Jojo Concepcion: Carrying on the family legacy

MANILA, Philippines -  Raul Joseph Concepcion or Jojo as he is more commonly known knew at the early age of seven that life was not all fun and play.

 “At age seven, I was brought to the factory to learn about the family business,” Concepcion tells The Star in a recent interview.

At that young age, his father, the well-known industrialist Raul Concepcion already exposed him to the family business, Concepcion Industries Inc. (CII) has partnered with global firm Carrier Corp. to form Concepcion Carrier Air Conditioning (CCAC).

Now, he is leading the business, which has a heritage of 50 years in the Philippines.

“We are looking back to 50 years of history. We control a large share of the market,” Concepcion says.

One of the secrets of being successful in the business is early exposure to the tricks of the trade and for this, he thanks his father.

In a pleasant way, he says in jest that being the son of an industrialist means having no choice but to serve in the family business.

Rising to the occasion, Jojo is now successfully carrying the torch and leading the business, which has been in the Philippines since 1962.

He now heads CCAC, the age-old partnership brings together two huge players in the air conditioning industry: Carrier, a world air conditioning, heating and refrigeration company and the Filipino-owned CII.

Concepcion said that while Carrier air-conditioners are the most expensive in the market, they offer value for money.

“We’re the most expensive in terms of price but in terms of value, we offer the best. Airconditioning is treated as an investment so it is important for clients to get a product that is durable and reliable. People look for value so that’s the reason why we’re here,” he says.

The family business

CII was founded by Jose Concepcion Sr. in 1962 and came to be known as manufacturer of high quality electrical appliances.

The CII enterprise is built upon the core values of passion, excellence and innovation.

Attention to detail, personal and business integrity, entrepreneurial skills, and consistent maintenance of a good credit standing are also among the company’s core values.

As a family business, succeeding generations of the Concepcion family have taken the reins of CII. The second generation leadership put the company to the top 100 corporations in the country while the third generation pushed for expansion and global competitiveness in the 21st century.

According to data from the company, Concepcion Industries Inc.’s total sales are estimated at P7 billion.

Since its formation in 1998, CCAC expanded from manufacturing window room air conditioners to become a major player in ventilation, air conditioning and refrigeration.

Jojo Concepcion has been chief executive officer of CCAC since 2008.

He is a self-confessed hands-on CEO who believes that a good leader should be familiar with whatever problem arises from his company, be it in the assembly lines or in the closed-door meetings inside the boardroom.

Thus, he is as comfortable rolling up his sleeves and making the rounds inside the factory, as he would be in drawing up the best business strategies in the boardroom.

From the time he joined Concepcion Industries Inc. in 1987, to the time he became CEO of CCAC, the younger Concepcion approached his work always with the values and vision of his father and his grandfather before him.

As a third generation Concepcion in the air conditioning business, Jojo Concepcion carried his family’s heritage.

CCAC is now the trusted provider of innovative cooling solutions with a vision to branch out in taking the company to be one of the Philippines’ globally competitive companies in the appliance and consumer durables industry.

Apart from being the CEO of Carrier-Concepcion, Jojo also served as president of the Philippine Appliance Industry Association (PAIA) for four years, and is currently the organization’s Chairman Emeritus. He holds a degree in Business Administration from Simon Fraser University in Vancouver, BC, Canada.

Celebrating 50 years

 As the man at the helm of CCAC, Jojo is steering the company on its 50th year.

As key milestones in the business, the company is highlighting its 45 percent market share dominance.

He concedes that it’s difficult to lead a successful business.

 “The challenge we have is how to improve on the successes of my father in the current environment which is different,” he says.

At the same time, he says that his father has prepared him well through early exposure in the business.

He says because of early exposure in the business, he has accumulated an intimate knowledge of the business. This means he knows all aspects of operations from inventory, accounting to marketing.

Today, Concepcion said that Carrier continues to be top of mind among Filipinos, having consistently been named as the most trusted aircon brand for the past 11 years by global research group GfK and Reader’s Digest.

Through the years, the company has developed energy-efficient and environment-friendly cooling solutions.

In a separate statement, the company said that innovations such as the Carrier Designer series, Carrier Evergreen Chillers and Carrier XPower have allowed households and businesses to cut down energy costs without compromising performance and sustainability.

“Concepcion-Carrier is about more than just air conditioning. Our business is about helping Filipinos live healthier, more comfortably and productively with consumer-sensitive products,” Concepcion says.

As testament to its commitment to the environment, Carrier is a founding member of the Green Building Councils of US, Argentina, China, India, Singapore and France.

The practice is prevalent in the Philippines, too.

Concepcion-Carrier in the Philippines has been pioneering green building solutions, being the only cooling solutions provider to be a member of the Philippine Green Building Council (PhilGBC).

In the Philippines, many premier establishments and prominent clients have sought Carrier cooling solutions to deliver cool comfort to its customers.

For instance, Resorts World cemented its reputation as a posh destination for locals and foreigners alike with its installation of Carrier’s 19XR Evergreen chillers.

The popular shopping hub owned by the Ayala Group, Market! Market! also sought Carrier’s chlorine-free, Evergreen chillers and custom air handling units to keep its customers cool while they shop and dine.

Broadcasting firm GMA Network also tapped Carrier for its broadcasting facilities with its eco-friendly, energy-efficient and quiet air conditioning units.

Other clients are Robinsons Abreeza, Promenade Greenhills, Bonifacio Ridge and Manansala Tower.

Around the globe, Carrier’s cooling solutions is trusted by a number of landmarks and prominent buildings including The White House in the United States and the The Sistine Chapel in Italy.

The Water Cube and the Beijing National Museum, both in Beijing, also use Carrier cooling solutions.