Now that “Northbound Consumption” has completely become a daily routine, the very business structure of Hong Kong is being tested.
Traditional promotions were designed on the premise that “people will come.” The “location strategy”—such as airports, downtown areas, and around stations—was the strongest marketing. But things are different now. Even if people come, they “don’t buy.” Even locals enjoy beauty services, dining, and shopping in Shenzhen on weekends.
When this happens, simply lowering prices or running ads will not yield results. What is required is user experience (UX) design and customer experience (CX) building. “Buying from this brand lifts my mood.” “Going to this place makes me feel proud of myself.” ── Such “reason design” is necessary. In other words, what we must tackle now is the “redesign of the meaning of being chosen.” Northbound consumption is not a crisis, but can be said to be an opportunity to polish our own value. (To be continued) * Related Article: McKinsey & Company “ What is CX?” * You might also be interested in our past article: Why Are Buttons Misaligned? ⑤ — Seeds of Marketing #65