Go beyond region: Cebu retailers told as consumer behavior shifts

CEBU, Philippines — Cebuano retailers must expand beyond regional markets and build nationally recognized brands to remain competitive amid changing consumer behavior and rapid technological disruption, according to Philippine Retailers Association (PRA) President Alice Liu.

Speaking during the induction of the new officers of the PRA-Cebu Chapter, the Golden ABC president, Liu said retailers need to continuously invest in knowledge, innovation and collaboration as the industry adapts to evolving customer expectations and a shifting economic landscape.

The Cebu-grown Golden ABC, Inc., is the parent company behind fashion brands like Penshoppe, OXGN, Regatta, ForMe, MEMO, and BOCU.

“The retail environment is changing constantly,” Liu said. “Retailers must continue expanding their toolboxes, deepening their knowledge and staying informed about new trends, technologies and consumer expectations.”

Liu cited Cebu’s longstanding contribution to the country’s retail sector, noting that several prominent Philippine brands trace their roots to the province before expanding nationwide.

Among the companies she highlighted were the businesses founded by entrepreneurs such as John Gokongwei Jr., along with retail brands that started in Cebu and later established a national presence.

Despite these successes, Liu said more regional retailers should pursue growth beyond their home markets and develop brands that can compete across the country.

“One challenge is the need for more nationally recognized retail brands to emerge from regions outside Metro Manila,” she said.

The call comes as Philippine retailers face a more complex operating environment marked by shifting consumer spending patterns, digital transformation and heightened competition from both local and international players.

Liu also encouraged Cebu-based retailers to strengthen ties with industry peers through national platforms, saying collaboration and knowledge-sharing will be critical to sustaining growth.

She urged members to participate in the National Retail Conference and Expo in August, where industry leaders are expected to discuss emerging retail trends, technology adoption and business strategies.

The PRA-Cebu Chapter inducted a new set of officers led by incoming President Jay Fernandez, succeeding immediate past president Christian Paro-an.

Liu said Cebu remains one of the country’s most dynamic retail markets and continues to play a significant role in shaping industry growth in the Visayas.

“The passion, resilience and innovation of Cebuano retailers continue to inspire the organization,” she said.

The Philippine retail sector remains one of the country’s largest employers and a key driver of domestic consumption, which accounts for over 70 percent of the Gross Domestic Product (GDP). — (FREEMAN)