Berli Jucker charts new course for regional growth

Under the leadership of Thapanee Techajareonvikul, chief executive and president of Berli Jucker Plc (BJC), the Thai consumer goods manufacturer, distributor and operator of Big C stores is undertaking a broad strategic transformation across Southeast Asia.

At the core of her strategy is the belief that a deep understanding of customers is the primary differentiator in today's retail competition.

“Retail operators must deeply understand their customers and deliver the best experiences that make every store visit worthwhile in both time and money,” she said.

Regarding future retail trends, Mrs Thapanee said she believes the role of each store branch must become clearer. BJC sees strong growth potential in the Thai and Vietnamese retail sectors by aligning each store's role directly with local shopper demographics and differentiating residential neighbourhood outlets from those in tourist hotspots.

To execute this customer-centric vision, she spearheaded the integration of physical stores and online channels into a unified retail system.

By revamping its hypermarkets and utilising smaller formats, BJC maximises space productivity and enhances financial returns on retail floor space.

The company has also integrated advanced data analytics into daily store operations to refine product selections, curate store assortments, optimise shelf layouts, forecast inventory and deliver localised services.

A milestone in this strategy is the revamped Big C Mini format operating under the "Big C Neighbor" concept. Spanning roughly 300 square metres and offering more than 8,000 items, including groceries, daily essentials and locally relevant goods, these neighbourhood stores leverage Big C's robust merchandise sourcing capabilities to broaden choices for local communities.

Beyond Thailand, the company is expanding its international presence with a strong strategic focus on Vietnam, a high-potential market of more than 100 million people with a rapidly growing middle class.

Capitalising on BJC's footprint of seven manufacturing plants and distribution hubs producing glass containers and tissue paper as of May 2026, the company has drawn on deep local market insights, strong local teams and well-established partner networks.

BJC recently acquired MM Mega Market Vietnam (MMVN) for roughly 22.5 billion baht. Mrs Thapanee said integrating MMVN enables BJC to operate seamlessly across the entire value chain, from product development and procurement to distribution and retail channels.

For example, the group adapts its food and tissue products into tailored pack sizes for households and food-service operators.

Demand insights from MMVN help BJC's manufacturing divisions identify clear opportunities for new product development.

“The growth opportunity in Vietnam lies in interconnecting manufacturing, distribution and retail to generate shared value: the stronger the integration, the more competitive each individual business becomes,” she said.

Through localised retailing, data analytics, regional expansion and end-to-end supply chain synergies, Mrs Thapanee has positioned BJC as a retail leader in the region.

Her leadership and strategic vision make her a deserving recipient of the Bangkok Post's CEO of the Year 2026 award for Strategic Transformation Excellence.

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