Over the forecast period, homeshopping in Hong Kong is projected to continue declining. This performance is due primarily to low consumer awareness.
Homeshopping brands that previously focused on targeting housewives and elderly consumers, find that they are now becoming increasingly irrelevant to young consumers. This latter demographic in Hong Kong prefers to browse and shop for products through internet retailing due to the availability of a wide range of products and the convenience of shopping on-the-go.
Consumers in Hong Kong are digital savvy and are becoming increasingly accustomed to making purchases online. In line with this trend, internet retailing is expected to become increasingly popular over the forecast period, taking share away from retailing channels such as homeshopping where brands have a low online presence.
The decline in Hong Kong’s homeshopping landscape can also be attributed to the presence of a small number of brands. Following the exit of Lejel, the homeshopping channel operated by i-CABLE Communications in 2016, there were no new entrants.
Consumers in Hong Kong are accustomed to face-to-face service at physical stores when purchasing high value products such as electronics and appliances. Face-to-face conversations that allow consumers to obtain expert advice and immediately address doubts they have about products are key in building trust.
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This industry report originates from Passport, our Retailing market research database.