city culture assignment 4

INTRODUCTION
With the development of APM, the land use and the mode of consumption of Kwun Tong changed. At the beginning, Kwun Tong was an old district, crowd of people and there were many industries located near Kwun Tong MTR station. There was not much space could keep people for a longer time. However, APM seems breaking down the traditional mode of shopping habits and changed the consumer behavior such as duration of consumption, frequency of consumption. Shopping in APM became a combination of shopping, commercial activities and omni lifestyle. It also gives shoppers surprise, entertainment through the design and the activities they hold.
In this project, we have interviewed several youngsters so as to find out how they consume APM. Besides, we have analyzed the construction of APM through its slogan, architecture, facilities and activities they hold etc, to know the changes of consumer culture. At last, we will analyze the difference between people’s experience and the representation of media to APM.

THE CONSTRUCTION OF APM
Nowadays, the function of shopping mall has been changed; shopping mall is no longer a place for us to consume goods, but also appreciating art work, relaxing and receiving information. We have done observations in APM three times and searched information about APM on website; we found that people go to APM for different purposes.

For the elderly, APM is a place for them to spend time, but in a different way. We saw some old people staying in the food court reading newspapers, while some of them just sit on the bench which located on different floors. They also clustered in the t:>> park and chat with other elderly. APM became a place for them to connect with other people, and strength their social bonding.

For youngsters, they could also see APM as a place for spending time. As what we observed during weekdays, many students went window shopping in APM, or they gathered in the t:>>park to chat after school. Since APM closes lately, they may even stay in APM even at the late mid-night in hot summer. Some students even did their revision in the t:>> park, or went there to watch performance and exhibitions. From our interviews, nearly no respondents told us they went APM only for shopping, but they said they went there to eat, to join friends or “hea”!

Actually there are also some places which are especially decorated for youngster such as Xsite. Xsite is an open shop front design and special multi-colored replaceable plastic flooring will be used to create fresh looks from time to time. All these will make APM an attractive spot for shoppers.” (APM website, 2005) Xsite is a creative showpiece of contemporary architecture. Besides, various activities are held in every public holiday such as singing concert, fashion shows etc. In fact, unlike other shopping centers, APM did not divide the shops into different levels. In other words, we can see restaurants, jewelry shops, bakery, and ladies sections in the same level. It seems hybrid, but this is one of the themes in APM, which is not restricted by the shop allocation. APM is establishing unique “Omni-Lifestyle magazine” retail concept in the mall, which can get newest and friendliest entertainment without time limitation just like reading a magazine.

We can see that the spatial setting and the activities they hold seems constructing the mode of consumption and the rhythm of consuming. People stay longer in the shopping mall and they are trying to buying stuff at one time.

ADVERTISEMENT
Advertisements aim to promote the goods and service by various channels. Media is one of the powerful tools for advertising as it helps to sustain and concentrate a set of images through constructing and representing the images. Kilbourne gave us an idea that advertisements show some products, especially those luxuries, have symbolic meanings behind. These products helped people who consume it to achieve a different lifestyles or aspiration. They could also gain something which money cannot buy, like youth, beauty and even good relationship with the others etc. (Kilbourne, 2004)

In the case of APM, the media and the physical existence of APM helped a lot on representing and constructing its own image. We found numerous advertisements showing on advertisements boards in the MTR, body of their shuttle bus, television, magazines and also the Sun Hung Kei club booklet about 3 months before its opening. Just like APM’s billboard in Kwai Fong, it shows that the girl dresses fashionably, the sharp color attract youngsters a lot as fashionable and trendy things are what youngsters usually pursue. These young people were actually consuming the symbolic meaning of APM but not just the place itself. Through creating meaning, more youngsters would be attracted to consume there. Besides, APM has selected several specific magazines when they are posting the ads since the concept of magazines are similar as the concept of APM which are omni-lifestyle magazines. Most youngsters would like to consumer the above magazines as they mainly report in-fashion stuff such as clothes, accessories and places that youngsters would like to go.

From ads’ analysis, it emphasizes on creating a new shopping mode which was no time limitation on consumption and omni-lifestyle retailing concept. Because of this, we have interviewed five youngsters in APM so as to know how the frequency of using APM, the importance of APM to them and how ads affect people consumer behavior. In the interview, we have asked about their experience in APM and found that although some of them see APM advertisements, interviewees didn’t think that advertisements affect their consumer behavior. In those interviews, they all agree that APM provide a place for them to buy various stuff at the same time. More importantly, they have a new place to gather maybe even a place for study.

Some interviewees mentioned that they have gone to APM at midnight, however, many shops are closed and it seemed not match with playing at AM and PM which is proposing from slogan. They thought that advertisement is not important to attract them to go APM.

From the above interviews, people’s experience in APM seemed not totally consistence to the media’s presentations. People not just go there to enjoy its omni-life style, they consume there also for the meaning behind. Just take interview one as an example, interviewee’s response was that, she did not like to shop there because the things there are too expensive. A shopping mall to a young people with low purchasing power maybe a place to buy cheap things while APM could only for her to do window shopping.

FURTHER QUESTIONS:

Now that, many young people visit APM very often, they do think there is new good place for gathering. However, what the billboards shown, “play more, sleep less” seemed not happen among them. Some interviewees responded that, they seldom go to APM at night or in the morning. It is because the shopping mall is actually not like what is shown in advertisements, most of the shops close at around ten o’clock. Some even said they did not know the mall’s slogan. They just play and sleep like before.

We have learnt so much about the media, someone said the media would affect people’s buying behavior, like buying “useless” things, consume more about the image but the product itself. However, in the interviews with people who visit APM, they seemed not affected by the media so much. Some respondents said the first time that they visit APM may because of the media, however, the others was just their choice. So, how would the media affect people to visit the mall? And how people use tactics to prevent the affections of media

Besides, the new kind of shopping method gave consumers a convenience and comfortable shopping environment. An air-conditioned, one-station shopping method helps consumer to shop faster. The duration of consumption became shorter. It seemed saved time for both the consumers and the sellers. However, when we look more in depth, the new shopping method is actually diminishing the chance for social contact among people.

We can easily expected that, people will not bargain or chat with the salespersons in APM, while they will do that with those small stores or the shops that they used to visit. The bargaining and chatting process help people to get closer. At least, they would have a chance to communicate with others. Remember the TV dramas showing the relationship between neighbors were very close. In the older districts nowadays, this still exist. Just like the herb tea shop that we visited in Kwun Tong, the salespersons were just so nice that even give us an egg to eat. We saw them chat with the buyers and sometimes say hello to the people that passed by.

These are what we can never see in a shopping mall. The social ties cannot replace just by proving a more comfortable shopping mall like APM. We thing that, if Kwun Tong continue to develop, the ties would easily break down in the future. Would Kwun Tong people treasure these ties? How would they prefer to have a better development?

CONCLUSION
After studying APM’s establishment, we have deeper understanding about Kwun Tong. It seemed that many Kwun Tong young people love to see the changes of the place. They think Kwun Tong could not provide them enough facilities for leisure. However, in our point of view, we would like Kwun Tong to maintain its “tradition”—a strong social tie. Shopping malls are already too much in Hong Kong.

city culture assignment 3

When we did the observation, one of our interviewees had mentioned that he knew APM because of the advertisement outside the West Tunnel.

Indeed, advertisements are located everywhere: body of the buildings, tunnels, televisions, magazines and even the web banners. According to the Advertising Association, one of the definition of advertisements is "Advertisements are messages, paid for those who send them, intended to inform or influence people who see them." In other words, advertisements aim to promote the goods and service by various channels. In fact, media is a powerful tool in advertising since it helps to sustain and concentrate a set of images through constructing and representing the images.

Kilbourne mentioned that some advertisements show the products such as jewelry, fashions etc consist of symbolic meanings. And those products are the means of achieving different lifestyles and the aspiration of certain group. On the other hand, writers believed that advertisers often make us think that consuming the products showing on the advertisements can also gain something that money cannot buy such as youth, beauty and even good relationship with the others etc. (Kilbourne, 2004)

In the case of APM, we can see how media represent and construct the image of it and on the other hand how APM itself constructs the images so as to make consumers think about the images of APM. APM was opened on 17 September, 2005. When we were searching it’s advertisement, we found tat there were numerous APM advertisements showing on different media such as television, magazines and also the Sun Hung Kei club booklet about 3 months before opening and the ads are presented in various way such as special issue in magazines, special series of the TV program, advertisements boards in the MTR, outside the body of their shuttle bus or even outside the buildings.

For the ads in the print media, we found that a fashion, Japanese-style girl smile happily and say “play more, sleep less”. From the advertisement, it shows that the girl dresses fashionably is the main feature of the board and the font color is sharp and cute. These can attract youngsters to read because fashion and trendy are youngsters usually pursue. Besides, those ads were mainly posted on the trendy, youth magazines such as Monday, Milk etc. In fact, the concepts of the above magazines have the similar ideas with APM’s vision. Most youngsters would like to consumer the above magazines as they mainly report in-fashion stuff such as clothes, accessories and places that youngsters would like to go. On the other hand, in APM official website, it mentions APM targets young people as their main consumers. It provides a place for youngsters as it doesn’t have time restriction to the shops’ opening hours and the allocation of the shops which is similar as omni lifestyle magazines.

When we did observation in APM, we went to reception counter and took their APM leaflet. We found that APM holds different events with various companies, such as exhibitions, mini concert, film promotion etc. It holds the events once a week. When we went there, we saw a fashion show which was held by Joyce and Peace Company, exhibiting their spring collection. On the one hand, those events can help company promote their products, on the other hand, it can attract customer to go APM. In fact, APM not only a place to consume, but also become a place to receive information and see exhibitions.

From the above analysis, it shows that how media and APM construct the image. When people saw these images, it can let people think about the images of APM and its uses. In the following, it will show the interviews of the youngsters asking about their feeling about APM.

Interview one

A girl who live in Kwai Chung, she told me her impression of Kwun Tong was: “except APM, other parts of Kwun Tong are factories! Isn’t it?” She used to go shopping in Kwai Fong, she saw the APM billboard there.

She was reminded by the billboard that, there was a new shopping mall established in Kwun Tong. That was why she went there, a place which she though only factories would locate. APM seems help to break the stereotype of Kwun Tong.Rethinking her first time to APM, she said she just want to have a look at the new shopping mall. However, the first impression of APM was not so good for her. She thought the mall was not convenience to walk. The shops were messy as different kinds of shops would open on the same floor. (this actually was the special ideas that APM wanted to bring, it wanted to destruct the theme of the floors) She also did not like the design of the escalators. She said: “the distant between escalators are just so far, it takes a “long” time to walk form one to another one.” Besides of the design of APM, she also thought the shops there only sells expensive products which are not so suitable for her, so she would not go there unless necessary.

Interview Two

A girl who like APM quite much. She has been to there for few times already. She thought the mall is quite specious, that would not be too crowed. She agreed that the mall target youths as its customers just because the shops like Muji, b+ab etc were her favorite. Remembering the last time she went to APM, there was a small book exhibition; she thought that was one of the methods that the mall used to promote. When asking which decks she loves the most, she said that was the basement floor which means JUSCO. She added the supermarket sold special snacks which other JUSCO did not sell, but most of the shops in APM were chain store, she could just go to TST to buy these things, it even closer than Kwun Tong for her.

Interview Three

A boy that went to APM very often. He thought APM was not bad, at least that was better than Lagham Plaza. He said these two newly established shopping malls were quite different form the others malls in Hong Kong, they seemed have a verticle development while others would have a horizontal one.

I asked him if he knew the mall would open until very late. His response was yes. He told me last time when he was asked to go out with a friend, that was already 10 or 11 o’clock at night. They needed to buy a gift at that time. So they planned to go to APM as he was reminded by an advertisement that APM is the only shopping mall which open until late in the mid-night. (even that was what the mall claimed, but actually many people’s experience shown that was not true.)

The above three interviewees are not living in Kwun Tong, but all of them knew the establishment of APM by seeing its advertisements or by reading news. Youngsters is the group that have higher mobility as they have more time for leisure, they can go to different places freely in Hong Kong. Even APM is not locating in the location which youngsters usually visit, (like Mongkok, Causeway Bay) it can still attract people to go there. As a result, APM publish its advertisement in many youth magazines, and its advertisement boards appeared in places which youngsters gathered like Causeway Bay, Kwai Fong, etc.

Interview Four

Joe, a girl who lives in Kwun Tong but studies in Mongkok. We saw them her in the t:>> park with a friend. They were studying there. She goes to APM about once every two weeks, that we the first time that she study in the t:>> park. She told us that she used go to shopping or hanging in Mongkok, one reason was because she is studying in Mongkok, another main reason is because Kwun Tong has no place for them to spend time!

After the establishment of APM, they have a new place to gather, they may not go shopping there, but they can go window shopping or just hang around. This time, they found out t:>> park was a good place to study. When the study room was so full, APM provided them a space for both leisure and study!Joe also saw the advertisement on the bus. She said the advertisement did not affect her so much. She went to APM for the first time was not because she saw the advertisements; she just wanted to see the new shopping mall in her district. She even didn’t notice what was APM’s slogan.

Interview Five

Four secondary school students who all live and study in Kwun Tong. We saw them queuing in line to wait for a seat in a restaurant. They used to visit Telford Plaza or even went to Mongkok before APM’s establishment. After it opened, they went to APM very often, like after school, weekends. That day, they went there to have afternoon tea. One of the boy told us that they know form advertisements that the mall would close later than other shopping mall. However, they had been to APM at about mid-night once, although the mall was still open, the shops were mostly closed already. He also told us his friend’s experience. After his friend went to Yum Cha in the morning, he went to APM, again, the mall was opened, but the shops were not open yet. So the boy said the opening hour is actually not as long as the advertisements said.

For those people who live in Kwun Tong or near APM, their visits to APM seemed not affected by the media so much, they just see APM as a new place for them to gather but not really a shopping mall which only for shopping.

Form the above interviews, people’s experience in APM seemed not totally consistence to the media’s presentations. Just take interview one as an example, APM’s advertisement shown that they target youths as their main customers that means young people would enjoy shopping there. However the interviewee’s response was that, she did not like to shop there because the things there are too expensive. APM could just cater young people who have higher purchasing power to shop there. Actually, besides of the shops, the restaurants there are quite expensive too. Just like the food court, people may need to spend more than $30 per meal. The advertisements just show how trendy the mall is but it neglected the purchasing power problem the teenagers.

Besides, the advertisement or the news always emphasize on telling the mall created a new shopping mode which was consumption at night. It mall was originally aim to provide a shopping environment both in AM and AP, which means the whole day. However, many people’s experience was not match with the advertisements. When people went there early in the morning or late at night, the conditions were not like the one that promoted in the ads, the shops were closed. So, the news titled “changing the mode of shopping” or “play more, sleep less” seemed not representing the real suitable.

The development of Sun Hung Kei also release news about APM, saying APM would attract many mainland visitors to go there to shop as they close later than other shopping malls. However, we could not see visitors during the last two visits to APM. In the coming Labor Day which is a long holiday for mainlanders, and we can see in the future if APM really attracts people to go shopping in their tight schedule.

TV and LCD 

waiting area 

Xsite 

The main entrance 2 

The main entrance 

outside APM 

city culture assignment 2

With the development of APM, the land use and the mode of consumption of Kwun Tong has been changed. When we walk along APM, we found that APM is prominent and seems not “match” Kwun Tong because generally speaking, Kwun Tong is an old district and crowd of people: hawkers locate everywhere and elderly like to go to parks and gossip with their friends. Besides, there are many industries locate near Kwun Tong MTR station. Most of them are very old and the painting was peeling off with large area from the walls. When we went to Kwun Tong, there was never a space could keep us for a longer time, we would just went to different small shops on the street, or hang in the flea market-like place to look for those relatively cheaper accessories.


On the other hand, from the APM website, it shows that APM emphasizes itself as the special vision for the future of Hong Kong since APM seems breaking down the traditional mode of shopping mall: the combination of shopping, commercial activities and omni lifestyle. APM wants to give shoppers surprise, entertainment through the design and the activities they hold. In other words, the existence of APM has changed the consumer behavior such as duration of consumption, frequency of consumption through their construction, allocation and the promotion.
Since we find that APM is different from its surrounding, we are going to investigate how APM affects Kwun Tong citizen and its importance. Besides, we will analyze the construction of APM so as to know the changes of consumer culture through their slogan, architecture, facilities and activities they hold. Since we want to know the frequency, duration, routines of the customers using APM through the interview and observation, we have been to APM about 3 times: Feb 15 10:00 am, Feb 25 16:00 pm and Mar 10 21:00 pm. besides, we will find the resources through various ways such as interview people who are working or living in Kwun Tong, searching APM, Hong Kong government website.


I went to APM more than Kung, but we have similar feeling about APM.


Kung hasn’t been to Kwun Tong for more than three years already. In the past, she would hang out with friends to Kwun Tong and look for those cheap and tasty restaurants. Besides, she would like to buy accessories in Kwun Tong because it is cheaper and more choices.


“In recent years, a new shopping mall APM which see ‘play more, sleep less’ as their slogan has been built in Kwun Tong. I heard form people who have been to there say different opinions about APM. Some thought the new shopping mall provided a new place for them to gather while some said the mall was just so similar with other shopping malls in Hong Kong.”


“After I went out of the gate, I had no idea about where I was in. Just till I saw the postal office, I found that was the exit that I used to get off from the MTR. APM confused me; it made Kwun Tong a new image. Around the mall, those low-rise industrial blocks were still there and painting is still peeling off. However, they could not attract my first sign already; I could only see the skyrocket, APM, in my eye sign. I lost my direction in the place that I familiarized with.”
APM is not as big as Festival Walk or Ocean Terminal, but that was already quite spacious. We went to have a look at different floor, and we stop in a book store, start reading books. Compare with the past, there was no place in Kwun Tong could keep me for a longer time. One reason would be, there was just too crowded that people have to move or it would jam the road. The other reason was, the environment of the small shops were not comfortable for me to stay. There was a small book shop selling and lending second-hand books next to the park in a backstreet. The situation was not good as there was a restaurant next to the shop which was so noisy. If that was summer at that time, I don’t think I would stand there to read book without air-conditioning system.”


“Fewer people would like to go shopping in the small shops after APM is opened. Though stuff is cheaper in the small shops, APM has more choice and people can buy what they want easier.” One of the shop owners said.


In the past, Kwun Tong did not have large shopping mall like Festival Walk or New Town Plaza. Those places for shopping were small arcades and mainly rented by restaurants or just occupied by small shops with no branch stores. When people went shopping, they might need to go to many shops to buy all the stuffs. If they wanted to buy brand name products, they even could not find a shop to consume. In this sense, the type of consumption was in a slow flow. People may need to go out from Kwun Tong to Causeway Bay or Mongkok to buy what they need, especially for those brand name products. (Kwun Tong did not have chain stores, for instance, i.t., D-mop, Bauhaus. These were the shops that young people like to visit the most.) On the other hand, consumers could bargain in those small shops in Kwun Tong, it also slowed down the process of consumptions.


When APM opened, it has changed consumers’ buying processes, at the same time, it slowed down the practice of hanging around. Unlike other shopping centers, APM did not divide the shops into different levels. In other words, we can see restaurants, jewelry shops, bakery, and ladies sections in the same level. It seems hybrid, but this is one of the themes in APM which is not restricted by the shop allocation. In addition, APM sells various products, from personal care to electronic, fashion, and so on; it even provides places for entrainments (book stores, cinema, cafes, etc.) Once we walk into the mall, we could stay for a very long time without expose ourselves under the sun or bad climate. People just like us could stay in the book store for an afternoon.


We felt tired after walking about an hour. At first, we wanted to find a restaurant to eat lunch, but suddenly we saw that there are parent room and waiting area which are located in every floor. It is surprising for us because there is a comfortable place for us to take rest. In fact, APM seems change the mode of consumption through spatial setting and the activities they hold. There are numerous of activities hold in every weekend such as music concert, international art journey etc. Besides, there are several facilities which are rarely found in other shopping centers such as online services, TV and LCD monitors which are showing cable TV news so that customers can watch the news everywhere. Besides, there is a T:>> Park outside level 2 and people can take rest there when they feel tired.


On the other hand, there is a Xsite located from 2/F to 6/F. “Xsite means generation X. In other words, it is a place full of excitement for young people. We will even have an open shop front design, so people can see clearly what is going on inside Xsite, even from afar. Special multi-colored replaceable plastic flooring will be used to create fresh looks from time to time. All these will make APM an attractive spot for shoppers.” (APM website, 2005) Xsite is a creative showpiece of contemporary architecture and it complements APM’s unique “Omni-Lifestyle magazine” retail concept. There will also be a gigantic piece of hanging architecture with various light effects on each floor.


“I would like to buy stuff in APM because it is more trendy and suitable to our youngsters. When we are in lunch time, we would go to eat in city super’s food court since the food is more delicious” Sandy said. Sandy is studying in secondary school. we saw her in Starbucks coffee, gossiping with her classmates. She told us that shopping in APM is now becoming her habit and she goes fewer to the nearby shopping mall such as Telford Plaza. “My classmate and I like to go shopping in APM after school. Since we haven’t got enough pocket money, we go for window shopping usually.” APM see youths as target customers through decoration and construction. From the APM slogan “combination of am and pm”, it shows that youngsters as their target.


From the above, it shows that people only go shopping when they want to buy things i the old days. Shopping mall is no longer a place for us to consume goods, but a place for us to appreciate the art work, relaxing and receive information.
With the establishment of APM, it has also changed part of the rhyme of the people in Kwun Tong from consumption perspective. The relaxed environment keep people longer in the mall, thus people could walk slower than shops on the streets. However, the buying process would be much faster while compare with the small shops as there is no relationship between the salespersons and the customers. Once we paid for the product, the connection ended. The salespersons would not expect us to go back again. Conversely, salespersons in small shops would like the customers to consume more times at their shops, so they would chat with the customers and to maintain a good relationship. So the buying process could be very slow.

Kwun Tong Snapshot 4 

Picture of assignment 1

city culture assignment 1

APM: New landmark of Kwun Tong

Kwun Tong, in most people's impression, was an industrial and residential zone. As time passes , this zone is facing the problem of urban decadence, urban renewal project is needed to take place. Also because of the de-industrialization in Hong Kong, land use of Kwan Tong is forced to face changes.

Before 1950, Kwun Tong was still a suburb with very low population density. About four years later, the government had carried out a reclamation project to provide land for industrial use. The history of Kwun Tong’s industrial development started.

As most industries there were labor-intensive, low priced housing was needed for the workers. As a result, the government started to build housing estates there to cater to the needs of workers. Up till now, over 70% of the population in Kwun Tong is living in public housing estates.

Due to the long history of settlement, Kwun Tong is facing the problem of aging population. According to the Population Census 2001, about 10.9% of Hong Kong’s population is living in this district. Form the same source, it shows that, about 24.4% of the low income group are living there which is the highest in HK.

Under the situation of urban decay, aging population and low income problem, it seems not suitable for Kwun Tong to develop as a commercial zone like Causeway Bay or Mongkok. However, the establishment of APM, a shopping mall which target young people, leads the change of land use there.

From APM website, it shows that APM emphasizes itself as the special vision for the future of Hong Kong since APM seems breaking down the traditional mode of shopping mall: the combination of shopping, commercial activities and omni lifestyle APM want to give shoppers surprise, entertainment through the design and the activities they hold.

At the very beginning, we didn’t believe that APM is located at Kwun Tong because our imagination and our past experience told us kwun Tong is an old district with lots of old buildings and small shops. However, we cannot find any similarity in APM building. APM is just so prominent that seems not “matching” with the other buildings. When we sit in the Starbucks in APM and looking outside, the difference between the old buildings and this new shopping mall is just so large.

Therefore, we are interested in finding the difference between APM and the surrounding of Kwun Tong district.

Written by Kung and Grace

Kwun Tong snapshot 3

Kwun Tong snapshot 2

Kwun Tong snapshot 1

Kwun Tong snapshot

Name of group members

Kung Hau Wan (1060655)




Poon Oi Ting (1090430)