Flagship Shopping Centres
Rebranded to Extend Customer Reach
著名哈佛商學院以領展為題出版商業案例，我應邀到訪校園跟工商管理碩士學生分享企管心得。同學在討論提到，面對千變萬化的挑戰，必須專注顧客需要，全心服務社區，想法跟領展的理念同出一轍。
商場提升是優化顧客體驗，帶旺社區的重要措施，近年旗下H.A.N.D.S、Temple Mall、Lok Fu Place、TKO Gateway及T Town相繼換上新品牌，更有效反映物業翻新後的市場定位，擴闊顧客群。
這批大型商場位處交通樞紐，全面優化商戶組合及設施，當中更有將兩個鄰近物業整合為一的項目。隨著零售及餐飲選擇變得更為多元化，零售物業必須能夠迎合更廣泛需要和口味，服務更多不同需要的居民。
獨特易記的品牌，配合商場提升後的新體驗，有利建立鮮明形象，讓顧客重新認識商場嶄新服務，帶來推廣效益。商場選取新名字以簡單具個性為原則，容易讓顧客產生共鳴，打造區域購物地標，繼續向著連繫好生活的目標進發。
行政總裁
王國龍
Shortly after the renowned Harvard Business School published its case study on Link REIT, I was invited to its campus to share my perspectives on the company’s growth journey with its MBA students. To deal with the many challenges ahead, the students pointed to the need to focus on shoppers’ needs and care for the community, a line of thinking that closely echoes Link’s strategy.
With asset enhancement part and parcel of our drive to enhance the shopping experience and revitalise the communities where our properties are located, a number of our flagship shopping centres, including H.A.N.D.S, Temple Mall, Lok Fu Place, TKO Gateway and T Town, have been rebranded in recent years to more effectively communicate their post‑enhancement positioning and expand customer reach.
Having completed asset enhancement, these highly accessible flagship centres have repositioned both trade mix and facilities. Some have even merged two adjacent properties to expand services and create stronger appeal. As these centres continue to widen their retail choices to suit the tastes of a broad range of customers, they are increasingly able to serve shoppers who travel from outside the primary catchment area.
The vigourous, memorable brand names adopted by these properties, coupled with the new experiences they offer, help create a more distinctive image to unleash the centres’ potential and enable customers to view these enhanced properties in a new light. Bearing close relationship with the districts the centres serve, these brand names resonate with customers to help solidify their roles as shopping landmarks, and advance our mission of linking people to a brighter future.
Chief Executive Officer
George Hongchoy
上海地標項目
Link Square - an International High‑end Commercial
Complex in Shanghai
領展首項上海投資－領展企業廣場1座及2座（前稱企業天地1號及2號），匯聚眾多著名跨國及內地大型企業，最近更新品牌，加強物業的市場定位。領展作為亞洲最大型房託，憑藉強勁的營運表現及優質資產管理於國際業界享負盛名。該甲級商業項目位處市中心核心商區顯赫地段，命名為「領展企業廣場」，彰顯其國際化高端定位，亦為領展在上海區的一個地標項目。
Link Square 1 & 2, Link’s Grade‑A commercial project in Shanghai and a popular office choice among multinational and high‑profile domestic companies, has been rebranded for stronger market positioning. As Asia’s largest REIT, Link has won international acclaim for its strong operating performance and excellent asset management. Located in the prestigious Puxi CBD, Link Square’s rebranding reflects its positioning as an international high‑end commercial complex and as an icon building of Link in Shanghai.
愉快購物 精彩每一天
More Time for Fun at
T Town
領展天水圍區最大型商場 - T Town （前稱頌富廣場）,配合物業優化工程，推出「T Town」全新品牌，突顯其作為天水圍地標，以及四周被大自然環抱的特色。優化工程把水漣漪設計元素擴展至北翼及外牆，亦新設醫務診所區及育嬰室設施。除了引入著名服裝品牌等新店，亦有多間特色食肆加盟，提供京、川、台、韓、日、美等地美食。商場入口中庭設開放式雅座，增添休閒氣氛。
As Link’s largest shopping mall in Tin Shui Wai district, T Town (formerly known as Chung Fu Plaza) has refreshed its brand following the completion of its asset enhancement programme. The new “T Town” brand conveys its multi‑dimensional personality as a district shopping hub surrounded by natural scenery－a place where there’s more time for fun. The mall has extended its existing water ripple theme to the north wing and facade, and the refurbishment project has introduced shopper‑friendly facilities like a medical clinic zone, baby care rooms and an open sitting area that add to the relaxing atmosphere. A leading casual wear brand is amongst the new additions to the mall, and a wide array of eateries have been introduced offering Beijing, Sichuan, Taiwanese, Korean, Japanese and American cuisines.
