Retail Transformation Through JETE Business Ecosystem
DORAN Group founder and CEO Jhonny Thio Doran believes that the conventional retail model focused solely on opening new stores is increasingly irrelevant to current industry dynamics.
Companies no longer compete solely through store network expansion, but through building integrated and sustainable business systems. According to him, the future of retail will be determined by companies’ ability to construct business ecosystems capable of connecting various elements in a cohesive manner.
“Retail is no longer just about opening new stores. The retail of the future is about building an ecosystem that connects products, distribution, technology, and community in one integrated experience,” Jhonny said on Thursday, 12 March.
Retail stores are not merely transaction points. This approach forms the foundation of DORAN Group’s strategy in developing JETE, a technology brand. The Surabaya-based company has built a network of over 150 retail outlets across various Indonesian cities. Beyond expanding physical store networks, the company is also strengthening its national distribution system and developing digital sales channels.
For Jhonny, physical stores remain important in retail strategy, but their role has shifted. Stores are no longer mere transaction venues, but experience spaces where consumers can directly engage with products and technology.
In modern retail models, consumer experience has become crucial in building long-term relationships between brands and users. Consequently, the company is developing store concepts oriented not only towards sales, but also towards interaction.
“Consumers don’t visit stores just to buy products. They come to experience the brand, try technology, and interact with communities sharing the same interests,” he explained.
This concept transforms stores into experience centres enabling consumers to directly discover technology whilst strengthening emotional connections with the brand.
As part of developing its business ecosystem, DORAN Group continues to strengthen JETE, its local technology brand. The brand offers various consumer technology product categories including wearable devices, audio equipment, smart home systems, and various gadget accessories designed to support digital lifestyle needs.
However, brand strengthening extends beyond product innovation. The company also drives consumer engagement through community activities and large-scale events.
One such initiative is JETE RUN, a sporting event attracting thousands of participants annually. This activity enables the company to build direct consumer interaction whilst strengthening its user community.
“A strong brand is not just one that appears frequently in advertisements, but one present in consumers’ daily lives,” Jhonny said.
According to him, integration between offline retail, digital platforms, national distribution, and community activities forms an important foundation for creating sustainable business models, particularly for companies or brands seeking to list on exchanges and pursue IPOs in the future.
This ecosystem-based approach allows companies to deliver consistent experiences across various consumer touchpoints whilst expanding market reach.
In recent years, DORAN Group has undertaken various internal strengthening measures, including digital system development, improved corporate governance, and strengthening JETE’s position in the consumer technology market.
These steps form part of the company’s long-term strategy to expand business scale more structurally.
Long-term transformation also represents the company’s effort to prepare for the next growth phase, including opening pathways towards becoming a public company.
Amid increasingly open global competition, Jhonny believes Indonesian local brands have significant opportunities for broader development if they can build strong business ecosystems relevant to consumer needs. The vast Indonesian domestic market provides ample space for local brands to continue growing whilst improving competitiveness at the global level.