global recruitment specialists
Sales & Marketing Market Overview
A year in review…
Throughout 2013 we have seen spending patterns in the FMCG retail industry make a significant shift away from the high-end, luxury goods market towards mid-range, lest costly items. This is partially a consequence of the rise in retail sales in the areas surrounding the Northern New Territories that in itself was a result of the steady rise of China mainland visitors making one day shopping trips to Hong Kong.
Added to this, the shift to digital has also been a key focus over the past year. Some companies have shifted their attention to developing their online marketing capabilities and have hired a greater number of marketing candidates with integrated digital, social media and corporate communications skills. However, salaries are tight so finding quality candidates that are willing to move will remain a challenge. Retailers need to look to other attraction and retentions strategies in order to grow the workforce.
Another result of the continued growth of digital marketing is that areas such as multichannel and CRM continue to grow and thrive, as organisations plan for stronger presence across channels in a constantly changing environment.
The year ahead…
Employers continue to seek professionals with strong written communication skills in both Chinese and English, as many sales and marketing positions are required to drive businesses within China. Specific experience within the Asia marketplace is also highly advantageous due to the Asia Pacific market growing at a faster rate than other more developed regions.
Marketing positions at a senior level are expected to experience a slight decline due to a shift in demand as functions relocate to China. The entrance of new boutique companies into the market has led to greater employer demand for sales and marketing talent with experience working with high profile brands and a demonstrable track record in building businesses and contacts in China. This demand is expected to increase further throughout 2014 and there will continue to be career opportunities available.
Acquiring and retaining top talent throughout 2014 will be a challenge. The need for recruitment will be strong, but the candidate pool will remain hesitant. It is therefore crucial that processes are planned well in advance. Furthermore the use of proactive employer branding campaigns will be even more important to engage passive candidates.