Japan Home Centre Rebrands as 'JHC' with Beauty Queen Sales Training
AM730 · 1 SOURCESabout 3 hours ago5 MIN
Summary
Hong Kong household goods retailer Japan Home Centre, now rebranded as 'JHC' (真好城), has invited Miss Hong Kong winner Crystal Fung to serve as a 'one-day store manager' and train staff in 'pageant-level' sales techniques . International Home Retail Group chairwoman Lai Har Ngai explained that beauty pageants and sales both require selling oneself to make a lasting impression . The company aims to complete signage updates for all stores by month-end and transform into a comprehensive lifestyle platform offering home renovation and repair services .
Key Points
- Crystal Fung served as 'one-day store manager' at JHC's Causeway Bay Causeway Road branch to promote 'JHC Quality' products .
- Lai Har Ngai stated pageants and sales both require self-promotion to impress judges and audiences .
- Fung will conduct both in-person and online training sessions for staff including 'JHC Sisters' .
- 80 stores have received new 'JHC' signage, with over 100 remaining to be updated by month-end .
- The group plans to close underperforming stores while seeking new locations including Kai Tak .
- JHC will partner with brands like Kam Kee for fish maw and Saint Honore for mooncakes .
- The lifestyle platform will offer home renovation, repair, and custom furniture services .
- Chairwoman targets eight-figure profits from services, representing approximately 20% of earnings .
Why It Matters
This rebranding signals a major strategic pivot for one of Hong Kong's most recognizable retail chains, moving beyond traditional household goods into comprehensive lifestyle services . The partnership with a celebrity figure and emphasis on service-based revenue reflects broader trends in Hong Kong retail as companies seek new growth avenues amid changing consumer habits and market conditions .
This rebranding signals a major strategic pivot for one of Hong Kong's most recognizable retail chains, moving beyond traditional household goods into comprehensive lifestyle services . The partnership with a celebrity figure and emphasis on service-based revenue reflects broader trends in Hong Kong retail as companies seek new growth avenues amid changing consumer habits and market conditions .