HEMA in Hong Kong: The Development of HEMA Business Model in Hong Kong

In this research, we investigated Hong Kong consumers' opinions and sentiments on HEMA, a new supermarket retail model. Through looking into Hong Kong consumers' present consumption patterns and selection tendencies at local retail supermarkets in Hong Kong. A quantitative investigation using an online questionnaire was conducted. This report proposes three marketing phases to enable HEMA to enter the Hong Kong market as a new retail brand in mainland China, localize HEMA in the Hong Kong market, establish HEMA's unique brand image, and gain popularity among Hong Kong consumers.