貿發局MarketingPulse及eTailingPulse論壇

貿發局MarketingPulse及eTailingPulse論壇吸引超過二萬五千名觀眾
由香港貿易發展局(香港貿發局)主辦的亞洲營銷及電子商貿界高峰論壇 (MarketingPulse 及eTailingPulse) 已於昨日順利圓滿結束。一連兩天的網上論壇，以「Together, We Create」為主題，匯聚全球各地超過六十位市場營銷執行官、品牌代表、廣告界精英和電子商貿專家等，分享成功案例及營銷經驗，論壇舉行了三十二場專題研討會及工作坊，吸引了來自五十二個國家及地區逾二萬五千名觀眾參與。

電商發展加大同步性和數字化
不少中小企受到疫情影響，紛紛轉攻電子商貿開拓網上業務，爭取更多生意。前可口可樂公司全球客戶營銷及未來商貿發展部主管Barry Thomas在首日論壇上，分析電商帶來的商機及未來的發展趨勢，他認為，「電子商貿將會運行在一些更數字化，更強同步性及數據整合的平台上。超大型的電子市集已逐漸形成，品牌及中小企會更希望與這些市集結盟。企業應思考其業務在未來五至十年如何變化，並投放資金和人才備戰未來。」

品牌須了解年輕人喜好
小紅書商業市場負責人王夢菲剖析了如何利用社交商務吸引內地年輕的消費者，她說：「年輕消費者都希望提升生活以及身心健康的水準，小紅書通過顧客搜索的資料和趨勢分析，可以前瞻顧客的需求，幫助品牌打造符合消費者需求、受到消費者喜愛的產品行銷。」

此外，嗶哩嗶哩營銷中心營銷企劃負責人三藏亦分享了對新世代年輕人市場的看法，她說：「年輕一代受更高的教育，有他們自己價值觀和喜好，他們喜歡好的品牌和產品故事，會參與他們欣賞的事件和活動，並積極發言，分享經驗。」

元宇宙成新機遇 品牌須勇於創新
另一方面，Virtual Brand Group聯合創辦人及行政總裁Justin Hochberg在論壇上分享在元宇宙上的全新零售體驗，他提到，元宇宙為企業提供一個全新平台，讓企業開發新機會，吸引來自不同地區的新客戶，並與他們建立長遠關係，品牌和企業要勇於創新、善用數據及迅速行動。

正向品牌策略助推動可持續發展
SLOWOOD 有限公司聯合創辦人陳凱萍談到企業如何以正向品牌策略實踐可持續發展時，以自身的成功經驗為例子，他說：「透過推廣消費行為的改變，不斷提升人們對可持續議題的關注，並以共同成果鼓勵顧客繼續堅持，我們相信，只要每人願意『踏出一小步』，便能為社區帶來可持續的生活模式。」

MarketingPulse及eTailingPulse網上平台將繼續開放予業界至四月三十日。業界可於這段期間繼續善用平台的多項功能，並回顧網上各項活動的內容。

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HKTDC’s MarketingPulse and eTailingPulse draw more than 25,000 viewers

Top marketers help industry players keep tabs on global trends
MarketingPulse and eTailingPulse, Asia’s premier marketing and e-tailing events organised by the Hong Kong Trade Development Council (HKTDC), concluded successfully yesterday. Held under the theme “Together, We Create”, the two-day virtual forum brought together more than 60 marketing executives, brand representatives, advertising elites and e-commerce experts from around the globe to share their success stories and insights. Thirty-two seminars and workshops were held during the event, attracting more than 25,000 viewers to tune in from 52 countries and regions.

Ecommerce becoming more synchronised and digitised
With the pandemic reshaping the traditional marketing landscape, many small and medium-sized enterprises (SMEs) have turned to e-tailing to tap into new business opportunities. On the first day of the forum, Barry Thomas, former Head of Global Customer Marketing & Future of Commerce at The Coca-Cola Company, offered his perspective on the opportunities and trends that e-commerce presents. “The future of e-commerce will be operated on those more digitised, synchronised and unified data platforms. Macro marketplaces are being formed that brands and SMEs are eager to partner with. Companies have to think how the business will evolve in the next five to 10 years and invest in talents and capital for future development,” Mr Thomas said.

Younger generation’s preferences need to be understood
Mengfei Wang, Head of Commercial Marketing Department at social media and e-commerce platform Xiaohongshu, explored how social commerce can help brands connect with digitally savvy young consumers in Mainland China. “Young customers are looking to enhance their lifestyle and improve their well-being. By analysing search results and trends, we can get a better understanding of our customers and recommend products and services that meet their needs,” Ms Wang said.

Meanwhile, San Zang, Head of Marketing Planning Department, Marketing Center, at the integrated video sharing site BiliBili, gave her own insights into the next-generation youth market in the mainland, saying: “The younger generation is better educated, and they have different sets of values and preferences. They are also fond of good stories relating to brands and products and will participate in campaigns which they appreciate, being vocal about it and sharing their experiences.”

Metaverse opens up new world of opportunity
Justin W Hochberg, CEO and Co-founder, Virtual Brand Group, envisioned the game-changing retail experience that will be unlocked by the metaverse. “The metaverse will be a new platform for companies to explore new opportunities, attract new customers globally and to build long-term relationships with them. Brands and businesses have to be willing to be innovative, make good use of data and act fast,” Mr Hochberg said.

Brand purpose strategies drive sustainability push
Jeff Chen, Co-founder of SLOWOOD Ltd, shared his success stories in applying brand purpose strategies to drive sustainable enterprise development. “By promoting behavioural change to consumers, raising their awareness of sustainability issues and encouraging them through a sense of accomplishment, we believe everyone in the community can finally achieve sustainable living by taking ‘tiny steps forward’,” Mr Chen said.

The MarketingPulse and eTailingPulse online platforms will remain open until 30 April. During this period, industry participants can continue to make use of the platforms’ various features and review the content of this year’s seminars and previous events.