How top brands market to mainlanders

Marketing to wealthy mainlanders already in Hong Kong is the name of the game for the city’s luxury retailers and hoteliers, yet it’s not as easy as it seems. Spending big in China to reach just a fraction of the audience is expensive, yet wealthy mainlanders often do not consume much in the way of Hong Kong media when they arrive. So how do brands market to the wealthy mainlanders already in Hong Kong to try and ensure they, well, try their brand?

The consumer journey
Shanghai Tang’s Marketing Director Jocelyn Yong said that in terms of reaching visiting wealthy overseas Chinese visitors, the consumer journey starts at home - beginning with establishing contact and brand awareness in China.
 “We believe that reaching out to this niche of wealthy Chinese consumers requires an approach that is exclusive and emotive - it is both an education of the facts by showcasing our collection with exclusive mini fashion presentations as well as a powerful storytelling of the Shanghai Tang’s brand mission as the global ambassador of Contemporary Chinese Chic to convert them,” said Yong. The brand does so through the right partnerships such as banks, credit cards, luxury hotel groups and other complementary luxury brands in China. “For the next phase of the journey when they arrive in for example Hong Kong, we will have advertising billboards at the airports and publications with hotel distribution. Also, we will partner with luxury hotel groups and their concierge to reach out to them with promotions and exclusive service such as free personal shopping service, gift wrapping and delivery to hotel after purchase, etc.”

Popular media
Indeed it is billboards that are proving the most sought after way to reach mainlanders, and the best and most expensive two billboards in Hong Kong are located along Canton road in easy eye sight of shoppers queuing up at Louis Vuitton. Starcom’s director Helen Li noted the outdoor billboards along Canton road are fully booked through next year, and that they now go for as much as HK$1 million per month, compared to just HK $200,000 a few years back.
“Particularly after the opening of the Heritage in Kowloon with all the major watch and fashion brands, the outdoor billboards are in high demand. With so many mainlanders queuing up around Louis Vuitton and Chanel they have time to look around and see the other brands on the outdoor billboards,” she said.
“The luxury brands only want the most prominent billboards because a small piece doesn’t reflect the image of the brand,” she added.
Another popular media is inflight magazines such as Dragonair and the static 5 second ads on Cathay Pacific airlines which can cost up to HK$450,000 for a 3 month campaign. Richemont Luxury Asia Pacific Managing Director Robert Mancini operates more than 120 stores in Asia, and reckons the indoor branding experience is key.
“We strongly believe that through our unique global concept - the “Homes of Alfred Dunhill” – we offer our global, Chinese and Asian clients a range of considered services, ensuring the ultimate Alfred Dunhill experience and thus reinforce the uniqueness of our brand,” said Mancini. Referring to the popular Alfie’s bar, Mancini said, “The Hong Kong Home in Prince’s Building with its restaurant, bar, fine wine reserve, bespoke tailoring service and exclusive product collections is unrivalled, whilst each of the four Homes across the world offers the ultimate retail experience.”
W Hotels Marketing Director Matthew Jung puts his effort into aligning mainland PR with the right bloggers. “We have built a reputation as a celebrity destination through our support of the film and music industries, and we have aligned with top media and celebrity bloggers in China to ensure that we remain top of mind in social circles – especially among those in-the-know travellers. We don’t necessarily invest and focus heavily on marketing to tourists within Hong Kong.”