Shedding light on 'Dr. Frog's Reverse Management System' pioneered by Kwang-seok Kim, Chairman of Charmzone Cosmetics, who has attained success after two failures and two successes over the past five decades
The author who was one of the most successful pharmacists and skin pharmaceutical products specialists experienced a turning point in his life when selling medicine he produced to other drugstores happened to violate the healthcare law. His mistake out of legal ignorance cost him a small fortune. However, it led to the formation of Charmzone Cosmetics, which he launched in an attempt to make up for his big mistake.
Established in 1984 as a manufacturer specializing in basic skincare products, Charmzone Cosmetics has created a series of success stories with an exclusive focus on basic skincare products and expanded its global presence to over 20 countries worldwide today. The company reached annual revenue of two billion won from the Chinese market in 2013 and had its products selected as duty-free onboard items for four major Chinese airliners.
In 2014, the company was named a winner of the Jang Young-Shil Award, the most prestigious science award in Korea, and was awarded the Best Seller Award by QVC Home Shopping Company in Japan for five consecutive years, solidifying its position as a quality skincare product manufacturer. This memoir outlines the 27 categories of the "Reverse Management" principle that Gwang-seok Kim has learned through a series of successes and failures throughout his entrepreneurial experience.
Story of successes and failures for 16 years, and the story for 14 years thereafter of of 'Dr.Green Frog', who is now ready for another forward leap on the global stage.
The first edition of this book was published in 2000. It describes the phenomenal 16-year history of the company since its establishment, which includes record-breaking growth of 300% in the first five years of foundation, making its debut in the Japanese market in 1992. Charmzone was the first domestic skincare product producer that provided tax-free products onboard for Korean Air and Asiana Airlines in 1994 and 1995, and a remarkable growth by hitting the five billion won mark in annual revenue in 1999. The fact that what’s behind the extraordinary growth of Charmzone was the ‘Green Frog ReverseManagement System' that thinks out of the box in all areas of administrative management, including product development, advertising and marketing,and classification of various corporate strategies into 21 categories triggered much public interest.
For the past 14 years after the publication of the first edition, Charmzone Cosmetics experienced a series of challenges but managed to continue its success story. In particular, its products have created a great sensation in over 20 countries worldwide, including Japan and China. The second edition will shed light on what has happed during that time and how the company has overcome challenges in particular, how the company has pioneered foreign markets through the ‘Reverse Management System' of the green frog doctor and shared its success.
[Success is Achieved When it is Share]
Foreword_A book to show the Russian youth who have set out to pioneer their future
Mikhail Bondarenko (Russian Trade Representative)
In publishing the revised edition_A new message to readers across the world
Preface_Success is not a choice. Only the road to success exists
01 Poverty motivates you to hope and dream.
This is where it all starts
| Master the art of generosity |
02 The keys for hope can be found anywhere.
We just fail to find them
| Challenge yourself |
03 Follow your heart
| Yearn for success as if you had nothing to lose and everything to gain |
04 Don’t concern the competition.
The product will speak for itself
| Develop your abilities |
05 Discover what is missing in the world.
Then you can be happy
| Never be satisfied |
06 Mix, shake and create something new.
The world is constantly changing
| Don’t be afraid to fail |
07 A true leader will initiate change through one’s success
| Master the art of change |
08 If you eat rice cakes quickly, you will have indigestion.
You have to learn patience
| Master the art of patience |
09 Don’t seek customers. Make the customers seek you.
This is the soul of the product
|Be persistent |
10 If you are not the first, then strive to be the best.
Believe in yourself
|Be the master of concentration |
11 If your product is not unique, discard it.
If your advertising is not innovative, then your product will not be innovative
| Master the art of strategy |
12 We will be successful only with the cooperation and loyalty of our consumers.
Success is achieved when it is shared
| Master the art of innovation |
13 CEOs must be specialists
| Master the art of self-development |
14 Iron gets harder the more it is hit.
It must be hit to become stronger
| Master the art of the game |
15 A boss must have a maternal instinct
| Master the art of learning |
16 Instill a sense of ownership in employees
| Master the art of spirituality |
17 Every crisis offers clues for success
| Master good habits |
18 Hold a knife’s handle carefully, as if you are holding its blade
| Master the art of branding |
19 The world is constantly changing.
Discover new distribution channels
| Master the art of faith |
20 Become the driving force of success.
Accumulate resources for the products to lead you to success
| Master the art of preparation |
21 Business management is an art.
See the big picture
| Master the future |
22 After the deepest valleys come the highest mountains.
Obstacles are the best stepping stones to success
| Master your past |
23 Focus on the basics and evolve continuously
| Master the art of evolution |
24 Discover what others have not yet discovered
| Master the art of originality |
25 Deeply move the customers, and you will hear the echoes of your actions
| Master the art of stories |
26 Accomplish benign success, and naturally you will become strong
| Master the art of sharing |
27 Life is like exploring a cave: you must get bend down as low as possible and lead the way
| Master the art of hope |