Cover Story
|
Leaders share keys to success in retail industry
領袖獻計 零售致勝之道
The annual Retail Conference organized by Hong Kong Retail Management Association, has reached its seventh
year in 2015. Carrying on the themes of "Omni-channel Retailing: A Revolutionized Shopping Experience" and "In
Their Own Words: How Business Leaders Sail Through Ups & Downs", the event invited a team of heavyweights
to share their visions and strategies for success. The event took place at Hong Kong Convention and Exhibition
Centre on 20 May 2015, and attracted some 800 retailers and guests. The conference was so well received that all
the sessions were full.
香港零售管理協會第七年舉辦「
2015
零售研討會—卓越零售 持續成就」，以「全渠道零售—革新購物體驗」及「領袖雋言：如何通
過順境逆境的考驗」為主題，並邀請了多位重量級嘉賓分享其遠見和成功策略。研討會於
2015
年
5
月
20
日在會議展覽中心舉行，吸引
接近
800
位同業及嘉賓參加，座無虛席，成為業界每年一度的交流盛會。
Communication + Shopping – birth of a Super App
通訊+購物 一個Super App的誕生
Mr. Norman Tam, Head of Hong Kong and Taiwan Offices, Tencent
騰訊香港暨台灣辦公室總經理
譚樂文先生
Mobile devices are not only good for accessing the Internet and chatting via messaging
apps, but are also an electronic wallet for shopping. This has thus completely
transformed the retail business model. Mr. Norman Tam shared his experience about
the development of WeChat, whose subscriber base has grown exponentially since
its inception. As at the end of 2014, the number of WeChat active accounts grew to
500 million. Mr. Norman Tam pointed out that setting up an official account is one
of the features available for retailers. Through the official accounts, he said, retailers
can communicate with individual users in various manners such as disseminating
information, promotions, customer service, etc. For example, through an official
account, an airline can provide users with information about their scheduled flights
and allow them to get their boarding passes.
What's more, users from the mainland China can even treat their accounts as electronic
wallets by making use of its payment function. They may shop and settle payment
by allowing stores to scan the QR Codes and Barcodes shown on the screen of their
mobile handsets. This service continues to be available to them when they visit Hong
Kong. In addition to shopping, WeChat accounts can even be connected to perform
different functions. For example, one may access an air conditioning system in his or
her office through his or her account to adjust room temperature.
手機流動上網，通訊程式不單用來「傾
偈」，更可用作電子錢包購物，徹底改變零
售模式。譚樂文分享了微信和
WeChat
經驗。
微信自發布以來，用戶爆發性增長，截至去
年底，微信和
WeChat
月活躍帳戶達
5
億。譚
樂文指出，零售企業可選用的功能之一，是
設立官方帳號，與個人用戶作各種溝通，如
發放資訊、宣傳推廣、顧客服務等。舉例
說，航空公司透過官方帳號，不單可讓用戶
獲取航班資訊，亦可辦理登機證。
此外，在內地用戶甚至可透過支付功能，把
帳戶當作電子錢包，在商店掃描手機屏幕上
QR Code
或
Barcode
，即可付款購物。內地
旅客來港也可採用相關服務。除了購物，
WeChat
帳戶甚至可連接物件，如在辦公室開
會，可透過帳戶連接空調系統，調校室內冷
氣溫度。
9
