Hong Kong cosmetics trends and tactics



>>Voiceover: Luxury boutiques and bustling street markets sitting side by side. Hong Kong is a shopper’s paradise despite online sales in Hong Kong increasing 13 per cent last year they’re still considerably less than in mainland China.

>>William Tsui: Shopping is quite convenient in Hong Kong and consumers take shopping as a kind of entertainment. So they would rather go out to the shopping mall and look around and touch the product as well.

>>Tiffany Lau: China is a very, very big market. I would say probably one-third of the spending is on online and also for the second and third tier cities, sometimes they cannot find the brands they want. To save the hassle of the traffic congestion and also can’t find the product they want.

>>Voiceover: While online sales are still emerging, blogging and social media are well established in Hong Kong.

>>Tiffany Lau: We have been using bloggers a lot; it’s very effective. But I think you also need to think about the mainland Chinese market. China cannot see Facebook, okay, so we have to use other platforms similar to Facebook which is called Weibo to promote our brands, our products so that the people can know your brand so when they come to shop in Hong Kong they can come to your store. Also they can buy online also.

>>Voiceover: Asian pop culture is a key influencer to retail sales. Celebrity endorsements and in store appearances are popular ways to sell products.

Right now the Korean Wave is trending in Hong Kong and across Asia.

>>Peter Law: The culture of Korean is getting very popular, such as TV shows, music, celebrities, idols and a lot of electronic products like phones.

>>Voiceover: Like their Korean counterparts, Australian companies need a strong visual appeal to get their products noticed in the Hong Kong marketplace.

>>Tiffany Lau: ‘Cause they’re very clear, what we call point of sales material, like a leaflet or a poster or sales tag to tell the consumer what they’re selling and what their specialties are.

>>Voiceover: Apart from social media, what else can Australian sellers do to build their brand in Hong Kong?

>>Tiffany Lau: Free product trial. When you don’t have too much budget on the advertisement at least you have to have sachets or samples or even travel size for the retailers to promote your brand and let people try out your product. I will give you like 500 pieces [of] sachets to your readers for them to try your products and for them to write a review and we can put them on Facebook or other social media, which is a great way to promote your brand and let people to test the result.

>>Voiceover: So to sum up, make sure your business is wired into Hong Kong’s local social media trends and, finally, make sure you provide quality promotional material and samples to distributors to build your brand in Hong Kong.