K11 MUSEA, Hong Kong’s museum-retail complex, targets Chinese millennials
Designed with global millennials in mind, K11 MUSEA will greet visitors with its rotating world-class art collection
This article was written by Daniel Meesak and originally published in Jing Daily
Chinese millennials are the most coveted group in the tourism industry – they’re getting richer and yearn to travel more – but it can be difficult to know how to best market to these consumers. With millennials being more independently-minded and wanting experiences and culture as much as shopping experiences, strategies may need to be turned on their head to appeal to them.
Nowhere is the need for changing the brand image in Chinese consumers’ minds more important than in Hong Kong. While Hong Kong remains the undisputed leader in terms of Chinese tourist arrivals (Hong Kong is technically an outbound tourism destination), it has started to lose its lustre as Chinese travellers, and especially millennials, are seeking other destinations. While Hong Kong is different from mainland Chinese cities, to many, it’s mostly a tax-free shopping haven not far from home.
There are many reasons to visit Hong Kong beyond shopping and dim sum. Art exhibitions, museums, galleries and a vibrant, international atmosphere make the city a viable destination for Chinese travellers who are interested in culture.
Once the city of endless high-end malls, Hong Kong enjoys many special experiences – shopping and otherwise. The old Hollywood Road Police Married Quarters was turned into PMQ – a complex full of studios, shops and office spaces for Hong Kong’s creative industry. Not much to offer a Chinese tour group, perhaps, yet it has more to offer to China’s millennial travellers.
One of the most interesting new developments is the Victoria Dockside, a mixed-use harbourfront development by tourist magnet Avenue of Stars in Tsim Sha Tsui on the Kowloon side.