Pdf File - Institute of Shopping Centre Management

Membership
Info
All Board members and Honourable
members Mr. Raymond Kwok, Mr.
Michael Tien, Dr. Roger C.K. Chan, Professor Rebecca L.H. Chiu, Professor Eddie
C.M. Hui, Dr. T.M. Kwong, Mr. Jimmy C.W.
Wong, Mr. Kendrew C.Y. Leung welcome
the following new members.
Full Members
Institute of Shopping Centre Management
Current Membership Profile
Honourable Member
24%
1%
3%
Fellow Member
51%
Full Member
Associate Member
21%
Student Member
The Board
Chairman
Vice-Chairman
Vice-Chairman
Vice-Chairman
Treasurer
Honorary Secretary
Member’s Position
Mr. Tong Chi San Joseph
Associate Member
18%
Mr. Hui Ming Lai Albert
GM or Director Grade
33%
49%
Manager or Asst M Grade
Officer Grade
Membership Quick Apply
Our Membership is open to any individual
person or corporation of any nation who is a
practitioner in shopping centre industry and
student who is enrolled in the course of shopping centre management of HKU Space will
also be considered.
Grade of Membership
Annual Fee
Associate Member
Full Member
Fellow Member
Student Member
Honourable Member
HK $ 580
HK $ 920
HK $ 1,380
HK $ 230
Donation
Online application can be completed at the
following link:
http://www.iscm.org.hk
Message from
the Institute
Member’s Distribution
Member’s Background
38%
53%
Developers
Management Company
9%
Property Agency & Others
The Advisory Board
Steven Beesley
Jolene Lo
Ivan Yu
Maureen Fung
Irene Fisher
Victor Wong
Teresa Shiu
Denise Fung
Victor Ng
Baldwin Ko
Jimmy Mak
Dear Members & Friends,
This issue begins with a message from Mr.
Louis Lee, our Chairman of Training Committee, who shares with us the increasing
importance of talent development. Following is a feature on our 9th Annual Dinner to
be held on 19 April, covering the highlights
of this annual event.
Current Market News covers mall marketing
during Easter whereas New Marketing Tools
is about the mobile application in mall
promotion. We conclude this issue with a
focus feature analysing
the trend of retail sales
in light of the changing
spending patterns of
mainland visitors.
Hope all of you enjoy
reading this issue.
Shopping center management is a
professional career, in which practitioners should develop a lifelong learning
practice. Lifelong learning is an ongoing,
voluntary, and self- motivated pursuit of
knowledge for either personal or professional reasons. The Corporate Learning
Factbook shows that U.S. enterprises
spent 12% more in 2012 to train and
develop their talents. Average yearly
spending per staff is around HK$5,500.
Leading companies are investing considerably more on their talents.
Although there are no survey figures on hand, I do believe both corporate and personal in Hong Kong have been spending plenty of resource
on lifelong training by observing the vigorous evening learning class.
Hong Kong is a fast-paced city. New Ordinances are enacted and
advanced leasing strategies are emerged from time to time for building
our shopping centers as world class shopping hub. Is there any impact
at current leasing practice after 1st April 2013, the implementation of
new regulatory regime on direct marketing of The Personal Data
(Privacy) Ordinance? What are the benefits for applying internet marketing tools such as Facebook, Weibo or Apps? Members should be familiar
with changes at market environment.
ISCM has been developing training and welfare activities to suit member's different needs. There are both formal academic seminar and
casual networking gathering such as gourmet food tasting. The
annual study trip is well-received that members and
friends can on the one hand learn foreign experiences and on the other hand update market
information and intelligence. Our footprint
covered China, Singapore, Taiwan and
Dubai. Training Committee is
devoted to prepare a series of
brilliant events in 2013/2014
and hope to see you all soon.
Mr. Louis Lee
Chairman of Training
Committee
Contact Us
The Editor
Institute of Shopping Centre Management
P.O.Box No. 1300, General Post Office
Email: [email protected]
Address:
Institute of Shopping Centre Management,
P.O. Box No. 1300, General Post Office.
8
CurrentEnquiry:
[email protected]
News
General
Membership Enquiry: [email protected]
Act as a Representative
in the shopping centre industry
Standardise and Enrich
the overall professional profiles within the industry
Create a Platform
to exchang best practice in shopping centre management
Identify Prospective Channels
with government bodies and professional institutes
Current Market News
1
商 場 管 理 學 會
SPRING 2013 ISSUE 21
Institute of Shopping Centre Management
In the Spotlight
ISCM 9th Annual Dinner
Gift Sponsors
Our Donor Partner
St. James’ Settlement
All participants had a good time that
evening.
Mr. Michael Tien (middle) was our Guest of Honor, and Mr. Heru Nasution, CASC
Member from Indonesia (3rd right) our Guest Speaker of our 2012 Annual Dinner. Mr.
Victor Liu, CASC Member from Taiwan (3rd left) and our Honorable Members, Professor
Eddie Hui (2nd right) and Dr. Roger Chan (5th right) had also joined the toast.
O
ur 9th Annual Dinner will be held
on 19 April at the World Trade
Centre Club Hong Kong in Causeway Bay. Once a year, all our members
and other industry professionals will
get the chance to meet up reviewing
the past and talking over what the
future holds. It is also an exceptional
opportunity to renew old friendships
and meet new friends.
in the equity investment analysis of
Hong Kong and China stock markets.
During the annual dinner, he will talk
on “2013 Mainland’s Economy:
Perspective & Outlook”. Ms. Nano is the
Regional Development and Retail
Director of Richemont Asia pacific
Limited (Jaeger – LeCoultre) and she
will share us her views on the “Luxury
Retail Industry in Mainland China”.
What makes this year’s Annual Dinner
more special is that more than 250
participants from the industry will
attend the event including representatives from different professional
institutes such as The Hong Kong
Institute of Surveyors, The Hong Kong
Institute of Housing, The Hong Kong
Institute of Facility Management and
Malaysian Shopping Mall Association.
Apart from the special topic’s presentations, we are grateful to present the
This year’s annual dinner will
commence with a welcome speech by
our chairman, Ms. Maureen Fung,
followed by two presentations by our
honourable guest speakers— Mr.
Andrew Look and Ms. Thavy Nano.
Mr. Look is the Founder, Chief Investment Officer and Managing Director of
Looks Asset Management Limited, who
is also an External Consultant to UBS.
Mr. Look has over 20 years' experience
ISCM Scholarship to two outstanding
students – Ms. Cheng Yee Ting and Mr.
Ma Chi Yin from HKU Space, who have
completed the Advanced Diploma in
Shopping Centre Management with
flying colours.
The Lucky Draw as the highlight of our
Annual Dinner has always brought our
guests to a flush of excitement with all
the nice gifts. This year, we will
introduce the first-ever ISCM charity
fundraising auction for the St. James’
Settlement, hoping to bring our guests
an even more enjoyable and meaningful evening.
Founded by the Rt. Rev. Bishop R.O. Hall of the
Anglican Church in 1949, the St. James’ Settlement
started her work as a club for boys and girls in a
temple in Stone Nullah Lane, Wanchai. Throughout
these years, St. James’ Settlement has been serving
the community and needies, whom are kids,
youngsters, families, mentally retarded people and
elderly. The organisation provides both community supports to residential care, from healthy to
disabled persons’ services. Charity projects include
People’s Food Bank, Electrical Appliances For the
Elderly Programme, Home Maintainence Services,
Funeral Navigation Service etc. Since 1999, the St.
James' Settlement Rehabilitation Services has
been actively promoting the art of ceramics
among persons with disabilities. Through training,
exhibitions and workshops, they bring out the
potential of those members in art. Their signature
smiling clay figures have been shown in both
Hong Kong and overseas exhibitions.
Annual Dinner Details
Date: 19 April 2013 (Fri)
Time: 7pm (reception starts at 630pm)
Venue: World Trade Centre Club Hong Kong
Guest Speakers:
●
Mr. Andrew Look, Founder, Chief Investment Officer and Managing
Director of Looks Asset Management Limited
●
Ms. Thavy Nano, Regional Development and Retail Director of
Richemont Asia Pacific Limited (Jaeger – LeCoultre)
Highlight Programmes:
●
First-ever ISCM charity fundraising
auction for St. James’ Settlement
●
Lucky Draw
●
Live music performance
A signature smiling clay figures of
St. James Settlement Rehabitation Services
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2
In the Spotlight
In the Spotlight
商 場 管 理 學 會
SPRING 2013 ISSUE 21
Institute of Shopping Centre Management
Current Market News
New Marketing Tools
Classic movie scenes adding adventure to Easter
Shopping malls use Mobile Apps to promote among iGeneration
This Easter, King Kong and Planet of the Apes were featured in apm Kwun Tong.
T
his easter, the ape as the main
‘actor’ in the movies King Kong
and Planet of the Apes were
featured in apm Kwun Tong, while the
movie scenes of Jurassic Park 3D were
also stomped into tmtplaza in Tuen
Mun to attract movie lovers at all ages,
spending more time in the malls
during Easter holidays. Special design
and exhibitions holding seem to be
the highlights of many shopping malls
in Hong Kong, at the same time the
malls saw the International Women’s
Day as a new market opportunity.
Easter is no longer a festival only for
Easter eggs and bunnies, this year the
shopping malls had implemented the
idea of films during the festival. One
of which was apm where the lobby
had become a world of space of 3,000
sq. ft. big. The main actors baby Kong
and little Apes were featured in a new
styling, together with the 10-feet
spaceship as showroom and classic
King Kong movie scenes as photo
area, making the APM Apes event an
attraction to young and family
customers.
Tmtplaza also presented the classic
scenes of Jurassic Park 3D in which the
4-meter high dinosaurs with the
special sound effect were the stars in
the event. There was an exhibition as
well and up to 50 pieces of dinosaur
fossils of over 65 million years were
showed in the plaza. This incredible
pre-historical adventure together with
lucky draw and gifts were expected to
draw customers’ attention.
Other shopping malls also introduced
the element of unique design as
selling point. Harbour City launched
an Easter exhibition featuring the
creation ‘Sockie Rabbit’ and ‘Jentle Cat’
designed by the local group Postgal
Workshop + din-dong. This cute
creative work was loved by all ages.
Apart from traditional festivals like
Easter to be the market opportunities
in retail or service industry, the
International Women’s Day that
marked on 8 March has now become
one of them. Many shopping malls
had organised shopping tour for
women from Mainland China during
the Day and more gifts and promotions including skincare products and
workshops and even competition on
high-heel-running were arranged to
woo Mainland customers to buy
more. March, hence, is now a month
attracting
unusual
increased
consumption
alongside
other
festivals.
A ‘Jetso Zone’ app was launched in Langham Place to make shopping and promotion
more interactive.
H
ong Kong is among the top three in the world with its
62% mobile users owning smartphones. In order to
attract this group of iGeneration, shopping malls in
Hong Kong make good use of mobile Apps, not only to
make restaurant reservations or to track your vehicle
location in car park, but also to distribute promotional
coupon via an interactive way.
While the mobile apps itself are changing its application
with more fun involved, Langham Place in Mongkok has
newly launched a ‘Jetso Zone’ app to make shopping and
promotion more interactive. The app is an application of
the latest technology PointCast in which iCoupons with
special discount or free gift of a shop will be delivered to
customers instantly when they open the App at “Jetso
Zone” right outside that shop.
Shopping now becomes an adventurous activity with differ-
ent checkpoints along the way. With mobile apps, it could be
a better way to get the attention from iGeneration as well as
to increase customers’ loyalty while the traditional advertising promotion might not be able to offer.
Last year, smartphone payment transaction has reached $3.7
billion in Hong Kong with half of them made transaction with
QR code. The mobile payment transaction is getting more
popular and so Tsuen Wan Plaza has launched QR shops that
become trendy in recent years in Japan and Korea.
Once the customers use the mobile apps to scan the QR
codes which are available on the wall of each floor in the
mall, they could make immediate payment to their favourite products by PayPal or credit card. Customers can enjoy
the convenience of such virtual shopping of leisure and
entertainment products, such as entry tickets of theme
parks, movie tickets and song downloading.
Malls marketing via mobile apps
Harbour City's Easter exhibition featuring
"Sockie Rabbit"
Up to 50 pieces of dinosaur fossils of over 65
million years were showed in Tmtplaza.
Shopping malls
Applications
Langham Place
Using the PointCast technology to deliver
customers iCoupons
Tsuen Wan Plaza
Scan the QR code on the wall and make
immediate payment to favourite products
New Town Plaza
Restaurant reservation and parking tracker
Scanning the QR codes in Tsuen Wan Plaza can
enjoy benefits and fun of virtual shopping.
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Current Market News
New Marketing Tools
商 場 管 理 學 會
SPRING 2013 ISSUE 21
Institute of Shopping Centre Management
Focus Feature
Local retailers step up promotional efforts despite falling consumption demand from mainland visitors
tours for mainland tourists to boost
spendings, and turnover hit
double-digit growth in the first
quarter of the year. Retailers have
also opted for new strategies.
Government data also shows that
jewellery and watch retail sectors
targeting
mainland
visitors
recorded a 17.8% year-on-year
sales increase in the first two
months this year.
Great demand for smartphones and tablet computers has been a key stimulus to retail growth
D
espite the slowing mainland
economy and the ban on
public spendings on gifts,
consumption in Hong Kong has
picked up in recent days. According
to government statistics, retail sales
recorded a 15.8% year-on-year
increase in the first two months this
year. The sales of durable consumption goods including smartphones
and tablet computers recorded a
180% increase, making it a key
stimulus to retail growth.
Suning Appliance's Deputy General
Manager Mr. Norman Tam states that
there is great demand for Apple and
Samsung products among mainland
customers. In the first two months of
the year, the sales of smartphones
and tablet computers reached a
200% yearly increase. The travellers'
shopping sprees are expected to
continue with the launch of new
phones on the market.
Over the Easter holiday, local shopping malls held many shopping
In view of changing consumption
patterns of mainland visitors, retailers
have adjusted their stocking and sales
strategies. According to a spokesperson for TSL Jewellery, there has been a
drop in the number of customers who
spend over HK$200,000 per transaction; however, the group of middleclass mainland customers is steadily
expanding. In response to this, the
company will develop new products
targeting this customer group. The
company has worked to build its image
as a provider of wedding-related
products to expand its local market.
The demand for diamond jewellery is
expected to pick up this year.
Halewinner's Managing Director Mr.
Leung Ching-wah says that there has
been no decline in the number of
mainland visitors though their
consumption patterns have changed. For instance, the
sales of luxury watches priced over HK$1 million like
Tourbillion has slumped, while the sales of middle-end
watches priced around HK$100,000 has been unaffected.
Since it is difficult to offer large discounts on watches, the
retailer places heavy emphasis on customer service.
Recently the company has begun to send regular photos
and updates of new products to its customers to prompt
shop visits. The initiative has yielded moderate results.
Owner of Miss Sixty and other fashion brands, Sixty Far
East is also keeping up with the changes. General Manager
Mr. Paul Ho notes that mainland customers have cut back
on spending due to the frequency of their visits to Hong
Kong. Spending of mainland visitors has dropped almost
50% from the same period of last year. The group has
stepped up on promotions targeting local customers, such
as increased bonus points and birthday shopping
discounts. The group has also joined hands with cosmetics
brands and chocolatiers in offering cross-over promotions
to encourage spending.
For Standard Audio & Hi-Fi Centre in Harbour City, business
has hit a definite decline. Shop manager Mr. Ng notes that
over 80% of the company's business comes from middleclass mainland visitors. With the slowing mainland economy
and the ban on public spending on gifts, the sales of singlelens reflex cameras have plummeted. The company has
resorted to ongoing promotions and larger discounts.
The catering industry is also gearing up for the challenge.
As President of Hong Kong Federation of Restaurants &
Related Trades Mr. Simon Wong notes, the number of
individual travellers is likely to rise in the future, though
their purchasing power will decline. "March to May is the
low season in catering. Despite rising rentals, most catering businesses do not raise their prices. Rather, they launch
more promotions and special cuisines to attract customers," he concludes.
Luxury goods including jewellery are the all-time favourite of mainland tourists
Local Retail Sales
Keep Rising
50
HK$ billion
45
40
value of retail sales
(HK$ billion)
35
30
jan feb mar apr may june july aug sept oct nov dec jan feb
2012
2013
Source：Census and Statistics Department
Inbound Tourism
Remains Robust
5.0
4.5
4.0
total no. of visitors
3.5
3.0
jan feb mar apr may june july aug sept oct nov dec jan feb
2012
2013
Source：Hong Kong Tourism Board
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Focus Feature
Focus Feature