30 million won for one Instagram photo?
The world in social media (SNS) or YouTube is like a different world.
If you want to have a great body like a celebrity, you have to take 'enzyme' regularly, and you have to put 'massage pack' on your face to have a clear skin color.
In addition, the Internet world tempts us to constantly purchase 'products' to become prettier and healthier.
Stars who use themselves as a publicity tool and are active online as a medium are called 'influencers'.
As the public awareness of influencers expands, their influence is no less than that of celebrities.
Rather, these days, celebrities also work as 'influencers'.
According to a fashion marketing official, a well-known influencer or celebrity receives a minimum of 10 million won and a maximum of 30 million won on the condition that a photo of a sponsored bag is posted on social media.
In the case of paid advertising on YouTube, there are many cases where the cost of more than 50 million won is executed depending on the content.
'Celebrity boss' Kang Min-kyung's success and crisis
Davichi's member Kang Min-kyung (32), who debuted 15 years ago, is a representative celebrity influencer.
It has been a long time since the number of subscribers to the YouTube channel he runs, 'Gyan Ming Kyung', has surpassed 1.2 million.
Kang Min-kyung was so successful on YouTube that she won the grand prize in the 'Celebrity YouTuber of the Year' category hosted by an organization last year.
Using the success of YouTube as a stepping stone, Kang Min-kyung launched a clothing shopping mall in May 2020 with a capital of 20 million won.
The shopping mall exceeded 3.45 billion won in sales in its second year of establishment, and last year the net profit of the shopping mall alone remained at 900 million won.
That's a steep growth for a small company with six employees.
It is evaluated that it would have been impossible without the celebrity Kang Min-kyung's recognition and steady marketing through YouTube and social media activities.
The dark cloud over Kang Min-kyung's business was due to a job posting at a shopping mall posted on her social media.
He posted an announcement that he was looking for a customer service (CS) representative to help explain and purchase products, but the condition was that he had more than 3 years of experience in the same field, but the annual salary was 25 million won.
According to the recruitment site, the company's annual salary fell short of the industry average of 36.94 million won, even though it was assumed that the intensity of work would be considerable, such as employees going to work at 10:00 am and working overtime.
Kang Min-kyung's shopping mall is said to have set a condition for a 3-month internship when hiring a web designer with 1-3 years of experience a year ago.
She has recently been criticized by many people for saying that the resignation rate for one year (12 months) is 52%.
In response, Kang Min-kyung explained, "It was a mistake by an employee who posted a job posting that offered an annual salary of 25 million won for experienced workers."
However, there was a great negative response, saying, "It is a cowardly excuse for a company that makes huge profits, with net income accounting for about 25% of sales."
Revealing daily life that has become a double-edged sword
Kang Min-kyung, who has been running a business based on subscribers and followers with purchasing power through YouTube and social media, faced a crisis due to a big variable of declining his external image.
It was YouTube that led to Kang Min-kyung's business success, but ironically, it was also YouTube that made her lose heart in just a few days.
Kang Min-kyung did not hesitate to exhibit the life of 'Young and Rich' who achieved business success at a young age in their early 30s.
However, this display of wealth came back as a 'boomerang'.
“Classic sensibility is cool,” said a 27 million won gas stove in the kitchen and released several millions of won tops and bottoms as a work look. A company that uses it as a look' followed.
In particular, newcomers to society suffering from job shortages or receiving minimum wage levels were very angry about Kang Min-kyung's management, and signs of a boycott are appearing on the Internet.
What is Kang Min-kyung's next choice, facing a crisis not only as a businesswoman but also as a celebrity influencer?
Kang Minkyung has changed
On the evening of the 11th, Kang Min-kyung issued a statement 6 days after being embroiled in controversy over a job posting.
First of all, Kang Min-kyung reiterated that the public notice, which offered an annual salary of 25 million won while hiring experienced CS employees, was an 'accident' caused by an employee's mistake.
She also explained that, while hiring a web designer with a 3-month internship, she had the same experience as well as a somewhat excessive condition, saying, "I listed a lot of unnecessary content ahead of my motivation in the early days of the company."
She corrected that the previously reported 52% employee turnover rate was even lower at 30.4%.
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