The Association thanks the sponsorship of the following companies
協會鳴謝以下公司贊助﹕
Gold Sponsor 金贊助
PlatinumSponsor 白金贊助
Corporate Sponsor 企業贊助
Exclusive Digital Media Partner 獨家數碼媒體伙伴
Media Partner 媒體伙伴
E-Commerce
|
purchase apparel via its online platform, get coaching from Nike+Run Club App, and enjoy various value-added services
at its physical stores.
賴榮貴先生認為實踐品牌理念需不斷創新，所以公司的網上營銷與實體銷售連結貫通，為顧客創造一體化的體驗。他分享
公司品牌今年開始成為渣打香港馬拉松的獨家運動用品贊助和訓練夥伴，消費者既可在電子平台選購裝備，並可以
Nike+
Run Club App
獲取訓練指導，更可在實體店中享受各種增值服務。
Unique Positioning of Shopping Malls under Omni-channel Retailing
全渠道零售下
商場獨特定位
Ms. Maureen Fung, Director, Sun Hung Kai Properties (China)
新鴻基地產
(
中國
)
董事
馮秀炎女士
Ms. Maureen Fung said that, in order to keep pace with the trend of omni-channel retailing, digitalization has become
the prevailing trend of shopping malls. While introducing mobile applications to facilitate customers’ shopping,
technological features such as virtual reality (VR) and augmented reality (AR) are also applied to events organized
by the shopping malls. These measures help strengthen the company’s interaction with customers. In face of the
challenges ahead, she said that industry peers should continuously provide customers with excellent customized
service, organize activities in an innovative way and make good use of social networking. By doing so, customers can
embrace both space and environment and enjoy unique experiences while going shopping.
馮秀炎女士指出，全渠道零售趨勢下，商場數碼化已是大方向。商場除增設各種手機應用程式，方便顧客購物外，商場舉
辦的各類活動也加入科技元素，例如採用
VR
和
AR
技術等，務求加強與顧客互動。她認為面對挑戰，業界應繼續為顧客提
供優越的個人化服務，以創新推廣活動及善用社交網絡，讓市民擁抱空間與環境，購物之餘，也可換來獨特體驗。
Afternoon Panel Session: Golden Rules on Retailing, Change it or Not?
下午討論環節：黃金法則
變與不變
Moderator: Mr. Thomson Cheng, Chairman, Hong Kong Retail Management Association
主持人﹕香港零售管理協會主席 鄭偉雄先生
Technology is undoubtedly playing a disruptive role in the way customers shop, yet the industry is always fraught with
challenges and opportunities. Mr. Thomson Cheng invited the guests to share what should be upheld and what should
be changed by a business during the transformation process.
Mr. Vincent Lai noted that, in order to keep up with the changing times, not only should a retail brand take care
of “customer needs”, but also look to “consumer insight”. In other words, it should create a new experience from
customers’ perspective. Not only guiding customers to move forward, a brand can also lead the market development.
Mr. Vincent Tsui noted that, although technology is fast evolving, the key to success has not changed at all. A business
should look for sophisticated content to make up for the defect of fragmented online information. Ms. Maureen Fung
noted that, despite our society being transforming, a business should continue to espouse the spirit of providing
service from the heart. While growing the business, it should also encourage positive attitudes in our society in
believing that there will be a brighter prospect ahead.
電子科技顛覆傳統零售模式，挑戰與機遇並存。鄭偉雄先生邀請嘉賓分享企業在變革過
程中，變與不變之間，須把持哪些重點。
賴榮貴先生指出，時代不斷演變，零售品牌除了顧客需要「
consumer need
」，亦應該
努力發掘「
consumer insight
」，即是從顧客角度創新體驗，引領顧客向前的同時，亦
可引領市場發展。徐緣先生指出，雖然科技日新，但成功法則不變，企業應發掘富深度
的內容，填補網絡資訊碎片化之不足。馮秀炎指出，縱使社會不斷脫變，企業應秉持從
心出發的精神，做好業務之餘，也應為社會帶來正能量，相信前景定能一片明亮。
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