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Country Report

Direct Selling in Hong Kong, China

Price: US$900

About this Report

Executive Summary

TRENDS

  • Although the overall economy saw a slowdown in 2012, direct selling still saw stronger growth than in the previous year, at 49% in current value terms to reach sales of HK$6.1 billion. This was due to aggressive promotions and a push by sales personnel. Person-to-person is the most common format in direct selling, since it is effective in terms of building word-of-mouth, and is more convincing to customers.

COMPETITIVE LANDSCAPE

  • Nu Skin Enterprises HK led direct selling in 2012 with a 43% value share. The company also saw the largest increase in share because of its new product offerings, accrued commissions and limited-time offers. The company also introduced more innovative products to better suit the needs of customers, with improved results.

PROSPECTS

  • Direct selling is expected to increase by a constant value CAGR of 7% in the forecast period, to reach HK$8.5 billion by 2017. Growth is expected to slow down due to the expected slowdown in the economy. Consumers are expected to tighten their belts and look for products which are less costly. That said, growth will still be supported by the push factor of sales agents.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Hong Kong, China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Direct Selling industry in Hong Kong, China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Hong Kong, China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in Hong Kong, China?
  • How important is direct selling in Hong Kong, China?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Direct Selling in Hong Kong, China - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 1 Direct Selling by Channel: Value 2007-2012
  • Table 2 Direct Selling by Channel: % Value Growth 2007-2012
  • Table 3 Direct Selling Company Shares: % Value 2008-2012
  • Table 4 Direct Selling Brand Shares: % Value 2009-2012
  • Table 5 Direct Selling Forecasts by Channel: Value 2012-2017
  • Table 6 Direct Selling Forecasts by Channel: % Value Growth 2012-2017

Retailing in Hong Kong, China - Industry Context

EXECUTIVE SUMMARY

Slowdown in retail value growth in 2012

Hong Kong remains an important gateway for the mainland China market

Non-grocery retailers sees stronger growth

Rising rental costs in Hong Kong

Internet retailers see strong growth, whilst store-based retailers maintain their edge

KEY TRENDS AND DEVELOPMENTS

Slowdown in economic growth in 2012

Internet retailing grows strongly due to the convenience of m-commerce

Challenges and opportunities due to minimum wage ordinance and increasing rental costs

Narrowing gap between private label brands and suppliers’ brands

Fast fashion becomes the main trend in Hong Kong

New brands enter Hong Kong despite high rental costs

MARKET INDICATORS

  • Table 7 Employment in Retailing 2007-2012

MARKET DATA

  • Table 8 Sales in Retailing by Channel: Value 2007-2012
  • Table 9 Sales in Retailing by Channel: % Value Growth 2007-2012
  • Table 10 Sales in Store-Based Retailing by Channel: Value 2007-2012
  • Table 11 Store-Based Retailing Outlets by Channel: Units 2007-2012
  • Table 12 Sales in Store-Based Retailing by Channel: % Value Growth 2007-2012
  • Table 13 Store-Based Retailing Outlets by Channel: % Unit Growth 2007-2012
  • Table 14 Sales in Non-store Retailing by Channel: Value 2007-2012
  • Table 15 Sales in Non-store Retailing by Channel: % Value Growth 2007-2012
  • Table 16 Sales in Retailing by Grocery vs Non-Grocery: 2007-2012
  • Table 17 Sales in Non-Grocery Retailers by Channel: Value 2007-2012
  • Table 18 Non-Grocery Retailers Outlets by Channel: Units 2007-2012
  • Table 19 Sales in Non-Grocery Retailers by Channel: % Value Growth 2007-2012
  • Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2007-2012
  • Table 21 Retailing Company Shares: % Value 2008-2012
  • Table 22 Retailing Brand Shares: % Value 2009-2012
  • Table 23 Store-Based Retailing Company Shares: % Value 2008-2012
  • Table 24 Store-Based Retailing Brand Shares: % Value 2009-2012
  • Table 25 Store-Based Retailing Brand Shares: Outlets 2009-2012
  • Table 26 Non-store Retailing Company Shares: % Value 2008-2012
  • Table 27 Non-store Retailing Brand Shares: % Value 2009-2012
  • Table 28 Non-Grocery Retailers Company Shares: % Value 2008-2012
  • Table 29 Non-Grocery Retailers Brand Shares: % Value 2009-2012
  • Table 30 Non-Grocery Retailers Brand Shares: Outlets 2009-2012
  • Table 31 Forecast Sales in Retailing by Channel: Value 2012-2017
  • Table 32 Forecast Sales in Retailing by Channel: % Value Growth 2012-2017
  • Table 33 Forecast Sales in Store-Based Retailing by Channel: Value 2012-2017
  • Table 34 Forecast Store-Based Retailing Outlets by Channel: Units 2012-2017
  • Table 35 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
  • Table 36 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017
  • Table 37 Forecast Sales in Non-store Retailing by Channel: Value 2012-2017
  • Table 38 Forecast Sales in Non-store Retailing by Channel: % Value Growth 2012-2017
  • Table 39 Forecast Sales in Non-Grocery Retailers by Channel: Value 2012-2017
  • Table 40 Forecast Non-Grocery Retailers Outlets by Channel: Units 2012-2017
  • Table 41 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2012-2017
  • Table 42 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017

APPENDIX

Operating environment

Cash and carry

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Direct Selling
    • Beauty and Personal Care Direct Selling
    • Apparel Direct Selling
    • Consumer Electronics and Video Games Hardware Direct Selling
    • Consumer Healthcare Direct Selling
    • Consumer Appliances Direct Selling
    • Home Care Direct Selling
    • Home Improvement and Gardening Direct Selling
    • Furniture and Homewares Direct Selling
    • Media Products Direct Selling
    • Food and Drink Direct Selling
    • Toys and Games Direct Selling
    • Other Direct Selling

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market sizes
  • Company shares
  • Brand shares

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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