Date
25 May 2017
Winter wonderland: Customers queue up outside a Godiva shop for as long as an hour to try its buy-one-get-one-free ice cream. Fashion shop I.T is also planning to sell ice cream at its flagship store. Photos: HKEJ, NowTV
Winter wonderland: Customers queue up outside a Godiva shop for as long as an hour to try its buy-one-get-one-free ice cream. Fashion shop I.T is also planning to sell ice cream at its flagship store. Photos: HKEJ, NowTV

Does ice cream sell well in winter as in summer?

Think ice cream does not sell well in winter? Think again.

Last week long queues were seen in various outlets of Godiva, where customers patiently waited for their turn to get the Belgian chocolatier’s “buy one, get one free” offer for HK$45.

That’s right. Thanks to global warming, ice cream is now better business than North Face.

But there’s a catch to the three-day affair: Godiva only gave you half the size of a normal scoop. So half the price gets you half the regular serving of the ice cream.

Welcome to the winter of Hong Kong retail market, where businessmen are trying hard to win more customers in the absence of the usual flood of mainlanders.

In fact, ice cream may be the next best thing for local retailers. No kidding.

Local fashion leader I.T has just renewed the lease for its flagship store in Mong Kok, which it has been renting for the past 15 years. And to celebrate the occasion, it has introduced a new product: ice cream.

The apparel retailer will open a fourth shop for Sweet Monster, a Korean chain famous for selling popcorn ice cream in front of many Korean department stores, at its Mong Kok flagship store.

Although there is not much synergy between clothing and dessert, it now appears that the Korean import is more popular than some of I.T’s core fashion items.

The new ice cream store will occupy about 300 square feet for an estimated HK$60,000 monthly rent, which is part of the HK$2 million monthly lease that I.T pays to the landlord, according to Ming Pao Daily.

Not to give away its best-kept trade secret, I.T declined to specify how much it is investing in Sweet Monster but merely said it was a small and insignificant amount.

If any lesson could be drawn from all this, it is that there’s no enduring principle in business.

And just as consumers queue up for ice cream in winter, don’t believe that hot pot won’t sell in summer.

Think different!

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BK/JP/CG

EJ Insight writer

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