총 48페이지
33페이지 본문시작
Rendez-vous
ⓒSool-damhwa
ⓒSool-damhwa
▲ “DamhwaBox,”whichisdeliveredtosubscriberseverymonth.
▲ Trendyandclassy“DamhwaBox”isespeciallypopularamongtheyoung.
As for the hassle-free subscription and cancellation, we knew
The Argus: We would like to know more about the
a customer would find a way to unsubscribe if they no longer
implementation of the subscription service, how the
hadinterestinourserviceanyways.39,000wonamonthisnot
contentsofthepackagebundlecalled“DamhwaBox”
asmallfee.Wedidnotwanttomakeitdifficultforcustomers
isselected,andtheproductionprocessofthebundle.
Lee:Inthebeginning,noneofthefourfoundershadmajored
to cancel, which would create unneeded complaint. And plus,
in anything related to food or alcohol. Due to this, our first
perhapsanyonewhounsubscribescomfortablycancomeback
and foremost priority was learning about traditional Korean
at any time, comfortably. For this reason, we run with the
alcohol. We took part-time jobs at traditional liquor galleries
belief of providing our services to those that really want and
andgotsommelierlicensesataplacecalledtheKoreaGayang
needit.Intheshortrun,thesepoliciesmaydropourrevenues,
Alcohol Institute. We also entered a contest for traditional
butinthelongrun,weknowthatthisisbeneficialtousandwe
Korean alcohol. Most importantly, to run our service, we
willsticktothemwithoutchange.Ibelieveallthisispossible
tried various traditional drinks and wrote introductions and
becauseeveryoneatSool-damhwaprioritizestotheutmostthe
comments on each one. I think these efforts came together to
value of “creating honest and meaningful communication.”
becometheexpertisewehavetoday.
If customers receive products they do not want or feel happy
Every month, the “Damhwa Box,” is put together with a
with, would it not be difficult to communicate to us with
comprehensive consideration of various factors such as price,
good grace and to others their thoughts on traditional Korean
season, and the characteristics of an alcoholic beverage. We
alcohol?
mulloverwhetherapriceof39,000won(US$32)iseconomic
or not, and whether the beverages in the bundle are similar
The Argus: You communicate with your customers
to prior bundles. Then, we select the drinks based on our
throughcontentonYouTube,Instagramandthelikes.
considerations and the month’s theme, we make sure there is
What is the reason for establishing such platforms,
absolutelynoshortcomingsinquality,andwedistribute.What
and when you create content, what is a principle that
isspecialisthatwedrivehereandtheretomeettheproducers
youconsidermostimportant?
of our products in person. We get acquainted with them and
Lee: As I have mentioned before, we are “curators” to an
keep our communication lines open so that we get the right
unfamiliar type of alcohol. To make it so that traditional
drinkfromtherightsupplierattherighttimeandplace.
Korean alcohol does not feel old or difficult to grasp, we
thoughtitwouldbebesttoapproachouraudienceinafamiliar
way, showing our faces and letting them know we mean
The Argus: Sool-damhwa’s accommodation policies
well. At first, we actually did not reveal our faces and only
and your regard for your customers are impressive.
uploaded card-news style introductions on the beverages. But
What is it that makes Sool-damhwa implement such
we realized that it needs to be more fun and friendly, so we
consumer-friendlypolicies?
Lee: As we believe that as consumers are subscribing to a
expandedtouploadingvideos.Becausetherearesomanycool
service of a product they do not know well, their purchase
stories revolving the subject of “traditional Korean alcohol,”
could be encouraged by pricing the product in the bundle
weknewthatwewouldbemissingoutonalotofpotentialif
lower than its normal retail price. If we were to add a curator
we let it go. And “Sincerity” is our number one principle. We
premiumtoanunfamiliarproduct,evenIwouldnotbuyit.The
donotwanttodeceiveorexaggeratebutkeepupwithaclean
bargain-value “Damhwa Box” stemmed from such thoughts.
andneatapproachtoourconsumers.
31
MAY 2020
ⓒSool-damhwa
ⓒSool-damhwa
▲ “DamhwaBox,”whichisdeliveredtosubscriberseverymonth.
▲ Trendyandclassy“DamhwaBox”isespeciallypopularamongtheyoung.
As for the hassle-free subscription and cancellation, we knew
The Argus: We would like to know more about the
a customer would find a way to unsubscribe if they no longer
implementation of the subscription service, how the
hadinterestinourserviceanyways.39,000wonamonthisnot
contentsofthepackagebundlecalled“DamhwaBox”
asmallfee.Wedidnotwanttomakeitdifficultforcustomers
isselected,andtheproductionprocessofthebundle.
Lee:Inthebeginning,noneofthefourfoundershadmajored
to cancel, which would create unneeded complaint. And plus,
in anything related to food or alcohol. Due to this, our first
perhapsanyonewhounsubscribescomfortablycancomeback
and foremost priority was learning about traditional Korean
at any time, comfortably. For this reason, we run with the
alcohol. We took part-time jobs at traditional liquor galleries
belief of providing our services to those that really want and
andgotsommelierlicensesataplacecalledtheKoreaGayang
needit.Intheshortrun,thesepoliciesmaydropourrevenues,
Alcohol Institute. We also entered a contest for traditional
butinthelongrun,weknowthatthisisbeneficialtousandwe
Korean alcohol. Most importantly, to run our service, we
willsticktothemwithoutchange.Ibelieveallthisispossible
tried various traditional drinks and wrote introductions and
becauseeveryoneatSool-damhwaprioritizestotheutmostthe
comments on each one. I think these efforts came together to
value of “creating honest and meaningful communication.”
becometheexpertisewehavetoday.
If customers receive products they do not want or feel happy
Every month, the “Damhwa Box,” is put together with a
with, would it not be difficult to communicate to us with
comprehensive consideration of various factors such as price,
good grace and to others their thoughts on traditional Korean
season, and the characteristics of an alcoholic beverage. We
alcohol?
mulloverwhetherapriceof39,000won(US$32)iseconomic
or not, and whether the beverages in the bundle are similar
The Argus: You communicate with your customers
to prior bundles. Then, we select the drinks based on our
throughcontentonYouTube,Instagramandthelikes.
considerations and the month’s theme, we make sure there is
What is the reason for establishing such platforms,
absolutelynoshortcomingsinquality,andwedistribute.What
and when you create content, what is a principle that
isspecialisthatwedrivehereandtheretomeettheproducers
youconsidermostimportant?
of our products in person. We get acquainted with them and
Lee: As I have mentioned before, we are “curators” to an
keep our communication lines open so that we get the right
unfamiliar type of alcohol. To make it so that traditional
drinkfromtherightsupplierattherighttimeandplace.
Korean alcohol does not feel old or difficult to grasp, we
thoughtitwouldbebesttoapproachouraudienceinafamiliar
way, showing our faces and letting them know we mean
The Argus: Sool-damhwa’s accommodation policies
well. At first, we actually did not reveal our faces and only
and your regard for your customers are impressive.
uploaded card-news style introductions on the beverages. But
What is it that makes Sool-damhwa implement such
we realized that it needs to be more fun and friendly, so we
consumer-friendlypolicies?
Lee: As we believe that as consumers are subscribing to a
expandedtouploadingvideos.Becausetherearesomanycool
service of a product they do not know well, their purchase
stories revolving the subject of “traditional Korean alcohol,”
could be encouraged by pricing the product in the bundle
weknewthatwewouldbemissingoutonalotofpotentialif
lower than its normal retail price. If we were to add a curator
we let it go. And “Sincerity” is our number one principle. We
premiumtoanunfamiliarproduct,evenIwouldnotbuyit.The
donotwanttodeceiveorexaggeratebutkeepupwithaclean
bargain-value “Damhwa Box” stemmed from such thoughts.
andneatapproachtoourconsumers.
31
MAY 2020
33페이지 본문끝
메뉴
현재 포커스의 아래내용들은 동일한 컨텐츠를 가지고 페이지넘김 효과및 시각적 효과를 제공하는 페이지이므로 스크린리더 사용자는 여기까지만 낭독하시고 위의 페이지이동 링크를 사용하여 다음페이지로 이동하시기 바랍니다.