<p>最新的月度零售销售数据显示，与去年相比增长了 6.9%，但对商业和服务提供商传递了混合信号。10 月份销售额的初步数据受到八天秋季假期期间，140 万名大陆游客前往该市的推动，这与 “黄金周” 假期重合。与去年七天假期的游客数量相比，增长了 15%。但零售支出的价值并未同步增长，显然反映了购物习惯的变化。\n 其他数据显示，修正后的九月份估计显示，零售销售同比增长了 6%。在 2025 年前十个月，零售总销售额的价值与去年相当。\n 一位政府发言人表示，零售复苏在十月份增强，大多数广泛零售渠道的销售持续增长。改善的本地消费者信心和持续增长的游客到达人数应继续支持零售业务的增长。\n 在剔除价格变化的影响后，十月份总零售销售量的初步估计同比增长了 5.3%。\n 在十月份的总零售销售额中，在线交易占 14.6%。该月的在线零售销售额约为 52 亿港元，同比增长了 27.2%。\n 零售商应注意到，十月份支出未能跟上游客数量增加的隐含信息，这意味着人均消费下降。这突显了大陆游客消费行为的变化。曾经熟悉的奢侈品店购物袋中的大额消费者的身影，已被预算较小的新一代游客所取代，他们似乎更关注 Instagram 上可分享的瞬间和体验，乐于在大排档用餐，并像香港居民一样在本地商店购物。\n 这给零售商和服务提供商带来了压力，要求他们适应新一代游客及其消费习惯。旅行和消费行为的变化使得适应和创新成为必需，而非选择。\n</p>

<p>香港十月份的零售销售同比增长 6.9%，主要受到秋季假期期间来自中国大陆游客增加的推动。然而，人均消费下降，显示出购物习惯的变化。在线销售增长 27.2%，占总销售的 14.6%。零售商必须适应新的游客偏好，关注体验而非奢侈购物。政府指出，消费者信心改善和游客增长支持了零售的复苏</p>

<p>The latest monthly retail sales figures were up 6.9 per cent on a year ago but sent mixed messages to business and service providers. Provisional figures for the value of October’s sales were boosted by the 1.4 million mainland Chinese passenger trips to the city during the eight-day autumn break, coinciding with the “golden week” holiday. This was a 15 per cent increase on the number of visitors during the seven-day break a year earlier. But the value of retail spending did not keep pace, apparently reflecting changed shopping habits.\nIn other figures, the revised estimate for September showed retail sales rose by 6 per cent year on year. For the first 10 months of 2025, the value of total retail sales was comparable with a year earlier.\nA government spokesperson said the retail recovery gathered strength in October, with sales of most broad retail outlet types continuing to grow. Improved local consumer sentiment and sustained growth in visitor arrivals should continue to support growth in retail businesses.\nAfter netting out the effect of price changes, the provisional estimate of the volume of total retail sales in October increased by 5.3 per cent compared with a year earlier.\nOf the total retail sales value in October, online transactions accounted for 14.6 per cent. The value of online retail sales in that month, about HK$5.2 billion, increased by 27.2 per cent year on year.\nRetailers should heed the message implicit in the failure of increased spending in October to keep pace with the higher number of visitors, which implies that per-head spending fell. This underscores the change in spending behaviour among mainland visitors. The once familiar sight of big spenders with shopping bags from luxury stores has given way to a newer generation of tourists, on smaller budgets, who seem more interested in Instagrammable moments and experiences, and are happy eating in a dai pai dong and shopping in local stores like Hong Kong residents.\nThat puts pressure on retailers and service providers to adjust to the new generation of visitors and their spending habits. Changing travel and consumption behaviour makes adaptation and innovation a must rather than an option.\n</p>
<div class="lb-trans"><p>最新的月度零售销售数据显示，与去年相比增长了 6.9%，但对商业和服务提供商传递了混合信号。10 月份销售额的初步数据受到八天秋季假期期间，140 万名大陆游客前往该市的推动，这与 “黄金周” 假期重合。与去年七天假期的游客数量相比，增长了 15%。但零售支出的价值并未同步增长，显然反映了购物习惯的变化。\n 其他数据显示，修正后的九月份估计显示，零售销售同比增长了 6%。在 2025 年前十个月，零售总销售额的价值与去年相当。\n 一位政府发言人表示，零售复苏在十月份增强，大多数广泛零售渠道的销售持续增长。改善的本地消费者信心和持续增长的游客到达人数应继续支持零售业务的增长。\n 在剔除价格变化的影响后，十月份总零售销售量的初步估计同比增长了 5.3%。\n 在十月份的总零售销售额中，在线交易占 14.6%。该月的在线零售销售额约为 52 亿港元，同比增长了 27.2%。\n 零售商应注意到，十月份支出未能跟上游客数量增加的隐含信息，这意味着人均消费下降。这突显了大陆游客消费行为的变化。曾经熟悉的奢侈品店购物袋中的大额消费者的身影，已被预算较小的新一代游客所取代，他们似乎更关注 Instagram 上可分享的瞬间和体验，乐于在大排档用餐，并像香港居民一样在本地商店购物。\n 这给零售商和服务提供商带来了压力，要求他们适应新一代游客及其消费习惯。旅行和消费行为的变化使得适应和创新成为必需，而非选择。\n</p>
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Hong Kong’s October retail sales figures underline need for change

- 10 月零售销售额同比增长 6.9%，但消费习惯变化影响支出。  
- 访客增加未能推动消费，显示人均支出下降。  
- 零售商需适应新一代游客的消费行为。  

香港 10 月的零售销售数据突显出变革的必要性