In an online ceremony to kick off the 2022 business year on Jan. 3, Amorepacific Group Chairman Suh Kyung-bae set the management tenet for this year as “Winning Together,” and proposed three action strategies: Strong brand, digital transformation, and overhauling of the mold of businesses.
Suh said, “Let’s complete a strong brand by fully grasping customers’ thoughts beyond simple analysis and nimbly coping with it.”
“In the world in which platforms’ influence is absolute, customers’ choice ultimately depends on the power of brands,” Suh said.
He called for defining the values of the brand by reflecting the spirit of the times and focusing on fostering engine products that will drive growth.
Mindful of the reality in today’s world of the importance of datasets, he said the company has to fully understand what customers think beyond simple and nimbly respond to data.
Suh demanded that attempts to expand potential businesses such as wellness should be made.
“We should form sympathy and build a strong phantom with MZ customers by making commerce, content and community in the digital world easy and funny,” Chairman Suh said.
He demands the overhauling of off-line channels such as visit marketing with digital technologies to restore their competitiveness and the building of future growth foothold on specific and non-face-to-face solutions.
Chairman Suh demanded the overhauling of the usual way of doing business. He called for dramatically reducing the number of stock-keeping unit (SKU) products considered incompatible to the times, optimizing digital-based stock management and taking stock of inefficiencies of the whole of the businesses such as marketing and customer management and overhauling them.
Amorepacific’s beauty brand “Hera” has opened an official pop-up store in cooperation with the metaverse platform “ZEPETO.” Consumers can communicate with other users via 3D avatars at the ZEPETO Hera Pop-up Store.
Chairman Suh said, “We have to achieve profit growth by reinvesting secured resources into new opportunities.
Amorepacific should feel a sense of responsibility in committing to making principle changes, guaranteeing the health and safety of all of the corporate ecosystem,” adding that the realization of five promises for 2030 sustainable management, dubbed “2020 A More Beautiful Promise,” is very significant.
The following are excerpts of Chairman Suh’s New Year message.
Digital and platforms become key industries amid familiar non-face-to-face life, and customers, armed with sympathy, the spirit of the times, are paying heed to consumption value. Perception toward beauty is changing amid diversity and acceptance culture.
In this regard, we came up with the Vision 2025 last year. We’ll strive to expand our business to the “life beauty,” embracing the whole of the normal life beyond the conventional category of beauty and seek optimized beauty tailored to meet individuals’ needs with digital technologies.
We’ll make all challenges with a focus on proactive sympathy toward customers and the world.
“Live Your New Beauty” and “New Beauty” we’ll showcase is a new beauty paradigm honoring the intrinsic beauties of all beings and paying heed to their potential.
I propose three core strategies to make the new beauty journey a success.
First, we have to complete a strong brand.
Second, Amorepacific should achieve digital transformation.
Third, we have to reinvent the usual way of doing of business.
_제페토 헤라팝업스토어01.jpg)
_제페토 헤라팝업스토어02.jpg)
