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Cover Story
Afternoon Session: The Disappearing of Golden Selling Rules
下午環節：「消失中的黃金銷售法則？」
In the digital era, traditional sales tactics and customer touchpoints have already been replaced by “clicking”, “browsing” and
“sharing” as the major forms of retailing. Three keynote speakers shared at the afternoon session their views of stimulating
customers’ desire to purchase by providing them with innovative shopping experiences. Their goals were to explore new golden
rules for marketing in the digital era.
在數碼大行其道的時代，「點擊」、「瀏覽」、「分享」已打破了傳統的銷售手法及顧客接觸點。下午環節，三位講者分享如何以創
新的購物體驗激發消費者的購物意欲，尋找數碼大洪潮下新的黃金法則。
Content Marketing for Retail – Why Retailer Needs to Run a Media in Future
零售內容營銷―未來零售商也要辦傳媒
Mr. Vincent Tsui, Chief Marketing Officer, Next Digital Ltd.
壹傳媒
Chief Marketing Officer
徐緣先生
Mr. Vincent Tsui noted that the rise of digital and social media has brought about fast-changing flow of online
information. It is no longer easy for a company to win a market by adopting tactics of quantifying marketing
influences on sales alone. Instead, creative and quality content marketing can help draw more customers’ attention,
he said. Giving a number of very popular online advertising videos as examples, he noted that one of the successful
marketing strategies is to discover the unique story of a brand to win the heart of audiences so as to stimulate their
desire to purchase. Businesses may also seek cooperation with “micro key opinion leaders” to gain wider exposure.
徐緣先生表示數碼和社交媒體興起，令網上資訊流動瞬息萬變，單以數量的營銷方式已不能輕易取勝，反而具創意及高質
素的營銷內容更能吸引消費者注意。他引用多個網上爆紅的廣告短片，分享成功的營銷策略是能夠發掘品牌的獨特故事，
使觸發觀眾的同感，繼而引發他們的購買欲。企業亦可借助邀請網絡世界「微形意見領袖」
(Micro KOL)
合作，更可廣收宣
傳成效。
From Online to Offline: An Integrated Omni-Channel Approach
從網上到實體銷售：一體化的消費者體驗
Mr. Vincent Lai, Marketing Director, NIKE Hong Kong Ltd.
NIKE
香港有限公司市務總監
賴榮貴先生
Mr. Vincent Lai viewed that it is necessary to realize brand concepts in an innovative way on an ongoing basis. In order to
create an integrated experience for customers, he noted that the company has connected its online marketing platform
with its stores. He said that NIKE brand was the sole apparel sponsor and the official training partner of Standard
Chartered Hong Kong Marathon 2017. In view of this, the company has diversified its channels to allow customers to
Morning Panel Session: To Dominate the Market by Winning the Channels
上午討論環節：得渠道者得天下
Moderator: Dr. Ricky Szeto, Ex-Co Member, Hong Kong Retail Management Association
主持人﹕香港零售管理協會執委會成員
司徒永富博士
Dr. Ricky Szeto started the panel discussion with business management guru Philip Kotler’s famous quote “Dominate
the Market by Winning the Channels”. All keynote speakers agreed that, regardless of bricks-and-mortar online shop,
customers are the most critical element. They suggested that retailers should create a warm customer experience
across different channels and build customer relationships at every touch point
by harnessing omni-channel retailing; that management teams should seek
partnership with online shops and bricks-and-mortar stores with an open attitude
and innovative thinking so as to explore more business opportunities together.
司徒永富博士在討論環節，以管理學大師
Philip Kotler
名言：「得渠道者得天下」作為討
論的引子。嘉賓講者均認為，不論實體店或是網店，顧客才是核心，零售商可利用不同
平台為顧客創造貼心體驗，更可利用全渠道的優勢，在不同接觸點與顧客建立關係。此
外，管理人員亦可持開放態度，以求新的精神尋找線上線下合作伙伴，共創商機。
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