Localized Triumphs Amid Adversity

Jimmy Yeh, founder of SJ Conso Inc., immersed himself in the Philippine FMCG market for seven years with a strong commitment to localization. By avoiding Taiwanese hires, he firmly rooted his presence, weathered the pandemic, and now advances market development in the post-pandemic era.

"I've been fortunate to have a group of trustworthy team members who helped SJ Conso navigate through the pandemic. It's through localized talent that we can truly comprehend the local consumer demands and introduce the most promising brands to the Philippine market." ∼ SJ Conso Inc. co-found/shareholder/GM

The Philippine market has experienced swift economic growth and benefits from a demographic dividend, positioning itself as a promising emerging market in recent years. Jimmy of SJ Conso Inc. has already spent seven years cultivating this market through a localization strategy, introducing international brands. This journey began with Jimmy's pursuit of a challenging career path.

"I've always asked myself, if this moment were halftime in my career, what should I do in the second half, and what should I be doing?" After more than a decade in the FMCG foreign corporate world, Jimmy was diligent and continuously contemplated different career possibilities. His resolute decision to depart from foreign corporations and join Innovate Distribution Inc. to embark on a journey of development in the Philippines was spurred by the global shifts of 2015.

Amidst the impending the Trump era in the United States and China's economic slowdown, many shifted their focus towards Southeast Asia. Due to his job requirements, Jimmy frequently traveled to different countries during that time, offering him a deeper insight into Taiwan's highly developed market. Exploring new career challenges through international expansion became an inevitable choice.

wasn't solely driven by enthusiasm; it was a result of years of professional experience analysis. He employed a strategy based on three key circles: expertise, passion, and uniqueness. "My expertise lies in the FMCG domain, and I enjoy this line of work. That's my uniqueness."

Having studied high school in the Philippines due to his father's work and commencing his professional career at THL. with a pre-existing connection to the THL Group President Terence Chen, Jimmy found that the venture's early days connected him not only with shareholders and investors but also with true business partners. "We often discuss everything, from strategic business development to entrepreneurial challenges."

"We spent an entire year planning in 2015, and by 2016, I had flown directly to Manila." Leaving behind his life in Taiwan, Jimmy arrived in the Philippines to start anew. This transition involved both professional challenges and personal adaptations. His efforts bore fruit, as SJ Conso Inc. secured its first order in 2017 – introducing Lucas' Papaw Ointment, an Australian product, into Watsons. The company, which initially consisted solely of Jimmy, has since grown to a team of 20, representing an expanding range of products and transitioning from physical retail to e-commerce.

"I've been fortunate to have a dedicated team I can trust, which allowed me to work remotely in Taiwan for over a year during the pandemic," Jimmy reflected. Looking back on his years of deep engagement in the Philippines, he remains undeterred by the pandemic's challenges. The role of "people" is a crucial factor, and as we step into the post-pandemic era, it's the time to spread wings and soar high. This summer, Jimmy's wife and two children relocated to the Philippines, uniting the family and showcasing their confidence in the country's development. He firmly believes that true understanding of local consumer needs through localization is the key to introducing the most promising brands to the Philippine market.