Citycall represents Suning’s entrance into the international market with their acquisition of the number four 3C retailer in Hong Kong.
 
The density and space limitation that is the reality of Hong Kong retail tenant availability would have proven challenging for Suning had they not launched Suning Elite in 2009 throughout China, their entry into the smaller format segment.  That effort helped prepare Suning for the micro retail market operating realities that define Hong Kong.  
 
With a number 4 market share position, it was suggested by rkd retail/iQ the English language name Citycall had very little brand value with no point to diminish the brand value of Suning by co-branding with the English name City Call.  The final solution was to maintain the Chinese language name as a sub-brand of Suning, which related as system approach to a similar format, Suning Elite.
 
Suning Citycall was modified from the Suning Elite concept, also developed by rkd retail/iQ and refined with higher capacity fixturing.  Selected full renovations and new locations are currently part of the implementation program.
 
rkd retail/iQ was responsible for the strategic brief, all creative expressions: name generation, brand and environmental graphic programs and retail planning + design, construction documentation.  rkd retail/iQ is currently rolling out the program across multiple locations throughout Hong Kong.