Success for Samsung’s Man in Nigeria

Selling cell phones, TVs, air-conditioners, and refrigerators-

When Yoo Jeong-geun (39), current branch manager of Samsung Electronics Nigeria (manager level), first set foot in Nigeria last April, the “black land” spread out in front of him was bleak.

As soon as he stepped outside the airport, which is patrolled by security policemen with hardened faces, beggars crowded around him for money.

‘Is this indeed the land of opportunities I’ve been looking for?’

He worked abroad marketing excavators at Hyundai Heavy Industries, and entered Samsung Electronics in 2001. He volunteered to go abroad to work in Nigeria. Thus he became the first ‘one-man resident worker’ at Samsung’s Nigeria branch, the sixth Samsung branch in Africa.

We interviewed Yoo through an international phone call. The amount of sales he brought in last year was 55 million dollars, and he is expected to bring in 100 million dollars this year.

When asked his know-how in the pioneering of the African market in mobile phones, TVs, air-conditioners and refrigerators, he answers, “Africans have a lot of compassion like Koreans do, so I try to have a lot of close relationships with them.”

13 million Nigerians subscribed for mobile phones-

In the commerce city of Nigeria, Lagos, there is an IT products specialty center called ‘Computer Village.’ With its 1,000 small shops, it looks similar to Korea’s Yongsan Electronics Center.

Here, Yoo is called Mr. Yoo. Before, he visited the center whenever he had the chance to secure good dealers, but now, the shopkeepers ask for him first.

His face in the picture we received by e-mail was a bit dark. When asked whether his skin color was naturally dark, or it became tanned after he went to Africa, he laughs, saying, “My face wasn’t this dark before.”

The number of mobile phone subscribers, which was a mere 500,000 in 2000, increased dramatically to 13 million last year. This means the number of subscribers has increased to 10% of the 130 million population.

Since the gap between the wealthy and the poor is big, recycled and assembled phones of under 50 dollars, and phones over 400 dollars for those who became rich on ‘oil money’ are both being sold.

Yoo says, “Forget the ‘bushmen’ in the movie “The Gods Must Be Crazy” who become surprised and run about in confusion because of a Coca-Cola bottle. There are some people who buy a new cell phone every 6 months.”

“Made in Korea” products in every home-

He visits the happy and sad events of Africa’s ‘potential customers, such as famous celebrities and the rich, to present color TVs. He also visits the birthday parties of children held in hotels, to mingle.

To hold out against Chinese companies using low prices as competitiveness, such as the Haier Group, he plans various events such as fortune lottery events.

Yoo says, “Africans have the politeness of paying respect to elders, and a kind disposition. It fits well with the Korean type of marketing.”

He has also experienced many hardships, such as working by the light of his cell phone when the electricity went out, or when an African woman took his cell phone, protesting, “Why are you taking my soul?”

Still, he feels happy when he sees the smiling faces of people bringing bundles of money to buy electronic products. In Africa, credit cards can still be used only in a few hotels.

“Currently in Africa, supply is making the demand. If I try, I’ll be able to succeed. I’ll get ‘Made in Korea’ products in every home.”

kimsunmi@donga.com