823頻道 - September 2012

華貴街市引入超市概念帶動客流成街市新典範 Supermarket Concept for Wah Kwai Fresh Market New Model for Local Fresh Markets

街市日日新鮮的形象深入民心，加上一份人情味，一直獲得街坊客長期捧場。可惜舊有的街市一般是又濕又髒，地方狹窄，反觀大型超市光潔整齊，貨品種類繁多，令傳統街市客源逐漸流失。為了留住街坊顧客，領匯旗下的街市承包商特意將華貴街市改頭換面，並引入超市管理模式，務求提升街市質素。自一系列大膽創新的管理模式實施後，該街市人流較翻新前倍增，廣納客群，成為街市新典範。

一日之計在於晨，華貴街市大清早便擠滿街坊。他們除了購買最熱騰騰的即製點心，搶購最新鮮的餸菜外，還會換領每日派發600張的現金劵，爭先進入光潔明亮的街市選購心頭好，然後安坐冷氣食街享用早餐。這個剛於8月正式開幕的街市，到目前已成功吸引大批捧場客。

「一直以來，街市的衞生及規劃始終遜於超市，針對這方面的問題，我們在翻新街市前，首先參考了大埔大元街市的摩登設計概念，同時把街市的軟硬件進行大革新，融合街市和超市的優勢，以求廣納客源。」街市承包商建華投資發展營運經理凌偉漢說。

Traditional fresh markets are crowded and usually have very slippery floors. Most shoppers prefer large-scale supermarkets because of the better shopping environment and the variety of product choices. The Wah Kwai Fresh Market in Aberdeen has been revitalized by the market operator, with reference to the renovation blueprint of Tai Po Tai Yuen Market. This has successfully attracted more customers to shop since its re-opening in August.

店舖間格重新設計引入多元化選擇
Redesigned Layout for Diverse Choices

街市設計以大元街市為藍本，並提升多項硬件設施，包括重新規劃鋪位、改善通道、加強通風及照明系統及加設電視屏幕等。場內除播放烹飪及家居節目外，還會播出當日由商戶精選的推廣貨品資訊，令顧客及商販同樣受惠。

The supermarket management model has been introduced to the fresh market, in order to enhance its overall quality. The hardware and software of the market have been improved, including a redesigned layout of shops, improved passageways, enhanced ventilation and lighting, and a new television screen. More promotions have been introduced too. The improvements incorporate the advantages of a contemporary supermarket with the traditional fresh market setting.

推行物價管理
Price Watchers

顧客向來最關注貨品價格與優惠，街市遂設格價專員，每日到附近的街市和超市格價，確保該街市的物價以優惠價錢出售。

Price watchers from the market pay daily visits to other markets and supermarkets in the neighbourhood in order to ensure that goods in Wah Kwai are the best bargains in the district.

統一形象
Standardized Image

他們為商戶提供統一牌檔設計、制服及價錢牌，營造了街市團結及整齊的形象。

Uniforms and standardized price tags are provided to tenants, which give a tidy look to the market.

宣傳推廣
Marketing Promotions

街市每日會於不同時段向街坊派發現金劵，並首設會員制，顧客可憑消費換積分，換領獎賞包括日常食糧如米、麵及醬油等。現時街市會員已達3,000人，可見計劃成功穩定了當地客源，並吸引其他邨外客前來，刺激人流。

街市亦透過節慶及社區活動，回饋居民支持，如在孟蘭節派米、中秋派月餅等，深入社區的形象更見鮮明。

凌偉漢表示：「街市由構思到成功實行，有賴領匯給予的意見、各地方團體、商戶和街坊的支持。新街市改變了傳統的管理模式，我們的團隊都覺得很有成功感。我們未來將加強宣傳，希望可以為地區帶來更多新活力。」

Cash coupons are given out to shoppers at different times of the day. A membership scheme has been launched to offer further discounts. Over 3,000 members have signed up for the scheme.

Through a wide range of festive celebrations and community events, the market has established its presence among the community.

約三分之一的位置被打造成食街，裝修格調模仿商場形式，設有冷氣，並以多種中西食品作招徠，吸納食客。
The venue is equipped with air-conditioning and features a wide variety of food offerings.

場內設價格表，供顧客參考
Price lists for customers' reference.

顧客可於場內的積分記錄器查看獎賞積分
Customers may check their reward points using the reward points readers at the market.

街市代表向市民派發平安米
Representatives from market give out freebies to residents.

全靚海鮮鄭小姐 Ms Cheng from All-quality Seafood 我在這裡經營已十年，新的街市管理完善，售賣的貨品種類多，而且環境更光猛及整潔，人流的確比以前多。'I have been running my shop in the market for ten years. The renovated market is well-managed and it has a wider variety of retailers. The venue is brighter and tidier, and it attracts more visitors.'

興記海味萬先生
Mr Man from Hing Kee Dried Seafood
現時街市增辦宣傳活動及會員獎賞，吸引很
多區外客，而且顧客為了儲分也會增加消費，
對我們生意大有幫助。
"The promotions and member's offers attracted a
lot of local and visitors from other districts to the
market. This helps to boost our business."

全靚海鮮鄭小姐
Ms Cheng from All-quality Seafood
我在這裡經營已十年，新的街市管理完善，
售賣的貨品種類多，而且環境更光猛及整潔，
人流的確比以前多。
"I have been running my shop in the market for
ten years. The renovated market is well-managed
and it has a wider variety of retailers. The venue is
brighter and tidier, and it attracts more visitors."

葵芳街市連租多個舖位社企助弱能人士就業 Social enterprise provides job opportunities to people with mental disabilities

東華三院聘請二十多位智障人士及精神病康復者成為「創毅」之正式僱員，讓他們有機會自力更生。
The Tung Wah Group has recruited over 20 persons with mental disabilities as employees, giving them the opportunity to be self–reliant.

取諸社會，用諸社會，領匯一直以不同形式支持非牟利團體，讓社會善業得到持續發展，令更多有需要人士受惠。今年初，領匯便以特惠租金，將旗下葵芳街市內的七個舖位，租予東華三院的首個社會企業－「創毅蔬果加工及批發服務」成為工場。此社企特別聘請二十多位智障人士及精神病康復者成正式僱員，為他們提供自力更生的機會。工場每天清晨四時開始營業，他們會先向批發商大手購入蔬果後，員工會進行蔬果去皮、洗切等加工服務，然後再轉售予院舍、私人食肆及國際學校等，顧客遍佈港九新界。

由於創毅位於黃竹坑的工場不敷應用，因此需要向領匯租下葵芳街市舖位，以配合業務發展。葵芳街市具地利之宜，不但鄰近菜欄，還配備了寬闊的貨車落貨位，方便貨物運輸，切合他們日常工作需要。創毅負責人翁姑娘表示：「我們提供的服務可讓弱能人士有機會在不同工作崗位上發揮所長，從而提升自我價值，融入社區，並可減低他們對家庭的經濟負擔。」

The Link has always supported non-profit organisations to serve the underprivileged and promote the development of charity institutions of Hong Kong. At the start of this year, The Link leased a total of seven units in its Kwai Fong Fresh Market at concessionary rents to "Enterprise Vegetable and Fruit Processing and Supply Service" ("Enterprise Service"), the first social enterprise of Tung Wah Group of Hospitals. The Enterprise Service has recruited over 20 employees with disabilities, giving them the opportunity to work and be part of the society.

The market is situated in proximity to vegetable stalls, and provides spacious parking lots for trucks for easy delivery and unloading of goods. All these facilitate the work of the Enterprise service on a daily basis. Spokesperson for the Enterprise Service Ms Ong said, "This service gives the people with mental disabilities the opportunity to join the workforce and the society, as they enhance their personal value through the new job roles. It also alleviates the financial burden on their families.

領匯商戶學堂司徒永富分享營商成功之道 Ricky Szeto shares success story in business

八月的領匯商戶學堂，邀請到鴻福堂執行董事司徒永富出席，與商戶分享公司如何從傳統涼茶舖成功
蛻變成潮流連鎖店、如何改變宣傳策略及開發新產品等，以迎合市場需要。他認為市場需求會經常
轉變，當面對生意逆境的時候，商戶應考慮將品牌重新定位，破舊立新，以不同的宣傳推廣吸引
顧客。以其品牌為例，為吸引新一代的顧客，涼茶會被包裝成健康產品推出市場；公司亦會售賣
不同的時令產品，務求多元化；而店舖的裝潢及優惠推廣都要下點心思，以留住顧客的心。至於
管理員工方面，他認為年青人思想與上一代不同，故管理層需先了解他們的思維及感受，並要
多作溝通。最後他更勉勵商戶：「雖然努力不一定會成功，但不努力便一定會失敗。」，寄語
大家如遇挫折時，不要輕易放棄。

Ricky Szeto, executive director of the Hung Fook Tong Holdings Limited, shared his insights
on renewing a well-established brand at The Link Tenant Academy. In face of adverse market
conditions, he suggested that tenants should reposition their brand and attract new customers
through different marketing promotions. The management should also strengthen their
communications with younger staff to better understand their thoughts and feelings. He also
advised tenants not to give up when dealing with setback.

領匯商戶學堂課程預告

報名熱線：2798 2265

日期	主題	講者
30/10/2012	低成本、高回報推廣策略	香港市務學會主席嚴啟明

快餐店推4港元飯盒領匯全力支持
HK $4 lunch box offers for The Link's shoppers

為慶祝成立40周年，大快活於9月底在領匯旗下商場部分分店，以4港元限量售賣市民日常愛吃
的飯盒，吸引大批市民排隊購買。為配合是項優惠活動，有關商場亦加派人手維持秩序，務求讓
大家買得輕鬆又食得開心。

To celebrate its 40th anniversary, Fairwood launched a campaign to offer lunch boxes at $4 in
selected branches in The Link's portfolio. Long queues were drawn to enjoy the special offer.
Extra manpower was deployed by The Link to facilitate the arrangement.