Hong Kong Trade Development Council: Hong Kong products are highly welcomed by ASEAN online shoppers Hong Kong companies can further explore business opportunities by leveraging policies.

The research results of the Hong Kong Trade Development Council on "ASEAN E-commerce Opportunities: Consumer Behavior and Positioning of Hong Kong Products" show that Hong Kong enterprises have advantages in the ASEAN market, and their products are highly welcomed by online shoppers in the six ASEAN countries. Doris Fung, Research Director of the Hong Kong Trade Development Council, pointed out that Hong Kong enterprises can take advantage of the policies in the latest Budget to promote the development of e-commerce in the ASEAN market, especially since the Hong Kong government recently announced the expansion of the coverage of the "D-Biz" funding scheme, which is expected to help Hong Kong SMEs expand into the local market. The above-mentioned research targets the six main markets in ASEAN, including Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. The research results show that about 70% of the respondents stated that they have purchased at least one product from Hong Kong through online shopping in the past 12 months. Among them, online shoppers from Singapore, Thailand, and Malaysia had the highest average spending on Hong Kong products. For example, Singaporean consumers spent an average of $371 per purchase on Hong Kong electronic products, followed by Thailand ($276). Among the six ASEAN markets, Thai consumers are the most enthusiastic about Hong Kong e-commerce products, with 81% of respondents stating that they have purchased Hong Kong products through online shopping in the past 12 months, followed by Indonesia (73%) and the Philippines (69%). In terms of attractiveness, about 35% of people believe that Hong Kong products are more affordable and offer better value for money; 33% of people particularly appreciate the clever combination of Asian and Western elements in Hong Kong products; and 32% of people find the Hong Kong products sold online to be stylish. As for the various types of e-commerce products in Hong Kong, electronic consumer goods are the most attractive, favored by 70% of people, followed by fashion products (38%) and cosmetics/personal care products (34%). In terms of age distribution, online shoppers aged 30 to 49 have the highest average spending. In addition, among online shoppers aged 18 to 29, an average of 76% of respondents stated that they have purchased Hong Kong products through online shopping in the past 12 months. Doris Fung pointed out that ASEAN consumers are willing to purchase Hong Kong brands and products through various online channels, which is encouraging. It is evident that Hong Kong SMEs should pay special attention to the markets in Thailand and Indonesia, as consumers in these two countries have a high opinion of Hong Kong products.