Page 2October 10 - 16, 2008 Asian Journal - (619) 474-0588 Visit our website at http://www.asianjournalusa.com
EMOTIONAL WEATHER REPORT
By Jessica Zafra
Philstar
Everybody calls her Nanay. Edu-cators, writers, leaders of industry,the employees, suppliers, and clientsof National Book Store, the readersof this paper, in which her columnappears every week, and severalgenerations of schoolchildren — the“laking-National” (raised on Nation-al). In seven decades of business,Socorro Cancio Ramos, founder andgeneral manager of National Book Store, has won many awards and
Socorro Ramos: Nanay, SuperTindera, and everyone’sminister of education
Socorro Ramos
titles, but “Nanay” (Mother) is theone she likes best. In our matriar-chal Filipino society it’s a term of endearment; in the highly competi-tive business environment it’s an
honorific, or even an expression of surrender (Nanay!). It just fits.At the NBS head office, I only
have to say “Nanay” and I amimmediately ushered into a smallconference room lined with book-shelves. One of the managers asksme what I’d like to drink. It’s a
large, bustling office with stacks of
books everywhere, but it lacks the
air of formal efficiency that most
corporate headquarters aspire to.This one has a friendly, homey feel,kind of like a faculty lounge at a
grade school: you half-expect small
children to come running downthe hallways. Books are crammedwilly-nilly into the shelves — clas-sics, best sellers, coloring books, art books, coffee-table books.Five minutes later, Nanay slowlywalks into the room with her arm ina sling. “Andito na pala siya, bakithindi ako tinawag?” (Why didn’tsomeone call me earlier?) she gentlyadmonishes her staff. Her grand-daughter Trina Alindogan hands her a cup of hydrite — Nanay’s stomachhas been acting up all day. Most people with a broken arm and a bumstomach would probably take theday off. Here we have a demonstra-tion of one not-so-secret secret of her success: Nothing can stop her from going to work.“It happened during the typhoon,”she sighs. “I was inspecting thewarehouse when I slipped and fell.”Her arm was broken in two places.Doctors said they could surgicallyrepair the bone, but it would take a
maximum of two hours to operate,
and require nine screws in her arm.She declined; she has better thingsto do, and the arm will heal in time.For now she signs documents withher other hand. “Pakialamera kasi!”(That’s what happens to busybod-ies!) she laughs. “Habit na, eh. Paghindi ko nakita ang bodega, paraakong nawawala.” (When I don’tvisit the warehouse, I feel lost.)She nods at her assistant, who presents me with three books thesize of coffee tables: a thesaurus,a 2008 almanac, and a Bible Atlas.I am silently skipping with glee.“Ano ba yan?” She indicates theBible Atlas. “Hindi ko maintindihan,tiningnan ko lang yung pictures.” (Idon’t understand it; I only looked atthe pictures.) Either Nanay is psy-chic or somebody did her research, because how could she know that atage 10, my hobbies were reading theOld Testament for accounts of warsand apocalypses, and memorizingthe capitals of countries?Which brings us to another of Nanay’s winning secrets: She makesyou feel important. She’s down-to-earth and genuinely curiousabout people and their interests.And anyone who assumes from her ingenuous air that she’s a softie isin for a tough time. Socorro Ramosis legendary for her skills as anegotiator; she has made captainsof industry squeal like little girls.Let’s not forget that the woman built National Book Store from scratch, beginning just before World War II.Today National is the undisputedmarket leader, with 103 branches allover the country.Put it another way: There wereother bookstores while I was grow-ing up, but today National is theone left standing. By default, weare all “laking-National.” A former competitor, Lory Tan of Bookmark,notes: “Mrs. Ramos is a master of loss-leader pricing, and knew that if you have the scale, you should useit in every way possible — whether it meant obtaining better discountsfrom publishing houses, more favor-able terms of payment, or pricingdown (even at a loss) to neutralizecompetition and eventually gainmarket dominance for a new book line.”Or, as Nanay herself puts it:“Magaling lang akong tumawad.”(I’m just good at haggling.) Inci-dentally, she has been to every oneof their 103 branches. Recently shevisited the newest store in Marikina,and spoke to the manager aboutdisplaying books on tables to makethem more appetizing.I ask her if she’d ever imagined
that the five-square-meter stall she
opened in Escolta in 1939 would become this retail giant. She shakesher head. “Mapaaral ko lang angmga anak ko, at kumain kami ngtatlong beses isang araw, tama na. Noong Japanese time, mabuhay kalang, okay na.” (It was enough thatI could send my children to schooland we could have three meals aday. During the war, it was enoughto just survive.)Two years after she opened her little bookshop, World War II broke
out in the Pacific and the Japanese
invaded the Philippines. All bookshad to be submitted to Japanesecensors, who cut out any mentionof America. All their stocks weremutilated. “What will we sell?”Socorro asked her husband, Jose.The answer: Anything and every-thing the customers needed. Theysold candy, school supplies, ciga-rettes. She found a maker of tsinelas
(rubber slippers), bought six pairs,
discovered that the Japanese wantedtsinelas, and was soon selling hun-dreds of pairs. National Book Storemight very well have been NationalTsinelas.She found a supplier of Easter- brook fountain pens and went fromdoor to door in the Japanese bazaarsto sell them. She got yelled at acouple of times and burst into tears, but eventually made a sale. “Tellme what you need,” she told her client. He ordered 3,000 reams of typewriting paper for the Japanesemilitary. “Hindi ako nagpahalatangdi ko kaya!” (I didn’t let on thatI couldn’t handle the order!) shegleefully recalls. Somehow, in themiddle of a war and all its restric-tions, she found the 3,000 reams of paper. Gas was strictly rationed, soshe delivered the stock by karetela(horse-drawn cart).So we have another cornerstoneof Nanay’s business philosophy:
Find out exactly what your custom-
ers need, and sell it to them. Knowyour market inside and out. Do your research.In 1944, the young business-woman gave birth prematurely toher twin sons, Alfredo and Benja-min. Socorro and Jose were ridinghome in a karetela when the horse backed up into a creek. The other passengers jumped out, but the pregnant Socorro couldn’t. Joseheld on to her, letting go of the basket of “Mickey Mouse” money
(hyper-inflated Japanese Occupa-
tion currency) they had earned thatday. Fortunately neither of them washurt, and the basket of money wasrecovered from under the horse’s belly. Soon afterwards Socorrowent into labor and was taken tothe Philippine General Hospital.“The hospital was full, but theyfound room for me in the eclampsiaroom,” Nanay remembers.The twins, born at seven months,weighed 3.2 pounds each and their chances of survival were slight. She breastfed them and they graduallyachieved normal weight. “We had
six chickens that we raised in our window box, and the eggs that they
laid fed the boys,” Nanay says.When the Liberation began, shekept a bag of emergency suppliesready in case they had to evacuate.The bag contained baby clothes, a
mosquito net, some expired antibiot-ics, and three cans of expired baby
formula.Just before the Americans returnedto the Philippines, one of her clientsunloaded an entire warehouse of whiskey. “I knew that when theAmericans arrived, they would wantwhiskey,” she says. She couldn’tafford her client’s asking price, buthe didn’t want to lose his stocks tolooters. So Nanay ended up witha whole lot of whiskey, which shestored in her mother’s house. Duringthe Liberation, Escolta was de-
stroyed by bombs and fire. Her little
bookshop and its stocks were razedto the ground, but her mother’shouse was safe.Jose and Socorro sold the whiskeyin a barong-barong (shack) on thecorner of Soler and Avenida. Themerchandise was laid out on a ping- pong table that also served as a door every night. The American soldiers paid in dollars.That whiskey keptthe Ramoses’ business going untilthe couple could rebuild their book-store.The Nanay book of business says:Be alert to opportunity, and grab it.After the war, National Book Store reopened in a small rentedspace in Avenue Theatre. In Super Salesgirl, Nick Joaquin’s short biog-raphy of Socorro Ramos, he writesthat “National opened in time for the
first postwar school year: one of the
few places in ruined Manila where
you could get textbooks, notebooks,
pad paper, pencils, and so forth.”“Then Typhoon Gene struck in1948, ripped off the roof of our store, and ruined all our stocks,” Nanay says. “We were back tozero.” The Ramoses had to startall over again. Their stratagem for dealing with adversity: Work harder.They slept just three hours a day,and spent all their waking hours atthe store. Nanay’s business rulebook says:Don’t let anything get you down.Work, work, work.In 1955 they acquired a prime piece of property on Soler Street,the future site of their nine-story building. The bookstore was doingwell, thanks to Nanay’s brilliantidea: they started producing greetingcards and postcards with Philippineviews. By then, their youngest child,Cecilia, had been born and the twinswere enrolled at the Ateneo. “As Itutored my boys, they would oftencorrect my pronunciation and wereeventually teaching me many thingsI did not know. So I felt we wereall attending the Ateneo together,” Nanay said when she accepted her honorary Doctor of Humanitiesdegree from the Ateneo de Manilain 2006.
National Book Store expanded
steadily from the 1970s onwards.We all know the rest — who doesn’thave that red-and-white plastic bagin the house? (Incidentally, Nationalnow encourages shoppers to carrytheir reusable cloth bags instead of plastic.)“Mrs. Ramos is the perfectentrepreneur — hands-on, steadilyfocused on the business, alwaysalert for opportunities, unfail-ingly sensitive to market needs,”writes banker, former Minister of Education, and former chair of the National Commission on Cultureand the Arts, Jaime Laya. “She isconservative, opting for slow and
steady expansion financed by earn-
ings reinvestment. This allowed her to manage the company personallywhile her children were growing up.As soon as the children were ableto play a greater role, then National began opening more branches, add-ing to its product line.” Nanay’s achievements as an en-trepreneur have been recognized byinstitutions such as the Ateneo andSGV & Co, which named her En-trepreneur of the Year in 2005. Theaward is “bestowed to an individualthat best embodies entrepreneurial
spirit, financial performance, stra-
tegic direction, community/globalimpact, innovation, and personal
integrity/influence.” The honorary
degree was given by the Ateneo “inrecognition of her outstanding con-tribution to building literacy amongthe Filipinos and her total commit-ment to helping make educationaffordable, especially to those whohave little in life.”“I was born to a poor family andonly completed high school,” Nanaysaid in her brief acceptance speech.“Unable to attend college, I onlyhad one dream in my life, an impos-
sible dream, to finish school and get
my degree.” Although she succeed-
ed in business without the benefit of
a college degree, she always stressesthe importance of education. “I wantFilipinos to remember that NationalBook Store has always been thereand will always be there to providethem books and supplies at low prices,” she told Laya. “I understand
their plight and know how difficult
it can be because once upon a time,I was in their shoes. Books aresources of wisdom, knowledge andtruth and should be priced so that persons with average and below-average income s can afford to buy.“Gusto kong makasilbi sa mgaestudyante (I want to serve thestudents),” she says. She remembersattending Soler Elementary School,then Arellano High School, with no baon, no money for snacks or schoolsupplies. To save up for notebooks,she would work in a factory everysummer, where she earned 50centavos a day. “At the time, a kiloof pork cost 45 centavos, so youcould actually feed a small familyon that.” There isn’t a smidgen of bitterness or regret when she talks
about the difficult times she and
her husband (he died in 1992) wentthrough — the scrimping, saving,and hard labor. On the contrary, shelooks back with fondness on thosetough times.“The advantage of starting small,”she declares, “is that you know allthe problems that can arise. You candeal with them one by one.”I suspect that she looks forwardto facing the little day-to-day crisesand solving them. Beneath the child-like curiosity and sense of wonder is a steely businesswoman, a toughnegotiator, a survivor. Nanay hasworked every day of her life since
she was five. You think she’ll let up
just because the going is great?
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