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Cover Story
ZALORA is principally engaged in online shopping platform for
fashion in Southeast Asia and Hong Kong markets. Luca viewed
that online shopping is not yet popular in these markets despite
their high internet penetration rates. This implies that there are plenty of rooms for
growth and great potentials for online shopping for fashion, he said.
Luca said that the company has teamed up with more than 500 international brands
and has equipped with an impeccable online operating structure covering payment and
logistics systems and free return services. The company regards both online and offline
channels of equal importance. It has devoted to developing a business model which
connects online channels with offline ones so as to engage customers from both channels.
The company has also partnered with local retailers, the media and banks to carry out
offline marketing campaigns while setting up pop-up stores at shopping malls attracting
customers to purchase products online. This approach has achieved remarkable results.
ZALORA
主攻東南亞和香港市場的網購時裝平
台，
Luca
認為這些市場網絡滲透率高，但網購
並不普遍，這意味仍大有增長空間，網上時裝
購物大有可為。
Luca
表示，公司與超過
500
國際品牌合作，有
完善網上營運架構，包括支付系統、物流系
統、免費退貨服務等。同時，公司認為線下線
上同樣重要，並致力發展一套由線上連接線下
的模式，實行雙線吸納客戶群。公司與本地零
售商、媒體、銀行等合作，進行線下推廣，並
在商場設立
pop-up store
，由線下吸引顧客到
線上，成效顯著。
Shopping from online to offline
由線上走到線下的模式
Mr. Luca Barberis, Managing Director, ZALORA Hong Kong
Mr. S K Cheong pointed out that, with the rapid development
of technology, a new generation model is introduced every 18
months; and it is necessary for every sector to know how to
respond to these changes and keep up with trends to create opportunities.
Mr. Cheong viewed that online and mobile app marketing are of equal importance,
but the latter would enable retailers to get hold of customers' information and
preferences. In addition, retailers may draw on the strategies adopted by TV media
which has taken full advantages of technology in two major directions, i.e. to "go
online" and to "go interactive". While all TV content and programmes are accessible
online, advertising will become more interactive. He stressed that despite rapid
development of technology, the principle that "content is king" remains unchanged;
and that there are supporters as long as there are attractive products and contents.
鄭善強先生指出，科技發展日新月異，每隔
18
個月便更新一代，各行各業要懂得隨之而變，
以配合潮流創造機遇。
鄭先生認為，於網上營銷及手機應用程式
(app)
推廣同樣重要，但透過手機應用程式更
能掌握顧客的資料和喜好。此外，零售商可借
鑑電視媒體應對策略，即電視善用科技的兩大
方向：「
go online
」和「
go interactive
」，所
有節目內容既可在網上收看，而廣告也將變得
更為互動。他強調，雖然科技發展迅速，但
「
content is king
」始終不變。只要有好的產
品和內容，引人入勝，自會有捧場客。
Omni-Channel Marketing & Retailing
全渠道市場推廣及零售
Mr. S K Cheong, Executive Director & General Manager, Television Broadcasts Limited
電視廣播有限公司執行董事兼總經理 鄭善強先生
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