MEETING MINUTES

Pelikan × Daewon CTS Meeting Minutes

Meeting Title Pelikan × Daewon CTS Global Partnership Strategy Meeting Date February 26, 2026
Location Daewon CTS (TCC Center) Author Performance Marketing Team, Sook-kyung Yang
Attendees Pelikan TRVL Visitor, Daewon CTS Sales/CM/Marketing Team
Key Discussion Points
  • Understanding Korean Market Structure
  • Premium Positioning Maintenance Strategy
  • Proactive logistics risk management
  • Exclusive long-term partnership groundwork
01 Daewon CTS
Business Capabilities 		Company Scale and Stability
  • Daewon CTS: Established in 1988, 244 employees
  • Annual revenue of approximately USD 580 million (as of 2025)
  • Two in-house logistics centers (Gimpo & Paju) with a nationwide distribution network, managing approximately 3,000 outbound shipments per month on average.
  • 3PL / 4PL, OEM, CTO, and logistics consulting services 
Major Global Brand Distribution
  • Exclusive distributor of global IT brands including HP, ASUS, Microsoft, AMD, Lenovo, and WD
  • Expanded partnerships with DJI, Xiaomi, NZXT, RheoFit, and Iflytek
  • Sole distributor of Microsoft Surface in Korea / Core partner of DJI / 85% domestic CPU market share for AMD
  • Launch of AI business and introduction of AICE training
  • Launch of Pelican TRVL distribution in 2025
📌 Emphasizes sufficient experience and execution capabilities in distributing global premium brands
02 Korean Market
Distribution Environment 		Market Segmentation
  • B2B (or B4B) : Enterprise / SMB / SOHO
  • B2C : Online / Offline / Omnichannel
Major Channels
  • Online : Naver, Coupang, 11st, Gmarket, Auction, W Concept, Musinsa
  • Offline : Samsung/LG Electronics stores (410+ each), Emart, Costco, Himart
📌 Korea is a high-density market with strong online penetration, where an omnichannel strategy is essential.
03 Business Expansion Strategy Current Progress
  • Naver pre-order completed in January
  • Open markets: 11st, Today's House registration completed / Gmarket, Auction, Coupang - currently registering
  • Vertical platforms: Musinsa, 29cm, Shinsegae V under discussion / W Concept - brand registration completed, operation negotiations in progress
Strategic Direction
  • Selective channel strategy to protect premium brand image.
  • Strengthen premium lifestyle branding targeting the MZ generation.
  • Expand visual storytelling through pop-ups in Seongsu and Hannam and collaborations with K-influencers.
  • Build brand lock-in through a “set-up buying” strategy centered on the ATX lineup.
  • Promote cross-merchandising with DJI and other key partners.
📌 Premium positioning-focused branding strategy
04 Logistics & Quality
Issue Management 		Delivery Damage Issues and Requests
  • Issue: Corner damage during pallet loading (impacting premium brand image).
  • Requests: reinforced packaging, improved logistics handling, provision of spare empty boxes (for returns), and supply of ATX spare parts.
  • Request for clearer AS guidelines
Quality Response Status
  • Quality department conducting full investigation and reviewing material replacement
  • Carrier liability under review; CEO informed.
📌 Request for preventive and proactive quality control measures to protect the brand
05 Exhibition & Brand
Exposure Plan 		May 2026 — KOBA (COEX, Samseong-dong)
  • ATX carriers will be showcased at the exhibition.
  • Pelican plans to expand brand awareness of its TRVL product line.
  • Attract a broad spectrum of visitors, including corporate buyers, distributors, and general consumers.
📌 Securing the official launch stage for the Pelican brand through KOBA 2026
🎯 Overall Meeting Summary
Daewon CTS will promote Pelikan's premium brand positioning and stable expansion in Korea based on global IT distribution experience and strong logistics and omnichannel network, while improving quality and logistics in parallel to strengthen long-term partnership.