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Permalink Reply by Leong Cheen Chun on November 21, 2011 at 4:28pm

Hi Tom,

 

Nice meeting you. Nice book there. I am keen to move over Korea for overseas marketing/business development work. Keen to assist Korean firms that looking to market overseas. Vice versa many SEA region firms also want to market products to Korea

Can I send my CV to you?

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Permalink Reply by Cesar Farias on February 3, 2012 at 12:43pm

Hi Tom,

First I wanted to congratulate you for the great synthesizing power you have when explaining Korean business culture to newcomers.

I am trying to expand our client base in Seoul. My company does business development for foreign manufactures that want to enter the Korean food retail market. However, it's been difficult to access big retailers such as Emart and HomePlus for their imported goods division. That's why I am targeting convenience and specialized food stores. What do you think of this segment and what's your opinion on internet consumer goods websites? I'd like to reach an import association of small physical or online retailers to reduce cost when negotiating with my suppliers.

Thanks for the advice!

Cesar

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Permalink Reply by Tom Coyner on February 18, 2012 at 10:31am

Cesar,

I'm trying to crack that nut myself.  Right off hand, I don't have the answer, but I plan to approach a major food importer/distributor on behalf of an Irish food company in the coming week. 

My impression is that knocking on doors can eventually gain entry if one has all one's duck in a row well in advance of making the first contact.  On the other hand, the return on your efforts may well prove to be disappointing. 

I could well be wrong on this, but my impression it is better to work with a Korean party that already has the relationships with your targeted retailers.

Tom

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Permalink Reply by Eun-Shil Park on February 18, 2012 at 11:22pm

Cesar, likewise Tom said there is not an ultimate one solution for your distribution/sales channel but can I ask you if you want to sell your products immediately nationwide in Korea or to start within a certain region? Depending on your type of food products maybe it's a good idea to start only in 1 certain region.

I did it with my wine to go first locally to Busan Area and skipped out Seoul. I had less competition and found through internet Korean distribution companies. I contacted them and went to Korea to meet them. Of course I did send in advance my production samples;) 

During that trip I visited as much as possible local suppliers to local chains or independent buyers. Just walked straight into Busan harbour area and knocked on doors. NOBODY refused to talk to me. Eventually I got several good leads and even more important, a couple of letters of intent which made me to convince my bankers to put money in my project and to ask my own wine suppliers for a stock-credit.

I did choose the solution just like Tom mentioned above, you probably has to come out of your office chair and go out to talk to people...:) If you want to advice entrepreneurs/companies, just behave like one.

Sometimes you can build a more sustainable business by just not using the "big" ones immediately. Yes, it will take longer to gain good revenue but everything goes too quick...can burn down too quick as well. And as a newcomer in the Food chain market...the buying power of these Hypermarkets are that big that it is many times not possible to get the right deal on the table. They will try to sqeeze your client...

Stay confident and give it your best try. 

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Permalink Reply by Cesar Farias on February 19, 2012 at 11:55pm

Hi Eun-Shil,

Thanks a lot for the feedback and for sharing your experience with us! You certainly didn't hesitate any minute, and I think that kind of positive attitude and hard work can only bring success.

We are basically targeting the Seoul Metropolitan area at the moment since our products tend to fit the international food niche better and the foreign population here as well as Korean's taste for foreign dishes is more advanced than in the provinces.

May I ask where are you based? You said you "came to Korea" to meet the distributors?

I'd like to stay in touch with you. We're actually bringing an excellent Argentinean Malbec to Korea soon.

Best,

Cesar

(cesar.farias@nextrade-la.com

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Permalink Reply by Eun-Shil Park on February 20, 2012 at 8:50pm

I sent you a private email.

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Permalink Reply by Jina Lee on March 27, 2012 at 4:18pm

Hi Eun-Shil, 

Your story proved to be quite inspiring for me. We are a distribution company and have hit some bumps but you gave me perspective on how I just need to get out there and talk to the right people. I've been a bit disheartened because I feel like I've been talking to people that are not relevant, so it's time for me to get back to the drawing board! 

Any additional points of advice would be greatly appreciated as well! Thank you. 

--

Jina Lee

Findings Group Limited

jina@findingsgroup.com

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Permalink Reply by Cesar Farias on February 19, 2012 at 11:45pm

Hi Tom,

Thanks a lot for your advice. I will definitely try that. Any importer you may know that works with frozen food and another one for wines? I know only a couple that are the major players in wine I think...Thanks in advance! Cesar (cesar.farias@nextrade-la.com).

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Permalink Reply by Dave Woods on February 18, 2012 at 11:25am

Cesar,

Please send me your email address.  I'm at davew@koreanconsulting.com

I might know some folks.

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Permalink Reply by Cesar Farias on February 19, 2012 at 11:47pm

Hi Dave,

Thanks a lot, I'm emailing you now.

Cesar

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Permalink Reply by Jina Lee on March 27, 2012 at 4:19pm

Hi Tom, 

By way of introduction, we are a distribution and marketing company that specializes in bringing well-designed high-quality products from the US to consumers in Asia (specifically Hong Kong, China and South Korea). I am currently in charge of our Korea office and have hit some patches along the way, particularly in trying to get local offline retailers to take on our product since it's a relatively unknown product in the market. 

The previous statements and replies by others are great points, but I needed something that's a bit more targeted for the retail industry. We've tried and done it all- cold calls (emails and phone), countless meetings, proposals, etc. It's sort of a which comes first, the chicken or the egg scenario- retailers are hesitant to take on the product because there's no marketing on it, and we don't have the capital to invest in heavy marketing as of yet.

The product is geared towards the outdoor sporting industry and has been amazingly successful in the US, Australia and Japan: www.SPIBELT.com

Any additional points of advice would be greatly welcomed and appreciated! Thank you. 

--

Jina Lee

Findings Group Limited

jina@findingsgroup.com

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Permalink Reply by Tom Coyner on March 27, 2012 at 7:04pm

My best, off-the-cuff advice would be to find a non-competing product that satisfies the same market niche as your clients' products.  Then find out who is importing and distributing them.  Perhaps the best way may be to see if you can get a courtesy meeting at the similar, non-competing product's company's office in Korea.  See if they are willing to share the name and contact info of their importer/distributor and then approach that company.

Now, that means, of course, you are reducing yourself to simply being an agent rather than an importer.  But I don't recommend being an importer unless you have or have access to a distribution network.  Otherwise, you could be promising too much to your overseas clients.

This may not be the kind of advice you are seeking, but that is my best shot!

Tom

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