PetroChina Limited Selects CBX Retail Division for New C-Store Prototype and Branding Workadmin
PetroChina, China’s second largest petroleum retailer with more than 18,000 stations across the country, has selected the retail division of New York-based CBX to develop a brand strategy and new prototype for its fuel and convenience store operation.
Banking on CBX’s global expertise in the petroleum and convenience retail sector, PetroChina’s new store prototype will bring together all aspects of the firm’s service offerings, from brand strategy, graphic and retail design, to operations and merchandising consulting. Design support will be provided from CBX headquarters in New York and its offices in Beijing and Shanghai.
In the consulting arena, working in tandem with The Murphy Group LLC, based in Washington, D.C., CBX will provide strategic guidance on network planning and rationalization, global best practice benchmarking, as well as support in such areas as operational procedures, policies and employee training.
“PetroChina’s new store prototype will bring together global best-in-class design and merchandising to the world’s second largest integrated oil and gas company by market capitalization behind Exxon Mobil,” said Joseph Bona, president of CBX’s retail division. “The new retail format is intended to position PetroChina as the premier convenience retailer of choice in the Chinese market by attracting the burgeoning middle class of drivers and customers looking for convenience. As today’s
Chinese consumer is growing used to seeing and shopping the world’s best global brands, retailing expectations have been elevated requiring these new stores to meet the challenge.”
Founded in 1999 and headquartered in Dongcheng, Beijing, People’s Republic of China, PetroChina has annual revenue of more than $90 billion (USD) and is the listed arm of state-owned China National Petroleum Corporation (CNPC). PetroChina Limited is mainland China’s largest producer of oil.
CBX is a fully integrated creative agency specializing in retail design and operations, brand and corporate identity development, packaging, research, and motion branding. The company maintains offices in New York City, Minneapolis, San Francisco, and Shanghai.
About The Murphy Group LLC
The Murphy Group LLC (TMG) is a global business development consultancy focused on the fuels and convenience retailing industry. Its variety of services includes market entry strategies, brand development, training, operational improvement, global best practice benchmarking and strategic planning.