#Interview
2017.09.08
Lee Woodong, the head of Amorepacific Luxury BU
Interview with executive members to share the vision of leaders and promote smooth communication between teams/groups
"It's fun and I like it."
He walked up to the makeup artist who was tense at the prospect of doing makeup for her boss and extended his hands to the photographer after the photoshoot. This gentleman who kept a full smile for an hour-and-a-half long interview and maintained his great posture in front of the camera is none other than Lee Woodong, the head of Amorepacific Luxury BU and the interviewee of the day. Let's look at the story of Lee Woodong, a man who shines brightly and with such dignity, ease and grace of manner.
"I love this hairstyle and makeup."
He walked up to the makeup artist who was tense at the prospect of doing makeup for her boss and extended his hands to the photographer after the photoshoot. This gentleman who kept a full smile for an hour-and-a-half long interview and maintained his great posture in front of the camera is none other than Lee Woodong, the head of Amorepacific Luxury BU and the interviewee of the day. Let's look at the story of Lee Woodong, a man who shines brightly and with such dignity, ease and grace of manner.
Q. Hello, Mr. Lee. You worked in door-to-door sales for a long time before you came in as the head of Luxury BU this year. Could you tell us how your work has changed after relocation?
The Luxury BU has six divisions encompassing cosmetics, health foods, door-to-door sales and department store channels, as well as global business. Coming in to this new environment, I faced a range of new experiences, which have really kept me on my toes.
In recent months, I have spent much of my time studying brands and products given my responsibility for the Luxury BU. I have also talked a lot with members about our view of customers and ways to improve the customer experience and the rapidly changing retail channel, along with the current changes in Chinese and global markets. Last year, I was focused on Korean channels, particularly the door-to-door sales channel, but it's time to put customers and brands into perspective and think more broadly.
Q. How do you promote efficient communication within the Luxury BU where there are so many brands and channels?
Brand managers and channel managers under the Luxury BU hold a monthly Brand Channel Convergence Meeting. This is a chance to discuss the issues facing each brand and ways to solve them. Having all channels and brands together in one place, we can handle things at once. Through synergy between brands and channels, we are able to extend the customer experience.
Q. In rough times years go, Amorepacific did everything it could to welcome change. Such change has included the doctrine of Unlimited Liability and the new door-to-door sales system. Nearly 20 years have passed since then and we are facing difficulties again. What does the Luxury BU do to overcome this difficulty?
First, we work on innovative products. From the advent of millennials to omni-channel and the Fourth Industrial Revolution, we are seeing the greatest changes in the market. And the Luxury BU is preparing new products in line with the latest trends and changing customer needs. Based on our experience of bringing innovative products to the market such as Sulwhasoo First Care Activating Serum EX, HERA BLACK CUSHION and VITAL BEAUTIE Ginseng Extract Ampoule, we work closely with R&D Center, SCM, design and all departments involved to make reputable, high-quality products.
Second, we are going digital. The traditional ads that directly speak about goods do not work for millennial consumers. That's why the Luxury BU is looking into the most effective ways to communicate with millennials and provide a better shopping experience. Our study also considers the message that each brand should give their customers and develop contents that are more truthful to really connect with customers.
Lastly, we continue to experiment to improve the overall customer experience. As part of such efforts, our new business center is under construction and once it is completed, it will help customers better understand the door-to-door sales business and freshen up the overall image of the business. In this new clean building, customers will be able to get a taste of the door-to-door sales business and products. The department store channel is actively responding to many changes in the retail market. It is opening counters across department stores located in urban areas and roadside shops.
Q. What is the 2017 goal of Luxury BU?
The 2017 goal of Luxury BU is to release and promote innovative products. Time has passed and it's difficult to make products that can achieve sales of KRW 100 billion as in the olden days. That's because there are too many channels and the needs of customers are changing quickly and easily. But, if we continue to develop products worth KRW 10 billion, one after another, they will someday turn into innovative product selling up to KRW 100 billion, one after another. Through thorough preparations and reliable contents, we will make sure to plant the seed for innovative products.
Q. It is said that you take such loving care of Luxury BU and remember the names of every member of the BU. Please, share your vision for the Luxury BU.
From earlier this year, I have had lunch with 4-5 members of each team. And what I have learned after months is that we still do not have a fully flexible or horizontal organization. I try to spend time with members and have lunch together whenever possible, keep reports to a minimum and focus on supporting well-informed communication. I also talk directly to members about their work and send e-mails to say hello, and sometimes receive replies.
I want the Luxury BU not to be overly formal or vertical, but flexible, agile and willing to challenge ourselves. This requires compliments, encouragement, respect and mutual care. Leaders such as myself must take the initiative to make a change in order that the organization as a whole changes. It will not be easy, but I will continue to work hard as I have always done.
Q. "It's my 10th year at work and many thoughts whirl around in my mind. Please, share your philosophy and principle toward work."
(Question by a member of AP collected before the interview)
You must have many thoughts about both family and work. It can be difficult to separate work from home, but you'd better do so. Only by then will you be able to keep a balance between work and family. How about keeping your phone off on your way home after work to have some time for yourself. You see, we are living in such a busy world that sometimes it can seem like we cannot even afford to think.
Q. What's the most memorable moment after joining Amorepacific?
I worked at the door-to-door sales office for nearly three months after joining Amorepacific and I still see the Amore counselors I saw at that time through books and video. This reminds me of how meaningful our business is.
Q. What would you say would be your darkest point in your career and how did you get out of it?
(Question by a member of AP)
2013 was a very rough time for Door-to-Door Sales Division. But our members, CEO and counselors showed me the right way to go. At that time, I went around the whole country for 3-4 months, met people and was heartened by their words. I'd like to take this chance to express my thanks to every member of the Door-to-Door Sales Division for their hard work and trust in me.
Q. AP Minds are the code of conduct that every member of AP must follow. Which of the 10 AP Minds is your best and which is your weakest?
I must keep all 10 AP Minds in mind and practice them, but if I must choose, I would say 'Who Am I Becoming.' Both customers and products are important in business, but I think a firm belief in ourselves and our identity are really the most important keys to success. We feel fulfilled and happy seeing ourselves growing and improving, and such happiness will make our attitude toward customers more loving and caring.
My weakest is 'Think More, Question More.' I believe in the power of asking questions. I know I still have a long way to go, but I am doing my best to ask more questions and be a more empathetic listener. To be good at asking questions, we must first focus our attention to the other. By asking questions, we will be able to open the other's heart to us and learn something new. In other words, asking questions is a way of creating an open culture. And to make Luxury BU more open and connected, I will think more and ask more questions.
Taking a new job can be challenging, but it is also a welcome spur for Lee Woodong, a seasoned leader full of passion. He knows that leaders must first change along the current of time to help organization change and grow, and certainly acts upon it. His positive energy and work experience paves the way for the rise of Luxury BU.
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