The Marketing of the Hong Kong Laundry Industry

The Characteristics of Hong Kong Laundry Industry Marketing

The laundries in Hong Kong are mostly located in residential areas to make a convenient condition for customers to send the clothes and get back the clothes.

They usually place promotional materials in places where residents must pass by. In addition, the membership system is also implemented to provide preferential treatment. Special laundry discounts in different seasons and daily laundry discounts for employees of large organizations are also provided.

The Difference between Hong Kong and the Mainland of China

What is different from the mainland of China is that prepaid laundry coupons are not popular in Hong Kong. To protect the rights of customers, the Hong Kong government even discourages prepaid consumption.

In terms of the digital transformation, the development of online order of laundry services is steady in the mainland of China. Plus the intervention of large logistics company, the mode of online order plus offline laundry has been established. However, Hong Kong has scarce place, small laundry in Hong Kong concentrated, and it need many human labor to handle so that this mode is still in its initiative stage.

The Influence of Digitalization on Local Industry Enterprises

For this, the Hong Kong Laundry Services Association invested 70 million Yuan 3 years ago to make a survey on “The sustainable development and digital transformation of Hong Kong laundry service industry” to let the whole industry know the current conditions of the laundry industry operation and digital transformation so as to provide different supports for the laundry industry and encourage them to upgrade.

❑ Details of the Survey

According to our survey results, the digital transformation of Hong Kong’s laundry industry is still in its infancy. Among the companies that responded, 48% did not use digital applications, the laundry network order receiving system accounted for about 11%, and the customer order warehousing management system, RFID system, customer relationship management system, logistics information management system, and ERP system accounted for less than 10%. So we’re making a big push for digital transformation.

❑ Current Methods

At present, many companies in our industry mainly use social media, such as WhatsApp, Facebook, and WeChat for order-receiving and delivery services. WhatsApp has more than 1.5 billion monthly active users worldwide and is the most used real-time messaging tool in Hong Kong. Through it, people can quickly reply and answer accurately. It can also target customer groups to do appropriate promotion and release product information, which can more effectively improve customer experience and promote business.

In terms of payment, electronic payment and cash are basically used in parallel. For example, using the popular digital payment platforms Octopus card, Apple Pay, and Alipay in Hong Kong.

Conclusion

What problems have Hong Kong’s laundry industry encountered in the process of digital transformation and upgrading, and how are these problems solved step by step? The next article continues to share.