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EDGEDAVAO
BIGGER PICTURE
VOL. 6 ISSUE 186 • SUNDAY-MONDAY, DECEMBER 1-2, 2013
Homegrown NCCC turns 35 By NEILWIN JOSEPH L. BRAVO njb@edgedavao.net
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S a commercial icon of Davao City, NCCC’s history has interestingly varying versions and as enchanting as a folklore. NCCC Davao president Javelin Lim could not even remember if Davao’s home-grown mall started as a sari-sari store in Cotabato. All he can recall is back in 1978 in Uyanguren Street (now Ramon Magsaysay), New City Commercial Center opened as a wholesale-retail store with 10 counters. Uyanguren used to be Davao’s central business district where most commercial establishments owned by Filipino-Chinese traders are located. It still is now although it has been far outgrown out outmoded by the emerging giant malls that mushroomed in both ends of the city as commercial zones spread out through the years just as what used to be the commercial stretch of Uyanguren, Claveria (now CM Recto) and San Pedro streets became less viable for expansion. Back in the 80s, NCCC’s growth was phenomenal prompting Javelin’s father Henry Lim, who founded the establishment, to expand to Puerto Princesa. Then it got hit by three fires. “Definitely, that’s one of the low points of our store,” said the younger Lim who has taken over the corporate reins. Other than some varying historical account, Dabawenyos remember NCCC’s mythical “lucky snake.” Rumors had it that NCCC has a giant snake which brought luck to the owners. As it is, the myth remained just that. Soon the story died down and NCCC further experienced growth not within anyone’s definition of luck but sheer hardwork, determination and sound business decisions. If you are looking at a highlight reel, it would look like this: Expansion in 1991 in Puerto Princesa City, Palawan; Expansion to NCCC Tagum and later to NCCC Mall Tagum; launching of its first express oulet, the
NEW LOOK. NCCC president Javey Lim checks the finishing touches of the mall's newly-refurbished supermarket. Lean Daval Jr. NCX in 2002; and to cap it all thus far, opening its biggest store in December 2003—the NCCC Mall Davao--at the corner of MacArthur Highway and Ma-a Road. Through the years, NCCC has provided its customers with the best priced quality products and services. It has also developed its own brands and outlets. Breadfactory for breads and pastries, HB1 for health and pharmaceutical products, Hardwaremaxx for hardware and do-it-yourself home fixtures, Kodakan for perfect film and digital pictures, B3 for its onestop bowling, pool, KTV spot and restobar, and NCCC Cinemas for quality movie releases in a lively acoustic theater set-up. Three years after opening NCCC Mall Davao, the company opened inroads to further expansions--a wholesale outlet at the Puerto Princesa Integrated Bus Terminal in Palawan; an NCCC Express at Lachmi Mall in Bolton; and NCCC Centerpoint at Matina Crossing. Today, NCCC has over 4,000 workforce and 30 HB1 outlets with two more opening before the year ends), and count-
ing. As NCCC turns 35 years old today (Dec. 1), the NCCC Mall unveils its new look and feel in a new package they call “Project Horizon.” Used to be an internal word for its operations, Project Horizon has evolved into an external pitch. Tjader Regis, assistant vice president for marketing, said Project Horizon will bring in significant change in the mall. “We will unveil a new face. The look and feel is going to be different, the space will be used efficiently, the counters and the shelves are retooled and the stocks increased and diversified in assortment,” Regis said. He assured NCCC shoppers that their new system will get rid of “runouts.” “Stocks will be readily available and shelves filled,” Regis said. Product variety is also one of the components of Project Horizon. Taking up the challenge of a new warehouse outlet with imported goods right beside its location, NCCC beefed up its inventory with imported brands under the “Great Buys” section. Renovation of the supermarket was designed
by international consultants. “Our design is not a canned design. It’s going to be an NCCC signature look,” Lim shared. Project Horizon also significantly increases the variety of products by 20 to 25 percent. Its counters are about the same but the efficiency has been upgraded to make way for more efficient transaction. “It’s not about adding counters but efficiency of cashiers,” Lim added. According to Regis, the Davao shopper is also changing. “We have to evolve, we have to change with them,” said Regis stressing that
NCCC still remains no. 1 in Davao in terms of trading. He pointed out that consumer spending has remained steady with an average transaction basket of P500. “We just need to address the needs of the young crowd.” Regis cited that with the growing population of young professionals and BPO workers, the young shoppers have emerged as a significant segment. Above all, the emerging giant malls and the expected opening of new establishments in Davao next year, NCCC had to keep in stride and remain competitive.
Thus, the major upgrades and retooling come at a very critical time. “We want to make sure we are not just no. 1 in Davao but we will compete with all of them.” said Lim. Asked of the secret to NCCC’s success despite the very stiff competition, Lim put it aptly: “The family is very conservative. We spend wisely and invest prudently.” Lim said throughout the changes and expansions, NCCC has no borrowings. He did not divulge the actual cost of Project Horizon but only gave a hint, albeit conservatively. “About double digit million,” Lim said.
PROJECT HORIZON. NCCC president and CEO Javey Lim (right) explains the Project Horizon of the mall marking its 35th anniversary. At left isTjader Regis, assistant vice president for marketing. Lean Daval Jr.