MANILA, Philippines - Robinsons Recreation Corp. president and COO Frederick D. Go has realized beyond a shadow of a doubt that marketing a new product or service is far easier than selling an entire country.
He did so when he labored to convince the Federation of Asia-Pacific Retailers Associations (FAPRA) to allow the Philippines to host the 17th Asia Pacific Retailers Convention and Exhibition (APRCE) slated on Oct. 28 to 30 at the SMX Convention Center, Mall of Asia Complex in Pasay City.
As Philippine Retailers Association (PRA) president, Go then made the pitch to bring APRCE to the Philippines way back when FAPRA launched its search for the event’s host in 2012. The last time the Philippines hosted the biannual gathering was in 1993, when it was still known as the Asian Retailers Convention and Exhibition.
"(PRA) tried to bring APRCE to the Philippines in 2010 but we did not succeed. Before that, we did not make a pitch," he confided.
Two years later, PRA again made a bid to bring APRCE to the Philippines. Making the same pitch were Thailand and Australia — two "superpowers" of the retail sector in Asia-Pacific, with Thailand being considered as a shopping Mecca. The Philippines then was one of Asia's "brightest spots," having posted a gross domestic product (GDP) growth of more than six percent.
Go – overall chair of the 17th APRCE – said the country's economic performance has undoubtedly boosted PRA's bid to have the 17th APRCE staged in Manila.
FAPRA took a close look at the Philippines, he said, then eventually decided that the country was ready to again host the most-awaited event by retailers in the region.
"I think FAPRA was enticed by the possibilities of a country that is now considered an emerging superstar in the region. These are exciting times indeed for the Philippines," he added.
Thousands of visitors, including exhibitors and speakers, will converge in Manila on Oct. 28 to 30 for the 17th APRCE which will provide retailers and aspiring entrepreneurs a venue to network and expand their knowledge.
More importantly, Go said, the biannual event will help promote not just the country's tourist spots but also its potential as an investment haven, since the participants and other visitors will see for themselves the big strides the local retail sector has attained after the Philippines first hosted the APRCE.
"The Philippine retail sector is now very robust and competitive. This may be attributed to our overseas Filipino workers, business process outsourcing industry, low interest rates, and availability of credit. Everybody now wants to go into retail because ours is a consumer-driven economy. The fastest way to capitalize on that opportunity would be retail," Go explained.
He said PRA is actively working with the government to help position the Philippines as a prime destination for "shopping vacation" like Hong Kong. The Department of Tourism and the PRA have organized the "Philippine Shopping Festival 2015" which will run from October 23 until November 8. Major retailers and mall operators have joined forces to promote the Philippines as the new shopping Mecca in the Asia-Pacific.
Apart from the shopping festival, Go hopes APRCE participants and visitors will also visit tourist spots in the country. He said tour packages are available for those who are keen to visit popular Philippine destinations such as Palawan and Boracay.
PRA’s members share Go’s enthusiasm for APRCE 2015 Manila’s success. Knowing him and with much appreciation on his leadership style, they have reasons to do so. A Management Engineering alumnus of Ateneo de Manila University, he is a nephew of business mogul John L. Gokongwei Jr. He was URC director since June 2001 and is currently president and chief operating officer of Robinsons Land Corp. and Robinsons Recreation Corp.
Go assured PRA “is leaving no stone unturned to ensure that our APRCE visitors will see it is really and decidedly more fun in the Philippines."
The 17th APRCE Manila – organized by the Federation of Asia Pacific Retailers Association (FAPRA), the regional organization of 17 recognized national retail associations in Asia Pacific – is co-presented by the Tourism Promotions Board, The SM Store and Wyeth Nutrition. With Bench, Flight 001 and Penshoppe as platinum sponsors; Robinsons Malls and Ayala Malls, PLDT Alpha, Megaworld, Unilab, Mercury Drug as gold sponsors; Duty Free Philippines, HP, Wilcon Depot, Kojie-san, Celine, MET Tathione as silver sponsors; Araneta Center as bronze sponsor.
For inquiries about the forthcoming 17th APRCE Manila 2015, contact the PRA secretariat at (+632) 6874180, 6874181, 6874985, 0999-363-3720 or email: aprce2015@philretailers.com, ebbs@philretailers.com, asecgen@philretailers.com, or visit its website www.2015APRCEMANILA.com.ph and www.philretailers.com.