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Premium Hong Kong Products Come to Nansha

With cross-border e-commerce enjoying rapid growth in the Nansha Free Trade Zone (FTZ), a number of companies are investing heavily in the region to capitalise on the new opportunities opening up. One such business is Fok Ying Tung, the Hong Kong-based finance and logistics group behind the cross-border shopping mall Travelnomall.

Travelnomall is the latest such venture to open in the zone, where, in just the last 12 months, a host of e-commerce O2O businesses have begun trading in the area, including Wayward, Four Seas, Aomygod, bganghui.com, which ispart of the Wanda Group, and Funsens I and II. Given strong competition, Travelnomall is relying on three unique attributes to distinguish itself in this cluttered market.

Hong Kong Branding

Uniquely among the FTZ cross-border operators, Travelnomall pitches itself as a "Hong Kong-invested Hong Kong goods centre, operated by Hong Kong people." This proposition has already attracted several Hong Kong premium brands, including Luk Fook Jewellery, Memorigin, Sasa, Eu Yan Sang, Wai Yuen Tong, Vita Green, ISA Knox, German Pool, Hin Sang Hong, V-Tech, The Dessert Kitchen, Four Seas, and chualamscolorfulworld.com, a site launched by Chua Lam, the celebrated local gourmet. With phase one of the project completed, 4,000 square metres of the mall are now operational.

Travelnomall hopes to steal a march on other cross-border e-commerce physical stores in Nansha by emphasising the quality and range of its products. Put simply, its proposition is to offer premium Hong Kong goods to Guangzhou consumers without having to travel to the city.

Quality Assurance

Authenticity guaranteed: HKQAA certification
Authenticity guaranteed: HKQAA certification

To guarantee the authenticity of all of its merchandise, Travelnomall has been certified by the Hong Kong Quality Assurance Agency (HKQAA), which ensures that all of the goods comply with Hong Kong's robust quality standards. Additionally, the majority of the products on sale come with QR codes, which link to details of the suppliers' registered information as well as their HKQAA certification. The legitimacy of the operation was endorsed by Chan Pui-cheong, HKQAA's Chief Operating Officer, during his speech at the Travelnomall's opening ceremony.

Innovation and Culture

On show: creative and cultural Hong Kong
On show: creative and cultural Hong Kong
Dedicated Hong Kong Concept zone
Dedicated Hong Kong Concept zone

Travelnomall primarily deals in seven product categories: mother-infant requisites, cosmetics, nutrition and healthcare products, imported foods, jewellery and watches, household goods and fashion. It also has a dedicated Hong Kong Concept zone, specialising in Hong Kong-sourced lifestyle, cultural and creative products, including accessories, gifts, hand-made soaps and leisure footwear.

Expanding on the future prospects for the mall, Fok Kai-man, Vice-President of the Fok Ying Tung Group, said that he hoped similar concepts could be introduced in other mainland cities. This, he said, would give millions more consumers easy access to many of Hong Kong's unique cultural and innovative products.

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Content provided by Hong Kong Trade Development Council
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