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Qzone

Dedicated O2O Cross-Border Mall Brings Premium Hong Kong to Nansha

Operating in the Nansha Free Trade Zone, the Travelnomall exclusively focusses on Hong Kong-sourced product.

Photo: The Travelnomall: Bringing premium Hong Kong products to Nansha.
The Travelnomall: Bringing premium Hong Kong products to Nansha.
Photo: The Travelnomall: Bringing premium Hong Kong products to Nansha.
The Travelnomall: Bringing premium Hong Kong products 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 in a bid 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 Travelnomall.

Travelnomall is a cross-border mall and the latest such operation to open up in the zone. 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 (part of the Wanda Group) and Funsens I and II. Given this high level of 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 is pitching itself as a "Hong Kong-invested Hong Kong goods centre, operated by Hong Kong people". This proposition has already attracted the support of a number of 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, the site launched by Chua Lam, the renowned local gourmet. With phase one of the project complete, 4,000 square metres of the mall are now operational.

Photo: Authenticity guaranteed: HKQAA certification.
Authenticity guaranteed: HKQAA certification.
Photo: Authenticity guaranteed: HKQAA certification.
Authenticity guaranteed: HKQAA certification.

Travelnomall is hoping to steal a march on other cross-border e-commerce physical stores in Nansha by emphasising both the quality and range of its products. Put simply, its proposition is to offer premium Hong Kong goods to Guangzhou consumers while sparing them the hassle of travelling to the city.

Authenticity

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

Innovation and Culture

The Travelnomall primarily deals in seven different product categories – mother-infant requisites, cosmetics, nutrition and healthcare products, imported foods, jewellery and watches, household goods and fashion. Uniquely, it also has a dedicated Hong Kong Concept zone. This specialises in the provision of a number of Hong Kong-sourced lifestyle, cultural and creative products, including accessories, gifts, hand-made soaps and leisure footwear.

Photo: On show: Creative and cultural Hong Kong.
On show: Creative and cultural Hong Kong.
Photo: On show: Creative and cultural Hong Kong.
On show: Creative and cultural Hong Kong.
Photo: The dedicated Hong Kong Concept zone.
The dedicated Hong Kong Concept zone.
Photo: The dedicated Hong Kong Concept zone.
The dedicated Hong Kong Concept zone.

Expanding on the future prospects for the mall, Fok Kai-man, Vice-president of the Fok Ying Tung Group, expressed his hope that 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 product ranges.

Wayne Chung, Guangzhou Office

Content provided by Picture: HKTDC Research
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