Why the Scrub Sponge Sales King Transformed into a Mobile Show Host Saving Small Businesses

‘Idea Doctor’ Lee Jang-woo, Chairman of Brand Marketing Group Interview
Brand Marketing Expert Former 3M Scrubber Sales Champion
Wants to Promote Small Business Products Struggling Due to COVID-19

[Asia Economy Reporter Kim Heeyoon] “Shopping is a journey and a source of fun. A life without enjoying shopping is a ruined life.”

Dr. Jangwoo Lee, a brand marketing expert, focused on the mobile shopping trends of the MZ generation (late teens to late 30s) while preparing a lecture on shopping. He explained that China’s Wanghong (網紅), who generates sales of 4.5 trillion won per person, is an example of how personal influence directly leads to consumption. He emphasized that an era is approaching where shopping hosts, who add fun and personality to shopping, are gaining more attention than the products themselves.

The flagship products of the global company 3M are Scotch Tape, Post-it Notes, and scrubbers. Dr. Lee started his career in 1982 as a sales representative at 3M Korea, beginning with scrubber sales. The year after joining, he became the top seller of scrubbers within the company, and at age 39, he was appointed CEO of Imation Korea, a subsidiary of 3M. Since then, as a marketing expert and author, he has been very active. Now, after 38 years, he is challenging himself to become the top seller again as a mobile shopping host. Dr. Lee explained, “Live commerce, based on communication and fun, has turned shopping into play and culture. I was curious about how I could apply the sales techniques I learned in the face-to-face era to non-face-to-face platforms and how much empathy I could generate, so I decided to challenge myself as a shopping host.”

Dr. Lee applied to become a “Gripper” (mobile shopping host) on the live shopping platform Grip. Although the application form stated that only those born in 1970 or later could apply, he wrote, “I was born in 1956” and was accepted. He defines a shopping host as a “shopping explorer.” Dr. Lee said, “If mobile shopping hosts do not build their own brand, they will only repeat simple labor. I plan to act as a guide and explorer who carefully points out details in real time so that sales broadcasts can be enjoyed like a journey.”

His first product to sell has already been decided. Debuting with the filter shower from the small business Dailychai, Dr. Lee has been using the product for a month before the broadcast. “It is my duty to buy and use the product myself, thoroughly understand its features and advantages, and convey them to consumers,” he said, showing a professional attitude as he explained the product.

He said he wants to become someone who promotes small business products struggling due to the recent impact of COVID-19, using Dailychai’s filter shower as a starting point. Dr. Lee advised, “In the past, opening a store in a good location guaranteed success, but now that has become a fatal disadvantage. Small businesses and merchants must pioneer new sales channels and marketing in the untact era through online platforms such as digital stores and live commerce.”

Facing a new chapter in life and a new challenge, Dr. Lee plans to donate all the profits he earns from his shopping host broadcasts to Hope Friends, a Kia Foundation. “Through my youth experiences, I know well what hunger is,” he said. “Although it is small, the donation gives more meaning to my new life challenge.” He added, “I will focus on sales in the first broadcast and will surely stumble, but no one is perfect from the start. Maybe the first mistake will be even cooler. Please look forward to this grandfather’s live broadcast that evokes emotion and empathy.”

Dr. Lee holds doctoral degrees in Business Administration and Performing Arts from Kyung Hee University and Sungkyunkwan University, respectively, and completed a doctoral program in Design at the International Design Graduate School. He has served as an advisory member of the National Brand Committee, chairman of the National Tax Service Public Relations Advisory Committee, and president of the Seoul Brand Forum.

This content was produced with the assistance of AI translation services.