[Vitamin SME] "The Power to Overcome the COVID Crisis: Business Diversification and Employee Multitasking"

<8> Rental Specialist Easy Networks CEO Park Gwan-byeong
Surge in Air Purifier Demand Due to COVID-19
Reassignment of Event Supplies and Multifunction Device Department Staff
"Training Since New Hire... Employment Stability in Crisis"

Despite facing management difficulties due to the novel coronavirus disease (COVID-19) crisis, there are small but strong companies overcoming the crisis by uniting labor and management as one. The source of strength enabling these companies to overcome hardships amid numerous environmental changes such as economic downturn caused by COVID-19 is mutual growth. They are enhancing competitiveness through various methods, including operating in-house welfare systems that help employees enjoy a happy work life and developing and investing in new technologies for sustainable growth. We introduce 'Vitamin Small Giants'?companies that invigorate by caring for each other and moving forward together toward common goals between management and workers.

Park Kwan-byeong, CEO of Easy Networks. Photo by Moon Hye-won

[Asia Economy Reporter Moon Hyewon] "The reason Easy Networks could succeed is because we have long pursued business diversification. We trained and educated employees in various departments from their entry-level days, so even in sudden situations like the COVID-19 crisis, we were able to efficiently reassign them," said CEO Park Gwanbyung, who runs Easy Networks, a comprehensive rental-specialized small and medium enterprise.

As the COVID-19 crisis spread, CEO Park has been busier than before. With increased interest in disinfection and sterilization, the air purifier business opened export routes not only in the domestic market but also overseas to Japan, the United States, and more. The ultra-large-capacity air purifier with a clean area of 3,300㎡ (1,000 pyeong), first introduced domestically in March last year, began to be supplied to multi-use facilities such as subway stations, bus terminals, and exhibition halls in Seoul and Busan. The new product 'UniQ Air Cure,' equipped with a photocatalyst filter that removes 99% of bacteria and viruses, has already sold 300 units to Japan, with an additional order of about 1,000 units expected by the end of this year. Four samples have also been sent to the U.S., and orders are anticipated soon. The laptop rental business is also thriving due to the activation of remote work and contactless businesses, with CEO Park stating, "We can't rent enough because of demand." Already, all 20,000 laptops owned by Easy Networks have been rented out. Easy Networks recently achieved annual sales of 15 billion KRW last year and aims for 30 billion KRW in sales by the end of this year.

CEO Park cites business diversification as Easy Networks' success strategy. Celebrating its 20th anniversary this year, the company started with computers and gradually expanded its product lineup to include ultra-large-capacity air purifiers, event equipment such as audio, video, and tents, office furniture like desks, sofas, and partitions, and multifunction devices, currently owning and renting out a total of 40,000 units. Its main customers are not individual consumers but corporations and public institutions, with about 8,000 clients secured.

Park said, "If Easy Networks had only handled event supplies, our sales might have taken a big hit this year, but based on 20 years of rich rental business experience, we were able to quickly read and respond to market and environmental trends. We changed our company name from Easy Rental to Easy Networks to pioneer other rental business fields by newly discovering industrial and medical equipment."

The company's business diversification is also directly linked to employee job security. When demand for ultra-large-capacity air purifiers surged due to COVID-19, Easy Networks transferred about 10 internal employees to that business department to strengthen the front line. These employees originally worked in the event supplies and multifunction device departments. The event supplies department was hit hard as performances and exhibitions stopped abruptly due to COVID-19, and the multifunction device business had to shrink as transactions decreased with reduced paper documents. Fortunately, these employees had been trained from their entry-level days in air purifier installation, filter replacement, computer IT skills, and after-sales service work, so they were able to rotate positions without resistance, explained CEO Park.

Easy Networks hired five new employees in the first half of this year and plans to recruit more staff in fields such as IT, computers, and air purifiers in the second half. Preparing for possible adjustments in social distancing levels due to COVID-19, the company is rapidly establishing a full remote work system. Especially, the sales support and management teams have been organized into two shifts to prepare for remote work, conducting simulations and improving weak points.

Large-capacity air purifiers developed and manufactured by this company are displayed at the headquarters office of Easy Networks located in Guro-gu, Seoul. Photo by Moon Hyewon, Asia Economy

The company is preparing for an initial public offering (IPO) targeted for next year or the year after. CEO Park said, "Our company motto used to be 'customer-centered,' but now it has changed to 'We must be happy for customers to be happy.' We are gradually expanding employee welfare to create a good workplace where people want to come to work." He promised, "If we go public, we will provide many benefits to employees based on their rank, years of service, and contributions to the company, rewarding them for their hard work."