CJ MORE, Thailand's largest convenience store operator (1.1M daily customers, ~2,000 stores), is cutting product prices and sacrificing margins to compete for shrinking consumer spending amid weak macroeconomic conditions. CEO Sathien Thammathamma confirmed the company is shifting to volume-focused strategy while maintaining 80-90% member penetration. Plans include 500 new stores this year (5B baht capex), targeting 5,000 outlets by 2027 across all provinces. IPO being actively explored with Hong Kong and Singapore exchanges, expected clarity by 2027 pending profitability and market confidence.