Given the dynamics of the consumer market in Greater Bay Area, for brands, which have been competing there would find consumers in the region no longer fit into the traditional archetypes. However, for Hong Kong-based brands, with good and up-to-date knowledge of consumers in the GBA market today, they will be best positioned to grow and succeed.
To assist Hong Kong companies in capitalising on the vast growth opportunities in the Greater Bay Area and leverage on branding strategies to enhance long-term competitiveness, the Hong Kong Brand Development Council (the BDC) joined hand with the Chinese Manufacturers’ Association of Hong Kong in organising a series of activities under the banner of “Hong Kong ‧ IN ‧ Brand Greater Bay” Serial Activities (Phase Two) during the period from April 2024 to March 2025. With the sponsorship of the Trade and Industrial Organisation Support Fund of the Trade and Industry Department, HKSAR Government, the Project rolled out high-efficiency brand promotion campaigns, coupled with a bevy of in-depth market researches that aimed to succinctly portray the numerous opportunities in the GBA and map out the paths for further growth as well as the competitive advantages required for continuous development for Hong Kong brands.
The BDC appointed a research team, led by Professor of Marketing at Emlyon Business School Dr Sherriff Luk, to conduct a quick-view analysis on the Greater Bay Area market and compile a report entitled “Greater Bay Area Market in Perspective and Implications for Hong Kong Brands” to document the findings of a business tour and company visits to Guangzhou, supplemented by extended analysis that dissects the dynamics of the GBA market. The research team analysed and interpreted the observations through multiple lenses, with focus on the competition landscape of GBA market, trends of branding practices as well as the recent changes in local consumption culture and consumption behaviour. These findings update and advance Hong Kong companies’ knowledge of the core capabilities critical to successful implementation of brand-building and management strategies in the Greater Bay Area market.
