Five HK Top Brand Experts Share their Growth Strategies amid Adversity at PolyU SPEED Career Talk Series

Although the outlook for global and local economies this year is far from positive, people with wisdom will still be able to look for opportunities amid crises. In the face of market challenges, the senior management of top brands in Hong Kong have to stay creative in order to capitalise on any business opportunity that arises in adversity.

The School of Professional Education and Executive Development (SPEED) of The Hong Kong Polytechnic University (PolyU) held a Career Talk Series “Hong Kong Top Brands – ‘Challenges’ and ‘Opportunities’ of Creativity” at the Chiang Chen Studio Theatre, PolyU on 12 April 2016, featuring senior marketing and sales executives from five top local enterprises. The guests who shared their insightful views and unique strategies were Ms Selina Chong, Chief Marketing Officer and Co-Owner of Hong Kong Broadband; Ms Andrea T.S. Leung, Deputy General Manager of Retail Marketing and Promotions, Sino Land Company Limited; Ms Peggy Jor, Vice President of Marketing at Star Cruises; Mr Chris Hui, Group Marketing and Sales Director of Tsit Wing International Holdings Limited; and Ms Maggie Sham, Associate Director of Sales and Marketing at Airland Enterprise Co. Ltd.

Dr Jack Lo, Director of PolyU SPEED, said in his welcome speech that Hong Kong, with its laissez-faire economy and business-friendly market, has been ranked as the world’s freest economy for 22 consecutive years. Mr Jeff Bezos, founder of Amazon, said, “The common question that gets asked in business is, ‘why?’ That's a good question, but an equally valid question is, ‘why not? ’ ” Dr Lo made use of the quote of Mr Bezos in his speech to show that outstanding marketers have to possess the reverse thinking pattern of “Why not?” . They would not give up their own principles, not succumb to yes-men and not accept compromise.

Reverse Thinking Dare to ask “Why not?” Coming from various sectors and excelling in establishing and maintaining their own brands, the 5 guest speakers manage businesses spanning real estate, tourism, catering, telecommunications and home appliances, which are closely related to people’s daily life. Ms Selina Chong puts much emphasis on developing talents and investment in social enterprises. The company treats each staff member as both a “talent” and a “spokesperson” instead of an “employee”. Stressing on the spirit of “Why not?”, the management encourages creativity and breaking the norm of the sector through an approach combining rewards and punishment. The company also strives to promote social inclusion by outsourcing part of its business to social enterprises.

Ms Andrea T.S. Leung of Sino Land Company Limited suggested that branding encompasses emotional links in personal feelings of consumers. “We aim to provide ‘handy’ services for our residents and tenants, helping them live a pleasant and relaxing life,” she said. In the face of stiff competition in the local shopping mall market, she requested her team to have “disruptive creativity”, and to inject new ideas into the promotion of their shopping malls.

Ms Peggy Jor of Star Cruises pointed out that brands must have a distinguishable character and temperament. Her company also encourages staff to share and embody the spirit of its brand. In addition to good ideas, marketing efforts should be endorsed by consistent implementation of different strategies so that the company can provide pleasant user experience for its clients and maintain their brand loyalty. Ms Jor strives to change people’s impressions that cruises cater to retirees only. Her company makes breakthrough and tries to attract young customers by organising lively poolside parties and inviting international DJs to their cruises.

Mr Chris Hui of Tsit Wing International Holdings Limited believed that trust in a brand is built on long-term positive user experience. His company has successfully established an image as a diversified catering corporation by promoting various kinds of delicacies with well-trained professional catering staff instead of just displaying its trademark products of coffee and tea at trade shows.

Airland Enterprise has accumulated a considerable number of loyal customers through its half-century establishment. Ms Maggie Sham of Airland Enterprise said it is imperative to pass on the spirit of the brand. On the other hand, product development as well as marketing strategies have to keep up with the trends. “Recently, our company has collaborated with a local university to develop an app, enabling consumers to search for the mattress that suits them most through the Internet,” she said.

The participants believed that the theme and content of the talk were both inspirational, and raised a lot of questions in the Q&A session.