🛒 What You'll Learn from This Article:
- Amidst the consumer recession dominated by Coupang, there's a manufacturing company maintaining steady growth: hy (formerly Korea Yakult). hy's revenue in 2024 reached KRW 1.5191 trillion, marking a growth of approximately 10.3% compared to the previous year. The key to hy's unique success seems to be their distinctive sales and logistics network, the 'Fresh Managers.' Some Fresh Managers have annual sales exceeding KRW 200 million, and considering their total number, their contribution to revenue exceeds KRW 1 trillion. How is this possible?
- Door-to-door sales were popular before the digital age but are now often seen as outdated. For instance, the contribution of door-to-door sales in the cosmetics industry has halved compared to the past. However, the 'special' nature of door-to-door sales can still captivate customers. Could hy's Fresh Managers also benefit from this?
- It's not just the 'specialness' that drives revenue growth. hy's Fresh Managers could thrive because they are not simply defined as 'door-to-door salespeople.' hy redefined Fresh Managers as mobile cold chain stores and one-person fulfillment centers capable of customer delivery and service. As a result, they achieved an unprecedented expansion. Let's dive into the details based on stories from hy's practitioners.