Jenny Chan 陳詠欣
Jul 7, 2014

An inside look at Samsung's Hong Kong strategies

ASIA's TOP 1000 BRANDS: Samsung held its number-one status across APAC for the third year in a row and had a strong showing in Hong Kong. In this Q&A, Samsung’s CMO Lawrence Chow comments on what it takes to win over consumers in this highly competitive, tech-loving market.

Lawrence Chow
Lawrence Chow

What matters most about building your brand in the Hong Kong market?

Samsung did not get to be the world’s largest electronics company by telling customers one size fits all. We got there by trying new things and not being afraid to take risks. More than 25% of our workforce is dedicated to R&D and it is this relentless pursuit forward – investing in the new and unknown – that is the basis of our success. The introduction of Gear Fit - the world’s first curved SUPER AMOLED wearable device, HU9800 - the world’s first curved UHD TV, and GALAXY Tab S - Samsung’s thinnest and lightest tablet to date with the industry’s best mobile display Super AMOLED, are excellent examples of how Samsung anticipates the next big trends and creates consumer demands.

What are the unique characteristics of this market, and what is the profile of the local shopper Samsung most want to attract?

Hong Kong’s market is unique where competition is getting more and more intense. We observe that product life cycles are getting shorter as consumer demand is getting higher and higher. In addition, product mix is becoming more diverse, ranging from high-end, midrange and low-end. To stay ahead of the competitive environment and ensure our product offerings continue to be strong and innovative, Samsung is committed to people inspired innovation. Our products are built and designed with the specific needs of consumers in mind, innovating on the everyday life features that are most important to people. With a variety of choices for consumers and our ability to quickly deliver new devices and features based on consumer demand, we will actively maintain and expand our leadership position in the market.

Asia's Top 1000 Brands 2014
Asia's Top 1000 Brands 2014:
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Top 100 in 13 specific markets
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What channels do you find most effective for getting your message out in Hong Kong and why?

To reach out our target audience, Samsung is adopting a 360-degree approach in advertising, public relations, new and online channels, and experience marketing. Partnering with local media to organize new product experience day, maintaining close relationship with channel partners and enhancing retail experience area in store level for our customer are one of the best ways to collect public feedback and interact directly with our valuable customer.

How is Hong Kong different from other APAC markets?

Hong Kong is different from the APAC market because local customers are tech-savvy and wish to stay ahead of the worldwide market. Instead of bringing several gadgets out, the rise of larger screen display products like phablet, tablet and BYOD, answer the local need for an all-in-one device for multi-tasking performance and portability. Consumers are looking for a holistic experience besides communication. Smartphones and smart devices have become an integral part of Hong Kong people’s lives. Samsung is carefully looking at the market changes and needs of Hong Kong customers with the hope to enhance people’s quality of digital living.


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