Mainland city funds Hong Kong flagship

Chinese city Zhejiang has teamed up with two manufacturers to open a brand building retail store at Hong Kong International Airport.

Brands of Zhejiang China focuses on travel-related products and is a joint venture between the Department of Commerce of Zhejiang Province and Zhejiang manufacturers Newcom travel luggage and GNT thermal containers from Newcomer Group and Pinghu Meijia Thermal Insulation Container Industrial Co.

The government expects more brands to come on board in future and more such stores are planned in other cities around the world.

The provincial government says the store makes use of the city’s international status and high numbers of visitors to promote Zhejiang brands to a global audience.

Deputy director of the Foreign Trade Department at the Department of Commerce of Zhejiang Province, Li Xin, said the shop is part of a strategic move to develop brand awareness for the province’s manufacturers.

According to the Airport Authority, passenger throughput for Hong Kong International Airport in 2013 was almost 60 million. More than 100 airlines operate flights from Hong Kong to about 180 locations worldwide, including 44 destinations on the mainland.

“Setting up our branded store at the airport will offer a venue in Hong Kong where people can learn more about Zhejiang brands,” said Li.

“Our shop at Hong Kong International Airport will take us forward in our international branding strategy and developing our export market, while enhancing economic ties between the two places.”

Associate director-general of investment promotion, Francis Ho, said Hong Kong has been a popular place for mainland companies to ‘go global’.

“Thanks to our enduring business advantages, the city is a comprehensive platform for mainland companies and brands to expand to new markets. We wish every success to Brands of Zhejiang China and look forward to its international expansion from Hong Kong.”

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.