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infoshakil260 · 1 year ago

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Mainland’s new consumption is copied to Hong Kong

Now, if consumers take to the streets of Hong Kong, they may find some common mainland catering brands appearing in their field of vision, including some common mainland coffee, new tea and other brands. So, what opportunities and challenges may catering brands and new consumer brands face when they enter the Hong Kong market at this time? Let’s take a look at the interpretation and analysis of this article.

If you walk on the streets of Hong HE Tuber Kong, China recently, you will notice some changes: Shanghai's cost-effective specialty coffee brand Manner, Guangdong's new tea brands such as Lin Xiangning and Tea Save the Planet, and Maozhua BBQ originated from Beijing, all have sprung up here. came out.

And, not surprisingly, in Hong Kong this year, you can also eat common mainland restaurant brands such as Xita Old Lady, Taier Pickled Fish, and Meet Xiao Noodles.

Before, it was not easy to eat a "Mainland chain home-cooked meal" in Hong Kong.

In Hong Kong, known as the "Gourmet Capital of the World", there is no shortage of Chinese food brands. But whether they are traditional Chinese restaurants, chain restaurants or mom-and-pop shops, most of them were born in Hong Kong. In recent years, for many people, the memories of mainland catering brands of a certain scale entering Hong Kong are still in 2017 when Haidilao opened a store in Yau Ma Tei, and in 2018 when Heytea opened in Shatin.

Compared with Hong Kong's "unchanged" catering market, in the past few years, new mainland consumer brands have emerged one after another and are also sought after by Hong Kong consumers. During the epidemic lockdown, Hong Kong people’s enthusiasm for consumption even spawned a wave of “reverse purchasing” from Shenzhen to Hong Kong.

Unlike in the past, mainland consumers purchased luxury goods and beauty products from Hong Kong. The targets of "reverse purchasing" are mainly new mainland consumer brand products, ranging from Master Bao pastries and Yidiandian milk tea to grilled fish, pickled fish, coconut chicken, etc. Become a popular food on the purchasing list.

After Hong Kong cleared customs this year, Hong Kong people were finally able to "travel northward and abroad" and unleashed their strong enthusiasm for new mainland consumer brands in Shenzhen, across the river. "On weekends, the shopping malls near Futian and Luohu Ports in Shenzhen are crowded with Hong Kong people coming to spend money." Wang Lin, a Shenzhen resident, said with emotion.

"Many delicacies are not available in Hong Kong, so I want to try something new. Moreover, mainland restaurants are very cost-effective. Similar food and drinks are often half the price in Hong Kong, and the service quality is also good." Hong Kong consumer Guo Zhijun often goes to Shenzhen to check out various delicacies. explain.

For some mainland catering brands, what they value when entering the Hong Kong market is not only the enthusiasm of local consumers. During the epidemic, Hong Kong's catering and retail industries suffered setbacks, and the rents of some shops were almost cut in half. Now, with the rapid recovery of the catering industry, "low rent" has become an important reason for brands to deploy in the Hong Kong market.

1. Mainland catering enters Hong Kong, led by coffee and new tea drinks

In January this year, Manner opened its first store in Hong Kong at the World Trade Center in Causeway Bay, becoming the first mainland coffee brand to open a store in Hong Kong.

In recent years, the mainland coffee market has been in full swing. A number of local cost-effective coffee brands have emerged, shaking the status of foreign coffee giants in the past. Now that Manner has entered Hong Kong, many netizens are discussing whether it will change the coffee market pattern in Hong Kong.

The storefront and product LOGO of Manner's first store in Hong Kong was changed to Maners Coffee. According to the owner Sun Hung Kai, the reason for the name change was that the original trademark could not be registered.

The menu in the Maners coffee shop shows a total of 9 types of coffee drinks. Among them, the cheapest ones are espresso and Americano, with a single cup priced at only 20 Hong Kong dollars (approximately RMB 18.3). The price of other types of milk coffee is generally more than 30 Hong Kong dollars, and is divided into two sizes: large cups and small cups. . The most expensive product in the store is the oatmeal and osmanthus latte, priced at HK$45 for a large cup.

In comparison, a cup of Americano coffee in Manner's mainland stores costs 15 yuan, and ordinary milk coffee costs about 15 to 20 yuan, which is much lower than the Hong Kong version of Maners.

But in Hong Kong, where prices are relatively high, Maners coffee can still be called “affordable coffee.” Maners' store is located in the World Trade Center in Causeway Bay. In a Starbucks coffee shop also located in Causeway Bay, the price of the smallest cup of Americano is HK$35, almost twice that of Maners.

“Holding the 20 Hong Kong dollar American style, I was so moved that I almost shed tears.” A netizen left a message on Openrice, the Hong Kong version of Dianping.

But when it comes to the taste of coffee, the few comments from netizens show that the reviews are not high.

“If you happen to be passing by and want to find a place to rest, you can, but if you come to check in, no need!”

"The latte was terrible, too much milk, I think McDonald's coffee is better than this."

Hong Kong’s coffee culture is far more popular than that in the Mainland. One data shows that Hong Kong people drink an average of about 250 cups of coffee per year, which is much higher than the mainland's average of 7.2 cups per year. Driven by demand, a large number of chain and independent coffee shops have spread across Hong Kong, and Hong Kong people have higher standards for judging the taste of coffee.

It’s just Maners’ “super cost-effectiveness” that makes Hong Kong consumers more tolerant of their tastes——

“Considering the price is cheap, overall it’s pretty good!”

"In these large shopping malls, coffee priced under 20 yuan is really rare, so my expectations are certainly not too high."

For several mainland hand-made lemon tea brands such as Lin Xiang Ning, Tea Save the Planet, and Ning Meng Meng, the average price of a cup of lemon tea in Hong Kong is more than 30 Hong Kong dollars, and the cheapest one basically costs 28 Hong Kong dollars. Compared with local milk tea shops in Hong Kong, this price does not have much advantage, and is much more expensive than Taiwanese chain milk tea shops such as Coco, Gong Cha, and Tenren Tea.

In addition to several catering brands that have opened their first stores in Hong Kong, others planning to enter Hong Kong this year include Taier Pickled Fish and Meet Xiao Noodles.

"I heard that Taier Pickled Fish is coming to Hong Kong. I must check in as soon as possible." said Huang Xu, a Hong Kong resident. The last time he ate Tai Er Pickled Fish was in 2020. After queuing for several hours in Shenzhen, he only ate it at 10pm. “I miss these hot and sour flavors from the Mainland. It will be much more convenient if I can eat it in Hong Kong in the future.”

2. Young people in Hong Kong need new consumption

In fact, Hong Kong does not lack high-quality Chinese food brands.

As an international city where Chinese and Western cultures and talents blend, Hong Kong not only has more authentic Western, Japanese, Southeast Asian and other global cuisines, but also has a very diverse selection of Chinese food. Chinese food from Chinese restaurants to affordable shops covers Cantonese, Jiangsu, Sichuan, Hunan, Beijing and other local cuisines in the mainland, including a number of Chinese restaurants that have won Michelin stars.

In daily consumption scenarios, affordable mainland-style restaurants are a major choice for many Hong Kong residents to meet their three meals a day. Most of these chain stores or mom-and-pop Chinese restaurants specialize in certain regional delicacies, such as Yunnan-Guizhou rice noodles, Sichuan hot and sour noodles, Chongqing noodles, Northeastern dumplings, etc. Although the price of a serving of noodles and dumplings is much higher than in the mainland. , but generally only within HK$50.

Most of these chain restaurants or mom-and-pop restaurants were born in Hong Kong. It is relatively rare for those catering brands that first became famous in the mainland and then entered the Hong Kong market. For example, restaurants with obvious regional characteristics in their names, such as Hangzhou Restaurant and Sijie Sichuan Cuisine, are actually independent brands founded by mainlanders coming to Hong Kong. They have low degree of chaining and high consumer prices, but their business is booming.

In addition, Putian, a chain restaurant that specializes in Fujian cuisine, is actually a catering brand from Singapore; and a restaurant called "Chu Shi San Lao Tan Pickled Fish" was opened in Hong Kong by the American team of Taier Pickled Fish. Openrice shows that it has opened six stores in Hong Kong.

There are also some mainland catering groups that have entered the Hong Kong market earlier, but most of them are restaurant-type stores, such as Suzhehui, Xiaonanguo, etc., which are more suitable for business dinners and other scenes, and cannot fully adapt to the new generation of young people in Hong Kong’s consumption philosophy.

"It is said that Hong Kong is the gourmet capital of the world, but after working and living in Hong Kong for many years, I actually feel that the food choices are monotonous and boring." said Wang Jing, a white-collar worker who has lived in Hong Kong for more than ten years. Across the country in Shenzhen, Hong Kong food is a bit "unchanged". In the past few years, beef hot pot, coconut chicken, crayfish, new tea drinks, Chinese bakery and other categories have become popular in the mainland. If we want to eat, we basically have to go to Shenzhen to check in. .”

Before the epidemic, Shenzhen was one of the first choices for many Hong Kong people to spend weekends. In terms of food choices, from coconut chicken, crayfish, pickled fish, Sichuan red oil hot pot, spicy hot pot, barbecue to new tea drinks, not only the categories are diverse, but also meet the needs of consumers for early adopters, and the prices are also advantageous compared to Hong Kong.

"A few days ago, I bought a cup of the most common honey green tea at a Hong Kong milk tea shop for 28 Hong Kong dollars, and then paid an additional 4 yuan to add pearls; and a cup of peach fruit tea I drank in Shenzhen on the weekend only cost 14 yuan." Hong Kong consumption Guo Zhijun said.

32 Hong Kong dollars compared to 14 yuan, it is enough to show that the new tea drinks in the mainland are very cost-effective, and they have various toppings added, and there are more choices.

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