2016年-数据局_毕马威：2016年香港电子商贸的前景_44页_2mb

Summary of Outlook for E-commerce in Hong Kong

Core Content

This document provides an in-depth analysis of the current and future outlook for e-commerce in Hong Kong, based on surveys conducted by KPMG China and GS1 Hong Kong in Q3 2016. It explores both consumer and CEO perspectives on the adoption of e-commerce and omnichannel strategies, highlighting the challenges and opportunities facing the retail sector.

Main Points and Key Information

Consumer Trends

• Current Shopping Habits: Hong Kong consumers are still more inclined to shop in physical stores due to the city's high population density, numerous retail outlets, and efficient transport infrastructure. However, there is a growing shift towards online shopping.
• Future Intentions:
  • Almost half (47%) of Hong Kong consumers plan to make more purchases via mobile phones in the next two years.
  • There is a noticeable increase in the use of mobile apps and online retail websites, especially in categories like sporting goods, beauty and wellness, home appliances, and lifestyle.
  • Click and Collect is gaining popularity, with up to a quarter of consumers intending to use this hybrid model.
• Preferences and Concerns:
  • The main attractions of e-commerce are cost savings, convenience, and access to overseas brands.
  • Consumers are particularly concerned about return and refund policies, online payment security, and product discrepancies in size and color.

CEO Perspectives

• Challenges:
  • Many CEOs are concerned about finding skilled staff and integrating online and offline operations without cannibalizing existing channels.
  • The economic downturn and fall in demand from both local and non-local shoppers have forced some CEOs to reconsider their e-commerce strategies.
  • High distribution costs and increased competition are major barriers to e-commerce growth.
• Opportunities:
  • CEOs see the development of e-commerce and omnichannel capabilities as essential for business survival.
  • Social media and messaging platforms are seen as key tools for customer engagement, though only 10% view them as sales channels.
  • The potential for omnichannel integration is widely recognized, with a focus on creating a consistent customer experience across all channels.
• Strategies:
  • The top three growth strategies include developing new business opportunities, launching new products, and cutting costs.
  • E-commerce capability development is now considered the fourth most important strategy.

E-commerce Penetration and Future Outlook

• Global Perspective: KPMG Boxwood predicts that e-commerce penetration will level out at 25% globally, indicating that physical stores will still play a significant role.
• Local Outlook: While e-commerce is growing, it is still lagging behind mainland China. However, the trend suggests that it will continue to accelerate, especially with the rise of mobile commerce.

Case Studies

Neil Galloway, Dairy Farm International Holdings

• Market Conditions: Observes a downturn in Hong Kong's retail environment, with falling tourist numbers and a lack of world-class events.
• E-commerce Strategy: Emphasizes the need for a balanced approach between meeting consumer needs and ensuring profitability.
• Challenges: High property costs, consumer empowerment, and the need for personalized shopping experiences.
• Opportunities: Accelerated investment in e-commerce, especially mobile, and the use of CRM and loyalty programs to drive customer engagement.

Luke Grana, GRANA

• Business Model: Founded in 2014, GRANA is an online fashion retailer that focuses on affordable, high-quality clothing.
• Growth Strategy: Combines online sales with pop-up showrooms to enhance brand experience and customer interaction.
• Key Success Factors: Word-of-mouth, social media engagement, and personalized customer service (e.g., handwritten thank you cards).
• Future Plans: Expansion into the US and mainland China markets, with a planned pop-up in NYC and a Chinese language website.

Roger Staeheli, Nespresso

• Omnichannel Approach: Nespresso has developed a multi-channel strategy that includes retail, e-commerce, trade, and a Customer Relationship Centre.
• Customer Experience: Focuses on consistency across all channels, particularly in product, price, and promotion.
• E-commerce Growth: Despite the fast growth of its online channel, convenience and high distribution costs are the main challenges.
• Future Outlook: Remains optimistic about the future of e-commerce in Hong Kong and Macau, with plans to expand and enhance customer relationships.

Conclusion

The document outlines that while Hong Kong consumers are still more loyal to physical stores, the shift towards e-commerce and omnichannel strategies is inevitable. CEOs are increasingly aware of the need to adapt and are beginning to invest in these areas, albeit cautiously. The integration of online and offline experiences is seen as crucial, and the development of personalized services, better data handling, and cost-effective logistics will be key to success in the evolving retail landscape.