In this article, we will discuss the market size of polyester consumed in Vietnam, the market size of each segment within the polyester industry, the search trends based on keywords related to polyester in Google search, and three companies that appear to be actively engaged in marketing polyester online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in October 2024.

Vietnam’s Polyester Market Overview 

There is currently no specific data available on the polyester consumer market in Vietnam. However, the overall fabric consumption data for Vietnam is provided below.

Overview of the Fabric Market in Vietnam

The fabric market in Vietnam has shown consistent growth in production volume over the past decade, reflecting its expanding role in both domestic and global textile industries. From 2013 to 2023, the annual market size by production volume grew from 1,239.4 to 3,021.0 million square meters, marking a compound annual growth rate (CAGR) of around 9.7%. Key milestones include surpassing the 2,000 million square meter mark in 2018 and continued growth even during challenging periods, such as the COVID-19 pandemic.The market’s steady rise underscores Vietnam’s position as a competitive player in fabric manufacturing and export.

Vietnam’s Polyester Market Segments

Vietnam’s Polyester segmentation by Types 

The polyester market in Vietnam shows diverse consumer interests in different fabric types. Cotton poly fabric leads with 1,240 monthly searches, valued for its comfort, breathability, and affordability in everyday wear. Crocodile poly fabric (920 searches) and knit poly fabric (910 searches) are also significant due to their durability and aesthetic appeal in fashion. Meanwhile, specialized options like double-sided poly fabric (280 searches) and 4-way stretch poly fabric(270 searches) cater to niche demands in activewear. Niche fabrics like poly fish scale-textured fabric and Korean poly fabric remain less popular due to limited functionality and market familiarity.

Segmentation by Types market data

Vietnam’s Polyester segmentation by Fashion Applications 

The data highlights key segments in Vietnam’s polyester market regarding fashion applications, with shirts leading at 490 monthly searches, reflecting strong demand for polyester in everyday and formal wear due to its affordability and durability. Outerwear follows with 320 searches, driven by the practicality of polyester’s windproof and weather-resistant properties. Sportswear garners 250 searches, showcasing growing interest in functional and stretchable polyester blends for activewear. Pants rank lower at 140 searches, indicating moderate demand, likely influenced by consumer preference for other fabrics in trousers. These insights suggest a market dominated by casual and performance wear, with room for targeted marketing in underperforming segments.

Segmentation by Fashion Applications market data

Search Trends for Polyester in Vietnam

In this section, we analyze the search trends for the following keywords

Keyword

Vải polyester: Polyester fabric

Vải poly: Poly fabric

Chất liệu polyester: polyester material 

Keyword explanation

“Vải polyester” or the shortened version, “Vải poly” refers to a type of synthetic fabric made from polyester fibers. This fabric is popular for its durability, resistance to wrinkles, and quick-drying properties. It is widely used in clothing, upholstery, and various industrial applications.

Chất liệu polyester: This term focuses on the raw material itself, highlighting its properties and characteristics, such as strength, moisture resistance, and ease of maintenance. It is often used to describe the composition of a product or fabric blend.

Top 50 monthly keywords searched

Based on the keywords above, this list also includes keywords that Google has determined to be related. 

Overall keyword trends, including related keywords

The keywords being searched are categorized as follows:

1. Polyester fabric types: Keywords that include specific types of polyester fabric, such as “vải cá sấu poly” (poly crocodile fabric), and “cotton pha poly” (poly-cotton blend).  
2. Polyester fabric quality and comfort: Keywords that refer to the questions about quality and comfort of polyester fabric, such as “chất poly có mát không” (is polyester fabric cool?), “chất liệu polyester có nóng không” (is polyester material hot?), and “chất vải cotton poly có mát không” (is cotton poly fabric cool?). 
3. Polyester fabric fashion and application: Keywords that include the application of polyester in fashion, such as “quần chất poly” (poly pants), “quần vải poly” (poly fabric pants), and “quần áo thể thao polyester” (polyester sportswear). 
4. Price: Keywords that include “giá” (price)
5. General polyester fabric information: Keywords that refer to the questions about general information of polyester, such as “polyester là gì” (what is polyester?), “vải polyester là gì” (what is polyester fabric?), and “vải polyester là loại vải sợi nào” (what kind of fiber is polyester fabric?). 

Each keyword category’s number of keywords, total monthly search, top 3 most searched keywords in each category and their monthly search volume are as follows: 

Key points:

• The “Polyester Fabric Types” category has the highest total monthly searches (16,210), with keywords such as “vải cá sấu poly” and “vải cotton poly” indicating strong consumer interest in specific fabric types. This suggests an opportunity for brands to focus on niche products and educate customers about their unique properties and applications.
• The “Polyester Fabric Quality and Comfort” category shows high search volume (8,680), particularly around questions like “vải poly có mát không.” This highlights consumer concerns about polyester’s usability and comfort, suggesting that marketing content emphasizing breathability, durability, and comfort could address this demand effectively.
• The “Price” category has the lowest search volume (140), indicating that pricing is less of a priority for users compared to understanding fabric types, quality, and applications. This suggests consumers are more focused on functionality and suitability than cost when researching polyester fabrics.

Brands with high brand awareness through search keywords

No specific brand name is associated with polyester searches. All keywords focus on general polyester fabric types, qualities, applications, and related questions rather than specific companies or brands.

The keywords are more likely aimed at understanding the fabric’s properties, uses, and market demand rather than searching for specific manufacturers or suppliers.

Digital communication strategies of major web players

Definition and target of major web players

Here, major web players are companies that rank highly in Google search results for the keyword ‘100 Polyester Fabric’ and ‘polyester price’.

The target companies are the following three companies.

• TODA Thailand
• Viet Thang Loi Textile
• Det Kim Kien Hoa

TODA Thailand’s digital communication strategy

What is TODA Thailand? 

Established for over 39 years, TODA is a one-stop service provider of furniture manufacturing, built-in, and interior design raw materials and accessories. They take pride in being a leading supplier to the furniture industry in Thailand.

Pages where TODA uses advertising

The LP used by TODA is as follows:

First view

The website features a modern and clean design with a red-and-white color scheme. The key visual showcases various furniture components and accessories arranged neatly on a light background. The bold headline “Hub of Furnishing” stands out in red, with supporting text below it. The navigation bar at the top is structured and includes links to essential sections. Icons and concise descriptions below the main banner highlight the brand’s core values, maintaining a professional and organized layout.

Global menu

The global menu includes key sections such as About Us (Về Chúng Tôi), Products (Sản Phẩm), Applications (Ứng Dụng), E-Catalog, TODA Blogs, and TODA Care. It also features a hotline number prominently on the left, with language options, a user profile icon, and a shopping cart on the right. The menu is structured and functional, with dropdown options for detailed navigation, providing both clarity and accessibility in a bold red-and-white design.

Product introduction

The product organization on the page is highly structured, presented in a grid format with 2 rows and multiple columns. Each product tile includes a clear image, product name, material composition (e.g., polyester), a unique code, and pricing displayed prominently. Filters and sorting options at the top allow users to refine results or arrange products by criteria such as alphabetical order. The uniform layout ensures easy comparison between products, with concise details making it user-friendly for browsing and selection.

Web user’s goal

The primary CTA on this page is the “Add to Cart” button, which appears when users hover over a product image. At the bottom, contact methods—including the company phone number, fax, and email—are prominently displayed, offering multiple ways for customers to reach out. The footer also includes social media icons and supported payment methods for easy connection and exploration of other services. Additionally, a floating chat icon on the right provides real-time assistance, further enhancing customer support.

Simplified UX diagram from the relevant page on the TODA site

The CTA for e-commerce includes an “Add to Cart” button, which appears when users hover over a product image, allowing for easy selection of items. For contact options, the company provides its phone number, fax, and email address, ensuring accessibility for inquiries. Additionally, social media icons are available for users to connect with the company through various platforms. A floating chat icon is also present, offering real-time assistance to customers in need of immediate support.

Viet Thang Loi Textile’s digital communication strategy

What is Viet Thang Loi Textile? 

With 10 years of development, Viet Thang Loi Textile Co., Ltd. is a leading supplier of quality fabrics in Vietnam, specializing in fire-retardant fabrics that meet EU, UK, and USA standards (BS 5852, CA TB 117). They provide raw materials for the garment, interior, and outdoor markets, catering to both large and small quantities.

Pages where Viet Thang Loi Textile uses advertising

Viet Thang Loi Textile operates a website, but it is currently not set up for Google Ads.

First view

The key visual features a clean, professional design with a bold blue color theme, showcasing a textile focus. A prominent banner highlights fabric rolls on the right, reinforcing the company’s industry specialization. Contact details are immediately visible below the banner, ensuring easy access for customers. The overall layout conveys professionalism and a strong industry identity.

Global menu

The global menu is positioned at the top of the page and features a straightforward layout with key sections: Home, Introduce, Service, News, and Contact. It is accompanied by additional information such as a language switcher and the company’s contact email and working hours.

Product introduction

The product page for “Polyester Fabric” is informative and content-rich, providing a detailed description of the product’s properties, applications, and advantages. The page is organized into clear sections, including a product overview, applications, and fabric characteristics, making it easy to navigate and absorb information. Additional features such as FAQs, related articles, and embedded location maps enhance functionality and user engagement.

Web user’s goal

The CTAs (calls-to-action) on this product page are limited and subtle. The page focuses more on providing detailed information about polyester fabric than encouraging immediate action. Key CTAs include the FAQs dropdown, map integration, star rating section, and “Related Articles” thumbnails. While the page offers opportunities for engagement and interaction, it lacks prominent, action-oriented CTAs like “Buy Now,” “Request a Quote,” or “Contact Us.”

Simplified UX diagram from the relevant page on the Viet Thang Loi Textile site

Customers can find information on polyester by hovering over the ‘Service’ tab in the global menu and clicking on the ‘Polyester’ link to explore the company’s range of products. The Viet Thang Loi website provides multiple ways to contact them, including phone, email, and physical locations. The website does not support e-commerce functionality.

Det Kim Kien Hoa’s digital communication strategy

What is Det Kim Kien Hoa? 

Founded in October 2002, Det Kim Kien Hoa has been operating and growing for over 20 years. The company specializes in providing comprehensive services, including Knitting, Dyeing, Needle Stretching, Scraping, and Finishing of fabrics, with a focus on textile dyeing and seamless integration of fabric weaving and dyeing processes. Over the years, Det Kim Kien Hoa has expanded its production capacity and invested in modern technological innovations. Currently, the company owns two dyeing factories and a 5,000m² warehouse system.

Pages where Det Kim Kien Hoa uses advertising

The LP used by Det Kim Kien Hoa is as follows:

First view

The website features a clean, professional design highlighting their expertise in fabric production. It showcases their specialties in knitting, dyeing, and finishing, with a variety of fabrics like cotton, polyester, and specialty textiles. Visuals include production facilities, fabric samples, and machinery, emphasizing their capabilities. A green phone icon and Zalo integration provide easy contact options, while the well-structured layout offers categories like “vải nỉ” (fleece), “vải cotton,” and “vải poly” for easy navigation.

Global menu

The global menu at the top of the website serves as the primary navigation bar, providing easy access to key sections such as Home, Fabric Category, Knitting Machines, Events, About Us, Careers, and News. Its concise and functional design ensures users can quickly find important information, and its top placement enhances visibility and usability for both local and professional audiences.

Product introduction

The “Vải Poly” product page serves as a category overview for polyester fabrics, featuring options like “Vải Poly 2 Da” and “Vải Poly Bọt,” each with thumbnail images and descriptions for easy visual comparison. Products are marked with a “Liên hệ” (Contact) label, indicating that pricing or further details require direct inquiry. A sidebar menu organizes the catalog by fabric types such as “Vải cotton” and “Vải nỉ,” while a search bar allows quick access. Clicking on a specific product like “Vải Poly 2 Da” leads to a detailed page with a high-quality image, technical specifications, a description of its properties and applications, and a list of strengths and limitations. The page also includes a customer review section and suggested products.

Web user’s goal

The page includes several calls-to-action (CTAs) to engage users and encourage interaction. A phone button is featured for direct contact, along with Zalo integration for additional messaging. Each product listing has a red “Liên hệ” (Contact) button for inquiries about product details or pricing. Navigation links like “Hỗ Trợ Khách Hàng” (Customer Support) and “Quy Định Và Chính Sách” (Policies and Regulations) provide further information, while the footer includes contact details, a Google Maps widget, and links to the company’s Facebook page for social media engagement.

Simplified UX diagram from the relevant page on the Det Kim Kien Hoa site

Customers can reach the company via phone, Zalo, or by visiting the company’s physical locations. E-commerce functionality is not available, and customers are encouraged to use the provided contact methods to request a quote or make inquiries.

Summary

Overall, all three websites effectively showcase their product portfolios and expertise, while also providing company information such as location, phone number, and email address to enhance user credibility. Each company offers a diverse range of polyester fabrics, with detailed information on fabric characteristics, uses, and technical specifications.

While TODA Thailand allows users to purchase products online, customers of Viet Thang Loi and Kien Hoa Knitted must contact the companies by phone, email, or visit in person to request a quote.

While Viet Thang Loi and Kien Hoa Knitted clearly demonstrate that they manufacture their own products, as evidenced by the pictures of their factories and their factory addresses, it is unclear from TODA’s website whether they are solely a third-party supplier or if they also manufacture their products.

Both TODA Thailand and Viet Thang Loi feature a language switcher, indicating that they cater to non-Vietnamese-speaking businesses as well.