\u00e0nh y\u00eau c\u1ea7u c\u1ea5p thi\u1ebft. M\u1ed9t c\u01a1 s\u1edf d\u1eef li\u1ec7u truy xu\u1ea5t t\u1ed1t s\u1ebd gi\u00fap doanh nghi\u1ec7p nhanh ch\u00f3ng x\u00e1c \u0111\u1ecbnh nguy\u00ean nh\u00e2n khi s\u1ef1 c\u1ed1 x\u1ea3y ra, khoanh v\u00f9ng l\u00f4 h\u00e0ng li\u00ean quan v\u00e0 \u0111\u01b0a ra gi\u1ea3i ph\u00e1p k\u1ecbp th\u1eddi, t\u1eeb \u0111\u00f3 h\u1ea1n ch\u1ebf kh\u1ee7ng ho\u1ea3ng lan r\u1ed9ng. C\u00f3 th\u1ec3 th\u1ea5y, trong b\u1ed1i c\u1ea3nh ni\u1ec1m tin th\u1ecb tr\u01b0\u1eddng c\u00f2n mong manh, an to\u00e0n th\u1ef1c ph\u1ea9m kh\u00f4ng ch\u1ec9 l\u00e0 \u201cchi ph\u00ed tu\u00e2n th\u1ee7\u201d m\u00e0 \u0111ang d\u1ea7n tr\u1edf th\u00e0nh m\u1ed9t l\u1ee3i th\u1ebf c\u1ea1nh tranh c\u1ed1t l\u00f5i, gi\u00fap doanh nghi\u1ec7p t\u1ea1o n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc \u0111\u1ec3 ph\u00e1t tri\u1ec3n l\u00e2u d\u00e0i.<\/p>\n

\u0110\u00e1nh gi\u00e1 uy t\u00edn truy\u1ec1n th\u00f4ng c\u1ee7a doanh nghi\u1ec7p Th\u1ef1c ph\u1ea9m – \u0110\u1ed3 u\u1ed1ng<\/strong><\/p>\n

Trong giai \u0111o\u1ea1n 2019\u20132025, b\u1ee9c tranh truy\u1ec1n th\u00f4ng ng\u00e0nh F&B cho th\u1ea5y m\u1ed9t s\u1ef1 chuy\u1ec3n d\u1ecbch \u0111\u00e1ng k\u1ec3 trong \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng to\u00e0n ng\u00e0nh. N\u1ebfu tr\u01b0\u1edbc \u0111\u00e2y, d\u01b0 lu\u1eadn ch\u1ee7 y\u1ebfu xoay quanh c\u00e1c c\u00e2u chuy\u1ec7n s\u1ea3n ph\u1ea9m, k\u1ebft qu\u1ea3 kinh doanh v\u00e0 nh\u1eefng con s\u1ed1 t\u0103ng tr\u01b0\u1edfng, th\u00ec \u0111\u1ebfn nay, c\u00e1c y\u1ebfu t\u1ed1 g\u1eafn v\u1edbi h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, ni\u1ec1m tin ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i ng\u00e0y c\u00e0ng n\u1ed5i b\u1eadt. Trong \u0111\u00f3, hai nh\u00f3m S\u1ea3n ph\u1ea9m v\u00e0 H\u00ecnh \u1ea3nh\/PR\/Scandals ti\u1ebfp t\u1ee5c gi\u1eef vai tr\u00f2 tr\u1ee5 c\u1ed9t, chi\u1ebfm t\u1ef7 tr\u1ecdng l\u1edbn v\u00e0 duy tr\u00ec s\u1ef1 d\u1eabn d\u1eaft \u1ed5n \u0111\u1ecbnh, b\u1edfi \u0111\u00e2y l\u00e0 nh\u1eefng ch\u1ee7 \u0111\u1ec1 g\u1eafn tr\u1ef1c ti\u1ebfp v\u1edbi tr\u1ea3i nghi\u1ec7m h\u1eb1ng ng\u00e0y v\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u2013 b\u1ea5t k\u1ef3 bi\u1ebfn \u0111\u1ed9ng n\u00e0o c\u0169ng d\u1ec5 d\u00e0ng tr\u1edf th\u00e0nh t\u00e2m \u0111i\u1ec3m ch\u00fa \u00fd. Tr\u00e1i l\u1ea1i, nh\u00f3m T\u00e0i ch\u00ednh\/K\u1ebft qu\u1ea3 kinh doanh l\u1ea1i ghi nh\u1eadn s\u1ef1 suy gi\u1ea3m \u0111\u1ec1u \u0111\u1eb7n qua c\u00e1c n\u0103m (t\u1eeb 18,5% xu\u1ed1ng c\u00f2n 6,1%), ph\u1ea3n \u00e1nh s\u1ef1 thay \u0111\u1ed5i trong c\u00e1ch doanh nghi\u1ec7p \u0111\u1ecbnh v\u1ecb th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a m\u00ecnh. N\u1ebfu tr\u01b0\u1edbc \u0111\u00e2y, nh\u1eefng con s\u1ed1 doanh thu, l\u1ee3i nhu\u1eadn hay k\u1ebf ho\u1ea1ch m\u1edf r\u1ed9ng t\u1eebng \u0111\u01b0\u1ee3c xem nh\u01b0 minh ch\u1ee9ng cho s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u, th\u00ec hi\u1ec7n nay, nh\u1eefng nh\u00f3m ch\u1ee7 \u0111\u1ec1 n\u00e0y kh\u00f4ng c\u00f2n gi\u1eef vai tr\u00f2 trung t\u00e2m. Thay v\u00e0o \u0111\u00f3, doanh nghi\u1ec7p \u0111\u00e3 ch\u1ee7 \u0111\u1ed9ng chuy\u1ec3n h\u01b0\u1edbng, d\u00e0nh nhi\u1ec1u \u201c\u0111\u1ea5t di\u1ec5n\u201d h\u01a1n cho nh\u1eefng c\u00e2u chuy\u1ec7n g\u1eafn v\u1edbi c\u1ed9ng \u0111\u1ed3ng \u2013 t\u1eeb ho\u1ea1t \u0111\u1ed9ng t\u00e0i tr\u1ee3, tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i \u0111\u1ebfn c\u00e1c s\u00e1ng ki\u1ebfn v\u00ec m\u00f4i tr\u01b0\u1eddng. Nh\u00f3m X\u00e3 h\u1ed9i\/CSR\/T\u00e0i tr\u1ee3 nh\u1edd v\u1eady tr\u1edf th\u00e0nh \u0111i\u1ec3m s\u00e1ng trong b\u1ee9c tranh truy\u1ec1n th\u00f4ng, v\u1edbi t\u1ef7 tr\u1ecdng gia t\u0103ng li\u00ean t\u1ee5c t\u1eeb 5,6% n\u0103m 2019 l\u00ean 13,9% n\u0103m 2025 (t\u0103ng kho\u1ea3ng 2,5 l\u1ea7n) v\u00e0 ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c coi nh\u01b0 m\u1ed9t k\u00eanh x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh b\u1ec1n v\u1eefng. Khi c\u00e1c b\u1ea3n tin v\u1ec1 s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u d\u1ec5 d\u00e0ng b\u1ecb \u201cb\u00f3p m\u00e9o\u201d b\u1edfi scandal, th\u00ec CSR tr\u1edf th\u00e0nh c\u00f4ng c\u1ee5 d\u00e0i h\u1ea1n \u0111\u1ec3 g\u1eafn k\u1ebft v\u1edbi c\u1ed9ng \u0111\u1ed3ng v\u00e0 kh\u1eb3ng \u0111\u1ecbnh gi\u00e1 tr\u1ecb b\u1ec1n v\u1eefng. C\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u1eeb thi\u1ec7n, b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, h\u1ed7 tr\u1ee3 c\u1ed9ng \u0111\u1ed3ng kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p t\u1ea1o ra \u201cv\u00f9ng \u0111\u1ec7m\u201d khi kh\u1ee7ng ho\u1ea3ng x\u1ea3y \u0111\u1ebfn, m\u00e0 c\u00f2n g\u00f3p ph\u1ea7n \u0111\u1ecbnh h\u00ecnh m\u1ed9t chu\u1ea9n m\u1ef1c m\u1edbi: th\u00e0nh c\u00f4ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111o b\u1eb1ng l\u1ee3i nhu\u1eadn, m\u00e0 c\u00f2n b\u1eb1ng m\u1ee9c \u0111\u1ed9 \u0111\u00f3ng g\u00f3p cho x\u00e3 h\u1ed9i.<\/p>\n

C\u0169ng b\u1edfi l\u00e0 hai tr\u1ee5 c\u1ed9t c\u1ee7a truy\u1ec1n th\u00f4ng ng\u00e0nh, H\u00ecnh \u1ea3nh\/PR\/Scandals v\u00e0 S\u1ea3n ph\u1ea9m th\u01b0\u1eddng xuy\u00ean \u0111\u1ee9ng \u1edf \u201ct\u00e2m b\u00e3o\u201d, n\u01a1i m\u1ecdi bi\u1ebfn \u0111\u1ed9ng nh\u1ecf \u0111\u1ec1u c\u00f3 th\u1ec3 nhanh ch\u00f3ng khu\u1ebfch \u0111\u1ea1i th\u00e0nh kh\u1ee7ng ho\u1ea3ng. Trong giai \u0111o\u1ea1n 2021\u20132024, d\u01b0 lu\u1eadn v\u1ec1 hai nh\u00f3m ch\u1ee7 \u0111\u1ec1 n\u00e0y ch\u1ee7 y\u1ebfu mang s\u1eafc th\u00e1i t\u00edch c\u1ef1c, chi\u1ebfm t\u1ef7 tr\u1ecdng v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi tin ti\u00eau c\u1ef1c, v\u1ed1n ch\u1ec9 dao \u0111\u1ed9ng \u1edf m\u1ee9c 1\u20135%. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y c\u00e1c doanh nghi\u1ec7p \u0111\u00e3 n\u1ed7 l\u1ef1c \u0111\u00e1ng k\u1ec3 trong vi\u1ec7c qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u, x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh l\u00e3nh \u0111\u1ea1o v\u00e0 tri\u1ec3n khai ho\u1ea1t \u0111\u1ed9ng PR, qua \u0111\u00f3 duy tr\u00ec \u0111\u01b0\u1ee3c m\u1ed9t \u201cv\u00f9ng an to\u00e0n\u201d t\u01b0\u01a1ng \u0111\u1ed1i tr\u01b0\u1edbc r\u1ee7i ro truy\u1ec1n th\u00f4ng.<\/p>\n

H\u00ecnh 7: T\u1ef7 l\u1ec7 tin t\u00edch c\u1ef1c \u2013 ti\u00eau c\u1ef1c \u1edf m\u1ed9t s\u1ed1 nh\u00f3m ch\u1ee7 \u0111\u1ec1 giai \u0111o\u1ea1n 2021-2025<\/em><\/p>\n

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Ngu\u1ed3n: Vietnam Report, T\u1ed5ng h\u1ee3p D\u1eef li\u1ec7u Media coding ng\u00e0nh F&B t\u1ea1i Vi\u1ec7t Nam, t\u1eeb th\u00e1ng 08\/2021 \u0111\u1ebfn th\u00e1ng 07\/2025<\/em><\/p>\n

T\u1eeb th\u1ebf \u00e1p \u0111\u1ea3o t\u00edch c\u1ef1c, truy\u1ec1n th\u00f4ng ng\u00e0nh F&B \u0111\u00e3 b\u1ea5t ng\u1edd r\u1ebd sang m\u1ed9t b\u01b0\u1edbc ngo\u1eb7t trong qu\u00fd II\/2025. Ch\u1ec9 trong ba th\u00e1ng (t\u1eeb th\u00e1ng 4 \u0111\u1ebfn th\u00e1ng 6), tin ti\u00eau c\u1ef1c li\u00ean quan \u0111\u1ebfn hai nh\u00f3m ch\u1ee7 \u0111\u1ec1 n\u00e0y t\u0103ng v\u1ecdt: \u1edf nh\u00f3m H\u00ecnh \u1ea3nh\/PR\/Scandals, t\u1ef7 l\u1ec7 tin ti\u00eau c\u1ef1c \u0111\u1ea1t t\u1edbi 40,5% v\u00e0o th\u00e1ng 6, cao g\u1ea5p ba l\u1ea7n tin t\u00edch c\u1ef1c (13,9%); c\u00f2n \u1edf nh\u00f3m S\u1ea3n ph\u1ea9m, con s\u1ed1 n\u00e0y c\u0169ng leo l\u00ean 21,4%, v\u01b0\u1ee3t qua m\u1ee9c tin t\u00edch c\u1ef1c ch\u1ec9 15,5%. Ngay khi nh\u1eefng v\u1ee5 vi\u1ec7c v\u1ec1 an to\u00e0n v\u1ec7 sinh th\u1ef1c ph\u1ea9m b\u1ecb \u201cb\u00f3c tr\u1ea7n\u201d, c\u00e1c c\u1ee5m t\u1eeb nh\u01b0 \u201cth\u1ef1c ph\u1ea9m b\u1ea9n\u201d, \u201cs\u1eefa b\u1ed9t k\u00e9m ch\u1ea5t l\u01b0\u1ee3ng\u201d, \u201cth\u1ef1c ph\u1ea9m gi\u1ea3\u201d, \u201can to\u00e0n th\u1ef1c ph\u1ea9m\u201d nhanh ch\u00f3ng tr\u1edf th\u00e0nh t\u1eeb kh\u00f3a t\u00ecm ki\u1ebfm h\u00e0ng \u0111\u1ea7u, ph\u1ee7 s\u00f3ng d\u00e0y \u0111\u1eb7c tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng s\u1ed1. H\u00e0ng lo\u1ea1t b\u00e0i \u0111\u0103ng, chia s\u1ebb v\u00e0 b\u00ecnh lu\u1eadn v\u1edbi l\u01b0\u1ee3ng t\u01b0\u01a1ng t\u00e1c cao \u0111\u00e3 bi\u1ebfn c\u00e1c s\u1ef1 c\u1ed1 n\u00e0y th\u00e0nh \u0111\u1ec1 t\u00e0i n\u00f3ng, kh\u00f4ng ch\u1ec9 trong ph\u1ea1m vi ti\u00eau d\u00f9ng th\u01b0\u1eddng nh\u1eadt m\u00e0 c\u00f2n lan r\u1ed9ng th\u00e0nh v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i. D\u01b0 lu\u1eadn g\u1ea7n nh\u01b0 b\u1ecb cu\u1ed1n v\u00e0o hi\u1ec7u \u1ee9ng d\u00e2y chuy\u1ec1n, \u0111\u1ea9y h\u00ecnh \u1ea3nh to\u00e0n ng\u00e0nh F&B v\u00e0o t\u00ecnh tr\u1ea1ng b\u00e1o \u0111\u1ed9ng. Nh\u1edd s\u1ef1 v\u00e0o cu\u1ed9c k\u1ecbp th\u1eddi c\u1ee7a c\u01a1 quan qu\u1ea3n l\u00fd, c\u1ee5c di\u1ec7n truy\u1ec1n th\u00f4ng m\u1edbi d\u1ea7n \u0111\u01b0\u1ee3c ki\u1ec3m so\u00e1t; \u0111\u1ebfn th\u00e1ng 7\/2025, t\u1ef7 l\u1ec7 tin ti\u00eau c\u1ef1c gi\u1ea3m c\u00f2n 12,1% trong khi tin t\u00edch c\u1ef1c b\u1eadt l\u00ean 54,5%, cho th\u1ea5y l\u00e0n s\u00f3ng ti\u00eau c\u1ef1c \u0111\u00e3 h\u1ea1 nhi\u1ec7t. D\u1eabu v\u1eady, d\u01b0 ch\u1ea5n t\u1eeb giai \u0111o\u1ea1n kh\u1ee7ng ho\u1ea3ng n\u00e0y v\u1eabn \u0111\u1ec3 l\u1ea1i th\u00e1ch th\u1ee9c l\u1edbn v\u1ec1 ni\u1ec1m tin, bu\u1ed9c doanh nghi\u1ec7p F&B ph\u1ea3i ti\u1ebfp t\u1ee5c c\u1ee7ng c\u1ed1 uy t\u00edn v\u00e0 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng d\u00e0i h\u1ea1n.<\/p>\n

Ng\u00e0nh F&B Vi\u1ec7t Nam \u0111ang b\u01b0\u1edbc v\u00e0o m\u1ed9t giai \u0111o\u1ea1n thanh l\u1ecdc kh\u1eafc nghi\u1ec7t nh\u01b0ng c\u1ea7n thi\u1ebft, n\u01a1i nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ch\u1ec9 t\u1eadp trung v\u00e0o b\u1ea3ng c\u00e2n \u0111\u1ed1i k\u1ebf to\u00e1n s\u1ebd nhanh ch\u00f3ng tr\u1edf n\u00ean l\u1ed7i th\u1eddi. B\u1edfi l\u1ebd, trong s\u00e2n ch\u01a1i m\u1edbi n\u00e0y, m\u1ed7i s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c b\u00e1n ra kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t giao d\u1ecbch t\u00e0i ch\u00ednh, m\u00e0 \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t “l\u00e1 phi\u1ebfu ni\u1ec1m tin” m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng trao g\u1eedi. Doanh nghi\u1ec7p n\u00e0o th\u1ea5u hi\u1ec3u s\u00e2u s\u1eafc \u0111i\u1ec1u n\u00e0y, v\u00e0 \u0111\u1ea7u t\u01b0 nghi\u00eam t\u00fac \u0111\u1ec3 b\u1ea3o v\u1ec7 t\u1eebng l\u00e1 phi\u1ebfu \u0111\u00f3 b\u1eb1ng s\u1ef1 minh b\u1ea1ch trong v\u1eadn h\u00e0nh v\u00e0 ch\u00e2n th\u00e0nh trong \u0111\u1ed1i tho\u1ea1i, s\u1ebd l\u00e0 ng\u01b0\u1eddi \u0111\u1ecbnh h\u00ecnh t\u01b0\u01a1ng lai c\u1ee7a ng\u00e0nh. Cu\u1ed1i c\u00f9ng, th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t kh\u00f4ng n\u1eb1m \u1edf vi\u1ec7c t\u1ea1o ra m\u1ed9t s\u1ea3n ph\u1ea9m ngon hay m\u1ed9t chi\u1ebfn d\u1ecbch marketing lan t\u1ecfa, m\u00e0 l\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t t\u1ed5 ch\u1ee9c \u0111\u1ee7 d\u0169ng c\u1ea3m \u0111\u1ec3 \u0111\u1eb7t s\u1ef1 th\u1eadt v\u00e0 tr\u00e1ch nhi\u1ec7m l\u00ean tr\u00ean l\u1ee3i nhu\u1eadn ng\u1eafn h\u1ea1n. Th\u00e0nh c\u00f4ng trong k\u1ef7 nguy\u00ean m\u1edbi kh\u00f4ng c\u00f2n \u0111\u01b0\u1ee3c \u0111o \u0111\u1ebfm b\u1eb1ng th\u1ecb ph\u1ea7n tr\u00ean k\u1ec7 h\u00e0ng, m\u00e0 b\u1eb1ng v\u1ecb th\u1ebf v\u1eefng ch\u1eafc trong t\u00e2m tr\u00ed v\u00e0 tr\u00e1i tim ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

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Top 10 C\u00f4ng ty uy t\u00edn ng\u00e0nh Th\u1ef1c ph\u1ea9m – \u0110\u1ed3 u\u1ed1ng<\/strong>\u00a0l\u00e0 k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u \u0111\u1ed9c l\u1eadp c\u1ee7a Vietnam Report \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1 t\u1eeb n\u0103m 2017. T\u1eeb n\u0103m 2012, Vietnam Report \u0111\u00e3 s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p Media Coding (m\u00e3 h\u00f3a d\u1eef li\u1ec7u b\u00e1o ch\u00ed) \u0111\u1ec3 t\u00ednh \u0111i\u1ec3m uy t\u00edn c\u1ee7a c\u00e1c doanh nghi\u1ec7p tr\u00ean truy\u1ec1n th\u00f4ng. K\u1ec3 t\u1eeb \u0111\u00f3 \u0111\u1ebfn nay, nhi\u1ec1u b\u1ea3ng x\u1ebfp h\u1ea1ng Top 10 thu\u1ed9c c\u00e1c ng\u00e0nh tr\u1ecdng \u0111i\u1ec3m v\u00e0 c\u00f3 ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng cao c\u1ee7a Vi\u1ec7t Nam c\u0169ng \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh k\u1ef3 c\u00f4ng b\u1ed1 th\u01b0\u1eddng ni\u00ean nh\u01b0: B\u1ea5t \u0111\u1ed9ng s\u1ea3n, X\u00e2y d\u1ef1ng, C\u00f4ng ngh\u1ec7 th\u00f4ng tin, Ng\u00e2n h\u00e0ng, B\u1ea3o hi\u1ec3m, D\u01b0\u1ee3c, Du l\u1ecbch, Logistics\u2026<\/em><\/p>\n

Ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u ph\u00e2n t\u00edch truy\u1ec1n th\u00f4ng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 uy t\u00edn c\u1ee7a c\u00e1c c\u00f4ng ty d\u1ef1a tr\u00ean h\u1ecdc thuy\u1ebft Agenda Setting v\u1ec1 s\u1ef1 \u1ea3nh h\u01b0\u1edfng, t\u00e1c \u0111\u1ed9ng c\u1ee7a truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang \u0111\u1ebfn c\u1ed9ng \u0111\u1ed3ng v\u00e0 x\u00e3 h\u1ed9i \u0111\u01b0\u1ee3c hai gi\u00e1o s\u01b0 Maxwell McCombs v\u00e0 Donald L. Shaw ch\u00ednh th\u1ee9c c\u00f4ng b\u1ed1 v\u00e0o n\u0103m 1968, \u0111\u01b0\u1ee3c Vietnam Report v\u00e0 c\u00e1c \u0111\u1ed1i t\u00e1c hi\u1ec7n th\u1ef1c h\u00f3a v\u00e0 \u00e1p d\u1ee5ng. Theo \u0111\u00f3, Vietnam Report \u0111\u00e3 s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p Branch Coding (\u0111\u00e1nh gi\u00e1 h\u00ecnh \u1ea3nh c\u1ee7a c\u00f4ng ty tr\u00ean truy\u1ec1n th\u00f4ng) \u0111\u1ec3 ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch uy t\u00edn c\u1ee7a c\u00e1c c\u00f4ng ty th\u1ef1c ph\u1ea9m – \u0111\u1ed3 u\u1ed1ng t\u1ea1i Vi\u1ec7t Nam.<\/em><\/p>\n

Vietnam Report ti\u1ebfn h\u00e0nh m\u00e3 h\u00f3a (coding) c\u00e1c b\u00e0i b\u00e1o vi\u1ebft v\u1ec1 ng\u00e0nh Th\u1ef1c ph\u1ea9m – \u0110\u1ed3 u\u1ed1ng \u0111\u01b0\u1ee3c \u0111\u0103ng t\u1ea3i tr\u00ean c\u00e1c \u0111\u1ea7u b\u00e1o c\u00f3 \u1ea3nh h\u01b0\u1edfng trong th\u1eddi gian t\u1eeb th\u00e1ng 08\/2024 \u0111\u1ebfn th\u00e1ng 07\/2025. C\u00e1c b\u00e0i b\u00e1o \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch v\u00e0 \u0111\u00e1nh gi\u00e1 \u1edf c\u1ea5p \u0111\u1ed9 c\u00e2u chuy\u1ec7n (story – level) v\u1ec1 24 kh\u00eda c\u1ea1nh ho\u1ea1t \u0111\u1ed9ng c\u1ee5 th\u1ec3 c\u1ee7a c\u00e1c c\u00f4ng ty t\u1eeb s\u1ea3n ph\u1ea9m, k\u1ebft qu\u1ea3 kinh doanh, th\u1ecb tr\u01b0\u1eddng… t\u1edbi c\u00e1c ho\u1ea1t \u0111\u1ed9ng v\u00e0 uy t\u00edn c\u1ee7a l\u00e3nh \u0111\u1ea1o c\u00f4ng ty. C\u00e1c th\u00f4ng tin \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn m\u00e3 h\u00f3a (coding) d\u1ef1a tr\u00ean hai nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n: T\u00ean c\u00f4ng ty xu\u1ea5t hi\u1ec7n ngay tr\u00ean ti\u00eau \u0111\u1ec1 c\u1ee7a b\u00e0i b\u00e1o, ho\u1eb7c tin t\u1ee9c v\u1ec1 c\u00f4ng ty \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp t\u1ed1i thi\u1ec3u chi\u1ebfm 05 d\u00f2ng trong b\u00e0i b\u00e1o, \u0111\u00e2y \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 ng\u01b0\u1ee1ng nh\u1eadn th\u1ee9c – khi th\u00f4ng tin \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 c\u00f3 gi\u00e1 tr\u1ecb ph\u00e2n t\u00edch. C\u00e1c th\u00f4ng tin \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 \u1edf c\u00e1c c\u1ea5p \u0111\u1ed9: 0: Trung l\u1eadp; 1: T\u00edch c\u1ef1c; 2: Kh\u00e1 t\u00edch c\u1ef1c; 3: Kh\u00f4ng r\u00f5 r\u00e0ng; 4: Kh\u00e1 ti\u00eau c\u1ef1c; 5: Ti\u00eau c\u1ef1c. Tuy nhi\u00ean, th\u1ed1ng k\u00ea l\u1ea1i, nh\u00f3m nghi\u00ean c\u1ee9u \u0111\u01b0a ra 3 c\u1ea5p b\u1eadc \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 cu\u1ed1i c\u00f9ng, bao g\u1ed3m: Trung l\u1eadp (g\u1ed3m 0 v\u00e0 3), t\u00edch c\u1ef1c (1 v\u00e0 2), v\u00e0 ti\u00eau c\u1ef1c (4 v\u00e0 5).<\/em><\/p>\n

Nh\u1eefng nh\u1eadn \u0111\u1ecbnh trong th\u00f4ng c\u00e1o mang t\u00ednh t\u1ed5ng qu\u00e1t v\u00e0 tham kh\u1ea3o cho c\u00e1c doanh nghi\u1ec7p, \u0111\u1ed1i t\u00e1c; kh\u00f4ng ph\u1ea3i nh\u1eadn \u0111\u1ecbnh c\u00e1 nh\u00e2n v\u00e0 kh\u00f4ng ph\u1ee5c v\u1ee5 m\u1ee5c \u0111\u00edch hay nhu c\u1ea7u c\u1ee7a b\u1ea5t c\u1ee9 nh\u00e0 \u0111\u1ea7u t\u01b0 c\u1ee5 th\u1ec3 n\u00e0o. Do \u0111\u00f3, c\u00e1c b\u00ean li\u00ean quan n\u00ean c\u00e2n nh\u1eafc k\u1ef9 t\u00ednh ph\u00f9 h\u1ee3p c\u1ee7a c\u00e1c th\u00f4ng tin tr\u00ean tr\u01b0\u1edbc khi s\u1eed d\u1ee5ng \u0111\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 v\u00e0 ho\u00e0n to\u00e0n ch\u1ecbu tr\u00e1ch nhi\u1ec7m trong vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c th\u00f4ng tin \u0111\u00f3.<\/em><\/p>\n

\u00a0<\/em><\/p>\n

Vietnam Report<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Ng\u00e0y 22\/09\/2025, Vietnam Report ch\u00ednh th\u1ee9c c\u00f4ng b\u1ed1 Top 10 C\u00f4ng ty uy t\u00edn ng\u00e0nh Th\u1ef1c ph\u1ea9m – \u0110\u1ed3 u\u1ed1ng n\u0103m 2025. L\u1ec5 t\u00f4n vinh c\u00e1c doanh nghi\u1ec7p ti\u00eau bi\u1ec3u s\u1ebd di\u1ec5n ra v\u00e0o th\u00e1ng 10\/2025 t\u1ea1i H\u00e0 N\u1ed9i. \u00a0 Top 10 C\u00f4ng ty uy t\u00edn ng\u00e0nh Th\u1ef1c ph\u1ea9m – \u0110\u1ed3 u\u1ed1ng n\u0103m 2025 \u0111\u01b0\u1ee3c […]<\/p>\n","protected":false},"author":1,"featured_media":2193,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/event.vietnamreport.net.vn\/profit500\/wp-json\/wp\/v2\/posts\/376","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/event.vietnamreport.net.vn\/profit500\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/event.vietnamreport.net.vn\/profit500\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/event.vietnamreport.net.vn\/profit500\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/event.vietnamreport.net.vn\/profit500\/wp-json\/wp\/v2\/comments?post=376"}],"version-history":[{"count":0,"href":"https:\/\/event.vietnamreport.net.vn\/profit500\/wp-json\/wp\/v2\/posts\/376\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/event.vietnamreport.net.vn\/profit500\/wp-json\/wp\/v2\/media\/2193"}],"wp:attachment":[{"href":"https:\/\/event.vietnamreport.net.vn\/profit500\/wp-json\/wp\/v2\/media?parent=376"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/event.vietnamreport.net.vn\/profit500\/wp-json\/wp\/v2\/categories?post=376"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/event.vietnamreport.net.vn\/profit500\/wp-json\/wp\/v2\/tags?post=376"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}