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饮食和生活方式变革正在推动香港的零售创新|出海中国香港电商岛群第6期

2020-02-16 00:02:47

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仲量联行香港的房地产专家肖恩·麦克马纳斯(Shaun McManus)说,饮食和生活方式正在推动香港的零售创新。

 

运动服和运动服装行业一直在提升购物者的店内体验方面处于领先地位,麦克马纳斯(McManus)专门从事生活方式零售和餐饮业。他写道:为了提高冬季销售量,阿迪达斯最近在其位于铜锣湾的旗舰店中增加了一个虚拟现实试衣间,使客户有机会在模拟跑步机中通过温度控制系统模拟新产品的过程中测试新产品。

 

耐克在尖沙咀加连威老道的13,000平方英尺新旗舰店提供定制的T恤和运动文胸,以及个性化的教练区,客户可以在跑步机上测试跑步鞋,看它们是否合适。

 

仲量联行的餐饮服务咨询团队预测,到2020年,80%的零售商将在商店中拥有某种形式的其他娱乐元素或其他独特的产品。

 

通过实体店,在线商店和移动应用程序进行的全渠道零售的发展是在2017年可能出现的另一种模式。与其他市场不同,电子商务尚未在香港站稳脚跟。

 

根据香港贸易和发展理事会的数据,在全市设有全渠道销售平台的零售商中,在线销售额不到零售总额的5%。

 

为促进销售,零售商越来越多地转向社交媒体平台来销售商品,并且将寻求利用InstagramSnapchat之类的应用程序为客户提供幕后花絮的外观,以建立品牌参与度以及众多忠实的追随者。麦克马纳斯说。

 

每月在InstagramFacebookSnapchat上的点击量超过4000万;难怪钟表制造商丹尼尔·惠灵顿(Daniel Wellington)等受欢迎的品牌将其收入的最大比例归功于其社交媒体营销活动。

 

麦克马努斯还预测,今年有望进一步从传统的购物中心租户组合转变为对娱乐中心和美食广场的关注。

 

许多开发商已经开始重新定位他们的投资组合。太古地产(在香港的购物中心组合包括太古广场购物中心,CityPlaza和东荟城名品折扣店)一直处于这一运动的最前沿。例如,在太古广场购物中心(Pacific Place Mall),它在12个月内将餐饮业的占地面积增加了20%以上,并对其影院综合体进行了全面翻新,包括了采用最新音响系统技术的新贵宾楼,高分辨率屏幕和振动座椅。这些变化都是为了增加和保持购物中心的客流量并吸引新顾客而进行的。

 

 “弹出式商店的使用也将继续在大型购物中心中流行,使房东能够优化空间并最小化空置时间;考虑到该市零售业当前面临的挑战,这是一个重要的考虑因素。

 

麦克马努斯说,对于消费者而言,旋转的弹出式商店会刷新购物体验,并鼓励重复访问。

 

上述所有因素都表明,2017年香港零售市场将变得更加平衡和蓬勃发展,并表明来年的零售市场远未消亡。相反,我们认为这些变化将带来更健康的零售环境,从而推动国内消费,并减少对游客消费的依赖。在可预见的将来,香港必须并且将继续保持其在亚洲购物者天堂的地位。



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Activewear, F&B driving Hong Kong retail innovation

Food and beverage and lifestyle is driving Hong Kong retail innovation, says property expert Shaun McManus with JLL Hong Kong.

“The activewear and sports apparel sector has been a front-runner in elevating in-store experiences for shoppers,” McManus, who specialises in lifestyle retail and F&B with the property  company. “Looking to boost their winter sales, Adidas recently added a virtual reality fitting room in their flagship store in Causeway Bay, giving customers the chance to test new products in a training run simulation that mimics winter weather through a temperature control system,” he wrote in a market review.

Nike’s new 13,000 sqft flagship store on Granville Road in Tsim Sha Tsui offers customised T-shirts and sports bras, as well as a personalised coaching section where customers can test running shoes on a treadmill to see if they are the right fit.

JLL’s foodservice consulting team forecasts that by 2020, 80 per cent of retailers will have some form of additional entertainment element or other unique offerings, like these within their stores.

“The progression of omni-channel retailing – through physical and online stores and mobile apps – is another pattern that looks likely to emerge in 2017. Unlike other markets, eCommerce has yet to gain a strong foothold in Hong Kong.

According to the Hong Kong Trade and Development Council, online sales account for less than 5 per cent of total retail sales among retailers with an omni-channel sales platform within the city.

“To boost sales, retailers are increasingly turning to social media platforms to sell their goods, and will look to take advantage of apps like Instagram and Snapchat to give customers a behind-the-scenes look at their operations with the aim of building brand engagement and legions of loyal followers,” says McManus.

“With over 40 million hits per month on Instagram, Facebook and Snapchat combined; it is no wonder popular brands such as watchmaker Daniel Wellington are attributing the largest proportion of their revenue to their social media marketing campaigns.”

McManus also forecasts that this year promises a further shift away from traditional shopping mall tenant mixes towards an increased focus on entertainment hubs and food courts.

“Many developers are already starting to reposition their portfolios. Swire Properties – whose shopping mall portfolio in Hong Kong includes Pacific Place Mall, CityPlaza and Citygate Outlets – has been at the forefront of this movement. At Pacific Place Mall, for example, it has increased the F&B footprint by more than 20 per cent in the space of 12 months and totally revamped its cinema complex to include a new VIP House with state-of-the-art sound system technology, higher resolution screens and vibrating seats. These changes have all been made with the aim of increasing and retaining footfall to the mall and attracting new customers.

 “The use of pop-up stores will also continue to be popular in prime malls, enabling landlords to optimise space and minimise void periods; an important consideration given the current challenges facing the city’s retail sector.”

McManus says that for consumers, revolving pop-up stores freshen the shopping experience and encourage repeat visits.

“All of the above factors point towards a more balanced and increasingly vibrant retail market for Hong Kong in 2017, and suggests that it is far from all doom and gloom for the sector in the year ahead. Rather, we believe these changes are ushering in a healthier retail climate that drives domestic consumption and is less reliant on tourist spend. Hong Kong must, and will, maintain its status as a shopper’s paradise in Asia for the foreseeable future.”


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