Gottmann CEO Cha Chan-young, "We will become a high-end kitchen mate who will make K-Kitchen a reality"
2024-02-12 14:00
Following the popularity of K-food in the rapid flow of communication based on SNS, there is a company that shows the skills and ambitions of K-kitchen. It is the kitchenware brand 'Gottmann'.
Gottman is a product that CEO Cha Chan-young, who acquired the brand from Sweden in 2015, renewed and launched with the slogan 'High-End Kitchen Mate', and was shown to the public in 2019 with a 100% Tritan airtight container.
Gottmann has grown significantly since entering the Choi Yura Show at Lotte Home Shopping in 2021, and is expanding its product line to include 36 types of cutlery and 6 types of frying pans, as well as stainless steel containers and pots, including the recently launched new airtight container 'Neo Crystal'.
In particular, it is attracting attention by increasing its brand value by leading word of mouth and SNS trends among the public as well as large influencers and famous celebrities through active communication with consumers, as well as partnerships with leading leading domestic leading small and medium-sized manufacturers based on high-end product planning and design.
-It is famous for being a product that housewives in Cheongdam-dong want to try.
▲ With the goal of 'world-class Korean kitchen luxury', it is according to market competitiveness and ripple effects. The low-end or universal price range market occupied by large kitchen brands has a wide range of customers, but as they pay attention to mass production and individual unit prices, there may be limitations in terms of design and functionality. On the other hand, the premium market can produce and supply products in line with trends such as single-person households and SNS, so if there is sufficient competitiveness, it can be established not only in Korea but also overseas.
-How do you ensure quality in line with the premium strategy?
▲ It focuses on three main directions: design, quality, and customer customization. First of all, in terms of design, I try to find attractive points based on personal SNS and market trends, and then commercialize them. In terms of quality, it raises the level of products by intensively securing not only the best materials but also related patents for products that
consumers are familiar with and can conveniently access. At the same time, it is focusing on flexibly accepting the voices of customers delivered through various channels, including online, and increasing the credibility of the Gottman brand.
-As in the consumer area, how do you collaborate with partners, which can be said to be brand-based?
▲That's right. The Gottmann brand, like famous overseas IT companies, has a structure of discovering and collaborating with manufacturers or small and medium-sized companies with original technology or patents based on the product proposal we planned. At this time, communication is essential to maintain the identity of the brand. From product planning to the production stage, which stems from communication and marketing with consumers, we actively cooperate with mid-level partners such as Comex and Chefline. As a result, not only the product level is maintained, but the lineup expansion is also flexibly achieved. In particular, as a virtuous cycle ecosystem is established that can apply high-quality technologies that are being sold due to cost issues, the trust of customers and partners is also increasing.
-Along with department stores and home shopping, various marketing activities such as online and influencers stand out.
▲ This is in line with the recent communication moves of consumers. Gottman's online communication using G&T Global's network is not only a simple product distribution, but also responds smoothly to customers' thoughts and reactions. In particular, the recent communication with active influencers was made as GORT's premium value was settled in the market to some extent. There are some parts that we appeal to, but more than that, a lot of influencers inquire. Among them, we cooperate with people who communicate well and fit our vision. This creates a virtuous cycle effect that increases brand value along with a significant increase in sales.
-I understand that you will emphasize global expansion more this year.
▲ Along with exports to Japan, we are about to sign a contract with a local department store, and we are also operating an official mall on Amazon in the United States. In addition, it is preparing for local export along with the recent inspection of the consumer goods exhibition Ambiente held in Frankfurt, Germany. Unlike Korea, which has a lot of pickles and soups, airtight is the norm, and Europe and the United States have slightly different consumption perspectives such as storage, capacity, and heat resistance, respectively, but there is a possibility that it will succeed with high quality and flexible responsiveness.
-What are your plans for the future?
▲ Based on customized product planning and approach through communication with customers, I think we are growing into a premium kitchen brand that leads collaboration with manufacturers with good technology. I would like to continue to cooperate with small and medium-sized businesses like this and serve as the vanguard of K-Kitchen.