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Living in Hong Kong
A Thrilling Experience
In 2008, we made a
great leap by deciding to relocate to Hong Kong.
FutureBest is on assignment to observe and document
the cultural and shopping behaviorial attributes in the region. This includes not only residents and
tourists, but the large expatriate community that is an important part of what makes life globally unique.
A high-fashion fixture in Lane Crawford, a Prince
jewelry store and a tea shop in Stanley; all forms of retailing have a place in Hong Kong and appear to do well at the same
time.
A recent visit to Hong Kong
Disneyland and we observed sights one would expect to see in Anaheim or Lake Buena Vista; the brand experienced transported
well. Unfortunately there are many complaints about the lack of attractions and few things to do besides shopping,
which we now can understand and sympathize with.
A first trip to Beijing through Shenzen. Pictured
is a beautiful jewelry store, China Red, that was on both sides of a transition ramp at the airport. In Beijing,
free-standing stores weren't readily apparent. In this wall-of-windows shop, a wide range of fashions were
displayed. A neighborhood Starbucks offered a menu and level of service consistent with anywhere else in
the world.
I intend to rely on my experience with techniques and methods used successfully in Western retail stores to attract customers, provide necessary information to consumers in order for them to make an informed buying decision, and help to close the sale, in my work in China. I am intrigued by the Asian consumer and determined to find by research and testing how these same, successful techniques can be applied, with necessary alteration, to the retail market in China.
Within a study of the existing conditions, it is of course necessary to observe the world's largest retailer to see how they have reinterpreted their brand to China.
The similarities of Wal-mart/China
to its US counterpart are many. The major difference are; the number of huge instore marketing displays in the aisles,
the vast quantities of merchandise, and the visual merchandise displays with include traditional asian fans, lamps and
ceremonial icons. What I can't show you are the food areas which were the most crowded with customers as well as
employees, looking for spying cameramen.
Initial observations of retailing in the region demonstrate there exists significant potential
for my personal quest to 'analyze and interpret Asian consumer behavioral patterns into techniques for retail
design which improve the customer experience.'
I think a demand by the Chinese shopper for
competent and focused customer service is on the rise.
