Industry Advisory Boards

Efficient Consumer Response Hong Kong (ECR HK)


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.



Objective and Achievement


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.


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.


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.


Category Management

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


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


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.


Concertina Set

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.






Mr Chi Ho, Matthew Lee

Head of Supply Chain Technology
Group Supply Chain

A. S. Watson Group

Mr Neil Waters

Director & General Manager

Swire Coca-Cola HK Ltd.






Ms Christina Wong

Managing Director - Management Consulting, Greater China

Accenture Company Ltd.

Mr Ben Lee

Manager, Logistics

Aeon Stores (Hong Kong) Co., Ltd.

Mr Johnny Wong

Director, Supply Chain Asia

Bausch & Lomb (HK) Ltd.

Mr Philip Tan

Senior Sales Manager

CHEP Hong Kong

Mr Alan Law

General Manager, Supply Chain Management & Logistics

Circle K Convenience Stores (HK) Ltd

Ms Mona Liu

Senior Head of Supply Chain and Quality Assurance

City Super Ltd

Ms Angel Qi 

General Manager

Colgate - Palmolive (H.K.) Ltd.

Mr Johnson Kwong

Head of Logistics

DCH Logistics Co., Ltd.

Mr Brian Lui

Senior Executive Manager, Center of Excellence, Supply Chain Management

DKSH Hong Kong Ltd.

Mr Philip Ho

Managing Director

Getz Bros. & Co. (Hong Kong) Ltd.

Mr Benjamin Lee

Senior Manager (Support Services Development)

Hosptial Authority

Mr Brian Chan

Information Technology Director

Jebsen Group

Mr Eric Chow

General Manager - Supply Chain

Lam Soon Hong Kong Group

Ms Kaylee Wong

Customer Care & Credit Control Manager

L'ORÉAL Hong Kong Ltd.

Mr Louis Poon

Head of Taiwan, Hong Kong & Macau

Loscam (HK) Limited

Mr Aaron Wong

Director - Supply Chain, HK

Nestlé Hong Kong Ltd.

Mr Jeffrey Chen

President, Greater China Product Supply

Procter & Gamble

Mr Stephen Chan

Managing Director

Power Hub Limited

Mr Laurent Wong

Vice President - Logistics

Sa Sa International Holidings Ltd.

Ms Betty Leung

Chief Executive 

Sims Trading Co Ltd.

Mr Dallas Choi

Supply Chain Director, Wellcome & 7-Eleven, HK & Macau

The Dairy Farm Company Limited

Ms Ellen Chien

GTM Supply Chain Director, Taiwan & HK

Unilever HK Limited

Mr Marco Wong

Senior Manager, Project Management

Vitasoy International Holdings Ltd

Ms Traci Chow

Business Executive Officer

Wyeth Nutrition Hong Kong


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 if you are interested in the ECR council activities.

Concertina Set

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