| “Will Become an Example of Success of Global Hidden Champion”
Ceragem Chairman Lee Whan-seong selected for an economic mission for President Park Geun-hye 4 times in a row!
Ceragem Chairman Lee Whan-seong will fly to Germany on the 24th. The purpose of this trip is not to inspect Ceragem Germany Corporate Office but to carry out the diplomatic duty as an economic mission for President Park Geun-hye. It is encouraging for Chairman Lee to be appointed as part of an economic mission 4 times in a row starting from China, Vietnam India. This shows his high reputation significant influence in business as a robust entrepreneur supporting diplomatic activity. Especially, Ceragem’s economic mission visit to Germany is more meaningful because Ceragem, as a small medium business, had success in Germany where it is difficult to have a success even for the large companies.
The Ministry of Trade Industry Energy officially announced the list of 105 members of the economic mission to Germany who will accompany President Park Geun-hye from the 25th to 28th. This time, 71 members taking up 68 of entire mission group are CEOs from the small medium businesses. The largest scale of mission group will attend the official events co-hosted by the Korean German government. They will seek the economic measure benefitting the two countries discuss the economic cooperation.
President Park emphasized that the business activities of the small medium sized companies are the key of the economic policy. Germany is the country where the business activities of the small medium sized companies are very strong. About 1,300 Hidden Champions which are almost half of the entire Hidden Champions in the world are German companies. Those small medium businesses are the background of the strong economy of Germany. President Park Geun-hey said earlier that a sharing of success strategy among the small medium businesses in the two countries will help create the Korean “Hidden Champion” vitalize the economy. Ceragem is recognized as an exemplary business success case in Germany. Ceragem started the business in Germany 2002 with strong will to have success with their know-how acquired from the business experience in USA, China. However, the entry to the German market was not easy because the Germans are very rational people they have high trust in their products.
With the consideration of the local situation, Ceragem Germany Corporate Office changed the marketing strategy to more rational approach which makes the German customers purchase the product for high quality not for friendly customer service. First, instead of emphasizing the principal of eastern medicine alternative medicine, Ceragem presented the objective, verified product data such as the articles on media from other countries various international approval certifications from FDA, CE GS. Also, Ceragem built trust among the German customers by providing classes about the importance of health management which could bring interest from the local customers. To overcome the language barrier, Ceragem hired many local employees who have translation ability for the smooth communication. In addition, Ceragem implemented a systematic education program for the local employees to be able to provide the Korean style customer service.
After 3 years of doing business in Germany by overcoming the difficulties, Ceragem had a success to move the German customers’ heart finally. Many in German media such as Berlin “NDR” Frankfurt “HR” weekly magazine “DIE ZEIT” the news channel “NTV” began to give big coverage to Ceragem. At that time, the reputation of the small foreign company Ceragem’s products services spread widely among the Germans even to the neighboring countries. This played as a detonator enabled Ceragem to enter Europe.
Through this visit to Germany, Ceragem Chairman Lee Whan-seong plans to put strength on ting up the base for the success of potential Korean Hidden Companies by sharing Ceragem’s success strategy discussing the improvement measures. Chairman Lee said, “It is difficult to win the hearts of the German customers, but once you gained their trust that will be a foundation of success. This year Ceragem is going to introduce “Home Experience” program for the customers to try the products comfortably at home. We hope this will make another success story”. |
