Global Atomy Taking Off - Direct Selling News

Atomy has marked its presence in the global market. The direct selling company based in South Korea recorded global sales of $1.48 billion ... GlobalAtomyTakingOff BYYoung-MinLee | August22,2021 | read / CompanySpotlights ShutdownLeadsto NewOpportunities Founded:2009 Headquarters:Gongju,SouthKorea TopExecutive:Han-GillPark,Chairman Products:Clothing,Wellness,Cosmetics,PersonalCare,HomeDécor Atomyhasmarkeditspresenceintheglobalmarket. ThedirectsellingcompanybasedinSouthKorearecordedglobalsalesof$1.48billionin2020,up13.85percentfromthepreviousyear.IthasalsorecentlylaunchedinChina,Colombia,HongKong,India,andNewZealand,withbranchesnowin19regionsworldwide.DespiteglobaldistancingguidelinesduetoCOVID-19,Atomyhasachieveddouble-digitgrowthbyactivelypioneeringthemarket.Atomy’sgrowthcanbeattributedtotwofactors—makingaquicktransitiontoonlineandsecuringacompetitiveadvantageindistribution. MakingaQuickTransitiontoOnline TheWorldHealthOrganizationdeclaredaPublicHealthEmergencyofInternationalConcernregardingCOVID-19onJanuary30,2020,followedbythedeclarationofapandemiconMarch11,2020.Asthevirusspread,countrieswereforcedtoimplementsocialdistancingrulestocurbtheoutbreak.Sincemeetingpeopleissuchacrucialpartofdirectselling,thisnewswascripplingtotheindustry.InSouthKorea,physicaldistancingregulationswentintoeffectonMarch22,leavingdirectsellersstrugglingtofindcountermeasuresagainsttheincreasinguncertainty. “Thecompanysetsupthebusinessenvironmentsothatoursalespeoplecanconcentrateonbuildingtheirbusinesses.”–Kyung-HeeKim,MarketingDirectorofAtomy Mostlarge-scalecorporateeventsbyKoreandirectsellingcompanieswerecanceled.However,Atomywasabletojumponanewpossibilityofthe“on-tact”businessormeetingface-to-faceonline.OnJuly17,2020,AtomyhostedalivebroadcastofitsSuccessAcademyonYouTube.SuccessAcademyisamonthlytrainingandmotivationaleventtraditionallyheldinpersonsimultaneouslyinninelocationsthroughoutKorea,includingSeoul,Busan,andIncheon,withabout15,000salespeopleinattendance. ThisfirstonlineSuccessAcademyattracted9,000 memberswhogreetedeachotheron-screenandexperiencedthefutureofonlinedirectsellingaspresentedbyAtomy.ItwasthemomentthatAtomy’sbusinessworldexpandedfromofflinetoonlinewith4Kresolution,seamlesslivebroadcasting,andbusinesstoolsusingVRtechnology.ByAugust,participantsnumbered13,000globally,andsaleswereontrack,asindicatedbythecompany’sgrowthin2020. ExecutiveDirectoroftheKoreaDirectSellingIndustryAssociation,Tae-OhKim,stated,“DuetoCOVID-19,thedirectsellingindustryhasnochoicebuttothinkaboutcontactlessbusiness.Atomywillbecomeabenchmarkforothercompaniesinregardtoeliminatingconstraintsoftimeandspacethroughon-tactbusinesspractices.” Atomy’sabilitytoadaptquicklytoonlinedirectsaleswasdueinparttobroadcastingtechnologycapabilitiesthatthecompanyhadalreadybuiltupforitsSuccessAcademies,whichhadbeenlive-streamedtodifferentlocations.However,Atomy’suniquewayofdoingbusinessalsoplayedalarge role. Itslarge-scalebusinesspresentationsandmotivationaleventsarealldirectlyorganizedbythecompany.Therearenofeestoparticipate,andaccommodationisofferedatlessthancostpricing.Businesstoolsarealsoprovidedbelowcost,sosalespeoplecanfocusonthesceneoftheirbusinesses,whetheritbeatsmallmeetingsorpersonalgatheringssetupbyacenterorleader. “Thecompanysetsupthebusinessenvironmentsothatoursalespeoplecanconcentrateonbuildingtheirbusinesses,”explainsKyung-HeeKim,MarketingDirectorofAtomy.Sheadds,“Atomyaimstocreateconditionsforeveryonetosucceedthroughcollaboration,notcompetition.” SecuringaCompetitiveAdvantageinDistribution AnotherfactordrivingthegrowthofAtomyisits“AbsoluteQualityAbsolutePrice”motto.DuringtheCEOCouncilmeetingfortheWorldFederationofDirectSellingAssociationinMexicoCityin2019,AtomyChairmanHan-GillParkhighlightedthatdirectsellingmusthaveacompetitiveedgeinthedistributionindustrytosurvive. ChairmanParksharedhowhiscompanyhasgrownintoaglobalcorporationexceeding$1billioninsalesinsuchashorttime.Healsospokeaboutthefuturedirectionofthedirectsellingindustrythathasbeenstagnantinrecentyears.Parkemphasized,“Directsellingcompanieshavetheadvantageofbeingabletocuratehigh-qualityproductsforitsconsumers.”Healsostressed,“Itisveryimportanttorealizethatdirectsellingcanwinwithqualityandpriceoverdiscountstores,onlineretailers,andotherplatformbusinesses.”Inthismeetingattended20keyfiguresintheindustry. Foundedin2009,Atomyestablisheditsmottoof“AbsoluteQualityAbsolutePrice”fromtheverybeginning.Itmeansaimingforhigherqualityforthesamepriceandalowerpriceforthesamequality.Asaresultofchallengingotherdistributorsandappealingtoconsumersequippedwiththismotto,Atomyhasrecordedanannualgrowthrateof47percentfor11years.ItalsoboaststhehighestnumberofregisteredmembersandlowestrateofreturnsintheKoreandirectsellingindustry.Thisindicatesthatputtingdistributioncompetitivenessaheadofbusinessopportunitiesleadstosuccess. ChairmanParksaysthatfocusingonsecuringacompetitiveadvantageisasmartmarketingstrategy.Ifyouhavegoodproductsatalowprice,consumerswillcomeontheirowninitiative.Ifthenumberofconsumerspurchasingcompetitiveproductsgoesup,profitsalsoincreaseforitsdirectsellers.Thisworksbetterthansimplyconcentratingoncompensationbasedonsalesandperformance activity. UnstoppableGlobalExpansion AtomylaunchedintheUSAin2010andpostedsalesof$5millionthefollowingyear.AtomyUSAhascontinuedtogrowannually,withsalesincreasingtenfoldto$55millionin2020merelyadecadeafteropening.Asaresultofprioritizingacompetitiveedgeindistributionoverbusinessopportunities,“AbsoluteQualityAbsolutePrice”hasproventobeeffectiveevenintheUnitedStates,theworld’slargestdirectsellingmarket. Oneofthestrongestassetsofdirectsellingisthemutualtrustformedbetweensalespeopleandtheircustomers. Thecompany’sglobalexpansionhasbeenunstoppable.AftermakingitsinternationaldebutintheUSA,AtomyquicklyadvancedintothedirectsellingmarketsofJapanandCanadain2011.Now,injusttenshortyears,Atomyhasestablishedbranchesinallpartsoftheworld,includingSoutheastAsia,Russia,China,India,Australia,andMexico,andwillsoonopenintheU.K.ThenetworkmarketingindustryinKorea,whichhadnopriorsuccessenteringintoforeignmarkets,startedpayingattentiontoAtomy’sglobalexpansion.Han-GillParkemphasizedinanearlierinterviewwithKoreanmediathatifeverydayproductsaregoodandcheap,theywillsellanywhere.Healsosaid,“Atomyisnotcompetingwithothernetworkmarketingcompanies,butwithotherdistributionchannelssuchasdepartmentstoresandhomeshopping.” InApril2021,Atomyhasover15millionmembersin19regions.ItalsoplanstoopeninBrazil,Kazakhstan,andKyrgyzstanthisyearandaimstoreachsalesof$2billion.“Theyear2021willbethefirstyearthatsalesoutsideofKoreawillsurpassdomesticsales,”notedHyun-WooLee,ManagingDirectorofAtomyGlobalBusiness.Hesays,“GlobalAtomyisaconsumer-centereddirectsellingcompanythatplaysapartincompetitive distribution.” AtaCrossroads DirectsellingisstandingatacrossroadsandnotsolelyduetotheeffectsofCOVID-19.Advancesintechnologyhavegivenconsumersaccesstoawealthofinformationthatwasunavailableinthepast.Substitutionsforproductssoldexclusivelybydirectsellingcompaniescannoweasilybesearchedforandpurchasedonlineatlowprices.Thistrendwillonlyintensifyovertime.Moreover,evenwhenCOVIDhaspassed,dailyroutinesmaynotreturntopre-pandemicconditions,andmuchofday-to-daylifewillcontinueonline.Therefore,directsellingmustalsofindonlinesolutions. Oneofthestrongestassetsofdirectsellingisthemutualtrustformedbetweensalespeopleandtheircustomers.Unfortunately,thisadvantageisonlyhalf-realizedonline.Nomatterhowadvancedvirtualrealitybecomes,itwillneverhavethesameeffectasphysicalmeetingsandface-to-facecommunication.Now,directsellingmustinvolvebothonlineandofflinemanagement. Withoutskippingabeat,AtomywasabletoembracecontactlessbusinessopportunitiesanduseitsproductsofAbsoluteQualityAbsolutePriceasacompetitiveadvantagetoseesuccessinthefaceoftheCOVIDcrisis.Atomy’sgrowthisawelcomingsign,anditsfutureisfullofpromise.  Young-MinLee istheformereditorof Nexteconomy whichisaKoreandirectsellingindustrymagazineandcurrentlyservesastheeditoroftheAtomycompanymagazine. Fromthe August2021 issueof DirectSellingNews magazine. Postedin CompanySpotlights andtagged Atomy, Han-GillPark. 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