Industry Advisory Boards

Efficient Consumer Response Hong Kong (ECR HK)

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Efficient Consumer Response (ECR), a supply chain management (SCM) movement in Fast-moving Consumer Goods (FMCG) industry, was first introduced to Hong Kong by GS1 Hong Kong in 1995. The initiative was started with a series of pilot schemes among a few local leading industry players with the support of government funding. In 1997, a permanent board named Supply Chain Management Advisory Board was set up to provide a direction to local industry players who wish to embrace ECR concept and technologies in their supply chain operations. With the increasing influence of ECR in Asia-Pacific region, more Asian countries are setting up similar boards and the Hong Kong board was later renamed ECR Hong Kong in 2002.

ECR Hong Kong is a member of ECR Asia which is hosted by GS1 Hong Kong. It is a joint industry forum comprising members from local retailers, distributors, traders, manufacturers and supporting organisations aimed at facilitating the development and adoption of global ECR concepts in Hong Kong.

Since establishment, the ECR Hong Kong has been striving to assist the FMCG sector to enhance its competitiveness by removing extraneous cost from the supply chain and increasing responsiveness to fluctuations in consumer demand through ECR techniques. ECR Hong Kong also offers advice to the local business community on efficient trading practices, which are critical for the development of an intra-industry trade infrastructure. In addition, it undertakes concerted efforts at promoting the adoption of supply-chain management (SCM) best practices and technologies and helping enterprises to establish closer connections with SCM and ECR bodies regionally and internationally.

The board of ECR Hong Kong proposed the 4 ‘E’ Strategies – including Efficient Replenishment (ensuring on-shelf availability), Efficient Promotion (engaging digital marketing trends), Efficient Product Introduction (ensuring effective data communications) and Efficient Product Assortment (ensuring category management). A series of initiatives focusing on various areas have been launched, with a joint view to enabling the retail sector gain greater customer satisfaction through close cooperation among retailers, wholesalers, and manufacturers.

 

Initiative

Objective and Achievement

2010

Sharing of Sales and Inventory Data Workgroup

Enhanced visibility over sales and inventory data in order to better plan and react to customers’ expectations. The initiative enabled industry to align on the level of sharing and the contents of sharing.

2011

On-shelf Availability (OSA)  (Part 1)

Improved OSA to prevent lost sales and react to customers’ expectations. The initiative enabled industry to align on the OSA definitions and derive a root cause categorization.

2012

New Product Introduction

A new product introduction process to speed up OSA. Industry conducted pilot schemes to identify best practices on new product introduction with the support of a product registry provided by GS1 Hong Kong.

2013

Category Management

New applications on category management. The initiative enabled industry to exchange industry references and delivered a Category Management best practices guidebook

2014

On-shelf Availability  (Part 2)

New ways to further enhance OSA. Industry conducted pilots to explore news to prevent lost sales with the support of Synchronized Supply Chain Replenishment method introduced by GS1 Hong Kong

2015

Supply Chain Processes Optimization

Addresses and streamlines existing goods receiving processes in order to enhance operational efficiency. The initiative enables industry to align on goods receiving processes and delivers the goods receiving processes reference guide.

 

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The Board, comprising of over 20 members from different business perspectives from the FMCG Industry, holds meetings regularly to share views and latest development in ECR. Under the auspices of the board, standing committees and task forces may be set up to carry out related activities for on-going matters or project basis as necessary.

 

Chairman

Name

 

Company

Mr Neil Waters

 

Swire Coca Cola HK Ltd

 

Members

Name

 

Company

Ms Christina Wong

 

Accenture

Mr Oliver K K Ho

 

Aeon Stores (HK) Co Ltd

Mr Johnny PC Wong

 

Baush & Lomb (HK) 

Mr Rocky Wong

 

CHEP Hong Kong

Mr Alan Law

 

Circle K Convenience Stores (HK) Ltd

Mr KL Chan

 

City Super Ltd

Ms Angel Qi 

 

Colgate - Palmolive Ltd.

Mr Johnson Kwong

 

DCH Logistics

Mr Philip Ho

 

Getz Bros. & Co. (HK)

Ms Anna  Lin

 

GS1 Hong Kong

Mr Benjamin  Lee

 

Hosptial Authority

Mr Eric Chow

 

Lam Soon Hong Kong Group

Mr John Parkes

 

LF Logistics

Ms Kaylee Wong

 

L'OREAL Hong Kong Ltd.

Mr Louis Poon

 

Loscam (HK) Limited

Mr FK Cheng

 

Nestle Hong Kong Limited

Mr Steven Chan

 

Power Hub Limited

Mr Glenn Smith

 

Quasar Asia Ltd.

Ms Betty Leung

 

Sims Trading Co Ltd.

Mr Dallas Choi

 

The Dairy Farm Company Limited

Ms Ellen Chien

 

Unilever HK Limited

Mr Marco Wong

 

Vitasoy International Holdings Ltd

Ms May  Chung

 

Wyeth (Hong Kong) Holding Company Ltd.

 

ECR membership consists of major industry practitioners.  Board membership is generally offered at the board's invitation only. However, if you want to play an active role related to the direction of the board and SCM movement with the captioned interest area, you are most welcome to contact us.

Please contact ecr@gs1hk.org if you are interested in the ECR council activities.

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