ASUS brings laptop experience model to HCMC

(Dan Tri) - Faced with changes in consumer behavior in Vietnam, ASUS is adjusting its strategy to meet users' needs for real-life interaction with technology products.

ASUS has just opened the ASUS Exclusive Store at 264 Nguyen Thi Minh Khai, Xuan Hoa Ward, Ho Chi Minh City - the second experience store model in Vietnam after the ASUS Exclusive Store in Hanoi earlier this year. Last week, the company also launched the ROG Exclusive Store at 158-160 Ly Thuong Kiet, Dien Hong Ward, Ho Chi Minh City, in addition to the ASUS AI Innovation Hub chain that has been deployed since 2024.

The first ASUS Experience Store in Ho Chi Minh City (Photo: ASUS).

Rapidly expanding the experience store system is ASUS's way of adjusting its approach to Vietnamese users, focusing on direct interaction spaces instead of just through traditional retail channels. This is a strategic move in the context of rapidly changing consumer behavior, especially in large cities.

Consumer trends change as users prioritize experience

With a large role in studying, working and entertainment, laptops have become the most used devices in life. According to ASUS, Vietnamese users spend an average of 8-10 hours per day on laptops. Along with the continuous increase in GDP per capita, consumer behavior has also changed significantly.

Users are increasingly willing to invest in products with long-term value, not only based on technical specifications but also emphasizing the experience factor. Criteria such as battery, weight, display, multitasking ability - which cannot be evaluated based on parameters - are increasingly playing a key role.

The demand for hands-on experiences with technology such as AI laptops, Lumina OLED screens, Ceraluminum materials, etc. has increased sharply (Photo: ASUS).

Users tend to try products before buying, from the keyboard, screen, overall design and accompanying services. In the mid- and high-end segments, where consumers are willing to pay more, real-world experiences become the default expectation. According to ASUS, the Zenbook line now accounts for 9% of consumer laptop sales (non-gaming) in Vietnam, double the 4.5% share five years ago.

“Consumers are not only looking for devices that meet their current needs, but also want products that can accompany them for many years to come,” said Peter Chang, General Manager of ASUS Asia Pacific .

Along with that, the emergence of new technologies such as AI laptops with integrated NPU, Lumina OLED screens or ultra-thin and light designs with new materials such as Ceraluminum have increased the demand for direct contact with the product. By the end of the second quarter of 2025, according to data from Microsoft, ASUS accounted for 26% of the market share of Windows laptops consumed in Vietnam and continued to consolidate its leading position.

When the demand for AI laptops began to appear, ASUS not only quickly brought the first Copilot+PC model to Vietnam but also deployed the ASUS AI Innovation Hub experience model with retail partners (Photo: ASUS).

ASUS representative said that since launching the first Copilot+ PC model in Vietnam, Vivobook S15, in July 2024, the Copilot+PC market share has increased from 0.2% to 4-5% of total weekly sales in just one year. For ASUS alone, the Copilot+PC ratio has increased to about 7-8% of the company's total weekly sales. The company continues to expand with many platforms such as Intel Core Ultra, AMD Ryzen AI or Snapdragon X. By June 2025, ASUS holds more than 50% of the Copilot+PC market share in Vietnam.

The growth rate reflects not only the interest of users in new technology, but also the continuous expansion of ASUS's experience model. "We see long-term potential for expansion in Vietnam - where users are looking for real-life experiences and solutions that suit increasingly specialized needs," said Mr. Peter Chang.

ASUS transforms to keep up with user needs

In response to changes in consumer behavior, ASUS is restructuring its approach to the Vietnamese market to enhance real-world experiences. From 2024, the company will deploy ASUS AI Innovation Hubs in Hanoi and Ho Chi Minh City - where users can directly test AI laptops and receive technical advice.

First opened in March in Hanoi, ASUS Exclusive Store is where users can experience the ASUS ecosystem, receive in-depth advice and exchange technology (Photo: ASUS).

The ASUS Exclusive Store model continues to be deployed in Ho Chi Minh City in August, combining display, consultation, workshop (discussion) and product interaction. Previously, ASUS expanded into the gaming segment with ROG Exclusive Store - opened on July 26 in Ho Chi Minh City, focusing on the ROG ecosystem, from gaming laptops to components and accessories, with a space designed specifically for the gaming community.

ASUS does not build its own retail system, but cooperates with domestic retailers such as Phong Vu, Hesman, An Phat. This model demonstrates the strategy of accompanying the domestic distribution system to enhance the shopping journey and promote innovation at the point of sale.

ASUS Experience Store does not compete with traditional distribution systems, but adds another touchpoint in the shopping journey (Photo: ASUS).

“We see long-term expansion potential in Vietnam, where users are not only interested in performance, but also seek real-life experiences and solutions that suit increasingly specialized needs. Investing in the experience space is ASUS’ way of realizing its commitment to accompany users - not only through products, but also through the entire journey of technology experience,” said Mr. Peter Chang.

Source: https://dantri.com.vn/cong-nghe/asus-mang-mo-hinh-trai-nghiem-laptop-den-tphcm-20250806173944199.htm