Brand Promotion

Experience Sharing Seminar on “Tapping into Southern China Market”

As concluding session of the Project, a seminar under the banner of “Tapping into Southern China Market” was held on 18 June 2013.

After introducing the gist of “Survey Report on Southern Fujian Consumers’ Perception of Hong Kong Brands”, Dr Sherriff Luk, Head of PolyU Shenzhen Base Brand Strategy & Innovation Center cum Associate Professor of Department of Management and Marketing of the Hong Kong Polytechnic University, put forward some suggestions on the effective strategies for building and promoting brands in Southern Fujian region, and Dr Thomas Chan, Head of China Business Centre of Hong Kong Polytechnic University, introduced the on ongoing changes in China’s consumption pattern. Besides, Mr Stephen Wong, General Manager of San Dynamic Ltd and Mr Ellis Wong, Chief Executive Officer of Kiu Fung Hong Ltd, shared with the audience their real-life experience in developing domestic sales as well as the observations on the Southern Fujian Market. The Seminar attracted about 80 participants.

Download "Survey Report on Southern China Consumers' Perception of Hong Kong Brands"

Download the PowerPoint of "Tapping Into Southern China Market by Brand-Building" (Speaker: Dr. Sherriff Luk, Faculty of Management and Marketing of the Hong Kong Polytechnic University)

Download the PowerPoint of "China Consumption Revolution" (Speaker: Dr. Thomas Chan, Head of the China Business Centre of The Hong Kong Polytechnic University)

Roadshow and Promotional Campaign

A three-day roadshow was staged at Xiamen Robinsons Shopping Mall from 12 to 15 April 2013 to promote Hong Kong brand image and disseminate information of “Xiamen Hong Kong Brand Festival”among local citizen, through catwalk shows, interactive games, lucky draws and information panel display.

Apart from newspaper and magazine advertising in Hong Kong, the BDC also carried out an intensive promotional campaign in South Fujian region, which consisted of advertisements on local newspapers and magazine; radio and SMS broadcasting; as well as outdoor advertising on bus, bus stop, shopping mall, streets and foot bridges.

A series of printing materials such as leaflets and directory of the participating brands of “Brand Hong Kong – Stylish Gallery” as well as souvenirs like pens and recycle bags were distributed to local citizens to reach out to a wider audience.

Business Networking Meeting

The Organisers convened a “Business Networking Meeting” on 27 April 2013 at Xiamen Conference and Exhibition Center, which provided a platform for Hong Kong brand operators to meet and explore cooperation with Mainland distributors and other potential business partners, especially those based in Southern China.

The meeting commenced with welcome remarks by the BDC Chairman Ms Shirley Chan and Mr Su Yuquan, Chairman of China Council for the Promotion of International Trade Xiamen Sub-Council; and CMA Vice Presdient Dr Edward Tsui presented souvenirs to the supporting organisations on behalf of the Organisers. Over 250 Hong Kong brand operators and Mainland distributors attended the networking meeting.

Survey on Southern Fujian Consumers’ Perception of Hong Kong Brands and Purchasing Behavior

Commissioned by Organiser, a research team led by the experts of the Hong Kong Polytechnic University conducted a questionnaire survey at Xiamen, Quanzhou and Zhangzhou around late April to early May. The Survey successfully interviewed 1,017 local citizens and gathered views on consumers’ awareness and perception on Hong Kong brands, helping to provide Hong Kong companies with first-hand information and insights in regards to the consumer behaviors and the business environment of South Fujian region. The survey finding was released on 18 June 2013.

Download "Survey on Southern Fujian Consumers’ Perception of Hong Kong Brands and Purchasing Behavior"

“Hong Kong Brands: Good Show!” Thematic Performance Programmes

A series of stage performances and thematic programmes with focus on selected manufacturing or service industries were lined up at venue of “Brand Hong Kong – Stylish Gallery”, in an attempt to demonstrate the diversity, viability and lifestyle-orientation of Hong Kong brands.

Scattered over the six-day exhibition period, 21 shows were put on including talks on the topic of fashion jewellery design and maintenance, and selection of precious Chinese herbs and dried seafood; demonstrations of “dim sum” cooking, trendy make-up, brewing of Hong Kong-style milk tea; and catwalk shows to display participating brands of the Gallery.

Brand Hong Kong – Stylish Gallery

While the “2013 Hong Kong Trendy Products Expo, Fujian Xiamen” (The Expo) was held at Xiamen Conference and Exhibition Center from 27 April to 2 May, 2013, the BDC set up a large-scale showcase namely “Brand Hong Kong – Stylish Gallery” at the exhibition hall, with an aim to promote the collective image and demonstrate the latest developments of Hong Kong brands.

An Exhibits Selection Committee was formed, which included Mr Jimmy Ng, Vice President of the CMA; Mr Simon Wong, Vice Chairman of the BDC; Mr Eric Ng, President of the Hong Kong General Chamber of Small & Medium Business; Mr Alvin Wong, Director, Institute for Entrepreneurship of Hong Kong Polytechnic University; Mr Tony Lam, Director - Corporate Services of Hong Kong Productivity Council; Ms Daisy Lui, Deputy Executive Director, Hong Kong Tourism Board; Ms Ruth Yu, Executive Director of Hong Kong Retail Management Association; and Dr John Lo, Senior Consultant of Hong Kong Design Centre. The Committee held a meeting on 4 March 2014 to conduct a screening on brands applied for the showcase and to advise on the design outlay of the Gallery.

Centering on the theme of “Trendy and Quality Life”, the Gallery displayed a total of 100 product brands and service brands of Hong Kong. The “Product Brand” zone features over 190 product items under about 80 local brands, selected from six consumer products categories, i.e. fashion & accessories; jewelry & watches; household products & fine living; home appliances & electrical products; food; and Chinese medicine, healthcare & beauty products. At the “Service Brand” zone, a set of panels were set up to display information of participating brands from a verity of industries like retail & wholesale, hotel & catering, tourism & entertainment and professional services.

“Xiamen Hong Kong Brand Festival” Project

As the ancestral hometown of many Hong Kong people and a pioneer in adopting the open-door policy, the nick-named “Southern Fujian Golden Delta”, basically comprising Xiamen, Quanzhou and Zhangzhou, has long-standing and close socio-economic ties with Hong Kong. In tandem with the rapid economic growth, the liberalization of “Three Links” across the Taiwan Strait as well as the availability of high-speed rail network, the recent years have seen the rise of Southern Fujian as an emerging market with phenomenal potential and increasing influences. It is not only a strategic foothold for Hong Kong brands to “go beyond” Pearl River Delta and expand the frontier of domestic sales in the South China, but also a gateway to the vast East China and Central China markets.

In line with Hong Kong industries’ recent developments in the Mainland market, the BDC implemented the “Assisting Hong Kong Brands to Explore Southern Fujian Market through Organizing ‘Xiamen Hong Kong Brand Festival’ Serial Activities’ Project under the sponsorship of the “Dedicated Fund on Branding, Upgrading and Domestic Sales- Organization Support Program”(BUD), with the CMA Exhibition Services Ltd(CMAESL) acting as the Implementation Agent and the CMA as Collaborating Organization. This 11-month Project commenced on November 2012.

The Project staged a promotional campaign under the banner of “Xiamen Hong Kong Brand Festival”, aiming to promote the collective image of Hong Kong brands and help Hong Kong enterprises to better understand the domestic market and explore business opportunities in the Mainland particularly Southern Fujian. It features a series of diversified activities that tie in with the current needs of Hong Kong enterprises, including setting up a large-scale gallery at the “2013 Hong Kong Trendy Products Expo, Fujian Xiamen” (the Expo) to showcase the latest development of Hong Kong brands, accompanied by a variety of road shows, stage performances and thematic programmes aiming to promote Hong Kong brands and representative products and services; conducting a questionnaire survey on local consumers notably Xiamen citizens with an eye to understanding their brand preferences and consumption behaviors; organizing a networking meeting to facilitate the business matching between Hong Kong brand operators and Mainland distributors, service providers as well as other potential business partners; and lining up publicity activities in Hong Kong including a experience sharing seminar with emphasis on the strategies and practices of Hong Kong brands in exploring Mainland market.

A Press Conference was held on 19 November 2012, at which the CMA President Mr Irons Sze, BDC Chairman Ms Shirley Chan and CMAESL Chairman Mr Jimmy Ng were the officiating guests to announce the kick-off of the Project and to introduce its details and schedule to the media and the industry.