Detailing is a term that refers to the work of maintaining and managing a car, and recently means ‘self-washing’. Detail emerged with the automobile industry in the early 1900s, and with the opening of the ‘mica’ era in the 1980s, it became a popular hobby and industry. Detail, which developed mainly in the UK, the US, and Japan, began to become popular in Korea through the COVID-19 pandemic.
Fireball (CEO Jang Jin-hyuk), a company specializing in detailing products, appeared like a comet when it launched the detailing brand FIREBALL in 2015. Fireball made a big splash in the industry as soon as it appeared. The products considering beautiful colors, unique scents, and usage patterns were enough to stimulate the emotions of consumers who are so addictive that they call themselves “car wash patients.” This is due to the continuous communication and development of products with consumers, such as holding “Home Coming Day” that invites consumers directly to the company and opening and operating YouTube channels.
Fireball is a subsidiary of Daelim (CEO Jang Sung-gil), a chemical company that developed and distributed optical coatings and other detergents. Based on its own technology, it has established a line-up of products such as coating agents, snow foam, cashews, glass cleaners, waxes, polish, wheel cleaners, and painting cleaners. The existing brand ‘Fireball’ has become a premium brand and has launched and operated ‘BINDER’ as a cost-effective brand line.
“Fireball” is evaluated as a brand that stimulates satisfactory performance and sensitivity by a studio that constructs foreign cars or super cars or by a specialized car wash. “Binder” has established itself as a so-called “God-Sung-Bee” brand that can be used by car wash clubs, beginners, and consumers who enjoy car washing as a hobby.
Based on CEO Jang Jin-hyuk’s belief in product development that both environmental and driver health should be considered, he also avoided stimulating raw materials and focused on eco-friendliness by manufacturing neutral products rather than alkaline products that can corrode vehicles.
CEO Jang, who had been continuing his business stably, suggested that he aim to enter the global market to leap to a bigger stage starting in 2022. And as my first step, I chose to participate in a famous international exhibition. Of course, CEO Jang had to invest at least 200 million to 300 million won every time he participated, from renting a large exhibition booth to transporting products to display at the booth, and holding various events, so he thought a lot about deciding to participate in the global exhibition. Fortunately, the Small and Medium Venture Business Corporation’s export voucher support project was able to provide support for the cost of participating in the exhibition and international sea transportation costs for export. In other words, the heavy vacuum became a strong supporter who solved Fireball’s troubles.
CEO Jang participated in the global exhibition in earnest, starting with the 2022 SEMA SHOW, the world’s largest automobile goods fair, through export vouchers. The following year, it also participated in the “2023 SEMA SHOW” held in Las Vegas, USA, placing its products from solid wax to glass film coating agents in front of the large-scale booth. CEO Jang also held events to manufacture detailed goods himself, drawing great response from visitors. Fireball achieved satisfactory results as it received attention at the exhibition. Polish buyers, who operate a detailing shop, are satisfied with the experience of constructing themselves at the exhibition site and expressed their intention to import a $60,000 glass film coating agent in February this year. In addition, the Japanese buyer suggested an initial volume of $120,000 and a local distributor of the brand ‘Fireball’, saying that it fell in love with the excellent water repellency and beading of Waterwax.
In addition, the “Global Small and Medium Business 1000+ Project,” which was supported along with export vouchers, helped Fireball manage its funds smoothly despite external factors such as rapid exchange rate fluctuations with practical financial benefits such as support for export credit guarantees and insurance premiums, preferential guarantee limits, exchange rates and reduction of foreign exchange fees.
Compared to two years ago, when it presented its vision to grow exports and leap to become a “global top tier,” Fireball is already earning 40% of its total sales overseas. Exports more than doubled from $708,900 in 2022 to $1,456,400 in 2023. In particular, it is evaluated that the “Fireball” brand has risen to the point where it can be compared to any other brand in the world. CEO Jang said, “This year, we plan to expand our sales to new markets such as South Africa, Mexico, and Mongolia that have not been turned away.”
[source: MAEIL BUSINESS NEWSPAPER]
