In the forecast period, direct selling is set to maintain slow and stable current value growth in Hong Kong, driven mainly by demand for consumer health products, including supplements, as well as beauty and personal care products. In the post-pandemic era, people have returned to physical activity and face-to-face social contact.
Consumers in Hong Kong increasingly value direct conversations with retail staff and sellers to check on product information at any time. Most consumers contact brands through WhatsApp, and this has become the main channel for communication between merchants and customers.
Direct sellers such as Amway and Herbalife have their own distinct brand positioning and unique product strengths, which helps them combat the competition from retail e-commerce in Hong Kong. Many consumers in Hong Kong also like to go directly to the brand owner when purchasing nutritional and home care products, as it is important for them to purchase from trusted brands.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See All of Our DefinitionsThis report originates from Passport, our Direct Selling research and analysis database.
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