When digging a well, dig it properly

# When digging a well, dig it properly.

You probably have several umbrellas at home. While in the past umbrellas were mainly functional for keeping rain away, in recent times they have become part of fashion and even luxury items, riding on the popularity of golf sports. In this context, there's a company called Dusukha who produces high-end umbrellas priced at tens of thousands of dollars.

In the 1980s, umbrellas were a major export item for Korea, with over 600 umbrella manufacturers in the Daegu region alone. However, cheap Chinese imports have now almost entirely taken over the domestic market. Instead of competing with low-cost Chinese products, Dusukha decided to focus on quality and technology, becoming the only domestic manufacturer of high-quality umbrellas, growing steadily for the past 25 years.

They use advanced fiber-reinforced plastics typically found in golf clubs or fishing rods for umbrella frames to enhance durability and reduce weight. Additionally, they were the first in the world to eliminate the latch mechanism, improving appearance, safety, and durability. Marketing was a challenge, but an opportunity arose when they supplied luxury umbrellas to Mercedes-Benz Korea, leading to popularity in the high-end automotive and financial gift markets, becoming a driving force for growth.

Despite attempting to apply for government research and development funds, they found the conditions too stringent and instead focused on self-funded technology development. The key to Dusukha's survival and growth has been their relentless spirit of innovation.

Feeling preoccupied with rumors about making money? If you dig a well properly, you can drink water that never runs dry. #When #digging #well #dig #properly

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