We like shopping. We are not the wave, but part of the ocean so far as shopping is concerned. Life is terrible wrestling. When we shop, our bodies release dopamine, the ‘feel-good hormone’. The more we shop, the better we feel. Right?
Leslie Fok(霍俊熹) was born in Canada. He graduated from University of Toronto and returned to work in Hong Kong. He now manages a very special shopping mall called ‘D2 Place’ which is an attempt to build up a community centre among the creative and cultural groups. He is an expert in the branding and marketing of malls.
My natural curiosity led me to ask, “What are the different malls in Hong Kong?” Leslie replied without doubt, “There are 5 kinds: luxury malls, mainstream malls, neighbourhood malls, themed malls and community hubs.”
He explained, “Famed luxury brands like Chanel, Prada, Burberry and Hermes have secured their place in these grand malls to cater for affluent locals and travellers. These luxury malls are such as Harbour City, Pacific Place, Elements and Landmark. Customers like these malls because they are usually high class and chic, and this will contribute to their sense of social pride. Every detail in a ‘luxury mall’ is meant to be on par with what a rich man wants”
Leslie paused, “Mainstream malls cater for ordinary tourists and local people who have a higher-than-average spend. Times Square in Causeway Bay and APM in Kwun Tong are very good examples. Rental income is usually the main objective of a mainstream mall. They try to accommodate the widest possible range of customers on each floor. One floor may sell sports shoes but another floor may sell household appliances.” I laughed, “Mainstream malls are like high-class hypermarkets.”
I said, “I don’t go to luxury malls as I don’t need most of the things there. I love neighbourhood malls because I can wear flip-flops.” Leslie smiled, “Neighbourhood malls sell daily convenience goods such as foodstuff, personal care products and casual wear. They satisfy the day-to-day needs of people who live or work in the local area and may include ancillary services such as a bank. These malls are very basic & there is nothing fancy. The malls in our public housing estates are mostly neighbourhood malls.”
Leslie continued, “The intent of the 4th kind i.e. a themed mall is simple and straightforward—to attract a specific group of customers to buy things there. The clear examples are outlet malls, furniture malls and electronics malls etc. Themed centres are bound to alienate some shoppers who will turn their noses up at the singular nature of these places. Customers here are just eager to buy what they desire in only one location because time is money. It is easier for them to compare prices too.”
Leslie said, “The final kind is more than a mall. It is a place where birds of the same feather can flock together. I am working out a mall called ‘D2 Place’ where I want the creative and cultural youngsters to gather for enlightening social events, recreational activities and perhaps educational classes. I label it as a ‘community hub’ and it provides a great place for young people to hang out, make new friends and display their full potential. The sense of community belonging boosts the spiritual well-being of a young person as well.”
I added, “There may be the 6th type of mall called an ‘art mall’. It is a new trend. Such a mall combines the features of a museum and shopping centre. It carries a mission which is to enrich the daily life of a customer through the power of art and culture. In Hong Kong, some malls claim they are devoted to this great cause.” Leslie replied, “This type of mall is not yet a mature model. Dream is valiant. Let’s wait to see if there will be any handicap to this missionary development.”
Leslie concluded our conversation, “With the rise of e-commerce, people are less likely to visit malls for shopping needs. This has resulted in a decrease in foot traffic and consequently, a decrease in sales. Mall shops are struggling to keep up with the competition from online retailers. Mall rental is generally high in Hong Kong. What has made it more difficult for mall operators here is that people don’t like malls which are more than 4 storeys. Customers dislike long walk. They prefer quick entry and exit in relation to a mall. This is why the ground floor rental of a mall is much higher.”
Shopping is always a good culture. There are however too many malls in Hong Kong. For a shopping centre without a focus or edge, the place is doomed for failure. Apart from the wacky consumerism pertinent to a shopping mall, I do hope it can also be another ideal place to incubate the alternative cultural civilization of a special city like Hong Kong.
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