[A Wholesaler's Daily Life] Interview with a 24-year-old CEO of wholesale business who entered the Chinese market as well as the Korean by improving product quality

Q. Please introduce yourself.

I'm Wooseok Jang, the CEO of the brand Mellor operated at APM Place in Dongdaemun.

Q. How long have you been running a wholesale business in Dongdaemun?

I opened my store at Dongdaemun APM Place on August 23, 2000. I remember the date clearly because it was the day the APM Place building officially opened. Before that, the center of wholesale was Namdaemun. Even though Namdaemun’s infrastructure was well-developed, the demand started shifting toward Dongdaemun.

My father originally sold yarn at the Namdaemun General Market, and I followed in his footsteps. However, I became interested in clothing manufacturing and decided to start my business in one of the newly built wholesale malls in Dongdaemun.

Q. I assume there were initial challenges when moving into a newly opened building. What was your experience like?

As a newly opened shopping mall, it was difficult to attract customers. While other buildings were bustling with business, ours remained quiet. I also had no existing network in Dongdaemun, so it felt overwhelming. I even questioned whether the fashion industry was right for me, but I decided to give it one last try.

I looked through my wardrobe and found a duffle coat that I truly loved. I decided to design and produce my own favorite clothes, carefully selecting the fabrics and materials myself. I launched a high-end duffle coat, offering a product with quality and design that didn’t exist in the market, and priced it at more than double the regular price. Despite the high cost, retailers recognized its value, and stores in Hongdae prominently displayed my products.

Sales gradually increased, and within six months, the business stabilized. I’ve been running a wholesale business in Dongdaemun ever since, for 24 years now.

Q. I've heard you also expanded into the wholesale market in Guangzhou, China.

As the duffle coat gained popularity, sourcing fabric became increasingly difficult. While searching for fabric suppliers, I visited the Guangzhou market and learned more about the Chinese market.

In 2003, I happened to visit China and was amazed by its population and consumer base. A month later, I packed my bags and went to Guangzhou, initially planning to stay for two weeks on a 1.5 million KRW budget. However, I ended up staying for a year.

For three months, I researched Guangzhou’s fabric markets and manufacturing factories, while receiving orders through contacts. My first product was an immediate success. I’m the type to solve problems directly, so I learned Mandarin on my own, overcoming the language barrier within a year.

In February 2004, I became the first Korean to officially open a store in Guangzhou’s wholesale market. Back then, it took six months for fabric orders to be delivered. I introduced Korea’s “bbali bbali” (hurry-hurry) culture to halve the production timeline to three months and expanded the manufacturing infrastructure. Chinese wholesalers began learning from Korean wholesalers.

Korean entrepreneurs gradually started entering the Guangzhou wholesale market, and later, people from APM opened the ‘Pumyeong’ mall there. Since I was involved in this process, I’m considered part of the first generation of entrepreneurs who ventured into Guangzhou.

Q. How has Sinsang Market impacted Dongdaemun?

The biggest change Sinsang Market brought to Dongdaemun’s wholesale scene is the creation of an online marketplace beyond offline sales. Now, even wholesalers are becoming more interested in online sales.

Ten years ago, when Sinsang Market first launched, the offline market was dominant, and I thought of it as just another service. However, as times changed and the shift moved toward online, my brand, Mellor, started uploading products on Sinsang Market five years ago. Every Sunday night, we photograph new products and upload them to Sinsang Market as quickly as possible.

For retailers, it’s extremely convenient as they can check out new arrivals without physically visiting Dongdaemun. The platform has made the wholesale market more accessible, leading to the emergence of younger retailers, which I view as a positive change.

Q. What advice would you give to beginners in the fashion retail business?

In the past, running a fashion business required long hours around the clock, with people personally checking new arrivals and making purchases in the night market. It was a challenging time.

Nowadays, even with a smaller start-up budget, it’s much easier to check out new arrivals through online platforms. It’s incredibly convenient.

For new entrepreneurs, I recommend familiarizing themselves with trends by browsing products on Sinsang Market. After reviewing the products online, you can visit the Dongdaemun market to experience and make purchases in person. This method will help you quickly find your own style and position in the market.

Whether in wholesale or retail, building your own brand is the most important thing. Observe a variety of products and gather feedback from customers to find the key to success.

Q. What does 'Dongdaemun' mean to you?

Dongdaemun is like a playground to me. Since my early 20s, I’ve never looked elsewhere. Even when I ventured into Guangzhou, my base was always Dongdaemun. It’s where all the joy and sorrow of my life have unfolded, so Dongdaemun is a comfortable and enjoyable playground for me.

It’s the place that has given me the greatest joy in life, and even now, I genuinely enjoy making clothes here. Going forward, I want to expand this playground by connecting Dongdaemun with Sinsang Market, making it a bigger playground for everyone. I hope to spread the value of Dongdaemun globally.