"As a direct selling company, Atomy has continued its growth momentum. The American direct selling magazine "Direct Selling News" announced the sales ranking of global direct selling companies in 2023. Here, Atomy ranked 12th with sales of US$1.71 billion.
According to data disclosed by the Financial Supervisory Service, Atomy's sales in 2000 totaled 1.93 trillion won. Atomy's sales in 2010 were approximately US$80.9 billion. In just 12 years, it has grown an eye-popping 24 times. If converted into an average growth rate, the annual growth rate is 33.34%. Notably, this was achieved during the ongoing Covid-19 pandemic since 2020.
The average sales growth rate of global distribution companies over the past five years is still only 5%.
So, what enables Atomy to achieve such results? It has only one answer. "Better, cheaper". There are many ways to do business in the distribution industry. Department stores, hypermarkets, convenience stores, online shopping malls, etc. are all such cases. Atomy is one of the companies that sells directly. There is one thing worth noting about direct selling. The headquarters "can directly select" products. Of course, other retailers will also select products. However, they need some kind of “variety,” which means that in order to sell a good product, they have to be paired with other items so that consumers come to you. However, if you are a direct seller, you don't have to do this. You just find a good product and only sell that product to people who need it. It's that simple.
There are two driving forces behind Atomy's growth. One is the health food "HemoHIM" and the other is the cosmetic "Absolute CellActive Skincare". Through just one HemoHIM series, Atomy’s annual sales at home and abroad are as high as 370 billion won (approximately HK$20.9 billion). Absolute CellActive Skincare’s sales reached 100 billion won (approximately HK$0.56 billion). Annual sales are 100 billion won, a scale that even medium-sized cosmetics companies cannot afford. If you look at the sales story of Atomy's flagship product HemoHim, it is easy to understand the "better and cheaper" principle that Atomy emphasizes.
HemoHIM is a health functional food developed by the Korea Atomic Energy Research Institute. Even before Atomy started selling it, HemoHIM was sold by several distributors. At that time, the highest selling price for a box of 60 bags of HemoHIM was 770,000 won (approximately HK$4,370.90). Atomy first made a shocking price cut. A box of 30 bags is priced at 76,500 won. Converted to 60 bags, that’s 153,000 won. Compared to the top price, it's less than half the price. Not only employees, but also people around founder and chairman Park Han-gil discouraged him from selling, saying it was "too cheap." However, Chairman Park said, "If we sell it at a suitably lower price, there will definitely be other companies selling it at a cheaper price. We have to sell it so cheaply that no one would dare to think of selling it at a lower price than ours." Price to sell it.
Atomy goes one step further. Sales volume increased due to low-price sales, but due to the advantages of mass production, sales volume surged and unit prices fell. As the unit price dropped, Atomy increased the number of bags. From the initial 30 bags, to 48 bags, to 54 bags, and then to 60 bags. Even in the face of rising commodity prices and labor costs, the price has been reduced by half while maintaining the original quality. As a result, HemoHIM has become a hugely popular product, with approximately 4 million boxes sold annually.
Another pillar supporting Atomy's sales is Absolute CellActive Skincare ("Absolute Skincare"). This product is the first cosmetic to win the "Sejong Grand Prize" (「世宗大賞」, the Korean Intellectual Property Agency's technology patent award. In addition, it also received the "IR52 Jang Young-sil Award" and "New Excellent Product (NEP)" certificates (「新優秀產品（NEP）」). This is the "Triple Crown" the industry craves. This triple crown is attributed to a patented technology called "peptide design technology that specifically binds to skin cell receptors." Absolute Skincare, which uses this patented technology, is composed of expensive plant cell regeneration factor (EGF: epidermal growth factor) raw materials. EGF is a protein provided by blood, saliva and sweat that helps skin wounds heal naturally without leaving scars. Despite this, the price is still set at 198,000 won (approximately HK$1,124.29). This reflects Atomy's willingness to provide consumers with "better and cheaper" products. Therefore, without any special marketing activities, Absolute Skincare’s global sales exceeded 100 billion won (approximately HK$0.56 billion).
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