Cheongho "Customer Requests Are Top Priority... Finding Answers On Site"

Chairman Jeong Hwi-dong Urges Employees... Activating 'Field-Centered' Growth Engine
New Coffee Business Division Established Last Month... Strengthening Sales of Coffee Machines, Ice, and Water Purifiers

Cheongho Coffee Machine Ice Water Purifier Esprecafe

"The field comes first; all answers lie in the field." This is what Jeong Hwi-dong, Chairman of Cheongho Group, conveyed to the executives and employees. For new growth this year, the priority must be the field where customers are met and products are explained in global markets, as well as the field where these products are developed and manufactured. Cheongho Nice, the flagship company of Cheongho Group, also emphasized 'field-centered' growth this year.

According to Cheongho Nice on the 6th, Chairman Jeong urged, "All employees of Cheongho Group must prioritize responding to the requests from the field where they directly meet customers." This reflects the determination to focus capabilities on producing results in the field this year, building on last year's foundation of new growth created by consecutively launching differentiated products based on technological competitiveness.

Last year, Cheongho Nice released a series of products applying new technologies, such as the 'Coffee Machine Ice Water Purifier Esprecafe,' 'Untact Ice Water Purifier,' and 'Direct Water Ice Water Purifier Senita Super,' earning favorable reviews in the market. Sales of Cheongho Nice's ice water purifiers increased by about 30% compared to the previous year. Additionally, the 'New Hero Air Purifier,' featuring model Lim Young-woong, surpassed cumulative sales of 20,000 units, becoming a bestseller. Oh Jeong-won, CEO of Cheongho Nice, stated, "Through changes and challenges last year, we achieved meaningful growth across all areas including sales, account numbers, and brand awareness. Going forward, differentiated products and services, as well as differentiation in all fields, will be the foremost capabilities guaranteeing the company's future."

Based on this product competitiveness, Cheongho plans to fully activate its growth engine centered on the field this year. A representative example is the establishment of a coffee business division last month to promote sales of the Coffee Machine Ice Water Purifier Esprecafe. The newly established coffee business division will promote sales of Esprecafe products, increase capsule usage rates among existing customers, and lay the groundwork for future expansion of coffee-related businesses. This also reflects Chairman Jeong's commitment to the coffee business, having personally overseen the entire development process of the coffee machine ice water purifier.

Rapid support to empower the field is also a key strategy for Cheongho this year. Since door-to-door sales are the foundation, the company plans to continuously communicate with customers to understand their needs and take swift action, as well as quickly grasp societal trends to provide customer services. Chairman Jeong emphasized, "We will reestablish Cheongho's unique work processes that are different from before, faster, and more differentiated across all fields including development, sales, service, and administration."

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