9th international public markets conference - myron ng
TRANSCRIPT
MYRON NG
Markets as Engines of Entrepreneurship
Assistant General Manager Fresh Market Asset Management
1
The Link Management Limited
Tai Yuen Market
Oi Man Market
Lok Fu Market
Tin Shui Market H.A.N.D.S Market
The Link Management Limited
The Only REIT in Hong Kong
• From Public assets to Private assets
The Link Management Limited
The Link’s DNA
The Link Tenant Academy
Marketing Campaign
HKPU Executive Diploma Programme
Employee Unit Purchase Plan
The Link Together Initiatives
Environmental-friendly publicity campaign
Service Provider Conference
The Link Management Limited
The Link by the Numbers
The Link Management Limited
The Link by the Numbers
5
The Link Management Limited
The Link’s Growth Drivers
To be a World Class Real Estate Investor and Manager Serving and Improving
the Lives of those Around Us
Ass
et
En
ha
nc
em
en
t
Ass
et
Ma
na
ge
me
nt
Ass
et
Inv
est
me
nt
Ca
pit
al
Re
cy
cli
ng
Pro
pe
rty
De
ve
lop
me
nt
Pro
pe
rty
Re
-de
ve
lop
me
nt
The Link Management Limited
Objectives, Rationales, Strategies
Reveal Customer Insights
Learn Best Practices
Differentiate Value Proposition
Surprise + Customer Experience
Sustain
the Traditional Fresh Market Industry
The Link Management Limited
11
11
1
11
11
1
11
11
1
The Journey of The Link’s Market Revitalisation 2010
Japan Market Study Tour
Europe Market Study Tour
Asset Enhancement Completion of Tai Yuen Market
Asset Enhancement Completion of Oi Man Market
Market Tenant and
Customer Survey
conducted
North America Market
Study Tour
Tenants’ Briefing before
Asset Enhancement
Opening of Lok Fu
Temporary Market
Establishment of Cross-
functional Market Project
Team
Asset Enhancement Completion of Lok Fu Market
Publishing of Tenant’s Handbook
Training/ Coaching for Market Ambassadors and CS Executives
Europe Market Study Tour
Mystery Shopper
Programme
Asset Enhancement Completion of Tin Shui Market
Markets Roving
Exhibition
Market Ambassador Job Shadowing
HKDI Fresh
Market Design
Competition
Customer Insights
Best Practices
Value Proposition
Customer Experience
2014
The Link Management Limited
Market Tenant and Customer Survey
Key Research Findings on Shoppers’ & Tenants’ opinion on Fresh Markets
The Link Management Limited
+ Hardware
The Link Management Limited
Upgraded Interior
11
Irregular Layout (Tai Yuen Market)
Introduction of Low-rise Stalls (Lok Fu Market)
Widened Corridor (Oi Man Market)
Enhanced Drainage System (Tin Shui Market)
The Link Management Limited
Hassel-free Payment
Introduction of E-payment System (Tai Yuen Market)
POS system combined the E-payment and Membership System (Tin Shui Market)
The Link Management Limited
Barrier Free Access
Ramp
Braille and Tactile Floor Plan
Accessible Toilet
Accessible Lift
The Link Management Limited
Accessibility
An Open and Welcoming Entrance (Tai Yuen Market)
Shuttle Bus (Lok Fu Market)
Planter Removed (Tin Shui Market)
The Link Management Limited
Customer Service Counter
Customer Service Counter offering 15 customer services (Lok Fu Market and H.A.N.D.S Market)
Customer Service Counter available for Members’ Prize Redemption (Tin Shui Market)
The Link Management Limited
+ Products
The Link Management Limited
Market Ambassadors
Greeting Customers (Tai Yuen Market)
Cooking Demonstrations (Lok Fu Market)
Assisting Customers (Lok Fu Market)
Sharing Cooking Tips (Lok Fu Market)
Market DJ (Tin Shui Market)
The Link Management Limited
Promotion Activities
Lucky Wheel Promotion Campaign (Tai Yuen Market and Oi Man Market)
Mini Games (Tai Yuen Market)
Celebrity Engagement (Lok Fu Market)
Market Promotion Booklet
Membership Loyalty Programme (Tin Shui Market)
The Link Management Limited
Service with Personal Touch
Washing basin and Public Scale (Tai Yuen Market and Oi Man Market)
Trolley (Lok Fu Market)
Full-time Toilet Attendant (Lok Fu Market)
15 Customer Services (Lok Fu Market and H.A.N.D.S Market)
CS Executive (Lok Fu Market)
The Link Management Limited
People Connectedness
Exterior knocked down for a more welcoming atmosphere (Tai Yuen Market)
The Link Tenant Academy
Best Service Award (Tin Shui Market)
The Link Management Limited
Great Variety of Choices
Cooking Studio (Tai Yuen Market) Western Restaurant (Lok Fu Market)
Cooked Food Street (Tin Shui Market)
The Link Management Limited
+ Mindset
Benchmarking
The Link Management Limited
Tenant Enhancement
The Link Tenant Academy
Price Monitoring Committee (Tin Shui Market)
Best Service Award (Tin Shui Market)
Surplus Food Collection (Lok Fu Market and H.A.N.D.S Market) The Link Together Initiatives
The Link Management Limited
Benchmarking
Hong Kong Awards for Industries: Customer Service Grand Award (Lok Fu Market)
China Property Awards (Lok Fu Market)
World Union of Wholesale Markets Market Awards (Tin Shui Market)
BCI Asia FuturArc Green Leadership Award (Tai Yuen Market)
Asian CSR Award (Tai Yuen Market)
Share the Glory with Tenants
The Link Management Limited
Fruition – the Results
Footfall ↑ 16%
Young customers ↑ 76%
Shopping duration 46 mins (↑ 50%)
New traders ↑ 20 stalls
Food price ↓ 25%
ROI ~ 17.2%
Source: Nielsen and Apple Daily
Survey conducted after
Lok Fu Market
Asset Enhancement Project
The Link Management Limited
Sustainable Growth
Partnership with Community Quality Service