Retail turnover in Hong Kong fell for the 18th straight month Assistant transition to open shop | | | derivative _ retail sales in Hong Kong News
Hong Kong's retail industry's condition was "not the coldest, only more cold"
Hong Kong retail sales fell

After the national day Golden Week, Harbour City, Tsim Sha Tsui, Hong Kong's many luxury shops and traffic sparse, this is the result of Hong Kong Retail two years continuous decline since. And as Miu Miu salesperson Chen Lin (a pseudonym) was worried about performance this month. During a training session, trainers suggest using the app to do promotion and sales. As with most of the people of Hong Kong, Chen used the chat tool is Whatsapp, micro-letters are not familiar to her.

In a rush to learn the process, Chen began to Miu Miu members of all purchase records have been texting, inform you in the future she will be in your circle of friends to make the promotion, customers want like Miu Miu products can support a lot.

Chen Lin was not doing Hong Kong luxury "derivative" first people. As early as 1 year ago, Mei Xue in the salsa (not his real name) has engaged in "derivative" work, and business is booming.

Mei Xue told the newspaper reporters, salsa encourages all frontline sales staff open a micro account, and their friends from time to time send to product information, the company consolidated shipments from Hong Kong, delivered goods within 14 days, and this "derivative" of the business model, the sales staff can also earn a Commission. With the ordinary derivative is, whether customers are using a micro-payment is PayPal, are consolidated with the company's official account to receive money, and no more fare increase.

However, as is imposed by the State administration of taxation announced that it no longer ordinary cosmetics consumption taxes, taxes on cosmetics, from 30% to 15%, has entered the winter the retail industry in Hong Kong is undoubtedly a heavy blow. Sasa Chairman and Chief Executive Eleanor Kwok have recently stated that the news came too suddenly, could affect the company's online shopping and retail business, which is "headache".

　　Fell for the 18th straight month: price reduction and layoffs are inevitable

Higher cold. Last year, Hong Kong's luxury market continued to play "meet the people"-Christian Dior (Dior), Chanel (Chanel), Prada (Prada) all prices in Hong Kong. In September this year, had very strong performance United Kingdom luxury brand Burberry (Burberry), classic handbags in Hong Kong and in early autumn new last part of product prices, range of 10% to 15%.

Nevertheless, the condition of the retail industry in Hong Kong is "not the coldest, only colder." According to the data of the Census and Statistics Department of the SAR, first half of the year, total retail sales in Hong Kong fell more than 10.5%, is the largest half-drop since 1999. In August, total retail sales in Hong Kong amounting to approximately HK $ 33.9 billion, fell by 10.5%. Hong Kong Special Administrative Region Government spokesman noted that the current context of public spending in times of economic uncertainty in the maintenance of prudent, and in August was already Hong Kong retail sales figures fell for the 18th straight month.

The Hong Kong Retail Management Association Chairman Thomson Cheng said, has heard a number of company layoffs if after the Christmas and new year, retail sales continued downward, to lay off may occur in February or March next year.

Forced by the situation, many salespeople are beginning to panic, worried about their jobs. In desperation, can only choose to keep abreast of the trend and give it a "derivative".

Chen Lin and Mei Xue told reporters that the company did not force each sales person in your circle of friends to do derivative, but in fact, most of the sales people to jobs would do.

Hong Kong's retail market after the long bull market, appears to be heading for a long winter. In fact, since the beginning of 2003 Hong Kong open "freedom row", Hong Kong's retail business has long been in a State of rapid expansion. Over a long period of time, the salesperson is "Xiang Bobo" long-term shortage of Dior or Chanel the big serve ordinary salesman salary can reach HK $ 40,000 to 50,000 – you know, newly graduated College students ' average wage in Hong Kong over the same period was only $ 12000.

Li Wei (pseudonym) is a famous master of University of Hong Kong, more than he had been in Hong Kong in a monthly income of only $ 12000. In 2012, because life is hard, he reluctantly had to resume a brand-name watch shop in harbour city. Interview success after one year, he has become a student of "well-off" people in Hong Kong "the train" and buy their favorite House.

　　Worried about currency purchase

Hong Kong retail sales hit another pressure, is the devaluation of the Yuan in the near future. Lindane (not his real name) Hong Kong residents working in micro-circle of friends, due to faster devaluation this year, her business has also been affected.

"In the past, (due to the exchange rate) all goods are equivalent to hit 80 percent, now approaching 90 percent, Hong Kong is not a price advantage. "Buchanan reluctantly said to the reporter. Earlier this year, the RMB spot rate for the Hong Kong dollar 0.8369, but as of press time Hong Kong dollar against the Yuan's exchange rate had reached 0.8740.

In desperation, lindane can start part-time sales Han Chinese products because South Korean won depreciation a lot over the past year. In addition, she also represented a tiny brand, to support their incomes.

Sasha (00178. HK) has also recently released sales data for 11 golden week, and surplus police issued, notice at the end of September half-year net profit fell 35% to 45%, mainly sales and gross profit both in Hong Kong and Macau market decline, part of the weak performance of overseas operations and due to the declining profitability of the Group's e-commerce.

Jewellery, watches and clocks and watches and other expensive goods sales hit. TSE sui Luen (00417. HK) yesterday's interim results announced at the end of August, revenues of HK $ 1.55 billion by year-11.56%; net profit of HK $ 11.739 million, according to year-24.05%.

Its business in Hong Kong is the worst-hit areas. TSE sui Luen said that Hong Kong and Macao in the first half turnover decreased by 32.6%.

CHOW sang sang operating in greater China General Manager Liu Kebin holds a different view. He told the newspaper reporters, the psychological impact of RMB exchange rate movements on the Mainland consumers limited, many consumers already have expectations. In the past week, the company's business did not see much change, but the fourth quarter is the traditional wedding season in order to offset the negative impact of devaluation.

Liu Kebin said, on the contrary, many consumers may be more willing to buy gold because the devaluation of the Renminbi, because many Chinese people believe that gold is a good hedge. For example, he said, and in 2012 to 2013 RMB exchange rate fluctuations, as there are a lot of people to buy products.

　　Challenges of global retail

In fact, Hong Kong Retail challenges faced by a number of factors. Last September, the United States light luxury brand coach (Coach) premature termination, withdrawal from Queen's Road Central, Central, is located in the 36th large downstairs flagship store. Even to pay 18 months of rent for about HK $ 130 million Coach and never went back.

Coach Bill young is clear: according to Coach for rent of HK $ 5.6 million, Coach HK $ 5000 per package calculation, meaning Coach sold 37 packs a day to return--not including hire outside walls advertising HK $ 1.6 million each month. Coach ultimately selected a strong man's broken wrist, means that Hong Kong's retail industry since that time has become so bad, the Coach would rather lose money than to give up the shop.

Eventually, shop rentals 22.5%, sports brand Adidas buyers.

Business data from various luxury brands, luxury goods all over the world there are signs of retrogression. Prada (01913.HK) interim report showed group net income decreased by 25%, only 142 million euros, and the group said in a report, "sales have been down almost everywhere."

Even the world's biggest luxury group LVMH (LVMH) is also not immune to first half of the year, its fashion and leather business revenue and profit growth. Despite the third-quarter rebound, so this part of the revenue increased 5% to 2.94 billion euros, but recovery is not stable, many members of the industry are still very worried.

France luxury Hermes released beginning next year to give revenue forecasts for the year, mainly due to political and monetary factors weaken the Outlook for the luxury market. Switzerland luxury goods company Richemont (Richemont) also issued a profit warning, expects first-half net profit will fall to 45%, mainly by Switzerland watch sales drop effect.

As the global luxury industry setbacks, Li Wei has already begun thinking about the rest of the way out of the danger, he now has to qualify as Hong Kong insurance licence, moved into insurance sales.

Responsible editor: Li Peng

Article keywords:
The Hong Kong Retail derivatives

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香港零售交易额连续第18月下跌 店员转型开网店|香港|零售|微商_新闻资讯
香港零售业近来的光景是“没有最冷，只有更冷”
香港零售额连续下跌

　　国庆黄金周过后，香港尖沙咀海港城的众多奢侈品店铺里，客流稀稀拉拉，这是香港地区零售两年以来连续下滑的结果。而身为Miu Miu销售人员的陈琳（化名）正为这个月的业绩发愁。在一次培训课上，培训师建议大家都用微信来做推广和销售。与多数香港人一样，陈琳常用的聊天工具是Whatsapp，微信对于她来说并不熟悉。

　　在匆忙学习了流程后，陈琳便开始向所有有过购买记录的Miu Miu会员发短信，告知大家未来她将在朋友圈做推广，希望喜欢Miu Miu产品的顾客可以多多支持。

　　陈琳并不是做香港奢侈品“微商”的第一批人。早在1年前，在莎莎工作的梅雪（化名）已经开始从事“微商”工作，并且生意已经很红火。

　　梅雪告诉《第一财经日报》记者，莎莎鼓励所有前线销售人员开微信账户，并且在朋友圈不定时地发产品信息，公司会统一从香港发货，保证14天内送达货品，而通过这种“微商”的商业模式，销售人员也可以赚取一定佣金。而与一般的微商不同的是，不论客户使用的是微信支付还是支付宝，都统一用公司官方的账户接收钱款，而自己则不再加价。

　　不过，随着国家税务总局宣布不再征收普通化妆品的消费税、高级化妆品的税率则由30%降至15%，已经步入寒冬的香港零售业无疑再受重击。莎莎主席兼行政总裁郭少明近日公开表示，消息来得太过突然，可能将影响公司的网购及零售业务，对此感到“头痛”。

　　连续第18个月下跌：减价和裁员是必然

　　高处不胜寒。从去年开始，香港的奢侈品市场不断打出“亲民牌”——迪奥（Dior）、香奈儿（Chanel）、普拉达（Prada）都在香港降价。而在今年9月，业绩曾经十分坚挺的英国奢侈品牌博柏利（Burberry），在香港对经典手袋及初秋全新上架的部分产品大降价，幅度达到10%至15%。

　　尽管如此，香港零售业近来的光景是“没有最冷，只有更冷”。根据香港特区政府统计处数据，今年上半年，香港零售业总销货额同比下跌逾10.5%，是自1999年以来最大的半年跌幅。8月份，香港零售业总销货额约339亿港元，同比下跌10.5%。香港特区政府发言人指出，目前市民消费意愿在经济前景不明朗的情况下都在维持谨慎，而8月已经是香港零售业销货数字连续第18个月下跌。

　　香港零售管理协会主席郑伟雄透露，已经听说有不少公司有意裁员；如果圣诞节及新年过后，零售表现持续向下，明年2月或3月可能会出现大规模的裁员。

　　形势所逼，不少销售人员也开始人心惶惶，担心自己的饭碗不保。情急之下，只能选择跟上潮流，试一把“微商”。

　　陈琳与梅雪都告诉记者，公司并没有强迫每个销售人员在朋友圈做微商，但其实大部分销售人员为了饭碗都会这么做。

　　香港零售市场在经历长期牛市以后，似乎开始迎来一次漫长的寒冬。实际上，自从2003年香港开始开放“自由行”以来，香港的零售业长期处于极速扩张状态。在很长的一段时间里，销售人员是“香饽饽”，长期人手不足，如果在Dior或者Chanel这种一线大牌任职，普通销售人员月薪可以达到4万至5万港元——要知道，同期在香港刚毕业的大学生平均工资只有12000港元。

　　李伟（化名）是香港一所著名高校的硕士，他曾在香港从事多个月薪只有12000港元的工作。2012年，由于生活实在艰苦，他无奈把简历投递到了位于海港城的一家名牌手表店。在面试成功上班一年后，他已经成为了同学圈里的“小康”人士，在香港成功“上车”，买到了自己心仪的房子。

　　人民币贬值代购也发愁

　　导致香港零售业重创的另一个压力，就是近期人民币的贬值。林丹（化名）在微信朋友圈里从事香港代购工作，由于今年以来人民币贬值的速度比较快，她的生意也受到了影响。

　　“过去，（由于汇率）所有货品都相当于打8折，现在则接近9折，香港的价格优势都没有了。”林丹无奈地对本报记者说。今年年初，港元对人民币即期汇率为0.8369，而截至记者发稿时，港元对人民币的汇率已经达到0.8740。

　　无奈之下，林丹只能开始兼职销售韩中国国产品，因为韩元过去一年也贬值很多。除此之外，她还代理了某个微商品牌，来补贴收入。

　　莎莎（00178.HK） 也于近期公布十一黄金周的销售数据，同时发出盈警，预告截至9月底的半年净利同比下跌约35%至45%，这主要是香港及澳门市场的销售及毛利均出现跌幅、部分海外业务表现疲弱及该集团电子商贸的盈利下降所致。

　　珠宝首饰和钟表等贵价品销售受到冲击。谢瑞麟（00417.HK）昨日公布了截至8月底的中期业绩，营业额15.5亿港元，按年跌11.56%；纯利1173.9万港元，按年跌24.05%。

　　其香港地区业务更是重灾区。谢瑞麟表示，上半年港澳地区营业额下降32.6%。

　　周生生大中华区营运总经理刘克斌则持有不一样的观点。他对《第一财经日报》记者表示，人民币汇率的变动对内地消费者的心理影响有限，不少消费者已经有心理预期。在过去一周里，公司的生意没有看出很大变化，而且第四季度是传统婚嫁旺季，可以抵消人民币贬值带来的负面影响。

　　刘克斌称，相反，不少消费者可能会因为人民币贬值更愿意购买黄金产品，因为很多中国人都认为黄金是不错的保值产品。他举例说，在2012年至2013年人民币汇率波动时，同样有很多人选购黄金产品。

　　全球零售业的挑战

　　实际上，香港零售业面临的挑战有诸多因素。就在去年9月，美国轻奢品牌蔻驰（Coach）提前解约，撤出位于中环皇后大道中36号楼下的大型旗舰店。即便要赔偿18个月的租金约1.3亿港元，Coach仍头也不回地走了。

　　Coach的账算得很清楚：如果按照Coach的租金560万港元、Coach每个包5000港元计算，意味着Coach每天要销售37个包才能回本——这还不包括每个月租用外墙广告位的160万港元。Coach最终选择壮士断腕，意味着香港的零售业自从那时候起已变得非常不景气，令Coach宁愿赔钱也要放弃这家店铺。

　　最终，这家店铺租金下跌22.5%，被运动品牌Adidas接盘。

　　从各家奢侈品牌的经营数据来看，其实全球的奢侈品都有倒退的迹象。Prada（01913.HK）中期报告显示，集团净收入下跌25%，只有1.42亿欧元，而集团在报告中称，“几乎所有地方的销售都出现了下滑”。

　　即便是全球最大的奢侈品集团路威酩轩（LVMH）也难以幸免，今年上半年，集团旗下的时装皮革业务收入及利润都出现了负增长。尽管第三季度开始反弹，令这一部分的收入增长了5%至29.4亿欧元，但由于反弹并不稳定，不少业界人士仍旧很担心。

　　而法国奢侈品爱马仕明年开始选择放弃公布全年收入预测，主要原因是政治及货币政策因素削弱了奢侈品市场的前景。瑞士奢侈品公司历峰集团（Richemont）也发布盈利警告，预计上半年净利润将下跌45%，主要受瑞士手表销售大跌影响。

　　随着全球奢侈品业的倒退，居安思危的李伟已经开始思考其他的出路，他目前已经考取香港保险牌照，转而从事保险销售工作。

责任编辑：李鹏

文章关键词：
香港 零售 微商

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