#10 /2015 10 Contents Editor-in-chief: Editor’s Letter Lei Chin Pang Online shopping has already become the ubiquitous Managing Editor: means of shopping over the years, and most young Flora Shaw entrepreneurs would opt for adding an online shop in their business plans. What about Macao? And what about the Portuguese Editor: sphere of online marketing for creative and cultural business José Oliveira commerce? In this issue, three entrepreneurs active in the cultural commerce field share their experiences in online Email: sales and marketing. [email protected] 002......... Feature This issue is also dedicated to film buffs. In Chit Chat Online Marketing we have budding film director Emily Chan Nga Lei, and Produced by: for Creative and Cultural Business Commerce then we have award-winning director Chao Koi Wang in 100 Plus Cultural Creative Extravaganza; prominent filmmaker Johnnie To also shares Development Limited 008......... Chit Chat his insight about grooming new talent in the industry in The Revelation of Timing Around the Globe. Published by: Apart from the cinema, our bloggers continue to bring Cultural Affairs Bureau of 010......... Extravaganza inspiring content about the cultural and creative industries the Macao S.A.R. Government Come, the Light: The Macao Production that to our readers. Shines in the FIRST International Film Festival 012......... Around the Globe Lei Chin Pang Fresh Wave: Nurturing New Talent for Editor-in-chief Hong Kong’s Film Sector 014......... Event Calender 016......... Blogs Alvis Sio - Between Calm and Passion — On Writing for a Literary Magazine (1) Lio Chi Heng - Give Room for Macao Movies to Grow Rai Mutsu - The Significance of Commercial Movies Joe Tang - The Double-edged Sword of Social Media Choy Sau Ying - SYUT by tfvsjs: An Example of Self-reliance The views and opinions expressed in this Yi-Hsin Lin - Art Development with Many Possibilities: Case Studies in London publication are those of the authors and the Rachel Mok - Music Festivals: More than Just Music interviewees, which do not necessarily reflect the opinion of the Cultural Affairs Bureau of the Macao S.A.R. Government. Feature Macon: The Power of Customer Database Set up in 2013, the local fashion label, Macon, Chan and her team could adjust their business in an actual shop before buying. Typically, the has successfully become the first original fashion strategy to enhance sales. customer service team would get in touch with brand from Macao to feature on Tmall.com, Asia’s Chan believed that, ultimately, it is the the customers a week after their purchase to biggest shopping platform. Its creative director, customer experience that counts, and a understand their needs, and may even offer Online Jane Chan, agrees with the immense potential of successful fashion business must take into them value-added advice such as guidance on online sales and marketing and decides to make account the customer’s needs at all times, garments care. As such, it is not difficult to realise good use of the online channel and information from the designing stage to the after-sales that sustainable sales is built on a pleasant Marketing to reinforce sales strategy. customer service. She said: “In order to attract customer experience rather than cheap prices. Having studied fashion design in Beijing, customers, Macon needs to emphasise its At the beginning of her career, Chan was for Creative and Cultural Chan has partnered with Fu Son Garment Macao-made element. This is best achieved able to benefit from the Subsidy Programme for Factory for a few years when she joined Macon, through thoughtful products photography Fashion Design on Sample Making organised Business Commerce which refers to the Macao-made element and and copywriting, combined with a visually by the Cultural Affairs Bureau, which effectively By Yuki Ieong and Lam Kuan Long the use of comfortable, pragmatic and delicate appealing website experience. This requirement lowered the risk of her business venture. Photo courtesy of Around Chao, Macon, Agostinho Jesus Liu do Castro, cotton material. differs from the operation of an actual retail However, as Chan pointed out, the scheme Jason Leong Since the beginning, Macon relies on store. For the latter, customers can go there and was useful only for the launch of the business, online channels for sales and distribution, try on the clothes they like before deciding to since she had to rely on her own resources in the The world’s largest creative commerce platform, Etsy, boasts saving on retail rent. Nevertheless, like any buy the products. On the other hand, it would processes that followed from pattern-making, buyers and sellers from all over the world. Pinkoi, a similar platform other actual retail outlet, it also has its own be harder to communicate with the customers such as production and sales. targeting the Asian market, also has a network of over 20,000 costs to meet, such as human resources. The in an actual store the brand’s design philosophy.” With a limited capital, Macon took part designers and 600,000 active buyers. On the mainland, Tmall.com recruitment of various professional talents Macon has opened shop in Tmall.com, a in several fashion shows organised by Macau leads the Asian creative commerce market in terms of online sales required – such as designers, pattern- subsidiary of Taobao.com. These two online Productivity and Technology Transfer Centre, revenue, featuring over 50,000 shops and a clientele of 400 million makers and manufacturers, IT channels differ in the sense that Taobao.com where it gained industry recognition both people. Can this diverse range of online shops help to bring Macao’s professionals, quality control staff, features all kinds of online shops including locally and outside Macao. For example, Macon local designer products into overseas markets? In this issue, we talk sales teams, customer service and those run by individual sole traders, whereas took part in Hong Kong’s Fashion Week in July, to three local entrepreneurs active in the cultural commerce field administrative officers etc. – cost Tmall.com is a more sophisticated platform where it was promoted jointly with several other to learn more from their experiences in online sales and marketing. over a million dollars a year. that caters more to companies, and is complete Macao brands. The fashion label successfully The major risk of running with guaranteed quality control and copyright captured new partnership opportunities from an online fashion boutique is protection. Macon’s online shop at Tmall.com buyers in the fashion expo. the relatively low visibility of offers detailed information on each product, Other than growing Macon’s online outlet, the brand. Its success depends including the materials, transaction volume Chan has expansion plans by collaborating with largely on effective sales channels and reviews. Customers can also click for the more retail outlets. She said: “At present, Macon appropriate for its clientele. For option to ask questions via live chats, such as enjoys good sales from its consignment at example, Macon generates a finding out more tips on matching outfits and Macao Fashion Gallery. In the future, we hope to substantial volume of customer fashion styling. These services help to reduce develop more consignment locations with local Macon is well known for the database via a comprehensive online the likelihood of sales refunds. Once a customer fashion stores. With the rise of spending power use of comfortable, pragmatic products catalogue, i.e. data to do with decides to buy the product, Macon would and more awareness towards cultural business and delicate cotton material. the age groups and geographical reach despatch the item in two days, and offer Tmall. commerce among Macao’s customers, we are of its customers as well as the popularity of its com’s sales policy of seven-day refund. This is confident that fashion brands with originality various product items. By analysing these data, comparable to customers trying out clothes will fare well.” Jane Chan, Macon’s creative director, points out that running an online shop may save on retail rent but it also has its own costs Macon took part in Hong Kong’s Fashion Week and successfully captured new partnership opportunities from to meet. buyers in the fashion expo. 002 003 Feature Mo-Design: Creating a Brand’s Character and Style is Paramount Creative Director of Mo-Design and and even place an order immediately. Hence designed a business card holder, you are only To a certain extent, it’s more risky to run an store as a showroom and customers can only to build a good brand. He is pleased to see that prominent designer Chao Sio Leong’s idea of the products can be integrated to target competing with a few brands in Macao, but if e-business.” He points out that although a virtual purchase the products online. Chao believes local designers have widened their horizons online marketing is: “Nowadays, e-shopping is consumers’ lifestyles successfully.” you sell the product online, you are competing store incurs no rental costs, some e-commerce that traditional retailers still have a role to play recently, by making reference to foreign artists’ not only about ordering online while you are So are local brands competitive enough with thousands of brands around the world. platforms require that a seller has to achieve and can complement e-commerce. But the works. Some students from design schools are at home. The younger generations may find to go online? Chao believes that the Some people believe that it’s easier to run an certain amount of turnovers, otherwise the most important is to create a brand’s character willing to take summer internships at prominent that it’s old-fashioned to surf on the internet uniqueness of a product is of paramount online business than a brick-and-mortar one.