Hong Kong Market redefines grocery shopping experience with new app

Hong Kong Market has unveiled a new shopping platform app that aims to offer busy citizens a more convenient and thoughtful online grocery shopping experience.

The app's launch comes at a time when fresh markets have traditionally provided the freshest and most delicious ingredients. However, with changing times, the rise of fast-food culture has led many to prioritise speed and convenience over freshness. Since the pandemic, there has also been a significant increase in home cooking, especially among younger generations.

In a conversation with MARKETING-INTERACTIVE, Agnes Lung, executive director and group chief marketing and digital officer, Uni-China Group, said the e-shop targets residents aged 25 to 44, mainly females, as well as office workers.

"Our focus is to revolutionise the way Hong Kong citizens access fresh market ingredients. Our new e-shop aims to bridge the gap between convenience and quality, catering to the evolving needs of today's fast-paced world. We ensure that the freshest products are delivered swiftly to your doorstep. Join us on this journey to rediscover the joy of fresh ingredients, convenience, and community at Hong Kong Market,” she added.

The new app allows customers to buy fresh market ingredients from the comfort of their homes, eliminating the need for intermediaries, according to Lung. For those with hectic schedules who can't visit the market during the day, the app provides extended shopping hours, allowing them to shop at their convenience—free from the limitations of time and space.

The goods are delivered directly by stall owners in partnership with SF Express Hong Kong, aiming to ensure the fastest possible delivery right to customers’ doorsteps.

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To promote the app launch, Hong Kong Market has partnered with creative agency Hardchi Creative and PR agency The Bridge Agency to launch a campaign featuring local singer Hins Cheung as the ambassador.

“Ambassador marketing has emerged as a leading method for enhancing brand awareness, trust, referrals, and loyalty. Moving away from impersonal advertising techniques such as banner ads and pop-up windows, our adoption of ambassador marketing aims to cultivate dedicated communities and foster sustainable growth,” said Lung. 

Known for his refined taste and recognised as a key opinion leader in the breakfast scene (早餐界KOL), Cheung was also tapped to front the promotional video. The video features Cheung trying to cook for his maid who falls ill, however, the food at home is not fresh. His maid then suggests Cheung use the Hong Kong Market app, which enables him to receive fresh food without the constraints of time and space. 

While creating viral videos is a cornerstone of online success in today’s dynamic digital landscape, these engaging and shareable narratives aim to captivate audiences, drive engagement, and elevate brands to new heights, said Lung. “At Hong Kong Market, we recognise that storytelling is at the heart of any captivating video. Crafting a narrative that resonates with our viewers and target audience is the essence of our strategy."

This effort is being complemented with extensive online and offline advertising to attract more citizens to download and experience the app. Additionally, Hong Kong Market has engaged various other KOLs to test the shopping app to further expand their reach to the target audience.

“Whether influencers, celebrities, students, employees, or customers, our brand ambassadors possess a profound understanding of our brand, its products, and its mission, aligning closely with our values to drive lasting engagement and loyalty,” said Lung. 

In addition to using ambassadors, KOL reels, and influencers, the campaign is promoted through YouTube advertising, programmatic advertising, out-of-home advertising, social media, SEM, roadshows, and PR coverage.

Jackie Ling , chairman, Uni-China Group, said: "Since its establishment in 2013, Hong Kong Market has been dedicated to revitalising markets and providing high-quality fresh ingredients to residents daily, laying a solid foundation for everyone's health. Given the demanding work schedules of Hong Kongers, many do not have the time to shop for fresh food in person every day. Therefore, Hong Kong Market has launched an online grocery shopping service to meet the needs of citizens, offering a more innovative and convenient shopping experience.”

“To uphold the service philosophy of '街巿餸 新鮮送,' Hong Kong Market has strategically partnered with SF Express, a leading logistics service provider in Hong Kong, along with our own extensive market network across Hong Kong, Kowloon, and the New Territories, ensuring that fresh ingredients can be delivered to residents in the shortest possible time."

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