Expansion of New Product Lines Including Flexpan
Increasing Sales Through Strengthened Online Sales
77 Employees Hired This Year Alone
Workers at the Happycall Busan Gimhae production plant are packing frying pan products for shipment.
[Asia Economy Reporter Kim Daeseop] Happycall, a company specializing in kitchenware and home appliances, is increasing new hires despite the management burdens caused by the novel coronavirus infection (COVID-19). By promoting various management innovations for continuous growth, such as new product launches and rebranding, it has created nearly 80 jobs since the beginning of this year.
According to Happycall on the 28th, the total number of employees working at the Busan Gimhae headquarters and Seoul office is 411, with 77 new hires this year. At the Seoul office, a total of 81 employees currently work in areas such as product planning (MD), product development, marketing, sales, and customer service, an increase of 27 employees compared to 54 last year. As the number of employees increased, the Seoul office, which previously occupied one floor, leased an additional floor in July for use.
In addition to managerial positions at the Gimhae headquarters, production staff hiring has also increased. The number of production workers at the Gimhae headquarters was around 229 last year but now reaches 247. The total number of Happycall employees decreased annually from 459 in 2017 to the mid-to-high 300s but has risen to 411 this year, showing an upward trend. Happycall plans additional hiring in sales, customer service, and production management fields not only in the second half of this year but also in the first half of next year.
The reason Happycall could significantly increase new hires despite the economic downturn caused by COVID-19 is due to demand for workforce expansion through new business initiatives, rebranding efforts, various new product launches and strong sales, strengthened online sales, and stable product supply from domestic production factories. When departmental staff replenishment is needed, recruitment is conducted on an ongoing basis.
Happycall steadily expanded its product lineup, focusing on the new 'Flex Pan,' and reduced the home shopping sales ratio, which was close to 90%, to about 40%. It increased sales by strengthening online sales in line with the untact (contactless) era. The diversification of distribution channels improved the profit structure.
Since last year, Happycall has actively pursued rebranding by establishing content development and production departments, strengthening customer management, and revamping the official online mall to align with the tastes and consumption trends of younger generations.
Happycall is entering a turning point with expected sales rebound this year. After recording 207.1 billion KRW in sales in 2016, sales declined annually to 143.3 billion KRW in 2017, 128.3 billion KRW in 2018, and 109.1 billion KRW last year, but this year’s sales are expected to increase by more than 30% compared to last year.
Park Soyeon, CEO of Happycall, said, "Although the increased number of employees this year brings a considerable burden of rising labor costs and other expenses, as a native kitchenware company, we are steadily hiring the necessary personnel at the Busan Gimhae production plant and Seoul office. Despite the reduction of jobs in the Gimhae industrial complex due to the economic downturn caused by COVID-19, we are increasing new hires in production positions."
Founded in 1999, Happycall has overseas branches in China and Taiwan and exports products to 20 countries worldwide.
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