Alice Liu, president of the Philippine Retailers Association (PRA), has called for more nationally recognized retail brands to emerge from regions outside Metro Manila as the industry pursues inclusive growth. She made the statement during the induction of new officers and board members of the PRA Cebu Chapter, where Jay Fernandez, owner and CEO of Twin-Bee Print Ads Corp., assumed the presidency, succeeding Christian Paroan.
Cebu's Retail Legacy
Liu noted that several leading retail businesses originated in Cebu, demonstrating the region's potential to produce brands that can compete nationwide. She cited Golden ABC chairman Bernie Liu as an example of a Cebu-based entrepreneur who built a nationally recognized company. She also pointed to business leaders and families such as the Gaisanos, Lhuilliers, and Gokongweis, whose enterprises have become major players in the Philippine business landscape. "Many national retail giants have their humble origins in Cebu as well," Liu said.
Industry Transformation
The retail industry is undergoing rapid transformation driven by changing consumer behavior, technology, and evolving market conditions, making it critical for retailers to continuously upgrade their capabilities. Fernandez echoed the need for innovation, stating that today's consumers are more connected, informed, and experience-driven than ever before. "Consumer behavior is constantly and rapidly changing," he said. "This means retailers must continuously innovate, adapt, and connect more meaningfully with their customers and communities." He emphasized that retail has evolved beyond traditional buying and selling into a broader ecosystem linking businesses, service providers, technology, finance, and consumers.
Digital Transformation Efforts
As part of its digital transformation, PRA Cebu launched the PRA Cebu Retailers Connect App. According to Fernandez, the platform will help promote member establishments, improve online visibility, encourage customer engagement, and facilitate easier connections among retailers, suppliers, and consumers. "More importantly, it symbolizes our commitment to embrace digital transformation and remain relevant in today's evolving retail and retail service landscape," he said.
Strengthening Collaboration
Fernandez also called for stronger collaboration among retailers, service providers, government agencies, and business organizations to address industry challenges and support the continued growth of Cebu's retail sector. Liu emphasized that Cebu remains a key contributor to retail growth in the Visayas, citing the passion, resilience, and innovation of Cebuano retailers. She encouraged members to participate in industry events to strengthen networks and exchange ideas with peers. "Strong organizations are built by leaders and members who are willing to serve, work, and move forward together," Liu said.
