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Cho Hee-jin, representative of The Open Co., Ltd



The Open Co., Ltd exploited a blue ocean in the golf market.


According to 2012 golf-related data, Korea's golf industry has grown up as a huge one with an estimated market value of over 25 trillion won, a 4.7 million golfing population, and an annual golf-related spending of 23 trillion won. Amid this trend, a domestic golf brand has drawn attention, showing a rapid growth, despite the overall slow down of the recent golf equipment market.


The Power Korea met Cho Hee-jin, representative of The Open Co., Ltd, who is exploiting a blue ocean in the saturated golf market, and heard from him about how to succeed in start-up markets. 


While selling used golf clubs, he came to develop utility irons.


Graduating from Seoul National University of Science and Technology, representative Cho happened to meet a Japanese sponsor in 2002, who could provide for him used golf clubs, and then started the business.


With golf being popularized, golf populations sharply growing, and expensive foreign famous golf brands occupying the domestic golf market, the business for used golf clubs became a real blue ocean for him.

 

¡°After the business of used golf equipment, I paid attention to developing new golf products as the domestic golf market was already saturated. I thought I had to target customized, niche markets." he said.


Listening to complaints from his customers, rep. Cho started wanting to manufacture unexisting, but must-have items. Understanding even long-time golfers have difficulty handling long irons, he had got an idea: Golfers would be happy if they had a long iron with the length of a 9 iron that secures them longer driving distances.


Later, rep. Cho moved in the business incubator at Seoul National University of Science and Technology, to realize the idea, and went on researching on it.


¡°I tried increasing the club weight by adding lead to it, or adjusting driving distance by changing angles and weight to its head. Now, I am proud that the utility iron 'INOUT' is a short, 36.5-inch 9 iron, but secures you a driving distance of 180m." he added.


Using the utility iron club, launched Oct. 2012, you can attack the pin with chip shots from around the green; drive from fairways long distances that can usually be reached by 3 to 4 irons; get up easily on the green from fairway bunkers, over 140m away; secure enough driving distance, even during the recovery shot on fairways with severe undulations.


He is making an all-out effort to develop left-handed clubs, after the retractable golf practice range.


Recently, The Open is preparing to mass-produce the retractable golf practice range that can maximize space utility, and there has already been a rush of orders for the new product with two related patents, which is run on full-automatic, one-touch mode. This new-concept item is expected to sell highly well, targeted for school facilities, utility gyms, in-house welfare facilities, or home use.  


¡°Within July, we are going to launch left-handed clubs and clubs for women. Left-handed clubs sell less than right-handed ones, but I want to offer chances for all golfers." he said.


The Open is planning to expand its line-ups on a large scale for the latter part of the year. Ready-made goods will be classified into ones for men, women, left-handed, and official or non-official. Clubs for left-handed and women will be made only on order. In Sep., it will also launch clubs, upgraded from the existing items in terms of function and material. Manufactured for export, they will allow you longer driving distances than the existing utility iron clubs do. 


Rep. Cho, who has been a good role model for future start-ups, doubles now as chairman of the BI Occupants Association at Seoul National University of Science and Technology. ¡°Anyone with good start-up items and enthusiasm could get from the government information, services for mentoring and patent management, marketing, funds, etc. But you have to keep in mind that only innovative ideas aiming at niche markets will guarantee you success." he noted. 

 

Mr. Cho participated in the 2014 Golf Show held in KINTEX recently. There, he drew a lot of attention from consumers, overwhelming other famous golf brands, and revealed that soon, he was going to provide for major golfers The Open's products. He promised that he would keep focusing on 5-percent niche markets and develop golf equipment that helps golfers enjoy golf more easily.




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