G.O.D. HONG KONG IN COLLABORATION WITH
PRODUCT DEVELOPMENT PLAN PA R T I
G.O.D. HONG KONG GOODS OF DESIRE
PRESENTED AND PRODUCED BY NICOLE CHEONG CHLOE, YUJUNG CHUNG
CHI HANG WONG
DIRECTED AND EDITED BY CHI HANG WONG SPECIAL THANKS TO G.O.D. STAFFS – JULIA, SARAH, ADWARD AND SIMON
contents
p. 03
about industry
p. 04
about G.O.D. Hong Kong
p. 17
its competitors
p. 19
its customers
p. 28
survey findings
p. 32
reference
about industry /
Good performance in Hong Kong
Competition in quality and design
-
-
-
03
Low unemployment rate Rebound of the economy in the 2nd quarter of 2016 Emergence of new brands led to healthier competitive landscape
Best performance in Athletic & Sports-inspired apparel
Rise in living standards Consumers are more educated on fashion and styles
Release of new products -
-
Rise in the fitness-conscious consumer Popular with millennial Example: G.O.D.: Moda Boon collection
-
Focus in uniquely-designed and better quality product range Example: G.O.D.: DY4GOD collection
Source: Apparel and Footwear in Hong Kong, China (Rep.). (2017, March). Retrieved April 13, 2017, from Euromonitor International website: file:///C:/Users/FW%20TS%20Win%207/Downloads/Apparel_and_Footwear_in_Hong_Kong_China.pdf
a b o u t G.O.D. Hong Kong / history
-
Founded in 1996
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CEO: Douglas Young
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COO: Benjamin Lau
-
1st store in Ap Lei Chau (closed in 2014)
-
Total 6 stores in Hong Kong
04
PMQ, Central Hollywood Road, Central
Yi Chun Street, Sai Kung Sharp Street East, Causeway Bay
Lab Concept, Admiralty Stanley Plaza, Stanley
a b o u t G.O.D. Hong Kong / mission
05
Independent local Hong Kong brand, with the purpose to build community pride and identity.
a b o u t G.O.D. Hong Kong / vision
06
Be a local brand that looks towards the future, and is proud to present its cultural roots.
a b o u t G.O.D. Hong Kong / inspirations
07
-
G.O.D. = “To Live Better”
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“Quintessentially Hong Kong” (G.O.D., 2017)
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“G.O.D. is a philosophy of how traditions can be evolved for future generations.” (Kadison, 2016)
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Inspirations
Local streets of Hong Kong Populated urban centers Rural environments Hong Kong’s vibrant culture Local humour
a b o u t G.O.D. Hong Kong / product offering
08
Womenswear
Menswear
Accessories
Home Accessories
-
-
-
-
Tops Bottoms Dresses Outerwear Innerwear
Tops Bottoms Outerwear Underwear
Bags Wallets Organizers Jewelry Scarves Phone / Tech Umbrellas Footwear
Bathroom Kitchen Tableware Furniture Electrical Stationery Tea
09
MENSWEAR & WOMENWEAR
T-SHIRTS & ACCESSORIES
Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong – at G.O.D. Hong Kong stores in PMQ (Central), Hollywood Road (Central) and Bowrington (Causeway Bay)
HOME ACESSORIES
10
Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong – at G.O.D. Hong Kong stores in PMQ (Central), Hollywood Road (Central) and Bowrington (Causeway Bay)
11
EMBROIDERED PATCHES
TABLEWARE (MUGS & MUG LIDS)
Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong – at G.O.D. Hong Kong stores in PMQ (Central), Hollywood Road (Central) and Bowrington (Causeway Bay)
GIFTS & BACKPACKS
12
Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong – at G.O.D. Hong Kong stores in PMQ (Central), Hollywood Road (Central) and Bowrington (Causeway Bay)
a b o u t G.O.D. Hong Kong / fashion apparel
Key characteristics
13
-
Mandarin collar Chinese buttons Qipao Contrast sleeves Kimono Seamless / few seams Loose silhouettes Oversize Comfortable Breathable fabrics
14
Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong – at G.O.D. Hong Kong stores in PMQ (Central), Hollywood Road (Central) and Bowrington (Causeway Bay)
a b o u t G.O.D. Hong Kong / G.O.D. p r o j e c t s
‘DELAY NO MORE’
‘PROUDLY HONG KONG’
‘YAUMATI’
‘NATHAN ROAD’
‘NEWSPAPER’
‘DOUBLE HAPPINESS’
‘CHINESE ZODIAC’
15
‘LETTER BOX’
Source: G.O.D. Hong Kong Goods of Desire – Collections. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/collections
a b o u t G.O.D. Hong Kong / G.O.D. c o l l a b o r a t i v e p r o j e c t s
MODO BOON 2015
TANGRAM 2015
SINO ART 2013
MAHJONG 2013
GRATE ART 2016
TAI CHEONG BAKERY 2016
RUGBY 7’S 2017
16
CLASSIC CAR FESTIVAL 2015
Source: G.O.D. Hong Kong Goods of Desire - Projects. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/blogs/projects
its competitors / background
IKEA
MUJI
MINISOO
Founded in 1943 Älmhult, Sweden CEO Peter Agnefjäll 3 stores in Hong Kong
Founded in 1980 Toshima, Tokyo, Japan CEO Seiji Tsutsumi 12 stores in Hong Kong
Founded in 2003 Guangzhou, China CEO Ye Guo Fu & Junya Miyake 20 stores in Hong Kong
17
Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong
its competitors / swot analysis
Strengths
• Vertically integrated (full control) • Unique branding image • High brand recognition locally
• • • •
Furniture leader No cap on innovations Sustainable goals Aggressive marketing
• • •
Unique experience “Made In Japan” quality Strong identity
• Number of high-quality suppliers offering low-price products • User-centered design
Weaknesses
• Limited quantity and design • Over-reliance on internationally minded locals and tourists/expats markets only
•
Disloyalty from price sensitivity Quality compromise Location distance Negative press
• • •
Low awareness Innovation drain Pricing
• Misunderstanding for copying MUJI / UNIQLO image • Weak customer loyalty
• Product line expansion • Increase retail expansion in Hong Kong and internationally
•
Pushing for online sales and opening new stores Expansion into developing economies Sustainability issue
• •
Global expansion Innovation could branch off as new sustainable products
• Access to emerging markets • Develop e-retail • International marketing help for business expansion
“One size doesn’t fit all” Slowdown in the consumption Difficulties to enter new markets
• • •
Price inconsistency Competitors “No Brand” policy has no meaning in emerging markets
• Changing consumer preferences • Unprecedented challenges
18
Opportunities
• • •
• •
Threats
• Fierce competition • Rising costs of raw materials
• • •
its customers / G.O.D. Hong Kong
According to G.O.D. PR Manager, Julia Im-Lyons’ feedback
*Hong Kong citizens
*Non Hong Kong nationalities
-
70% female and 30% males
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Have been to Hong Kong or G.O.D. store before
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Individual shoppers and group shoppers’ age are approx. 22 – 25 years old
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Internationally minded
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Interested in Asian culture
International schools or abroad education experience
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Like to travel and collect souvenirs
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Appreciate Hong Kong heritage and culture
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Less than 3 years of living duration in Hong Kong or more than 10 years (Non – Hong Kong citizenship)
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Interested in home decorating and gifting
19
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G.O.D. Hong Kong / feedback from staffs and customers
According to G.O.D. staffs’ feedback – Sarah, Adward and Simon
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PMQ store has more Asian and female customers compared to Hollywood Road store
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Hollywood Road store has tourists from various nationalities XS – M are popular sizes plain colors are preferred 30% of sales are from MODA line
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Causeway Bay store has 50% male and 50% female M – L are popular sizes customers in their 22 – 40
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Stanley and Sai Kung stores 70% foreigners and 30% locals
20
Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong
G.O.D. Hong Kong / feedback from staffs and customers
According to G.O.D. staffs’ feedback – Sarah, Adward and Simon
-
Looking for Chinese elements (either the details or fabric choice)
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Qipao as a daily item
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Like to have mix & match style
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Prefer comfortable and light material
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Locals who are looking for a gift or buying for group or team
21
Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong
a b o u t Hong Kong / Proportion of Population Aged 5 and Over by Ab l e t o S p e a k S e l e c t e d L a n g u a g e s / D i a l e c t s a n d Ye a r Proportion of Population Aged 5 and Over Percentage As the Usual Language Year
2006
2011
As Another Language/ Dialect
2016
2006
2011
Total
2016
2006
2011
2016
Language / Dialect Cantonese
90.8
89.5
88.9
5.7
6.3
5.7
96.5
95.8
94.6
English
2.8
3.5
4.3
41.9
42.6
48.9
44.7
46.1
53.2
Putonghua
0.9
1.4
1.9
39.2
46.5
46.7
40.2
47.8
48.6
Hakka
1.1
0.9
0.6
3.6
3.8
3.5
4.7
4.7
4.2
Fukien
1.2
1.1
1.0
2.1
2.3
2.6
3.4
3.5
3.6
Chiu Chau
0.8
0.7
0.5
3.2
3.1
2.9
3.9
3.8
3.4
Bahasa Indonesian
0.1
0.3
0.3
1.5
2.2
2.4
1.7
2.4
2.7
Tagalog
0.1
0.2
0.4
1.3
1.4
2.3
1.4
1.7
2.7
Japanese
0.2
0.2
0.1
1.1
1.4
1.7
1.2
1.5
1.8
Shanghainese
0.3
0.3
0.2
0.9
0.9
0.9
1.2
1.1
1.1
22
Source: 2016 Population By-census Office (2017, February 27). Proportion of population aged 5 and over by able to speak selected languages / dialects and year. (Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html
a b o u t Hong Kong / P o p u l a t i o n b y Ye a r, D u r a t i o n o f R e s i d e n c e in Hong Kong and Place of Birth Place of Birth
Hong Kong
The mainland of China/ Macao / Taiwan
Elsewhere
Total
Population
Population
Population
Population
Number of Persons
Percentage
Number of Persons
Percentage
Number of Persons
Percentage
Number of Persons
Percentage
Duration of Residence in Hong Kong (Year 2016) 60 012
0.8
36 990
0.5
86 403
1.2
183 405
2.5
1 – 3 years
169 566
2.3
97 156
1.3
129 440
1.8
396 162
5.4
4 – 6 years
175 977
2.4
116 215
1.6
96 970
1.3
389 162
5.3
7 – 9 years
154 015
2.1
140 290
1.9
63 736
0.9
358 041
4.9
10 years and over
3 891 923
53.0
1 881 642
25.6
236 250
3.2
6 009 815
81.9
Total
4 451 493
60.7
2 272 293
31.0
612 799
8.4
7 336 585
100.0
< 1 year
23
Source: 2016 Population By-census Office (2017, February 27). Population by year, duration of residence in Hong Kong and place of birth. (Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html
supporting evidence / online survey results â&#x20AC;&#x201C; question 5
24
Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/
a b o u t Hong Kong / Population Aged 15 and Over (Excluding Foreign Domestic Helpers) b y S e x , M a r t i a l S t a t u s a n d Ye a r Year
2016 Population Aged 15 and Over Number of Persons
Sex
Female
Number of Persons
Percentage
953 761
32.4
953 058
32.4
1 818 215
61.7
1 815 134
61.7
Widowed
65 712
2.2
65 679
2.2
Divorced
96 891
3.3
96 836
3.3
Separated
12 494
0.4
12 480
0.4
Total
2 947 073
100
2 943 187
100
Never married
1 003 523
28.2
908 612
28
Married
1 979 206
55.6
1 791 917
55.3
Widowed
351 354
9.9
342 996
10.6
Divorced
204 594
5.7
180 245
5.6
20 380
0.6
17 378
0.5
3 559 057
100
3 241 148
100
Married
25
Percentage
Marital Status Never married
Male
Population Aged 15 and Over (Excluding Foreign Domestic Helpers)
Separated Total
Source: 2016 Population By-census Office (2017, February 27). Population aged 15 and over (Excluding foreign domestic helpers) by sex, martial status and year. (Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html
supporting evidence / online survey results â&#x20AC;&#x201C; question 8
26
Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/
a b o u t Hong Kong / Proportion of Never Married Population Aged 15 and Over Proportion of Never Married Population Aged 15 and Over (Excluding Foreign Domestic Helpers) 2006 Sex
Male
27
Female
2011
2016
Age 15 – 19
99.7
99.8
99.6
20 – 24
97.2
97.0
97.4
25 – 29
81.4
82.6
83.2
30 – 34
49.6
50.0
49.4
35 – 39
29.2
28.8
28.7
40 – 44
18.2
20.9
20.4
45 – 49
9.9
14.2
16.0
59+
5.5
5.8
7.7
15 – 19
99.6
99.7
99.5
20 – 24
93.4
95.2
95.3
25 – 29
68.7
71.4
74.0
30 – 34
34.3
38.4
37.4
35 – 39
21.2
22.3
22.3
40 – 44
15.6
16.5
16.6
45 – 49
11.3
13.6
15.2
4.7
5.6
7.6
59+
Source: 2016 Population By-census Office (2017, February 27). Proportion of never married population aged 15 and over. (Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html
G.O.D. Hong Kong / online survey findings â&#x20AC;&#x201C; question 6
28
Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/
G.O.D. Hong Kong / online survey findings â&#x20AC;&#x201C; question 7
29
Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/
G.O.D. Hong Kong / online survey findings â&#x20AC;&#x201C; question 9
30
Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/
G.O.D. Hong Kong / online survey findings â&#x20AC;&#x201C; question 10
31
Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/
citations / r e p o r t , s u r v e y, w e b s i t e r e f e r e n c e Apparel and Footwear in Hong Kong, China (Rep.). (2017, March). Retrieved April 13, 2017, from Euromonitor International website: file:///C:/Users/FW%20TS%20Win%207/Downloads/Apparel_and_Footwear_in_Hong_Kong_China.pdf
G.O.D. Hong Kong Goods of Desire â&#x20AC;&#x201C; About Us (n.d.). Retrieved April 13, 2017, from https://god.com.hk/pages/about-us G.O.D Hong Kong Goods of Desire â&#x20AC;&#x201C; Collections. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/collections/double-happiness-collection G.O.D. Hong Kong Goods of Desire - Projects. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/blogs/projects Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.). Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB
32
citations / image reference Grate Art 2016. [Digital image]. (n.d.). Retrieved April 15, 2017, from https://god.com.hk/blogs/projects/grate-art-2016 G.O.D. Hong Kong Goods of Desire – Collections. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/collections/double-happiness-collection G.O.D. Hong Kong Goods of Desire - Projects. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/blogs/projects G.O.D. x Hong Kong Classic Car and Vintage Festival 2014 – ‘Mahjong’. [Digital image]. (n.d.). Retrieved April 15, 2017, https://god.com.hk/blogs/projects/17986545-tangram-for-goods-of-desire G.O.D. x Hong Kong Classic Car Festival 2015. [Digital image]. (n.d.). Retrieved April 15, 2017, https://god.com.hk/blogs/projects/79243457-g-o-d-x-hongkong-classic-car-festival-2015 G.O.D. x Tai Cheong Bakery. [Digital image]. (n.d.). Retrieved April 15, 2017, https://god.com.hk/blogs/projects/g-o-d-x-tai-cheong-bakery-1 33
Modo Boon by G.O.D.. [Digital image]. (n.d.). Retrieved April 15, 2017, https://god.com.hk/blogs/projects/17324461-modo-boon-by-g-o-d Owen, P., Girard, G., & Lambot, I. (2012, May 5). Inside the Kowloon Walled City [Digital image]. Retrieved April 15, 2017, from http://www.dailymail.co.uk/news/article-2139914/A-rare-insight-Kowloon-Walled-City.html Rubgby 7’s 2017 – G.O.D. for Mission Possible. [Digital image]. (n.d.). Retrieved April 15, 2017, from https://god.com.hk/blogs/projects/rugby-7s-2017-g-o-dfor-mission-possible Tangram For Goods of Desire. [Digital image]. (n.d.). Retrieved April 15, 2017, https://god.com.hk/blogs/projects/17986545-tangram-for-goods-of-desire
citations / figure reference 2016 Population By-census Office (2017, February 27). Proportion of population aged 5 and over by able to speak selected languages / dialects and year. (Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html
2016 Population By-census Office (2017, February 27). Population by year, duration of residence in Hong Kong and place of birth. (Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html 2016 Population By-census Office (2017, February 27). Population aged 15 and over (Excluding foreign domestic helpers) by sex, martial status and year. (Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html 2016 Population By-census Office (2017, February 27). Proportion of never married population aged 15 and over. (Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html
34
THANK YOU FOR LISTENING.
PRESENTED AND PRODUCED BY NICOLE CHEONG
CHLOE, YUJUNG CHUNG
CHI HANG WONG
DIRECTED AND EDITED BY CHI HANG WONG
SPECIAL THANKS TO G.O.D. STAFFS â&#x20AC;&#x201C; JULIA, SARAH, ADWARD AND SIMON
DESIGN AND LAYOUT RECREATION OF MAPPING RESIDENCIES, ISSUE 02