Mall operators spend big to draw young shoppers this summer
Hong Kong’s mall operators seem to be pulling out all the stops to woo young shoppers this summer.
A digital basketball court where you can practise shooting virtual hoops, and a reconstructed classic scene from a Transformers movie are among the elaborate gimmicks being deployed in an attempt to entice children and teenagers to shopping centres.
Sun Hung Kai Properties and Sino Land hope to generate more than HK$2 billion in sales at their malls, APM in Kwun Tong and tmtplaza in Tuen Mun.
This summer, SHKP plans to spend a record HK$8.8 million on promotion, up 10 per cent from a year earlier, with the aim of achieving sales of up to HK$500 million at its APM shopping mall between July 16 and August 31.
We have confidence that our target of more than HK$1.6 billion of sales in July and August will be reached
“Local consumption has improved as retail performance recorded a strong pickup year-on-year,” said Maureen Fung Sau-yim, a director at Sun Hung Kai Properties (China), a wholly owned subsidiary of SHKP. Footfall rose 10 per cent year-on-year to 56 million in the first half of 2017, she said.