The improvement of the public transport system and the increasing number of car owners affected including the mobility of the middle class and leads them in distant districts or cities for shopping. Major international brands are still mainly concentrated in the business centers of big cities, but many companies with younger audiences decide for the malls in new districts. This one is a growing trend in this target group. They want a shopping environment that offers restaurants, leisure and entertainment options in addition to the transactions and where you can meet with friends and family. In addition to the stationary shopping online shopping and social media continue to gain influence. 83 Per cent of respondents indicated that online shopping and more than half (58 percent) are willing to share their experiences with products and services through social media. Although the television to still as important information and advertising platform, the parts affected by information and reviews about social media, as well as in the family and circle of friends now significantly brand awareness.
Also online ads have developed an important marketing tool. The very positive attitude of the Chinese middle class compared to consumer goods from the metropolis is gratifying for Hong Kong companies. Hong Kong is perceived as a metropolis of fashion and trend-setters and welcomes the existing regulations on product quality and safety. 84 Per cent of respondents indicated that Hong Kong as an international metropolis of fashion sets trends and 50 percent were convinced that the your own lifestyle/style/hobbies affected trends of Hong Kong. Assuming that the Chinese consumers more want to highlight their individuality and personal style, brands that want to establish themselves or succeed there, its characteristic features communicate more and the stories and concepts behind the brand should experience. Who then is still on the right places, as well as on quality and sustainable products and services, exciting business opportunities which.