CP All Laos is rapidly expanding its footprint across the Lao People’s Democratic Republic, moving beyond a retail presence to establish itself as a pillar of community support, education, and economic development. Since opening its first branch on 7 September 2023, the company has grown to 33 branches across the country, with plans to continue this trajectory by targeting 20 new branches this year.
Strategic Model for Sustainable Growth
The operation in Laos follows a specific management structure consisting of Training Stores and Partner Stores (Store Business Partner). Training stores serve as prototypes that provide support and education to the “Partner” branches (referred to as franchisees in other regions). Notably, the company’s license now covers all provinces in Laos, a significant expansion from its initial permit for only six provinces. What makes 7-Eleven in Laos standout is its ready-to-eat products that top all competitors in the market.
Key locations now include:
- Vientiane: The flagship Souphanouvong branch and the Dongdok Market branch near the university.
- Provincial Hubs: Branches in Pakse (Champasak), Savannakhet (near the Thai-Lao Friendship Bridge), and Thakhek (Khammouane).
- Tourism & Infrastructure: Stores are strategically placed in tourist landmarks like Vang Vieng and the UNESCO World Heritage site of Luang Prabang, as well as within the Lao-China Railway stations in both Luang Prabang and Vientiane.
Empowering the Lao Workforce and Economy
CP All Laos operates under the “3 Benefits” policy of CP Group: prioritizing the interests of the country, the people, and the organization. This is evidenced by their commitment to a 100% Lao workforce in all stores and the head office. Thai staff remain only as consultants to provide guidance, with plans to withdraw once Lao management is fully self-sufficient.
Legal and transparency are also keys to business operations in Laos. This includes ensuring all products are imported through official channels and that the company pays its full share of taxes on all revenue. The Lao government has specifically recognized the company as one of the first businesses in the nation to operate with complete legal integrity from its very inception.
The management noted that a handful of Thai or Chinese products in 7-Eleven are imported by local logistic companies, reiterating the commitment of using Lao workforce in its value chain.
Beyond employment, the company has established educational partnerships with four leading institutions, including the Technical College (Saba), Rattana College, Lao-Top College, and the Luang Prabang Vocational Technical College. These collaborations focus on dual vocational training, allowing students to gain hands-on business experience within 7-Eleven stores.
‘DNA of Good Deeds’ and Community Service
A core philosophy brought from Thailand is the “DNA of Goodness 24 Hours,” which encourages employees to serve their communities. This has resulted in numerous recorded acts of service, including:
- Emergency Response: Staff from the Souphanouvong branch successfully assisted in extinguishing a fire at a neighbouring building.
- Integrity: Employees frequently return lost valuables to customers, including cameras, phones, and even passports with travel tickets.
Challenges and Local Integration
While the brand is popular, CP All Laos faces unique hurdles, especially in staff turnover, reflecting the challenges of training a young workforce in multi-tasking retail environments. Additionally, seeking partners is also a challenge due to high investment costs as all equipment is currently imported from Thailand. Currently, the company is actively working to increase local Lao products.
A major barrier for local SMEs is the “Red Stamp” (tax invoice) requirement; CP All operates with 100% legal transparency and cannot purchase from vendors who do not provide proper tax documentation. To bridge this gap, the company’s Quality Assurance (QA) team provides free training to local entrepreneurs twice a year to help them meet quality and administrative standards.
As CP All Laos continues its expansion, it remains focused on digital engagement, noting that Facebook is their most effective communication tool for reaching the Lao public. With a blend of Thai retail expertise and a deep commitment to Lao talent, the company is positioning itself as more than just a convenience store, but a partner in the nation’s development.
