Mr. Winston Chow
周允成先生
After a prolonged period of business downturn for
three years, Hong Kong retail performance showed
signs of improvement in 2017. For the first nine
months, the total retail sales value increased by
nearly 1% year-on-year. The overall performance
however, when comparing to the peak in 2013, was
still significantly dampened, especially in the luxury
sectors.
Certain sectors of Hong Kong’s retail business
hinge very much on tourist spending, especially the
Mainland tourists who made up over 75% of our
total visitors. In recent years, their average spending
on shopping has reduced, particularly on gift-giving
and big-ticket items. Some Mainland visitors also
divert their interest to experiencing other attractions
like hiking, sightseeing and family activities.
To cope with the evolving retail landscape, retailers
have been adjusting their business strategies. Store
consolidation in the form of store size reduction
and relocation to districts which better serve local
customers is common practice to curb our high
shop rental cost. On the proactive side, we see
increasing staff training, product mix and price point
adjustments to better serve local customers’ needs.
It is increasingly noticeable that retailers embrace
the advancement of IT. More and more retailers
are engaging in some forms of e-commerce, be it
in Hong Kong or in the ever popular Mainland B2B
portals, B2C portals and self-run e-shops. Online
marketing using social media has already taken a
big share from traditional media budget.
What is to follow is the omni-channel model where
online and offline business will be integrated, with
supply chain and logistics operation integration
to provide the necessary efficiency. “Smart” POS
with cross-channels CRM functionality and “Smart”
Warehouse with high-level of automation are
advancing. With big data and cloud computing,
business will be able to track and analyze customer
spending pattern/behavior and customize offerings
to target shoppers.
香港零售市道放緩持續了三年，終在2017年喜見好轉跡
象。在本年度首九個月，零售業總銷貨價值按年上升近
1%。然而，相比於2013年的高位，整體表現依然明顯受
挫，奢侈品市場的表現尤其萎靡不振。
香港多個零售類別非常依賴旅客消費，尤其是佔訪港遊客總
數逾75% 的中國內地旅客。近年來，內地旅客的購物金額
下跌，送禮用品及奢侈品消費尤其嚴重萎縮。不少內地旅客
訪港的主要目的，已由消費購物轉為遠足、景點觀光及家庭
活動。
面對瞬息萬變的零售環境，零售商不斷調整業務策略。零售
商往往透過整合店舖，以減低高昂的租金及營運成本，包括
租用面積較小的店舖，以及將店舖由旅遊區遷往以服務本地
顧客的地區。協會亦樂見零售商採取積極措施加強員工培
訓，同時以更優質的產品及更優惠的價格去滿足本地顧客的
需求。
資訊科技的應用日益普遍，無論在香港還是中國內地，越
來越多零售商採用不同的電子商貿模式，包括企業對企業
（B2B）、企業對消費者（B2C），及自營網店。零售商更將
本來用於傳統媒體的宣傳預算，大部
分轉投於社交媒體進行網上營銷。
全渠道營銷亦已是大勢所趨。
零售商透過融合線上線下業
務，整合供應鏈與物流，以提
升營運效率。與此同時，俱顧
客關係管理功能的「智能」銷
售系統（POS），以及高度自動化
的「智能」倉庫也發展神
速。透過大數據及雲端
運算，零售商能夠追蹤
及分析顧客的消費模式
或行為，使為目標顧
客群提供所需產品
及服務。
Vice-Chairman's Message
副主席之話
Engaging Customers in New Retail Era
配合零售新時代 提升待客之道
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