Based | 2009
Headquarters | South Korea
Prime Government | Han-Gill Park, Founder & Chairman
Merchandise | Well being and Wellness, Magnificence
Atomy, a legendary title in direct promoting, has been a dominant drive in South Korea since launching in 2009. Its world presence continues to develop, and on the finish of 2023, the corporate operated in 27 international locations throughout 5 continents (Asia, Europe, North America, South America and Oceania). Atomy was the primary South Korean community advertising and marketing firm to efficiently penetrate the abroad market. This formidable enlargement technique reveals in its plain success, and the outcomes are staggering! Atomy secured twelfth place on this 12 months’s DSN International 100 Listing with 2023 income of $1.71 billion.
Robust and Regular from the Begin
Atomy’s Founder and Chairman Han-Gill Park is a agency believer within the energy of direct promoting which he skilled first as a distributor for one more firm as a younger man. As he defined, “I instantly noticed the potential of direct promoting. The enterprise mannequin helps set up a shopper base and permits income to observe accordingly. I joined a community advertising and marketing firm in my 30s and reached the very best rank, nevertheless it was not a spot the place good merchandise have been offered at inexpensive costs. I tried to discover a firm pushed by the rules I cherished however couldn’t discover one. I began Atomy with the concept since such an organization didn’t exist, I’d construct it myself.”
Park had a main objective of making a world firm with abroad gross sales ten instances bigger than home. With that philosophy in thoughts, Atomy entered the American market in 2010, only a 12 months after launch. It was a daring transfer, however one which made excellent sense to Park. “Inexpensive and high-quality merchandise work universally. My belief was based mostly on the standard of the merchandise.”
Park’s confidence was properly based. Atomy generated $4.6 billion KRW (roughly $3.36 million USD) in its first 12 months after coming into the market. Atomy subsequent expanded its presence to Japan and Canada in 2011, marking its transition into a completely established world firm.
After establishing itself in Japan and Canada, Atomy broadened its footprint as soon as once more by increasing to Taiwan in 2014. This was a wise strategic transfer because it positioned Atomy to focus on each the Higher China market, together with Hong Kong and China, and the Southeast Asian and ASEAN markets concurrently. Taiwan is ideal for direct promoting on the whole and Atomy particularly as a result of the market is price-sensitive; values word-of-mouth suggestions; and reveals a eager curiosity and want for experiences.
Atomy’s abroad enlargement continued to realize momentum following its entry into Taiwan. After coming into Singapore in 2015, Atomy expanded its operations to Malaysia, Cambodia and the Philippines in 2016, and to Thailand and Mexico in 2017, surpassing 10 abroad markets. Atomy commenced operations in Russia and Australia in 2018.
Regardless of the challenges posed by the pandemic, Atomy expanded into China, Hong Kong, India and Colombia in 2020. China—famend because the world’s largest market—swiftly turned Atomy’s largest abroad subsidiary, surpassing 100 billion KRW (roughly $73 million USD) in gross sales inside its first 12 months of operation.
In 2021, Atomy expanded into 5 new markets, together with the UK, Turkey, New Zealand, Kazakhstan and Kyrgyzstan. Three extra markets have been added in 2022: Brazil, Mongolia and Uzbekistan.
And final 12 months, Atomy launched within the EU market. Lee Hyun Woo, govt director of International Enterprise shared, “With the institution of our European company, we have now penetrated all the prime 10 markets. In the end, Atomy’s operations will lengthen to each continent, together with Africa and the Center East.”
In-Demand Merchandise, Inexpensive Costs
Atomy’s world success is plain, and the key to their success is obvious. The first issue enabling Atomy to differentiate itself within the worldwide market is its laser deal with inexpensive, high-quality merchandise. Their philosophy is to supply “Absolute High quality and Absolute Worth.” That is the worth that Atomy has strived for since its inception.
And it’s maybe greatest exemplified by the model’s hero product, HemoHIM. HemoHIM is an natural mix extract comprised of three botanicals: Angelica gigas, Cnidium officinale and Paeonia. The product has been acknowledged for its twin features, encompassing each immune enhancement and fatigue aid properties. In keeping with Park, the multifunctional properties of HemoHIM can solely assist broaden the product’s enchantment globally. It’s presently accessible in 19 international locations together with South Korea, Russia, the US, Australia, Mexico and China.
However HemoHIM is just not solely efficient, it’s changing into increasingly more inexpensive. When the product was first launched it got here with 30 packets. Steadily, on the identical value, the quantity was elevated to 48 packets, 54 packets and at last to 60. The corporate was capable of minimize prices to supply this worth by mass manufacturing and widespread gross sales. This unbeatable mixture of affordability and effectiveness drives gross sales and loyalty not solely in South Korea however in all Atomy’s worldwide markets.
Atomy has different merchandise in excessive demand across the globe as properly in a number of classes. The Absolute CellActive Skincare Set, Atomy Toothpaste Plus and the Atomy Toothbrush are main the corporate’s world enlargement.
Specifically, Absolute CellActive Skincare was acknowledged as a next-generation world-class product by the Korean Ministry of Commerce, Business and Vitality in 2022. It has obtained a complete of 4 awards, together with the distinguished King Sejong Award for Patent Expertise.
Localization methods, together with proactive funding and social contribution initiatives play a vital position in Atomy’s success on the worldwide market. Just lately, Atomy has been inserting explicit emphasis on the Chinese language market.
Bringing Korean Sensibilities to a International Stage
Atomy takes a really proactive strategy when partaking in worldwide markets. The objective is to slim the disparity between its South Korean headquarters and abroad subsidiaries by enhancing the brand new product launch course of and delivering efficient assist and advertising and marketing coaching to members. This allows all branches to share the expansion methods employed by markets having fun with distinctive success equivalent to Turkey, Kazakhstan, Colombia and the Philippines.
Furthermore, to actively vitalize abroad markets, Atomy bridges the communication and cultural gaps between its South Korea headquarters and worldwide companies. The “Go and Meet 100” mission permits executives and workers to interact straight with subject operations to grasp the challenges dealing with distributors and collaboratively devise options.
“Atomy’s administration objective focuses on buyer’s success,” mentioned Kwon Seok Gyun, the pinnacle of Atomy’s Worth Administration. “We encourage shoppers to decide on us by enhancing the ‘Absolute High quality, Absolute Worth’ philosophy for sustainable progress, no matter whether or not it pertains to South Korea or overseas.”
With progressive and immersive enlargement methods, an in-demand assortment of high-quality, low-cost merchandise and an engaged, dynamic and dedicated management staff, Atomy has loved a outstanding run with even larger achievements on the horizon.
All this synergy and technique has made Park hopeful and excited for Atomy’s future. “At Atomy, we dream of the day when shoppers worldwide will use our merchandise. And as our desires from the previous 10 years have made Atomy what it’s at the moment, our desires for the long run will form our subsequent 10 and even 100 years.”
From the September 2024 challenge of Direct Promoting Information journal.
