Health Over Wealth? AI Four Diagnostics & Experience Reinvention: Navigating the “Northbound” Trend
As global consumers place growing importance on health, recent reports show a clear shift in how younger generations define success - prioritising physical and mental well being over financial wealth.
As Hong Kong’s largest Health & Beauty retailer, Mannings has a clear strategy to capture new opportunities in the fast-growing wellness market. Alex Liu, Managing Director, Mannings Hong Kong, Macau and China of DFI Retail Group said, “We are committed to strengthening Mannings’ position as the Trusted Advisor for Wellness.Our local customers remain our core focus. As we navigate the ‘northbound consumption’ trend and continue to differentiate Mannings from the competition, we cannot rely solely on price competition, but focus on enhancing the customer experience - delivering more professional and personalised recommendations to sharpen our competitiveness and encourage Hong Kong consumers to shop locally.”
With a network of 307 stores and over 3,000 employees in Hong Kong, Mannings endeavours to enhance its customer experience with three strategic pillars - authentic products,unbiased advice, and heartfelt service - to capture the new blue ocean opportunities in the growing wellness market.
Product Experience: From Quantity to Quality
Going beyond essentials, Mannings curates a high-quality, diverse and specialised product range in response to evolving consumer needs. This differentiated approach sets Mannings apart from other competitors in the market, building a trusted, professional assortment spanning functional scalp care, derma skincare, sensitive skincare, health supplements, as well as sleep and lifestyle management, among other things. Anchored on its commitment to “Hong Kong Genuine Products”, the retailer continues to partner with brands to introduce new and exclusive products that appeal to both local consumers and Mainland visitors. In 2025, Mannings recorded 5% year-on-year sales growth across Hong Kong and Macau, driven by the health and wellness segment. To further enhance the customer experience, Mannings goes beyond merchandising and pricing, and curates themed health and wellness campaigns across in store and online. All these initiatives are designed to provide professional advice and strengthen consumer education, further reinforcing Mannings’ position as a Trusted Advisor for Wellness.
By combining “Hong Kong Genuine Products” with professional advice, Mannings meets local consumers’ demand for high quality and trust, while also offering tourists a clear and reliable choice. Alex said: “Authenticity is the top concern of Mainland visitors. We run targeted promotions through social media platforms such as Xiaohongshu and Amap, deploy bilingual staff in high-traffic stores to provide personalised advice, and also set up dedicated ‘Must-Buy in HK’ counters to enhance the shopping experience.”
Mannings has strategically evolved from a physical retail presence in Mainland China to a cross-border e-commerce focus, establishing a closed-loop “Experience in Hong Kong, Repurchase in Mainland” ecosystem.
Technology Experience: AI Four Diagnostics
Mannings provides AI-powered Chinese and western wellness assessments, aiming to support consumers in improving their wellbeing, inside and out. The retailer launched its first Health Pod at its IFC store, offering a complimentary AI assessment covering more than 20 wellness indicators within 5 minutes, including blood oxygen, muscle mass, body fat percentage, etc. Based on the assessment results, combined with insights into the customer’s lifestyle, the Wellness Coach can then provide tailored wellness advice and recommendations.
More recently, the retailer has expanded its AI assessment into Chinese medicine and launched 3 locations under its new “Chinese Wellness Hub” concept, with plans to progressively roll out across 18 districts in Hong Kong.
Alex explained, “Many young people find traditional Chinese medicine abstract and difficult to understand, so they are often hesitant to adopt it. By leveraging the AI technology, we are able to translate the four diagnostics – including facial, tongue, pulse and body constitution analyses – into data-driven insights. These insights, combined with professional consultations with our registered Chinese medicine practitioners, empower customers to better understand their own needs, and enables us to provide tailored solutions to support their wellness goals.”
In addition, Mannings has introduced a patented Korean AI skin analysis technology, which can measure up to 12 skin indicators in just 3 minutes. Each skin assessment is followed by a one-to-one consultation and personalised skincare recommendations by professionally trained Beauty Advisors.
Professional Experience: Building Community Connections
Mannings is committed to serving consumers and the wider community with a “We Stand for Real” spirit. Central to this commitment is its professional services team of over 250 specialists – including registered Pharmacists, registered Dietitians, Beauty Advisors, Health Advisors and Wellness Coaches – all dedicated to delivering professional, reliable and holistic wellness advice.
Recently, Mannings has further strengthened its professional services team with the addition of registered Chinese medicine practitioners. Highlighting the growing potential of the Chinese medicine market, Alex noted, “In recent years, the Government has actively promoted the development of Chinese medicine, strengthening recognition of its value and position in the healthcare ecosystem. We believe the internationalisation of Chinese medicine is a clear trend, with Western societies also beginning to embrace it more progressively. Building on this momentum, we are integrating modern technology, professional consultation, and convenient granules to advance a more modernised Chinese medicine service.”
Mannings also leverages its professional expertise to support the community. The retailer provides the Community Collection Service in collaboration with the Hospital Authority, allowing patients to use the “HA Go” mobile app to arrange the delivery of Hospital Authority-dispensed medicines to more than 60 Mannings pharmacies. Registered pharmacists are on hand to provide guidance on proper medication use, helping to enhance patient convenience while easing pressure on the public healthcare system and strengthening community care. Alex added that Mannings is fully supportive of the Government’s Community Pharmacy Programme, with the aspiration of becoming a “community health partner”.
Moving towards Automation, Personalisation, and Sustainability
Mannings continues to enhance its online shopping experience, including automating delivery operations through AI-driven technologies, and leveraging data analytics to optimise route planning and delivery times. With these, online orders can now be delivered within one to two days, reducing delivery times by up to 50%.
Currently, DFI Retail Group’s yuu Rewards programme serves as Mannings’ primary membership programme. Alex said, “With yuu’s substantial membership base, combined with Mannings mobile app, we are able to gain deeper insights into customers’ needs and purchase behaviors. This allows us to provide more accurate and personalised product recommendations, delivering a truly unique experience for every customer.”
On sustainability, Mannings has launched the “Safe Disposal of Unused Medicines” programme since 2023, allowing the public to return expired or unused medicines for proper and responsible disposal. Through partnerships with non-profit organisations, approximately 15 million expired or leftover pills have been collected and sent to licensed chemical waste collectors for safe disposal. In addition, its Own Brand products and beauty accessories are increasingly using biodegradable materials.
Mannings is also exploring the feasibility of applying 1QR, GS1 HK’s digital product information platform, to its Own Brand products. Amid ongoing market uncertainty, Alex emphasised, “Businesses need to remain firmly consumer-centric, building deeper relationships with consumers, and gaining deeper understanding of their evolving needs. Only then can trust be established, and companies deliver products and solutions that truly meet consumer expectations.”
