HEMA in Hong Kong: The Development of HEMA Business Model in Hong Kong

Yawen Zhang; Yuqi Wang

doi:10.62051/ijgem.v6n2.13

Authors

Yawen Zhang
Yuqi Wang

DOI:

https://doi.org/10.62051/ijgem.v6n2.13

Keywords:

New-retail model, HEMA, Marketing model, Hong Kong retail

Abstract

In this research, we investigated Hong Kong consumers' opinions and sentiments on HEMA, a new supermarket retail model. Through looking into Hong Kong consumers' present consumption patterns and selection tendencies at local retail supermarkets in Hong Kong. A quantitative investigation using an online questionnaire was conducted. This report proposes three marketing phases to enable HEMA to enter the Hong Kong market as a new retail brand in mainland China, localize HEMA in the Hong Kong market, establish HEMA's unique brand image, and gain popularity among Hong Kong consumers.

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