“The event not only provides an opportunity for brands to enter the mainland market, but also helps us better understand the mainland market and adjust our marketing strategy through a series of promotional activities. Bhaw á,” said Marco ng, manager of Bhaw á’s exclusive Hong Kong dealership. The Thai brand, whose sole agent in Hong Kong has mastered the mode of physical display and sale in Hong Kong, will explore the mainland’s online shopping market through the Hong Kong Food Festival and pursue a two-track development. Marco said, “It will definitely help raise the profile of Bhaw á in the mainland. ”
Bhaw á, meaning”State of being,” is a brand that originated in Thailand. Since its inception, the brand with a unique spa products and concept in Thailand has won wide recognition, to promote people’s attention to the present, in harmony with nature, to find the meaning of life. Marco decided to introduce the product in 2022 because he thought the brand concept coincided with the need of busy Hong Kongers to relax physically and mentally.
To enter the mainland on a pilot basis in Hong Kong
After gaining a foothold in the Hong Kong market, Marco realised that the mainland market was a huge consumer market with many opportunities and he wanted to bring his products to the mainland market. But entering the mainland market is not easy. “Lack of familiarity with mainland customs procedures and procedures is a major challenge in entering the mainland market. ”
Fortunately, the brand has established a foothold in Hong Kong. Marco explained that Hong Kong has played a key role in brand development in the mainland market. “Hong Kong’s role is a pilot for foreign brands to enter the mainland market, as Hong Kong is close to the mainland,” he said, with similar cultural background and characteristics, and to a certain extent the same demand for products, Hong Kong can be used as a pilot, while the customs and transport procedures in Hong Kong are relatively simple. Companies can handle their own imports and exports, it is easier for the company to operate. ”
At the same time, the professional team of the Hong Kong Trade Development Council has been supporting Marco in the successful implementation of the”Hong Kong. Design Gallery”, paving the way for entering the mainland market. To enable mainland consumers to have an in-depth understanding of BHAW á products, Marco has actively participated in various promotional activities of the HKTDC, including exhibitions in shopping malls in Shenzhen to introduce products to consumers directly. These events not only increased the brand’s visibility, but also gave Marco access to the latest market trends and events. Such interactive activities enhanced Marco’s insight into the mainland market and enabled him to make full use of the resources and channels of the HKTDC to explore business opportunities in the mainland market more effectively.
As the HKTDC’s support programme for smes, the festival provides Marco with an excellent platform to promote his products and to gain valuable experience in e-commerce. “There are significant differences in consumption patterns between Hong Kong and the mainland. Hong Kong people tend to shop offline and try out products in person, while mainland consumers are more likely to shop online, especially by recommending products through live webcasts of internet celebrities. Therefore, Marco has adopted different sales strategies in Hong Kong and China. In Hong Kong, brands focus on physical exhibitions to allow consumers to experience their products first-hand, while in the mainland, they focus on online shopping. They plan to set up online stores on e-commerce platforms such as wechat and Taobao, and invite internet celebrities to carry goods live, a two-pronged approach to marketing in both Zhunan and Hong Kong is expected to boost business.
The festival is not only a stage for the display of Hong Kong brands, but also a bridge for Hong Kong enterprises to enter the mainland e-commerce market. The event brought together more than 230 brands to provide smes with practical opportunities to tap into the mainland market through e-commerce platforms. Macro said that the HKTDC’s professional support for smes has provided a strong backing for Hong Kong Enterprises to enter the mainland market and has become the key for brands to successfully expand into the mainland e-commerce market.