KCC Expands Communication with MZ Generation Dealership Owners

KCC held a 'Young Professional' workshop with representatives of dealership owners in their 20s and 30s.

KCC announced on the 31st that it held a 'Young Professional Workshop' with young business owners in their 30s among its paint dealership representatives.

This workshop was organized to support and encourage the new beginnings and challenges of young leaders. Over the course of July, about 50 dealership representatives in their 30s to early 40s from across the country were invited to participate in a 2-day, 1-night event held at KCC's Central Research Institute, Anseong Plant, and Jeonju Plant No. 2.

During this period, attendees shared KCC's corporate vision and values, experienced new products, received training on the K-SMART system, learned about best practices from outstanding dealerships, toured the research institute and factories, and had time to communicate with company officials. The AI-based color design program, K-SMART system training, was well received by MZ generation (Millennials + Generation Z) business owners who are relatively familiar with AI environments such as ChatGPT, as it enables quick response to the rapidly increasing market demand for small quantities of diverse colors.

As the paint market shifts to water-based paints with almost no harmful components, they are recognized as eco-friendly products, and paint usage among younger generations seeking unique interior designs is increasing. KCC is conducting various marketing activities targeting the MZ generation. These include YouTube advertisements featuring models like Gian84 and KCM, as well as artwork and pop-up stores in collaboration with Mashimaro, a native Korean character returning for the Year of the Rabbit.

The company also views the rise of young business owners who can empathize and communicate with young customers across the paint dealership industry as an important factor. Through close interaction with these emerging next-generation industry leaders, KCC plans to continue efforts to expand its product competitiveness and enhance brand loyalty.

Yang Jeongmok, CEO of Han Jin Paint Trading Company in Seoul, who attended the workshop, said, "It was a workshop where I could draw a blueprint to lead my business by harmonizing my own sensibility, market insight, and the system of a large company like KCC." He added, "The strongest satisfaction came from building a strong bond through communication with representatives of similar age."

Seongsu Ham, Executive Director of KCC's Paint Business Division, said, "We expect the passion and challenging spirit of next-generation management leaders to demonstrate dynamism in the rapidly changing business environment through this workshop." He added, "We will continuously communicate with young representatives to build a network where both KCC and dealerships can coexist."

KCC strengthens partnerships by holding win-win seminars annually with architectural paint dealerships nationwide. Even during the COVID-19 period, it conducted non-face-to-face seminars, fostering strong bonds between headquarters and dealerships, as well as among dealerships, and providing a platform to share industry information.

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