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Hong Kong Products Retain Distinct Allure for Mainland Consumers

A survey of 1,000 Wuhan consumers attending the Style Hong Kong Show highlighted the abiding appeal of Asia's World City and its associated brands, with young purchasers particularly aware of its long-held reputation for style and quality.

Photo: In demand: Hong Kong style.
In demand: Hong Kong style.
Photo: In demand: Hong Kong style.
In demand: Hong Kong style.

Hong Kong and its associated brands clearly retain a certain allure for mainland consumers, at least according to a recent survey of visitors to The Style Hong Kong Show in Wuhan. The research, carried out during the show's recent visit to the city, the capital of the eastern central Hubei province, was conducted through one-on-one interviews with visitors to the event, 83% of whom were in the 21-50 years-of-age bracket.

Asked about their experience of Hong Kong branded products, more than half of the respondents said they had previously purchased such items. In addition, 34% said, even though they had never bought Hong Kong products in the past, they would be willing to do so.

Table: Do you buy Hong Kong branded products?
Table: Do you buy Hong Kong branded products?

When asked as to their main reason for visiting the trade fair, the majority of respondents replied: "To buy Hong Kong brands or products."

Table: Main reason for visiting this trade fair (choose one answer only):
Table: Main reason for visiting this trade fair (choose one answer only):

When asked the preferred point of origin of products (assuming there was no price differential), 40% of respondents did not have a preference, but, tellingly, 40% stated a preference for Hong Kong brands.

Table: For a product of the same price, which would you choose?
Table: For a product of the same price, which would you choose?

The high priority given Hong Kong products was, to a large extent, due to the fact that "Hong Kong" itself was seen as the primary brand. This was reflected in the way high fashion items were typically seen as opting for endorsements by Hong Kong celebrities or TV programmes.

Table: Fashion items are best promoted by:
Table: Fashion items are best promoted by:

When asked: "What are the key decision making criteria when making purchases?", most people answered: "Superior functions/quality." From on-site observation, though, it was seen that while the most popular products were the expected fast-moving food items, health and eco-friendly products, as well as versatile houseware items, also all sold out quickly.

Table: What is the main attraction when making purchase?
Table: What is the main attraction when making purchase?

Overall, when asked as to their overall impression of the Wuhan show, many respondents believed that it offered the charm of shopping in Hong Kong, while also showcasing a number of new fashion products.

Table: Overall, how do you feel about the Wuhan show? (more than one answer is acceptable)
Table: Overall, how do you feel about the Wuhan show? (more than one answer is acceptable)

Cheung Kit Fung, Senior Editor of Research Department

Related article: Wuhan Consumers Wowed by Healthy, Eco-Friendly Hong Kong Style

Content provided by Picture: HKTDC Research
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