Convenience Retail Asia Limited
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Our Business

Circle K
www.circlek.hk






About Circle K

Circle K Hong Kong
Circle K is an international brand for a 24-hour service convenience store chain.

The first Circle K Convenience Store in Hong Kong was established by Fung Retailing (formerly Li & Fung Retailing) in 1985. All the Circle K stores in Hong Kong are company-owned-and-managed to facilitate a total alignment in the execution of business strategies and marketing programs, resulting in maximum responsiveness, efficiency and consistency.

Customer service excellence defined as "Speed", "Tidiness" and "Friendliness" is the company credo. Circle K Hong Kong is a six-time winner of the Hong Kong Retail Management Association's Service and Courtesy Award for 2000, 2002, 2009, 2010, 2011 and 2012 respectively.

The Circle K business was successfully listed on the GEM Board of the Stock Exchange of Hong Kong in January 2001 under the listing vehicle of CRA. Initial public offering was 14 times oversubscribed. In June 2011, CRA was transferred to the Main Board of the Stock Exchange of Hong Kong.

Circle K Convenience Stores (HK) Limited, a subsidiary of CRA, is the licensee of the Circle K brand for exclusive use in Hong Kong, Macau and most of the Chinese Mainland.

Circle K Guangzhou
The first Circle K store in Guangzhou was opened in November 2002 as a joint venture under the entity of Convenience Retail Southern China Limited. Official entry of the Circle K Convenience Store in the Guangzhou market was nominated by the Guangzhou government as one of the twelve project highlights of the year.

While adapting the proven store model from Hong Kong and most of the existing standard operating procedures, Circle K Guangzhou is also highly customized to meet local customer demands and to cater for the unique market environment. Since its inception, it has achieved a market positioning which sets it apart from the other convenience store brands in the market.

An innovative feature of the Circle K convenience store model in Guangzhou is the comprehensive food service offerings under the house brand "Hot & In". This includes in-store baked bread and freshly ground soya milk which have since become Circle K's signature products and popular breakfast items for the Guangzhou citizens.

Following the best practice of Circle K Hong Kong, Circle K Guangzhou has also set high standards of quality customer service as one of the key operation initiatives with focus on "Speed, Tidiness and Friendliness".

As part of the store network expansion, Circle K stores are also opened in Macau and Zhuhai under sub-franchaised agreements in order to bring quality convenient services to more customers in the Pearl River Delta.


Operation Highlights
  • Circle K stores are generally opened in prime locations of residential and commercial areas with high pedestrians traffic flow.
  • About 450 Circle K stores in Hong Kong, Macau, Guangzhou and Zhuhai.
  • Average daily customer transaction count of over 530,000 across the markets.
  • 4,100 committed employees in the Circle K operations in Hong Kong and Guangzhou.
  • Annual sales turnover of HK$3.5 billion for 2013.

Product Range
Circle K stores offer a selective range of daily consumables including packaged drinks, newspapers and magazines, cigarettes, ice-creams, dairy products, phone cards, online game cards, chilled food, candies and snacks, household grocery items and a range of convenience services including monthly utility bill payment, Octopus card reloading, tickets to the Hong Kong Disneyland and EPS cash withdrawal.

In order to further enhance the range of convenience services, Circle K Hong Kong launched e-fulfillment services for leading e-commerce websites including Dimbuy, one of the leading online shopping platforms in Hong Kong and Kingstone, Taiwan's online bookstore. Together with the Ta-Q-Bin express courier services and partnered with AEON to launch the first Visa payWave-enabled co-brand card for convenience stores.

Selective Circle K stores also offer a range of food services under the private label of Hot & In including on-site baked bread, hot and cold cup drinks i.e. freshly ground soya milk, tea with milk, coffee; hot snacks from the steam station and a range of bottled fresh fruit juice and pre-packed hot-served pizza, lunch boxes and pre-packed deli sandwiches, etc.

For more information on the range of products and services offered by Circle K Hong Kong, please visit www.circlek.hk.

Target Customers
Primary target customers are office workers, blue-collar workers and students. Our core customer groups use convenience store service at a high average frequency of more than three times a week.

Seven Core Competencies to Build Circle K Brand Preference
  • Quality Customer Service
    Providing customers with quick checkout, tidy, clean store environment and friendly service.
  • Strategy Driven Marketing
    Adding value, fun and uniqueness to the Circle K shopping experience, while creating a contemporary and vibrant brand image.
  • Category Management Excellence
    Making sure the right products are available to customers at the right prices for instant gratification.
  • Synchronized Supply Chain Management and Logistics Processes
    Optimizing speed and efficiency at every level, thus ensuring smooth product flow, consistent availability of products and best prices for customers.
  • Integrated Information System
    Ensuring effective flow of information throughout the supply chain.
  • New Store Development Model
    Establishing new stores in convenient locations with optimum pedestrian traffic.
  • "Always Something New" Innovation
    Dedicating continuous efforts to innovative marketing and promotional activities, new product development and service innovation, building on the "Always Something New" brand positioning platform.

Circle K Store Location